Finding allies, win and retain a problem by those responsible for the marketing. We must stop viewing the supplier as an adversary and as an employee cost. And learn to see them, respectively, as a partner and as internal client. Companies wishing to compete successfully in local and global markets need to develop strong links with major losactores of their environment. Therefore, they must move from short-term objective of the transaction-oriented firms to long-term goal of building business relationships. Total Marketing is a discipline of thinking of marketing to all key players around the company because the success of a company depends on to carry out an effective marketing thinking in relation to the ten players.
* Marketing to the supplier
Today more and more companies prefer to treat their suppliers as partners. They want fewer suppliers and able to trust that they will provide a high quality and perfect even without the need to inspect the supplies each time you arrive. Similarly, setting standards of qualification for suppliers that are analyzed. But there are also cases in which a company learns that a provider with a superior performance that has not sought to do business with it. In that case, the company must woo, and a marketing generated in reverse. This type of marketing requires not only find and attract the best suppliers, but also address their marketing needs in the course of the relationship. Businesses should turn to their suppliers into partners.
* Marketing to the dealer
In this case, requires the company to build a partner network of distributors to help it compete effectively in the market. The company must understand the needs, perceptions and preferences of distributors and respond with programs that enhance their profitability together. * Marketing to the end user assumes identify, obtain and provide better service to a defined group of end users by understanding their needs, desires, perceptions, preferences and purchasing habits. The end user can be a home or an industrial customer. From experience with the product, are able to exert a strong influence. For this reason, it is necessary to direct marketing programs specific to this player.
* Marketing to the employee
Companies must provide to employees not only as suppliers of services but also as internal customers. The calls for better internal marketing capabilities to recruit, train, motivate, compensate and evaluate employees. They are considered an asset, not a cost, and the emphasis is on understanding and meeting their needs.
* Financial Marketing
The source of the company depends on its ability to banks and financial demásinstituciones trust to be used productively and that the funds requested will comply with its obligations to capital and dividends. The company has to assess how the financial institutions, because this will affect the cost and availability of funds.
* Marketing to the government
All companies are subject to a body of laws and actions of government agencies that put limits on their freedom operational. Of course it need not passively accept these laws and obstacles can initiate aggressive marketing programs to the government by hiring lobbyists to promote a more favorable legislation, and use tools megamarketing the public and private to change
constraints within which they operate.
* Marketing to the allies
Businesses can not continue operating without allies. It also considers those who can provide better research and development, production, distribution and marketing.
Finding allies, win and keep them is a problem for those responsible for marketing, which should have precisely the mentality of a marketinero if you want to identify, attract and motivate.
* Marketing to the media
The media have an impact on the performance of companies and the perception of them has much of the public. That’s why companies hire public relations to maintain contact with the press. The key is to understand the needs of the media, both in news and access to employers.
* Marketing to the general public
The marketing of public opinion not only is carried out through print media yaudiovisuales, but also through the marketing of events, trips and excursions organized by the company, the marketing-related “just causes” and other activities. A periodic audit summary for Total Marketing practice, companies need to do a periodic audit of the effectiveness of their marketing with the ten key. High-level managers should pay close attention to the results of that audit. The lowest leakage which occurs somewhere in the marketing chain suffer the performance of the company in other areas. The marketineros responsible for attracting customers should evaluate the extent to which its success will be affected by the existing marketing relationships with other groups.
Philip Kotler. One of the founders of modern marketing and an authority in this field worldwide. Featured is Professor Kellog Graduate School of Management in the United States.