Archive for October, 2015

12 Marketing Philosophies

October 29th, 2015
Steven Howard

12 Fundamental Marketing Strategies for Increasing Customer Retention I thought I would share with you 12 of my personal marketing philosophies that will enable each Keeping Good Customers reader to develop his or her own beliefs on the fundamentals of marketing. In no particular order of importance, these 12 marketing philosophies are: Segment customers based on customer needs, not the needs of your organization and not based around the structures of your existing …

More Thoughts on the Definition of Marketing

October 27th, 2015
Steven Howard

Marketing means creating and keeping good customers   In the previous Keeping Good Customers Blog, we offered the following as a new definition of marketing: “The ultimate role of marketing is to create and keep good customers, to the benefit of customers, the organization, and stakeholders.” When I first proposed this new definition of marketing in my Monday Morning Marketing Memo newsletter a few years ago, many readers responded with thought-provoking responses, a …

A New Definition of Marketing

October 22nd, 2015
Steven Howard

The role of marketing is to create and keep good customers It was with shock and horror that I read a few years ago an Australian Marketing Institute white paper titled What Value Marketing? describes “the ultimate role of marketing as delivering increased shareholder value.” When and how did our profession get so far off the mark? Contrast this with the new definition of marketing from the American Marketing Association, unveiled at about …

Making Customer Loyalty Real for Manufacturers

October 20th, 2015
Steven Howard

“No Such Thing As Customer Loyalty” Is a Myth, Even in the B2B World Deloitte Research conducted a global manufacturing study in 1999 that resulted in an excellent report titled Making Customer Loyalty Real: Lessons from Leading Manufacturers. Not only does the report state that “customer loyalty is a critical driver of shareholder value around the world,” it also concludes that “for manufacturers, low price, high quality, and on-time delivery are no longer …

Keeping Good Customers: The Sales/Service Ratio

October 15th, 2015
Steven Howard

Having a Loyal Base of Good Customers is a Competitive Advantage As we approach the next era of marketing excellence, one which I often describe in terms of True Relationship Marketing, companies need to learn how to apply a Zero Attrition Strategy as the foundation for their customer-focused marketing programs. Keeping good customers loyal to your products, your services, and your organization is critical to your future marketing success. Having a loyal customer …

Rewarding Customer Loyalty

October 13th, 2015
Steven Howard

Don’t turn customer rewards programs into customer bribery programs It is important to reward customer loyalty….but we have to be careful not to bribe customers into loyalty. It is kind of like raising children. Once you start to “bribe” your child, as in “if you eat everything on your plate tonight you will get a cookie,” there is no ending to the bribe. This one cookie for a clean plate trick works for …

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