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Developing Marketing Strategies
Developing Marketing Strategies
Developing Marketing Strategies
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2.2.1 Pre-exposure Level
Pre-exposure level of consumer response does usually not exist in consumer response but it is imperative to be included in the online consumer response process. During this level online consumer proceeds through literacy, intentional and voluntary phases before he/she prepare for interaction or expose to the web-based commercial communication (Hanekom, 2006). In offline environment, consumer tends to purchase product by emotional response and usually exposed to the messages unintentionally (Niazi, Siddiqui, Shah & Hunjra, 2011). Although literacy in this level is a prerequisite for understanding but some of the consumer did not proceed through but they still can understand the message through other way. In online environment, Leelayouthayotin (2004) argued consumer can choose or search the information they want and intentionally to access the information through Internet thus pre-exposure is not accidental.
2.2.2 Exposure Level
During the exposure level, the online consumer begins to aware of the information and exposed to the message. There are five phases the online consumer will proceed through in this level: Vehicle exposure, Deliberate and desired exposure, Information pull and regulation, Web-based commercial communication exposure and Awareness. Henekom (2006) stated that vehicle exposure is the indicator of a message exposure. Therefore consumer must need to exposure to the vehicle then they just can be exposure to the message. Bauer, Barnes, Reichardt and Neumann (2005) explained that individual is consciously decided on performing or not performing a specific behavior as they will consider various criteria before performing it. When Bauer, Barnes, Reichardt and Neumann (2005) statement ap...
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...rAsiaExpedia gets 24-hour AirAsia Priority Booking ahead of Free Seats Sale. theSundaily. Retrieved from http://www.thesundaily.my/news/963408
Wong, J. (2012, May 14). Is Online Marketing in Malaysia Dead before It Even Started?Retrieved February 24, 2014, from http://www.clicktrue.biz/online-marketing/is-online-marketing-in-malaysia-dead-before-it-even-started
Yannopoulos, P. (2011). Impact of the Internet on Marketing Strategy Formulation.International Journal of Business and Social Science, 2(18). Retrieved from http://ijbssnet.com/journals/Vol_2_No_18_October_2011/1.pdf
Yoo, S. H., Matsumoto, D., & LeRoux, J. A. (2005). The Influence of Emotion Recognition and Emotion Regulation on Intercultural Adjustment. International Journal of Intercultural Relations, 30, 345-363. Retrieved from http://www.davidmatsumoto.com/content/2006%20Yoo%20Matsumoto%20LeRoux%20IJIR.pdf
Cravens, D. W., & Piercy, N. F. (2009). Strategic marketing (9th ed.). New York, NY: McGraw-Hill Company.
DuBrin, Andrew J. "The Marketing Side of E-commerce." Essentials of Management. Cincinnati: South-Western College Pub., 2000. 520. Print.
This field work study and reaction paper is in relation to the Elaboration Likelihood Model concepts one exercises while making purchasing decisions. In the field work, I visited ‘Target’, my local grocery store and consciously thought about my purchase decisions as well as observed other shoppers’ purchasing behavior. Many factors and specifics influence a customer’s decision making process while making purchases. The customer’s gender, brand, price, type of product and promotions among others are some the factors influencing consumer purchasing patterns the first part of this paper examines. According to Booth-Butterfield, S. and Welbourne, J. (2002), the ELM posits that attitude change may occur through one of two different processing routes: central route or the peripheral route. When one is highly involved in an issue or has greater knowledge around it, one is likely to put his mind into it more so when there are no distractions. According to ELM (Petty & Cacioppo, 1986; Petty $ Wegeberm 1999, factors that influence elaboration likelihood may be either situationally induced or internal to the person processing the communication. Part two of this paper will examine the two processing routes and the factors that may influence Elaboration likelihood.
Schultz, D.E., et al., 1994. The new marketing paradigm: integrated marketing communications. NTC Business Books, pp. 105-156.
Etzel, Michael J., Stanton, Bruce J., Stanton, William J. (2004). Marketing. (13th ed.). Boston: McGraw-Hill.
Cultural based explanations posit that emotions are acquired via socialisation and recognise that cultural beliefs play an important role since research has indicated cultural variations amongst individualistic (USA) and collectivists (Japan) cultures. Studies have also focused on recognition rates of emotions and in relation to age.
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.
...lp advertisers create content that reaches across sensory lines, and this will help break through internal communication barriers. Deprived of the understanding of this type of psychology it would be challenging to have an idea of how organization should communicate or at least create content for their targeted audience. With the examination of how individuals think, feel, believe, and pursue marketing communication strategies would be easy to create and follow. Organizations should establish rules and procedures to uphold and protect marketing communication. Once they know who they are targeting, then they can decide how to communicate with them in order to execute their plan. When engaged consumers are attracted to the product because of what it makes them feel like and how they look, they will attract others who will want to feel the same (Olenski, S. (2013).
Nowadays, advertisements are everywhere embedded in our daily life. They are powerful resources that inform people the latest news about a particular product or brand in many different ways. Most of the people are being able to get more information and detail of a product from media, radio stations, newspapers and internet. Even though advertising is a big informative source, it also can be considered as a marketing tool to control the mind and desires of the consumers to manipulate and persuade them to buy things they do not need.
According to a study by Dr. Kirthi Kalyanam, who obtained his doctorate in Business Administration, “88% of consumers are researching items online and then buying in a physical store.” (Kalyanam) This signifies that a big measure of consumers use the data that they have obtained online, largely triggered by advertisements, when they undergo the decision making process when buying a product/service in a store. Since the consumer has already explored the product online, the decision making process is cut down significantly and the consumer almost always buys the merchandise that they have already searched. This research that they conduct is mostly sparked by an online advertisement which the consumer sees about the product. The advertisement usually doubles as a hyperlink to the product’s website, making it simple and easy for consumers to find more about the
Technology in advertisement has become so wide-distributed throughout the world in all sorts of places, which everyone’s behavior is heavily affected by its influence. Advertisement is literally everywhere today, in cell phones, videos, events, buses, websites, and other small or large context. Advertisement targets a specific audience’s behavior in order for the audience to take action in what the advertisement is promoting. Advertisement can alter the decisions people make by simply its appearance, sound, touch, smell, or taste depending on the type of advertisement. A clothing store is having a sale on the hottest fashions which has an effect on the shoppers in impulse shopping for those products that they don’t necessarily want or need. The advertisement attracted those shoppers, for one thing it stated it’s the hottest fashion, pro...
Cravens, D. W., & Piercy, N. F. (2009). Strategic marketing (9th ed.). New York, NY: McGraw-Hill.
Several factors affect consumers’ attitudes, actions and decisions. Public catch information from social networks, which is an important source of getting information and this, is also a very suitable source of information. People talk about their experiences with each other regarding a product or brand. This is how people get different kind of information about different brands and products. In marketing we call this thing electronic word of mouth. Word-of-mouth is evaluating or sharing experiences...
The research on consumer behavior assists the organization recognize and forecast the purchase behavior of the consumers while they are purchasing a product. Thus, the study of consumer behavior helps the marketers not only to understand what consumer's purchase, but helps to understand why they purchase it (Kumar, 2004). There are a lot of elements which can influence the purchase decision of consumers such as social influences, cultural influences, psychological factors and personal factors (Super Professeur, 2011). Understanding these factors helps the company to market the product on right time to the right consumers in order to generate more profits. On the other hand, if the marketers fail to understand these components that might influence consumers, they will fail to convince the consumers to purchase that product or will fail to meet the demands of consumers. However, consumer behavior is one of the stimulating and challenging areas in marketing studies being a human activity focused on the products and services. Thus understanding the behavior of the consumers is a great challenge. Moreover, it is not easy to get a full picture of consumer behavior as customers make plenty of different buying decision every day and they usually do not know exactly what influences their purchase. In short, basing on all
Nevertheless, one of the most important constants among all of us, regardless of our differences, is that, above all, we are buyers. We use or consume on a regular basis food, clothing, shelter, transportation, education, equipment, vacations, necessities, luxuries, services, and even ideas. As consumers, we play an essential role in the health of the economy; local, national and international. The purchase decision we make affect the requirement for basic raw materials, for transportation, for production, for banking; they affect the employment of employees and the growth of resources, the successfulness of some industries and the failure of others. In order to be successful in any business and specifically in today’s dynamic and rapidly evolving marketplace, marketers need to know everything they can about consumers; what they are want, what they are think, how they are work, how they are spend their leisure time. They have to find out the personal and group influences that affect consumer decisions and how these decisions are made. In these days of ever-widening media choices, they need to not only identify their target audiences, but they have to know where and how to reach