User manual

4 ExtroNews 12.1 January/February 2001
The role that marketing plays in business is
often misunderstood and its functions
overlooked in the daily priority shuffle we all
face in these busy times. Just as surely as
market conditions continually change, so
must we monitor and adapt our mixture of
marketing strategies to keep pace and
remain on the competitive edge. In its
simplest form, marketing is the act of selling
in a market. Many areas fall into this realm,
but it can be generalized as activities an
organization does to attract customers, add
value, and develop methods of serving
customer needs. Clearly this is something we
all have a vested interest in.
The extent to which you match your
organization’s products and services to your
customers’ needs often becomes the essence
of how your customer perceives you and
ranks you among your competitors. Have
you ever wondered if the things you
normally do make a difference to your
customers? Are you sure that you are using
the best resources? Are there ways to
enhance your systems? This column will
suggest methods and techniques you can
use to address these and other issues.
Connecting the services and value you
create to the needs of your customer in the
best and most efficient way should always
be high on a professional’s list. We must all
continually evaluate our effectiveness in this
area and enhance our ability to gain
knowledge, utilize resources, create value,
and deliver it effectively to whichever market
we focus on. This new column will discuss
matters related to the effective marketing of
professional A/V systems, whether that
involves understanding your resources,
communicating better with your customers,
working more efficiently, or increasing the
value you deliver to your customer. Extron
believes in the value added to the
professional A/V market by A/V
professionals and we hope that
issues communicated through this
column will convince you that Marketing
does matter.
W
elcome to the newest feature in ExtroNews. The Marketing
Matters column will focus on keeping you informed of
information, tools, and issues that are meaningful and useful to you in
your efforts to market your organization’s value to the fullest.
Marketing is Everyone’s Job
by Lee Dodson, Vice President of Marketing
MARKETING MATTERS
And the Winner Is….
Results of Extron’s Annual Newsletter Survey for 2000
All of us here at Extron would like to extend a big thank you to the overwhelming
number of people who took the time to participate in our Annual Newsletter Survey
contest. This year’s respondents provided an enormous amount of valuable feedback,
such as which sections of the newsletter are most useful to you and what kinds of
additional resources you’d like to see added. We will use your comments to make
ongoing improvements to the type of information offered to you through ExtroNews.
And now for the news everyone is waiting for—the name of the survey respondent
chosen at random to win an Extron VTG 200 Video Test Generator…the winner is
Scott Miller with Industrial Audio/Video, Inc. in Houston, TX. Congratulations, Scott!