By Jim Blythe
Necessities of promoting offers an summary of the suggestions, aiding theories and tactical decision-making techniques interested by advertising. in addition to conventional advertising and marketing strategies, updated issues resembling eco-friendly concerns, post-modern considering, dating advertising and ethics also are lined. This e-book is aimed toward undergraduates taking an introductory advertising path.
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The on-line system owes its success to the fact that it is based in the stores themselves, not in a central warehouse, so that staff have local knowledge and the delivery routes are shorter. Tesco’s customer orientation has certainly paid off. It is now the UK’s leading supermarket chain with 17% of the market. It operates in 10 countries overseas, and is market leader in 6 of those: 45% of the company’s retail space is outside the UK. The company now offers personal finance products (insurance, credit cards, loans) at the checkout, and has many other innovations on the way – customer champions, innovative buying policies, and so forth.
This is of greater importance for some firms than for others (retailers will be more concerned about suppliers than will government offices, for example) but most organisations need to monitor their suppliers and ensure that they are providing appropriate goods. Current thinking in purchasing and supply is that the relationship between suppliers and their customers should be a close one, with frequent visits to each other’s premises and a high level of information exchange. This is encompassed within the logistics approach to supply, in which the firm is seen as a link in a system for providing the right goods and services in the right place at the right time; the system as a whole takes raw materials and moves and transforms them The external environment 31 into goods that consumers need.
The marketing orientation is adopted because it works better than any other orientation; customers are more likely to spend money on goods and services that meet their needs than on those that do not. In other words, looking after customers is good for business, and organisations which adopt a customer orientation are more likely to meet their objectives than those which do not. DEFINITIONS OF SOME MARKETING TERMS Customers are the people or firms who buy products; consumers actually use the product, or consume it.