Creating Value For Customers Marketing Essay

Creating Value For Customers Marketing Essay Marketing has often been defined in terms of satisfying customers needs and wants. Critics however maintain that marketing goes beyond that and creates needs and wants that did not exist before, According to these critics, marketers encourage consumers to spend more money than they should on goods and services they really do not need. Marketing process can be explained as creating value for customers and building customer relationship by doing this the organisation makes profit The various elements of marketing process can be classified as follow Understanding the market place and customers needs and wants. Design a customer driven marketing strategy Construct marketing program that delivers superior value Build profitable relationships and create customer delight Capture value to create profits and customer equity Fig 1 Understanding the market place and customers needs and wants is achieved through in-depth market research and thereby identifying a product gap or needs gap. This will involve trends , how to make things easier , comfortable, better and user friendly. In the early 80s there were few or no mobile phones. A thorough market research has created the need for mobile phones, then came the massive first generation mobile phones. This were later followed by smaller ones and this days we can see the smart phones with in built cameras, time online movies and news ability to actual work from your mobile Samsung note to the new tablets. Every day specialist market research companies, innovators, technicians and scientist all work hand on hand to create a new niche market or brand that makes our lives much more comfortable. Even the pay as you go concept became apparent as people could not continue to pay the incredible high cost then been charged by manufacturers who were looking at ways to cove r the cost of their research and development. So the critics may not be far from the truth but the ideal is marketers coming with ways and products that makes our lives easy. Design a customer driven marketing strategy. Marketing strategy is a long term means of achieving a corporate objective. If we take the example of the mobile phone industry where the likes of Samsung, IPhone, Nokia are in serious competition each as to design a marketing strategy to capture a share of the market. Like a military personnel will define the art of going to warfare. Subhash C. Jain in his book marketing , planning and strategy said within a given environment, marketing strategy deals essential with the interplay of three forces known as the strategic three Cs: the customer, the competition and the corporation. He says marketing strategies focus on ways in which the corporations can differentiate itself from its competitors, capitalizing on its distinctive strengths to deliver better value to its customers. He further concluded that a good marketing strategy should be characterized by (a) clear market definition; a good match between corporate strengths and the needs of the market and (c) superior performance , relative to the competition, in the key success factors of the business.  [1]   Construct marketing program that delivers superior value : This refers to the marketing mix that is the 4ps the Usually referring to E. Jerome McCarthys  [2]  Ã‚  4 P classifications for developing an effective marketing strategy, which encompasses: product, price, placement (distribution) and promotion? When its a consumer-centric marketing mix, it  has been extended to include  three more Ps: people, process and physical evidence, and  three Cs: cost, consumer and competitor. Depending on the industry and the target of the marketing plan, marketing managers will take various approaches to each of the four Ps. The benefits and cost of marketing orientation Market orientation is the understanding of customers requirement and creation of marketing mix which will meet these needs. Market driven means the firms capability to understand, attract and keep valuable customers G. Armstrong and P. Kotler define marketing as social and managing process by which the individuals and groups procure what they need by creating and exchanging values with others.  [3]   A market-oriented company is in a position to achieve competitive advantage thanks to its unique innovative approach to customers. In addition to this, according to the opinion of P. R. Dickson, a competitive advantage should be understood in the sense of dynamics of competition. He expresses disagreement with the standpoint of neoclassic theory of market equilibrium and claims that the main characteristic of the market is its disequilibrium. He sees marketing as a science and skill of creating changes (disequilibrium) in the market in the manner that would provide for the changes that are beneficial for the company. Various responses of salespersons and customers to changes in supply and demand, thinks Dickson, create possibilities that could be used by the company that understands market. He underlines the importance of adjusting company to the market occurrences.  [4]   Benefits and cost of market orientation Figure 2: Customer relationship groups Source: G. Armstrong, P. Kotler, Marketing: An Introduction, 7. ed., Pearson/Prentice-Hall, Upper Saddle River, NJ, 2005, p. 25. The above summaries the benefits and cost of market Orientation other advantages are advantages Responding to Demand Building Customer Value Disadvantages Extensive and Expensive Research and Increasing Value Increases Cost Micro and Macro environmental factors that affect marketing Decision The micro environmental factors are factors that can be controlled by the organisation and relates directly with the business these are considered using the factors in fig 3 Micro Environmental factors Fig 3 Fig 4 shows how different public affects organisation. The public that affect the marketing decision of the yet they can be controlled and are regarded as micro are the relation with the following members of this public eg Financial public this is based on say for example the organisations annual returns. Fig 4 Macro Environmental Factors The Target market for mobile phones companies and IT companies are more likely to be the high income earning spectrum of the society or the new graduates and the city bankers and young people in the top echelon of society who will be able to afford the integrated packages that are about to be launched into the market very soon The package will include home entertainment, office package, security package, phone and video calls and financial/banking package all launched as one integrated hand held device. Market segmentation, and Target is followed by positioning, this should be developed and implemented by creating an image for the product, profiling the target market, High Tech gadgets like this integrated hand held device will be bought based on the technical specification what comfort or ease of doing a task it provide. Buying Behavior is the way and act of people involved in buying and using products. To understand we need to consider why a buyer will make a purchase. what factors influence will influence a buyer to buy a certain product. Buying Behavior refers to how people will behave when buying a certain product. A firm needs to consider and study buying behaviour and peoples reactions to the organisation marketing strategy has this will have great impact on the firms success. The marketing concept show how a marketing mix (MM) that satisfies (gives utility to) customers, hence it important to understand the what, where, when and how consumers buy. Stages of the Consumer Buying Process There are Six Stages to the Consumer Buying Decision Process (For complex decisions). Problem Recognition Information search The evoked set. Evaluation of Alternatives Purchase decision- Post Purchase decision Buying behaviour is often determined by the level of consumer involvement in the purchase decisions, the importance and level of interest the consumer decisions is determined by the motivation to seek information about the product or service. High involvement purchase such as buy a luxury car or other expensive items. Also the element of risk involved in the use of the product that is the social risk and the economic risk. The four type of consumer buying behavior are Routine Response/Programmed Behaviour Limited Decision Making Extensive Decision Making/Complex Impulse buying Routine Response/Programmed Behavior this are low involvement very little or no decision effort is required E.g. A can drink Limited Decision Making This are product bought occasionally example are like clothing but not brands Extensive Decision Making/Complex: This involves unfamiliar, expensive and infrequently bought goods. It involves a high degree of economic performance, and psychological risk. e.g. cars, homes, computers, it also involves a lot of time seeking information and deciding. and consumers will go through all six stages of the buying process. Impulse buying, this are purchase which are unplanned it like buying chewing gum in the conner shop without actually thinking about it. Also prices at time lead to impulse buying. They are usually low valued items. Ethan Lyon,(http://sparxoo.com/2009/06/18/how-to-define-your-market-position/) said The goal of market positioning is to find the ideal opportunity in the market based on customer needs, market forces and financial and strategic considerations. Once the market opportunity is identified then the organisation can further develop its product and elevate its brand to deliver outstanding value. To clarify the market position, the firm will need to find an overarching theme, then define the details. Brand Idea-The idea is an aspirational concept it defines the idea of what the company.For eample the Samsung note goes with the concept of designed for human Value Proposition- A customer or a consumer buyers the Samsung note they see high value and high quality Differentiating Attributes-Samsung has distinguished itself from Apple by targeting the main stream yet providing quality and comparable or better phones than those provided by Apple

Fast food †Hamburger Essay

The living standard of people in the modern time is improving. They are altering their life styles. With the pace speeding up, people demand more and more in efficiency. Foreign fast food has entered Chinese life since 1980s, particularly in McDonald’s and KFC, they made a big success in Chinese market. They are affecting our living habits, converting our understanding of traditional beliefs on diet. To a great extent, it has become a powerful rival to Chinese traditional food culture. At the same time, foreign fast food has endangered people’ health but it has made great contributions to Chinese marketing strategies. There are three consequences that the fast food impact Chinese food culture. Firstly, the decline of Chinese local foods industry, however, that relates to an aspect of globalization that also is the cause of many negative effects on a society. This is the growth of the western fast-food economy, especially in China. The spread of these fast-food chains is having an adverse impact on the Chinese economy and the health of the Chinese population. The number and diversity of fast-food restaurants across China has expanded at an increasingly fast rate, and if it continues then the negative trends we are seeing now will only get worse. (Pillai, 2010) Secondly, Chinese people get used to eat fast food and even somebody adores them. KFC, McDonalds, and Burger King have become well-known brands and fashionable things that Chinese people think they should follow. Carrying a big package of KFC food as a gift to visit other people in China is extremely liked. Talking with classmates of having tried the Western fast food may invite envy sometimes. Therefore, although they do realize that Western fast food is pricier compared with local Chinese food, and that it is less healthy than other Chinese food, they still prefer to pay. (Vicky D. Liu, 2010) McDonald’s and KFC have launched many local products. They aim at cultural diversity then change their monotonous diet. For instance, KFC has launched a series of soup, porridge and rice. KFC have differentiated their products from other competitors by having their own brand images, paying attention to the quality control and promotion strategies, providing high quality products and services to the customers, etc. Foods and beverage that suit the tastes of the customers are particularly designed in the China market. Although KFC uses an international standardized marketing strategic system, when facing such a huge market in China, adaptation is important to its success. That is why the fast food is so popular in China. Third, Fast food has broken the Chinese traditional healthy eating habit. The escalating western fast-food industry in China is linked to changing aspects of the Chinese society, including shifting eating habits, large impacts on the Chinese economy, as well as how Chinese engage with the globalization of the western fast-food industry shaping China into a more modernized country. Chinese people are already eating less vegetables and more meat in their diet. The China National Nutrition and Health Survey compared data between 1982 and 2002 to show that the intake of fruits and vegetables in China has decreased drastically from 276. 2g to 45g. In that same time frame, the intake of meat and dairy has more than doubled. (China National Nutrition and Health Survey, n. d). In conclusion, foreign fast food has impacted Chinese traditional food culture, whereas it is also the inevitability of globalization. With the development of times and diversification of diet, Chinese food is not the only choice for Chinese people, but we can’t abandon and ignore the thousands of years of traditional culture. That is to say, we should absorb the good methods of foreigner fast food market and get rid of the bad ones, in order to enrich our traditional food and let the culture go abroad, go to the world.

The cons of technology in education - Free Essay Example

Sample details Pages: 3 Words: 894 Downloads: 7 Date added: 2018/12/17 Category Education Essay Type Argumentative essay Level High school Tags: Learning Essay Did you like this example? The onset of the twenty first century was marked with great strides in the field of technology. Most of the fields in the modern society have been digitalized starting from our finances, education to the daily tasks we perform where one can do his or her job despite being away from the office (Harding, p 290). Individuals are able to be updated on daily developments no matter the location you are. Don’t waste time! Our writers will create an original "The cons of technology in education" essay for you Create order Despite technology playing a big role in the widespread of information and improvement of literacy levels it also contains some negative impacts on the field of education. The internet has greatly entrenched the lives of most students where there is a limited face to face interaction with their teachers. Most of the students both at high school and college level whenever they want to consult their teachers they email their teachers. On the other hand the teacher submits most of the classroom assignment through an online platform and submits in the same manner after marking and highlighting the areas to be corrected. This greatly reduces the time that the students spend with their teachers thus a con of technology on education. The classroom experience of learning fades away. Technology may also act as a communication barrier in the education process. In some instances in areas where the students isnt adverse with the student might greatly prefer looking online for the solution of the problem other than asking the teacher thus limiting the teacher student interactions. One of the greatest contributor of the classroom learning is the face to face conversation which is an essential aspect in learning that isnt provided by technology thus building a barrier in education. In the classroom experience teachers are able to learn more about their student unlike in the online platform where most of the interaction is based on academics. The attendance of classes boosts interactions with fellow student unlike the eLearning scope where most of the interactions are based on teacher student. Most of the gadgets ranging from laptops, desktops and tablets that are used for the online classes are costly. The initial purchase cost of the equipment is expensive thus in some of the schools they arent present. The maintenance of the gadgets is also expensive ranging from the network services and the conducting of regular updates on the devices. For schools that oblige stud ents to bring their own devices transfer the cost of these devices to their parents or guardians who may not be able to afford the cost of the devices. Technology has greatly attributed to the disrespect of teachers by students. Students have a great amount of time in perusing through modern developments in certain topics of studies over the internet and in some instances the student might cover other topics that the teacher hasnt covered in class. The teacher spends most of their time at work thus they arent able to keep tabs with the modern developments. These results to a situation where the students have great new information on certain topics that the teacher isnt adverse with thus when the teacher is inaccurate these result to inconsistencies of information. This results to reduction in authority of teachers over the students based on the mistake made by the teacher since most of students do not realize the value of systematic knowledge and not a single fact pointed out by the internet. The movement from class to class is a manner of physical activity. In the eLearning scope there is less physical activity associated with it thus a student might be at risk of being obese since it involves your brain and typing since you can access an online library for books and journals on the topic of study. While the school experience involves visiting the school library and searching through the catalogues of books for the required one thus a form of physical activity. In conducting of research using the online platform where you can post the question under research to the population under research thus a non-physical activity while without the provision of internet one is mandated to book appointment with the population under research and travel to areas under research thus a form of physical activity. Technology is also a great distractor in the education process. Cell phones are a great distractor within the classroom and they arent easily regulated. The em inence of cell phones in the classroom creates great havocs that forces the teacher to cross boundaries from being a teacher into an enforcer. Teachers also spend most of their teaching time in classrooms trying to spot students that are using their phones rather than explaining the topic under discussion. The devices are also a distractor where the student might shift from doing their assignment and might be engaged in playing video games, listening to music or any activity not related to education. From the discussion it can be clearly seen that technology has a negative impact on education not only on the students perspective but also on the teachers perspective. Despite its great contribution in the academic field and improvement of literacy level it also has some limitations. Despite the embracement of change in the various academic fields brought about by technology, consideration of old methods of learning is an essential aspect. Work Cited Harding, Jane. Information literacy and the public library.? Australasian Public Libraries and Information Services? 21.4 (2008): 289-298.

Dante’s Vita Nuova Who is the Teacher and who is the Student - Free Essay Example

Sample details Pages: 2 Words: 687 Downloads: 6 Date added: 2019/10/10 Did you like this example? Dante’s Vita Nuova represents what could be termed as a text of High Middle Ages. The poem explores literary construction the myth of the contemporary love in the European world. In a late eleventh century, approximately two hundred before Vita Nuova was written, European culture began to experience some re-evaluation of the representation of woman and the experience of erotic longing. This essay attempt to unravel between Dante and Beatrice who is the teacher and who is the student from Vita Nuova’ account? Dante’s poet played a pivotal role in cultural movement particularly on love and the description of the artist of Dante as a youthful man. Dante recounts his awakening for a romance with a woman who later emerged erotic pole luminary and an ultimate amuse. Although the poem has become one of the favorite works to most young readers, the love account has been perceived as enigmatic by it critics. Many have claimed that Beatrice is nothing but a Dante statute meant for a symbolic reason. Don’t waste time! Our writers will create an original "Dante’s Vita Nuova: Who is the Teacher and who is the Student?" essay for you Create order Vita Nuova is credited as reformatory work in European vernacular poetry.   The poet is recognised for its expansion of scope beyond the demarcation of medieval love lyrics. Dante occasionally is seen transforming himself from love poem composer into a more committed craft. Through lengthy commentaries of the recount, Dante’s feeling for Beatrice is transformed to a more religious outlook. After the death of Beatrice, temporarily, Dante solace with a causal love â€Å"donna gentile.† â€Å"Look, yes, I am Beatrice! Really? Did you condescend to climb this mountain? Here man is happy: did you know?† While in reflection Dante perceives the obsession as Beatrice’s memory betrayal, the last episode confirms his affection is transforming material love into a religious incident Dante, the poet of Vita Nuova, is entirely depicted as the teacher who has presented his poem in a vernacular that has been regarded suitable for comedy reason. The plot of his poet reflects the flow of standard comedy. Vita Nuova concerned humanity as an essential aspect and the consequence of earthly life. Vita Nuova, being a first person narrative, represents an autobiography of the narrator. Due to Dante’s unique feature regarding historical memory manipulation to attain allegoric meanings, one critic expressed Vita Nuova as â€Å"poetic autobiography.† Besides as a teacher, Dante took an action of overlapping and shifting planes of certainty such as hallucinatory, prophetic, visionary and social. Although the two protagonists felt in love affection while both were in their early ages: Dante at nine years and Beatrice at eight, in her later life till she died at the age of twenty for, the poem is the silence of education progress of Beatrice. Apparently, Dante contribution as teacher, poet and composer of love lyric is plain from the poem. Presumably, though the two appeared to be close age mates, no account of teaching experience or any literature work is narrated for Beatrice. Arguably, Beatrice was just a student whose death found her at an early age. Nevertheless, Beatrice’s influence in La Vita Nuova was not just a little inspiration. Perhaps it is due to short of further inspiration following her death that made Dante withdraw into study concentration. Instead, Dante began to compose a memorable poem for her. Dante describes Beatrice as kind and good lady praising her goodness. It is clear that their very first meeting was during the May Day Party in Portinari house. The two were also neighbors in the outskirt of Walls of Florence. In conclusion, if we can assume the critic regarding the existence of Beatrice as made by many readers; arguably, both protagonists in the poem-Dante and Beatrice can either be viewed as both the teacher and the students. The fact that Dante had written many poetic works and composed love lyrics can be argued that he was a teacher to many who admired his work. Similarly, as a teacher, Beatrice was a source of inspiration to Dante till she dies. Besides, the two learned from each other during their love interaction though the no clear account is made regarding Beatrice’s education occupation before her death.