1. On the Basics:
a. We have asserted that marketing is really the strategic idea of ‘connectedness’ with customers. From the perspective of your final project company, identify and discuss how your company connects with its customers – select from either the marketing concept or the selling concept. Be sure to define each concept and be detailed in your response. A: Marketing concept holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do. (customer focus and value are the path to sales and profits) The marketing concept is a customer-centered sense and responds philosophy. (The job is to find the right products for your customers.) My project company Samsung took the marketing concept and connect with its customers. Samsung chooses to concern more about customers’ need and invent products that solve customers’ problems rather than make it and sell it. Before inventing cellphone products it will do a lot of surveys and experiment to find out what problems exist and concerned seriously in modern world. Activities like free gift and sample-with-purchase, free experiencing and considerate after-selling service are good ways of finding what customer want and asking for feedbacks. Not only can these marketing strategies collect data and examples for its study, but also can build a strong relationship with current and potential customers. Besides that Samsung also develop a system of contacting with customers, which uses cell phones and email. By emailing and texting customer what new products are and asking their ideas about them helps improve products and make products more customer-orientated.
b. Referring to your project company provide a well-developed characterization of your market segment and your target market. i. Identify the most urgent issue necessary for you to penetrate or protect your desired market space. Market Segmentation:
The most urgent issue is to differentiate this smartphone from other smartphone of other brands by marketing. There are many smartphones in the market and the most competitive one is the iphone5 from Apple. These two smartphone have similar function and both have good reputation in repairing skins. To market the serum from Lauder we have to stress its function of giving you the most attractive function such as Pop up play and Face Zoom which Apple doesn’t have. c. Lastly, concisely address each of the following central positioning questions pertaining to your project company/brand: i. What position, if any, do you already have in the prospect’s mind? Here I list some of the competitive offerings
Full range of service after selling
Quality of product
The branches of product
ii. What position do you want to own?
With a strong brand advantage and the luxuriant Apple store, Apple now is still the brightness star in people’s mind. But what I am going to do is to give customers more space to experience our product when they come to Samsung store .I aim to own the first place.
iii. What companies must be outgunned if you are to establish or maintain that position? From my point of view, Motorola would be the first one to be outgunned.The reason is that:
2. On the Marketing Mix: Discuss the strengths and weaknesses of your company’s marketing mix and offer strategic recommendations on how the company should handle the most burning marketing problem/opportunity impacting the strategic performance of the ‘mix’. Consider shaping your answer with the 5Cs in mind Strengths: Lauder has diversified marketing strategies from retailing stores to TV commercials to spas. It present the product in many dimensions and gives consumer a full and impressive understand of the product. Weakness: Most of Estee Lauder’s retail stores are owned by the company. Lauder doesn’t want to cooperate...
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