Strategic Marketing Basics

Marketing is a process operated by businesses, organizations or even individuals in order to gain control over transactions that are crucial for their current existence and their future.

 

Businesses and organizations can “last” only if they can achieve repeated “wealthy” transactions over the long term.

 

“Wealthy” refers to their ultimate mission, i.e., creating economic value in a socially controlled environment or creating social value while balancing costs and revenue over the long term.

 

“Repeated wealthy transactions” should occur if the marketing process succeeds in generating  satisfaction for the other party (or parties) in the transaction, the usage and the long term relationship.  

 

This leads us to THREE VISIONS OF MARKETING

 

Transaction marketing

 

A supplier (of products, services or ideas) initiates and implements a process aiming at convincing a potential client to carry out a transaction bringing to each of them a feeling of satisfaction. This process may lead to a negociation.

 

Usage marketing

 

A supplier imagines and  manages a specific «usage experience» aiming at delivering partners /clients satisfaction  in a context of  immediate consumption or longer term utilization.  Value perceived through usage should lead to customer loyalty and/or  to diffusion of supplier reputation.  

 

Relationship marketing

 

A supplier builds and maintains trustful long term relationships with a group of clients (customers/partners/users) in order to carry out repeated transactions to everyone’s satisfaction. This process leads to the creation of a marketing network that becomes one of the supplier’s main assets.