English writing :24 hours

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1) To develop a marketing strategy:

1- Customer excellence: Focuses on retaining loyal customers and excellent customer service.

2- Operational excellence: Achieved through efficient operations and excellent supply chain and human resource management.

3- Product excellence: Having products with high-perceived value and effective branding and positioning.

4- Locational excellence: Having a good physical location and Internet presence.

a- Segmentation: a market segment consisting of consumers who respond similarly to firm marketing efforts. The process of dividing the market into groups of customers with different needs, wants, or characteristics – who therefore might appreciate products or service geared especially for them.

1- Establish the overall strategy or objectives.

2- Use segmentation methods.

b- Targeting: after a firm has identified the various market segments it might pursue, it evaluates each segment attractiveness and decides which to pursue using a process known as target market.

1- Evaluate segment attractiveness.

2- Select target market.

c- Positioning: finally, when the firm decides which segments to pursue, it must determine how it wants to be positioned within those segments. Market positioning involves the process of defining the marketing mix variables so that target customers have a clear, distinctive, desirable understanding of what the service does in comparison with competing service provide.

1- Identify and develop positioning strategy.

· SWOT Analysis:

	Environment	Evaluation
	Positive	Negative
Internal	Strengths · Strong brand name · Strong celebrity · Innovative.	Weakness · Overreliance on clean tools. · Scandals involving celebrity endorses.
External	Opportunity · Emerging state · Other kind segment.	Threats · Cheaper imports. · Limitation service. · Retail becoming price competitive.

2) For evaluate of segment attractiveness:

A- Identifiable firms must be able to identify who is within their market to be able to design services to meet their needs.

B- Substantial once the firm has identified its potential target markets it needs to measure their size.

C- Reachable the best service cannot have any impact no matter how identifiable or substantial the target market is.

D- Responsive for a segmentation strategy to be successful the customers in segment must react similarly and positively to the firms offering.

E- Profitable marketers must also focus their assessments on the potential profitability of each segment both current and future.

· For determine if viable:

1. Determine consumers’ perceptions and evaluations of the service in relation to competitors.

2. Identify the market`s ideal points and size.

3. Identify competitors’ positions.

4. Determine consumer preferences.

5. Select the position.

6. Monitor the positioning strategy.

3) The key element:

1- Excite customers with relevant offers.

2- Educate them about the service or offering.

3- Help them experience products, whether directly or indirectly.

4- Give them an opportunity to engage with their social network.

4) 1- Need Recognition: The consumer decision process begins when consumers recognize they have an unsatisfied need, and they would like to go from their actual, needy state to a different, desired states.

a- Functional Needs Pertain to performance of service.

b- Psychological Needs pertain to the personal gratification consumer’s associate with service.

2- Search for Information: After a consumer recognizes a need, is to search information about the various options that exist to satisfy the need. The length and intensity of the search are based on the degree of perceived risk associated with purchasing service.

a- Internal search for information the buyer examines his or her own memory and knowledge about the service, gathered through past experience.

b- External search for information the buyer seeks information outside his or her personal knowledge base to help make the buying decision.

c- Factors affecting consumers` search processes it’s important for marketers to understand the many factors that affect consumers search processes.

1- The perceived benefits versus perceived costs of search most families spend a lot of time researching the housing market in their preferred area before they make a purchase because homes are a very expensive and important purchase with significant safety and enjoyment implications.

2- The locus of control people who have an internal locus of control believe they have some control over the outcomes of their actions in which case they generally engage in more search activities.

3- Actual or perceived risk five types of risk associated with purchase decisions can delay.

1- Performance risk

2- Financial risk

3- Social risk

4- Physiological risk

5- Safety risk

3- Evaluation of alternatives: once a consumer has recognized a problem and explored the possible options he or she must sift through the choices available and evaluate the alternatives.

A- Attribute sets research has shown that a consumer`s mind organizes and categorizes alternatives to aid his or her decision process.

B- Consumer decision rules are the set of criteria that consumers use consciously or subconsciously to quickly and efficiently select from among several alternatives. These rules are typically either compensatory or noncompensatory.

4- Purchase and consumption: after evaluating the alternatives customers are ready to buy.

5- Postpurchase: The final step of the consumer decision process is postpurchase behavior.

a- Customer satisfaction setting unrealistically high consumer expectations of the service through advertising, personal selling or other types of promotion may lead to higher initial sales, but it eventually will result in dissatisfaction if the service fails to achieve high performance expectations.

b- Postpurchase cognitive dissonance is an internal conflict that arises from an inconsistency between two beliefs and behavior.

c- Customer loyalty in the postpurchase stage of the decision marketing process marketers attempts to solidify a loyal relationship with their customers.

d- Undesirable consumer behavior passive consumers are those who don’t repeat purchase or recommend the product to others.