Wait a second!
More handpicked essays just for you.
More handpicked essays just for you.
Implementation of market research
Implementation of market research
Don’t take our word for it - see why 10 million students trust us with their essay needs.
DQ 3.5
How can marketers use consumers’ failures at achieving goals in developing promotional appeals for specific products and services? Give examples.
Marketers can use consumers’ failures at achieving goals in developing promotional appeals for specific products and services by setting a goal with their product. If the product meets or exceeds the goal then consumers will be more likely to buy the product again. “Consumers often regard mediocre products with greater satisfaction than is really warranted if the products’ performance exceeds their expectations.” (Schiffman & Wisenblit, 2015, pg. 59). By setting this goal that should be able to be obtained by the product, marketing will have successfully created a feeling of accomplishment for the consumer. An example of this is Huggies Pull-Ups. Parents become embarrassed if they fail to potty train their child. It is far less embarrassing if the child is wearing a Huggie Pull-Up because they can easily take it off and throw it away without the child’s pants becoming messy. Huggies is using the difficulties and failures that parents often face when trying to potty train their child. Another example is weight loss companies or gyms. At the beginning of every year, the most popular New Year’s resolution to start working out and lose that excess weight. Gyms and weight loss companies use the failures from the past year of not staying in shape to their benefit. It is stated that “More people join gyms in January than any other month… after they go AWOL, millions of dropouts still continue to pay their monthly gym bills.” (Preston, 2010). Gyms are able to use failures every year with the consumers hope that they will be able to shed those few extra pounds.
3.10
Contrast the major ch...
... middle of paper ...
...igned and collected for the purpose of a current research problem. Secondary research is existing information that was originally gathered for a research purpose other than the present research. (Schiffman & Wisenblit, 2015). Secondary data may make primary research unnecessary if it can answer the question in part or in full. “One situation on when market research is unnecessary is when there is easy or even free access available to authentic and reliable secondary data sources.” (Scheid, 2010). If there is secondary research that is free or answers part of the question or the entire question, it would be unnecessary to spend the time and resources on doing primary research. Some examples of major sources of secondary data are government agencies, periodicals, newspapers or books. A lot of these can be easily accessible from libraries and are from reliable sources.
Secondary sources of literature are primarily written by journalists and does not report an original finding, but rather relies on an original source to provide information that can be used as background material. To use it correctly, one must first distinguish it from primary sources and understand that secondary sources alone cannot sufficiently and
... middle of paper ... ... People are unable to judge their own flaws, causing them to be gullible and believe whatever they perceive to be correct, shown through pseudoscience and consumer testimonials. Overall, this article highlights the use of Marketing Techniques used in everyday life in order to show importance towards business products.
When I learned that I had to write this research paper, instead of procrastinating, I convinced myself to JUST DO IT. This phrase also happens to be one of the signature phrases of the leading athletic apparel company, Nike. The JUST DO IT campaign has been very successful for Nike, but it is not he sole reason for their success. Nike’s campaign has definitely persuaded me to go out and buy a few Nike products. So what exactly does Nike’s persuasive campaign consist of? This paper will discuss all aspects of Nike’s persuasive campaign. Some of the campaign’s strategies, goals, and techniques will be revealed. Some persuasive theories that can be applied to the Nike advertising campaign will be identified and explained. After discussing these theories, the specific arguments of the campaign will be validated. Overall, the entire campaign will be analyzed and it will be determined whether the campaign is a success or a failure.
Therefore I believe that every new business that comes into the market got to create imagery based on emotional aspects of the target market. If the consumer does not feel the need then definitely they are not going to buy. What I believe is the most important thing in selling is not fulfilling the needs of the consumer but making them to want your product more irrespective of their needs. This way any sales person would be able to sell without even having to create a market for the product in the first place. You got to give the consumers what they want and not just what they need. It's all about creating the demand out of a non-existent
The marketing goals are: Increase customer retention, Increase eCommerce Sales, Increase our Community Involvement. The first goal specifically works towards reaching 60% repeat sales through different promotional strategies like emotional marketing and sponsoring different professional athletes. Customer retention is extremely important to maintain Nike’s market leader position. Increasing eCommerce is a major focus for Nike. Last year we were able to increase our eCommerce sales by a profitable 51%. Our second goal is to continue this trend by increasing online sales by 50% every year for the next four years. It is our belief that doing so will solidify Nike as a leader in the online athletic market. Nike truly believes that sport can change
[a] company may have a unique vision, a superior product, strong management and an efficient distribution system – yet if it is not able to convey the core benefits of the brand to its target audience it will ultimately fail. [5]
Today, vast product selections require marketers to identify and understand their target market, and to ensure their message is specifically directed to, and clearly received by their target market. In Dove’s example, early marketing strategies targeted all woman who needed an alternative to harsh soaps. However, as soaps progressively became less harsh, the Dove brand required more strategic positioning in the minds of their consumer. When speaking to Dove’s re-positioning efforts, Flagg (2013), points out that while similar products associate brand image with slender, stereotypical models, Dove’s “2004 campaign for Real Beauty” (p.1) specifically targeted ordinary women, celebrating women’s diverse body shapes, and the importance of every woman feeling good about herself (p.1). With ever increasing product offerings entering the marketplace, marketers must clearly communicate to their target group why their product is right for them, as compared to other
Every company wants to understand why people decide to buy its products or others. Firstly, we have to understand why people buy certain kind of product. People buy products because they need them. A need is activated and felt when there is a sufficient discrepancy between a desired or preferred state of being and the actual state. (Engle£¬Blackwell and Miniard. 1995. p407 ) For example, when you feel hungry, what you needs is some food. It is very important for marketer to understand the needs of consumers. All the consumers may have the same needs, but the ways which they satisfy what they need are different. Here is a example, Chinese people would choose rice when they feel hungry, whilst British people may choose bread to satisfy their needs.
People buy things not necessarily because they need things, but because they want things. One reason why people may buy things they do not need is because of advertisements. Advertising seduces people into buying things that they don't need because they always make the product seem way better than it actua...
Conclusion Companies are better able to market their products to consumers if they have a good Understanding of the consumers and the basic purchase decision process. By understanding the consumer and the type of purchasing behavior associated with different products, marketers are more likely to create a marketing campaign that positively impacts the consumer’s purchasing decision.
Marketing professionals create, manage and/or enhance brands in order to create or bolster demand for the product. A successful marketing plan will help assure that consumers look beyond just the price or function of a product when making a purchasing decision, in part, a well planned marketing effort will create a “feel good” association about the product the consumer is about to purchase (Petty) A key part of a career in marketing is to understand the needs, preferences, and constraints that define the target group of consumers or the market niche corresponding to the brand. This is done by market research. This is accomplished through market research, essentially using survey techniques, statistics, psychology and social understanding to help gather information on what consumers want and/or need, and then designing products, or services, to hopefully meet ...
Too often, a marketing function is misunderstood, because many people do not understand what is meant by ‘Marketing’.
Many of the beauty product companies advertise their products as a "need" which ultimately appeals to a vast majority of women. Estee Lauder’s beauty product is one such advertiser. In an August 2004 issue of Vogue magazine, enclosed was a two-page ad campaign intended to sell Estee Lauder’s “Future Perfect Anti-Wrinkle Radiance Moisturizers SPF.” This advertisement is appealing to the consumer because it stresses the importance of remaining young through the use of this product. This advertisement then goes further to stress that, “The past is forgiven, the present is improved, and the future will be perfect.”
Secondary marketing research or desk research is generally used when a company considering, extending a business into new markets or adding new services or product lines, because it already exist in one form or another.
... right people by increasing the awareness about the product, its benefits and drawbacks. This is important for the success of a business.