So, it was considered certain that the goal of marketing activity – the creation of a single unique combination of product features, its price, advertising and promotion channels (up to four well-known pain 'Pi' marketing), which provide an advantage to the company by all the competitors. Sensing the advantage of buyers will be attracted to the product of the firm as to the magnetic metal dust … as long as there is no advantage will create one of the competitors. Through its marketing department to analyze the possibility of a firm should create similar benefits. Marketers need to regularly monitor only for the balance of power in the industry – the behavior of competitors, each of which is necessarily need to know 'in person'. 'Particularly the existence of' customers to one company do not care.
Coming in with regularity, and information concerning them is very scarce and found only in sales reports. Such an approach is justified among the producers of washing powders, colliding with several tens of millions of competing brands and geographically dispersed end customers. However, it is absurd in the activity of a trading company in the city wholesale market of household chemicals. The composition of the product portfolio firms, hundreds and even thousands of names, often exceeds the number of clients. Try track for competitors to offer the best selection and prices possible. After all, only to collect and process the necessary information in most cases will exceed the time during which there is a change of commodity range of competing firms. Trading firm is or, more generally, 'forget' about marketing, or use methods of marketing relationships. In other words, aim to achieve no advantage over the abstract competitors, and ability to maintain relationships with customers through personalized: The channels of promotion – the use of sales force, range, price and discount systems, methods of delivery.