Marketing In Harvard Style Essay Example | Topics and Well Written Essays - 1250 words

Marketing In Harvard Style - Essay ExampleIndividuals are exposed to tens of thousands of publicizings in a single day.With all these numerous adverts being bombarded at a single buyer,marketers craftily intention their campaigns in consideration to the consumers processing of these stimuli in order to make a purchase decision. In doing so, they encumber in mind what is called consumer perception or the process by which an individual selects, organizes, and interprets information inputs to create a meaningful picture of the world (Kotler 2005). It is irrefutable that each individual processes stimuli differently because of personal differences. Thus, perception varies among individuals who descry the same thing. This is due to three perceptual processes known as selective guardianship, selective distortion, and selective retention.Selective attention refers to the ability of the consumers to notice and to be attracted only be advertisements which appeal to them. With all massi ve amount of advertisement each day, customers are only captivated by those which are relevant to them. It is found out that the advertisement which catches customers attention are those stimuli which represents their current need, those which they anticipate, and those whose deviation are large in relation to the normal sizing of stimuli (Kotler and Armstrong 2001). For example, an ad which features beauty products which inhibits oil production will irrefutably attract one who is searching for one. Likely, if the ad is rigid in a health and beauty specialist, the customers are expected to notice. And lastly, bigger discounts are more promising to be taken note of than smaller ones. The next process is called selective distortion which refers to the tendency of customers to fold information into personal meanings (Kotler 2005) and interpret them according to their needs. It should be noted that the different background of the consumers enables them to interpret advertisements in their individual ways which is influenced by their social class, employment, and others. Lastly, selective retention refers to the customers remembering of their selected products good points while forgetting that of the competitors products advantages (Lynch 2003). As a marketer, advertisements are usually designed according to their intended market. Companies make advertisements which appeal to a precise target market by using celebrities, colors, and dramatic gear ups which will likely attract them. offering huge discounts are also other ways of capturing their attention. However, in selective distortion, there is nothing oftentimes that a marketer can do in order to influence buyers. Selective retention is facilitated by repeating the messages that they intend the buyer to learn. The key in advertising still, is the marketers understanding of customers which will perceive and realize them.Question 2. 1. A reference group consists of all groups with a direct (face-to face) o r indirect effect on all batchs attitudes or behaviors (Kotler 2005).2. The four types of reference groups include primary groups, secondary groups, aspirational groups, and disassociative groups. Primary groups which are those which have a direct influence on the person because of his continuous and informal interaction with them including his family, friends, neighbors, and co-workers. On the other hand, more formal relations which require less continuous interaction like spectral groups, trade associations, and professional are called secondary groups. Aspirational groups are those which the individuals aspires to have membership of while disassociative ones represents those which have determine or beliefs that a customer finds unacceptable (Kotler and Armstrong 2005). 3. Customers associate themselves with reference groups because of their want to be acceptable to the people within the group, they