This article will seek to name some of the most frequent errors in the marketing systems of companies.
Many mistakes are made when the importance and impact of business marketing policies is not clearly understood. A flat vision of business and short-term thoughts, many times have destroyed good business ideas, by a total disconnection between the company and its marketing system.
Here are some mistakes that should not be made when thinking about marketing.
Marketing: Never forget that today, the valuation of a brand and the image of the company play more important roles than in the past
DO NOT MAKE THE FOLLOWING MISTAKES WHEN THE MARKETING OF A COMPANY IS DEVELOPED:
1. EQUIP MARKETING WITH SALES:
You should not make the mistake of thinking that marketing is exclusively synonymous with increased sales. Marketing today is related to new topics, such as value generation and satisfaction. A clear example is the importance that the concepts of functional advantages, strategic planning and customer service currently have. Marketing goes beyond selling…
2. DO NOT CONSTANTLY THINK ABOUT THE CUSTOMER SERVICE SYSTEM.
Consumers today have many options when making a purchase. Tastes and fashions are constantly changing, forcing companies to evaluate these trends, in order to permanently maintain efficient customer service.
As it says in the article Customer Service. A powerful marketing tool: "When developing a customer service strategy, three basic decisions must be faced: what services will be offered, what level of service should be offered and what is the best way to offer services."
This implies constantly monitoring users as a fundamental strategy.
3. FORGETTING THAT A FREQUENT CUSTOMER IS MORE VALUABLE IN THE LONG TERM THAN A HIGH-INCOME OCCASIONAL SALE.
The viability of companies in the long term will always depend on their fixed customer base and their constant increase. Customer loyalty based on excellent service, good prices and great product quality must be the fundamental premise of any marketing strategy.
4. PUT MORE EMPHASIS ON THE VOLUME OF CUSTOMERS AND NOT ON ITS QUALITY AND PROFITABILITY.
There are more profitable clients than others. Thinking of marketing as a flat increase in customers is a serious mistake. On many occasions 10 excellent clients can be more valuable than 100.
It is essential that companies base their marketing strategies under targeting and segmentation criteria, since in this way they find the most suitable and most profitable customer profiles.
5. BASE THE DETERMINATION OF PRICES ON THE HIGHEST COST INSTEAD OF A TARGET PRICE.
Pricing should always be done with the long term in mind, not the short term. Factors such as the possible entry of competitors, the development of cheaper products by the competition or the economic environment should not be forgotten.
Any marketing development must depart from the short-term business vision to become a long-term company and firm vision.
6. PLAN THE COMMUNICATION TOOLS SEPARATELY AND WITHOUT INTEGRATION WITH THE MARKETING SYSTEM.
Marketing operations must be an integral part of the company's philosophy and strategy. Often times, marketing departments act as separate entities from production or management systems.
When all the departments of the companies act in coordination, better long-term results are generated, avoiding inefficiencies and increasing the overall productivity of the company.
7. SELL THE PRODUCT, WITHOUT UNDERSTANDING AND RESPONDING TO THE REAL NEEDS OF CONSUMERS.
The development of any product at present, is not born from a supply criterion, is born from a demand criterion, that is, new products must be developed based on consumer preferences.
This reality generates the need for companies to constantly think about the needs of their customers and the ways in which their needs can best be solved.
Additionally, no marketing policy should forget the economic, social and competition environment that is faced.
