Unit 4 Organisations, Competition and Environment
Customer Perceptions
Who does make the best baked beans?
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Why are customer perceptions a major external influence on organisations?
- Branding
- Brand awareness
- Euro Branding
- Customer Loyalty
- Barriers
Customer Perceptions
Hmmm Tasty...
- Who makes the best baked beans?
- Who makes the best tasting cola?
- Which is the best band?
- Best quality music format?
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What is Quality?
Quality is largely subjective - it is in the eye of the beholder.
Quality requires care on the part of the provider.
Brand & Awareness
This is the way that a distinctive identity is created for a product or a range of products, so that promotion leaves an identifiable presence in the marketplace.
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Euro Branding
Many companies are now not just creating brand awareness within a national context, but are also promoting brands on a continental or even global basis.
Customer Loyalty
Companies using brands will attempt to retain existing customers, as well as attracting new customers because of the brand.
Barriers
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Ignorance
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Apathy
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Choice
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Availability
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"Peer Pressure"
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Existing Stuff
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Cost
Gateways
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Exclusivity
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New
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Exciting
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"Digital"
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Better
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"Peer Pressure"
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Cost
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Music Technology
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LP
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Audio Cassette
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Compact Disc
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Minidisc
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mp3
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ATRAC
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DVD Audio
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????
