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Essay / Research Paper Abstract
This 3 page paper considers the concept of customer centric marketing, defines what it is a looks at the arguments that companies will have to increasingly move towards this model of marketing as customers increase their use of information technology and gain more knowledge of the marketplace. The bibliography cites 7 sources.
Page Count:
3 pages (~225 words per page)
File: TS14_TECustCen.rtf
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customer may wish to buy, as well as increasing competition by reducing the geographical barriers, it has also facilitated the spread of consumer opinions (Chaffy, 2007). Guilherme et al
(2006) argue that this increase use of technology is shifting the balance of power more towards the consumer and as such firms have to adjust their marketing to use increasingly
consumer centric approaches. Chaffy (2007) defines consumer centric marketing as "An approach to marketing based on detailed knowledge of customer behaviour within the target audience and then seeks to
fulfill the individual needs and wants of customers". This may be argued as building on the traditional concepts of marketing, web marketing segmentation identifies a target audience, an insult to
market a product or service in a way that would satisfy the individual needs or desires (Kotler and Keller, 2008). However, in a customer centric approach there is a shift
in the paradigm, with a greater level of attention paid to intangible aspects that are associated with consumer characteristics, such as values, desires and goals. There are a number
of examples of customer centric marketing, which indicate a shift in terms of product focus to customer focus, and the aspect of the experience, and the way in which this
may be related to by the customer, rather than demonstrating how a product can fulfill a need. A good example of this, where there is an emphasis on customer empowerment,
is the recent shift in Microsoft marketing. The major marketing shift has been based on the launch of a new product; the new
version of Windows (the operating system). The latest marketing campaign is based in the tag line "Im a PC and windows 7 was my idea". The campaign was launched in
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