Victorinox a Marketing plan
Uploaded by Lopito on Jan 26, 2008
Introduction
In our society corporate advertising or more accurately labelled, corporate propaganda is delivered through advertising and public relations. Advertising companies are constantly targeting specific audiences and taking advantage of uninformed consumers.
Advertising agencies definitely have an idea of the audience who buys their product when they make up their ads. Sometimes these targeted audiences are misled into buying products based upon strategies advertising agencies use to lure customers in
Advertising, which is defined as any openly sponsored offering of goods, services or ideas through any medium of communication, has gone through dramatic changes over time. Advertising used to be informational and essentially told you that a product existed, where it could be found, and what it was used for. Today, advertising talks about the product’s status and attributes that have little to do with whether the product functions for its intended purpose. Advertisers now see advertising as a way to generate interest in products, and with the ever-growing Internet, it has grown to a global industry
Research about Consumer Behaviour and Marketing Strategy
The study of consumers helps firms and organizations improve their marketing strategies by understanding issues such as how
• The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products);
• The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media);
• The behaviour of consumers while shopping or making other marketing decisions;
• Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome;
• How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer; and
• How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer.
Understanding these issues helps us adapt our strategies by taking the consumer into consideration. For example, by understanding that a number of different messages compete for our potential customers’ attention, we learn that to be effective, advertisements must usually be repeated extensively. We also learn that consumers will sometimes be persuaded more by logical arguments, but at other times will be persuaded more by emotional or symbolic appeals. By understanding the consumer, we will be able to make a more informed decision as to which strategy to employ.
This is what we will embrace as a technique in order to certify that the product we have selected would be influential to...