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Companies that marketing as a lot of tricks to see lose in a short time to companies that stress substance and performance. "
- Regis McKenna
Marketing is not really a great respect for the economy and is rarely as an important contribution to the line in question. Often it is the function that the Web site or rather the glossy brochure, but not much more than they seem to be produced. This is strange, considering marketing is a businessDiscipline. --- --- Sun as a discipline of business, you must create real value for the company.
Marketing inability to produce measurable results is probably one of the biggest reasons that many managers do not know what to do with marketing. As the saying goes, if you can measure, you can use. And if you do not know how to measure it, you can not use it effectively.
Many managers have training in finance and accounting, for example. Things are quite specificin the accounting world. Tracking things, building relationships and understanding of the value of specific scenarios is the basis for this discipline. However, the Executive shall be subject to these same principles of marketing is often tries disappointed with the results.
Once we have the point at which marketing is left unexplained --- because officials do not know how to pursue it or to measure its value --- manage start serious doubts about the value of marketing. Once theDo you think it should be noted that it pays no way to test marketing, marketing as an expense not an investment is considered.
So, as we believe that marketing can not be prosecuted, and the value for the company is essentially unknown, it is wasted on the market as "nice-to-have business accessory. Instead of trying to find out more about marketing and as you can learn to be turned into an advantage for the company to aggravate the situation of managers generally ignored. Research showsthat managers spend only 10% of their time to market. Unless otherwise spend so little time has shown how an important business function further marginalized.
And so begins the cycle of disgust. It is as much for the position held, such as actions that extended. The attitude of a lot of people reacted in the way marketing is reflected in the company. And the marketing implementation, taking into fuels attitude of the people. And all around theregoes.
Further complicated when the marketing is marginalized or even dissolved, there is no apparent result. The relation of cause and effect is sufficiently diluted and there is no monitoring mechanism, there is no perceived benefit or detriment to the effort.
The best remedy? The obvious answer is to quantify your marketing efforts. The trick, of course, how do you do? The first step is to understand what marketing really is and the rolethen create quantitative targets that support that role.
Ultimately, the goal of marketing in support of business objectives. High-level goal of any business is to create customers. Without customers there would be no revenue. Once customers have been created, the company has another goal: to keep customers. It is often argued that it is cheaper to sell existing customers who purchase a new one with a factor of five. So, if only for reasons of cost, isessential to retain customers.
Now we know that we are in business to create customer to have to generate revenue. This is quite evident. However, income generation, or more accurately, generating profits to be meaningless letter of intent for each company. Without a clear view of the customer and how to use them properly, there would not be useful. Or conversely, if the only goal of the company was making money, then you could be in any store. But you're not. You are ina specific company serves specific customers. As Peter says printer: "The customer determines what is a business, starting a business."
Focusing on customers ultimately will inherit a value of building marketing ... the value proposition, why you come to share your customers first. If you are unsure, consider this: what would happen if your company went to all your customers? Well, for a change. If yourCustomer income lost when you miss the car? What do you think, would be present when the value has been created by their past? See the difference?
Therefore, the creation of profit is not a practical goal. Ted Levitt argues that "The purpose of a company to create and maintain a customer." Philip Kotler, that "profits are not the end, but the reward for creating satisfied customers."
In other words, the only useful measure that a society is measuredProfitability through customer satisfaction. Since customers will value the company creates for them and that value is created through the role of marketing in each company must be satisfied to play. marketing role, treated in a separate article is to articulate the company's performance and can play with the client.
Since marketing plays a central role in creating value and is a major player in creating customer satisfaction, marketing can be the valueunderstandable for measuring customer satisfaction.
Nirmalya Kumar, in his book as a marketing strategy, "presents eight questions that are manufactured by companies that should, but often ignored. The answers to these questions will give you a way to understand the health of your business, especially if you understand that the satisfaction the customer is the main objective of the company, and satisfied customers, you will be rewarded with profits. I do not recommend taking the P & LStatements, but these questions will be read for a better way to get the value that marketing brings to your business and gives you a roadmap of sorts to help manage your company's success.
We're better service our customers?
We really differentiate our products are clearly visible to the customer that counts?
Our differentiation to make a profit?
He has our markup to add value for customers?
We are pleasedour customers better than our competitors?
We are exploiting the market opportunities faster than others?
Our people understand how to create value for our customers?
Dealers must bring our products to maintain legitimacy in the field?
Visit : Proposition 8
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