tailieunhanh - Enterprise Marketing Management The New Science of Marketing phần 8

(thông thường, tiết kiệm chi phí) và sự chú ý ít hơn là trả tiền để tạo ra doanh thu và điều khiển các bộ phận khách hàng của phương trình. Trong trường hợp cực đoan, tiếp thị và nhu cầu của khách hàng bên tạo ra các phương trình hoàn toàn bỏ qua. Có một câu nói cũ mà mô tả tình trạng này: Bạn có được những gì bạn đo lường. | RESTRUCTURE BASED ON BRAND EXPERIENCE 159 then provide the appropriate structure to deliver on the brand promise day in and day out To help understand this process let s consider the case of Intouch CellCo a hypothetical leading provider of wireless communication services. Intouch CellCo currently faces significant challenges as the telecommunications industry has undergone significant upheaval over the past 24 months. A lack of differentiation among cellular service providers has led to aggressive switching behavior or churn by Intouch CellCo customers. Nearly a quarter of all mobile users have changed service providers within the past year. When questioned customers cite price as the primary reason for switching and the capabilities of the handset phone as the secondary reason. This suggests that the competitive structure of the industry and Intouch CellCo offerings are rapidly losing their distinctiveness. Clearly Intouch CellCo must reposition its brand and drive to reverse this trend. THE IMPORTANCE OF SETTING DESTINATION FOR AN ENTERPRISE Intouch CellCo set an ambitious goal for itself intending to become the primary means of communication for its customers. It sought to compete not only with other cellular service providers but with all communications alternatives wireline fax e-mail pagers and so forth. Intouch CellCo wants its customers to understand that by using Intouch CellCo products they will benefit from enriched relationships with people who are close to them simplify connections in their lives and receive products and services highly tailored to their specific needs. Only Intouch CellCo can deliver on all of these promises because it has taken pains to understand its customers and their communities better than anyone else. As a result Intouch CellCo will make its products and services more attractive to new customers retain existing customers through new switching costs and generate more profitable usage of wireless services. BRAND ARCHITECTURE .