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Marketing is communicating the value of a product, service or brand to customers, for

the purpose of promoting or selling that product, service, or brand.

(Wikipedia)

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What’s valuable?

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• 1860 — 1920 — Виробнича.• 1920 — 1930 — Товарна.• 1930 — сер. 50-х — Збутова.• з 50-х — 1980 — Традиційна.

Потреба > бажання > попит <> товар > обмін

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Selling products and services: what’s the difference?

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• А) параметри;• Б) тривалість;• В) споживання;• Г) оплата.

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“Expectations are your client's vision of a future state or action, usually unstated but which is

critical to your success.”

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Satisfaction is how close you have come to client’s expectations.

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Vroom’s Expectancy Theory

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Базова класифікація невиправданих сподівань:

- зовнішні (не залежать від нас): недуги, сімейні проблеми, бізнесові труднощі.

- внутрішні (в межах нашої співпраці) пов’язані з невідповідністю сервісу потребам клієнта.

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Set - Monitor - Influence34

1. Analyze client’s experience

2. Grow trust

3. Find client’s pain

4. Share expectations

5. Teach & explain

6. Articulate project goals

7. Identify roles & split responsibilities

8. You cannot manage what you don't measure

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10. Well… assume wisely!

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12. Requirements shouldn’t be confused with expectations

13. Make them decide

14a. Inform about false expectations

14b. Suggest alternatives

15. Don’t worry about delivering bad news

16. Meet!

17. Give status updates regularly

18. Tell about your next steps before you end that meeting

19. Balance the give and take

20. Under-promise, over-deliver

a. “What we need is a very user-friendly system.”

b. “You’ll have to watch this very carefully.”

c. “I didn’t read your report.”

d. “I don’t have time to discuss that.”

Questions?