Subhash went on to explain that within a given environment, marketing strategy essentially deals with the interplay of three forces known as the strategic three Cs which are: the customer, the competition, and the corporation. He noted that these three strategic Cs are dynamic, living creatures with their own objectives to pursue and together, form the marketing strategy triangle. If what the customer wants does not match the needs of the corporation, the latter's long-term viability may be at stake. Positive matching of the needs and objectives of customer and corporation is required for a lasting good relationship. But such matching is relative, and if the competition is able to offer a better match, the corporation will be at a disadvantage over time. In other words, the matching of needs between customer and corporation must not only be positive, it must be better or stronger than the match between the customer and the competitor. When the corporation's approach to the customer is identical to that of the competition, the customer cannot differentiate between them. The result could be a price war that may satisfy the customer's but not the corporation's needs.
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