Positioning: The Battle for Your Mind

Central Theme

The book Positioning: The battle for your mind by Ries and Trout touches upon the great role positioning plays in the modern business world. The authors admit the fact that for the last several decades the model of 4 Ps has been given great attention. Product, Price, Place, and Promotion became the central concepts for the functioning of any company or organization. However, they insist on the idea that there is one more aspect that should also be considered central as it might precondition the success of any venture. This is positioning. Ries and Trout are sure that the exploration of this aspect might contribute to the improved outcomes and guarantee success.

For this reason, the book is devoted to the investigation of the basic elements of this phenomenon, its place in the modern business environment, and the role it might play in case it is used appropriately. The book provides different examples that show the great importance of positioning and demonstrate how this aspect could be applied in diverse real-life conditions. Additionally, Ries and Trout delve into the major concerns that could make positioning better and contribute to the improved outcomes. For this reason, the books central theme could be defined as the significance of positioning and the impact it might have on different aspects of our life in case it is explored appropriately.

Critical Analysis

Besides, evaluating the given book, several important aspects should be mentioned. First of all, the book is written clearly and logically, and it contributes to a better understanding of the main ideas the authors provide to their readers. Clear and concise language also improves the books image and results in its great popularity among people. Furthermore, the book also provides another perspective on the evolution of any company, organization, or project. Ries and Trout offer a new idea which is different from traditional ones. They introduce another P in the Four Ps model which is Positioning and revolve around its basic aspects.

The books great value lies in its significant contribution to the understanding of how society functions and according to which patterns people engage in different relations. Therefore, cogitating about Positioning: The battle for your mind we should also admit its emphasis on the acquisition of a significant competitive advantage that could help a person to become respected and attain success. In this regard, different aspects of social intercourse are touched upon in the given book. Finally, stating that positioning is a revolutionary idea, the authors are sure that it adds certain consistency to their assumptions. It could affect the product and contribute whether to its overwhelming success or a great failure. For this reason, this aspect should be minded.

Strengths

The book also has several strengths that condition its great popularity and unique significance. First, as stated above, it is written in a clear and understandable language. It means that both specialists and common people will be able to understand the basic conceptions presented by this source. Additionally, the narrative logic contributes to the better comprehending of the material that is provided by the authors. There is a certain order in which the chapters are presented. This manner of the material presented is a great strength of this source as it also assures that readers will understand the authors basic assumptions better. Besides, there is another books unique aspect that could be considered its strength. Positioning: The battle for your mind manages to cover almost all important spheres of social intercourse in terms of positioning.

It provides information on how to become successful in career, business, and other aspects. For instance, the book offers a certain example related to the functioning of a specific company. Positioning is described as a thing that could help any business venture to become prosperous and successful. For this reason, there are numerous advantages that the book possesses and which make it a good source for those who want to improve their understanding of the peculiarities of different processes needed to become successful and prosperous. Besides, considering these aspects, the book could be defined as a good source for me in my studying. It provides another perspective on the functioning of the business world, society, and contributes to the improved comprehending of the basic rules by which people interact. The data presented by Ries and Trout is important to me and should be explored when analyzing the whole course and determining my strategy of personal and professional growth and development.

Weakness

Unfortunately, several drawbacks could be discovered when analyzing the given book. First, it lacks some deep and concise explanation of the increased significance of positioning in the modern world. The authors state that this phenomenon is extremely vital today and provide numerous examples that show how the adherence to its basic principles might contribute to the improved outcomes. However, Ries and Trout do not highlight the grounds for the rise of positioning and do not explain what facts contributed to the necessity of the traditional models reconsideration that was used to attain success and organize the functioning of a certain company or promote a specific product. It could be taken as the books main drawback as it deprives a reader of the deep comprehension of the positioning roots and causes that contributed to its increased topicality. Besides, knowledge of the peculiarities of any phenomenons evolution is crucial as it allows a person to make a forecast related to the perspectives awaiting this very aspect. However, it is the only significant drawback of the given book.

Main Takeaways

Altogether, the book could be considered an important source that improves our understanding of the role positioning plays in the modern world and helps us to reconsider some approaches to social intercourse. Ries and Trout manage to provide another perspective on the functioning of the business world. For this reason, after reading this book, a person obtains new ideas related to his/her further development and becoming a successful individual. Besides, the necessity of the exploration of this aspect in modern society could be considered the main takeaway of the book. We should perfectly realize the fact that good positioning contributes to the acquisition of significant competitive advantage and guarantees that a person will be able to attain success. Additionally, we should also accept the idea that the main concepts peculiar to positioning could be applied not only to the sphere of business. However, all aspects of people’s relations and social intercourse could be improved. For this reason, it is crucial to understand its basic aspects and be ready to use it in real-life conditions.

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Apple in IT Industry

Today, Apple is a leader in the IT industry, and its strengths include knowledge, HR, relationships, selling, and history. The dramatic change made by Apple in the mid-and late 1990s has helped the company to become of the most profitable IT companies in the world and compete with IBM. It is possible to say that effective management and innovative approaches to business were at the heart of organization development and improved performance. Its leader, Steve Jobs, made changes not in a vacuum but within the context of the organizational setting.

Dramatic Change

The need for dramatic change was caused by strong competition and the development of the new operating system by Microsoft (Windows 95) and a new processor, Pentium; during the mid of 1990s, apple lost its market share, especially in the clone market. In 1998, Apple introduced a new Macintosh compatible with SCSI and ADD. The need for change was caused by innovations in production technologies and computerized systems of manufacturing. IBM and Intel need innovative assembly lines in order to increase volumes of sales and storage capacity (Kahney, 78). The threat for both companies was that investment in new technologies required additional finance that Apple did not have (Monks, 2006).

The next year (in 1999), Apple developed and introduced Mac OS X Server 1.0 and iBook. This innovative solution allows Apple to gain market share and appeal to potential consumers with a value proposition. This system had a new GUI and powerful Unix underpinnings proposing great opportunities for users. These changes can be described as “creative innovations” which implemented new technologies and models in order to meet changing economic conditions (Hertzfeld, 39). This process was closely connected with the integrity perception, which was built into their way of doing things, a ‘passion for integrity’ which applies to employees, customers, suppliers, and other audiences such as the community.

Response

The main task of Apple was to introduce its products to market and attract potential consumers. In the late 1990s, the company developed a new advertising campaign based on the slogan “Think Different.” When a company succeeds in creating more value for customers than its competitors, that company is said to enjoy a competitive advantage in an industry. For Apple, competitive advantage was measured by fast response and flexible workforce able to compete on the market (Hertzfeld, 52). The main advantage of the Apple advertising campaign was the ability to respond to rapid change and changing global environment. The slogan “Think Different” was used in several media in order to attract the attention of customers. Apple used a famous television commercial, ‘Crazy Ones’, print advertisements, and television advertisements. The advantage of this campaign was its focused nature. It means that Apple selected areas in which the organization excelled and meet high standards. Following Kahney (2004): “Thanks to declining advertising market in the late 1990s, MacWeek transformed into the cross-platform eMediaWeekly, an attempt to reflect changes in the computing space‘ (85). Focused’ nature helped Apple to create a competitive advantage and remained one of the most profitable companies at the end of the 1990s.

How did Apple Communicate its Relevance?

Apple followed a differentiation strategy which helped it to distinguish its products from IBM. Many of the advertisements were focused on the brand image of the company rather than its products. While other companies tried to attract attention to their products, Apple advertised its brand and unique brand image. Values, like objectives, were typically multiple and conflicting, their ranking constantly altering with changes in circumstance (Hertzfeld, 102). Differentiation strategy was based on the unique image of Apple and its values. Its symbol was a sign that conjured up something additional to its reference, namely what it signified for potential consumers. Using specific slogans, which embodied a complexity of information for those to whom they were significant, Apple promoted specific culture and persuaded customers to buy Apple computers. Thus, “customer loyalty was the only thing that saved Apple during the late 1990s” (Kahney, 247). However, a process giving special significance to the ‘uniqueness of each product led to a particular concern about identity reflecting the individual and group desire to be “different” (Lesikar et al. 34).

Target Groups

The slogan and advertising images were aimed to attract young people and those who opposed traditional norms and lifestyles. Apple communicated to a wide target audience who wanted to be and remain different, keeping a unique personal identity and the self. Apple appealed to diverse customer groups who valued the power of aesthetic attraction (Hertzfeld 105). In this case, Apple persuaded consumers to make purchases valued not just for their functional utility but also for their symbolic utility. Brand images distinguished the various makers of computers in the eyes of the consumer. Apple products, as possessions, helped consumers project a certain social identity.

Success

Innovations and promotion campaign developed by Apple was very effective because it helped the company to gain its market share and attract a wide target audience. Symbols and signs of Apple products originated in the physiological and social needs of life and were characterized by a feeling of incompleteness on the part of the individual, which led to attempts to supply that which was missing. Unique brand image focused attention of consumers on qualities and uniqueness of the propositions, company history, and success. Differentiation strategy and unique approach to promotion led to success and customers’ loyalty.

Works Cited

  1. Hertzfeld, A. Revolution in the Valley. O’Reilly Media. 2004.
  2. Kahney, A. The Cult of Mac. No Starch Press; 1st Edition edition, 2004.
  3. Lesikar, R.V., Flatley, M.E., Rentz, K. Basic Business Communications. McGraw Hill Higher Education. 2006.
  4. Monks, N. What Apple Did Right in the Nineties. 2006.
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Services Marketing: People, Technology, Strategy

Given your understanding of the three-stage model of service consumption, how do you feel management can also use this model to enhance the customer experience

The three-stage model of service consumption outlined by Lovelock and Wirtz (2011) should be used by management to enhance a positive customer experience. Management has to implement certain research at the stage of service development. The research has to be based on the model. Thus, managers have to identify ways the customer can understand he/she needs the service as well as tools he/she is likely to utilize to find the service.

This will help develop effective communication with the potential customer and create the need to use the service. Researchers note that managers’ expectations tend to be far from being realistic and they often do not know about the quality of the service provided, customers’ expectations, or ways to evaluate the service quality (Mudie & Pirrie 2012). Thus, the research has to include surveys, focus groups, and so on (Parasuraman, Zeithaml & Berry 1985). It is important to see what customers expect from using the service. Finally, it is crucial to pay attention to service evaluation and managers have to use numerous tools to check the service quality (including monitoring staff’s performance, addressing customers, implementing surveys, and so on).

In what way did the service encounter you described in your DQ meet your needs, fall short of expectations, or go beyond your expectations. What impact did this have on you purchasing from the same organization again, recommending them, or giving negative word-of-mouth?

The company I addressed went beyond my expectations. It is possible to employ a service criteria checklist provided by Parasuraman, Zeithaml, and Berry (1985) to understand how it happened. Apple managed to provide the service characterized by such determinants as reliability. It was the first time I used the service and it was a successful and pleasant experience for me. I expected to get an answer to my question on an application and I got a detailed answer. Thus, I got what I expected to get.

The service I received was also characterized by responsiveness. I was connected to a representative of the support team within a minute or two. This is a short period for waiting and I was even somewhat surprised to get connected that quickly. Competence was another characteristic of the service I got. The support team member knew how the application worked as if it was the most asked question. At that, the instructions were very clear and precise. The service’s other characteristic feature was accessibility. As has been mentioned above, the waiting tie was rather short and I do not remember the exact time I was calling but I am not sure it was working hours. According to the company, the service is provided 24/7 so it is accessible.

Another characteristic is courtesy as the company’s representative was polite and friendly. As has been mentioned above, communication is one of the distinctive features of the service provided. The support team representative was speaking the language I understood perfectly well. This feature is closely connected with knowing the customer and it is clear that AppleCare specialists have this understanding.

Again, credibility is an important determinant of the service success and Apple provides such services. I got credible information on the application and, importantly, I got credible information on the availability of such a service. Finally, the service is also characterized by such determinants as tangibles. I got my application working properly to its full capacity. This was almost tangible as the product is digital. It is possible to note that only one determinant was not clearly present. Security was not involved as I hardly needed any security measures.

On balance, it is possible to note that the service provided was high-quality and this led to my attitude towards the company as I am willing to address them and give positive word-of-mouth.

Reference List

Lovelock, CH & Wirtz, J 2011, Services marketing: people, technology, strategy, Pearson Prentice-Hall, Upper Saddle River, NJ.

Mudie, P & Pirrie, A 2012, Services marketing management, Routledge, Oxford.

Parasuraman, A, Zeithaml, VA & Berry, LL 1985, ‘A conceptual model of service quality and its implications for future research’, Journal of Marketing, vol. 49, no. 1, pp. 41-50.

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Consumer Satisfaction and Purchasing Behaviors

Introduction

This essay is divided into two segments; the first discussion covers the concept of consumer satisfaction while the second section focuses on the role of the course in understanding consumer behaviors. Besides definitions, the first section will also discuss the impact of consumer satisfaction on marketing and how markets endeavor to promote customer satisfaction in the business.

What is consumer satisfaction? What impact does consumer satisfaction have on marketing? How might marketers increase customer satisfaction? Please provide an example.

Consumer satisfaction has been found to be one of the concepts, which people assume to know, yet this is not the case. In marketing, consumer satisfaction refers to the level at which the needs of a target audience are met by certain goods or services being sold. In other words, the response of the consumer after using a particular product is essential in determining his/her level of satisfaction (Oliver, 2010). Marketing experts agree that consumer satisfaction is quite significant in determining the success of a business, especially when the needs of customers are met beyond their expectations. Even though it might be hard to meet the needs of customers, most accompanies strive to minimize their cost of production without ignoring the expectations of consumers in the market.

Consumer satisfaction has a crucial impact on marketing. In most cases, companies carry out customer satisfaction evaluations in order to make necessary adjustments as recommended by consumers. This is mainly based on the fact that customer retention is cheaper than finding new customers within the market. As a result, marketers use customer satisfaction to make the next move, by either maintaining the standards or making certain changes, which would surpass their needs. Marketers, therefore, endeavor to win the loyalty of customers. For marketers to increase customer satisfaction, they must identify the needs of their customers and carry out an evaluation to determine their satisfaction level after consumption of the products (Oliver, 2010). For instance, Apple has continuously improved its iPhone to meet the needs of its customers, by adjusting its size and making it more user-friendly, thus winning more customers.

How has this course helped in creating a better understanding of analyzing consumer and purchasing behaviors in relation to the 4 P’s marketing mix?

This course has been important in the understanding of customer and purchasing behaviors with regard to the 4 Ps of the marketing mix. From this, it is possible to tell why most excelling companies emphasize meeting the needs of their customers as opposed to expanding the business. From the course, it is evident that consumer behaviors are supposed to set the pace and course of action in order to remain relevant and competitive in the market (Chandrasekar, 2010). Through this course, one is able to go beyond defining the marketing mix of a company and explaining the implication of these four major elements.

For instance, the course has discussed the need to identify the product, which the company is going to produce, the relevance of the product to customers, its name, physical features, and its uniqueness in the market. Additionally, the course has explained the need to identify the correct place where customers look for this product, what competitors are offering in the market, and the possibility of using particular channels to ensure that the products reach customers. Moreover, the study helps in understanding the role of price, and how to determine the best price for a product, in relation to customers’ ability, discounts, and competitors’ offers. Lastly, the study has helped me to understand the need for an effective promotion approach. Under this, a company should decide on promotion channels, time, and how other players in the market reach its consumers (Chandrasekar, 2010).

References

Chandrasekar, K. (2010). Marketing Management: Text & Cases. New York: Tata McGraw-Hill Education.

Oliver, R. (2010). Satisfaction: A Behavioral Perspective on the Consumer. New York: M.E. Sharpe.

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Segmentation of the Consumer Market

Segmentation of the consumer market is a strategy in marketing where target markets are broken down into groups. These groups are divided on the basis of their needs (Lacobucci, 2001). Target markets with needs that are homogenous are put in the same groups. The groups must also have common priorities and interests. Marketers then design strategies and implement them in order to target the segments. The strategies enable marketing work to be easy and successful. It is the responsibility of a marketer to establish these groups and make appropriate strategies. That ensures that marketing becomes successful.

There are market segments that prefer to shop online rather than from retail shops. The interests and characteristics of these groups are different. A market segment that shops online is the group that has minimum time to physically visit outlets to shop (Lacobucci, 2001). The individuals in this group are busy at work and hardly get free time to shop from outlets. The online shoppers’ market segment also consists of individuals that love convenience. These are individuals who hardly want to break their routine to shop. They like shopping from online platforms in the comfort of their homes. They prefer goods and services that they purchase to be delivered at their request.

The segment with individuals that shop from outlets has different characteristics. The consumers in this group have time to visit shops. Research confirms that they have time to visit several outlets to compare prices and quality. They also do not feel inconvenienced by physical shopping. Most of the people in this group love shopping. Some use shopping to pass their free time. Therefore, there are market segments that are driven by their needs to shop online and others from shops. The decision to go online or offline depends on interests. However, it is marketers who must learn of these interests and move in to satisfy their consumers (Devashish, 2011).

There are common themes among market segments that determine outlet selection. These themes are important because they largely influence the decision of consumers to select an outlet (Lacobucci, 2001). Some of the themes are business layout and good quality music good. Retailers can build a strategy around these themes and increase the chances of their outlets being selected by consumers. Another theme around which retailers can build strategy is the color scheme. Outstanding color scheme influences consumer’s decision to enter into an outlet.

Post-purchase dissonance is a cognitive behavior after purchase where consumers feel they made a wrong decision by making a purchase. Consumers feel they would have made a better decision by buying another product. Post-purchase dissonance has an effect on the loyalty of a customer to a brand (Doole $Lowe, 2005). This is because customers start that there is a better product than the one they have been buying for a long time. This means that they could shift their loyalty and start buying a different product.

Companies need to keep track of their customers in order to evaluate the post-purchase consumer behavior. This helps in detecting any dissonance from customers. The first strategy is to form a customer feedback platform. This is where customers are requested to comment on goods or services after purchase. Companies can evaluate the level of dissonance from the strategy through feedback. The other strategy is the record-keeping of customer purchase behavior ((Devashish, 2011). This mostly consists of purchase frequency. A loyal customer has a regular frequency purchase record. A change in the purchase trend should be an indication that brand loyalty has reduced. Companies can observe the trend and use it to detect any dissonance.

References

Lacobucci, D. (2001). Kellogg on Marketing. New York, N. Y: John Wiley & Sons Publishers.

Doole, I & Lowe, R. (2005). Strategiv Marketing Decisions in Global Markets. Boston, M.A: Cengage Learning Publishers.

Devashish, D. (2011).Tourism Marketing. London, U.K: Pearson Education Publishers.

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The Marketing Philosophy Analysis

Thinking

Quality products and quality processes are said to be key factors differentiating market leaders from market followers. IMB is a market leader in IT products investing in new solutions and promotion campaigns. As a result, the key success factor for many firms is maximizing customer value. Rather than price, a strong brand image has become the dominant influence on customers’ perceptions of value. A strong brand image is one of the main competitive capabilities which help IMB to compete with other companies. Thus, a brand image is much more important to customers and managers than previously imagined. With rising consumer expectations and legal requirements for better quality, customers are loyal only as long as the firm provides the best value. For IBM managers, statistically-based value management processes provide the only systematic way to continuously improve relative value (and cost) positions and thus recapture market share. This fundamental shift in the basis of long-term competitive advantage suggests that the strategic management process itself needs to be reexamined (Crawford 2003).

To some extent, a strong brand image is created and supported by a first mover advantage of the company. IMB is a real market leader in software products proposing unique and state-of the art solutions to IT industry. Apple and other companies are just followers who copy, improve and adapt these ideas and solution to a certain market. Fundamentally, the firm’s single most important strategic obligation is to provide best net value to customers; it is so important that it constitutes every firm’s superordinate goal (IBM Home Page 2008).

Marketing begins before goods are produced and continues after the consumer has purchased them. Second, it emphasizes helping consumers to solve problems in ways that are compatible with the profit, volume, and image objectives of the firm. Third, it recognizes the management implications of adopting this view — for example, top-level responsibility for the marketing executive, reorganizing the marketing department, and integrating and coordinating marketing activities (Paley, 2006). The marketing philosophy is the natural reaction of management in attempting to meet the needs of a keenly competitive, constantly changing environment. It is designed to direct the entire business to serving those customer wants and needs that are in line with the objectives of the corporation. It reflects an integrated and coordinated approach to the management of marketing activity, and the development of total systems of business action that recognize the market as the focal point of business (Drejer, 2002).

Taking into account competitive capabilities, it is possible to say that IBM sells a full range of products including software and hardware. In contrast to IBM, other companies cannot propose full product line companied with high quality. The product-and-service mix is a significant force in corporate growth. Profit performance and market adjustment have as their fulcrum new product development. It is possible to say that IBM is a new products oriented company which helps it to contribute substantially to profitable sales. In spite of criticism, IBM produces new products at the right time (Drejer, 2002). The necessity of adding new products that will yield profits to sustain corporate growth is clear. New products also level out seasonal impacts, spread risks, use talents, capitalize on tax advantages, and replace obsolescent items. Business success depends on producing the right product at the right time. New-product development is risky, for market opportunity is couched in uncertainty and instability, and competition system and the unpredictability of customer reaction increases the risk. Product planning requires a careful estimation of costs, profits, and timing.

The latter factor is crucial; products developed too soon or too late will fail. Companies faced with high expenses and new-product risks may adopt different strategies from those that are not. For example, they may introduce a new product in one geographic area at a time rather than on a national basis (Drejer, 2002). This limits the risk. Mistakes are made and corrected on a local rather than national basis, and the funds generated from sales in one area can be used to finance expansion. One life-cycle audit for a company that believed it had an innovative reputation and image, and was profiting from the new products and the skills of its renowned designers. IBM competitors do not take into account the fact that products now seem to mature more rapidly, and their life cycles are getting shorter. This means that product lines will have to be audited more carefully and strategies directed to capitalize on the life-cycle situation. Firms too often only pay attention to current problems, neglecting life-cycle considerations and the impact of marketing strategies (IBM Home Page 2008; Hollensen, 2007).

In sum, IBM brand is associated with a first mover market position, innovative products and solutions and full range product lines. The product development function primarily influences the consumer’s need for performance, image, and price. In order to satisfy these needs, IBM works on the product design, package design, product concept, compatibility with other products and product cost. The goals are the specific, tangible, quantitative measures that are used to track progress toward the objective. Objectives and goals should be the same for both the business and organization strategies. For IBM, marketing is only am activity which help it to sustain a strong brand image, thus the company relies on competitive capabilities or a series of interrelated decisions on how the company is going to achieve competitive advantage.

Bibliography

Crawford C. Merle. 2003. New Products Management. Irwin-McGraw Hill. 7th edition,

Drejer, A. 2002, Strategic Management and Core Competencies: Theory and Application. Quorum Books.

Fill, C. 1999. Marketing Communication: Contexts, Contents, and Strategies 2 edn. Upper Saddle River, NJ: Prentice Hall.

Hollensen, S. 2007, Global Marketing: A Decision-Oriented Approach. Financial Times/ Prentice Hall; 4 edition.

IBM Home Page. 2008. Web.

Paley, N. 2006. The Manager’s Guide to Competitive Marketing Strategies. Thorogood.

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Marketing Concepts, Trends and Future

Marketing Mix and Marketing Strategy

A marketing mix is a combination of factors that are likely to affect customer perception towards a certain service or product offered by a company. Four main factors that are included in the marketing mix; they are price, product, place, and promotion. The marketing mix is not the same as a marketing strategy but is a tool of a marketing strategy.

Marketing management and its daily functions

Marketing management means a continuous process that ensures that a company’s products are competitive and are meeting consumer’s needs. It is important in keeping a company’s products competitive and assists in product development and differentiation. A marketing manager has the role of evaluating the response and challenges of the process daily.

Applied Marketing

Applied marketing strategy is a business marketing policy where a company aligns its processes and products to facilitate the development of effective marketing and customer management systems. It looks in all spheres that can affect a marketing campaign.

Marketing Strategy and Marketing Plan

A marketing strategy is an overall policy to be followed in marketing within a company; it looks into areas of increasing the general awareness and aligning a company to success factors. A marketing plan is part of a marketing strategy that deals with getting the products or service to the customer, it has a narrower and more focused approach than a marketing strategy.

“Good Corporate Citizen” Status in Marketing

Some companies that I feel have good citizenship include Toyota Motor Company and Starbucks Coffee Company. Both companies have enacted environmental conservation policies and are aiming at improving their processes to have environmentally friendly operations. The policies have strengthened their marketing strategies.

Social Responsibility in Marketing

Social responsibility means the concerns and benefits that a company has to the society; it involves programs that aims at giving back to the societies through programs that benefit the society. They are used as marketing tools as they lead to good customer’s business relationships.

Marketing to Business vs. Consumers

Marketing to business means that the business wants to create awareness and make a sale, marketing to consumers is perceived as a tool through which a company wants to attain its targets through the customer. For example, engaging in corporate social responsibility programs is marketing to businesses while reducing prices to consumers is selling to customers. Both can be undertaken together.

International Trade and Marketing in the Future

International trade has increased due to corporation among different countries; on the other hand, globalization and improvement of communication and transport networks have played a crucial part. In the future, the trade is expected to be hijacked with computerized business processes like e-business and e-trade.

Customer Relation Management

Customer relation management is a current marketing tool where a company aims at improving the relationship it has with its customers; when a company is adopting this policy, all decisions are made with a reflection of their effects on the customer. The method of marketing is on the rise and is expected to grow further.

Marketing Changed by Internet

The internet is another tool/media of marketing; companies can now sell their products via the internet. Some of the methods that can be used to advertise and sell goods online include online advertising, e-trade, and e-business.

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