Kotler, P. & N. Lee. (2007). Improving public sector performance by seizing opportunities to meet citizen needs. In Marketing in the Public Sector: A Roadmap for Improved Performance. (pp. 15-38). Upper Saddle River, NJ: Wharton School Publishing.
Theme: Understanding the marketing mentality
Summary
The U.S postal services has grown over the years and offered high quality effective services due to its ability to effectively and industriously apply the concepts of marketing in its service delivery.
- It has adopted a customer-centered approach where the needs, tastes, preferences as well as the complaints and suggestions of the customers are taken into consideration.
- Has segmented its markets into various portions and identified the best target markets that are likely to guarantee it of success and also make it easier to deliver services that meet the different needs of the divergent customers.
- Has identified its competitors and wisely strategized on the best way of gaining a competitive advantage over them and continue to dominate the market despite the stiff competition in the industry.
- Has designed the best, highly differentiated, appealing and fairly-priced products and services that meets the needs and tastes of the customers, delivered the services directly to various parts of the world from where the customers can easily access them from and conducted massive familiarization campaigns to ensure that it records high sales.
- It has been adjusting its systems and plans so as to meet the goals and objectives as well as the demands of the market.
- This has enabled the corporation to meet the expectations of the Americans, create a strong customer base which in turn results to growth of the corporation’s sales revenues by a huge percentage annually.
Other reading
Understanding the needs of the market and adopting a marketing mindset that focuses mainly on meeting the needs and tastes of the customers are very crucial for the success of any company.
Davies, M. A. (1998). Understanding marketing. (pp. 187-201). London: Prentice Hall.
Application: my company can use this form of marketing to improve and dominate the market as far as transport services as concerned.
References
Davies, M. A. (1998). Understanding marketing. (pp. 187-201). London: Prentice Hall.
Kotler, P. & N. Lee. (2007). Improving public sector performance by seizing opportunities to meet citizen needs. In Marketing in the Public Sector: A Roadmap for Improved Performance. (pp. 15-38). Upper Saddle River, NJ: Wharton School Publishing.
