Professional Documents
Culture Documents
A philosophy should guide the marketing strategy to any company. The philosophy could be one or more of the f ll i ; following;
1.Production; affordability and availability. 2.Product -- quality and innovation. 3 Selling -- promotion and hard selling. 3.Selling selling 4.Marketing -relationships. l i hi customer satisfaction and
In this case the company should focus on the continuous improving. Examples; Nokia Mobile, Motorola, Sony..
Target markets
implies clear target groups: people whose needs/want you will try to fill
Starting point
Focus
Means
Ends
Selling philosophy
Marketing philosophy
Selling Concept
Begin g with what firm wants to produce Given products, persuade d customers t to t buy Get rid of what y you have.
Company (profits)
Building Relationships R l i hi span from Relationships f the h basic b i to tight i h integrated i d relationships. Successful relationships are built on:
Financial benefits; like VIP, Airline frequent miles Social benefits; Soc be e s; like e member e be of o clubs, c ubs, magazines g es Structural ties; like tracking orders online. Every department in an organization contributes to customer satisfaction. Suppliers are carefully controlled through supply chain management. Strategic alliances create new opportunities to delight customers. customers
Consumers favor products that offer the most quality, performance, or innovative features Consumers will buy products only if the company aggressively promotes/sells these products Focuses on needs/ wants of target markets k t &d delivering li i value l better than competitors