Marketing Is Everything

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Regarding to the return product policy, Costco serves as a great example in finding “a way to integrate the customer into the company, to create and sustain a relationship between the company and the customer”. When people returned purchased products from Costco, their employees will not ask any questions. They simply will refund the money back to you. Even if the customers had lost the receipts, they could still get a store credit. This strategy makes customer more comfort when consumers purchasing the products at Costco. Ultimately, an effective return policy will increase the net sales.

Through this example, Mckenna emphasizes the importance of quality vs. quantity. It is a simple concept taught us how to deal with things. Makenna has turned this concept to the corporate business. It is understandable that many businesses focus on quantity because it requires less time to produce, especially in the manufacture businesses, a large of quantity products produce each day. Since the lower quality work requires minimal time commitment per product. Many companies such as Walmart and Target are examples of using the quantity model. However, business manager should not entirely underestimate the importance of the quality over quantity. If a product is known for its shoddy construction, the product’s reputation is damaged. Once, this had happened, it will be hard for the company to bring the product back to the market back. Although the intangible like goodwill could not be measured, but it is extremely important in business. Again, Mckenna says that “marketing is like quality-intergral to the organization”. Thus, marketing creates and builds a company’s goodwill.

Lastly, the marketing’s goal is to dominate the market. McKenna says “when you own the market, you develop your products to serve that market specifically; you define the standards in that market”. Therefore, when the company has a large distribution in the market, they will be less concern about the competition, and many companies will advertise less. Many times, because the companies are competing with other products in the market, they will do advertising on the product. They think that they will gain customer that way. Unfortunately, the old way of marketing does not work anymore. Today, the company needs to become a dominated controller on the market. When a company owns the market, the company has defined their purposes and products clearly.

Overall, knowledge marketing and experience marketing have become an essential tool to create and attain customers. In today’s world, consumers are faced with all different products and different advertisements. How can a company make their product differentiate from others? How can a company gain customer loyalty? Providing engaging customer services is important because it helps the business to create customer in a long run and increases the goodwill of the company.