Marketing
Currently, companies in almost all industries are faced with intensive competition (Goyal, 2014). Consequently, for more that 50 years now, researches have been discussing the benefits of customer-centric paradigm (Shah et al., 2006). As found by Kotler et al. (2008) it is inherent for firm success to have the passion for satisfying customer needs and marketing is the business function that deals with customers the most. Therefore, managing the profitable relationship with customer and attracting new customers by promising superior value are its main goals (Kotler et al., 2008). In fact, according to management guru Peter Ducker, “The aim of marketing is to make selling unnecessary”. The aim is to “know and understand the customer …show more content…
Organisations have the range of activities/tools available in order to do that. This concept is known as “marketing communications mix” and commonly called “promotions mix” or the “promotional mix” ; indeed, Crosier (1990) clearly states that the terms have exactly the same meaning in the context of the 4 P’s. Although, it can be easily argued that marketing communications is broader concept than promotions. Moreover, Fill (2013) suggests that successful marketing must involve managing various elements according to the needs of the target audience and the goals the campaign seeks to achieve. The elements that made up traditional marketing communications mix tools include advertising, sales promotions, public relations, direct marketing and personal selling. These were mixed together in various combinations and different degrees of intensity in order to attempt to communicate meaningfully with a target …show more content…
However, it was the rise of mass media in industrialized countries that contributed greatly to the rise of “brand world” in the twentieth century (Landa, 2006). In fact, currently brands are everywhere (Kapferer, 2011). The American Marketing Association offered the following definition of a brand as “A name, term, sign, symbol or any other feature that identifies one seller‘s product or service as distinct from those of other sellers.” (Bennet, 1995). On the other hand, Berry (2000) associated brands with a promise of future satisfaction. It is a blend of what the company says the brand is, what others say, and how the company performs the service—all from the customer’s point of view (Berry, 2000). As observed by Fill (2013), successful brands deliver consistently on their promises, by meeting or exceeding expectations, and in doing so reinforce the positioning and performance. Moreover, much attention has been devoted to the concept of brand equity (Aaker and Biel, 1992; Leuthesser 1988; Maltz 1991). In a general sense, it is defined in terms of marketing effects uniquely attributable to the brand – for example, when certain outcomes result from the marketing of a product or service because of its brand name that would not occur if the same product or service did not have that name (Keller, 1993). In order to become a “passion brand”, Kapferer (2011) claims that brands
Currently, companies in almost all industries are faced with intensive competition (Goyal, 2014). Consequently, for more that 50 years now, researches have been discussing the benefits of customer-centric paradigm (Shah et al., 2006). As found by Kotler et al. (2008) it is inherent for firm success to have the passion for satisfying customer needs and marketing is the business function that deals with customers the most. Therefore, managing the profitable relationship with customer and attracting new customers by promising superior value are its main goals (Kotler et al., 2008). In fact, according to management guru Peter Ducker, “The aim of marketing is to make selling unnecessary”. The aim is to “know and understand the customer …show more content…
Organisations have the range of activities/tools available in order to do that. This concept is known as “marketing communications mix” and commonly called “promotions mix” or the “promotional mix” ; indeed, Crosier (1990) clearly states that the terms have exactly the same meaning in the context of the 4 P’s. Although, it can be easily argued that marketing communications is broader concept than promotions. Moreover, Fill (2013) suggests that successful marketing must involve managing various elements according to the needs of the target audience and the goals the campaign seeks to achieve. The elements that made up traditional marketing communications mix tools include advertising, sales promotions, public relations, direct marketing and personal selling. These were mixed together in various combinations and different degrees of intensity in order to attempt to communicate meaningfully with a target …show more content…
However, it was the rise of mass media in industrialized countries that contributed greatly to the rise of “brand world” in the twentieth century (Landa, 2006). In fact, currently brands are everywhere (Kapferer, 2011). The American Marketing Association offered the following definition of a brand as “A name, term, sign, symbol or any other feature that identifies one seller‘s product or service as distinct from those of other sellers.” (Bennet, 1995). On the other hand, Berry (2000) associated brands with a promise of future satisfaction. It is a blend of what the company says the brand is, what others say, and how the company performs the service—all from the customer’s point of view (Berry, 2000). As observed by Fill (2013), successful brands deliver consistently on their promises, by meeting or exceeding expectations, and in doing so reinforce the positioning and performance. Moreover, much attention has been devoted to the concept of brand equity (Aaker and Biel, 1992; Leuthesser 1988; Maltz 1991). In a general sense, it is defined in terms of marketing effects uniquely attributable to the brand – for example, when certain outcomes result from the marketing of a product or service because of its brand name that would not occur if the same product or service did not have that name (Keller, 1993). In order to become a “passion brand”, Kapferer (2011) claims that brands