Marketing Influence Essay

Thesis Statement. merchandise affects ones al demeanorsyday living in the feel that it influences people termination reservation as tumesce up as their consumption preferences. This paper illustrates how trade affects ones spiritedness moreover it besides explains the fundamentals of commercialiseing which product design, packaging, trademarks, stigmatization, wrong, distribution, dialogues.Introductionmerchandising basin be viewed as the process where sham-ups collect their resources to match the ever changing needs of their consumers. Consumers be truly alpha as they deposit the mere existence, survival and growth of any cheek. trade is likewise viewed as the direction in which musical arrangements address the issues surrounding their grocerys. (Geoff L and Frank W, 12). The contract Institute of trade defines securities industrying as the management process that identifies, anticipates and supplies the customers requirements efficiently and pull ahe adably. For good selling to take egress clients or customers moldiness(prenominal) be given priority. Marketing is a vital or rather a very of the essence(predicate) aspect in ensuring the survival of any agate line. The major(ip) posts of any business argon to discipline survival, profits and growth. Marketing get under ones skins in handy to ensure that businesses attain this objectives or goals.Marketing entails various(a) activities deal accessing customer wants through intensive food commercialise look for, analyzing those needs and establishing a way forward in ensuring that those needs be satisfied. It to a fault entails the designing of products, monetary value de nameination, distribution, distribution strategies and good communication to roughly(prenominal) potential as easy as the incumbent customers. (Geoff L and Frank W, 52).Many businesses have emerged forthwith and competition is high for al most(prenominal) all businesses. There is higher cut t han demand and businesses have to undertake intensive marketing if they be to survive. Marketing involves advertisement, effective query promotional materialal sales and direct sales. The role of marketing should not be left entirely to the marketing department of an sensibleation or company if is to be successful. potent research entails the thorough memorial tablet of what the tar confiscate cosmos expects from the cheek and trying to find step to the fore if the administration is actually satisfying those needs. Here, the company identifies its stand or position in satisfying consumers needs. The distrusts that emerge include where the company is, how it got there, where it intends to reach and how it plans to get there. It is very outstanding that effective research is carried out as it provides stainless information on consumer behavior, which is very important in the decision make process. (Geoff L and Frank W, 35). Accurate information would mean that flavor decisions post be reached at and this is good for business.An separate advantage of marketing research is that through it an organic law give the sack identify possible potential markets which it gouge exploit to increase its competitiveness in the market. Through research a firm rotter access the market trends and this is very vital in ensuring that effective and timely decisions are made. Marketing research reduces the costs that an organisation could have incurred in its operations as it evict exploit the close information provided to make effective decisions.Without the research validation risk making incompetent decisions based on trial and error basis and this mess see them incur high costs of operation. Market research house be carried out through interviews either sent by unhorse or via telephone. It can in like manner be through a heart to face interviewing.Marketing must be effective in the sand that it has to produce tangible results. It must also be prof itable, integrated and strategical. The marketing management process entails the analysis of a companys current position, its objectives or goals and how it plans to achieve the objective tack together. Implementation must follow so as to attain the set objectives. (Geoff L and Frank W, 10).It is lively that market formulation is carried out as it ensures that the aspect of the future is incorporated in the marketing process. Planning works to ensure that there is effective coordination among an system of ruless departments. It is easier to control or monitor the progress as maturement of performance standards are easy to establish. Planning ensures that the unforeseen events are provided for in effect and the chances of success are higher when there is effective market planning than where it is lacking.An system of rules must also be very critical in ensuring that it responds affectively to criticisms so that it neutralizes would be negative effects of the media might have a gainst it. An effective marketing mix creates a positive impact in the market. A marketing mix foc habituates on product, set, promotion and placement of the product in the market. (Ross D, 89) Strategies adopted must always be consumer oriented and the organization must be foc utilize in ensuring that there is high accessibility in the market.Placement or location of a business affects the sales that it makes and it whence becomes very critical to ensure that effective research is taken. When determining the location important aspects like the demographics of the area are very important. A strategic position is an easily accessible one where many people can be able to reach at or where customer vulnerability is maximized.Product designProduct design identifies the perfect or exemplar shape that a customer would prefer the products appear like. Products or go produced must be customer oriented. Organizations must produce those products that are of very much value to their ge t buyers. They must also exploit their competitors weaknesses or shortcomings by producing products with what they simply do not offer. Customer needs are alter by the various factors like kitchen-gardening and effective or intensive market works to establish this.CommunicationsCommunication is a very vital aspect in the marketing process of any business or organization. It involves the dissemination of information about products or go that an organization produces. Vertical communication which means up and down the hierarchical course in an organization must be enhanced so that important decision making is not tampered with. effective similarityships or cooperation with the other departments is critical. The serviceman resources for instance affect the efficiency in marketing.This is because it is responsible for the provide of strength that will be required to work in the organization. If it provides experienced and subject staff the chances of the marketing process yie lding positive effects are high. The finance department is important in allocating the finances needed to make marketing a success. The production is also critical in the sense that it has to ensure that there is no deficit amid the demand created and supply. It is its certificate of indebtedness to make sure that successful marketing is not challenged by substandard supply in the market.On establishing the existing potential customers an organization has to go the extra mile of identifying their current and future needs before selecting or establishing the most appropriate means of satisfying those needs. After this they bring to the customers on the strategies that they have established. (Geoff L and Frank W, 78).In her interview, Ciscos Luanne Tierney argues that communication must be effective if marketing is to be a success. Good communication must be in existence inwardly an organization both internally as well as externally. (Roy Young). On conducting the market research effective communication must be ensured between the market researchers and organizations decision makers. Good communication must also exist between organizations their customers. The establishment of an IT department can help improve an organization outward-bound or external communication. By exploiting the Internet, an organization can establish a website where all information on their products or work is easily accessible.E- Marketing can be very effective in increasing the organizations sales. It can also ensure that there is quick rejoinder to customers queries and this has a positive effect in the marketing process. Online shopping has gained popularity and most organizations can use it to increase their sales. It has the economical advantage over other forms of marketing. Where an organization offers wide and exhaustive information on the products that it produces more customers are likely to be more attracted and this works to increase the sales. Establishing individuali sedized operate is also an important way of ensuring that an organization registers increase sales.Communication refers to the manner by which meaningful information is exchanged. Effective communication ensures that there is a two way flow of information to ensure that there is a quick response or feedback. Noise or distractions must be evaded as much as possible as they hinder effective transmission of important information. To reduce the disruptions marketers can hold meetings in host facilities. They can also be keen when advertising so that they do not place their adverts next to their competitors as this can confuse their target population. Giving allowance for feedback is important in establishing how the earreach decoded the information conveyed. This provision can be through the use of phone calls, e mails and meshing chats all of which offers swift responses.Branding, Product branding is also very important in the marketing process. It is appropriate for marketers to be very creative when branding their products. Before making the final decision regarding the brand that is to be used it is appropriate to carry out effective research so as to fulfill the customers needs. (Geoff L and Frank W, 100). Research can help an organization decide if it would be appropriate to invent new brands and it also helps in deciding the factors that ought to be addressed, enhanced or changed. Research can also establish if it would be economically viable to introduce two or more line of products or one would be enough. (Anholt S, 56).PricingThe footing attached to any good or service reflects its value in the market. Pricing affects the product position in the market and is a critical issue due to the direct it has on demand. It also affects the other marketing mix for instance the product features, distribution channels as well as promotion.When determining the price of a new product it is important that an organization carries out an effective market analysis, segmentation and targeting. Costs incurred both variable and fixed also ought to be incorporated when determining the price. It is also appropriate to estimate a demand curve and try establishing where the residual price would be. Prices cited by their competitors must also be considered so at not to negatively affect the sales.Price determination depends on the dodge that an organization opts to use or apply. An organization may decide to use premium determine where by its prices are relatively higher compared to their competitors but their products must be of a better step. For this strategy to succeed, effective research must have established that the target population needs whole step products so badly that it would not shy away from purchasing quality goods at a higher price. (Geoff L and Frank W, 87).Penetration determine can also be utilise as a pricing strategy. Here, an organization lowers the prices of its new products or services on entry to the market but with an i ntention of increasing it overtime. The logic behind this turn up is to world-class attract as many people as possible and afterward earning their verity it deems ticklish for them to stop consuming this products. Good quality products are not likely to register reduced sales even if the sign prices were to be increased overtime.Some organizations can be compelled by the reputation of the products they are dealing with to use the economy approach method of pricing. This approach ensures that the prices offered at the market are relatively low. The use of price sliver could also be applied where prices are high at the archetypal entry into the markets but gradually these prices are reduced. This approach can surpass suffice among those goods that are affected by fashion or fads. Customers are willing to pay much money for them immediately they hit the market but as time goes on the willingness to pay declines.Psychological pricing can also be applied with the aim of capturi ng customers who are antiphonary to emotions and not rationality. Price variations can also be applied as a price determination strategy. Prices offered can vary depending on the time of the day where for instance the prices in the morning or weekends can be lower than in the evening and during the weekdays. Offering discounts can be through with(p) selectively depending on time. (Geoff L and Frank W, 88).Captive product pricing can also be applied especially where an organization in question deals with attendantary goods. As the price of one product rises its complement price can be lowered to appear attractive. The reduced price will increase the demand for the product but consumers will be compelled to buy the other product regardless its price as they are used together.Geographical pricing can also be applied where proximity of distance influences or affects the price of goods and services. Transportation costs incurred can see to it that the prices of same products vary from one region to the other. Pricing can also be in response to the prevailing economic perspective or market trends. Good pricing is also important in maintaining sustained growth as it makes customers come back.Promotion, Promotion entails the use of various methods by an organization or firm to reach at its targeted audience providing it with the appropriate information geared at achieving its set objectives. The main aim or promotion is to educate or inform the target population of the products that it offers. Marketing promotions activities aim at enhancing an organizations position in the market in terms of the sales made.Organizations are also keen to promote loyalty to ensure sustained or long term positive relation ships with their customers. The making of promotional decision depends largely on the audience that an organization is targeting. The population could be specific or it could be mass oriented. Methods of promotion include advertising, sales promotion, public relati ons and personal selling.Even the firms that are well known for a history of producing quality products, marketing is inactive an important aspect. Promotion acts as a pillar to the success of some high profile companies. ( claim Coffee). Companies like McDonald despite attracting many customers for their good quality products and its strategic position still finds it important to conduct promotions. It uses a spokesman, Robert, the cartoon like character who brings laughter to children who are the organizations target market. The use of joint marketing where organizations merge in their efforts to advertise their products can also place an organization at a strategic position in the market. (Need Coffee). publicize, Advertising entails the use of mass media to convey important information regarding the products or services that an organization offers. Effective advertising offers two way communications where an organization is keen to respond and monitor the needs of their custo mers. Advertising can be through the use of t shirts, caps which act as walking touchstone boards this is mostly appropriate to the small businesses. The use of trade shows and trade fairs is appropriate as they ensure the accessibility of many customers or new contacts at bottom a short period of time something that could not have been difficult to attain without them.When advertising the marketers must be very keen to ensure that there is effective communication. Understanding the target populations culture would be critical because culture affects the way people interpret symbols, haggle and sounds. It is also the role of marketers to identify their target population before they can decide the means of advertisement to use. Advertising can be carried out through the radio or television. Using celebrities in advertisement has a positive effect in as far as increased sales are concerned.Sales, Sales promotion involves the application of short term techniques as incentive for peo ple to consume the products or services that an organization offers. This way the organization aims at increasing its sales and consequently its profit levels. Sales promotion could be the use of retail coupons that are valid for a specified period of time and customers must use them within the stipulated time span.Marketing public relationsPublic relations also known as publicity is a form of promotion that uses a third party to convey desired information regarding the products or services that an organization produces. Through the public relations an organization is able to communicate its positive features to the public. Personal selling is another form of promotion where personal contacts are made to in promoting the sales of an organization products and services.Packaging agree to Giles in Whats packaging design? the major reasons for packaging in marketing is to enhance appearance, protect product and facilitate distribution. (Calver G, 43). Packaging is also a vital aspect in ensuring the successful marketing of a product. Products that are packaged in attractive packaging will for the most part register increased sales. In determining the packaging to apply firms or organizations ought to ensure that the packaging protects the product in question. It ought to meet the environment standards set so that the organization or firm does not face conflicts with the authorities. once again it should be safe enough not to harm the customers. The cost aspects must be incorporated so that the organization does not incur losses. A good packaging must be convenient when distribution is universe carried out. It should not be too bulky.Marketing affects ones everyday life as it is very influential in determining a consumers decision making. On a daily basis one encounters or has to come across advertisements on the bill boards, televisions and the radio. The initial encounter precipitates the interest to pick out more information on the products or services in question and this leads to the search for more information on them which can be through the Internet. Attractive prices encourage impulse buying which is to the advantage of the businesses or firms. Effective marketing ensures that instant decisions are made that enhance the sales a firm makes.Works CitedDavid Frederick Ross. Distribution Planning and Control Managing in the geological era of Supply Chain. 2004. Springer Publishers. P 89Geoff L and Frank W. The formal CIM course book Marketing Environment, Marketing In Practice and Marketing Fundamentals. 2007. p 10-200Giles Calver. What is Packaging Design? Essential design handbooks. Rotovision Publishers. 2003. p 43Simon Anholt. Brand New Justice How Branding Places and Products.Butterworth-Heinemann Publishers. 2005. P 56Need Coffee. 2007. McDonalds Strategic Marketing Mix. Retrieved on twentieth June 2008 from http//www.associatedcontent.com/article/263943/mcdonalds_strategic_marketing_mix.html? scallywag=3Roy Young. 2008. M arketing Champions Interview With Ciscos Luanne Tierney. Retrieved on 20th June 2008 fromhttp//www.marketingprofs.com/8/marketing-champion-luanne-tierney-cisco-interview-young.asp