Identify a firm that you believe has shortcomings in its understanding and implementation of the Marketing Concept.
As defined in the Cambridge Dictionary, the marketing concept is the “idea that a company should supply a product or service based on what customers want and need.” (The Marketing Concept, n.d.). For an organization to have an effective marketing outreach it must first be able to supply the good or service that it is advertising within the standards that it promotes to customers. Comcast is a firm that has had repeated issues with their implementation of the marketing concept as well acceptable customer support for its consumers. Comcast is a massive organization with a hand in several different media arenas such as film with
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These offerings are standard from any internet service provider; however, signing up with Comcast will also provide its customers with several headaches. Compiled of 83,000 employees in 80 markets; in addition, Comcast has been ingesting other companies, with the Time Werner acquisition being the most recent. By acquiring so many organization as such a hasty rate has led to a culture of chaos in the company. “Comcast has chosen to keep all the original infrastructure of the organizations they engulfed, leading to short-term continuity but long-term bedlam.” (Lang, 2015) This provides a backbone that cannot fully focus on creating, delivering and communicating superior customer value to target markets as it is continually digesting a new offering rather than modernizing its current infrastructure to provide better service to its …show more content…
This idea was offered up by Frank Eliason, a former executive at Comcast by which he recommended to “fix pricing, he says, and you can fix your customer service problems. Simplify pricing strategies instead of forcing people to threaten to cancel service just to get a better rate,” he writes. “Stop creating situations where customers have to fight with you.” (Mathis, 2015) Providing a fair and stable price for a service rather than introducing a yearly hike, triggering an angrily customer complaint, could aid in a stronger customer retention
Comcast Corporations (External and Internal) Comcast Corporations is the largest American multimedia company that is based out in Philadelphia. Having being the most important within the United States that provides broadcasting, cable and home internet company in the world, it is the third largest home television service provider. Having two branches of business Comcast Cable and NBCUniversal, which they have owned since 2011 the business has operations from production to distribution and communications, to broadcasting. The internal strengths of Comcast are entertainment properties and regional control.
Local Products/Services During my research I was shocked to find out that Comcast, who recently rebranded its cable television, internet and phone services under XFINITY, offers more just these three services. In an attempt to make it the best experience in the industry, in addition to XFINITY Voice, XFINITY Internet, and XFINITY TV, Comcast offers a home security and home automation service known as XFINITY Home. This provides customers with a total home and automation solution. Comcast Business is available to those interested in taking their business to the next level with services such as inter, phone and TV connectivity. Back in 2011, Comcast teamed up with Verizon Wireless to provide customers with better service and
The availability of movie rentals has taken a huge leap after blockbuster went bankrupt in 2010 (Satell, 2014, p.1). The novelty “Netflix” became a hit after Blockbuster went under. But the huge hit that sparked the consumer’s attention was the creation of “Redbox” in 2002 when McDonalds added Redbox to their LLC to improve the convenience of their customers. The concept of convenience has taken a huge leap in the past decade because of the huge developments in technology. The advancements in technology has also made brick and mortar stores either start to go bankrupt, like blockbuster, or has made the company create an online branch to their business.
Verizon’s uses quantitative analysis, enterprise management and advance technology to improve and stay competitive in the telecommunication and network industry. Verizon has the ability to compete in a rapidly changing environment of telecommunication and network against its competition. Verizon has proved to be innovative with technology, improve customer experience, and manage risk in the marketplace. “Verizon’s global networks, technology platforms and innovative products and solutions work together to give digital enterprises a competitive advantage.” Verizon ranks number 12 with the Washington Technology that offers telecommunication network solutions and services.
When an organization is struggling to sell a product, the organization should reposition it so that it is a deal that
Based on the case study there are many potential competitors that might emerge as vital enemies of Netflix. When you are on top of the industry it is easy for competitors to take aim on you looking to take advantage of your weaknesses. One of the companies that I would find as challenge for our firm is Redbox who will quickly be in the position to start up as a streaming movie company. They are realizing that customers are finding vending machine movie rental time consuming and cumbersome in a world ready to embrace wireless across the board. Technology has caught up with many customers who 5 years ago didn’t even know what streaming video was.
Comcast and Time Warner Cable have recently struck a deal. The two cable companies are waiting for their merger application to be approved by the Federal Communications Commission, the government agency that regulates communications through the media. Both Comcast and Time Warner claim that this merger is more to the benefit of their consumers, increasing services provided by the companies. However, this “merger” is nothing more than a takeover by Comcast, the company trying to increase the monopoly it is becoming.
This happened to countless firms throughout history, from Collins's line to Amtrak and Comcast. These companies have no incentive to conduct good business practices because the government will cover their losses. Thus, Collins was able to charge what he wanted and provide what services deemed appropriate, all at the
Carriers often employ customer take over techniques such as contract and equipment buy out promises, and at-price financing on the latest equipment. Upper management is fiercely competitive as well, often trash talking online and using predatory marketing to downplay competition, and up play service differentiators. Unfortunately, the consumer is often caught up in these power plays, and it is up to them to sort out, through their own research, which company fits them
With over 13.5 million customers, it is the fastest-growing national telecommunications company. Based on their financial performance, technological advancement and customer satisfaction, TELUS is rated as one of the top three telecommunication
To keep competitors at a distance, AT&T was able to stay in its first mover advantage positon by offering more innovative products and services to its customers. In the 90’s as the company’s mobile service offerings grew, the company was a pioneer in placing new stipulations on customer account offerings such as time period contracts, telephone sales costs, and fees for service terminations according to AT&T.com (2016). These account impositions allowed the AT&T to retain customers who may have considered switching to other companies coming into the market. A decade later, in the 2000’s, came a proliferation of mobile phone providers on the market; however, many customers remained loyal to AT&T because of the company’s proven reputation. In
From the early days of the AT&T monopoly into the 1990s, the courts and the Congress participated in an effort to protect consumers and bring competition into the markets for local and long-distance telephone services. This included strict “common carrier” regulations, interconnection requirements and the Modified Final Judgment in 1984, which forced the breakup of AT&T into regional Baby Bells. From the beginning of “community antenna TV” to the 1990s, a similar but more limited effort was made to regulate the newly made cable industry. While these regulations were somewhat successful, advances in technology quickly outstripped them in both the telephone business and the emerging field of high-speed data. A bipartisan consensus was formed
Title: A study on the impact of DTH (Direct to Home) on the local cable operator’s business network INTRODUCTION : Introduction of Set top boxes was considered as the second biggest game changer in the Indian television market as there was a shift in power and monopoly from Local Cable Operators (LCO’s) to Multi-System Cable Operators (MSO’s). Simultaneously, emerging as a competition to the cable players there was strengthening of Direct to Home (DTH) players in the TV distribution industry. As far as the Indian Television industry is concerned, the digitization process will make the local cable operators more responsible instead of the current practice of under-declaring the number of subscribers and thus, profiting at the broadcasters’
One of their key strategies in meeting this goal is a focus on customer service in order to create an experience for its consumers. Another one of their strategies is to ignite their emotional attachment with consumers. They also have
• Product concept: - any consumer when want to buy a product, they are always looking for quality and performance of the product and what features of this product is having, so the organization always should devote their energy to improve the product. • Selling concept: - when companies do a lot of promotions for their product so the consumer will buy more of their product and the sell of the company will increase due of that actions. • Marketing concept: - in this concept to achieve the organization goals they have to know what the consumer looking for and what his/her needs, also by thinking and feeling about what the customers way of thinking and feeling, so by this way they can delivering the desired satisfaction to the consumer better than competitors. • Societal marketing concept: - the idea of this concept, that the company should related their marketing activities for the welfare of the society, also focusing on wants/needs of targeting marketing and delivering a great value to the consumer better than the competitors.