Netflix and Marketing
The exchange process for Netflix and its customers is stationed around their movie rentals. Each customer signs up for a subscription, and an amount they want to pay monthly. Depending on this subscription each customer selects, will determine the number of movies that can simultaneously be out at one time. Each movie is mailed out individually in its own envelope, and you can keep for as long as you like. As each movie is returned, another movie will be delivered to its customers by, mail. Netflix uses the market orientation concept.
It states that the social and economic justification for an organization’s existence is the satisfaction of customer wants and needs while meeting organizational objectives. (The Essentials of Marketing). Marketing concept is really focused on getting the customer to want to purchase their product. With Netflix it is viewed as a convenience to be able to rent movies and not have to worry ab0ut late fees. Also, there is a convenience of developing a Que. This is where your movies choices are saved, and will be mailed out in order of ranking unless one is not in stock and then it goes to the next movie in your Que.
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You can log in to update your que, and then you don’t have to think about that. IT is something that keeps the customer coming back. Relationship marketing is a strategy designed to foster customer loyalty, interaction and long-term engagement. (Rouse). Relationship marketing is very useful for Netflix. When using this style you focus on your customer’s needs, and learn how to market yourself for them. You open yourself up to communication and suggestions with your customers and this style will keep them coming back. Yes, I have been exposed to Netflix advertising.
My children have also been exposed to their advertising. It had a positive effect on all of us. My teenage children originally told me about Netflix because we can rent movies and don’t have to worry if it’s late. The other thing that was really appealing to them was the opportunity to have Netflix streamed directly to their gaming systems and laptop computers. That seems to be a problem sometimes, and they thought this feature was awesome. Another thing about their advertising that grabbed me was the free trial offer.
It was a way for me to check out their services and see if it was beneficial to my family. 2 years later, and we still have a monthly subscription and enjoy all of their services. I think the sales tactic they used over the holidays was brilliant. It is much like giving someone a magazine subscription to one of their favorites. It opens the door to potential customers that haven’t yet tried their services. The best thing is that for the sender, it’s free. For those who decide that Netflix will benefit their lifestyles, they had the option to select with subscription worked best for them.
* Relationship Marketing. Rouse, Margaret. http://searchcrm.techtarget.com/definition/relationship-marketing
* The Essentials of Marketing. Lamb, Charles W, Hair, Joseph F. Jr., McDaniel, Craig. http://www.cengage.com/custom/static_content/OLC/1111400385/data/lamb56203_0324656203_02.01_chapter01.pdf