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Marketing Introduction
At its most basic level, every member transaction, every interaction, every connection ? positive or negative ? is marketing. In a strategic context, marketing drives the entire decision making process and requires research that is objective, comprehensive, and continuous. Marketing is strategic on one hand, the responsibility of everyone on the other; it is a philosophy, not a job. A way of thinking, not a department. (Goldman, 1999, p. 1). Lorraine Kern, Marketing Manager for Allstate Insurance Company, could not agree more. Lorraine says, "Marketing is the heart of the business. It is the voice to our customer and the face of our company. Companies must acquire and keep customers and marketing is the only business function that deals directly with customers."
This paper will concentrate on my conversation with Lorraine, which focused on the top three marketing challenges facing the Allstate Insurance Company today. These challenges are, brand awareness, direct marketing and advertising, and increased website usage.
Marketing Challenges
Brand Awareness
One of the top marketing challenges facing Allstate today is brand awareness. Many customers know the "You're in Good Hands with Allstate" slogan. They also know that Allstate sale property and casualty products. What they do not know is Allstate also has a financial services company. Lorraine says, "Our own customers do not know that Allstate is in the financial services business. Research suggests that the more products a household has from a provider, the better chance we'll have of retaining business and having a high lifetime value from that household."
The compan ...