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Marketing

A marketing strategy is the means that the producer uses to focus and identify various ways he can influence the decision of his customers to purchase his products. The marketing concept to be used should satisfy consumer needs and help the producer to achieve in increasingly competitive markets. To achieve competitive advantage, in an increasingly competitive market place, the producer should establish an effective market strategy that will influence consumer wishes and win them into his side. Erich claims that the manufacturing of various products factors in behavior and wishes of buyers because the producer wishes to influence and change buyers’ interests in production. This statement raises ethical concerns about whether marketing is ethically professional; this is because producers aim to manipulate consumer behaviors in various ways of marketing. Producers manufacture consumer behavior in various ways for instance, through packaging. Producers package their products in a way to attract attention of the buyers to a certain brand, promote its image, and influence the perception of buyers about the brand2. Packaging can as well impart unique value to brands, and act as a differentiation tool – for instance, aid buyers select the brand from various same brands, stimulate buyers purchasing behavior. Producers use various packaging aspects such as packaging color, material, wrapper design, background image, creativity and printed information to tailor consumer wishes. Packaging color attracts buyers’ attention through its attractiveness, while packaging materials prevents brand loss as high quality materials attracts more buyers. For instance, some water production companies’ offers a clear packaging; in fact, these packaging uses pale blue bottles and a plastic seal at the middle of its lid. Apparently, use of pale blue on the bottle is an indication of water purity. Moreover, the packaging entails a vivid logo; for example, mountains, and brand names aimed at representing the nature of the product offered to consumers3. Packaging and branding information assist in the process of building brand reputation and customers’ appeal; in fact, it serves as an indication that the brand is fit for human health and consumption. They also indicate the quality, purity, and safety of the brand creating a strong competitive advantage over competitor brands. The design of the wrapper attracts consumer wishes, for instance, children prefer wrappers that are more sensitive. Therefore, packaging plays a critical function in marketing communication; thus, could be considered as a critical way of manufacturing consumer wishes to demand and buy product. Producers use their company reputation to tailor consumer wishes. Experts agree that every business, despite its competitiveness, trivial, or outsized, they chiefly rely on repute for triumph, survival, and customer satisfaction. Customers, personnel, vendors, financiers, communication networks, and monitors may have an elemental outcome. They all have essential perceptions regarding other businesses they interrelate with on a daily basis. These perceptions extensively influence their decisions on their interests to purchase from, work with, and market or support these companies. Therefore, producers strove to offer an effectual, responsive customer service, which is vital to product promotion and ...Show more

Summary

MARKETING Name University Course Instructor Date Introduction Erich Fromm suggests that the producer creates consumer wishes and consumer behavior is increasingly crucial in any marketing strategy. This paper will define and discuss consumer behavior, marketing strategy, and show how producers manufacture consumer wishes through various marketing strategies…
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