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Designing a customer driven marketing strategy
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Why is the author writing about the subject?
The author of this article wrote this to tell people the “4 P’s” are out of date, and not as helpful as it has been in the past. The author wanted people to stop using the basic “4 Ps” of marketing because in today’s B2B world (business to business) these steps do not work as well as they had in the past (www.investopedia.com). The author is trying to convert the audience to the SAVE method which has the same concept as the “4 P’s”, but is newer and is supposed to be more effective in the B2B world. The SAVE method shifts from: product to solution, place to access, price to value, and promotion to education. The author believes the SAVE method will be the “centerpiece of a new solution-selling
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In a recent five-year study researchers have found that the “4 P’s” undercut the B2B marketers. The author states, “The “4 P’s” causes the marketing team to stress about product technology and quality even though these are no longer differentiators but are simply the cost of entry. It underemphasizes the need to build a robust case for the superior value of their solutions. And it distracts them from leveraging their advantage as a trusted source of diagnostics, advice, and problem solving.”. This new method is more customer focused because if they have a good overall experience with your company, it is more likely they stay with your company (Ettenson, Conrado, & Knowles, …show more content…
The author states that is the new solution-selling strategy, and the companies that choose to ignore this new method could be at risk at losing sales to companies who use this method (Ettenson, Conrado, & Knowles, 2013).
Explain how the information in the article can inform marketing strategy.
The main point of this article is that there is a new and improved market strategy method. The information in this article is meant to make the new generation and older generation convert to a new method. Even though this article does not have enough research and statistics for someone to switch methods, this article could open the possibility of companies doing further research in this method.
How is the information presented important to a marketer in designing a marketing strategy? This information is important to a marketer in designing a marketing strategy because the marketer has to choose which market strategy they will use in their plan. The choice could be simple for some, and use the “4 P’s” because that method has worked for years, and even there this a newer one being developed the marketer would rather take the safer path. Or the information in this article could open a new mindset for the marketer, and he could then do more research on the SAVE method, and for their specific company this method could be very
As we all know, marketing is a necessary part of our daily life. Not only are products and services marketed, but we market ourselves as part of everyday business. I spent time this week speaking with a close friend of mind who is a Store Manager for H&R Block discussing the 4-Ps and how they pertain to his organization. It was very interesting to see how different industries market their products and services. Does the thought of receiving your tax return immediately grasp your attention? Well it has definitely helped H&R Block in boosting their ability to attract customers. It seems as thought immediate gratification is a promotion marketing tool that many companies are now using. After briefly describing the 4 P's of marketing we will review how H&R Block utilizes all of the steps in their marketing mix.
For assistance in this evaluative process Fortenberry (2010), marketers often rely on a tool known as the SWOT Analysis. (p.185) The SWOT Analysis is a helpful tool for Scarlet Hospital. By using this tool, they will be able the fully outline their strengths, which they can build upon. They will also be able to determine their weaknesses. For example, weaknesses could include poor customer service, antiquated technology, or poor product offerings. According to Fortenberry (2010), weaknesses undermine product performance and ultimately, exchange in the marketplace. (p.
The sales leads are now centralized and accessible across branches rather than individually gathered and processed by salespeople. In standardizing customer information, it now makes the marketing teams, analytic teams, and customer managers on the same page. It creates a “friendly competition” that encourages close cooperation for all areas. One major cost that this new strategy created was the confusion of different areas in RBC. Product managers and customer managers often misunderstood what way of action was appropriate, which lead to another problem: it took more time to make decisions. A benefit of this change is that there was no fighting for resources and instead cooperation. Another benefit would be the divisional organization, which can be seen in Exhibits 3a and
When it comes to marketing in business, there are rules to follow. One of the biggest rules is the four Ps of marketing. The four Ps of marketing are as follows; product, price, place, and promotion. The four Ps are crucial to having a good marketing scheme for a product. The Walt Disney Company have become very good at marketing over the years. Part of the reason for this is their amazing ability to use the four Ps.
When creating a marketing mix for a product, the company needs to look at the 4Ps: product, place, price and promotion (Eugene McCarthy, 1960). “When considering the 4 P’s of the GoPro, it is clear that the company’s success has been due in large to such great marketing.” (Suki Chan, 2013)[1].
Elaborate how the 5 P’s of healthcare marketing may impact the marketing potential of a healthcare organization.
Most of the people were using this strategy based on their own views. So they should come up with the ways in order to improve the selling platform. No proper strategy was made like how to sell the products in the market or how to keep the people motivated in order to buy the products of the company. Orders were taken from the telephone, websites and through many other sources, sometimes these orders were lost and making an impact over the customer satisfaction.
The next step is communicating. It can be compared to promotion in the 4Ps approach, because it involves informing the customer on the offer. The difference is in information delivered to the customer. The 4Ps approach promotes and advertises the product, while the value approach - the value - product plus service, benefit, and enjoyment that can be received with the product. In addition, the value approach involves not only telling the customers how good the offering is, but also learning from them about their preferences and desires.
This brief study will discuss the four Ps of marketing as they apply to Federal Express services, seeking to demonstrate how the entire marketing function can be seen in the operation of these four areas, and to be able to suggest possible courses of action.
“Selling concerns itself with the tricks and techniques of getting people to exchange their cash for your product. It is not concerned with the values that the exchange is all about. And it does not, as marketing invariable does, view the entire business process as consisting of tightly integrated effort to discover, create, arouse, and satisfy customer needs” (Theodore C. Levitt, Businessdictionary).
In order for James White to survive and generate revenue in Malaysia they need to offer what the competitors do not or cannot offer. We live in a world of constantly changing products. New features are added. Prices are changed. Competitive products are enhanced. New alternatives are introduced. All of these events affect the customer value proposition. For this reason, customer value propositions are associated with a specific timeframe. Customer value propositions can be created for newly available products where none previously existed. They can be developed as a strategic planning mechanism for products that are in the formative stages. They can be updated for an upcoming product release. Before a customer value proposition can be created, the key target user must be identified and profiled. Key target user profiles help the entire organization understand who are the key target users, where can they be found, what issues do they face, and how would they use the product. Before we can separate these value experiences, we must expand the information about the “how” events we’ve identified for the key target user. We do this by adding the following
Schenker, M. (2013). How the 4 P’s of Brand Marketing Apply to Digital Marketing. Retrieved from: http://www.branddrivendigital.com/4-ps-of-marketing/ [Accessed: 09 Mar 2014]
Furthermore, it is not only metting the customer need, protect on-hand customer source is also important for companies to gain competitive advantage (Grönroos, 1991). According to Grönroos (1989) mentioned that marketing is to build and develop long-term relationship with customers, also the theory from Peter (1988) indicated that most firms choose to keep long-term in warlike relationship with customers, and making them become lifelong customer relationship is vital in the competition. The “customer need” of marketing concept are not enough for the company, the relationship with customer important gradually. Besides, to improve the trust of customer in making relation with them, the firms have to keep and stronger the sources of people, technology and systems. So that, 4Ps on marketing mix was added 3P (Booms& Bitner, 1982) (people, Physical evidence and processes) and become a new relationship marketing paradigm which called 7Ps. It means that marketing concept are also drop the effect on marketing. Marketing transfer the “customer need” to “relationship” marketing. Establishing by Lynch (1994, p. 529) point that, it has continued to develop the concept of relationship marketing in 1990s, marketing requires manufacturers to begin to identify and regulate consumer demand, then the use of company assets and resources they have to reach a mutually satisfactory exchange between company and customers, so that both sides can reap the benefits they need and seek (Baker, 1991, pp. 6-7). Company’s core strategy are not just only put on “customer need” for marketing concept, they also desire to make a relationship with them and benefits for both sides. It illustrates the significance
The essential marketing strategy falls under 4Ps. They are Product, Price, Place and Promotion. All these strategies are vital for a company to enhance their business. However, these strategies become active when it satisfies the customer needs because the main idea of marketing is to fulfil the customer wants and needs. In this marketing tactic, all the 4Ps plays a particular role for the business. The first ‘P’ stands for the “Product” which deals with the goods, services or idea offered by a firm. The target of the “Product concept” is to make a quality product which helps them to enrich their trade. The second ‘P’ represents “Price” it mainly focus on what customers are willing to pay for the service. The Price should be reasonable which indirectly gives profit for the company. The third ‘P’ emphasis the “Place” that is the location where they sell the items which should be approachable for the customers. The final ‘P’ deals the “Promotion” it clearly states the offers suitable for the customers. This should be customer-driven marketing; it helps the company to sustain with the competitors.
The standard “4- P’s” of marketing: product, price, place, and promotion are very important to enter and capture the global