Teva Online for Business
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Planning a Marketing Campaign (Part 2)
TevaforBusiness
384 views
What is the message you are sending to your clients? What action do you want the customer to perform? Ken Wong describes the stages of buyer behavior that you need to wor...
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Planning a Marketing Campaign (Part 1)
TevaforBusiness
368 views
How do you go about planning an advertising campaign? Who is your target customer? Are your ads on strategy? Consider the 6 M's
- Market
- Motive
- Message
- Media
-...
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Internal Marketing: Training your staff
TevaforBusiness
1,298 views
Ken Wong addresses the problems of marketing a service and how you need to train your staff as they have the most contact with your clients. What promise are you making to...
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The Right Volume: Loyalty Management (Part 2)
TevaforBusiness
268 views
The virtuous cycle is explained. Don't think of your customers as one sale but a stream of sales. If you spread the cost of servicing a client over a series of sales, you ...
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The Right Volume: Loyalty Management (Part 1)
TevaforBusiness
128 views
Why do customers change suppliers? Are you losing key accounts? It costs more money to acquire new accounts than to maintain current accounts. Ken Wong uses an insurance...
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Cost Reduction: Why and Where Big Box Wins
TevaforBusiness
112 views
Ken reiterates that if you are going to reduce prices, you need to reduce costs to maintain profitability. Ken describes how market shares leaders dictate costs through vo...
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Cost Reduction: Process and Product Development
TevaforBusiness
158 views
Ken talks about analysing customer sales data to determine what aspects of your pharmacy are perceived as adding 'quality' to your business by the client. What's your valu...
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Price Winner 4: Creating a Perception of Quality
TevaforBusiness
297 views
How do you change the customer's mind? If you can't differentiate yourself from the competition, the only thing left to do is work at creating a perception of quality. Ke...
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Price Winner 3: Have the Right 'Qualities' Part 2
TevaforBusiness
36 views
Ken illustrates the quality diagnostic matrix. Ken talks about comparing your 'quality' criteria to the competition.
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Price Winner 3: Have the Right 'Qualities' Part 1
TevaforBusiness
47 views
Ken defines quality as any criteria that a customer uses in selecting a pharmacy. The talk focuses on non-price specific criteria.
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