One-To-One Marketing: Principles Of Marketing

One-to-one marketing

BUS 2201: Principles of Marketing

University of the People

14/12/2016

(Word count: 803)

Introduction

One-to-one marketing, also known as individual marketing or markets-of-one marketing, is a new method of targeting customer at the time it was first introduced. The purpose of this approach is to make “tailoring products and marketing programs to the need and preferences of individual customers” (Kotler, P., 2014,

p.230). Starting from the idea that every product was made to fit every individual’s interest, such as a suit, shoes or furniture, the approach was brought into the modern market with billions of customers who have different preferences. This approach highly values relationships to customers, forming a close and

The adaptation also means an overhaul of the whole process from sales process, service, operations or marketing approaches. This is in fact a continuous process of self-improvement by further understanding and embracing customers’ interests.

Conclusion:

Considering that one-to-one marketing concept was initiated since 1994, it can be concluded that the concept was no longer a standstill idea but in fact, evolved and became more practical throughout the last two decades. With the help of technology, one-to-one marketing has come closer than ever on bridging individual need of every customer and improving trust customers give for the organizations. In fact, despite of its sophistication in implementation, there are many great benefits organizations can receive by applying it.

Source:

1. Tanner, J., & Raymond, M. A. (2010). Principles of marketing. Nyack, NY: Flat World Knowledge.

2. Kotler, P., & Armstrong, G. M. (2014). Principles of marketing: Global edition (15th ed.). Pearson.

3. Peppers, D., Rogers, M., & Dorfs, B. (1999). Is Your Company Ready for One-to-One Marketing?

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