Sign Up Now
Get instant access to over 1 million+ study documents
OR
Already registered? click here to login
By creating your account, you agree to our terms of service, privacy policy and student honor code.
Marketing context, problem recognition is having an awareness of need. The marketer needs to understand the difference between the desired state and the actual condition. This is the first stage of the consumer buying process (No author, 2012). Consumer needs are determined by a variety of influences. The situational influences include time and place in which the consumer is. Consumer influences include the consumer's preferences, available money and the level of need or desire at a given moment in time. The marketing influences are the awareness that the consumer has of different product/service options, and the feeling that the consumer has about those products/services.
Hunter (2012) outlines five types of shoppers. Loyal customers are the biggest customer group for most businesses. They do not need to be attracted to the product, but can be induced to purchase more, or more frequently. Discount customers tend to purchase the product/service only when it is offered at a discount. They will delay purchase otherwise, and...
Impulse customers will by something on a whim, and can be enticed at the source of purchase. Need-based customers have a specific intention to buy a particular item. Wandering customers have no specific product or service in mind -- they are shopping for the sake of shopping. They may or may not purchase.
3. There are a number of factors that influence brand loyalty. In addition to satisfaction, brand loyalty is influenced by the physical attributes of packaging, the lifestyle connotations of certain products (what those products say about who you are), pricing, distribution. These fall into the categories of brand characteristics, company characteristics and consumer-brand characteristics (Lau & Lee, 1999). For example, a consumer's level of loyalty might be high if a product has an image with which the consumer wants to be associated, but if the image changes then the loyalty would change. The same would occur with distribution -- a customer might be loyal to purchase…
Works Cited:
BSI. (2011). Balanced scorecard basics. Balanced Scorecard Institute. Retrieved February 16, 2012 from http://www.balancedscorecard.org/BSCResources/AbouttheBalancedScorecard/tabid/55/Default.aspx
FTC. (2012). CAN-SPAM Act: A compliance guide for business. Bureau of Consumer Protection. Retrieved February 16, 2012 from http://business.ftc.gov/documents/bus61-can-spam-act-compliance-guide-business
Hunter, M. (2012). The five types of shoppers. Business Know How. Retrieved February 16, 2012 from http://www.businessknowhow.com/marketing/shoppertypes.htm
Law, G. & Lee, S. (1999). Consumers' trust in a brand and the link to brandy loyalty. Journal of Market Focused Management. Vol. 4 (1999) 341-370.
No author. (2012). What is consumer buying behavior? University of Delaware. Retrieved February 16, 2012 from http://www.udel.edu/alex/chapt6.html
Spamhaus. (2012). The definition of spam. Spamhaus Project. Retrieved February 16, 2012 from http://www.spamhaus.org/definition.html
Marketing Management This report will be a thorough analysis of a chosen marketing management problems. In this report, the approach taken will include thorough analysis of a total of five recent studies. The thematic marketing management problem studied here will be the impact that the ethical standards can have on the entire marketing management structure. The studies chosen will be studies from five different perspectives i.e. The background of the studies
Here the marketer tries to project the product as an answer to these conflicts (Consumer Behavior: Chapter 3, 2010). With motivation having such a major influence on consumption patterns of the customer, there is a strong need to learn about it as part of marketing research. Qualitative methods of observation, focus groups and in-depth interview and analysis are often used to try and understand the hidden motives of a consumer.
Marketing Strategy The house brand product in question here will be Archer Farms ice cream. Archer Farms is Target's house brand used for a number of different food products. For the sake of argument, we will assume that Archer Farms ice cream is quite good and Target thinks that there might be some merit to selling it beyond their own stores. The brand does not receive its own marketing at this
The company tried breakfast food with little success, and failed at branching out into music as well. Overall, there is little evidence that Starbucks can be anything other than a coffee company. Despite the weaknesses, there are a number of great opportunities in the market. The best is the opportunity that Starbucks is already pursuing in emerging markets. There is a strong focus on Asia and the Middle East. The
Marketing SLP Target Market Brand Image Competitor Analysis Environmental Analysis Porters Five Force Model Current Rivalry Threat of New Entrants Bargaining Power of Suppliers Bargaining Power of Buyers Threat of Substitute Products Apple has had an exceptional growth streak over the last decade and represents a suitable target for a marketing analysis. Apple has seen sales and revenue peeks in the last few years which is at least due to the fact that sales in China have ballooned. China, which is
Another way to increase the market share could materialize in product developments. This would ensure that the number of customers increases as the product offering becomes more diversified and is able to suit more tastes. Sales would immediately boost up, in part due to the promotional strategies, but the growth must be sustained even after the promotions are over. The reason for this specification is that several companies registered record