In fulfilling these initiatives the delivering of exceptional value and knowledge to prospects and customers to attain the role of trusted advisor and earn lifetime customer loyalty is the ultimate measure of effective marketing." There is a strong emphasis on setting and exceeding the expectations of customers and also striving to deliver exceptional value both in terms of insights and intelligence as well. Above all this definition focuses on how to create trust and attain the role of trusted advisor with customers, regardless of the market orientation being B2B or B2C. The intent of this definition is to make sure all components or areas of a marketing strategy are working in conjunction with each other, synchronized to deliver exceptional results over time. In that way the focus of the marketing strategies is on internal process clarity and outward, to meeting and exceeding customers' expectations so trust can be created and sustained over time.
Examples to Support the Proposed Definition
Three examples that support the proposed marketing definition are included in this section. All of these companies concentrate on creating exceptional experiences for their customers with each of them attaining trusted advisor status with their customers regardless of the market served.
The first example is from the Walt Disney Company, which hosts over 10 million visitors each year and has transformed the experience of a park visit into an essential part of the marketing strategy as well. The focus on the experience being the product, in addition to creating a continually new set of attractions, also shows how this marketer is striving to set and exceed expectations on a frequent basis. A key aspect of Disney's strategy from a marketing standpoint is Integrated Marketing Communications (IMC) to enable greater levels of customer retention and renewal. Disney has turned this into a science given the success with renewal rates achieved.
Google is the second company that exemplifies the definition proposed. With over 50% of new...
Google's many applications in fact show how well this company also uses product as part of the marketing strategies employed.
Proctor & Gamble is the third company that is an example illustrating the proposed marketing definition. Given the fact that P&G has been able to create significant customer loyalty and their approach to marketing is more focused on being a trusted advisor than on just making transactions happen, the company's strength of internal execution is matched with its ability to earn trusted advisor status consistently over time. As their product liens have also gone through major change over decades of changing marketing strategies, their ability to focus on healthcare and personal care products to create a unified message is also exceptional. With the combination of execution, marketing strategies and extensive distribution expertise, P&G also shows how they can create trust through marketing on a regular basis, further supporting the proposed definition.
References
Bill Baker. (2009). Your Customer is Talking - to Everyone: Social media is the new channel for customer connection. Information Management, 19(4), 20.
Josh Bernoff, Charlene Li. (2008). Harnessing the Power of the Oh-So-Social Web. MIT Sloan Management Review, 49(3), 36-42.
Ruth King. (2009, January). 13-Word Marketing Definition: Work to get clients and not customers. Reeves Journal, 89(1), 16.
David M. Raab. (2009). Tools to Support Social Media Marketing: Choose an application within the framework of an enterprise strategy. Information Management, 19(4), 27.
Zinkhan, G., & Williams, B. (2007, Fall2007). The New American Marketing Association Definition of Marketing: An Alternative Assessment. Journal of Public Policy & Marketing, 26(2), 284-288
