beneficial and satisfying long-term relationship. Relationships are built on value and service. Value for the customer is a result of increased global competition that acts as an unyielding pressure on prices. The consumer receives value from manufacturers operating huge factories and from retailers providing an infinite variety of goods. Yet, service has suffered as individual production facilities and stores have been replaced in this industry trend toward mergers with multiple factories and distribution sites. Service is part of a corporate culture and is the other characteristic of global competition. It is exercised for every transaction, large or small, to every customer. Those who render it will find they keep their customers. Internet and Marketing Until recently marketers could reach customers by advertising, by phone, by mail, or in person. Now marketers have the Internet , which is available around the clock, every day. Marketers can build relationships with customers at their convenience, and at a much lower cost. They can provide customer service whenever people need it -- and make it easily accessible. The Internet is the newest way to attract new customers, as well as build loyalty. Model of Marketing Ralph Mroz of ad lineam designed the Synchronous Marketing Process (SM) © model below. (SM is used by permission.) A model is a tool that systematically arranges an analytical framework and translates key inputs into outputs. It is often used when answers to strategic questions are not immediately obvious, but when quantifiable and repeatable relationships exist between outputs and inputs. A model's repeatable nature makes it ideal for analyzing multiple scenarios and helping decide the most appropriate course of action. 7
The Synchronous Marketing Process (SM) is a model of an integrated, structured, repeatable marketing process. It divides marketing into two broad categories. The right side of the model refers to marketing planning (strategic marketing activities) and the left side of the model refers to marketing operations (tactical marketing activities). The SM model is circular and constantly interacting linked by appropriate information flows. It guides the organization through a complete and thorough examination of the market, its opportunities, the development process and promotional tasks. The Environment of Marketing The organization operates within the larger framework of the external environment that shapes opportunities and poses threats to the organization. The external environment is a set of complex, rapidly changing and significant interacting institutions and forces that affect the organization's ability to serve its 8
customers. External forces are not controlled by an organization, but they may be influenced or affected by that organization. It is necessary for organizations to understand the environmental conditions because they interact with strategy decisions. The external environment has a major impact on the determination of marketing decisions. Successful organizations scan their external environment
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- Fall '07
- Marketing, The Market