"Success at building
customer relationships also rests on how well their entire supply chain
performs against competitors’ supply chains. These companies don’t just
treat suppliers as vendors and distributors as customers. They treat
both as partners in delivering customer value. On the one hand, for
example, Lexus works closely with carefully selected suppliers to
improve quality and operations efficiency. On the other hand, it works
with its franchise dealers to provide top-grade sales and service
support that will bring customers in the door and keep them coming back." (KOHLER/ARMSTRONG, Marketing: An introduction, pg 21).
Time to put the pen down and reflect on Northern Lights Vodka.
Countless hours of reading, research, talking with peers and really enjoying this project invested, but one question remains, will the product ever work in today’s market? After much reflection and swallowing of pride, the answer will be no. As I walked down the aisles of the local market and seen the many types of vodka, I became aware of the diversity and magnitude it holds on the shelf. Whole rows are dedicated to at least 200 versions of the product from every corner of the world. To make my vodka stand out would be short of a miracle in today’s market. I have no associations of any category to a big name personality to even endorse my product. You may have millions of dollars to invest in an item today, but if you do not get that “stamp of approval” from a celebrity, your product will be dead to the world.
“In almost constant touch to make certain the customer stays satisfied. Success depends on building solid, long-term relationships with customers, based on performance and trust.” (ARMSTRONG/KOTLER, Marketing: An Introduction pg 414).
Time to put the pen down and reflect on Northern Lights Vodka.
Countless hours of reading, research, talking with peers and really enjoying this project invested, but one question remains, will the product ever work in today’s market? After much reflection and swallowing of pride, the answer will be no. As I walked down the aisles of the local market and seen the many types of vodka, I became aware of the diversity and magnitude it holds on the shelf. Whole rows are dedicated to at least 200 versions of the product from every corner of the world. To make my vodka stand out would be short of a miracle in today’s market. I have no associations of any category to a big name personality to even endorse my product. You may have millions of dollars to invest in an item today, but if you do not get that “stamp of approval” from a celebrity, your product will be dead to the world.
“In almost constant touch to make certain the customer stays satisfied. Success depends on building solid, long-term relationships with customers, based on performance and trust.” (ARMSTRONG/KOTLER, Marketing: An Introduction pg 414).
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