Marketing's Colors: Al's GasTown

Bonoma, Thomas V.
September 1994
Marketing Management;Fall94, Vol. 3 Issue 2, p16
This articles discusses the importance of having a hands on knowledge and early experiences of Tom Bonoma at Al's GasTown in understanding the true meaning of marketing rather than any of his advanced degrees in marketing or psychology ever could. Marketing according to Tom is the process of creating customers, loyalty and a cycle of need satisfaction and repurchase throughout the consumer's or the life cycle of the products. Tom is a successful businessman but he still think of the days when he was pumping gas and cleaning toilets at Al's GasTown. The strategies used by Al's in business marketing are market selection, gasoline retailing in competing with establish brands, provision of regular products, incremental services to all, incremental services to key customers and other value added services such as building repainting and illuminations. The technique is called the customer building.


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