Our
visions begin with our desires.
- Audre Lorde
We
all have some visions of ourselves and our future, and that vision creates
consequences. More than any other factor, vision affects the choices we make
and the way we spend our time.
Visions drive consequences.
Principles drive results.
Key is to base vision on principles.
-
Stephen R Covey.
It is true for individuals as well
as organizations. The strongest form of vision / motivation is to base vision
on “What Legacy we want to leave.” And to achieve it we must take a
principled centered path. History is full of examples that many organizations
have vanished grown and vanished overnight as their path to achieve vision was
not based on principled way.
Vision of the organization can only be
translated into reality, if it is shared by one and all. The best way to
implement is to involve them in formulation. But even if it is conceived by
higher management then it has to be explained to each and every individual of
the organization, otherwise it may remain as a showpiece.
Marketing vision of the BSNL has to be
based on overall mission and vision of the organization. The mission of BSNL is
i.
To provide world class
State-of-art technology telecom services on demand at affordable price.
ii.
To provide world class
telecom infrastructure to develop country's economy.
And the vision of BSNL is
i. To become the largest telecom Service
Provider in Southeast Asia.
In dynamic environment anything
permanent is “CHANGE”. So we must revise and review so that focus is never
lost.
Strong lives are motivated by dynamic purposes.
- Kenneth Hildebrand.
Marketing Objective.
The ultimate objective of any marketing
activity is to satisfy the customers and today even a step ahead i.e.
‘delighting’ the customers, for which customers are offered something beyond
their expectations from the service or the product. The objective being to
acquire and retain the customers, who should continually feel that they are
getting more value of the money, they are departing with.
Marketing is the establishment, development,
maintenance and optimization of long-term mutually valuable relationships
between consumers and organisation. Successful Marketing focuses on
understanding the needs and desires of the customers and is achieved by placing
these needs at the heart of business by integrating them with the organisation
strategy, people, technology and business processes. At its most basic,
Marketing involves customers, organisations and relationships and the
combination creates the need for the management.
Marketing is about creating a
competitive advantage by being the best at understanding, communicating, and
delivering and developing existing customer relationships in addition to
creating and keeping new customers. The concept of the product life cycle is giving
way to customer life cycle, focusing on developing products that anticipate the
future needs of existing customers and creating services that extend the
existing customer relationship beyond the mere transaction. The customer life
cycle will focus on lengthening the life span of the customer with the
organisation rather than the endurance of a particular product. Customers have
changing needs as their life styles alter- the development and provision of
products and/or services that continuously seek to satisfy those needs is good
Marketing. The Marketing will focus greater attention on how to deliver
customer satisfaction and organisation will begin to structure itself around
customer segments and not product lines. A good Marketing Strategy will take the
business vision and apply it to the customer base.
“Marketing is the process of planning and
executing the conception, pricing, promotion, and distribution of ideas,
goods, and services to create exchanges that satisfy individual and
organizational objectives.”
Once
marketing is understood, we can define marketing management process
as analyzing marketing opportunities, researching and selecting target markets,
designing marketing strategies, planning marketing programs, and organizing,
implementing, and controlling the marketing efforts.
In simple
words it implies a buyer, a seller, bonded by the mutual need, satisfying offer
and a medium/process to exchange the offer.
Marketing
Process.
We often
talk of marketing & Sales and often use it interchangeably without
understanding the difference in it. Marketing is everything we do to get and
leverage a client relationship. Marketing
process is broad and includes all of the following: -
Discovering
what product, service or idea customers want.
Producing
a product with the appropriate features and quality.
Pricing
the product correctly.
Promoting
the product; spreading the word about why customers should buy it.
Selling
and delivering the product into the hands of the customer.
