Explain the importance of marketing in a sustainable environment.
At around 5:45 pm, the Populus café was crowded with lots of people. Having gone to take a cup of coffee the place was really hard to access even a waiter who would just take a single simple order. A hot coffee latte was all I wanted. Regardless of my dire want for a cup of coffee, it took me a whole 30 minutes to be served. Every person who came into the café must have been here before. The casual and cozy setting of the café proved it. Almost every customer knew each other an observation I made from their casual greetings. Been a first timer and without company, I had to keenly observe the café unfolding as I found it a nice place to bring a friend the next time I would be here at the Populus cafe.
When it comes to marketing there are the basic marketing principles which are four and work effectively in a Marketing strategy. Marketing is a vital social procedure which comes out from a community to aid the efficient and effective society's resolution demand for a switch of values of consumption. The way to attract many consumers and how to get a product at them is an art which ought to be understood. Every company that is considered great has a strategy of marketing and has to be exceptional (Wood, 2000). There exist lots of marketers and each and every marketer has a specific and unique way to market their products but most professionals when it comes to marketing agree on a couple on marketing principles fundamentals. Marketing has what is called the 7 Ps.
The product Populus cafe is offering is either tangible that means that the item is physical (coffee) or intangible (service), which attracts a whole variety of customers. Mostly these happen to be on the services. The degree at which a product satisfies the consumer’s needs and also provides a value lays an examination ground of how the product is to be evaluated (Kotler, 1969). There are expectations from a customer that the product should satisfy. The product should have features and also accessories that should help in the impression of the product. When one is creating a product one needs to consider some factors such as the branding, the name of the product and also the warranty of the period.
The second principle which is the price is the value or how much in terms of monetary terms the consumers purchase the product at. In this case, how much Populus cafe is selling its coffee and services? The price tag of a product determines how much profit the product owners are going to experience. The demand for a product rises when the prices fall which means that the per unit profit decreases. Pricing has models such as Cost plus pricing which is to your cost of production a specific percentage is added. Also the value based pricing; this is used mainly used on expensive and luxury products. According to the customer's perception of a commodity, the price is set. Efficient pricing escalates the profits in total for an organization by harmonizing the in demand per unit profit. Relatively the price of coffee at populous café is considerable.
This is where the distribution channels are considered in the place principle. How the product goes into the existing market and where to sell one's product. If the products cannot reach the consumers then it means they have nothing to buy (Steenkamp, 2000). The channels of distribution are very vital part in production structure, shipping, warehouses and points of sale which make it possible for consumers to find products at retail outlets. Populus café is located at the heart of offices. Many people who come here are from the offices judging on their official wear. That doesn’t mean the doors are closed for any other person. Students come here for class discussions which make Populus café popular. To make a good accessible and desirable then the channels of distribution have to be efficient, easy and reliable. The distribution chain of command is also important. From the producer to the wholesalers then to retailers and finally to consumers determines how the goods will be effectively distributed.
The communication between the consumers and the product or services providers is a principle of promotion. The way potential customers get the word about the product is important. The best and most relied on the form of promotion is known as advertising. Advertising is utilized well when the media creeps in. Promotion is diverse and it includes anything from media and print advertising to selling directly or customer spreading information to a potential customer (Shostack, 1977). For one to communicate perfectly one has to choose the perfect form of promotion in order to pass the intended information and to the right consumers. With a combination of all the principles then the marketing strategy is said to be effective.
The service is determined by the people. The chefs and the waiters define Populus cafe. Even with the delayed service. The waiters are polite and besides that, they are smartly dressed. Most companies in this era are doing staff training in order to satisfy the customers' needs. In the café, it looks no different.
Populus café being a coffee shop it provides quick services. The reason as they thrive in providing the kind of service is their confidence in delivering the type of services they do offer. The Café demands the type of service and no service quality is compromised. To reach to the end customer and establish rapport and the service is fast requires proficiency and Populus café got it all.
The ambiance of the Café is so unique. The combination of the lights and the wall paper is so unique that it gives a whole different experience from any other coffee shop. The setting of café is casual but so attractive that one longs to be in the café forever. The comfort ability makes a customer feel at home. The music at the music is amazing. The contemporary music gives the customer the sense of belonging.
Identify the differences between service and product marketing
There exist a lot of differences and similarities when it comes to services and product marketing. Both the services and products gain from name and trust recognition additions into the materials of marketing. Purchasers get impulse from the products unlike in services delivery which needs time. There exist differences between marketing products and services which mostly are based on the building of relationship (Vargo, 2004).
In service based business one trusts themselves to deliver services as described. The ability to trust in one self is outstanding. In marketing, a service one needs to feed in confidence and trust since no one receives anything tangible after exchanging money. The result is service oriented after making promises to customers.
When one sells a service it means that time is being sold too. On selling a product it means an investment of time has occurred for product acquisition. The process repeatedly occurs without further time investment. On the other hand, services are time investive by nature. There is no time that one can provide a service and not use time. In marketing, time is very important since one has to work on a time frame and one has to deliver the within the agreed time period without failure expectancy from the customers mostly (Mathieu, 2001). Certainty is a must in trust enhancement. Clear and vivid time estimation is required in the production of services with the surety of good services in professionalism.
It is possible to estimate the time that one would deliver a product ordered through the mail or even a telephone call. The customers can purchase the product immediately in case one is selling from a store. When it comes to services the delivery is made after the ordering process and the delivery times and order times vary. The biggest challenge that comes with marketing the services is convincing the customers that quality results will be presented within a specific period of time. When it comes to the marketing of services the clients often refer to one another and it makes it even harder for service providers to convince the consumers who have had a negative testimonial from another client having undertaken the same service the customer is craving for (Gebauer, 2008). The ability to change the mindset comes in when the service provider assures the consumer of a different strategy which makes the marketing strategy different altogether.
Wants and needs
A lot of products can be promoted in various methods that can lead to bulk buying. In case one sees attractive products one can instantly buy them without a second thought. Justification might come in that the purchasing of the shoe is to attend an event or something of the sort but in reality, they gave in to the wants. When it comes to service bulk purchasing rarely happens. So what happens is the expert service marketers get out in the field and explain to the consumers how the service is amazing to experience. By way of conviction the experts make the consumers advance into buying the services and in the final end the consumers end up justifying their wants and needs. In short, the procedure in the service industry is long and tedious and in some way expensive since there are expert’s involvements.
In a service based business customer relationships are vital unlike in the marketing product business (Furrer, 2000). Although in product business activities like branding and name recognition require relationships. In the service industry, for one to continue earning money even in the future one has to build relationships which help to strengthen the service provider-client bond.
Explain business and consumer marketing
There exist a big difference between the business to a consumer which is the transactions carried out between business and consumers directly and business to business which is generally the transaction of commerce between two businesses (Solomon, 2014). Further differences are that:
When it comes to customers most of them want products which are discretionary. The consumers do not necessarily need the product but just want it. On the other hand, businesses are out to buy a solution for a need not just a want. The products purchased are to be used for operations in order to solve problems that occur daily. The number of the target when in regards to consumer market they target a huge number of consumers who are going to buy the products in bulk with in considerable prices in contrast with the business marketing where the market size is small and highly specialized (Ranganathan, 2002). The small size buys the products at very considerable prices. Business marketers target and put all their energy into the targeted business to create a high profile business relationship with a goal of making it work for long while on the customers marketing, a relationship is not highly considerable. They focus on that particular event of a sale and after that; they expect to get new customers (Sheth, 2007).
When it comes to after sales services in business marketing it happens often since the relationship established is of top notch degree. So it means that constant contact is made to ensure that the products sold are still in order but the main reason is to establish undying links to enhance business in future. Where else in customer marketing after sales services are not considered. The transaction is remote and it is not considered to be that important since there is no reliance that the next time the customer will be back. In cases where consumers buy in bulk after sales services are done to ensure the customer comes back as that specific consumer is beneficial to the business in a huge way (Ford, 2002).
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