Page 11 - MARKETING & PUBLIC RELATIONS EBOOK IC88
P. 11

  The  images  n  the  minds  of  the  consumer,  is  the  position  of  the  products.  The
                                 position influences the customer’s inclinations to buy.
                               A product may be positioned against a competing product or exclusively by itself.
                               Positioning is the objective and the outcome of the communication efforts in the
                                 marketing mix.
                               Competitive  pressure  can  blur,  even  distort,  the  images  in  the  mind  of  the
                                 consumer.

                          4.  Branding
                               When the images about the features, characteristics, benefits etc of a product are
                                 very strong in the mind of the consumer, a brand is created.
                               Services also can be branded.
                               In services the name of the company is the brand name.
                               When a brand is created, there is less need to communicate product quality.
                               A brand is based upon differentiated feature. It has legal title, can be patented, and
                                 is subject to copyright and trademark protections.
                               The communications about brand is not only through advertising, but also through
                                 the distribution outlets and the price.

                          5.  Relationship marketing
                               It  is  worthwhile  to  try  to  retain  existing  customers,  to  build  strong  long  term
                                 relationship with them, so that they remain loyal.
                               Loyal commited suppliers can save a company extensively through lower inspection,
                                 inventory, and documentation costs.
                               Insurance agents who build relationships find it easy to get fresh business through
                                 referrals.
                               Every customer is seen as a segment of one, not as one out of many of a kind, to be
                                 dealt with as an average.
                               In  the  case  of  insurance,  where  most  of  the  purchase  is  usually  with  some
                                 hesitation, it is very necessary that the agent, who made the sale, be in touch, after
                                 the sale is over, to convey reassurance that the puchase was not a mistake.
                               Relationships have to be built, not only with ultiate users, but with everyone in the
                                 chain.
                               Relationships also have to be built with suppliers and vendors, investing for them
                                 and helping them with technilogy if necessary, which alone will ensure consistent
                                 quality in supplies.
                               Some methods like enclose with every communication, a simle brochure with details
                                 of  the  policy  issued,  create  in  the  office  a  person  or  counter  to  answer  queries
                                 patiently and correctly.

                          6.  Systems approach to marketing












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