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Service encounter journal and analysis - Essay Example
Pages 10 (2510 words)
The paper states there are some of the most renowned companies that are currently offering the worst customer services around. The researcher will make some recommendations to help companies not repeat the mistakes discussed in the paper…
The paper throws light on strategic marketing as the process of analyzing the way a company can achieve the satisfaction of its customers and thus, enlarge its profits. Strategic planning is of huge significance to any organization and is fundamentally directed from the top management. It is governed by several principles that include but are not limited to understanding the requirements of customers, setting clear objectives and delivering value. In order to gain competitive advantage, it is imperative that a company determines the sources of its products’ demand and draw a clear competitive landscape whereby the customers want its products more than its competitors in the market. In order to achieve this, the company should divide customers into individual segments and look out for techniques to gain their consent and satisfaction. This is a very challenging task as the needs of different segments call for different marketing mixes. One of the most important principles of strategic marketing is the establishment of clear objectives of the company in terms of its position in the market. Market share is a key variable for this principle because a company keeps its prices higher and its long-term position in the market is stronger when it dominates in a specific segment of consumers. In addition to satisfying the individualistic needs of consumer segments and gaining increased share in the market, it is equally necessary for a company to add value to its product. This provides a company with a strong foundation upon which it can build its strategic marketing planning. ...
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