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create代写 marketing strategies

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  • Table of Contentscreate marketing strategies 
    Executive Summary. 2
    1. Introduction. 3
    1.1 Background statement identifying the main issue. 3
    1.2 Report structure. 3
    2. Reasons for particular marketing responses to consumer behavior  3
    2.1 Information availability. 4
    2.2 Mass production. 4
    2.3 Consumer diverse needs. 4
    3. Marketer response to customer behavior. 5
    3.1 Direct Marketing. 5
    3.2. 4C’s Theory. 5
    3.3 Personalized marketing. 6
    4.  Portfolio Analysis and Market product analysis. 6
    4.1 portfolio analysis. 7
    4.2 Market Product analysis. 7
    5. Recommendation. 8
    5.1 Marketing way. 8
    5.2 Reasons for choice. 8
    References. 9


    Executive Summary

    The main purpose of this report is to on how consumers try to satisfy their needs. The report consists of modern marketing environment and reasons for why marketers need to develop strategies that deal with how consumers behave , moreover, the usual strategies and suggested strategy.
    With the increasing competitive market and the diversified products, many consumers now not only focus on the quality of products, but also the packing, the delivery of products. Therefore, the companies need to change the related techniques to apply to the situation, making more profit for firms.

    1. Introduction  

    1.1 Background statement identifying the main issue

    With the improvement of people’s life standard, peoples’ needs are becoming personalized. The concept of customer value has become important for marketers and customers with the increasing competition. Thus, effective marketing must firstly recognizes customer needs, and then works backward to produce products and services to meet these needs. In this way, marketers can satisfy consumers more efficiently in the coming changes in customer needs more precisely.

    1.2 Report structure

    Firstly, this report gives the background statement and identifies the issue, and then tells the reasons for particular marketing responses to consumer behavior. The third part is to analyze marketer responses to consumer behavior. Besides, the portfolio analysis and market product analysis will be followed. Finally, this report makes a recommendation.

    2. Reasons for particular marketing responses to consumer behavior

    This section is to give reasons that why marketers should respond to customer diversified needs by citing some examples.

    2.1 Information availability

    As is revealed in Doctor Clemons’ essay, information availability has improved consumers’ informedness (Clemons, 2008). People know precisely where to buy products, at which cost. They can get detailed information about products. Hence they can make discount heavily on products when these products can be get from competitors and when products do not meet their wants, needs, packing, But they no longer make a big discount on those products which are unfamiliar.

    2.2 Mass production

    The market is filled with a large number of products. Even one category can contain different kinds of products. Take drink for example, drinks consist of carbonated drinks, tea drinks, juice drinks, and energy drinks. Because of the customer personalized needs, marketers cannot meet their all needs for their limited resource . So marketers must focus on one or two special needs. For instance, Hair Company makes a washing machine which is used to wash potatoes. This is what called customer oriented—marketing strategy.

    2.3 Consumer diverse needs

    The people’s life is growing better. Now consumers have more money and time to enjoy life. So were born the consumer needs. People are becoming more critical for what they need. Sometimes they have their own thoughts on products for its shape, color, size, etc. For instance, BMW marketer often collect customers’ requirements on products, after that, they do as they are told. Also, the Blackberry is not just for the suits means they want to meet other customers’ diverse needs (McDermott, 2013).

    3. Marketer response to customer behavior

    In order to meet customer needs, companies have implement kinds of marketing tactics. This part is to introduce some of these.

    3.1 Direct Marketing

    Direct marketing means interactive way of marketing that uses media to affect a measurable response and transaction. With the aim to enhance a customer database which can collect and store consumers’ information, direct marketing has the following forms: direct mail, telemarketing, e-mail, mobile. It can regularly check and verify accuracy of information. Dell company has been the most successful to apply the marketing way of directing marketing, which can correctly know what customer needs.

    3.2. 4C’s Theory

    Robert F. Lauterborn suggested a four Cs theory in 1993 that is a more consumer-oriented edition to better fit the customer needs (Schultz, Tannenbaum & Lauterborn, 1993). 4C means customer, cost, communication, and convenience. The company shifts the focus to satisfy the customer needs. Cost is made by customers’ understanding. Communication refers to use ways to communicated with consumer, such as advertising, public relations, personal selling. Convenience is for customer, attempting to make convenience for consumers. All of these are based on the notion: customer—orientation.

    3.3 Personalized marketing

    Personalized marketing is a new marketing strategy which is ground on customers’ special needs. Personalization attempts to make a unique product offering for each customer (Pepper, Rogers & Dorf, 1999).
    Personalized marketing had been popular in interactive media such as the internet. A web site can seek a customer's interests and make suggestions for customer. Such sites can help customers make decisions by collecting and dealing with information  based on the individual's interests.

    4.  Portfolio Analysis and Market product analysis

    This section is to give portfolio analysis based on some famous theory and product analysis.

    4.1 portfolio analysis

    According to Kotler (2006), portfolio analysis is a process which is used to evaluate the products and businesses units. Usually, there are two tools about portfolio analysis: BCG matrix and GE matrix.
    In 1970, Boston Consulting Group (BCG) established a model—‘The BCG growth-share matrix’ in order to help companies to assess the portfolio of their business and evaluate the characteristics of each SBU(Strategic Business Unit) with measuring the ‘Market growth rate’ and ‘Relative market share’. There are four following segmentations in the BCG matrix -- Stars, Cash cows, Question marks and Dogs. Besides, all the SBUs would be found in the four segmentations with big or small circles according to the industry and their market share (Hambrick, MacMillan & Day, 1982).

    4.2 Market Product analysis

    A market analysis studies the attractiveness and the dynamics of a special market within a special industry. It is a part of industry analysis and marketing environment analysis. From these analyses, we can find the opportunities, strengths, weaknesses and threats of a company. The market analysis is also called a research of a market that is used to inform a firm's planning activities, such as decisions of inventory, buying, and many other aspects of a company. Based on the customer behavior, companies should firstly make market analysis, which consists of market segmentation, target market, and positioning.

    5. Recommendation

    5.1 Marketing way

    Based on above analysis, here is the recommendation this report give: marketer should implement customization marketing which means producing goods and services to meet individual customer needs with near mass production efficiency.

    5.2 Reasons for choice

    Implementing customization marketing, marketers can sell accurately what the customer needs. Saving cost, a determined market, the improvements of customer satisfaction, the good relationship between companies and consumers is following with the implementation of customized marketing.


    Clemons, E. K. (2008), How information change customer behavior and how customer behavior determine corporate strategy, Journal of Management Information Systems / Fall 2008, Vol. 25, No. 2, pp. 13–40.
    Hambrick, D. C., & MacMillan, I. C., & Day, D. L. (1982). Strategic Attributes and Performance in the BCG Matrix--A PIMS-Based Analysis of Industrial Product Businesses. The Academy of Management Journal 25(3): 510-531
    McDermott, J. (2013), Blackberry is no longer for the suits, Advertising Age; 2/11/2013, Vol. 84 Issue 6, p20-20, 1p
    Pepper, D. & Rogers, H., & Dorf, K. (1999) "Is Your Company Ready for One-to-One Marketing [online]. Harvard Business Review, Available from:  (accessed on April 21, 2013).
    Schultz, D. E., & Tannenbaum, S.I., & Lauterborn, R. F. (1993). Integrated Marketing Communications.  New York: McGraw Hill Professional