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Imprese il 9 Febbraio 2011 |
431 commentiIn un mondo in cui l’offerta é endemicamente sovrabbondante rispetto alla domanda, i clienti hanno sempre più possibilità di scelta, le relazioni d’affari si basano sempre più sulla fiducia, ciò che conta è la Reputazione. Più che la visibilità e la notorietà conta la Reputazione.
Rispetto agli anni di fine secolo in cui affermare che un’azienda orientata al marketing appariva quasi un’affermazione quasi assiomatica, oggi la situazione è cambiata. Gli acquirenti non hanno più soltanto bisogni o desideri. Sono diventati più esigenti, hanno accumulato esperienze, hanno imparato che le relazioni di scambio non devono essere più basate soltanto sul confronto tra domanda ed offerta. Le relazioni di scambio sono orientate al valore che i due contraenti riescono a scambiarsi. Uno di quei valori è per l’appunto la Reputazione. Essa costituisce un valore talmente importante da essere diventata la ragione di sopravvivenza.
Oggi non si vendono più né prodotti né servizi, la gente acquista, anzi sceglie, la prospettiva di soddisfare proprie aspettativa per rendersene conto. Quanto maggiore è la Reputazione di cui gode un’azienda tanto più è probabile che chi acquista i suoi prodotti/servizi soddisfi le proprie aspettative.
Chiunque intenda acquistare un orologio, un’automobile, un abito, una poltrona, un pc, un capannone, lo fa non soltanto per motivi di convenienza economica. Lo fa per soddisfare una propria aspettativa personale. A parità di condizioni contrattuali la scelta cadrà sull’azienda che gode della maggiore Reputazione.
Ecco perché il mai sopito orientamento marketing ha fatto il suo tempo. Ciò che conta, oggi, è l’orientamento alla Reputazione.
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431 Commenti riguardo "E’ ORA CHE LE AZIENDE SI ORIENTINO ALLA REPUTAZIONE"
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