Alexis Tapia
BUS 103 Sec 022
April 17, 2015
Marketing is Everything Reading Notes
Mckenna, R. (1991). Marketing is everything. Harvard Business Review,1-10
Main Idea: This article discusses the transformations of strategic marketing. Marketing is not what one initially assumes it is, and with the technological changes and innovations coming about, marketing has faced several barriers and future impact.
Choice is being influenced by the transformation of technology and business is being transformed by choice.
Technology has advanced and changed very rapidly. Our business world depends on the most recent technology. Technology impacts customers’ choices of buying because what costumers want is convenience and personal satisfied tastes.
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Which company do I trust to get it right? Which company would I rather do business with?” (Mckenna 5).
When customers seek for a specific product or service, they obviously want the company to be responsible and well organized. A customer wants to be able to trust the company in which the company delivers everything correctly and the way the costumer wants. When all the customer wants and needs are met, the customer will be to determine which company fits best.
It would only make sense that the company is paying attention to what their customers need, want, and think. If the company is up for it, they will create a loyal customer and a good sector in the marketplace in regards to their products.
Marketing must be lived in order to appreciate it
Experience is the best way to connect with someone. With the fast changing technology, the growing market demands, and the customer varying needs, a company stands out from its competitors is through its customer service. The best approach to marketing is customer service and through this the customer would remember and be loyal to the company.
The article discusses that “Marketing’s ultimate assignment is to serve customers’ real needs and to communicate the substance of the company—not to introduce the kinds of cosmetics that used to typify the auto industry’s
From the response of the consumers, companies make enhancements in their products as per the necessities of the consumers. From the approach or the associations with the consumers, companies get a chance to gratify their consumers and build up a competitive edge. This mechanism facilitates companies to stay with and goes ahead from their competition. Therefore, consumer relationships help the companies to make a competitive edge. (How to build a customer-centered organization to gain competitive advantage)
Marketing is a very unique process that enables limitless methods or variations for an entity to appeal to a particular target market as well as to deter from a particular market. Marketing is used in more than just business; The kinds of clothes an individual wears and the attitude a person portrays can be used to market him or herself to the public for many reasons: Maybe to attract a woman a man is attracted to, possibly to impress the president of a company a person is interviewing for, and even to just create a base of his or her character in which other people will judge him or her by. Marketing is everywhere from the business side of the spectrum to relationships people have
Customers make demands on the market by routinely expressing their desire for “more”. This has been called “seeking a bigger and better deal”. The demand is for more value, and more options. As they search the marketplace for its offerings, customers are often pleased to see new suppliers. They consider the new offerings, and make decisions about changing their purchasing habits.
Changing technology may affect the demand for a firm’s products and services but on the other hand due to technology businesses can have systems that provides faster services like the retail businesses have systems that does stock control, cash and customer service.
He grabs the readers emotions by talking about how other companies take advantage of their customers. The book tells us the only thing companies care about is how much money they make. Chouinard states, “We are a product-driven company. That means the product comes first and the company exists to create and support our products.” Chouinard believes that although profiting is important he does not cut corners giving customers the best quality that also does not harm the environment.
Over the past few years technology has caused significant changes in the way enterprises conduct business.
Information technology has advanced in multiple ways in society, where organizations has implement the structure into their work environment. Industries have outsource their manufacturing to other places in the world and rely on telecommunication to keep the marketing. The geographic distribution has changed significantly by reducing the distance it takes to complete an operation, due to information technology. These are just a couple of examples of how this advanced technology has reshape our society and continuing.
Over the years, technology has become a major part for a business and for an individual as well. Technology has become so advance that it has made a major effect for the staff as well as for the customers. New technology has helped in many areas such as data and information storage, advertising, transportation and communication.
Innovations in technology can force a business to change just to keep up. Employees who have never used computers need to be trained to operate the new computer system. A business also can benefit by implementing a technological change. According to the Hotel Online website, the airlines
Back in the olden days, the success of an organisation was determined by the quality nature of products they provided their customers. It was believed that customers were ignorant and did not know exactly what they want and therefore accepted whatever was given them; thus the final decision rested on the producer or service provider. The case however, in today’s business environment is the reverse of the above mentioned. Due to technological advancements, increased competition and the fact that people have become more informed and knowledgeable, customers now determine exactly what
The traditional view of marketing is that the firm makes something and then sells it. A) Will not work in economies where people face abundant choice. B) New
Marketing is selling the product goods and service by knowing the needs and wants of the customer and consumer (Kotler P, 2009). Marketing Management expertise has capable of knowing the change of an organisation to manage both the internal and external challenges of environment (Cant M C, et al, 2009). A company needs to classify the customer needs and identifies the demand of the supplying
The paper discusses the role of Marketing with a broader vision. The paper encompasses the correlation of Marketing with Corporate strategy and Competitive strategy. The paper calls for us to think of role of Marketing beyond its role independent of other business strategy. A concern for attention paid by non-academics outside of marketing towards marketing literature is also brought up. According to paper Marketing is defined is phenomena of study of real world problems. Paper also brings in the challenges that marketing team faced in 70’s and 80’s of 20th century due to industry’s Diversification and Divestitures.
Consumer behaviour is complex and a company has to fit their product more closely and satisfy their customer needs more fully than the
In this section of task I am going to discuss about strategic marketing and the role of strategic marketing.