Emily Trinh
Section 21
Connie Kuo
October 11, 2013
McKenna, Regis. (1991). Marketing is Everything. Harvard Business Review, 2-10.
"Technology is transforming choice, and choice is transforming the marketplace. As a result, we are witnessing the emergence of a new marketing paradigm- not a "do more" marketing that simply turns up the volume on the sales spiels of the past but a knowledge- and experience -based marketing that represents the once-and-for-all death of the salesman. " (p.2)
Technology has become the primary driving force to marketing's transformation. (p.2)
Programmability allows companies and organizations to produce more of a variety and customization for their customers. It also allows each customer the chance to design and implement the program that will produce the perfect product, service, or variety that is best suited for him or her. (p.2)
Seventy years ago, the need for technology was not as crucial and important as it is now. Today, the need for technology is only growing and multiplying exponentially. Shockingly, seventy years ago, fewer that 50,000 computers were even in use. However, now a day 50,000 computers are being bought every day. (p.2)
Knowledge-based marketing can work in three ways. One being, integrating the customer into the design process to guarantee a product that is customized to the customer's desire, need and strategy. Secondly, generating niche thinking in order to use the company's knowledge of channels and markets to identify segments or the market the company can own. Lastly, developing the infrastructure of suppliers, vendors, partners and users whose relationships will help sustain and support the company's reputation as well as technological edge. (p.3)
The other half of the new marketing model includes experience-based marketing. Experience-based marketing emphasizes on interactivity, connectivity, and creativity. This approach allows the company many advantages such as being able to spend time with their customers, keep a close eye on their competitors, and develop a feedback-analysis system that turns this information about the market and competition into important new product intelligence. (p.3)
With these two approaches of the new marketing model, it gives companies a firsthand experience in order to invest in market development and to take intelligent, accurate risks. (p.3)
Customers are faced with so many choices now a day, companies may experience the end of loyalty. However, a way to avoid that is by adding sales and marketing people in order to have costly resources at the market, which would be an effective way to retain customers. (p.4)
Marketers must be able to integrate synthesizing technological capabilities with market needs and bringing the customer into the company as a participant in the development and adaption of goods and services. -There has been a fundamental