For the best marketing strategy - Are brands that you prefer. The picture quality equal to most recipients. Box may be different but have told you everything about the reliability of the set. You did not ask the salesperson to open the set to see the quality of its components. In the end, you get the best picture quality without any evidence.
Third, most companies are chasing one another in quality in most markets. When this happens, the quality is no longer a determinant of brand choice.
- Fourth, some companies are known to have the highest quality, such as Motorola when it says sigma quality.
But is it enough for customers who require a level of quality and will pay for it? And what costs incurred Motorola to get a six sigma quality? It is possible that to get the highest level of quality, cost too much. - Win Through Better Service
We all want good service. But customers define it in different ways. Eg providing service in the restaurant.
Some customers will like the servant who appeared quickly, taking orders accurately, and send the food quickly. Other customers who will feel that this is too hasty and instead wants them should come out with ease.
Each service is divided into a list of attributes, namely: the speed, friendliness, knowledge, problem solving, and others. Each person occupies different weights at different times in different contexts in each service attribute. Claiming a better service is not enough. - Win Through Lower Prices
Low price strategy has been used by several companies, including the largest furniture seller IKEA; largest general merchandise retailer in the world, Wal-Mart, and one of the most profitable airlines in the Southwest United States.
But with lower prices, the leaders must be careful. Possible companies with lower price can enter the market quickly. Sear practicing for a year of low prices, Wal-Mart to beat on price.
Low price itself is not enough to build a viable business enterprise. Yugo, a car with low prices, but also low in terms of quality and disappeared. The size and quality of service must also be shown, so that customers feel they are buying for a particular value, not just price. - Win Through High Market Share
Seara general, the market share leaders make more money than their competitors lamer. They enjoy economies of scale and higher brand recognition. T
there 'effect follower' and first time buyers who have a higher confidence in choosing the company's products. But many leaders of high stock market is not profitable. A & P is the largest supermarket chain in America for years and have not gotten gains. Consider the condition of the giant companies like IBM, Sears, and General Motors in 1980, when they do a lot worse than their smaller competitors. - Win Through Adaptation and Customization
Many buyers who want the retailer to modify their offerings to include features or special services they need. Companies like Federal Express business may take a letter every day at 7 pm, instead of 5pm.
Guests may want to rent a hotel room for just half a day only. These needs could be an opportunity for the seller. But for many sellers, the cost becomes too high to adapt its offer to every customer. Mass customization can be done for some companies, but many others are finding that this is a strategy that is not profitable. - Win Through Continuous Product Improvement
Continuing product improvement is a sound strategy, especially if the company can lead a number of product enhancements. However, not all increases in value. Just how much can be paid by the customer if they say about a better detergent, razors are sharper, faster car? Some of the products reached the limits of their possibilities for improvement, and the recent increase does not mean much. - Win Through Product Innovation
An advice that often is "Innovate or Yawn". True that some large innovative companies, like Sony and 3M, have earned huge profits by introducing new products that is extraordinary. However, the average company has not fared well in introducing new products.
Failure of new products in the packaging of branded consumer goods are still about 80% of the world's industrial goods about 30%. The dilemma is that if a company does not introduce new products, eating probably will "evaporate"; but if you introduce new products, will probably lose a lot of money. - Win Entering Through High Growth Markets
High-growth markets such as solid-state electronics, biotechnology, robotics, and telecommunications have become an attraction. Some market leaders have gained wealth in the industry. However, the average company that entered the high-growth market failure.
Hundred of new software companies began entering the area, such as computer graphics, and only a few are able to survive. If the market has received several corporate brand as a standard, the company began to enjoy the increased volume and outcome. Microsoft Office has become the standard, and other alternatives have been close at his side.
Additional problems are the product into the unused very quickly in a fast-growing industry, and every company should invest continuously to keep up. They almost did not get their profits from their last offer before they invest in developing a replacement. - Exceeding Customer Expectations Through Win
One of the most popular marketing cliche now is that the winning company is one that consistently exceed customer expectations. Meet customer expectations will only satisfy the customer; exceed their expectations will please them. Customers are satisfied with the dealer has a much higher likelihood of remaining customers.
The problem is that when customer expectations are exceeded, they have higher expectations in the future. Duty to exceed the expectations of the higher will be more difficult and more expensive. In the end the company should be satisfied only by fulfilling the last hope.
In other words, many current customers who want the highest quality, additional services, high comfort, customization, refund rights, guarantees, - all with the lowest prices. Obviously every company must decide which of the many customers who desire to meet profit.
Sources:
Philip Kotler, Kotler on Marketing, Free Press.
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