Companies consider their product and services as the way they do business (Schneider, 2013). Product-based marketing strategies focus on the products the company is offerings instead of a customer. Companies invest a great amount of money, time to differentiating, designing, and creating their product. This gives companies a completive advantage of their competitors.
The customer-based strategy identifies the companies target customer (Schneider, 2013). The targeting process is signification in order for the company to be successful Helgesen, 2008). The customer-based strategy will assist with determining the market segment. Customers are divided up into groups that have the same characteristics. These customers are more likely to purchase the company’s products again and again. A profile is created to determine how these customers will be contacted. The communication media that carries the company’s marketing message is very important to both online and brick and mortar stores. By using the Web, companies are able to utilize both strategies to sell their products. This gives the company the flexibility to meet the needs of many different
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Dillard’s is an example of a product-based marketing strategy. The customer can shop in the store as well as order products online if their size is not in the store. There are many times when the salesperson will order me a pair of shoes from within the store and ship it to my house without any shipping charges. This feature that Dillard’s offers are what keeps me coming back to the store. I do like to touch and feel the product so many times I will visit the store to first to see the product. Even though I utilize the Dillard’s salesperson to order my merchandise while I am in the store, the website is also user-friendly. I am able to search for the products that I desire and I am able to use coupons to save additional