189). Marketing strategies are generally designed to influence the customers and their decision making process with a hope that might lead to profitable exchange. The four elements of marketing mix which are product, place, promotion and price affects consumers in various different ways. This project aims to project a report on marketing influence on consumer making decision making and also aims to show how the marketing influence which are product influence, price influence, promotional influence and place influence. The influence which would be discussed in the rest of the project is about promotional influence that a marketer has over its customers to influence the consumers to purchase the products. Marketing Influence Marketing strategy varies as per the involvement of a consumer while purchasing a product. Promotional influence is the tool which is mainly used by the marketers to promote and sell its product and is the most effective tool in attracting consumers. For a high involvement product marketers have huge responsibilities. Promotion is an important tool and it should be informative and extensive. A good and effective advertisement helps the consumers with information that they need to make the purchase decision and also stating the advantage of owing the desired product. For example the two page advertisement made by the Toyota Company for its Toyota’s Camry Hybrid provided extensive information of the benefits of driving the vehicle. The photo of the young eyed girl along with the globe appeals to consumers to care for the future and the caption on the interior photos of the vehicle notes its unique technology which benefits the consumers in its decision process. In case of low involvement product the consumer makes the decision of making it only after entering the store and when the consumers see the product. Thus to influence the customers, in store promotion is an important tool which is mostly used by marketer. Marketing manager puts on special attention to packaging so that the product can be an eye catcher and easily recognized such as Tide detergent, Heinz ketchup. A good display of products tends to increase sales such as beauty product in supermarkets increases sales usually at a large amount. Coupons and special offers also help to promote the low involvement products (Lamb, Hair & McDaniel, 2008, p. 175). Example Promotional strategy is the most effective tool in attracting consumers and the marketers are putting in a lot of cash in the promotional techniques, the push and pull strategies. Advertising is one of the medium which influences consumers (Shimp, 2008, p.449). The brand which made me influenced because of its promotional strategy is Volkswagen’s Audi. The Company has created something which differentiates Audi from the rest of the car. The advertisement of Audi had a great influence on me. The print advertisement of Audi says it all. The logo of the car is the most attractive part and it drives customer crazy to purchase it and pose all the benefits that it tends to give its customers. In a print advertisement of Audi R8 the color, alignment and the structure stands out. There is a contrast between its background and the car, the text is aligned with red which says half truth and full truth. The print advertisement has given a look that had the capacity to influence prospective customers. The
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Marketing Influences Contents Marketing Influences 1 1 Contents 2 Introduction 3 Marketing Influence 3 Example 4 Conclusion 5 Reference 6 Introduction Consumer decision process mainly comprises of five steps which is used by a consumer when buying any goods and services…
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