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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