A. Marketing merely reflects the needs and wants of customers. B. Marketing shapes consumer needs and wants.
Part A
Consumer
'Marketing merely reflects the needs and wants of customers.' We all need to eat, drink and sleep and reproduce, this is all part of who we are as human beings. Therefore at the basic level associates will strive to satisfy these functions and keep doing so by once in a while showing advertisements that tells the social that they are colse to and can provide the products they need.
The other aspect is that needs vary depending on what country you live in. "For example a consumer in the United States may need food but may want a hamburger, french fries and a soft drink and a man that lives in Mauritius that needs food may want a mango, rice, lentils and beans. Wants are shaped by our society." The other part is wants, every person can want something but only a few has the means to procure it. A good example would be that every person wants to eat out at high-priced restaurants everyday but in reality only very few people can absolutely afford that lifestyle. This is why discrete segments have been created to target dissimilar groups and classes of people.
Marketers must therefore continually be creating and developing exciting products and then in turn devising a fantastic marketing strategy to win the consumer over to buy their product over other competing products. associates strive to reserve their buyer base by delivering value and delight from their products and this is formulated in consumers' minds as a combination of service, quality and price. Some consumers would not mind paying a higher price for an item or aid if they received very good service.
This is all part of what a consumer's expectations on a product are, if these perceived expectations are met time after time then they come to be a loyal buyer to that particular company. We as people like consistency and if a marketer provides consistent aid in addition to great products and price then we will keep on going back for years. A good example would be Ben's Chili Bowl located in Washington Dc. It is an eatery that has been in firm for decades and the fact that it had kept so many loyal customers is because they have offered consistent aid and great food over the years and people who used to go there to eat as kids still go there as adults. They even have patrons fly into Washington Dc just to experience their food and service. associates also generate brands and these brands have an corollary on people's purchasing habits.
These brands can mean any aspects of the firm combined to form a perception in the consumer's mind such as products, services, data and experiences. The more unique and exciting a brand the best it will perform. One brand that comes to mind is the Coach firm that business accessories in the sell sector. They produce items such as handbags, purses, belts and other items. Coach has built a strong brand name for themselves by being unique in their style and aid and this is primarily the infer that customers generate a high examine for their products. This has also allowed the firm to allege an above midpoint price for their products compared with their competitors with the knowledge that consumers would pay that higher price. Segmentation is someone else way that associates target the consumer to satisfy their needs and associates use this technique to target where they should store their products. There are discrete criteria that associates use to segment their products and some of them are geographic, demographic, psycho illustrated and behavioral.
They would use factors such as how populated and area is or how wealthy the people of a specific area is and target products that fit that mold. This has proved to be a very flourishing tactic for associates in marketing. Marketing channels are also used by associates to reach their consumers. They use three types of marketing channels which are communications, distribution and aid channels. Communications is important to get the company's message out to the social and this could be in many forms such as the radio, television, the internet, posters and the like. They also need to distribute their products to the consumer and this means they will need a corporeal location like a store, or be a wholesaler and have others sell your products for you and also sell your products on the internet. aid channels are needed to corollary transactions with the consumers and these could be banks for prestige card purchases and communication associates such as Ups to deliver the products to homes and businesses.
Marketing has relied on four marketing skills and tools and they are the sales force, advertising, sales promotion and marketing research, they must also use brand building, buyer relations, telemarketing and others to make their product selling come to be reality. associates must also function ethically and absolutely to serve the consumer in the best potential manner. Marketing in the United States is unique in the world because it has evolved and changed over the years to blend in with the capitalistic society we live in in the Us. This also means that some of the marketing we use in this country can only work with the prestige law we currently have. This is not so in other parts of the world even in advanced countries. So I would view marketing in the United States as one of the spokes in the wheel that makes our economy such a giant as it is today.
Part B
Regarding the second seminar 'Marketing shapes consumer needs and wants.' I have to also agree with this statement. My reasons are many and varied. After looking so many television commercials and advertisements both on the Internet and on newspapers I have finished that some associates produce their ads to generate a need in the consumer's mind even if originally they were not concerned in the product. I took some time to explore some of the words that advertisements generally use and I found an exciting mix of words and phrases. The word 'free' is the most base denominator I found in the ads, free is used in combinations such as free home trial, free inspection, buy one get one free, free installation, free estimates, free parking, free demonstration and free consultation. The word free is commonly a grand catalyst that springs the consumer into buying that particular product or idea even though he or she might not need it. I think other terms also kind of bait people into buying things they don't need.
Terms such as 'no payments till 2010' or 'money back guarantee' 'no down payment' 'offer good while supplies last' help dissipate any doubts that the consumer may have and spur them on to make the purchase. "Because the goal is to get customers' attention, persuade and generate demand, store segmentation has historically been based on variables that correlate to creating demand: geography, age, gender, income, education, vocation and other primary demographics, as well as psychographics colse to personality, lifestyle, values and attitudes. It works because these attributes are helpful for defining how to effectively speak to dissimilar groups of people."
Some associates do act unethical in their advertising, for example I have seen some ads on the internet especially where associates would advertise a product and make it very appealing to the consumer then at the very lowest is tiny fonts the word 'restrictions apply' they would hide the link that takes you to where the restrictions are listed. So if you happen to buy that product without reading the fine print and something happens that you are not satisfied or want to return the item the firm would refuse and make reference to their restriction policy. Other tactics that associates use to shape consumers needs and wants is to use celebrities or other notable people to sell their products. A good example of a firm would be Nike. Nike teamed up with Michael Jordan to generate marketing giant. One of the themes behind their partnership was to generate the desire within consumers that if they wore Michael Jordan's sneakers they could play basketball or jump as high as him.
This was directed primarily towards the younger consumers and turned out to be a huge marketing success. associates also take benefit of world events or changes in the economy to come out with new products. A good example is the ever addition popularity of hybrid cars. This has been brought about by gas prices going up and the economy slowing down. However the increase in hybrid cars has led to a marked decrease of large Suv vehicles. In the past we used to join together hybrid cars with car associates such as Toyota and Honda, but nowadays associates such as Lincoln, Ford and others are coming out with hybrid vehicles. This has been a necessity of them to compete in today's changed car market.
However advertising is not the only force that drives the consumer. Most associates do a lot of explore before releasing an advertisement in getting a feel of what the consumers absolutely desire. There is a constant interaction with the social in learning what is in vogue at the time and also what brands people want to be connected with. I have all the time wondered at why associates come out with new models or new releases at such a quick pace. This tactic is basically in general a tweak or an enhancement of the old model or version in order to generate the perception of a totally new product which in turn creates more examine for the product.
Good examples of these products would be software, Microsoft is especially good at coming out with new versions of their products. For example with the issue of Microsoft Vista operating law it meant that people had to upgrade their computers also because their existing hardware could not reserve Microsoft Vista's requirements. In conclusion, newer firms tend to lean more towards creating needs because the social does not yet know about their products. Established associates are more concerned in fulfilling the existing needs of consumers. These associates are already known and their products have already being deemed necessary to their lives so they would continue buying their products even with little or no advertisement.
How Does Marketing generate and Satisfy buyer Needs? Consumer
0 comments:
Post a Comment