consumer-Driven Marketing

consumer-Driven Marketing

Consumer trust is an essential aspect of every business organization. It is through it whereby a company can monopolies a market and have a significant share of the Volkswagen Company before (Rezaei, 2015). However, the trust was broken when Volkswagen did not abide by the environmental rules of emissions. It has dealt a blow to the company marketing since the trust was split between the consumer and the company.

  1. Volkswagen Company over time their customers are projected to decrease due to the broken trust that they have caused. On the other side, the scandal will be able to uplift its competitors since many of their customers will run away from the company to seek products that are safe for use in the environment (Rezaei, 2015).
  • The company can be able to recover though it might take a long time. The most critical thing in business which is hardly reversible is trust. The organization broke the confidence that its customer had so it is so difficult for the same customers who purchased their products to come back and buy them (Rezaei, 2015). The decision on giving goodwill to its customer is appropriate as it will enable them to tap new customer and steadily to recover its lost business.
  1. Responses
  2. Campbell has critically analyzed the market band demand forces of food design that is attracting healthy minded customers. Introduction of squeezable pouches instead of traditional jars has proved to be the best way which customer need their food to be packed. It makes it easier for their customers to microwave the food items and is very easy to use.
  3. Campbell should not ignore preparing of fresh foods since most of the modern people are well informed of the diseases that are brought up by processed food. Also, demand for food has been seen to shift from processed food to freshly packed food. Everyone is now interested in eating habits that are healthy.
  • Campbell should ensure that they create a new brand in which they will use to sell its new fresh division. From the analysis of the market segment, it is evident that most of its customers are adult people who seek a unique way of packaging food items, easy to access warm and easy to carry around.
  1. Marketing mix variable

  2. Starbucks coffee

The primary emphasis that was made based on the marketing was distribution. The company ensured that their products are distributed widely in the market (Hanssens, Pauwels, Srinivasan, Vanhuele & Yildirim, 2014). Distribution enables there customer to have access to coffee products through the outlets of Kraft Foods.

  1. Skype Company.

Skype software is enjoying the benefits of price in the marketing mix. It is clear that many people will purchase a service or a good based on the value of the product or services. When Skype gives a free call to Skype subscribers, it pulls more customers (Hanssens et al, 2014)

III.    Apple iPod.

Apple is capable of having substantial iPod sales within a short period due to the product aspect of the marketing mix. The product can perform different functions which customers have realized rather than buying several gadgets which perform specific tasks.

  1. WD-40 Product.

The product has been able to stand firm due to the distribution aspect of the marketing mix. It’s evident that more than 80% of the US households are using the products (Rezaei, 2015). Therefore attempts to change the packaging of the product cannot have a significant impact on the primary outcome.

  1. Southwest Airlines.

The airlines have been able to invest more in the customer service that they offer. The aspect falls on the product aspect of the marketing mix. Due to that fact flying has been made so fun by the employees who have translated to them having more customers (Rezaei, 2015).

  1. Hewlett-Packard.

The company has strategized promotion as the primary marketing mix. They have ensured that they are advertising through offering their customers a discount of $100 for any HP LaserJet printer they are selling. It provides that they attract more customers to increase their business.

VII.    Denny’s restaurant.

The restaurant has focused mainly on the price aspect of the marketing mix. They have been able to give varied choices of their prices which It enables customers to purchase based on their buying capability. A menu that has different prices of food items always ensures that customers have something that they can buy (Rezaei, 2015).

  1. Ad exercise.

Item 1

Most likely the segmentation variable used is a behaviourist. The customer who will purchase the product is someone who values clean teeth. The advertisement is also broadly brought out based on the product. The product has qualities those other products might lack therefore encourage customers to purchase it (Hanssens et al, 2014)

Item 2

The product that is being advertised is a physical good. The product element of the marketing mix is quite evident of the duck tape. The market segment that is represented is based on the demographic aspect. It’s the students who are the target market while their parents will be the secondary decision makers of whether to purchase the product or not.

Item 3

The most likely segmentation variable that was used is demographic. Students are the target market although they are not the one to purchase the products. There is also the presence of psychographic segmentation whereby the parents who will buy the equipment are interested in the cleanliness of their children’s classrooms (Hanssens et al, 2014). The product is the primary element of the marketing mix.

Item 4

The target market here is mostly an individual in any household who are interested in wildlife programmes. The main element of the marketing mix is the product that has been represented of the lion. The segmentation variable used is psychographic which brings out the lifestyles an individual would want to enjoy (Rezaei, 2015).

References

Hanssens, D. M., Pauwels, K. H., Srinivasan, S., Vanhuele, M., & Yildirim, G. (2014). Consumer attitude metrics for guiding marketing mix decisions. Marketing Science33(4), 534-550.

Leonidou, C. N., Katsikeas, C. S., & Morgan, N. A. (2013). “Greening” the marketing mix: do firms do it and does it pay off?. Journal of the Academy of Marketing Science41(2), 151-170.

Rezaei, S. (2015). Segmenting consumer decision-making styles (CDMS) toward marketing practice: A partial least squares (PLS) path modeling approach. Journal of Retailing and Consumer Services22, 1-15.

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