Introduction
This report presents a summary about the arguments discussed and exposed for two groups, in the debate realized during the Marketing Management class (28th August, 2014), for and against the preposition: “Targeting the buyer/purchaser is more important than targeting the end-user”. The content of this, include a critical point of view about the most significant aspects discussed by each team. And finally the writer’s opinion about the preposition made.
Positive Argument: “Targeting the buyer is more important than targeting the end user”
Firstly, the position (subject to debate) of those who argue that guiding marketing towards the buyer is more important. It is supported on the financial and economical aspects of buying process. …show more content…
Moreover, a wealth of other external factors that we cannot control will change the buyer’s approach to a certain good or service (Chakraborty, Srivastava, Marshall 2007). However, theoretical studies establish a positive link between market orientation on the buyer and the firm 's customer 's satisfaction (Kohli, Jaworski, 1990).
Relationship marketing buyer–seller has valuable resources that facilitate positive customer value attributions and response (Skarmeas et al., 2002). According to Sanzo (2003) the consensus regarding the consideration of buyer 's orientation as a key dimension of target market is precisely due to the explicit recognition of its beneficial effects on customers. Thus, continued satisfaction normally generates loyalty, which, in the end, converts buyers into the best promoters of the company 's quality and products.
Negative Argument: “Targeting the end user is more important than targeting the …show more content…
Failure rates for new product introductions vary by industry, ranging from 30 percent to 90 percent (Peter 2002). In many cases, the primary cause of these failures can be, for example, traced to a point early in the design process where significant consumer or user information was not collected or analysed prior to the initial fabrication of the device, leading to incorrect assumptions about user needs that resulted in misguided decisions regarding product design and direction (Lewis et al.
This report presents a summary about the arguments discussed and exposed for two groups, in the debate realized during the Marketing Management class (28th August, 2014), for and against the preposition: “Targeting the buyer/purchaser is more important than targeting the end-user”. The content of this, include a critical point of view about the most significant aspects discussed by each team. And finally the writer’s opinion about the preposition made.
Positive Argument: “Targeting the buyer is more important than targeting the end user”
Firstly, the position (subject to debate) of those who argue that guiding marketing towards the buyer is more important. It is supported on the financial and economical aspects of buying process. …show more content…
Moreover, a wealth of other external factors that we cannot control will change the buyer’s approach to a certain good or service (Chakraborty, Srivastava, Marshall 2007). However, theoretical studies establish a positive link between market orientation on the buyer and the firm 's customer 's satisfaction (Kohli, Jaworski, 1990).
Relationship marketing buyer–seller has valuable resources that facilitate positive customer value attributions and response (Skarmeas et al., 2002). According to Sanzo (2003) the consensus regarding the consideration of buyer 's orientation as a key dimension of target market is precisely due to the explicit recognition of its beneficial effects on customers. Thus, continued satisfaction normally generates loyalty, which, in the end, converts buyers into the best promoters of the company 's quality and products.
Negative Argument: “Targeting the end user is more important than targeting the …show more content…
Failure rates for new product introductions vary by industry, ranging from 30 percent to 90 percent (Peter 2002). In many cases, the primary cause of these failures can be, for example, traced to a point early in the design process where significant consumer or user information was not collected or analysed prior to the initial fabrication of the device, leading to incorrect assumptions about user needs that resulted in misguided decisions regarding product design and direction (Lewis et al.