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摘要:本文主要介绍了以客为本这个理念与相关的市场营销之间的关系。......


1.0引言

这项任务要求我们探讨以客户为关注点和相关营销理论之间的关系,客户会自行选择与他们息息相关的应用程序,这次选择的公司是维京传媒,它将分析如客户关注的产品是否适应市场的变化,此外,该公司是否需要来自客户的反应,以及将客户导向作为一个概念在组织里是否能够实行。
 

维京传媒是一个著名的宽带提供商,为英国电人民提供电视、固定电话和移动电话服务。维京传媒承诺为英国人民提供高速的上网速度,此外,他们的其他产品,如电视机也开启了创新时代,客户也可享受他们提供的免费项目。维京传媒目前的增长速度是ARPU(每用户平均收入)增长3.7%,总收入增长了6.4%(Virgin media,2010)。此外,维京传媒也因热衷于帮助自己的姊妹品牌的成长而盛名。
 

2.0 The Concept of Customer Focus--以顾客为关注点的概念
 

以客户为中心体现在在组织上就是我们要关注客户的需要,还要把影响客户营销活动的几点要素汇集起来。而且,这种组织通过建立长期关系,通过客满意度和价值的基础上来获取利润。科特勒,2006)。
 

Customer focus and relevant marketing theories
 

The task requires discussion of customer focus and relevant marketing theories ,with their application on a chosen organisation. Therefore the selected company is Virgin Media and it would be analysed if customer focus has been appropriately applied in the organisation. Moreover, whether the company takes cues from customers ,as well suitability of customer orientation as a concept in organisation would be discussed too.

 

Virgin Media is a renowned provider of broadband, TV , landline and mobile phone services in UK. Virgin media claims that they are the provider of fasted broadband in the country. Moreover, their other products such as TV have touch of innovation to, as customers can catch up with their programmes free of costs. Virgin media is experiencing growth at the moment with growing ARPU(Average Revenue Per User) by 3.7% and total revenue by 6.4% (Virgin Media,2010). Furthermore,Virgin Media like its sister brands is known for implementation of innovation in providing services.

 

2.0 The Concept of Customer Focus

 

Customer focused organisation , basically, focuses on needs of the customer and brings together several marketing activities that impact customers. Moreover, such organisaiton generates profits by building long term relationship that have a basis on customer satisfaction and value (Kotler et.al,2006).

 

Significance of being customer focused is huge, that Kumar et.al(2010), believe that marketers that give 50% of their time for advancement of customer centric marketing processes and competencies achieved 30% greater return on investment ,as compared to others who don’t emphasise this much.

 

2.1 Evolution of Customer Focus
 

The concept of Sales orientation is a frameset that carries out tasks which lead to sales as the end result. The sales force, display and promotional activities have the common goals and that is accomplishing the process by selling. Thus, in these procedures, learning about customers and understanding customers does not have much significance, especially as long as the organisation carries on generating profits

 

Sales Orientation

 

Decision Making Emphasized on sales arrangements and targets

 

Fig 1. Sales Orientaion

 

Having said that, sales orientation was effective in an era when there was not much industrialization and saturation , and customers did not have much choice. An example can be a generic Ford Model T, that was sold all around America , without much knowledge about the customer. The product was a success as customers did not have much choice at that time.

 

After industrialisation , competition became stiffer and consumers were faced with numerous choices. At that time , it became imperative for companies to understand their consumers as well as retain them.

 

Sale
 

Understanding Customer and delivering Satisfaction
 

Retaining Customers
 

Fig 2. Customer Focus/Market Orientation

 

Therefore, Kotler et,al (2006),stress that ,organizations who tend to understand their customers ,their behaviours and their responses to aspects such as features, price and marketing communications have much better advantage over rivals and they are more likely to remain profitable.

 

2.2 Application of Customer Focus on Virgin Media
 

Virgin media is a provider of mobile phone connections , broadband, TV and telephony services to consumers. It can be rightly said about it that it is a customer focused company. It does not rely on just selling the product and closing the deal. Since, it is a service and seeing a good growth in UK market as well as abroad (for instance Qatar), it relies on its excellent customers services, flexibility , catering to needs of consumer by letting them what services to choose and what to leave in a package and above all communicating with them on regular basis in form of mails to remind them. According to Virgin media(Dtg,2007) they have pledged to make customer services at the heart of their business so they have hired more staff, that managed to significantly reduce waiting times(71% calls within 3 seconds).

 

3.0 Taking ‘Cues’ From Customers
 

When offering a service or product, it is essential to understand what consumers’ preferences are and how can we shape our offerings accordingly to create value. As Prahalad and Ramaswam(2004), rightly put that customers are not just purchased of your brand, but they should be treated as partners, because they co-create the offering. So basically, it starts with the idea of what really customers requires and then matching that requirements. Prahalad and Ramaswam(2004),suggest that first of all it should be understood where customers feels uncomfortable or feels there is a need of something. Secondly, the offering should have a level of “evolvability”, so the product can be evolved later on according to the requirements, lifestyle and usage patterns of the customer.

 

Similarly, consumer research plays its role in understanding of consumer too (Kotler et.al,2006). It enables companies learn insight of their consumers as well as potential customers, so that they can cater to their requirements.

 

3.1 Application on Virgin Media
 

Virgin media has been regarded in the industry as an innovative company, that wants to be the first one to offer packages and services in the marker.

 

An example is that, they learnt through research ,as well as experience that consumers were having difficulties in remembering their favourite channels and browsing. They understood the need of an innovation there and introduced Tivo, which can be said a convergence of web and Tv. User takes control of the choices, programs and in case of missing their shows they can replay them without additional cost. Moreover, it lists programs in a vivid and clear way.

 

Furthermore, customers can have their say when it comes to packaged and they are not forced to accept and pay for services they don’t want to use. For instance , customers can turn their Tv service or phone service off while still paying for packages, alterable, no phone etc.

 

4.0 Niche marketing Vs Mass Marketing
 

The concept of mass marketing can be understood by the description of Blythe(2005), where it has been presented that, when a products is developed and it can be used by various age groups, segments and people across different lifestyles, then it is usually mass marketed. Moreover differentiated marketing targets multiple segments too ,where they could focus on 2-3 segments offering a differentiated marketing mix for each segments. On the other hand, Blythe(2005), describes niche marketing as a concentrated effort to target just one segment and even individual consumers, so that preferences of specific customers can be understood and they can be satisfied. According to Kotler et.al(2006), those who specialise in providing to niche markets, target those who their competitors often ignore or overlook.

 

4.1 Application on Virgin Media
 

Virgin Media being a provider of telephony, mobile and broadband services, caters for all of the market of the country and is open to all segments. At the same time, the concept of “niche” marketing can be traced to a marketing communications activity ,where Virgin media has started targeted ads. Basically, these ads are played at , on-demand TV , and they are matched to the theme of the Tv programme being aired. It has similarity, with Youtube ads ,where advertisers can link their ads to the specific videos they chose ,that are matched with their product or service. Advertisers that have taken up these new kind of ads are Sony, L’Oreal, Ericsson and Microsoft at the moment and are expanding.

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