Connections with Customers
In the present day, most marketers are realizing that they don't want to attach with just any customers. Rather then, most are targeting fewer, potentially more gainful customers.
A. Greater diversity and new consumer associates have meant greater market fragmentation.
a). Marketers have responded by moving to more segmented marketing where they target carefully selected sub markets or even specific buyers.
B .At same time, companies are analyzing value of the customer to the firm. What value does the customer bring for the organization? Are they appeal pursuing?
a). Connect with those that will be bring in income.
h. Connect for a customer's lifetime.
I. Instead than always looking for new customers, the focus has shifted now to keeping current customers and building lasting relationships based on superior value and satisfaction.
II. Long-term profits have superseded short-term increase.
III. Companies are expenses more time considering "share of customer" and less time worrying regarding "share of market."
a). Employees are being trained in the cross-selling.
b). Now Up-selling is a common practice.
Today, beyond connecting more deeply, several companies are also taking advantage of new technologies that allow them connect more directly with their customers.
1). Now Products are available through mail-order catalogs, telephone, kiosks, and electronic commerce.
2). Business-to-business purchasing over the Internet has improved even faster than online consumer buying.
3). some firms sell just via direct channels (For example: Dell Computer, Amazon.com).
4). other firms use a combination of direct selling and traditional selling methods. Direct marketing redefine buyer's role in connecting by sellers.
1). Now buyers are active participants in shaping the marketing offer and procedure.
2). Some companies permit buyers to design their own products online.
3).Some marketers have hailed direct marketing like the "marketing model of the next millennium."