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The Marketing Is A Vast Concept Which Witnesses The Assemblage

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Certain circumstances compel the individuals to expose certain behavioural conduct. Customers can be accounted as a categorization of the individuals. Conjunction of both the sentences results in the establishment of the fact that customers possess individual likes and dislikes (Schiffman et al. 2013). Appropriate application of these likes and dislikes at appropriate places enhances the purchasing power of the customers. Along with this, attempts undertaken by the companies and organizations, to provide quality services influence the purchasing decisions of the customers. Herein, the decisions become an essential part of the behavioural conduct of the customers. This essay, from the perspective of a marketing officer speculates the consumer behaviour within the business environment through the application of the public policy.


The following is an in-depth presentation of the dynamics of consumer behaviour in a question-answer format. Possession of expertise as a marketing officer projects the justification behind the presentation of the report. The main objective of this question-answer is to conduct a market survey regarding the phases of transformation in the behaviour of the customers from the era of 2008 till the present age.


Improvement in the marketplace

At the first instance, beautification of the market environment would create a good image in the minds of the customers. Attractive entrance generates an urge within the customers to enter and explore the marketplace (Solomon 2014). On the contrary, keeping the entrance of the marketplace simple might not attract a large number of customers; however, it would attract the customers belonging to the middle class. Viewing it from the other perspective, customers, preferring simplicity would definitely visit the marketplace. As a sequential step, maintaining quality of the products would influence the purchasing decisions of the customers. As a matter of specification, it would align with the passion of the customers to possess branded products (Kardes, Cronley and Cline 2014). Within this, conducting market research would prove beneficial for the company in terms of gaining an insight into the products previously in demand within the market and the customer approaches towards the levied products and services. Apart from this, gifting innovative quality products to the customers would assist them to take right decisions in terms of selecting the right product. Exposure of conscious approach towards the needs, demands and requirements of the customers would add to the roles and responsibilities of the marketing officer (Cypryja?ski, Grzesiuk and Rudawska 2016). Happiness and satisfaction of the customers would simultaneously provide satisfaction to the personnel in terms of providing quality products and services to the customers. Herein, the role of the marketing officer attains prime importance.

Right to information for the customers

The marketing personnel, such as marketing officer, are entrusted with the responsibility to convey right, authentic and valid information to the customers. For this, proper communication channels needs to be adopted. Typical example is the social media. However, mostly it is seen that the companies and organizations make false promises at the time of advertising the products and services. This adversely affects the purchasing power of the customers (Huang et al. 2015). Absence of proper access to the communication channels deprives the customers of quality and branded products. Along with this, biasness with the customers acts as a deviation from the duties that the marketing officerare entitled to follow. Herein, the behavioural parameter attains a negative tone. All these aspects aggravate the complexities of the buyers in terms of exercising their buying power and decisions. In order to attain the top-most position in the rat race, most of the personnel exert illegal force upon the buyers. The intensity of this issue grips the buyers within a fear, which limits their buying power (Ramsay, Wagner and Kelly 2013). Negligence towards the needs of the customers for attaining power snatches away the basic rights that the customers possess as an individual. Right to Information is one such name, which enables the customers to attain justice upon being victimized of levying incorrect information. Viewing it from other perspective, negligent attitude towards these issues nullifies the role of the customer service personnel. The major drive behind this is the absence of quality service.


Opportunities of compensation and reimbursement

This question acts as an address to the previous question. Speculation of the earlier phases, there were no forums, where the customers could approach (Horner and Swarbrooke 2016). This reflected a negative tone towards the performance of the marketing officer. However, deprivation of the customers in terms of obtaining quality products necessitates the need for development of the forums. In the modern age, there are many redressal forums, where the customers can appeal for suits or claims in terms of lost honour, justice and respect. Delving deep into the issue, there are many benefits, which the customers can enjoy in case of being victims of the quality products or other marketing issues. However, there still exist some loopholes in the functioning of the redressal forums and courts. As a matter of specification, there are no such benefits for the customers belonging to the customers belonging to the lower income group. Countering this, there are some benefits, however, their number is very few (Erevelles, Fukawa and Swayne 2016).  In this respect, the action of promise as mentioned in the proposed question is contradicted.

Risk factors of the customers          

The scarcity of redressal forums for customers aggravates the intensity of the risk factors. Viewing it from the other perspective, few number of customer redressed courts increases the tendencies of pressurizing the customers belonging to the lower income group. Exposure of negligence in this direction adversely affects the purchasing power of the customers. Along with this, it also stalls their well-being. Herein, lays the adoption of illegal means by the marketing officer for carrying out transitions with the associate partners. This practice reflects the non-compliance to the competition policies, which omits the transparency within the transactions, deals and trades (Pappas 2016). The issue attains the tone of concern in terms of online transactions, where the safety and security of customers’’ personal data is lost. Hacker intervention, mails and friend requests from the strangers spoils the true purpose of internet marketing. These issues generate a fear within the minds of the customers’, which restricts them from shopping online. In order to avert these kinds of situations, the marketing officer need to adopt security software, which would automatically detect the virus and hacker intervention. Installation of these software in the customer profile would ensure the safety and security of the customers’’ personal belonging. Safeguarding the privacy of the customers’ data and belonging restores the faith and assurance in terms of online shopping (Vinerean et al. 2013). Strategic vision towards complying with the marketing legislations would help the personnel to indulge into fair trade and transactions with the contemporary brands. Emerging successful in this direction adds value to the roles and responsibilities of the marketing personnel.

Marketing programs of non-profit organizations

The name “non-profit” indicates their functionality of serving the human mankind. The prefix “non” relates to the action of bestowing quality products to the customers, instead of blindly following the contemporary brands in the rat race. Countering this, the non-profit organizations envision the happiness and satisfaction of the customers for achieving success in the marketplace. The means with which the personnel of the non-profit organizations satisfy the customers are the civic centres, museums and health care programs (Goh, Heng. and Lin 2013). In the civic centres, development of the courts helps the customers to get justice for being victims of false promises and deceives by the local shopkeepers. Providing attractive facilities and access to the customers belonging to the lower income groups would help the personnel to enhance the societal existence of these isolated and neglected people. Along with this, advertising innovative quality products and services at cheaper rates attracts large number of customers. Organizing exhibitions help the personnel of the non-profit organization to gain an insight into the specific tastes and preferences of the customers. Apart from this, putting the products and services on the social media and websites portals escalates the sales revenue for the non-profit organizations (Ashley and Tuten 2015). This escalation pushes the profit margin. This type of transactions is devoid of any competition, as these activities are solely conducted for the purpose of aligning with the needs, demands and requirements of the customers’. Organizing healthcare programs also helps the personnel to ensure the well-being of the customers. Providing free entrance for the lower strata of society in these programmes adds to the roles and responsibilities of the personnel in terms of improving the quality of living standards of the customers.


Customer complaints

Humans tend to blame others for the losses that they face in their lives. This blaming usually lacks the speculation of the events in terms of their own faults. However, attachment of the concept of marketing in this context, results in the projection of the fact that, it is usually the fault of the marketing officer in terms of levying improper quality products or conveying incorrect information to the customers (Kotler et al. 2015). The speculation of self-performance can be related to the action of self-evaluation. Discovery of the fact that the customers are at fault, results in the realization regarding improper application of the buying power. On the contrary, blaming others for their faults projects the appropriate application of the buying decision. The action of complaints attains the connotation of success and failure. Achieving success in proving the opposite person as the real culprit enhances and upgrades the behavioural conduct of the customers. On the contrary, achieving negative outcomes in terms of blames attaches an interrogative parameter to the buying decisions of the customers. Consistency in this blaming makes the customers aware in terms of their future purchases (Delafrooz, Taleghani, and Nouri 2014). As a matter of specification, they conduct researches and surveys, prior to the purchases for averting these kinds of shameful incidents. Within this, rational and conscious approach of the personnel influences the customers regarding their choice of the products. In view of these issues, market survey makes the customers aware of the products in demand within the market, which mitigates the instances of blaming.

Market discrimination

At the first instance, discrimination does not go side by side with the aspect of marketing. Marketing is a vast concept, which is for the whole of public domain. However, speculation of the facilities available to the immigrants in terms of marketing reflects the fact that discriminations persists. As the immigrants suffer from identity crisis, the marketing officers intend to shed off their responsibilities in terms of catering to the needs of the immigrants (Schiffman et al. 2013). Even the elderly people are not spared. There is a lack of quality services for the old age customers, which adversely affects their buying power. Absence of quality products and services deprives these customers from the passion of purchasing branded products. Maintaining frequency in the execution of activities such as family planning programs, diet plans and health care programs, acts as a wider platform for customers from all walks of life to involve in the marketing activities. This widens the buying power of the customers.


Advertising the newly launched products to the customers through proper communication channels make them aware of activities undertaken by the marketing personnel, such as the marketing officer. Adherence and compliance to the safety of the customers help the personnel to get large scale customer satisfaction (Solomon 2014). Within this, transmitting false information adversely affects the purchasing decisions of the customers. False promises and deceives stains the individuality of the customers. Execution of the evaluation process helps the personnel to detect the transmission of deceptive information to the customers. Along with this, the customer approaches towards the transmitted information also indicates the presence of faults within the advertisements. Regular surfing of the social networking sites by the personnel mitigates the instances of misleading and deceptive advertisements. Adopting the means of survey and feedback makes the personnel aware of the customer approaches towards the advertisements (Kardes, Cronley and Cline 2014). Exposure of conscious and rationalistic attitude in this regards helps the personnel to ensure the safety, security and wellbeing of the customers. Moreover, levying proper and correct information to the customers preserves the sanctity, heritage and culture, which is being celebrated from the ancient period. Endorsement of the standards by the statutory bodies into the strategic actions is assistance in terms of preserving the values, culture and tradition of the civilization. Adoption of modern and technologically advanced machines results in the development of the developing countries. Organizing community services in a wider platform helps the personnel to bridge the gap between rich and poor (Cypryja?ski, Grzesiuk and Rudawska 2016). Depiction of the everyday scenes and characters in the advertisements helps the people to detect similarities with their lives. This helps in the achievement of large scale customer satisfaction. On the other hand, projection of vulgar and obscene scenes relates with the tag of anti-social activities, which contradicts the true purpose of marketing. Moreover, it diminishes the value of awareness in the phrase, “caveat emptor” (Huang et al. 2015).



This essay emerges successful in providing an insight into the customer behaviour from the perspective of a marketing officer. Reference to the marketing issues enlivens the projection of behaviours by the customers. Herein, lays the appropriateness of the term market environment. Public policy relates to the attempts of the statutory bodies of law in terms of preserving the basic rights possessed by the customers as individuals. Conjoining these points, policies can be considered as an integral part of the marketing legislations, which enables the personnel, suh as marketing officer to cater to the specific, needs, demands and requirements of the customers. Exposure of rational and conscious attitude in this direction enhances and upgrades the behavioural conduct of the personnel, especially the marketing officer.



Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing32(1), pp.15-27.

Cypryja?ski, J., Grzesiuk, A. and Rudawska, E., 2016. The Behaviour of Inexperienced Buyers in Buy-It-Now Online Auctions. In Selected Issues in Experimental Economics (pp. 299-309). Springer International Publishing.

Delafrooz, N., Taleghani, M. and Nouri, B., 2014. Effect of green marketing on consumer purchase behavior. QScience Connect, p.5.

Erevelles, S., Fukawa, N. and Swayne, L., 2016. Big Data consumer analytics and the transformation of marketing. Journal of Business Research69(2), pp.897-904.

Goh, K.Y., Heng, C.S. and Lin, Z., 2013. Social media brand community and consumer behavior: Quantifying the relative impact of user-and marketer-generated content. Information Systems Research24(1), pp.88-107.

Horner, S. and Swarbrooke, J., 2016. Consumer behaviour in tourism. Routledge.

Huang, Q., Chen, X., Ou, C.X., Davison, R.M. and Hua, Z., 2015. Understanding buyers' loyalty to a C2C platform: the roles of social capital, satisfaction and perceived effectiveness of e?commerce institutional mechanisms. Information Systems Journal.

Kardes, F., Cronley, M. and Cline, T., 2014. Consumer behavior. Cengage Learning.

Kotler, P., Keller, K.L., Manceau, D. and Hémonnet-Goujot, A., 2015. Marketing management (Vol. 14). Englewood Cliffs, NJ: Prentice Hall.

Pappas, N., 2016. Marketing strategies, perceived risks, and consumer trust in online buying behaviour. Journal of Retailing and Consumer Services29, pp.92-103.

Ramsay, J., Wagner, B. and Kelly, S., 2013. Purchase offering quality: The effects of buyer behaviour on organizational supplying behaviour. International Journal of Operations & Production Management33(10), pp.1260-1282.

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

Solomon, M.R., 2014. Consumer behavior: Buying, having, and being (Vol. 10). Engelwood Cliffs, NJ: Prentice Hall.

Vinerean, S., Cetina, I., Dumitrescu, L. and Tichindelean, M., 2013. The effects of social media marketing on online consumer behavior. International Journal of Business and Management8(14), p.66.


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