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Introduction
Marketing Planning:
Basic Concepts
Traditional Company Orientation that uses communication asessential one-way-
a command culture- and also promotion to kick into the consideration to buy from
customers.Traditional marketing planning focuses on the four Ps which are
product, pricing, place and promotion. Through the four Ps, product will be alive
with features, benefits, packaging and brand name which are prepared carefully to
achieve customers considerations. Next step relates to pricing issues which is
decided with competitors and profit of company. Then marketing plan will include
the details to distribute the product in the right place and with the types of
attractive promotions to get attention in the marketplace.
Improved Model: Communication can now be two-way as decision makers regain
contact with customers.
Free Flowing Structure: Communication is now flowing in all directions as
project teams and matrix structures replace rigid hierarchical structures and
research is added to promotion to ensure two-way consumer communication
Orientation change
In time, it is recognized that the orientation towards customers has changed. The
traditional marketing practices have been replaced by modern practices where the
customers are placed in different positions.
Business recognizes that customers are the only reason that company must play
any plan from building factories, hiring employees, assuring productivity and
engaging in any business activities with the planned targets and strategies. A
company will be seen successfully when they get their own customers, then keep
all customers stay with the company and grow number of customers bigger and
bigger in the future. All businesses know that the value they create is the value that
comes from customers.
More than that, companies define creating trusting relationships with customers is
always a needed thing. Besides, quality create confidence to provide reliability. In
one word, companies must assure the quality of product that is maintained and
even increased over a long period at a constant level. When a customer buy or use
a product or service that they found it meets their needs, they will have pleasure
with that product or service at good quality. The understanding of quality is
customer that defines the concept of quality standards for company to follow. Once
the level of product quality is kept continuously in present and develop in the
future, the pleasure of customers will increase and the trust on the brand name then
will stay stable.
The traditional Company Orientation only has one-way communication from
company to customer while Free Flowing Structure gets flexible communication in
two-way between company and their clients. Company with Free Flowing
Structure has more opportunities to deliver high quality products and catch up with
customer expectations when they create more flexible contacts with them. As there
are different users which have different expectations of a provided product or
service.
According to the ISO 9000, series quality is defined as: degree to which a set of
inherent characteristics fulfills requirements. The concept of quality allows
company to respond to the expectations and requirements from customer needs.
Company then will need to consider ISO 9000 quality management that involves
all parties influencing the quality of the product. The producing processes
therefore are easily checked and improved.
Conclusion
http://invensity.com/coe-se-qualit%C3%A4tsmanagement.html
http://billionsunited.com/casestudies.php
http://smallbusiness.chron.com/different-perspectives-marketing-planning-80760.html
http://www.businessdictionary.com/definition/customer-orientation.html
http://www.customerchampions.co.uk/creating-a-customer-orientated-culture/
http://www.investopedia.com/terms/m/market-orientation.asp
http://www.investinganswers.com/financial-dictionary/businesses-corporations/market-
orientation-3779
http://www.tutor2u.net/business/marketing/planning_strategic_link.asp
http://asbpgp.pbworks.com/f/KR-ValuMrktg.pdf