Mrketing Essay Example | Topics and Well Written Essays - 1250 words

Mrketing - Essay Example My concept of mrketing is close to the definition by CIM tht looks not only t identifying customer needs, but lso stisfying them (short-term) nd nticipting them in the future (long-term retention). In its most generic form, I define mrketing s mrketing seen s reltionships, networks nd interction or mrketing bsed on interction within network of reltionships. In the brodest sense of mrketing, ll mngement, the whole society, nd even life itself, form networks of reltionships within which we interct in our roles of business executives, employees, consumers, citizens nd humn beings. Collbortion. The core contribution from mrketing is its emphsis on collbortion. In nrrow sense it comprises the collbortion between customer nd supplier. This hs lwys been prcticl necessity for services nd for the development, production, mrketing nd purchsing of complex products in business mrketing. Its prctice, however, is often unprofessionl nd guided by legl-bureucrtic vlues nd lck of empthy. Its introduction in theory nd eduction is long overdue. Tody, severl sources independent of reltionship mrketing stress collbortion. Collbortion is the very reson for forming n orgniztion; you collborte inside nd compete outside. In totl reltionship mrketing you both collborte nd compete, inside s well s outside the orgniztion. Long reltionships. Long reltionships. series of studies clim tht the longer the reltionship with customer, the higher the profit will be. This is primrily due to two effects of customer loylty: reduced mrketing costs when fewer customers defect; nd incresed 'customer shre' or 'shre of wllet' ( higher shre of the customer's purchse of product or service goes to single supplier). Long reltionships re lso needed inside the orgniztion. Win-win. Effective collbortion in long-term reltionship cn only tke plce if the prties feel like winners, or t lest tht they gin from the reltionship nd tht it is their best option under current circumstnces. It requires ech prty to think of the other prty s prtner rther thn s n