My Learning from SSGA!

MARKETING Marketing is based on thinking about the business in terms of customer needs and their satisfaction. Management process through which goods and services move from concept to the consumer. It includes the coordination of four elements (4Ps): Identification, selection and development of a PRODUCT. Determination of it’s PRICE. Selection of a distribution channel to reach the customers PLACE. Development and implementation of a PROMOTIONAL strategy. Marketing had less to do with getting customers to pay for your product as it does developing a demand for that product and fulfilling those customers needs.

Marketing activity Content Web Direct mail Media 3rd party or digital Events PR

DIGITAL MARKETING DISPLAY ADVERTISING SOCIAL MEDIA PAY-PER CLICK MOBILE/E-COMMERCE PAY-PER CLICK (PPC) SEARCH ENGINE OPTIMIZATION (SEO) EVENT + RESEARCH + PUBLIC RELATIONS (PR) + DIGITAL

0 1 2 3 4 5 6 7 8 9 10 CLIENT EXPERIENCE Touch points NPS- net promoter score/system 0 1 2 3 4 5 6 7 8 9 10 Promoters Detractors Passive Calculation for NPS= promoters % - detractors % Detractors (0-6)- unhappy customers who can damage your brand and impede growth through negative word-of-mouth. Passives (7-8)- satisfied but unenthusiastic customers who are vulnerable to competitive offerings. Promoters (9-10)- loyal enthusiasts who will keep buying and refer other, fuelling growth.

Customer’s attraction Awareness Discovery Cultivation Advocacy CUSTOMER EXPERIENCE- this is the product of an interaction between an organization over a duration of their relationship. Interaction: Customer’s attraction Awareness Discovery Cultivation Advocacy Purchase and use of service Customer experience is the cumulative impact of multiple touch points. Point of contact, describes the interface of a product, service or brand with customers/users, non-customers, employees and other stakeholders.

NET PROMOTER SCORE/SYSTEM- Management tool that can be used to gauge the loyalty of a firm’s customer relationships. serves as an alternative to traditional customer satisfaction research. acts as a leading indicator of growth. Correlated with revenue growth. If the NPS is higher than those of competitors, it is thought to likely outperform the market and managing the organisation to improve NPS will also improve performance, whether aiming for faster growth or increasing profits. Measures the loyalty that exists between a provider and a consumer. Can be a company, employer or any other entity that is asking the questions on NPS survey. NPS can be: As low as -100 (everyone is a detractor) High as +100 (everyone is a promoter) The consumer, employee or respondent completing the questions on NPS survey. NPS higher than zero is positive= good NPS higher than 50= excellent

SPDR- standard and poor's deposit receipt ETF- exchange-traded funds PASSIVE INDEX BETA Passive management: funds portfolio mirror a market index (benchmark). ACTIVE ALPHA Active management: fund’s manager (s) attempt to beat the market (index/benchmark) with various investing strategies and buying/selling decisions of a portfolio’s securities.