In a hypercompetitive economy with increasingly rational buyers faced with abundant choices, a company can win only by fine-tuning the value delivery process and choosing, providing, and communicate superior value. The task of any business is to deliver customer at a profit. Marketing involves customer’s needs and wants. Nowadays marketing has an important role in the success of organizations and many successful companies see marketing as the keystone of their business. A number of researches on this issue have been implemented to recognize the contribution of marketing to the achievement of company success, and to utilize marketing tools effectively. Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives. A key ingredient of marketing management process is insightful, creative marketing strategies and plans that can guide marketing activities. Developing the right marketing strategy over time requires a blend of disciplines and flexibility. Firms must stick to a strategy but must also find new ways to constantly improve it. Marketing strategy also requires a clear understanding of how marketing works.
Since marketing acts as an intermediary between the company and its customers needs, it interprets the customers’ motives for purchase and ensures the closest response from the company to satisfy the customer’s requirements. Therefore, marketing helps companies improve their competitiveness and gain more success in capturing the market. To create and practice marketing effectively, it becomes a substantial demand in today’s companies due to an ever-changing business and fiercer competitive pressures in the market. Effectiveness of marketing is understood as effective management of the tools of marketing, which consist of Marketing information systems and research, the Products or service, Pricing, Channels of distribution and logistics, Marketing communications, and Selling and sales management, so as to maximize firm’s profit by meeting customers’ needs and wants.
Sales Strategy to Enter, Develop and Remain in the United States Market
The days when all the sales force did was “sell and sell” are long gone. Sales reps need to know how to diagnose a customer problem and propose a solution. Salespeople show a customer prospect how their company can help a customer improve profitability. The Marketing plan is the central instrument for directing and coordinating the Marketing Effort. It operates in two levels: strategic and tactical. The strategic marketing plan lays out the target markets and the value proposition that will be offered, based on an analysis of the best market opportunities. The tactical marketing plan specifies the marketing tactics, including product features, promotion, merchandising, pricing, sales channels and service. (Kotler and Keller, 2005)
An appropriated short term strategy for Quality Kraft Carpets is Targeting or segmentation, once the main objective of the company is to enter in the USA market. It should be based on: value of goods or purchase, customer preferences (type of carpets sold and email ordering service)
A Medium term strategy for Quality Kraft is pricing which objectives the company develops its new market. This practice should adopt short term tactical reductions, establish price premiums and elevate perceived quality of carpets
A long term strategy seeks enable the company remains in USA. Customer Retention is an appropriated Strategy in this case because advanced technology enables suppliers to track the progress of customers and provides profitability of customers relationship through the cost of acquisition and losses of customers at various stages in the relationship (such as enquiry level, conversation to costumer, repeat purchase, up trade, threatened dormancy and...
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