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Modern代写 Marketing Techniques Strategies

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    Modern Marketing Techniques or Strategies
    Are Responses to
    How Consumers Try to Satisfy Their Needs and Wants
     
     

     
    Content
    Executive Summary. 2
    1.0       Introduction. 2
    2.0       Reasons for particular marketing responses to consumer behaviour. 3
    3.0       Marketer responses to consumer behaviour. 3
    4.0       Portfolio Analysis and Market-product Analysis. 4
    5.0       Recommendation. 5
    References. 5
     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    Executive Summary

    The report aims to give an initial idea of the modern marketing techniques that companies are using as a response to satisfy consumer’s needs and wants.
    The report also tries to demonstrate how the modern marketing strategies cater to the continual changes from the reason behind to what strategies will be available, such as the buckle of information available to consumers. Profile analysis and market-product analysis always demonstrates how this could apply to the changing settings, such as what cost should be involved.
    A final recommendation is given based on the case of Blackberry that we need to go beyond the needs and wants of consumers.
     

    1.0  Introduction

    With the increasing complexity of the marketing world, the report aims to understand what the modern marketing techniques that companies are using as a response to satisfy consumer’s needs and wants, as consumers’ need and want are on a rapid change. The report will first present the reasons for particular markting response to consumer behaviour and then show how they respond to these. Afterwards, the report highlights the profile analysis and market-product analysis and examines how it relates to our analysis. The report concludes with the recommendation of how marketers should respond to consumer changes based on the analysis.
     
     

    2.0  Reasons for particular marketing responses to consumer behaviour

    The session will present three reasons from the materials on the course to illustrate the rationales behind marketing response to consumer behaviour.
    2.1 There are increasing amount of information that are available to consumers. Therefore, they could have a precise idea of what is actually available in the market place, such as what the attributes are and what the price available (Clemons, 2008). Therefore, the unforcedness has changed the consumer’s wants and needs.
     
    2.2 There is increasing competition between different companies and different companies are trying to enlarge their good side and minis the bad side of their products. Therefore, consumer are now increasing cautious when choosing a product that are not familiar with them and they are looking for the assurance of government and friends so that they would make up their decisions to consume the products. Therefore, a special marketing strategy is needed to ease their concerns on this.
     
    2.3 The social trend also change consumer’s needs and wants. Now more and more consumers are concerned about environment and their own healthy. Therefore, particular marketing strategy has to satisfy this particular set of needs, as this is what consumers are looking for when they select their products. Thus, marketer needs to craft their strategies catering to these increasing needs, such as the ones of environment and health.
     

    3.0  Marketer responses to consumer behaviour

    3.1Because of the amount of information available to consumers, as a consequence, the market need to come up with some innovative products that make sure their information of the products is delivered at the right time and the right place so that consumers will have a better idea of the products. Also marketers need to understand what the information is available in the market so that they could understand what information is about specific products. Therefore, a tailed made strategy could be made to consumers(Clemons, 2008).
     
    3.2 Due to the fact of increasing competition, marketer has to stress out what the products are offering to their consumers. In the case of Blackberry, it found out that many consumers would like to have a physical keyboard on their smartpones and also they prefer to have application for their business in the phone. In addition, there is a question of “there's a segment of your target market that's willing to trade that inch of screen for a physical keyboard?” Because of this, Blackberry has try the best possible of both( McDermott, 2013).
     
    3.3. The fact that consumers are concerned with other factors beyond the simple form of the product quality and price. As a consequence, companies are trying to have assurance of their parties that could help to enlarge their good image, such as the assurance of the food department of the government concerning the food production process.
     

    4.0  Portfolio Analysis and Market-product Analysis

    Market product analysis refer to the study of the attractiveness and the dynamics of a special market on their needs and wants regarding special products (Kolter, & Armstrong,2008). This analysis is to help inform a firm's planning activities regarding the specific products.
    In the marketing, profile analysis refers to the concept that it is an analysis of a particular company’s product mix in order to determine the optimum allocation of its resources.
    4.1 Portfolio analysis will give an idea of market growth rate and relative market share of certain products. This could help the market form a picture of what they need to achieve their targets, such as how much they spend in their marketing and what areas need the most marketing efforts.
    4.2. Market product analysis could give market a general idea of what their product is position in the marketing, and how it is differentiated from other similar products. Thus, this could give market to come up with a positioning strategies to their future market implementations.


    5.0  Recommendation

     
    It is obvious to understand that consumers are on a continual changing basis and as a consequence, their need and wants are also changing. One recommendation drawn from this analysis is try to fill and go beyong the needs that a segment demands. For example, because of the needs of big screen for blackberry, there will be a balance between big screen and function. Thus, the marketer needs to understand what features this segment values more and what will be possible to have both available for consumers. By assessing this, this could help go beyond consumers’ need and wants to reach consumer’s satisfaction.
     

    References

    Clemons, EK 2008, ‘How information changes consumer behaviour and how consumer behaviour determines corporate strategy’, Journal of management information systems, Fall, vol. 25, no. 2, pp. 13 -40. Academic Search Complete (AN 34879420).
    Hollensen, S. (2010). Marketing management: A relationship approach. Pearson Education.
    Kolter, P., & Armstrong, G. 2008. principle of marketing, Englewood Cliff.
    McDermott, J 2013, ‘Blackberry is no longer just for the suits’, Advertising Age, Feb. 11, vol. 84, no. 6, p. 20. Academic Search Complete (AN 34879420).
     
     
     
     
     

     
     
    Learning Objective
    Student Performance
    Level 1
     
    Not acceptable
    Level 2
     
    Needs improvement
    Level 3
     
    Satisfactory
    Level 4
     
     Good
    Level 5
     
    Outstanding
     
    Use quality sources appropriate to the task
     
    (max. 2 marks)
    ·       No articles are selected or the information sources selected are of poor quality/relevance.
    ·       Information sources are irrelevant to the task.
     
    (0 marks)
    ·       An inadequate range of information sources is selected and is of low quality/relevance.
    ·       Some information sources are irrelevant to the task.
     
    (0.5 marks)
    ·        A reasonable range of information sources is selected.
    ·        Information sources are relevant to the task.
     
     
    (1 mark)
    ·       A good range of quality/relevant information sources is selected.
    ·       Information sources are relevant to the task.
     
     
    (1.5 marks)
    ·       A good range of high quality /relevant information sources is selected.
    ·       Information sources are relevant to the task.
     
    (2 marks)
     
    Analyse and synthesise information
     
    (max. 3 marks)
    ·       Information provided does not relate to the task.
    ·       Three major sections are not presented.
    ·       The analysis is mostly descriptive.
     
     
     
     
    (0 marks)
    ·       Some information provided relates to the task, but is incomplete.
    ·       Major report sections are covered in a cursory manner.
    ·       Some attempt to provide a balanced analysis has been provided.
     
    (0.75 marks)
    ·       Information provided relates to the task but is cursory.
    ·       Major report sections address the requirements satisfactorily.
    ·       A balanced analysis has been provided but is cursory.
     
    (1.5 marks)
    ·        Information covers the breadth of the task, and shows some depth.
    ·        Major report sections are addressed with a good understanding.
    ·        A balanced analysis is present but lacks depth.
     
     
    (2.25 marks)
    ·       Information clearly covers the breadth and depth of the task.
    ·       Major report sections are addressed with an insightful understanding.
    ·       A balanced analysis has been provided and shows depth of knowledge and insight.
    (3 marks)
     
    Use in-text citations where necessary with corresponding reference list entries  presented according to the prescribed author-date (Harvard) system
     
    (max. 2 marks)
    ·       References do not use the Harvard method correctly.
    ·       In-text citations are not utilised or inaccurate.
     
     
    (0 marks)
     
    ·       An attempt to use the Harvard method has been made, but is not entirely correct.
    ·       In-text citations are mostly inaccurate.
    (0.5 marks)
    ·       References provided under the Harvard method are accurate in most cases.
    ·       In-text citations are accurate in most cases.
     
    (1 mark)
    ·        References provided under the Harvard method are accurate (perhaps some minor errors).
    ·        In-text citations are accurate.
     
     
    (1.5 marks)
    ·       References provided under the Harvard method are accurate.
    ·       In-text citations are accurate.
     
    (2 marks)
     
    Write logically and coherently
     
    (max. 3 marks)
     
    ·       Executive Summary has not been provided.
    ·       Introduction is inappropriate.
    ·       Headings are not provided and/or are inappropriate.
    ·       Recommendation is inappropriate.
    ·       Paraphrasing closely resembles quotes.
    ·       Too much quoted material is provided and presented incorrectly.
     
     
     
    (0 marks)
     
    ·       Executive Summary has been provided, but is not a summary of the entire report.
    ·       Introduction is cursory.
    ·       Some headings are not provided and/or are inappropriate.
    ·       Recommendation is cursory.
    ·       Paraphrasing uses too much of the authors’ own words.
    ·       Too much quoted material is provided, and some is presented incorrectly.
    (0.75 marks)
    ·        Executive Summary has been provided and mostly covers the report key points.
    ·        Introduction is clear and acceptable.
    ·        Heading and sub-headings are appropriate.
    ·        Recommendation provides a minimal justified choice.
    ·         Paraphrasing correctly portrays others’ ideas in student’s own words.
    ·         Too much quoted material is used, but is presented correctly.
    (1.5 marks)
    ·       A good Executive Summary covers the report key points.
    ·       Introduction is clear and relevant.
    ·       Headings and sub-headings are instructive.
    ·       Recommendation provides a satisfactory choice.
    ·        Paraphrasing correctly portrays others’ ideas in student’s own words.
    ·        Fewer quotations could be used, but are presented correctly.
     
     
    (2.25 marks)
    ·       Excellent Executive Summary is presented.
    ·       Introduction is clear and comprehensive.
    ·       Heading and sub-headings are instructive.
    ·       Recommendation provides a justifiable choice.
    ·       Paraphrasing correctly portrays others’ ideas in student’s own words.
    ·       Quotations are used sparingly and presented correctly.*
     
     
    (3 marks)
    TOTAL MARKS
    (deduct 1 mark for extensive spelling and/or grammatical errors)
     
     
    / 10
          *NB: Quotations have not been taught prior to A1, so are not required in A1.
    ADDITIONAL LECTURER FEEDBACK (if relevant):
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