Understanding Marketing Performance Levels

Responsive Marketing Tier: The first level of marketing performance is the Responsive Marketing Tier. This level is basically where marketing performance is executed in the form of an affordable solution on the identification of a clear need. The most suitable example for this level of marketing is the invention of the dishwasher. There was a clear need considering the fact that women did not want to waste their time washing dishes, so they came up at affordable prices. At this level of marketing, you can be sure that there is minimal risk due to the fact that there is a clear need and the customer is not required to be aware of the need. You can easily identify the solution of the need when a solution is provided. At this level the solution is affordable, so the acceptance of the product is not a problem either. So, briefly, the responsive marketing level is the minimum risk level.

Anticipatory Marketing Level: The second level of marketing performance is the anticipatory marketing level. At this level, the need is anticipated but not directly declared by the customer for one reason or another. This level includes anticipating customer needs and providing a solution to unstated needs. An example of this is the invention of mineral/bottled water. There was an ambiguous need considering the fact that the water is becoming polluted. This level of marketing also requires an awareness campaign. People are required to identify the need and be ready to accept the solution. If they don’t identify the need, they will never accept the solution. At this level of marketing there is moderate risk present. If you fail to make people aware of the need you are serving, the solution will ultimately be rejected by the market and therefore lose market.

Level of marketing that shapes needs: The third level of marketing performance is the level of marketing that shapes needs. This level of marketing performance is when a company launches or provides something that people didn’t need or people didn’t even imagine. This level includes finding a creative solution to a problem that wasn’t really a problem. It would not be wrong to call this product an extra luxury. An example of this is the invention of an iPad or an iPod. People didn’t need an iPad or an iPod, but Apple launched it considering the fact that change keeps the market going. The level of acceptance of these products was very high and, therefore, Apple managed to live up to its cult brand image. At this level of commercialization a high risk is present. Be careful when opting for this level!