abhishreshthaa
Abhijeet S
U S West, Inc. (corporately styled "U S WEST") was a Regional Bell Operating Company (RBOC), one of seven "Baby Bells" that were spawned by the antitrust breakup of AT&T in 1983. It provided telephone and data service to several Pacific Northwest and mountain states. It was acquired by Qwest Communications International on June 30, 2000, in what some economists have charged as a hostile takeover. Prior to the publicly announced merger, US West was traded publicly under ticker symbol "USW." The company headquarters was located at 1801 California Street in Denver, Colorado, the present-day company headquarters of Qwest.
Until 1990, US West was a holding company with three subsidiary Regional Bell operators: Mountain States Telephone & Telegraph (or Mountain Bell; based in Denver, Colorado), Northwestern Bell (based in Omaha, Nebraska) and Pacific Northwest Bell (based in Seattle, Washington). On January 1, 1991, US West consolidated Northwestern Bell and Pacific Northwest Bell operations into those of Mountain Bell, renaming it US WEST Communications, Inc., becoming the first Baby Bell to consolidate operations of its Bell Operating Companies (BellSouth with its BellSouth Telecommunications subsidiary being the other).
US West served most parts of Arizona, Colorado, Idaho, Montana, New Mexico, Utah, and Wyoming (formerly Mountain Bell area); Iowa, Minnesota, Nebraska, North Dakota and South Dakota (formerly Northwestern Bell area); and Idaho, Oregon and Washington (formerly Pacific Northwest Bell area).
* Product Defining the characteristics of your product or service to meet the customers' needs.
* Price: Deciding on a pricing strategy. Even if you decide not to charge for a service, it is useful to realise that this is still a pricing strategy. Identifying the total cost to the user (which is likely to be higher than the charge you make) is a part of the price element.
* Promotion This includes advertising, personal selling (eg attending exhibitions), sales promotions (eg special offers), and atmospherics (creating the right impression through the working environment). Public Relations is included within Promotion by many marketing people (though PR people tend to see it as a separate discipline).
* Place or distribution. Looking at location (eg of a library) and where a service is delivered (eg are search results delivered to the user's desktop, office, pigeonhole - or do they have to collect them).
There are two ways to impress bluffers.
You can extend the number of P's - the two which are usually seen as useful additions for services (including information services) are:
* People Good information services are not likely to be delivered by people who are unskilled or demotivated;
* Process The way in which the user gets hold of the service (eg the way in which a document or a search can be ordered).
The second way to show your marketing knowledge is to dismiss the P's as being as old fashioned as the 1980s
For example, there are the C's developed by Robert Lauterborn (1) and put forward by Philip Kotler:
* Place becomes Convenience
* Price becomes Cost to the user
* Promotion becomes Communication
* Product becomes Customer needs and wants
These C's reflect a more client-oriented marketing philosophy. They provide useful reminders - for example that you need to bear in mind the convenience of the client when deciding where to offer a service
Until 1990, US West was a holding company with three subsidiary Regional Bell operators: Mountain States Telephone & Telegraph (or Mountain Bell; based in Denver, Colorado), Northwestern Bell (based in Omaha, Nebraska) and Pacific Northwest Bell (based in Seattle, Washington). On January 1, 1991, US West consolidated Northwestern Bell and Pacific Northwest Bell operations into those of Mountain Bell, renaming it US WEST Communications, Inc., becoming the first Baby Bell to consolidate operations of its Bell Operating Companies (BellSouth with its BellSouth Telecommunications subsidiary being the other).
US West served most parts of Arizona, Colorado, Idaho, Montana, New Mexico, Utah, and Wyoming (formerly Mountain Bell area); Iowa, Minnesota, Nebraska, North Dakota and South Dakota (formerly Northwestern Bell area); and Idaho, Oregon and Washington (formerly Pacific Northwest Bell area).
* Product Defining the characteristics of your product or service to meet the customers' needs.
* Price: Deciding on a pricing strategy. Even if you decide not to charge for a service, it is useful to realise that this is still a pricing strategy. Identifying the total cost to the user (which is likely to be higher than the charge you make) is a part of the price element.
* Promotion This includes advertising, personal selling (eg attending exhibitions), sales promotions (eg special offers), and atmospherics (creating the right impression through the working environment). Public Relations is included within Promotion by many marketing people (though PR people tend to see it as a separate discipline).
* Place or distribution. Looking at location (eg of a library) and where a service is delivered (eg are search results delivered to the user's desktop, office, pigeonhole - or do they have to collect them).
There are two ways to impress bluffers.
You can extend the number of P's - the two which are usually seen as useful additions for services (including information services) are:
* People Good information services are not likely to be delivered by people who are unskilled or demotivated;
* Process The way in which the user gets hold of the service (eg the way in which a document or a search can be ordered).
The second way to show your marketing knowledge is to dismiss the P's as being as old fashioned as the 1980s
For example, there are the C's developed by Robert Lauterborn (1) and put forward by Philip Kotler:
* Place becomes Convenience
* Price becomes Cost to the user
* Promotion becomes Communication
* Product becomes Customer needs and wants
These C's reflect a more client-oriented marketing philosophy. They provide useful reminders - for example that you need to bear in mind the convenience of the client when deciding where to offer a service