The paper "Nokia’ s Customer Service Theory Based on Its Marketing Mix " is a good example of a marketing case study. Although there is high competition in the telecommunications market, Nokia still controls a substantial segment of the market due to its strategic application of customer service theory in its marketing strategy. The report introduces the current marketing statistics of the company followed by a contextual analysis of the learning theory as the original model pursued by Nokia in establishing a global recognition of its brand. Thereafter, the report discusses the psycho-Analytical theory which is the current customer service theory used by Nokia to retain existing customers, attract potential customers and counteracts high threats of competition. Nokia’ s customer service theory based on its marketing mix Introduction Nokia, as a manufacturing company, specializes in the production of mobile handsets with diverse protocols such as GSM, W-CDMA and CDMA for all types of market segments around the globe.
Additionally, the company produces mobile phone software such as messaging, media, games and map applications, among others. It manufactures telecommunication network equipment via ‘ Nokia Siemens Networks, ’ which is a subsidiary company.
Moreover, it provides its customers with free information and services that pertain to maps and navigation. As such, Nokia operates as a market leader in telecommunications that relate to mobile handsets. According to Yim, Tse & Chan (2008, p. 742), the company relies on its accurate marketing strategy, vast experience and constant innovations not only to maintain its market status but also acquire new markets. In the product category of its marketing mix, the company’ s approach towards its customers enabled it to secure a top spot in mobile phone branding.
Whereby, the company depends on technological advances to produce attractive handset designs, coupled with sophisticated applications while at the same time pricing the products affordably (Klaus & Maklan 2007, p. 120). In this regard, this paper seeks to present a report that discusses Nokia’ s customer service theory based on the evaluation of the company’ s extended marketing mix. Nokia’ s customer theoretical concept Background It is observable that many business organizations nowadays utilize various customer service concepts in the product marketing mix. It comes with a critical necessity to secure the performance and success of the business organization.
Alternatively, businesses that neglect such tactical concepts do not only fail to achieve a significant position in the market but also fail to create an impression to loyal or rather potential customers (Scharl, Dickinger & Murphy 2005, p. 172). As competition persists and business organizations diversify their marketing strategies, it is important for any company to make use of the available customer service theories to counter competition, secure a market for its products and woe many customers. Modernity defines customer service theories as concepts that determine the procedural pattern of how people and organizations purchase products and services that satisfy specific needs (consumer behaviour).
Therefore, by determining consumer behaviour, business organizations get insights on how to strategically position product brands to befit the preferences of the consumers or market the product brands in a manner that attract customers into purchasing the products (Viardot 2004, p. 2). That is why the study of consumer behaviour is important in understanding the market statistics of a given business organization.
Campbell, N 2007, ‘The technological gaze in advertising,’ Articles, p. 28.
Chang, HC & Horng, DJ 2010, ‘The high-quality low-price strategy in penetrating emerging market: a case of Nokia's business strategy in China,’ The Journal of International Management Studies, vol. 5, no. 2, pp. 37-43.
Collin, J & Lorenzin, D 2006, ‘Plan for supply chain agility at Nokia: lessons from the mobile infrastructure industry,’ International Journal of Physical Distribution & Logistics Management, vol. 36, no. 6, pp. 418-430.
Daft, RL 2010, Organization theory and design, Cengage learning, Mason, OH.
Ding, M 2007, ‘A theory of intraperson games,’ Journal of Marketing, vol. 71, no. 2, pp. 1-11.
Easingwood, C & Koustelos, A 2000, ‘Marketing high technology: preparation, targeting, positioning, execution,’ Business Horizons, vol. 43, no. 3, pp. 27-34.
Enderwick, P 2009, ‘Large emerging markets (LEMs) and international strategy,’ International Marketing Review, vol. 26, no. 1, pp. 7-16.
Finkelstein, S, Hambrick, DC & Cannella, AA 2009, Strategic leadership: Theory and research on executives, top management teams, and boards, Oxford University Press, New York, NY.
Hultén, B 2011, ‘Sensory marketing: the multi-sensory brand-experience concept,’ European Business Review, vol. 23, no. 3, pp. 256-273.
Klaus, P & Maklan, S 2007, ‘The role of brands in a service-dominated world,’ Journal of Brand Management, vol. 15, no. 2, pp. 115-122.
Kulviwat, S, Bruner, II, Gordon, C, Kumar, A, Nasco, SA & Clark, T 2007, ‘Toward a unified theory of consumer acceptance technology,’ Psychology & Marketing, vol. 24, no. 12, pp. 1059-1084.
Lee, N, Broderick, AJ & Chamberlain, L 2007, ‘What is ‘neuromarketing’? A discussion and agenda for future research,’ International Journal of Psychophysiology, vol. 63, no. 2, pp. 199-204.
Lee, S, Ha, S & Widdows, R 2011, ‘Consumer responses to high-technology products: Product attributes, cognition, and emotions,’ Journal of Business Research, vol. 64, no. 11, pp. 1195-1200.
Lim, H, Widdows, R & Park, J 2006, ‘M-loyalty: winning strategies for mobile carriers,’ Journal of Consumer Marketing, vol. 23, no. 4, pp. 208-218.
Lowe, S, Carr, AN, Thomas, M & Watkins-Mathys, L 2005, ‘The fourth hermeneutic in marketing theory,’ Marketing Theory, vol. 5, no. 2, pp. 185-203.
Olson, EM, Slater, SF & Hult, GTM 2005, ‘The importance of structure and process to strategy implementation,’ Business Horizons, vol. 48, no. 1, pp. 47-54.
Rader, CS 2009, ‘Toward a theory of consumer interaction with mobile technology devices,’ Doctoral Dissertations, p. 104.
Rust, RT, Moorman, C & Bhalla, G 2010, ‘Rethinking marketing,’ Harvard Business Review, vol. 88, no. 2, pp. 94-101.
Scharl, A, Dickinger, A & Murphy, J 2005, ‘Diffusion and success factors of mobile marketing,’ Electronic commerce research and applications, vol. 4, no. 2, pp. 159-173.
Viardot, E 2004, Successful marketing strategy for high-tech firms, Artech House, Norwood, MA.
Yim, CK, Tse, DK & Chan, KW 2008, ‘Strengthening customer loyalty through intimacy and passion: roles of customer-firm affection and customer-staff relationships in services,’ Journal of Marketing Research, vol. 45, no. 6, pp. 741-756.