Sign Up Now
Get instant access to over 1 million+ study documents
OR
Already registered? click here to login
By creating your account, you agree to our terms of service, privacy policy and student honor code.
Marketing
Positioning Errors to Avoid
No customer likes to think that he or she is being taken advantage of. Nor do most customers, no matter how frugal, enjoy sifting through a plethora of special offers, reading the fine print, to discover which service company will provide them with the best deal. Time is money, and money is time, and even for companies that find it as difficult to differentiate themselves as unique -- as service companies, for example -- it is important to avoid key positioning errors in the market that create an impression of distrust, or create a truly distrustful relationship between consumer and company.
Some common errors are not giving consumers adequate information, regarding rates, such as the phone companies often did during the 1980's, of slamming or switching consumers without clear notification, or encouraging consumers to pay online or make use of other new services before the company is adequately prepared for such a turn over. Sharing billing information and other data regarding consumers is also problematic, particularly for a service consumers must use, rather than one they can chose to use.
Question 2: New Features for Rickett's Service
With the rising cost of oil, this new feature offers a unique benefit -- customers can easily economize, act in an environmentally and economically conscious fashion, and yet still come home to a warm home! (Forbes.com, 2004)
Such market positioning in regards to service would be ideal for this company. It is not offering any additional new quality of product -- it will still keep the house just as warm as other, comparable companies. Nor is it offering better servicing of equipment, or lower rates. However, if the consumer behaves responsibly, and uses this feature, the consumer can save on heating by not heating the house when he or she is at home. However, in preparation for when the consumer is arriving home -- at the end of a long day, perhaps, with children in tow, waiting for a nice cozy night before the fire -- the home can be heated before the homeowner arrives. Thus, using this unique cost saving service would be an ideal marketing position for Rickett's.
Works Cited
Forbes.com (2004) "Oil Worries Persist." Retrieved on October 10, 2004 at http://www.forbes.com/newswire/2004/05/25/rtr1384014.html
Brand equity of trusted advisor for CRM application delivery. Source: Framework based on the concepts presented in (Yoo, Donthu, Lee, 2000) References Aaker, D.A. (2012). Win the brand relevance battle and then build competitor barriers. California Management Review, 54(2), 43-57. Aremu, M.A., & Bamiduro, J.A. (2012). Marketing mix practice as a determinant of entrepreneurial business performance. International Journal of Business and Management, 7(1), 205-213. Friedman, H.H., & Friedman, L.W. (1987). Marketing methods for software.
Marketing SLP Target Market Brand Image Competitor Analysis Environmental Analysis Porters Five Force Model Current Rivalry Threat of New Entrants Bargaining Power of Suppliers Bargaining Power of Buyers Threat of Substitute Products Apple has had an exceptional growth streak over the last decade and represents a suitable target for a marketing analysis. Apple has seen sales and revenue peeks in the last few years which is at least due to the fact that sales in China have ballooned. China, which is
The products were soon withdrawn from the market as they were a complete failure as customers found it inconvenient to have to constantly recharge the electric vehicles given the existence of such a few recharging locations. Also, the consumers were not ready to change their driving habits so drastically and in such a short period of time. Green marketing myopia can also appear when green products are not able to
Marketing In order to incorporate the electronic education business into Med Ed, Learner is going to need to set out some performance benchmarks for the unit that reflect the bricks-and-mortar Med Ed educational leadership. There are a few different issues, therefore, that need to be covered. The first is the setting of performance benchmarks, which should reflect both the competencies of Cyber Health and the mission of Med Ed. The second
The real estate concept is very different in Great Britain. It consists of a system of bidding and auction. Still this obstacle did not stop Countrywide's management from seeing a wave of change. Many other companies had already seen Great Britain as an entry point into the rest of Europe. These success stories are Safeway, Wal-Mart and Pizza Hut to name a few. The means to acquiring a ready-made
marketing managers understand consumer behavior? It is essential for marketing managers to understand two critical elements: why consumers purchase the products they do and how exactly consumers intend to use those products. In general, the consumer decision-making process can be summed up as follows: need recognition; followed by information searching (otherwise known as research, such as combing reviews online or reading Consumer Reports); an evaluation of alternatives (formally or informally