Mais uma variação dos meus muitos queridos: "começar pelo fim!" e "Quem são os clientes-alvo?"
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"However, it is not enough for firms to focus solely on the changing culture in the market by creating new products and customizing current products for all consumers.
The cost implications involved in marketing to and servicing all consumers in the marketplace are too high to be ignored. Careful and calculated selection processes need to be undertaken to
ensure that the firm chooses to market to the right customer at the right time with the right message, taking into account the financial impact of all the relevant decisions.
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Traditionally, firms have spent their time and resources focusing on the product at the firm level
and tried to leverage this strategy by differentiating the product from the competition,
selling as much as they could with little regard for cost implications, and ratcheting up production just to achieve some economies of scale. Up until the advent of customer databases that could manage vast amounts of customer data at a relatively low cost, these firm-level strategies were the only feasible strategies.
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A firm, which first sets out to generate a broad marketing strategy, force-fit it to each of its customers, and then segment each customer at the individual level,
is going to fall below its optimal level of financial performance.
A true customer-level strategy needs to start from the customer level and move upward toward the firm level during the implementation process
While reaching a one-to-one strategy from the firm level down to the customer level may seem similar to a customer-level strategy coming from the bottom up, the results achieved through the implementation of each are quite different.
Firms that start with the customer are better positioned to adapt to various market scenarios more aggressively than their competition and are able to manage the supply side rather than the demand side of the marketing process, while firms that achieve a one-to-one strategy with a product focus lag behind when it comes to anticipating the needs and wants of customers and tend to overmarket, undermarket, or even mismarket to various customer segments. Marketers need to be able to respond to customer needs (in some cases even predict customer needs), while maintaining a tight grasp on overall profitability and firm performance."
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Começar pela identificação dos clientes-alvo.
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Continua
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Trechos retirados de "Using a Customer-Level Marketing Strategy to Enhance Firm Performance: A Review of Theoretical and Empirical Evidence" de V. Kumar e J. Andrew Petersen, publicado por Journal of the Academy of Marketing Science (2005) Volume 33, No. 4, pages 504-519.
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