My Conclusion for my marketing paper

Conclusion

Based on these theories, there is only one logical order for successfull marketing to be set up. Taking in account the knowledge about how change gets created (see. Barrett), how modern marketing is defined in a holistic value based way (see Kotler), how specification leads to sustainable success,  and how integrity in a company is achieved (see Lederman) it is clear that every marketing strategy has to start with a personal assessment of values, believes and visions. After this is accomplished, the personal values get translated into the company’s vision, mission and core values. Based on this it is necessary to make a decision on what to focus on (product, service, or price) and implement this into the companies DNA, as well as the marketing messages that are sent out.

Steps	Goal	Questions	Exercise
1.    Personal values, believes, vision	Personal values, beliefs and visions direct the energy and attention an individual puts into his surroundings. It colors the perception and is the basis of every decision making process.	What are my personal goals in life? What do I stand for? What is important for me? What are my personal strength and weaknesses?	Imagine it´s your 100st birthday. What 3 things do you want the speaker to talk about?
2.    Companies vision, mission, values	Translate the personal believes into the Vision of the company. Only if these two are in line, the company can be successful, and the individuals working for it will be satisfied and motivated. This is the DNA of the company, guiding every decision.	What is our core business? What do we want to create in this world? What do we want to be known for? What are our vision, mission, values, and goals? What is our mantra?	1.       If your company never existed, the world would be worse off because…? 2.       In 1 short sentence, write the companies mantra. (Kawasaki, p. 8)
3.    Company and Customer segmentation	The companies DNA is now used for decisions regarding the market segmentation, the discipline of leadership aspired   (Operation, Product, Customer)	What do Customers think about our Company? What are the values that our customers care about? Which competitors provide the best value in each of these value dimensions? How do we measure up against our customers on each dimension of value? Why do we fall short of the value leaders in each dimension of value?	Ask a customer: ·         Tell me 3 reasons you like to do business with us. ·         What is the one thing we do that our competition doesn´t? ·         If our company closed tomorrow. What would you miss most? (Ledermann, p45)
4.    Company Branding	Aligning the internal processes with the marketing messages sent out.	Are the Vision, Mission and Goals communicated to all stakeholders (Employees, Customers, Shareholders, etc)? Do employees understand specific goals and objectives? Are they held accountable for achieving them?	Step 1: Write a one-paragraph description of your customers experience when using your product or service. Step2: Call up a customer and have him write a one-paragraph description of using your product or service. Step 3: Compare the two descriptions. (Kawasaki, p. 42)

The first step is of special importance for small companies, start-ups and entrepreneurs, since in many cases the business owner equals the company. Therefore it is especially important that his or her personal values are in line with companies values. The other steps have to be based on individual values in order to have a stable foundation. Companies that are in line with the personal values of their leaders and employees will on the long run be more successful.