After looking across our blog roll for inspiration on my next blog, I came across Tommy No’s blog on “Customer Service, Please.” His post talks about the importance of strong customer service and how, by properly understanding the marketplace and consumer needs and wants, marketers can create value and build effective customer relationships. I would like to expand on his point, and share an article relating to this topic.
“Doing Business in China” talks about the potential opportunity for businesses in China, and the importance of knowing your customers. It mentions how consumers in China are adapting in online sales, how locals are more attracted by price points rather than services, and how someone wishing to enter the market in China must pay close attention to the different marketing environment there. A fact that caught my attention in the article is that big companies such as Home Depot and Best Buy have attempted to set up shop in China but have been unsuccessful due to them not changing their format to suit local stores. This further illustrates just how critical it is to step into the shoes of a consumer and to know the characteristics affecting consumer behaviour such as cultural, social, personal and psychological factors. It is interesting to see how something that sounds as easy as “understand your customers,” can have so many complex factors to consider. When I was reading this article, my experience working with Vector Marketing came to mind. As a sales representative for Vector, my job was to preform sales presentations with potential clients. On presentations where I took the time to really analyze and understand a customer’s needs, I found that a sale would be much easier as I would know what specific items to promote, and which deals would be most attractive to them. In order to generate profits, properly segment the market and to proceed with the targeting and positioning steps of the marketing plan, one must be certain that they truly understand the customers distinct needs, characteristics, and behaviours. The quote discussed in class about how “you eat what you are” accurately describes consumer behaviour, and just how important it is for marketers to consider EVERYTHING about their customers.
Below is a link to the article:
http://www.vancouversun.com/business/Doing+business+China+know+your+customers/6110266/story.html