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Customer Behavior     
 
This question has been closed, and points have been awarded.
The Customer Brand. Any Unique Approach To Marketing Virgin Territories?
Posted By: frank2u* on 7/8/2004 3:18 PM (CST) 250 Points
As brands aquire a high level of loyalty and patronage in different markets, marketing personale tend to predict customer behaviour and consumption pattern with relative ease.
However, "nothing stays the same" the tendency exists that such behavioural patterns would mutate significantly over time and become resistant to models of forcasts on them.
Can there be a relatively risk-devoid approach to customer behavioural patterns, or does the Customer Relations/Research departments continue to play catch-up?

Posted by: JBtron Accepted Answer
7/8/2004 3:33 PM (CST)
Frank2u,

PREDICTIVE MARKETING is a tough discipline, and takes a lot of data and a great proactive "tool" to do so.

I personally worked on a sales projection methodology and system for the pharmaceutical industry, and it took an awful lot of "out-of-the-box" thinking to develop a program that would help the Marketing department allocate resources for ANTICIPATED sales.


The "relatively risk-devoid" approach to customer behavioural patterns rests in the hands of the product managers, customer service personnel, marketing and senior management and the NECESSARY, REGULAR COMMUNICATIONS between these departments to disseminate their viewpoints and discuss solutions to problems they uncover. Depending on the frequency of these meetings, they don't HAVE to be playing catch-up, but rather can handle a problem as it surfaces if the lines of internal communication are unfettered and without delay. Depending on the Company, this can be easy, but it's usually NOT.

Hope this helps!

Best,

::JBtron
 
Posted by: frank2u* Author Response
7/8/2004 4:32 PM (CST)
thanks,
but what guidelines exist in approaching new territories with similar products/services aside from market surveys?
You see JBtron, my question tends towards care of adapting a blanket rule in newer markets/territories, wether the products are FMGs or Financial solutions
 
Posted by: sauk1* Accepted Answer
7/9/2004 8:34 AM (CST)
frank2u,
I guess you won't find an easy one-solution-fits-all answer to your question. Think process rather than guidelines. As JBtron explains, getting the right team and also getting them to work in the right way is the biggest and most important challenge.

You could also use scenario writing to answer some questions about the future and your company's role in that future. Many companies write several parallell scenarios and then think of actions to take IF this is true. There are many consultancy firms specialised in this kind of "research into the future".

But it seems as though you are after something more than just a process. Most markets change so fast though, that you might find your at last formulated "tool/guideline for all markets" is inadequate when it has been implemented in all departments. If it was up to me I would stick to a process-driven solution, but I must admit this isn't my field of expertise.
 
Posted by: frank2u* Author Response
7/9/2004 2:29 PM (CST)
Thanks, but consider this scenerio. It could bring you closer home.

The second part of my question as above requires unique approach to marketing and brand development in new territories. Say, the inroad is FMG and other hand financial tools, what are the basic or new ways of measuring profitability of such a venture?

<||>
 
Posted by: Val (Moderator)* Moderator Response
7/27/2004 12:38 PM (CST)
Hi all. frank2u asked me to close this question for him. Thanks for participating!

Best wishes,

Val
 


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