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Introduction to the main factfile topics

 

Within this section you will find the latest, and most effective, best practice models, tools and techniques.

Select a topic below to get started.

To view a full list of the factfiles click here.

• Understanding customers and their markets
  In this new interactive customer-focussed marketplace of e-commerce and e-communication, the firm?s primary sustainable competitive advantage will not be its product, price, distribution or even promotion.
  
  
• Segmentation
  The objective of segmentation is to win and retain profitable customers. In practical terms it means finding a cost effective balance between treating the whole marketplace as one, undifferentiated, mass of customers and serving each customer individually.
  
  
• Proposition development
  Competitive advantage in the business market no longer comes from what is sold, but how it is sold. Organisations will only succeed if they change the way they do business.
  
  
• Portfolio marketing
  Ensuring that the product portfolio is capable of meeting customer needs in a profitable way is key.
  
  
• Channel strategy
  As competition for corporate customers intensifies on all fronts, targeting of resources is becoming ever more important.
  
  
• Relationship marketing
  Relationships with customers are central to all businesses. For service businesses this extends way beyond customer data and analysis: the relationship between the company and the client and the quality and nature of the service, are necessarily a major part of the product proposition and the client's experience.
  
  
• Alignment
  Business success is underpinned by a deep understanding of the end customer, whether in b2c or b2b markets. Shareholder value can be linked to better marketing and a better understanding of customers lies at the heart of marketing.
  
  
• Return on marketing investment
  It is many years since Lord Leverhulme was credited with the dictum that ?half of my advertising budget is wasted, but I don't know which half.? The ROMI model has been developed to deal with this problem.

Link to factfile index.

 

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