Throughout history, chocolate has been marketed differently to different consumer types. They use three types of marketing channels which are communications, distribution and service channels. Marketers must therefore continually be creating and developing attractive products and then in turn devising a brilliant marketing strategy to win the consumer over to buy their product over other competing products.
Those email newsletters you receive after becoming a customer somewhere are not random – they have a purpose and are often tailored to things you’ve viewed or expressed interest in. A sales team simply doesn’t have the insights, time, or often the resources to execute these types of strategic campaigns.
Other tactics that companies use to shape consumers needs and wants is to use celebrities or other famous people to sell their products. Marketers and salespeople work together to determine what consumers need and how to deliver it. Sales and marketing should motivate, inspire and feed one other.
Marketing channels are also used by companies to reach their consumers. As a result, decisions are often made without the consultation of the marketing strategy, and that means they are not likely to be in alignment with the strategy. Especially for small companies, one thing or another can come up that gets the business owner off track, and unfortunately, when that happens, marketing tends to move to the back burner.
How Does Marketing Create And Satisfy Consumer Needs?
Planning for the year ahead is never an easy task. After seeing so many television commercials and advertisements both on the Internet and on newspapers I have concluded that some companies construct their ads to create a need in the consumer’s mind even if originally they were not interested in the product.
These companies also make their companies seem fun and sometimes quirky to attract children to other products they may offer. This is all part of what a consumer’s expectations on a product are, if these perceived expectations are met time after time then they become a loyal customer to that particular company.
Just because one marketing theory works for one company or even thousands of companies doesn’t necessarily mean it will work for another company. They also need to distribute their products to the consumer and this means they will need a physical location like a store, or be a wholesaler and have others retail your products for you and also sell your products on the internet.
Develop A Marketing And Marketing Communications Strategy And Plan For Small Or Midsized Companies
One of the basics of all marketing and advertising training is a teaching of “Maslow’s needs pyramid”. Most companies do a lot of research before releasing an advertisement in getting a feel of what the consumers really desire. Sales departments rely on marketing; marketing departments and strategies exist to feed sales (notice I didn’t say “make” sales). Without an in-house marketing team that is skilled and dedicated to marketing planning and execution, it is understandably difficult.
Marketers now direct promotions at those of certain age groups, gender, race, marital status, gender preferences, and just about any other category you can place people in. In developing your own plan and budget, determine and recognize the effectiveness of all marketing tactics, not just their efficiency.
However, as an adult parent, I must assume some of the responsibility for buying products that are marketed to children. Without a sound strategy, companies struggle to keep up with their competition, they miss opportunities that would lead to better results, and they win fewer customers.
Is Target Marketing Ethical?
A. Marketing merely reflects the needs and wants of customers. This has also allowed the company to maintain an above average price for their products compared with their competitors with the knowledge that consumers would pay that higher price. These brands can mean several aspects of the company combined to form a perception in the consumer’s mind such as products, services, information and experiences.
All marketing and marketing communications should flow from this positioning, and it should be fully understood and embraced by all employees, sales reps, partners and management. While trying to conserve capital, many of these companies will attempt to combine their sales and marketing departments, essentially tasking their employees with two job descriptions, and that’s usually a bad move.
Maslow’s Marketing Filter
Marketing to specific groups of consumers, or target marketing, is one of the most important concepts in marketing. That’s why most small businesses turn to marketing experts for assistance, and when they do, their business explodes. Mike Roach, CEO of CGI, was quoted as saying, “Strategy without execution is a hallucination!” If that is true, then marketing theory without strategy and execution is psychosis.
Methods need to be put in place for sharing the company’s marketing strategy with all team members and keeping them on the same page. Each plan should focus purely upon the actions required for that method, where possible detailing the time involved for each action.
Marketers now direct promotions at those of certain age groups, gender, race, marital status, gender preferences, and just about any other category you can place people in.