It is high time for new treatment methods of marketing. Ex-Hopp and strategies are passé. A focus of the entire enterprise to its existing clients and their continuing loyalty needs 5K instead 4P.
says the classic 4P marketing mix: Find the right product or a relevant service (product) for your target audience. Offer this service with the right price (price), so that for your audience a proper Value for money is obtained. Marketed this service via the right channel and the right location (Place), ie where the target group buys the most. And then you have to communicate only (PhD), which is in your power so great, what it costs and how to obtain them.
by employees in this context is the question. Ie: employees come in the classic 4P marketing even before! It is surely clear: Each and every business marketing strategy is only as good as the people who implement them.
became more complex as marketing services, said then: Every company so many P's as it takes. There were also: People, Processes and Physical Facilities. The word of mouth marketers with increased participation. One author has lately the proposal to name the fifth P profit.
But no matter how many: The fundamental problem is with the P's. The whole approach is out of a self-centered vision of the business: Our product, our price, our distribution channel, our advertising. And our profit - preferably as much as possible, even if it is only at the expense of customers.
self-centered or customer-love? to make
The customers and their needs in the first place, is a Methuselah knowledge in management and marketing. In theory. In practice, the situation might be more still quite different. Who is at the top in the organization? The boss! Who has the best parking space in front of the bank branch? The director!
Who was the first item on the home page on the Internet? About us! As the first movement is in the mission statement? We're No. 1! The course of a meeting? It's all about numbers, dates, facts, processes and projects. Oneself with-Self-dealing is on the agenda. Customers on the agenda? No way!
Each x-any sales presentation is one-half hour like this: We are ... We ... We ... We can do ... We offer ...! In other words, I now tell you even know how great we are.
mark males in the animal kingdom by showing off their claim to power. They can flex their muscles, they puff up and are at their best. In sales presentations, I find that often face quite the same. The crazy here: The ones that have to endure to be bored almost to death - but by their own customers, it is just done.
customer first?
The public areas of manufacturing companies are a completely self-glorification program: machine parts, miniatures of production equipment, aerial photography, founder portraits, a world map with the locations befahnte, certificates and trophies. The customers you look there in vain. But it
is another way. So sends the branded goods manufacturer Procter & Gamble los photographer to be clear how customers use each product. These were then hung in the company cafeteria. Because: The customer is the real boss.
The customer in the first place!
The view in the media or their own company again shows what happens when the fast dollar is worth more than the loyal customer. What is now needed a management approach that the three key success factors marketing - and viewed from the perspective of the customer - employee - customer permanently interconnected.
Total Loyalty Marketing is a case in point. Here, the whole Company and every marketing tool and each employee fully aligned to the customer.
from the self-centered 4P of traditional marketing to the Total Loyalty Marketing the 5K: the customer benefits, costs of purchase, the purchasing processes, communication as a continuous back-and-forth dialogue, and finally the culture of the company, as the staff she lives and therefore the customer experienced. Loyalty, leadership, this means the intended target. It is precisely in these times there is only one place where one is really sure: Very close to its customers.
The author
Anne M. Schüller is management consultant and is considered a leading expert for loyalty marketing. Over 20 years she has worked in senior sales and marketing positions of various service sectors and thereby receive multiple awards. The Diploma in Business Administration and eight-time author is one of the best business speakers in Germany. She works as a consultant and trainer and has taught at several universities. To her clients include the elite of the economy. Contact: www.anneschueller.de
bibliography
Anne M. Schüller, Gerhard Fuchs:
Total Loyalty Marketing
With devoted customers and loyal employees to the company's success
5th updated and expanded edition, Gabler 2009
304 pages, 42,00 Euro
ISBN: 978-3834916419
Seminar Note
Total Loyalty Marketing
of these sales drivers recommendation to the active marketing to win back customers
On 25 11. 2009 from 9.00 bis 17.00 clock in Zurich / Regensdorf, CHF 880
Organizer: Swiss Post. Information and registration: http://www.post.ch/pm-dm-seminare-broschuere.pdf on page 21
says the classic 4P marketing mix: Find the right product or a relevant service (product) for your target audience. Offer this service with the right price (price), so that for your audience a proper Value for money is obtained. Marketed this service via the right channel and the right location (Place), ie where the target group buys the most. And then you have to communicate only (PhD), which is in your power so great, what it costs and how to obtain them.
by employees in this context is the question. Ie: employees come in the classic 4P marketing even before! It is surely clear: Each and every business marketing strategy is only as good as the people who implement them.
became more complex as marketing services, said then: Every company so many P's as it takes. There were also: People, Processes and Physical Facilities. The word of mouth marketers with increased participation. One author has lately the proposal to name the fifth P profit.
But no matter how many: The fundamental problem is with the P's. The whole approach is out of a self-centered vision of the business: Our product, our price, our distribution channel, our advertising. And our profit - preferably as much as possible, even if it is only at the expense of customers.
self-centered or customer-love? to make
The customers and their needs in the first place, is a Methuselah knowledge in management and marketing. In theory. In practice, the situation might be more still quite different. Who is at the top in the organization? The boss! Who has the best parking space in front of the bank branch? The director!
Who was the first item on the home page on the Internet? About us! As the first movement is in the mission statement? We're No. 1! The course of a meeting? It's all about numbers, dates, facts, processes and projects. Oneself with-Self-dealing is on the agenda. Customers on the agenda? No way!
Each x-any sales presentation is one-half hour like this: We are ... We ... We ... We can do ... We offer ...! In other words, I now tell you even know how great we are.
mark males in the animal kingdom by showing off their claim to power. They can flex their muscles, they puff up and are at their best. In sales presentations, I find that often face quite the same. The crazy here: The ones that have to endure to be bored almost to death - but by their own customers, it is just done.
customer first?
The public areas of manufacturing companies are a completely self-glorification program: machine parts, miniatures of production equipment, aerial photography, founder portraits, a world map with the locations befahnte, certificates and trophies. The customers you look there in vain. But it
is another way. So sends the branded goods manufacturer Procter & Gamble los photographer to be clear how customers use each product. These were then hung in the company cafeteria. Because: The customer is the real boss.
The customer in the first place!
The view in the media or their own company again shows what happens when the fast dollar is worth more than the loyal customer. What is now needed a management approach that the three key success factors marketing - and viewed from the perspective of the customer - employee - customer permanently interconnected.
Total Loyalty Marketing is a case in point. Here, the whole Company and every marketing tool and each employee fully aligned to the customer.
from the self-centered 4P of traditional marketing to the Total Loyalty Marketing the 5K: the customer benefits, costs of purchase, the purchasing processes, communication as a continuous back-and-forth dialogue, and finally the culture of the company, as the staff she lives and therefore the customer experienced. Loyalty, leadership, this means the intended target. It is precisely in these times there is only one place where one is really sure: Very close to its customers.
The author
Anne M. Schüller is management consultant and is considered a leading expert for loyalty marketing. Over 20 years she has worked in senior sales and marketing positions of various service sectors and thereby receive multiple awards. The Diploma in Business Administration and eight-time author is one of the best business speakers in Germany. She works as a consultant and trainer and has taught at several universities. To her clients include the elite of the economy. Contact: www.anneschueller.de
bibliography
Anne M. Schüller, Gerhard Fuchs:
Total Loyalty Marketing
With devoted customers and loyal employees to the company's success
5th updated and expanded edition, Gabler 2009
304 pages, 42,00 Euro
ISBN: 978-3834916419
Seminar Note
Total Loyalty Marketing
of these sales drivers recommendation to the active marketing to win back customers
On 25 11. 2009 from 9.00 bis 17.00 clock in Zurich / Regensdorf, CHF 880
Organizer: Swiss Post. Information and registration: http://www.post.ch/pm-dm-seminare-broschuere.pdf on page 21
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