Understanding Levels of Marketing Performance

Responsive Marketing Level: The first level of marketing performance is the responsive marketing level. This level is basically when marketing performance is executed as an affordable solution to identify a clear need. The most appropriate example of this level of marketing is the invention of the dishwasher. There was a clear need, given the fact that women did not want to spend time washing dishes, and therefore dishwashers appeared at affordable prices. At this level of marketing you can be assured of minimal risk as there is a clear need and the customer does not need to be made aware of the need. When a solution is presented, it can easily identify the solution to the need. At this level the solution is economical, so product acceptance is not a problem either. So, in short, the responsive marketing level is the minimum risk level.

Predictive Marketing Level: The second level of marketing performance is the predictive marketing level. At this level, the need is estimated but not directly stated by the customer for one reason or another. This level includes anticipating customer needs and providing a solution to unspecified needs. An example of this is the invention of mineral/bottled water. There was a vague need given the fact that the water was polluted. This level of marketing also requires an awareness campaign. People need to identify the need and be prepared to accept the solution. If they do not identify the need, they will never accept the solution. There is moderate risk at this level of marketing. If you don’t make people aware of the need you are providing the solution to, the solution will eventually be rejected by the market causing you to lose the market.

Need-Shaping Marketing Level: The third level of marketing performance is the needs-shaping marketing level. This level of marketing performance is when a company launches or provides something that is not needed or even dreamed of by people. This level involves finding a creative solution to a problem that is not actually a problem. It would not be wrong to call such a product an extra luxury. An example of this is the invention of an iPad or iPod. People didn’t need an iPad or an iPod, but Apple launched it considering the fact that change is keeping the market afloat. The acceptance level of these products was extremely high, and for this reason, Apple managed to keep its cult brand image alive. There is a high risk at this level of marketing. Be careful when choosing this level!

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