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Marketing Research vs Strategies & Tactics

In ôCustomer/Brand Loyalty in an Interactive Marketplace,ö Don Schultz and Scott Bailey explain the goal of marketing researchùdeveloping loyal customersùbut identify a glaring disconnect between the loyalty that marketing research indicates will occur and the measure of loyalty that actually occurs. According to Schultz and Bailey, customers who claim satisfaction in various research situations often drift away from the company or the brand anyway. Even customers who have exhibited brand or company loyalty through their purchases over time sometimes simply stop buying. This puzzling shift in purchasing behavior cannot be explained by any change in lifestyle, economic level, personal situation, or other factors; it is an apparent mystery. As Schultz and Bailey aptly put it, ôLoyal today, gone tomorrowö (2000, 41).

An analysis of the customer loyalty phenomenon revealed a number of factors that appear to be involved in precipitating it. First, Schultz and Bailey point out that the 21st century marketplace is vastly different from the marketplace of the past. Prior to the advent of the Internet, e-commerce, and the World Wide Web, customers often became brand-loyal simply because they had limited choices available to them. Now, with a world of brands, offerings, and suppliers in the mix, customers have many more options to choose from. Furthermore, most of our concepts regarding brand loyalty originate from the mid twentieth century and were developed from the marketerÆs viewpoint rather than the customerÆs. In the 21st century, we have transitioned from the traditional distribution-driven marketplace where the distributor held the power into an interactive customer-driven marketplace where the customer holds the power. Therefore, old concepts of brand and customer loyalty no longer apply.

In the new interactive marketplace, brand and customer loyalty are achi

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Marketing Research vs Strategies & Tactics. (1969, December 31). In LotsofEssays.com. Retrieved 07:54, March 28, 2024, from https://www.lotsofessays.com/viewpaper/1712680.html