Continuously Satisfying Customers Strategy

In terms of continuously satisfying customers strategy the Electrolux has highly laudable

advocacy called clothes and Hugs, a three-monthly campaign that featured the first fully

operational Mobile Laundromat in the Philippines. Electrolux provides five working machines

and dryers for washing donated clothes so the less fortunate or the victims of disasters will get

them already clean and ready to wear. Electrolux collected and washed over 10,000 kilograms of

clothes for turnover to the campaign’s beneficiaries. It not only created awareness of the

Electrolux Clothes and Hugs campaign as a corporate social responsibility activity, but also

successfully affirmed the joy and quality of life brought Electrolux washers and dryers. In

customer purchase decision process regarding in backward sequence to attain customer loyalty

like the customers will not repurchase products unless they are satisfied with the products. And

they cannot be satisfied with the product unless they have tried the product. The marketers might

talk about delighting customers but this can be only happen after their basic needs and wants are

satisfied. Regarding in the second way to create demand aside from satisfying needs and wants is

by creating dissatisfaction; firms get to take advantage of their unique capabilities and resources

in addressing unclear needs of customers. The customers have needs, wants and expectation in

the products. For me the most important is the needs because needs are particular we use in our

daily life. And wants of people are extra needs in our life. In expectation Citibank knows the

most importance of their customer’s expectation. In the experiencing customers expectation the
Citibank have invested in information technology to allow their clients to experience a unique

banking experience thru their Citiphone banking. The role perception is has ability to satisfy

expectations beyond the consumer needs has to do largely with role perception of task doer or

the client server. Since the function of a product or a service is to satisfy customer’s needs and

wants, let us look at how winning products concepts are formulated. By a winning product or

service concept, we mean that which makes customers shift preferences in a brands favor.

In the of purchase decision process of high versus low involvement products, the low

involvement products is the consumers simply need to be informed of the existence of a product

for them to try and evaluate the product. In this is easier compared to high involvement products

because consumers perceive the risk in trying the product to be lower. After needs and wants of

the target consumers are defined and the products features matched accordingly, firms can now

indentify the strength and potential strength of their positioning to support their product concept.

In this the marketer shows the products benefits and also the tagline of the product. It depends in

the consumers’ impression in that brand. For me the important role of product positioning is

most likely that the consumers may already have pre-conceived impression in many product

categories such that positioning ones brand already owned by another brand in the mind of the

consumer, may result to giving undue advantage to that competition. Remember that it is the

buyer who would position the brand in his mind and the marketer can only propose their

positioning. The good example of product positioning is ”Mercury Drug” with the tagline

(nakakasigurong gamut ay lagging bago). The diagnostic positioning indentifies and determines
the brands unique selling proposition and can be used to position a brand based on attribute. I

believe that firms must not give up emphasizing their product advantage when the advantage is

significant, exclusive and supported by the evidence. In the marketing mix is more popularly

known as the 4Ps of marketing it is a set of controllable and interrelated variables composed of

product, place, price and promotions that a company assembles to satisfy a target group. It is

sometimes called an offer or a platform, as in a promise made by political parties. Regarding in

the marketing mix of service industries is not an easy task to come up with an effective

marketing program since there are literally millions of choices in assembling market segments,

target market, positioning branding, product, packaging, price, place, advertising, sales

promotions, public relations and selling. Marketers must be deliberate and calculating in

determining possible subset combination before choosing the best combination based on profit

maximization level again not on sales maximization level alone. Example can be cited in the area

of choosing the best product trial strategy in the automatic garage door market. Product is the

customer’s needs and wants that differ from person to person. Some have more needs and wants,

while others have fewer needs and wants. Superior product is capable of satisfying more needs

and wants and thus is logically quoted at a higher price, Parity product is capable of satisfying

consumers at the same level as competition and is usually priced similarly with them. And lastly

the basic product is capable of satisfying the segment of consumers with fewer needs and wants

and is usually priced lower than competing products with more features. In the consumers do not

look at product alone but is rather interested in the overall product values they relate the

importance of price to product. In lead mix it is the only after answering what kind of product or

product value a firm has relative to competition can they proceed in assembling the marketing

mix. Lead mix is the most important because the supporting mixes are indispensable example to
cook a Pinoy meal like chicken adobo, one need to have chicken as the main ingredient but

without soy sauce, vinegar, pepper, salt, garlic and other ingredients, there will not be any

chicken adobo.

In marketing mix outline when data from the business review have been analyzed,

marketing goals have been agreed on, and the lead marketing mix indentified, the market mix

plan outline can be formulated from defined alternatives based on an optional profitability

criterion, Please take note that the marketing effort is quite heavy during the initial launching

stage, as the marketer share and to create a permanent impact in the minds of the target

consumers. Remember that indentifying what marketing strategy to do is different from

managing the strategy both plan and executions are important. A lesson in the formulation of a

marketing plan is the proper and conscious definition of who the principal target customers are.

Like formulating marketing strategies one cannot force consumers to do something they do not

want to do. Can only sell if the customers would want to buy, and when a customer buys, it is not

because he is influenced by a sales promotion or any single factor. In the selling-driven

companies must go beyond the usual task-oriented marketing mix strategy. Because they are

selling driven, they must pay particular attention to the selling effort within the promotions mix.

The salespersons need the three controllable factors to high their performance are the role of

perception, ability and motivation, the ability is have adequate product knowledge and selling

skills to sell a product to a prospect. That means the salesperson must not only have superior

knowledge about his brand, but must also have the imitative to learn about his competitors’
products and activities. And lastly the salesperson needs a motivation has three dimensions

money factors, influence of the superior and self-motivation. A salesperson may have all the

abilities to sell but if he/she has little motivation, his/her selling ability becomes weak because

his/her lack in drive will eventually cause him to lose sales that an otherwise motivated salesman

would have pursued further. Some successful salespeople and entrepreneurs have not been

trained in selling skills buy they are highly successful, while others who have been over trained

to sell products under any circumstance still cannot meet sales goals. The sales manager is in the

best position to influence the salesperson. His/her role is not to hire and then motivate. Rather,

his/her role is to find an already motivated person and turn him into a sale achiever.