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Kotter's 'One To One Future'

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The “4Ps”, product, place, price and promotion are traditional marketing mix which was each originally defined by Philip Kotler in 1960. Kotler was of the view that products are designed to meet what most members of the aggregate market want or need with less concentration on value. He extended the definition of product to standard variations in units of sale, style, size, colour, as well as aftermarket service capabilities etc. He mentioned that place is the distribution channel where the products could be bought by the customer. Price is the amount paid in exchange for the product and promotion is the means used to let the consumer hear about the product (Philip, K. 1960). A refined version of Kotler’s “4Ps” traditional marketing was proposed by Don Peppers and Martha Rogers in their1994 book “The One to One Future”. Their proposal does seem to be the direction the trend toward highly targeted marketing is leading. Below are the steps described in the One-to-One Marketing, also known as personalized marketing seeks to form close, personal relationships with customers and giving them exactly what they want (Jeff, T. & Mary, A. R. 2012). Firstly, companies should establish short-term measures to evaluate their efforts. Effort evaluation is the measure used to tell whether one’s target has been met or …show more content…

Dialogue with customers is necessary and very important because it helps companies to build a stronger relationship with customers. It also helps them to gain a greater understanding of both the customers’ articulated and non-articulated needs from them as well as the customers’ strategic (or potential) value to the firm. The company can use whatever available means or medium e.g. face to face or direct contact, the World Wide Web, Facebook, Twitter, WhatsApp etc. to interact with its customers on subjects that are of interest to them (the customers) (Jeff, T. & Mary, A. R.

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