Written Assignment unit 5
University of the People
BUS 2201: Principles of Marketing
Tylicia Pinney
14/12/2021
Introduction
On this paper we will discuss one to one marketing strategy. One-to-one marketing strategy is a process
consisting of miscellaneous steps that enterprises operate to attract the best customers and meet their desires
and thus make them permanent and loyal customers to the company. In addition, the company is able to
modify some products to meet the needs of some special customers. We will discuss the case mentioned by
Tanner et. Al. (2015) regarding Martha Rogers and Don Peppers who founded the idea of one-to-one
marketing in 1994, which consists of five steps, and we will explain each step in this paper.
1. Establishing short term measures and evaluating efforts: Tanner et. Al, 2015 explained that
establishing short-term measures and evaluating efforts will make work organization more successful and
effective than just random work. As an example, the marketer is unable to succeed if he is marketing any
product or service and then publish it in the market without measuring and evaluating the effort the
enterprise will make in the marketing process, meaning that the results of the goals to be achieved must be
evaluated step by step. As marketers will determine their efforts in terms of how to satisfy existing
customers and know how much they like the product and their expectations for it to remain loyal and
supportive of the company, in addition to comparing the company's products with competing products and
knowing how to increase sales and profits and thus increase customers.
2. Identifying customers: Tanner et. al, 2015 mentioned that once a new product or service is launched,
companies need to recognize the best target customers, approach them directly or indirectly, and attempt to
gather as much information as possible about them and their buying behaviour, preferences, dislikes, and
culture, etc., in order to provide the best suitable products or service for the customers. Adding the
importance of obtaining target and existing customer data.
3. Differentiate among customers: Dealing with people leads into a variety of different preferences,
habits, culture, behaviour, it is accurate that each customer will differ from the other in
terms of his or her preferences and needs, so when the marketer defines and distinguishes customers and
knows each customer separately in terms of how much he spends on the company's products and the
products of competing companies and how easy and difficult it is to deal with them and serve them (Tanner
et. Al, 2015). Therefore, distinguishing customers who spend large amounts of money on the company's
products instead of competing companies will help the company meet their needs and provide them with
the best products and offers, which will return to increasing profits and sales for the company.
4. Interact with customers, targeting the best ones: After knowing and identifying the best customers
who are attracted to the company’s products and who always buy them, for the ability to retain them, the
company must establish relationships with them and find ways to talk to them about the things they enjoy
and interact with them, as customers are attracted to the company that cares about them and hears them
well, in addition to providing the best services and products and thus spending a large part of the resources
for this category of customers, and reducing spending for customers who will not bring much benefit to the
company (Tanner et. al, 2015).
5. Customize products and marketing messages to meet their needs: Companies provide products to
customers. Therefore, the company must also check whether its marketing messages and products meet the
desires and needs of customers so that it can ensure their satisfaction. For example, whether customers want
modifications to a product, a particular packaging or delivery method, or other services (Tanner et. Al,
2015).
In conclusion, Customer service is not only limited to providing products and services to them and speaking
with them respectfully, but also by building strong relationships with them by knowing their preferences
and desires to become regular and loyal customers of the company. These five steps help implement the
process and strategy of one-to-one marketing successfully, as the one-to-one marketing process is one of
the best strategies that help to know the regular and preferred customers and keep them to increase the sales
and profits of the company.
Word Count: 680
References
Tanner, J. & Raymond, M.A. (2015). Principles of marketing. University of Minnesota Open Textbook
Library. Licensed under a Creative Commons by-nc-sa. https://open.umn.edu/opentextbooks/textbooks/50
