Marketing implications are changes in sales or other results that can be expected from a particular strategy. For instance, a plan to communicate more openly with customers has marketing implications of increased customer satisfaction. Marketing implications can be positive or negative.
Changes in product design or business processes have marketing implications, such as increasing customers' use and future purchases of a product under certain circumstances. Marketing implications also apply to the overall health of a business since greater customer satisfaction and increased sales lead to higher production and more profit. Potential marketing implications among employees include higher morale and greater commitment to a company when sales are favorable and the company has a good reputation.
Technology advancements, such as smart phones that make online shopping quick and easy, have negative marketing implications for physical retailers. A new tablet with a larger, brighter screen has positive marketing implications for publishers of interesting content.
Having a marketing strategy allows companies to focus on particular opportunities to increase sales and find competitive advantages, according to David Aaker, an American business consultant and professor emeritus at the University of California, Berkeley. Assessing potential implications is one activity in the full spectrum of marketing activities designed to support a company's objectives.