Assignment1 - 1 Assignment Of Principle of Marketing...

MARKETING IN 3D
Assignment
Of
“ Principle of Marketing ”
On
“MARKETING IN 3D”
Submitted to:
“MISS MALIHA ANWAR”
Prepared by:
NAJAF MAQBOOL
Roll#: 9202
1

Executive summary
Marketing in 3d means that how marketers can attract
customers to words their product there are main three dimensions by which
marketers can attract their customers to words there product
To attract the customer marketers provide different kind of three benefits by which
marketers can attracts there customers. The marker delivers these benefits in three
different directions
1) Functional benefits
2) Process benefits
3) Relation benefits
(David court, Thomas d. French, Tim i. McGuire, and Michael Partington)
Functional, process, and relationship benefits are the hat trick of contemporary
marketing. To score, follow three rules.
Marketers used to succeed by providing superior product and other distinctive
functional benefits. Today is no longer enough, for such benefits can readily by
imitating; in the automobile industry, for instance, quality and performance
increasingly meet-and are perceived by consumers to meet uniformly high standards.
Today’s marketers must therefore find new ways of differentiating their product and
services.
To penetrate in market the solution is to provide
 Process benefits (which makes the transaction buyer and seller easier,
quicker, cheaper, and more pleasant)
 Functional benefits (which reward the willingness of consumers to identify
themselves and to reveal their purchasing behavior
 Functional benefit (which gives more functions to the customers ate one place
so that customer can avail more functions at one place)
The research (Mc KINSEY quarterly 1999 number 4) suggests e.g., that in the US
credit card market alone, the number of segments has risen to more than 100, from 3
to 5 segments ten years ago. But any marketer that doesn’t know which customers
value precisely which combination of benefits or fails to use information to eliminate
unnecessary extras will be vulnerable to specialist competitors zeroing in on highly
defined micro segments. (Mckinsey quarterly, 1999, p.3, 4)
In recent times there has been a call for a revision of the paradigm that underpins the
marketing process, from a transaction marketing (TM) to a new relationship
marketing (RM) model. This paper argues that it is more productive to consider RM
to be a third dimension of the existing TM model than to develop a separate
paradigm. The two-dimensional marketing model is described as reflecting the
marketing of products (dimension one) to market segments (dimension two),
facilitated by channels and supported by promotion and pricing. The third dimension,