Marketing Consumer Behaviour an Organisation

In what ways has your view of marketing changed or not changed because of what you have learned since the beginning of the semester?

Marketing plays an essential role for an organisation as it helps to achieve the targeted goal of it (Solomon et al. 2012). From the beginning of my semester, I have learned essential aspects of marketing in an organisation, such as it establishes a strong and firm relationship in between the organisation and customers. I am able to understand that marketing provides us enough confidence to try a new product or services that are available in the market. I have noticed that with the constant changes in the customer’s demand, the marketing process and function also has been changed. Every organisation prefer online marketing through social media like, Facebook, Instagram, Blog and online official website to attract the attention of customers.

At the beginning of my management studies, I thought that the various process of marketing function are critical, however, now I am able to know that if an organisation follow some potential strategies while making marketing plan, then it is not critical any more. As opined by Ball et al. (2012), marketing enhances the sales revenue of an organisation as marketing helps to increase the basic number of customer base of an organisation. The changing perspectives of marketing help an organisation to participate in advertising, customer interaction and publicity activities.

Why is/isn’t marketing important to an organisation?

In today’s competitive business world, an organisation cannot ignore marketing as I have noticed that proactive and innovative marketing always rule the industry. In order to retain the present market share or hold better position in the industry, an organisation should incorporate proper economic funding. I have understood that marketing is essential to an organisation as it introduces a new product to the customers. According to Venkatesh et al. (2012), marketing includes to form customer retention and loyalty, which is significant for the success of an organisation.

I have found that marketing relays important information about the product or service to customers for communication and provide the ideas of its benefits. As financial success of an organisation often depends upon marketing ability, therefore, skilful marketing is important for an organisation. I have thoroughly analysed that proper marketing also help an organisation to know about the competitor’s position in the market and criteria of customers. Krishna (2012) has mentioned that marketing has impact on society as it improve the standard of living with economic stability and employment opportunities. Marketing provides a suitable channel and source of new and unique ideas and ultimate decision-making process of higher management of an organisation. I have learned that marketing consists of three essential elements such as the marketers, target market and the product or services.

Do you feel that marketers are manipulating you in how they market products? Why?

I feel that marketers have great capability to manipulate the customers about the preferences of product. I have noticed that the marketers invent some feeling in the mind of customer, which never prevails. Marketers employ attractive objectives in the advertisements or promotions to attract a large number of consumers (Guy and Patton 2013). Marketers use social media for advertising and promoting products, as it seems more human. I have noticed that they include heart touching music, funny mascots, nostalgia card and sense of urgency to attract the consumers. The customers are beat down with the same kind of advertisements as it suggests contemporary popular trends.

The marketers manipulate customers because to sell a particular product or services. If the marketers will not manipulate the consumer, then he will not purchase product from a particular organisation. Therefore, it will surely make the organisation to run in loss and losing the present position in the concerned industry. I have observed another important reason of the marketer’s manipulation is to set a competitive advantage and to stay in business firmly with retaining and attracting consumers. The internet technology is changing the consumer behaviour and marketers manipulates customer without exploitation and coercion.

Moving forward, in what ways do you think you will be able to apply what you have learned in this subject?

As opined by Schiffman et al. (2013), marketing involves understanding the demand and criteria of consumers; however, there are various types of requirements, which vary from the other. Marketers have to create advertisements and promotion according to the maintenance of ethical regulations that are established by the government. I have learned in this subject that the marketing provides valuable data after studies the consumer behaviour. I can also understand that marketing helps an organisation to choose appropriate techniques of sales promotion for new product or services. Marketing enhances brand equity, brand image and benefits to stakeholders.

If in future, I am recruited in an organisation in the marketing department, I will perform my assigned tasks with my gathered knowledge from my management studies. I will thoroughly evaluate the marketing performance of my company and after that make proper strategies to create a perfect marketing plan to help my company to capture the best position in the industry. I have understood the miscellaneous significance of marketing process during my studies, which I will effectively apply in my future company. There is several importance of marketing, such as it clearly reflects the corporate image, business expansion, economies of sae, efficiency, organisational objectives and brand loyalty of an organisation.

References:

Ball, D., Geringer, M., Minor, M. and McNett, J., 2012. International business. McGraw-Hill Higher Education.

Guy, B.S. and Patton, W.E., 2013. The marketing of altruistic causes: understanding why people help. Journal of Consumer Marketing.

Krishna, A., 2012. An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior. Journal of Consumer Psychology, 22(3), pp.332-351.

Schiffman, L., O’Cass, A., Paladino, A. and Carlson, J., 2013. Consumer behaviour. Pearson Higher Education AU.

Solomon, M., Russell-Bennett, R. and Previte, J., 2012. Consumer behaviour. Pearson Higher Education AU.

Venkatesh, V., Thong, J.Y. and Xu, X., 2012. Consumer acceptance and use of information technology: extending the unified theory of acceptance and use of technology. MIS quarterly, 36(1), pp.157-178.

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