Marketing: Xerox Company

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Recommended: Describe contemporary views of leadership in business

Marketing is defined as the process whereby organisations create value for its users and develop a firm customer relationship as to get back value from their customers (Phillip et al, 2008). Marketing Orientation is whereby companies are more focused on customers and rivals when making their decisions and plan improvement (Johnson, 1998). Companies have to understand the consumer and think like them. Businesses drive growth and sustain competitive advantage by practicing the following;
Customer Focus - where companies has to look for customer insights. Companies have to start with the buyer to production. A company with a customer focus has to impact everything that takes place in the market such as; research, to engagement with innovation and product development, to the choice of communication systems that helps the company to stay in touch with the customers. Furthermore (Johnson, 1998) suggests that customer satisfaction holds long historical experiences on consumer usage utility based on consumer research and marketing strategy that involves customer loyalty and retention as the vital keys to unending success of the company.
For example, Xerox Company has a good reputation of providing customer focus. The company mainly concentrates on its products such as copiers and providing an outstanding customer support services against its rivals. It is a document processing company that produces its products with customer in mind. They provide reliable service, matched customer experience and applicable messaging to its customers worldwide that raises customer engagement (Xerox, 2014). Also Procter and Gamble Company provides customer focus by looking at their people’s work and development plans, the company’s investments plans in re...

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... Principals of Marketing. Harlow: Pearson Prentice Hall.

• Long Range Planning (2006) Market Penetration and Acquisition Strategies for Emerging Economies. [Online]. 21pp 177-197. Available from https://nile.northampton.ac.uk/courses/1/BUS2002-STD-1314/content/_1158639_1/Market%20penetration%20and%20acquisition%20strategies%20Meyer%20and%20Yen%20article.pdf [Accessed 6 March 2014)

• Northouse P G (2013) Leadership Theory and Practice. 6th. London: Sage Publications, Inc.

• Sadler P. (2003) Leadership. 2nd ed. London: Kogan Page Ltd.

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• Strategy and business issue 49, winter 2007

• Xerox (2013), Communication and marketing services. [Online]. Available at: http://services.xerox.com/communication-and-marketing-services/integrated-marketing-services/customer-communications/enus.html [Accessed 20

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