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Re-Marketing
During recent age, creating competitive markets at one hand and existence of special desires and customer demands at the other hand, create difficulties to marketing and market making activities for economic institutions. While customer requirement supply is necessary provision, but it is not enough, therefore, the evolved form of customer requirements that are named as demand has high priority. The demands have various forms and structures and usually these forms and structures would not be predictable due to different identities and social ranks between people. Therefore, customer demands would not be predictable simply and there is no possibility to provide approaches and proportionate products to any of them. In this competitive market, the organization would be initiative that can categorize customers, identify their demands and requirements and sort them. While most of Iranian organizations search new customers with new demands and behaviors, despite presence of actual customers, potential customers and sometimes silent customers, therefore, they cannot achieve to stable and appropriate share of market. These organizations are not aware about potentials of silent customers, dissatisfied customers, missed customers, actual customers and potential customers, beside they didn’t know the results of anti-propagandistic movement of these customers. They stepped to market just to achieve market shares, while in developed countries, economic institution attempted to maintain old customers and their satisfaction. They believe keeping actual customers (even silent or active) comparing to find and absorb new customers, is better; more quick and less costly. An old proverb says: “Having one actual opportunity is better than having several imaginative opportunities.” Researches show cost of absorbing new customer is 5 times to cost of keeping present customers. These customers are whom their familiarization cost to organization is paid and they have image about organization in their mind. Organization knows that missing one customer means missing probable purchases of customer during his life. This bitter fact would lead to more costs to organization comparing to miss sale of one item. In this situation, effective approach to achieve market share, is emphasize on customer survival but how and by which tools? In market science field, there are no match tools unless marketing mix, that is originated from 4P and continued to 50P based on standard conditions. But the most important issues are relying and emphasize on price, place (or distribution), product and promotion, but there are various methods and approaches to interpret and apply any of Ps. Until now, you have heard terms as Re-engineering and Re-targeting several times but didn’t attention to them               seriously. These terms include of instructions and surprising conclusions and if it may be implemented completely, would lead a revolution in the organization. Today new term is developed in market science field that implemented by non- Iranian initiative companies. This is Re-marketing. “What is Re-marketing?”, “what is it`s power?” “how does it perform?”. These are questions that would be addressed in this book. By studying this book, you can be one of the Iranian initiative organizations and apply them during stagnation to achieve significant revolution in various economic conditions. Author for Re-Marketing Book: Ali Sheikhzadeh www.emkanco.com