There are a number of factors that will result in a vehicle owner coming to the realization that their vehicle should be serviced. Some are subtle – some not so much. From the auto repair shop perspective – the point of need recognition on the part of the vehicle owner is often the time when
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Businesses succeed by providing value to customers. The unique value proposition is the statement of the means by which value will be provided to a specific target audience. In the course of building a business model the statement of unique value proposition is the lynch pin of the entire definition. The unique value proposition aligns
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One of the most important and unfortunately most often overlooked aspects of business management is marketing. In the formulation of a marketing mix – this component is referred to as Promotion or Communication. The effectiveness of marketing messages employed can make the difference between success and failure. Advertising must be directed to the target market
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One of the most important components of marketing mix is Place – or from the perspective of the customer Convenience. All other factors being equal this can be the determining factor in whether or not business is won. In evaluating and selecting any type of service – location and convenience are at the top of
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One of the components of marketing mix is Price or Customer Cost. Setting prices for services involves taking many factors into consideration. First and foremost prices must be set based on what the target market is willing to pay for them. They also must be set to achieve the desired level of profitability. So the
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In terms of marketing mix the overall auto repair service offering is referred to as the Product or Customer Solution. As in all endeavors applying the basics will ensure a firm foundation from which to achieve long term success. Every business is different and strength and weaknesses are determined by a number of factors. The
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It’s always necessary to bring in new business in auto repair. If nothing else lost business must be replaced. To maximize profits the most must be made of advertising dollars. It’s important to have a clear definition of the target audience and employ marketing messages that will motivate them to make a purchase. Managing advertising
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The AIDA marketing model is based on the events that occur when a customer is exposed to an advertisement. The acronym stands for attention, interest, desire and action. Elias St. Elmo Lewis is credited with formulating this methodology and the overall philosophy is summed up as “The mission of advertising is to attract the reader
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The final ingredient in any marketing message is the Call to Action. Getting the reader’s attention, keeping their interest and simulating desire are building blocks that are intended to persuade the person to make a purchase. The call to action is final summation that encourages the customer to buy. In a marketing message it’s important
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Marketing messages must get a person’s attention, keep their interest and stimulate desire for a product or service offering. The marketing message should lead the person to want the service offering. A powerful message will result in the reader imagining the experience derived from the personal benefits of the offering. To elicit desire for a
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