Satisfying Customers Needs And Wants Marketing Essay

Satisfying Customers Needs And Wants merchandise EssayMarketing has often been defined in terms of red-blooded customers needs and wants. Critics however maintain that trade goes beyond that and creates needs and wants that did non exist before, According to these critics, marketers encourage consumers to spend more money than they should on goods and service they really do not need.Marketing process can be explained as creating value for customers and building customer relationship by doing this the plaque makes winningsThe various elements of merchandising process can be classified as followFig 1Understanding the market place and customers needs and wants is achieved through with(predicate) in-depth market research and thereby identifying a product gap or needs gap. This lead involve trends , how to make things easier , comfortable, better and user friendly. In the archeozoic 80s there were few or no fluid phones. A thorough market research has created the need for mobile phones, thusly came the massive first coevals mobile phones.This were later followed by smaller ones and these days we can see the smart phones with inbuilt cameras, time online movies and overbolds ability to actual work from your mobile Samsung note to the new tablets.Every day specialist market research companies, innovators, technicians and scientist all work hand on hand to create a new niche market or brand that makes our lives much more comfortable. Even the pay as you go concept became appargonnt as people could not continue to pay the incredible racy cost then been charged by manufacturers who were looking at ways to cover the cost of their research and development. So the critics may not be far from the truth but the standard is marketers coming with ways and products that makes our lives easy.Design a customer driven marketing strategy. Marketing strategy is a long term means of achieving a corporate objective. If we take the example of the mobile phone industry whe re the likes of Samsung, IPhone, Nokia argon in unspoiled competition each as to design a marketing strategy to capture a share of the market. Like a military personnel volition define the art of going to warfare.Marketing program that delivers superior value This refers to the marketing mix that is the 4ps Usually referring to E. Jerome McCarthys14 P classifications for developing an effective marketing strategy, which encompasses product, price, placement (distribution) and promotion. When its a consumer-centric marketing mix, ithas been extended to includethree more Ps people, process and physical evidence, andthree Cs cost, consumer and competitor. Depending on the industry and the manoeuvre of the marketing plan, marketing managers will take various approaches to each of the 4 Ps.The benefits and cost of marketing orientationMarket orientation is the understanding of customers requirement and humanity of marketing mix which will meet these needs. Market driven means the firms capability to understand, attract and keep valuable customersG. Armstrong and P. Kotler define marketing as tender and managing processby which the individuals and groups procure what they need by creating and exchanging values with others.2A market-oriented company is in a position to achieve competitive advantage give thanks to its unique innovative approach to customers. In addition to this,according to the opinion of P. R. Dickson, a competitive advantage should beunderstood in the sense of kinetics of competition. He expresses disagreementwith the standpoint of neoclassic theory of market equilibrium and claimsthat the main characteristic of the market is its disequilibrium. He sees marketingas a scientific discipline and skill of creating changes (disequilibrium) in the market inthe manner that would provide for the changes that are beneficial for the company.Various responses of salespersons and customers to changes in supply anddemand, thinks Dickson, create possib ilities that could be used by the companythat understands market. He underlines the importance of adjusting companyto the market occurrences.3Benefits and cost of market orientationFigure 2 Customer relationship groupsSource G. Armstrong, P. Kotler, Marketing An Introduction, 7. ed., Pearson/Prentice-Hall, speed Saddle River, NJ, 2005, p. 25.The above summaries the benefits and cost of market Orientation other advantages and disadvantages.Responding to DemandBuilding Customer ValueDisadvantagesExtensive and Expensive Research and Incr residuumd cost. small and Macro environmental factors that affect marketing DecisionThe micro environmental factors are factors that can be controlled by the organisation and relates directly with the business these are considered using the factors in fig 3Micro Environmental factorsFig 3Fig 4 shows how different public affects organisation. The public that affect the marketing decision of the yet they can be controlled and are regarded as micro are th e relation with the following members of this public e.g Financial public this is based on say for example the organisations annual returns.Fig 4Macro Environmental FactorsThe Target market for mobile phones companies and IT companies are more likely to be the high income earning spectrum of the society or the new graduates and the city bankers and young people in the top echelon of society who will be able to afford the integrated cases that are about(predicate) to be launched into the market very soon The package will include home entertainment, office package, security package, phone and video calls and financial/banking package all launched as one integrated hand held device.Market segmentation, and Target is followed by positioning, this should be developed and implemented by creating an image for the product, profiling the come in market,High Tech gadgets like this integrated hand held device will be bought based on the technical specification what comfort or ease of doing a task it provide.Buying Behaviourur is the way and act of people involved in buying and using products. To understand these we need to consider, why a emptor will make a purchase, what factors influence will influence a buyer to buy a certain product.Buying Behaviour refers to how people will be urinate when buying a certain product.A firm needs to consider and study buying behaviourur and peoples reactions to the organisation marketing strategy has this will have great impact on the firms success.The marketing concept show how a marketing mix (MM) that satisfies (gives utility to) customers, hence it important to understand the what, where, when and how consumers buy.Stages of the Consumer Buying playThere are Six Stages to the Consumer Buying Decision Process (For complex decisions).Problem RecognitionInformation searchThe evoked set.Evaluation of AlternativesPurchase decision- smirch Purchase decisionBuying behaviour is often goaded by the level of consumer involvement in the purchase decisions, the importance and level of interest the consumer decisions is determined by the motivation to seek information about the product or service. High involvement purchase such as buy a prodigality car or other expensive items. Also the element of risk involved in the use of the product that is the social risk and the economic risk.The four type of consumer buying behaviourRoutine Response/Programmed Behaviourr, Limited Decision Making, Extensive Decision Making/Complex, impulse buying, Routine Response/Programmed behaviour this are low involvement very little or no decision effort is required E.g. A can drink .Limited Decision Making- This are product bought occasionally example are like clothing but not brandsExtensive Decision Making/Complex This involves unfamiliar, expensive and infrequently bought goods. It involves a high degree of economic performance, and psychological risk. e.g. cars, homes, computers, it also involves a lot of time seeking information an d deciding. and consumers will go through all six-spot stages of the buying process.Impulse buying, this are purchase which are unplanned it like buying chewing gum in the Conner shop without actually thinking about it. Also prices at time lead to impulse buying. They are usually low valued items.Ethan Lyon said The goal of market positioning is to find the ideal opportunity in the market based on customer needs, market forces and financial and strategic considerations. Once the market opportunity is identified then the organisation can further develop its product and elevate its brand to deliver outstanding value. To clarify the market position, the firm will need to find an overarching theme, then define the details. (sparxoo.com)Brand Idea-The idea is an aspirational concept it defines the idea of what the company. For example the Samsung note goes with the concept of designed for humanValue Proposition- A customer or a consumer buyers the Samsung note they see high value and hi gh qualityDifferentiating Attributes-Samsung has distinguished itself from Apple by targeting the main stream yet providing quality and comparable or better phones than those provided by AppleWord count1450