Marketing Plan For A Marketing Strategy Essay

Marketing Plan For A Marketing Strategy Essay

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Consumers purchase goods to serve their needs and wants. Firms develop offerings to meet customers’ needs and wants. Firms have the choice whether to market to targeted groups of people or all consumers. The targeted, “rifle approach,” has several advantages over the mass marketing, “shotgun approach.” A few of these advantages are that the targeted approach allows firms to focus on most profitable customers, identify early adopters of a product, avoid head-on competition with other firms, and develop new offerings (Tanner & Raymond, 2012). According to Tanner and Raymond (2012) the trend in today’s marketing efforts is towards precise, targeted marketing. Don Peppers and Martha Rogers developed and promoted in their 1994 book The One to One Future a targeted marketing idea that “…outlines the steps companies can take to target their best customers, form close, personal relationships with them, and give them what they want (Tanner & Raymond, 2012, p.90).” The One-to-One Marketing strategy includes five steps to successful implementation. The steps include:
1. Establish short-term measures to evaluate your efforts
2. Identify your customers
3. Differentiate amongst your customers
4. Interact with and target best customers
5. Customize products and marketing messages to meet their needs
Before implementing One-to-One marketing (OTO) it is important that firms know how to measure the success of their efforts. They will need to establish one or several metrics for evaluating the short term success of the OTO marketing plan. These may include measuring customer satisfaction, number of products sold to customers, or other measures (Tanner & Raymond, 2012). This is done before engaging in OTO marketing to determine if the plan i...


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...ming is recommended.
Stepping into your local coffee shop, being greeted by a familiar and friendly face, followed by the statement: “You would like your usual double shot caramel macchiato? You had a carrot muffin last time, would you like one today?” is a form of One-to-One marketing. You and your preference have been identified and remembered. Your value has been acknowledged in the remembering of your “usual.” You have been obviously differentiated from the gentlemen visiting the shop for the first time. In addition an evident procedure for interacting with you has been firmly established and the experience has been tailored to meet your needs/wants. Tanner & Raymond (2012) summed up One-to-One Marketing succinctly: If target marketing can be referred to as a “rifle approach,” One-to-One Marketing can be viewed as a “rifle approach with a scope (p.90).”



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Marketing Plan For A Marketing Strategy Essay

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