代写MME101 Business Academic Skills Assignment 1 Research r
Marketingfocus changed from production-orientation to consumer-orientation requires marketer to satisfy consumer’s wants and needs. But values marketer provides may not be the values accepted by consumer. How to build a bridge and let seller know what product or service consumer wants is the main problem marketer need to deal with.
1.1 Report Purpose and Structure
The main purpose of this report is to show the reasons and techniques for marketer to react how consumers behave. This report will firstly describe and explain the reasons why marketer has to develop strategies to deal with the consumer behaviours. Secondly, strategies will be suggested accordingly. Thirdly, portfolio analysis and market-product analysis will be defined and it will explain how these can affect the way marketer responds to consumer behaviour. Finally, a recommendation and reason for it will be given.
2 Reasons for Particular Marketing Responses to Consumer Behaviour
Why marketer should develop techniques to deal with how consumers behave? Below are three reasons why marketer should have related strategies in order to meet and satisfy consumer’s needs and wants.
2.1 Customers discount when do not meet their wants, needs, cravings, and longings.
As Clemons (2008, p. 1) pointed out that the above situation would take place when competitors offer comparable products which meet your consumer satisfaction and when the products and services you offer fail to meet their needs and wants.
2.2 Unsuitable marketing could harm the potential consumers.
Smith (2011, p.1) argued that the values marketer provides is not always positive. Therefore, it is necessary for marketer to develop strategies to deal with consumer behaviour.
2.3 Consumer preferences for products and services are constantly changing.
If marketer does not continually develop techniques to catch with the changing needs and wants of consumer, the marketer is tend to fail in this completive world.
3 Marketer Responses to Consumer Behaviour
It is necessary for marketer to respond to consumer behaviour. But what the techniques marketer should use? Below are three techniques recommended.
3.1 Understanding purchase decision, analyzing the products or services accordingly
According to the decision process stages of Engel, Blackwell and Kollat (1978), consumer first recognizes the problem or need, then they will search and evaluate any alternatives they have. After that, they will make a purchase decision. After using and experiencing the goods or services, they will make post-purchase evaluation and decide whether to stick on the current option or seek for the comparable one. Therefore, the marketer should try to understand each step of the purchase making and try to meet the consumer’s need in every step.
3.2 ‘Showing what you can do, not just telling’ (McDermott, 2013).
Take BlackBerry for example. After BlackBerry 10 launched, the marketer spent many months to conduct face-to-face demonstrations with all potential and possible BlackBerry consumers. In this way, the consumers are able to experience the BlackBerry 10 before they brought it. As a result, within six months, in the US market, the consumer feeling with the BlackBerry 10 changed from 55% negative sentiment to more than 70% positive (McDermott,
3.3 ‘Using hyperdifferentiation and resonance marketing strategy’(clemons, 2008).
Firms should try to produce almost anything which could meet consumer’s needs and wants. A good example would be supermarket. Supermarket has almost anything and consumer just needs to go to one place and satisfy all their needs.