Marketing Shapes Consumer Needs and WantsEssay Preview: Marketing Shapes Consumer Needs and WantsReport this essayMarketing Shapes Consumer Needs and WantsPaul GirouxLiberty UniversityStrategic Marketing ManagementBUSI 520-B02May 29, 2011Marketing Shapes Consumer Needs and WantsMarketing influences consumers by raising consumer awareness. For example, senior citizens receive mail catalogs full of products with descriptions written to shape their perception of what they may need or want. Demand for the offering must be developed; marketing managers work to educate the consumer thus creating demand for the particular product. Kotler and Keller (2009) stated, “Responding only to the stated need may shortchange the customer.”(p.13). A product may solve a problem they are experiencing, but of which they are not informed. People like to solve their own problems, especially in the case of senior citizens; engaging seniors as a target market allows a marketing manager the opportunity to specialize the advertising appeal. Example of this is an offering for a bathtub with a door opening for entry while standing up. It is not a necessity, but marketing develops product involvement and it sells because independent living appeals to this demographic. Marketing managers seek to address the 5 types of needs described by Kotler and Keller (2009, pp. 12-13).
Kotler and Keller describe the selling concept that consumers and businesses, if left alone, wont buy enough of the organizations products. Companies must keep the marketing machine churning, more stuff to more people thus making more money. Marketing needs to address the need of the buyer; a need it does not create but it shapes. Marketing plans need to be developed with vision for long-term and short-term. Short-term marketing example could include a special on a product that is new, overstocked, or just needs to be sold. The long-term benefit may be the resulting increase in sales, and new customers returning to purchase at regular prices.
Whole Foods Market operates a brilliant model of this planning by giving prepared samples of products to its customers. The ability to experience the product without paying for it regularly results in immediate purchase. Having the consumer experience the product in this way accomplishes much; the polite manner in which the offering is introduced has a friendly and favorable appeal. “WFM celebrates food like it is a theatrical production.”(Moore 2005) They enjoy customer loyalty even though the consumers spend more for the same items than at other stores. The product is top quality and the selling technique, accompanied by friendly faces, sharpens appeal and drives an increased demand. WFM saves money by using inventory on hand, and
The first 3 stores will sell to customers and we spend a minimum of $2,500. A limited number will then be selected to sell from. We take the money from each store. The store owner/store manager who provides the products gives their customers time to pick up one at the closest store to their homes, and the products are placed directly in the cart. Our customer who arrives a week before the initial pickup may decide to buy one. We wait the whole weekend, in the hope our customers can purchase. The next customer is never notified of the purchase. This system of distribution benefits retail organizations over other firms. However, we are working on improving the concept of customer care. For example, during a full day, the manager receives a phone-call, notifying the customer about the delivery, or has the customer return or store the items. When the customer requests the receipt for merchandise or does not receive it within 24 hours, the manager makes adjustments in order to make the package or products more appealing to the customer. Similarly, when a department has a large group of product shoppers and then finds that the department has a customer with mental and behavioral issues, the manager may create an internal team responsible for tracking the individual customers. This does affect the effectiveness of our distribution system, which affects our customer care, and our customer service team.
Practical advice in promoting sales of new and used cosmetics products and health care products:
Use quality ingredients;
Conduct research;
Consider changing the design or make and sell to the largest numbers;
Work out the design and sales structure for a given product: If I want to get a certain product, I want to know what other products are available on the market. I need to be able to buy, sell and order. And I can do whatever I want. I also have to be able to meet customer expectations, such as the time and day of use. So the best way to learn the techniques to produce a more successful sales experience is to focus on what works and what doesn’t. As a salesman, it is important to understand how best to reach the consumers. The problem is that most product and cosmetic companies don’t sell to every potential customer. Some of the products they sell don’t come with the necessary features or services to be used as a means of attracting and appealing product buyers. Many, if not most, of those products have no name. The best way I can tell if something will work and what won’t is to ask customers (i.e., at least five hundred customers) why they want the product and what that product is for. In doing so, I can then gauge the potential consumers more by their actions and their willingness. (My experience has been that my clients only visit my store a handful of times a year. My client visits my store to pay for personal expenses and to pick up my personal items as well. In order to help them know what’s on the market, I have included my sample
”(Moore 2005) Whole Foods has managed to build a brand brand that combines its innovative technology with good product knowledge. Whollicam & Co. The food service is made more pleasant at a fraction of its original cost. On food service a large part of customers appreciate that the customers are more motivated to get their hands on the product. We have developed the method of making our menu selections at Wholesale, by adding multiple items as required for a particular customer’s tastes, resulting in a consistent and reliable service. On food service we aim to provide customers a steady, reliable service while providing a high level of customer service by ensuring that it is conducted in one place (i.e., as soon as demand occurs).„‟†‡&$/ea.•‣-‣-․″‥-
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