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2017 | OriginalPaper | Chapter

3. TES Marketing

Author : Mauro Cavallone

Published in: Marketing and Customer Loyalty

Publisher: Springer International Publishing

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Abstract

TES, an acronym for The Extra Step from which the book derives its name, is introduced in this chapter and, after a description and analysis of the main principles, the research question investigated is: “Is it possible to create/provide a product/service and at the same time make customers loyal by acting on the delivered mix?” and TES Marketing wants to be the answer. TES marketing materialises as a new way of creating the offer and enables the elements of the existing marketing mix to be examined in order to pinpoint the appropriate lever on which to intervene (one or more “Ps”). The purpose is to make the buying experience such as to combine the provision of goods or services with loyalty, especially in those sectors in which the offer of the direct competitor is similar or comparable to that of the firm. In this chapter is considered the role of consumer involvement. It can be defined as the very essence of TES marketing as, on one side, it represents what inspires the effort of constantly making the extra step, while on the other side it permeates every strategic and operative aspect of such an approach.

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previous chapter Strategic Action: Four Elements for Increasing the Effectiveness of Marketing Actions

next chapter The TES Marketing Mix

Kandampully et al. (2015).

Gilmore and Pine (2007) state: “In a world increasingly filled with deliberately and sensationally staged experience—an increasingly unreal world—consumers choose to buy or not buy based on how real they perceive an offer to be”.

This latter activity is analysed by various authors (Schultz 2013; Klaus 2013; Baxter et al. 2014) who share the idea that in today’s market context characterised by complexity, hyper-competition and digitalisation, pinpointing the consumer insights—to which, as Fiocca (2006) states, must be added the human insights—enables companies to develop products, create messages, plan strategies and increase the efficacy of the sales processes.

The same authors report that “recent research in the field of neurology has confirmed that loyalty is a sentiment that springs from emotiveness and not from rationality”.

Reference will once again be made to the theme of involvement, later on in this chapter, both from the point of view of its centrality in the choice of product, and as the pin for establishing lasting relationships as described and confirmed in literature.

Lagrosen (2005).

By the term customized marketing, the need is expressed for some companies to “exasperate” the concept of consumer marketing for the purpose of defining a real customisation of the offer (Cavallone 2000).

See the paragraph concerning the delivered mix.

Concerning the concept of brand equity and its evolution see the recent works of Ahmad and Thyagaraj (2014) and Matthews et al. (2014).

Compare the references to relational marketing quoted previously. On the subject see also Grönroos (1994, 2000).

By information reference is made to all the data that increase the value for the customer and which may vary from continuative to sporadic, from in-depth (i.e. complete) to simple news that the customer then investigates personally.

Blattberg et al. (2008).

In this way, involvement, as examined previously, materialises: the customer feels at one and the same time that he is cared for on a relational level with behaviour showing an active presence, as well as enriched by means of specific information that is also of value.

On this matter see the contents of the previous chapter.

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Title: TES Marketing
Author: Mauro Cavallone
Publisher: Springer International Publishing
Book: Marketing and Customer Loyalty
Print ISBN: 978-3-319-51990-6

Electronic ISBN: 978-3-319-51991-3

Copyright Year: 2017
DOI: https://doi.org/10.1007/978-3-319-51991-3_3