Image
management is an essential part of a business’s marketing strategy and if the
competition is constantly upgrading its image and you are not making any
marketing moves in this department, very soon the disparity between your brand
and the competition’s will begin to widen.
That thing which originally attracted customers to your business will
dissipate. Believe it or not image is
everything; and especially in business, what the consumer thinks about your
business is critical to your survival. Get
feedback from your customers about their perceptions of your company, and as
much as possible; act on the advice.
Finally, taking care of existing
customers will also help your business to maintain its competitive edge. Customers like to feel a sense of belonging
particularly if they are repeat customers.
Setting up loyalty programmes, offering regular discounts and responding
in a timely manner to customer requests are just some ways to show your
appreciation. On the other hand, if you do not take care of your customers, don’t
worry your competitors will. They will
be more responsive to customer needs and expectations and provide them with the
type of service they require.
Regardless of the need to be
competitive, businesses should strive to remain ethical at all times. Marketing norms dictate that engaging in
unethical behavior such as corporate espionage could compromise the business’s
reputation in the market. Businesses are
expected to embrace the highest professional ethical norms and the ethical
values implied by its responsibility toward its stakeholders, more specifically
to its consumer groups.
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