Marketing Influence Essay

Thesis Statement. Marketing affects one’s everyday life in the sense that it influences people decision making as well as their consumption preferences. This paper illustrates how marketing affects one’s life but it also explains the fundamentals of marketing which product design, packaging, trademarks, branding, pricing, distribution, communications. Introduction Marketing can be viewed as the process where organizations collect their resources to match the ever changing needs of their consumers. Consumers are very important as they determine the mere existence, survival and growth of any organization. Marketing is also viewed as the manner in which organizations address the issues surrounding their markets. (Geoff L and Frank W, 12). The Chartered Institute of Marketing defines marketing as the management process that identifies, anticipates and supplies the customers’ requirements efficiently and profitably. For effective marketing to take place clients or customers must be given priority.    Marketing is a vital or rather a very important aspect in ensuring the survival of any business. The major aims of any business are to ensure survival, profits and growth. Marketing comes in handy to ensure that businesses attain this objectives or goals. Marketing entails various activities like accessing customer wants through intensive market research, analyzing those needs and establishing a way forward in ensuring that those needs are satisfied. It also entails the designing of products, price determination, distribution, distribution strategies and effective communication to both potential as well as the current customers. (Geoff L and Frank W, 52). Many businesses have emerged today and competition is high for almost all businesses. There is higher supply than demand and businesses have to undertake intensive marketing if they are to survive. Marketing involves advertisement, effective research promotional sales and direct sales. The role of marketing should not be left entirely to the marketing department of an organization or company if is to be successful. Effective research entails the thorough establishment of what the target population expects from the organization and trying to find out if the organization is actually satisfying those needs. Here, the company identifies its stand or position in satisfying consumer’s needs. The questions 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 important that effective research is carried out as it provides accurate information on consumer behavior, which is very important in the decision making process. (Geoff L and Frank W, 35). Accurate information would mean that quality decisions can be reached at and this is good for business. Another advantage of marketing research is that through it an organization can identify possible potential markets which it can exploit to increase its competitiveness in the market. Through research a firm can 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 organization could have incurred in its operations as it can exploit the accurate information provided to make effective decisions. Without the research organization risk making incompetent decisions based on trial and error basis and this can see them incur high costs of operation. Market research can be carried out through interviews either sent by mail or via telephone. It can also be through a face to face interviewing. Marketing must be effective in the sense that it has to produce tangible results. It must also be profitable, integrated and strategic. The marketing management process entails the analysis of a company’s current position, its objectives or goals and how it plans to achieve the objective set. Implementation must follow so as to attain the set objectives. (Geoff L and Frank W, 10).   It is critical that market planning 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 organization’s departments. It is easier to control or monitor the progress as development of performance standards are easy to establish. Planning ensures that the unforeseen events are provided for effectively and the chances of success are higher when there is effective market planning than where it is lacking.   An organization 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 against it. An effective marketing mix creates a positive impact in the market. A marketing mix focuses on product, pricing, promotion and placement of the product in the market. (Ross D, 89) Strategies adopted must always be consumer oriented and the organization must be focused in ensuring that there is high accessibility in the market. Placement or location of a business affects the sales that it makes and it therefore 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 exposure is maximized.    Product design Product design identifies the perfect or ideal shape that a customer would prefer the products appear like. Products or services produced must be customer oriented. Organizations must produce those products that are of much value to their target buyers. They must also exploit their competitors’ weaknesses or shortcomings by producing products with what they simply do not offer. Customer needs are affected by the various factors like culture and effective or intensive market works to establish this.   Communications   Ã‚  Communication is a very vital aspect in the marketing process of any business or organization. It involves the dissemination of information about products or services that an organization produces. Vertical communication which means up and down the hierarchical ladder in an organization must be enhanced so that important decision making is not tampered with.   Ã‚  Ã‚   Good relationships or cooperation with the other departments is critical. The human resources for instance affect the efficiency in marketing. This is because it is responsible for the provision of personnel that will be required to work in the organization. If it provides experienced and qualified staff the chances of the marketing process yielding 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 between the demand created and supply. It is its responsibility to make sure that successful marketing is not challenged by insufficient 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 communicate to the customers on the strategies that they have established. (Geoff L and Frank W, 78). In her interview, Cisco’s Luanne Tierney argues that communication must be effective if marketing is to be a success. Good communication must be in existence within 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 or external communication. By exploiting the Internet, an organization can establish a website where all information on their products or services is easily accessible. E- Marketing can be very effective in increasing the organization’s sales. It can also ensure that there is quick response 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 personalized services is also an important way of ensuring that an organization registers increased 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 conference 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.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     Giving allowance for feedback is important in establishing how the audience decoded the information conveyed. This provision can be through the use of phone calls, e mails and internet chats all of which offers swift responses. Branding,   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     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).   Pricing   Ã‚  The price 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 equilibrium 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 strategy that an organization opts to use or apply. An organization may decide to use premium pricing where by its prices are relatively higher compared to their competitors but their products must be of a better quality. For this strategy to succeed, effective research must have established that the target population needs quality products so badly that it would not shy away from purchasing quality goods at a higher price. (Geoff L and Frank W, 87). Penetration pricing can also be applied as a pricing strategy. Here, an organization lowers the prices of its new products or services on entry to the market but with an intention of increasing it overtime. The logic behind this approach is to first attract as many people as possible and after earning their loyalty it deems difficult for them to stop consuming this products. Good quality products are not likely to register reduced sales even if the initial prices were to be increased overtime. Some organizations can be compelled by the nature 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 skimming could also be applied where prices are high at the first entry into the markets but gradually these prices are reduced. This approach can best 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 capturing customers who are responsive 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 done 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 complementary 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 situation or market trends. Good pricing is also important in maintaining sustained growth as it makes customers come back. Promotion,   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  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 relations and personal selling.   Even the firms that are well known for a history of producing quality products, marketing is still an important aspect. Promotion acts as a pillar to the success of some high profile companies.   (Need 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 cooperative 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).   Advertising,   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 customers. Advertising can be through the use of t shirts, caps which act as walking bill 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 within 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 population’s culture would be critical because culture affects the way people interpret symbols, words 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,   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     Sales promotion involves the application of short term techniques as incentive for people 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 relations   Ã‚  Public 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.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     Personal selling is another form of promotion where personal contacts are made to in promoting the sales of an organization products and services.   Packaging   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     According to Giles in What’s 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 generally 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. 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 being carried out. It should not be too bulky.   Marketing affects ones everyday life as it is very influential in determining a consumer’s 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 acquire 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 Cited: David Frederick Ross. Distribution: Planning and Control : Managing in the Era of Supply Chain. 2004. Springer Publishers. P 89 Geoff L and Frank W. The Official CIM course book: Marketing Environment, Marketing In Practice and Marketing Fundamentals. 2007. p 10-200 Giles Calver. What is Packaging Design? Essential design handbooks. Rotovision Publishers. 2003. p 43 Simon Anholt. Brand New Justice: How Branding Places and Products. Butterworth-Heinemann Publishers. 2005. P 56 Need Coffee. 2007. McDonald’s Strategic Marketing Mix. Retrieved on 20th June 2008 from http://www.associatedcontent.com/article/263943/mcdonalds_strategic_marketing_mix.html?page=3 Roy Young. 2008. Marketing Champions: Interview With Cisco’s Luanne Tierney. Retrieved on 20th June 2008 from http://www.marketingprofs.com/8/marketing-champion-luanne-tierney-cisco-interview-young.asp