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Assignment1 - 1 Assignment Of Principle of Marketing...

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