Coca-Cola, for instance, has a powerful corporate brand that focuses on the strength of the name as much as the features of any Coca-Cola products. Advantages When done successfully, corporate branding makes advertising much easier for companies. For instance, companies that have a strong corporate brand can simply advertise their name -- at sporting events, in movies and on other sponsored products -- and that name will immediately evoke a positive reaction in the consumer, without the need for a list of product features or the latest goods the business has for sale. In the end, companies can charge higher costs simply because they are the ones making or labeling a product. Brand Methods A brand should not be confused with
Information use in a company depends on the company and its core business. Generally speaking most companies are in the business of selling either a product or service to the public. In order to be successful, businesses try to gather information about their existing and potential customer. Once the data is correctly sorted and filtered, it is used to enhance the product or service. It is also used to target the right audience.
Another key element of the function is to control and plan the operations within Motorola. Sales and Marketing One of the main roles which the sales and marketing function within Motorola is the development and implementation of a marketing strategy; these will usually include the products being made, the price, promotion and also the place. Another key role of the function is to identify any opportunities in the market place as well as finding out the customers’ needs and wants. Market research is important within the sales and marketing function and allows customer feedback for the business. Sales and marketing will be looking at the promotion of its products to both new and existing customers, giving the features and benefits of the product.
This paper will discuss the psychological and social factors, such as perception, motives, attitudes, family, personality, reference group, and social class, which influence consumer behavior in the direction of the purchase of a product or service. It is vital for marketers to develop an effective marketing message, recognize and be familiar with how to apply this knowledge of consumer thinking to create and develop an effective marketing of its products and services. In the process used by marketer’s to develop a marketing message, marketer’s must factor in their target audience and what they are trying to sell as the most important reasons that a consumer must buy their products or services. Consumer behavior involves the psychological and social practices many go through in the attainment, use and discarding of merchandises. Items which may be attained, used and discarded are items such as vehicles, services for professionally laundered items, and practices such as when to or how to receive health exams.
Brand positioning is a medium through which an organization can portray its customers what it wants to achieve for them and what it wants to mean to them. Brand positioning forms customer’s views and opinions. Brand Positioning is the key of marketing strategy. An important concept in positioning is that it expects that consumers compare and analyze products in the marketplace, whether based on features of the product itself (quality, multiple uses, etc. ), price, and/or packaging and image.
In today’s world, companies are developing their own trade practices and agreements to increase the sale and build a positive relationship with the clients and buyers (PepsiCo, 2011). This important in the company’s marketing decisions because it allows the PepsiCo to be better serve a diverse domestic and global markets. Demographics and Physical Infrastructure Demographics and
It is an integrated process through which companies build strong customer relationship and create value for their customers and for themselves (www.wikipedia.org). Further, marketing process is done under the marketing concept; the firm must find a way to discover unfulfilled customer needs and bring to market products that satisfy those needs. The process of doing so can be modeled in a sequence of steps: the situation is analyzed to identify opportunities, the strategy is formulated for a value proposition, tactical decisions are made, the plan is implemented and the results are monitored. When we consider about marketing elements which leads to successful marketing are: Needs and wants: Basically when the needs of human are fulfilled, he goes after the choices which are termed to be wants. So time to time the needs changes in accordance to that wants too changes.
Most importantly they need to understand how there market is segmented. In order to discover all of this information a business is going to need to carry out market research which is the process of gathering data in order to understand current and future customer needs and factors affecting the marketplace. This reduces the risks associated with developing a new business. This market research can either be primary or secondary. Secondary market research uses data that has been gathered previously by another organisation and is publicly available, also known as desk research.
Sales managers want to make sure the ‘right’ sales person is hired, as it is their job to boost sales where they can by promoting and selling their product. Hiring the right sales people will benefit the company in many ways. The sales person should be able to define the culture of the company, establishing detailed job descriptions, able to create an employment behavioural contract, developing screening process, developing interview process and testing and verifying the prospect’s skills sets. (Winfree 2008, 28) Having personal interviews is one of the most common selection techniques which managers use. It gives the manager an opportunity to have more background information on the desired applicant.
This is why an effective advertising specialist must have a broad understanding of the whole marketing process in order to know what type of advertising to use in a given situation (Shaffer, 2009). In this part of the report I will focus in how group involvements and memberships influence our actions as consumers (Schiffman and Lazar, 2007). Consumer behaviour can be defined as the study of the processes involved when people select, purchase, use, or dispose of products, services, ideas or experiences to satisfy needs and desires (Mooij, 2007). The consumer not only