A summary for an upcoming oral exam in April with the following topics: 1. Complaint Management 2. Advertising 3. Globalization 4. Charts and their functions 5. Product-Life-Cycle 6. Costumer Relationship Management 7. Qualities of a good chairperson in meetings 8. Negotiations 9. Handling of late ...
1. Complaint Management:
a) reasons:
• poor quality of products/services – ensure, that the quality of the products/services
come up to the delivered quality consequence: customer will share bad
experiences publicly in social media networks
• missing inaccessibility – difficulties to contact the company or the enterprise
doesn’t provide enough information unanswered emails and not returned calls
• not keeping promises – If promises have not been kept this may leads to
complaints, distrust and switching to competitors
• not listening to customers – one of the biggest mistakes: ignoring customers and
not listening to them
• wrong delivery – keep the product back at the expense of the company (return
authorization), try to negotiate a discount with the customer
Further reasons:
- late delivery
- incomplete delivery
- wrong color, size, material
- incorrect invoice
- broken or damaged product because of poor packaging full refund and replacement
b) steps of complaints processing by supplier:
1. Listen carefully - thank the customer for complaining
- sorry that the problem has happened demonstration
of respect for the customer
- taking notes of all the information to fully understand
the situation
- showing empathy in the face of emotional customer
2. Acknowledge - verification of complaints decide, whether the
complaint is justified or not
- explain reasons for the problem but don’t take the
blame
- making a proposal how handling the problems
- giving a refund, discount or replacement for taking
responsibility
corrective action = putting things right
3. Solve the problem - promise to put things right as quickly as possible
- looking in the processes and searching potential
reasons for the same complaint
- identify staff members who need more training
- check where current policies are unclear or simply
not needed
c) Polite language for handling complaints:
- usage of Passive voice A mistake was made/A Mistake had happened due to …
functions
promising action - I’ll resolve the problem immediately.
- Of course, we investigate this matter and let you know our
decision.
, asking for information - What seems to be the problem?
- What do you want us to do in this case?
- May I help you?
saying sorry - I’m afraid
- I’m so sorry to hear that …
- I’m really sorry about this …
- I do apologize for …
- We do apologize for any inconvenience
you may have suffered.
sympathizing - I’m appreciate your call …
- Thank you for calling
- If you’d like to bear with me for a moment.
2. Advertising:
a) definition of advertisement:
= means of communication between an organisation and its target group using space or time
purchased in the media (TV, radio, magazines, newspapers, websites, etc.)
b) Reasons for advertising:
brand-building activity - presentation of a product in an advertisement conveys
images, ideals and a personality
- consumers better relate to the product
increase awareness of - inform the consumer about a product's features, purpose and
the brand functionality
- especially important for companies introducing new and
innovative products in the market
boost sales and - advantages of increasing the number of loyal consumers:
increase market share company has flexibility with the product's price elasticity
- company can raise prices with less reaction from customers
adds credibility to your - advertising is often to sell and resell prospects
message - customers makes it easier to get attention for the entire whole
message
c) Effectiveness of advertising:
- customers still enjoy ads that are creative and entertaining
- central question: Does it actually sell any more chocolates or cars?
- reasons for the difficulty of recognition of the effectiveness:
1. people tend only be able to remind a particularly good commercial
2. customers cannot remember the product it featured
3. most time, they try to avoid the rising barrage of ads increasing difficulty to get
their attention (reason: different usage of kinds of media)
4. consumers have become more skeptical about the claims made for products
power to choose as never before
ability to get information about whatever and whenever you want, has given
shoppers unprecedented strength
5. highly transparent prices If the retailer changes prices on its website, its
customers buying patterns change quickly
e) Promotional activities for Leitermann:
activity explanation
distribution of - weekly advertising material, that informs about new offers in the
advertising subsidiaries and the online-shop
material - consist of around 20 sites in A4-size
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