The Key Challenges of the Company
The company always keeps in mind that marketing is about customer satisfaction. Since is continually occupied in the quest for satisfaction, competitive offerings will always have potential appeal. This is a matter of balancing costs and potential profit with customer demands, as ‘total satisfaction’, except in a minority of cases, is an unrealistically expensive goal.
always keep in mind that an individual needs a particular product. Information will be sought from a variety of sources including family and friends (called ‘word of mouth’) from advertising, from catalogues, from visits to retail establishments, and from many other sources ( 1990). The more complex the product, the greater will tend to be this information search. The task of marketing is to ensure that the company’s products receive high exposure during this ‘information search’ period and that the best points of the product are emphasized during the ‘evaluation of alternatives’ phase. This will put the company’s product in the best light prior to the ‘purchase decision’, because even then the consumer is still susceptible to further influences in relating to making the correct choice. Marketers must also be aware of ‘post-purchase behaviour’ because this can affect repeat business and forward looking companies attach as much importance to after-sales service as they do to making the initial sale. This reduces the degree of dissatisfaction (or dissonance) in the case of genuine complaints. One method that is now practiced for sales of major items like new toys are where companies follow up a sale by some form of communication by letter or telephone with their customers, this builds confidence in the mind of the customer in having made the ‘correct’ purchasing decision. The terminology that has been attached to this kind of after-sales follow-up is ‘customer care’. Gimmick must have the knowledge of how the buyer/decision process works is critical to the success of marketing strategy. For simple products, the task of marketing is to direct the purchasing routine in favor of the company’s products, perhaps through an effective mass advertising campaign.
Marketing Efforts
The company must implement the buyer/decision model was not specifically designed for new products and its substance was concerned with search and problem solving. It begins with awareness. Marketers must first create awareness and then assist customers through subsequent stages of the process. Consumers cannot begin to consider a new product or service as a solution to need-related problems without this awareness. Successful innovative products should attempt to be problem-solving as successful innovative products should attempt to be problem-solving as far as the customer is concerned. Awareness can come about as a result of the marketing effort of the company or simply by ‘word of mouth’ communication. If the product has potential interest and appeal, then potential purchasers will seek further information. Consumers then evaluate the new product against existing products, and then make an initial adoption by obtaining a trial sample, which might be a free sample or a ‘trial’ purchase. The adoption stage is when a decision is made whether to use the product (in the case of a fast moving consumer good on a repeat purchase basis). Post adoption confirmation is when the product has been adopted and the consumer is seeking reassurance about the wisdom of the purchase. After a major purchase, dissonance (termed cognitive dissonance) is present in the sign of unease that what was thought to be value for money at the time of purchase may not, after all, turn out to be true value.
They are not universally applicable in all individual consumer situations. For example, one consumer may be a connoisseur of bread or of cheese, say, and may not be satisfied to purchase such items at the nearest store; rather, he goes to some store which he has found carries the quality of item he likes, even though it be a considerable distance from his home or place of work. On the other hand, some individuals buy radios on a shopping basis, comparing prices and qualities in any number of establishments before deciding which one to buy. In classifying an article according to the foregoing three-way classification one means that the item is predominantly of a certain type, and not that every single individual buys it in the same manner.
Identifying what their consumers buy and why they make the purchase choices they do is complex. Product features such as status, economy, price, style, color, comfort, and service appeal to different market segments with specific sensitivities (1990). Purchasing motives are not permanent and change throughout the child’s growing up. Motivation is influenced by other buyers. Consumers are actively learning and acquiring new wants that will subsequently modify their lifestyle characteristics. Some believe consumers are divided more by taste and psychographic profile than by age. They have tremendous influence over purchasing power at home due to the changing dynamic of the family. They spend a lot more time at the store with their parents. There is no longer a common American family. Couples have delayed marriage to achieve success in careers and are more financially secure and sophisticated in the consumer decision process than in the past. A high divorce rate usually means that consumers play a greater role in purchasing decisions. Since there are fewer consumers in marriages, more money can be spent on their clothing, toys, and other products, including education. Gender influence demonstrates changing sex roles that manifest themselves in the purchase of more unisex products. Age is also a factor in consumption.
Sample Advertising and Promotions
First, advertising ( 2001, p. 525) is being utilized to be able to impart to the consumers the availability of a particular product or service. In a way, advertising is also able to provide critical information regarding the hotel. When an advertising campaign is achieved effectively, this can lead to an increased demand for the hotel services. Web advertising provides instant interaction and connection to the consumers since the buyers or the audiences are the one who decides on what ad to view favorable to the field of their interest. The consumers are given the power to control the opportunity in establishing an on-line participation through the use of internet. For instance, should the use popup ads and email ads as marketing communication tools, there will be a significant effect. The fact that most advertising firms have also started to exert efforts to make their advertisements appealing to the public ( 2001), creation of ads using the internet is cheaper and easier to make as to compare with any other media. It saves more time and money since it includes a matter of programming and formatting the ad’s layout. The products or the services reached a wider target market using the internet. Since advertising the store on a less strict medium, the services are being viewed with different type of users. This contributes on the success of promoting the hotel’s services and features since it obtain a larger user’s share.
The effectiveness of the medium (1997) as utilized by the store can be measured by the level of success being attained in meeting the desired goal to create changes on the consumers’ attitudes and behaviors after the exposure to the advertisement. Illustration of these changes are manifested by the consumer’s heightened awareness to the products or services, increase in sales and profitability, growth of target market base, positive feedbacks from the consumers and an increase of the public agreement with the advertisement message.
The nature of advertising is to successfully convey the brand’s message to the consumers and effectively established the products and/or services being rendered. Primarily, advertising is used for the purpose of increasing the products sales, enhance the product’s image, and develop the trust of the consumers in the product or service being advertise.
The company may hire celebrities in advertising their products. Celebrities create and maintain attention, and thus create high recall rates of the commercial. Their attractive and likeable qualities are transferred to the product, which is being promoted, and they may develop and polish brand/product image ( 2000).
There are two primary reasons on the effectivity of celebrities in advertisements: credibility and popularity. A celebrity lends credibility to a product or service. Consumers are more likely to be persuaded to accept a product they see used or endorsed by someone they know. A famous face can stop a channel hopper who may be curious to see what that celebrity is talking about. A celebrity can easily increase the viewing value of an infomercial.
However advantageous celebrities are in endorsing of products, there are also setbacks that they experience. A major risk inherent in using celebrity endorsers is the lack of control that the marketers have with the celebrity’s lifestyle or career. It is also possible that an endorser will attract publicity on moral or ethical grounds. For example, if a company’s celebrity is influential with teens and the public does not want teens using the product (beer or tobacco), the Moral Majority may launch a public attack on both the endorser and the company ( 1997). Source credibility suggests that the effectiveness of a message depends on the “expertness” and “trustworthiness” of the source ( 1953; 1978).
Celebrity knowledge or expertise is defined as the perceived ability of the spokesperson to make valid assertions. The expert spokesperson seems most appropriate when advertising products and services that carry higher financial, performance, or physical risk while an ordinary consumer is considered best for low risk products or services ( 1983). Moreover, physical appearance seems to induce positive feelings toward the spokesperson and in some cases changes beliefs ( 1979). The company may use the sample print ad (below) and they may develop a Television advertisement from this. The celebrity is Jennifer Lopez, Jennifer Lopez is one of the most famous singer-actress in the United States and will surely attract consumers.
The company may also use internet marketing, In internet advertising, the companies are able to use different formats depending on the company’s preferred strategies on advertising their products or services. These formats come with the placement of the advertisement on banners, pop-ups, clickthrough, sponsorships and others. Formats are simply the way the advertisement is placed in the web. It is the company’s decision on what format are they going to use to effectively establish the rendered products and services.
Banners advertisement are described as ads placed on a rectangular-shaped graphics which is often seen at the upper part and the lower part of the webpage. This format is the most common format of internet advertisement. Banner format of internet advertising are forms of direct marketing inducement which means that even the consumer (internet user) did not acknowledge the ad, the communication still effectively took place (, 2000).
References
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