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Business is dependent to a great deal on the prevailing social environment, on rules that may not be necessarily written, and on customs prevailing in a particular society at any given time. The basic principles in business rely on the quid pro quo rule whereby a thing is given to somebody if that person returns something in terms of equal value and utility. The philosophy of business is essentially about appreciating and accepting the rules and principles of businesses. Sometimes the philosophy of business also relates to business ethics.
Creative Designs will have to adopt a combination of the social marketing concept and relationship marketing. There is considerable influence of the social marketing concept in satisfying the needs and desires of customers. The market segment in which Creative Designs operates is primarily concerned about societies and their long-term concerns. It serves the company well in catering to the interior designing needs of homes and corporate offices in keeping with customer aspirations that have a direct relationship with the prevailing social environment. Each element of the marketing mix must be closely looked into while protecting the interests of society. The main idea is to be ethical in building the basic framework for human behavior that relates to moral principles and attempts to differentiate the correct and incorrect ways of doing business. Although business values may be viewed differently by individuals, every company has to evolve a business philosophy that must consider psychological, social, religious, and political values that directly or indirectly determine the overall worth of business decisions.
There is no need to practice objectivism by Creative Designs since it cannot necessarily provide its services at uniform and reasonable prices in the viewpoint of clients. Hence the company will have to focus on ethical relativism and relationship marketing whereby the ethical perspective will deal with the feelings and attitudes of customers based on social systems that accept the behavioral patterns as established by social groups. Relationship marketing implies building a stronger and long-term relationship with clients and developing a bond and rapport with business partners. The building of relationships with customers is an important aspect of marketing models whereby marketing relationships are carried forward with business associates. Strong relations can be built only by giving utility and value for money to the customer and this is possible by providing the best services at competent prices. If Creative Designs can effectively implement such strategies it can establish a long list of satisfied customers.
Given your choice of business philosophy, how would you sell the pen given to Kelly? Explain.
Given that the business philosophies of social and relationship marketing have to be used, the strategy for selling the pen will initially require me to reveal that I have a great product, a product that will considerably influence the buyer and add value for him. The value in terms of social impact will come from the excellent brand the buyer will possess, the writing quality and durability of the pen being vouched for by several members of society in terms of ownership of the brand. The business philosophy will focus on the success story of the brand and its popularity in being of immense value for money. The ethical perspective will be highlighted in the marketing campaigns by citing the several awards and quality certificates the brand has been able to get, primarily due to its durability as also the class reflected in its ownership. The pen brand has been a classic masterpiece and has been used down the ages for several decades with the same set of values being attached to it in token of being a virtual status symbol for intellectuals, students, and the man working in the office.
Relationship marketing will be used a little differently in tapping the institutional and large customers. Some several institutions and customers buy in bulk and continuously. Original ideas will be created and communicated effectively to potential customers with a proposal that will be difficult to resist. The purpose will be to build a healthy relationship of trust and mutual benefit with possible clients. Strategies will be used in focusing upon the common business interests in a way that the limited time available to make the pitch is best utilized to get the affirmative nod from clients. Something original and unique will have to be conveyed about the pen by picking appropriate references and making a strong base. New and unique elements will be introduced that will become a unique selling proposition for the client to resist. The unique features of the pen such as bright and contrasting colors and the special quality ink cartridges that cannot be erased will be highlighted. The final step would be to add some exceptions for the clients by giving some unique bargain offer for purchasing the pens in bulk, which will be another step in creating a strong relationship.
Works Cited
Ferrell O C, Marketing Strategy, 2007, South-Western College Pub.
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