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Literature review on brand loyalty among consumers
Brand loyalty in the contemporary world
Ethics in Marketing Communications Consumer Decision Making
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Is it ethical to target uninformed consumers? Some people argue that it is completely ethical to target unknowing consumers.While many people think that it is unethical to target people who are uninformed or unknowing, others think it is perfectly okay all the time, and there are some who think its okay sometimes and other times not. I believe it is perfectly okay to market a retail product to someone who is unknowing, it should be on the consumer to research what they are buying before actually doing so. Any time I buy something I do extensive research on that product, looking at many reviews, descriptions, and even how its made. Everyone should do somekind of reseach before buying something they are unaware of. I believe it is the consumers
How naive are product consumers today? People assume things are factual without questioning the credibility of a person or product. An article in “The Onion” mocks advertisers in a satirical tone to show the bizarre tactics companies use to market their products to customers. The author writes on the topic of “MagnaSoles” shoe inserts, a fictional brand used for his demonstration. He uses devices such as humor, false authority/science, and irony to display the outlandish strategies of advertisers.
Lahdesmaki (2005) argued that marketing can be an ethical contract between businesses and their customers. Therefore businesses are morally obliged to inform their customers about the products in store and provide all the information necessary via marketing strategy so the customer can make informed decisions about their purchase.
There are some people who do try to sell products they truly believe are good, however, everyone has different tastes so not everyone will believe something is good. There are many more haulers now who are constantly lying about products that they don’t even know, use, or even enjoy, but try to sell them in order for money, exchanges, gifts, and rewards in return from these companies. Eventually people will find out that they are being told to just advertise and sell it to people, and eventually people on the other side will stop believing in the haulers and the consumerism world. In Kunzru’s story, he expresses how people just seem out of it, always trying to sell things that are unnecessary. He says “I found myself wondering if Sasha was telling me that the sushi at Bar Fugu was to die for because he meant it or because it was a snappy slogan.”
Looking at ethics in the system of utilitarianism, behavioral advertising is not ethical because it does the greatest good for the company, not the mass of consumer privacy that is violated. Behavioral advertising may have some positive effects like increased click through rates on banners, but is this worth the cost of offending a potential customer by assuming their consent to be cyber stalked?
Most products advertise to ordinary consumers decrease the individuality because the merchants can always lead people to purchase their goods, but people do not actually choose the product by themselves. We live in a free country and it seems
... 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.
In conclusion to this, I think that marketers do not have the ability to control the consumers need through the process of efficient marketing methods. However, the marketers can successfully market products by taking the process of demographics and psychographics into consideration, while this will profitably market their products to the intended consumers hence increase in the demand or need.
They say money makes the world go round. And so, it makes seance that there is a lot of competition for the money consumers bring to those who have something they think is worth selling. Unfortunately this also means there are those out there who seek to manipulate consumers. Most people would agree that misleading or not telling the full truth about something is the same as outright lying about it. These producers attempt to target and unethically sell to uninformed consumers.
...are not allowed to take advantage from consumers’ lack of knowledge or lack of experience.
There are so many federal laws that affect marketing and product safety. It can fall into many categories of regulatory activity and we must be knowledgeable if we are to protect the consumer as well as the organization. Bussiness has to mind ful when advertising because heri ads can be unethical and they can face many legal issues.
This report aims to provide a mix review of theories and personal case study. I will apply two consumer behaviour theories in relation to my own purchase decisions.
Once segments of customers have been defined, marketers need to select and evaluate which segments will be worth targeting. Cui and Choudhury (2003) define market targeting as marketing a product to a segment of customers due to the magnetism, for example size or growth, of the group. Marketers are able to select segments using undifferentiated, differentiated and concentrated marketing. By ignoring segment differences ...
Often larger businesses engage in “unintentional” advertising, this saves the company money for advertising to a specific market, market research, and the actual advertisement placement. When someone uploads a video to any number of social media sites, using a company’s product, and that in turn goes viral on YouTube, Twitter, Facebook, Instagram, or any other mainstream social media outlet, and the business is able to utilize that video to springboard an advertising campaign – this is the core of unintentional viral marketing. A recent viral game application sensation -- Pokémon Go -- has helped small, and local businesses receive an increase in foot traffic, and business. Many of the “Poke-stops” are at geocache sites which many times are
...anding the marketing mix is undeniably crucial in today’s economic infrastructure. Direct marketing along with the push and pull method is also critical for the success of any company, especially if the business wants to succeed. The most important and fundamental aspect of opening, maintaining and running a business is acknowledging and following all ethical rules and regulations. Although these rules, guidelines, policies, and regulations are strictly adhered to in most companies, it is hard to deny that individuals still ignore them. Nevertheless, every single employee of mine will definitely be held accountable for all rules, guidelines, and regulations set forth by the company, regardless of position or authority.
It is not secret that marketing plays one of the key roles of a successful business. As Phillip Kotler said: “Marketing is the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and desires. It defines, measures and quantifies the size of the identified market and the profit potential”. Simply stated, marketing is everything you do to place your product or service in the hands of a potential customer.