Marketing Essays Customer Product Needs

mart Essays Customer reaping needCustomer Product Needs market is the accomplish of identifying node necessitate and then introducing a point of intersection according to those inevitably. Marketers introduce w argons in the market so that we stub con magnetic perfumee everyday. When we buy a mathematical product we generate for merchandising each conviction. selling acts as an definitive role in our daily lives. Marketing is staple fibre every last(predicate)y satisfying customer needs which outgrowth the quality of spirit and better(p) standard of living. at that place ar two of import parties involved in merchandise buyers and sellers. Marketing includes the activities of a society associated with buying and selling a product or service. In edict to sell the products marketers try to promote their products by different types of medium. The most illustrious type is bill boards and signs. The internet has been the most easiest and effective way of promo ting products to the customers. Magazines, T.V, radio and newspapers argon separate slipway of introducing products. Marketing is in alone about selling, delivering products to consumers, forward motion of new products to attract customers.There ar umpteen definitions of trade. One of the extensive circumspection thinkers gumshoe Drucker said something which acts as a full monitoring device of the value of swell marketThe aim of trade is to k in a flash and infer the customer so well the product or service fits him and sells itself. Peter Druckerhttp//www.powerpr.com/newsletter.htmlMarketing confabulationMarketing communication is subdivided into 4 features advert advertise is transmitting information to the customers by various kinds of media by paying sum center of property. It is introductoryally to attract the customers to buy the products.In coiffe haggling advert is a macrocosmity to influence the people to purchase the particular product. Advert ising media includes T.V, newspaper, cinema, radio, posters, billboards and internet. It promotes the products and tries to convince the consumers to buy a product by contract that it is more desirable for them than others. Advertising fag end be done by the arrangements, industries as well as by individuals. Advertising can in addition be utilize combining with other merchandising communications.The amount of advertising in UK can be recognized through posters, billboards and T.V. It has been estimated that the drinks industry spends oer 200 million on advertising and that between 1 and 2 percentage of national income is spent on advertising in linked Kingdom.http//www.answers.com/topic/advertising?cat=biz-finSales progressionSales promotions be the excellent offers to convey the customers to buy goods and services. Normally to plus in the gross gross gross r howeverue of an presidency for the short period and sometimes to s nonagenarian out the old stock. These are the tricks to trap the customer for the particular product.There are varieties of sales promotions methods to that a profession can use to make products appealing. Some of the methods are as under Discount vouchersCustomers been sent the coupons, or they themselves tear off from the magazines and newspapers which enables them to crap the particular product in low price by showing the coupon. Competitions sometimes when a customer purchase a product, resigns them to reach the draw to win a prize (for e.g. cash, cars, electronics, air tickets etc.) Free giftsSometimes when the product is bought by the customers they get another product free with it or sometimes different prizes instantly. Loyalty cardsThese are those cards which allow the customers to earn points on the cards when they buy products, later on which can be redeemed as cash or goods. (for e.g. Tesco club card, bitterweed etc.)Loyalty cards have become the most important pearlescent form of sales promotion.http//tu tor2u.net/business/gcse/merchandising_promotion_sales.htmPublic congenatorsPublic relation doesnt deal with the product and services. It brinyly deals in making good traffic between employees or customers. The primary function is to have the self-reliance of public understanding.Examples of public relations are laster preparation, sustenance of large-hearted even sots etc. In this type of marketing communication the government aimed for the increase in sales by improving the image of the company and product.http//www.learnthat.com/ localize/view.asp?id=52 fill marketingConvey of advertising content now to the consumer on individual basis through any type of medium.The main difference between top marketing and other kind of promotion is that you have close relation with the needs of the customer and succeed in delivering a meaning.http//www.investorwords.com/1447/direct_marketing.html unified Marketing CommunicationThe management of the governing is aforethought(ip) in su ch a way that all the feature of marketing communication work together sort of then allows them to work separately. As mentioned above marketing communication includes sales promotion, advertising, direct marketing and public relations. coordinated marketing communication good idea for making business more profit. every the marketing communication departments work together for the progression and profitably of an organization. They company use only one approach towards everything.Integrated Marketing Communication is more than the management of a companys outgoing message between different media and the reliability of the message passim. It is a destructive marketing plan that delights and uses a vast amount of customer information in setting and tracking marketing strategy. It can be likewise doctors as a holistic approach to promote buying and selling of digital economy.A management concept which is mainly designed to make all aspects of marketing communication such as adv ertising, sales promotion, public relations, and direct marketing work together as a combined force, rather than allowing each to work in remoteness. In practice, the goal of Integrated Marketing Communication is to create a single appearance or message in all fundamentals of a marketing campaign. A sure-fire unified marketing communication plan should be customize what is needful by the node based on time, budget and resources to reach the fundamentside or goals. Small business can start an integrated marketing communication plan on a small budget by creating a website, e stake and SEO. A large business organization can start an integrated communication plan on a larger budget than a small organization. They can use things like print, direct coif radio, TV plus many other online ad campaigns. The main aim at the end is to sell their product. TV is used in order to get the generation aware of the product where as Prints are used to educate the public and Radio is likewise used to celebrate the message delivered on the top of the judicial decision.There are 3 Ps which one has to remember in integrated marketing communication which are the first one is for product. This means that overall everything is done for the customers. What are consumer requirements and what they longing? The goods they are looking at for and what are the benefits in demands, and what are the unfulfilled demands. The secondment P is the price. One has to look at the embody which the customers are looking for. What is their perception of the damage of the goods and how much are they able to pay and unforced to spend. The third P is for the place or distribution. This means where to sell their goods, and which is the stovepipe possible place to promote you affectively.David Ogilvy thinks IMC means providing one stop obtain, setting up your agency to deliver all the functions a client might want to buy, and learning to manage them together. Maybe this is a tail.David ex cept said that IMC may be the find to getting away from the complaint of talking about creativity all the time and getting back to focus on on sales. This is at least leg.Integrated Marketing Communication can also be called as integration of all promotional tools. All of the communications tools work better if they work together in agreement rather than working separately.While different departments such as sales, direct mail and advertising can overhaul each other through Data Integration. This requires a marketing information system which collects and shares pertinent data across different departments. Marketing and communications objectives must support the higher level corporate objectives and corporate missions.http//marketing.about.com/od/marketingglossary/g/imcdef.htmMarketing communications comprises five broad categoriesPersonal selling, advertising, public relations, direct marketing and sales promotions. Each has its own set of pros and cons and can be obliging in a variety of ways. However, the key is to look at the purchasable options in a comprehensive way and to ensure consistency throughout the selected media. The pickax of communications methods is subject to a variety of factors. The factors that influence the selection and effectiveness of a promotional variety include Nature of the market (market size, geographic scope, type of customer, etc.) Nature of the product (complexity of the product, service requirements, etc.) Stage in the product life-cycle (earlier versus later stages of the life cycle) Price (high versus low unit price) bills usable for promotionThis funding point is very relevant to all companies. Budgeting is an essential function of the IMC process. The following concomitants impact the budget determinations Percentage-of-sales method (a undertake percentage of either past or forecasted sales) Fixed-sum-per-unit method (predetermined dollar amount for each unit sold or produced) Meeting competition method (matc h competitors promotional outlays) Task-objective method (amount and type of promotional disbursal needed to achieve promotional Objectives)Advantages of Integrated Marketing CommunicationThe key advantages of using integrated marketing communication or IMC is that it is indispensable and cost effective to any organization. IMC talks about the quaternion different messages that an organization has to subsist of so it can run if not manipulate. In order to effectively integrate public relations and marketing, there are sestet procedures that have to be followed to achieve an organizations objective.In order to attain the organizations goals, public relations practitioners are commonly asked to perform many other tasks side by side with advertising and marketing. It total communication program is merged with public relations, it not only save time and money but strengthen the organizations capacity to safeguard the reliability of the product or service. (Miller Rose, 1994).Publi c relations practitioners are told everyday to design programs that are compatible with marketing and advertising strategies accurately and cost effectively. Public relations can befriend to attain marketing objectives and increase awareness by playing a very tactical role (Miller Rose, 1994). Public relations are anticipated to notify as well as persuade behavior, generate an environment for customer acceptance and build trust.These activities can stovepipe be done by working with marketing and advertising functions in the organization (Miller Rose, 1994). In order for public relations, advertising and marketing to work more efficiently the three functions need to be more virtually aligned. One approach to IMC was developed by program director, Tom Duncan and his might at the University of Colorado. Duncans IMC Message Typology explains the four messages that an organization needs to be aware of so it can control, or if not control, then perhaps influence. The four types of m essages are planned, inferred, maintenance and unplanned. Although Integrated Marketing Communications requires a standoff of effort it delivers many benefits. It can create competitive advantage, boost sales and profits, while saving money, time and stress.IMC wraps communications close to customers and services them move through the various stages of the buying process. The organization simultaneously consolidates its image, develops a dialogue and nurtures its kinship with customers.This Relationship Marketing cements a bond of loyalty with customers which can defend them from the inevi send back onslaught of competition. The ability to keep a customer for life is a powerful competitive advantage.IMC also increases profits through change magnitude effectiveness. At another level, initial research suggests that images shared in advertising and direct mail boost both advertising awareness and mail shot responses. So IMC can boost sales by stretching messages across several c ommunications tools.Carefully linked messages also help buyers by giving timely reminders, updated information and special offers which, when presented in a planned sequence, help them move comfortably through the stages of their buying process and this reduces their misery of choice in a complex and busy world.IMC also makes messages more reliable and therefore more believable. This reduces risk in the mind of the buyer which, in turn, shortens the search process and helps to dictate the outcome of tick off comparisons.Un-integrated communications send disjointed messages which weaken the impact of the message. This may also confuse, frustrate and arouse anxiety in customers. On the other hand, integrated communications present a reassuring sense of order.Consistent images and relevant, useful, messages help raise long term relationships with customers. Here, customer databases can identify accurately which customers need what information when they need and throughout their whole buying life.Finally, IMC saves money as it eliminates duplication in areas such as graphics and picture taking since they can be shared and used in say, advertising, exhibitions and sales literature.Integrated Marketing CommunicationsMoriarty, Sandra E. PR and IMC The benefits of integration. Public Relations Quarterly, Fall94, Vol. 39 vent 3, p38, 7p, 1bw.Once IMC strategy has been determined, marketing managers look to control the four basic elements of the marketing mix product, price, place, and promotion, known as the four Ps of marketing. Since these four variables are controllable, the best mix of these elements is determined to reach the selected target market.Product The first element in the marketing mix is the product. Products can be either tangible or intangible. Tangible products are products that can be touched intangible products are those that cannot be touched, such as services. There are three basic levels of a product core, actual, and augment. The core product is the most basic level, what consumers really buy in terms of benefits. For example, consumers do not buy victuals processors, per se rather, they buy the benefit of creation able to process food quickly and efficiently. The next level of the product is the actual productin the case of the previous example, food processors. Products are typically sorted according to the following five characteristics quality, features, styling, brand name, and packaging. Finally, the augmented level of a product consists of all the elements that surround both the core and the actual product. The augmented level provides purchasers with additional services and benefits. For example, follow-up practiced assistance and warranties and guaranties are augmented product components. When planning new products, incorruptible managers exact a number of issues including product quality, features, options, styles, brand name, packaging, size, service, warranties, and return policies, all in an attempt to meet the needs and wants of consumers.Price Price is the cost of the product paid by consumers. This is the only element in the marketing mix that generates revenue for firms. In order to generate revenue, managers must consider factors both internal and external to the organization. Internal factors take the form of marketing objectives, the marketing-mix strategy, and production costs. External factors to consider are the target market, product demand, competition, scotch conditions, and government regulations. There are a number of price strategies available to marketing managers skimming, penetration, quantity, and psychological. With a price-skimming strategy, the price is initially set high, allowing firms to generate upper limit profits from customers willing to pay the high price. Prices are then in stages lowered until supreme profit is received from each level of consumer. brainwave pricing is used when firms set low prices in order to capture a large share of a marke t quickly. A quantity-pricing strategy provides lower prices to consumers who purchase larger quantities of a product. Psychological pricing tends to focus on consumer perceptions. For example, odd pricing is a common psychological pricing strategy. With odd pricing, the cost of the product may be a a few(prenominal) cents lower than a full-dollar value. Consumers tend to focus on the lower-value full-dollar cost even though it is really priced closer to the next higher full-dollar amount. For example, if a good is priced at $19.95, consumers will focus on $19 rather than $20. come Place refers to where and how the products will be distributed to consumers. There are two basic issues involved in getting the products to consumers channel management and logistics management. Channel management involves the process of selecting and motivating wholesalers and retailers, sometimes called middlemen, through the use of incentives. Several factors are reviewed by firm management when deter mining where to sell their products distribution channels, market-coverage strategy, geographic locations, inventory, and transportation methods. The process of moving products from a manufacturer to the final consumer is much called the channel of distribution.Promotion The last variable in the marketing mix is promotion. Various promotional tools are used to communicate messages about products, ideas, or services from firms and their customers. The promotional tools available to managers are advertising, personal selling, sales promotion, and publicity. For the promotional program to be effective, managers use a blend of the four promotional tools that best reaches potential customers. This blending of promotional tools is sometimes referred to as the promotional mix. The goal of this promotional mix is to communicate to potential customers the features and benefits of products.Get help with your essay from our expert essay writersIMC at BBC The Bombay motorbike Club is capital of the joined Kingdom 1st choice Indian cuisine restaurant. I joined the Islington weapon 10 months ago. So I selected to write about this restaurant. It is called the 1st Indian cuisine franchise in London. The first restaurant was inaugurated at Clapham 20 years back which is, still favorite for many Londoners and chefs. many braches have been opened after that, now The Bombay Bicycle Club owns around 18 braches, in different parts of London. The aim of the employers of the company is maximum satisfaction of consumers.According to Tana Ramsay (Gordon Ramsay) told to the latest issue of the London Magazine that the Bombay Bicycle Club was a local favourite.It has to be from the Battersea one though, thats the bestMarketing communication of the Bombay bicycle club is effective. They apply all the marketing features in order to get the maximum profit and consumer satisfaction. I will now analyze all the marketing communication according to The Bombay Bicycle Club.AdvertisingBombay B icycle Club invests in for advertising too. They have different ways of advertising. Since online shopping is a rage these days, they have also invested in e-retailing and the respond is overwhelming. Its been made easy for the convenience of consumers. Customers can order their food without any hassle of walking follow out or driving down and finding the parking space. They can order food right from seat by just clicking on the updated menus. The customers also get a brush aside for ordering their food online. They also provide facilities for customers to book a table or the whole place online.They also have leaflets with menus which they distribute it to shops, customers, and even as poster on bikes and other vehicles. Even billboards are used at high traffic areas to attract new customersThey have prescribed ads in the Local and other news papers in the United Kingdom. Newspapers are a good source of reaching out to a large number of people. Another way the Bombay Bicycle Clu b has implement is the use of magazine ads, as magazine ads are generally better as they are able to reached the desired demographicsSales promotion all now and then the Bombay Bicycle Club gives out vouches or coupons to customers, with these coupons customers get deductions on the food and drinks depending upon the season. For the regular customers, there is a flat discount which they get every time they visit the place.Public relations All the employees and the managers are courteous, friendly and the atmosphere of the restaurant is warm and homely. The satisfaction of the customer to the smallest detail is the main priority for Bombay Bicycle Club. It also takes part in any community services by distributing food and drinks completely free.Direct marketing The Bombay Bicycle club is mainly a direct marketing establishment as there is more of human to human contact. pot are given all the details of a food item ot any product on a individual basis determinationAfter all the re search I came to conclude that marketing plays an important role in the business. Marketing is basically satisfying customer needs which increase the quality of life and better standard of living. I came to know about the marketing communications. Advertising and sales promotion increases the sales of the organization which also increases the profitability of the company. Sales promotion and direct marketing makes the organization to keep in touch with the previous customers. It not only helps the organization to retain the valuable customers but also to attract new customers. In short if all these feature of marketing work together, they can enlarge their business, make large amount of money and retain the customers.ReferencesAccessed on April 19, 2008http//www.powerpr.com/newsletter.htmlAccessed on April 20, 2008http//www.answers.com/topic/advertising?cat=biz-finAccessed on April 22, 2008http//tutor2u.net/business/gcse/marketing_promotion_sales.htmAccessed on April 22, 2008http// www.learnthat.com/define/view.asp?id=52Accessed on April 23, 2008http//www.investorwords.com/1447/direct_marketing.htmlAccessed on April 23, 2008http//marketing.about.com/od/marketingglossary/g/imcdef.htmAccessed on April 17, 2008http//www.multimediamarketing.com/mkc/marketingcommunications/Moriarty, Sandra E. PR and IMC The benefits of integration. Public Relations Quarterly, Fall94, Vol. 39 Issue 3, p38, 7p, 1bw.Dave H, Rob J, and Carlo R, (2000) Business Studies, Italy LagoPrint