The Importance Of Knowledge And Experience Marketing Strategy

After 1990s, technology has become an essential tool for marketing; therefore, successful business adopts the new ways of marketing. Regis McKenna emphasizes the knowledge and experience marketing strategy, which result in the success of overall marketing organization. Mckenna argues that knowledge and experience based marketing is the new marketing paradigm, and the knowledge marketing focus on using the new technology to introduce and sell the products. On the other side, the experience marketing creates the relationship with customers through “interactivity, connectivity, and creativity”. He uses many examples to support his arguments throughout the article.

Mckenna states that “Marketing’s transformation is driven by the enormous power and ubiquitous spread of technology”. From his statement, we understand that the importance of technology plays in today’s business. His claim is strong because he uses many specific examples to support his statement. For example, twenty years ago, IBM was the major computer produce company, and the company did not have many competitors. However, today there are almost

He says that “to some marketers, the creation of almost unlimited customer choice represents a threat—particularly when choice is accompanied by new competitors”. The example of Tide vs. Procter & Gamble shows that when customers have more choices, and these choices might become a threat to the marketer. For example, Tide served the entire market before Procter&Gambel introduced variety of Tide such as : “Unscented Tide and Liquid Tide in 1984, Tide with Bleach in 1988, and the concentrated Ultra Tide in 1990”. Procter&Gambel’s different choices became a threat to Tide because they only have one product to compete with Peocter& Gambel. Hence, the Tide company has to transfer into a knowledge base marketing because Tide needs to understand their competitors first and finds the customer need to adjust this