Modern Marketing: Confusion in the Marketplace - Essay Example

The past lessons instilled in me the commitment of helping my business organization communicate its intended message to its customers. Now, I am more conscious and convinced of the fact that it is not just the advertisements and commercials which make up a brand identity in the market. More importantly, it is how the whole company from the executives to the front line employees performs which makes up the brand image. A good example of this is Ritz-Carlton Hotel whose employees embody excellent customer service by developing them to be "ladies and gentlemen serving ladies and gentlemen.

" In here, excellent service comes from the sales force-the staff-which directly interacts with the customers. The communication of the company's commitment to service excellence and the delivery of the "Ritz-Carlton experience" is through its staff dedication of fulfilling even the "expressed desire of the guests." In this highly modern world, the advancement of technology shapes how marketers develop promotion strategies. I believe that in my future career, technology will continue to shape the marketplace and strengthen the marketspace.

Technological advancements, I believe will enable companies to carry out promotional strategies that are more able to directly connect to customers. Nowadays, the popularity and wide usage of email replace the catalogs which are often sent to customers through snail mails. Kiosks in DIY shops interact directly with customers allowing them to choose among the competing products more efficiently and conveniently. I believe that the world will be shifting towards more customized promotional efforts where specific messages are created for each customer.

This customization in a promotional strategy will enable the company to tailor its efforts to a specific client and increase the chance of capturing more buyers. This, of course, will be aided by the employment of more advanced technology.There is actually confusion in the marketplace because of the emerging trends in communication. More devices are invented like Ipods, mobile phones, Xbox, and others which are becoming a part of customers' daily lives. Thus, the channel and the message become and will continue to become a challenge in designing communication strategies.