Page 3: Meeting customer needs
The Chartered Institute of Marketing use the following definition to describe marketing.
'Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.' This definition places the consumer at the centre of an organisation’s activities. Intelligent Finance set out to be the consumer champion. Organisations seek to offer customers particular benefits in order to meet their needs. They want the right products, at the right time, in the right place at the right price. This is known as the marketing mix and is made up of the four P’s. To meet the needs of consumers, organisations must:
- develop products to satisfy them
- charge them the right price
- get the goods to the right place
- make consumers aware through promotion.
So how has Intelligent Finance developed a successful marketing mix?