B2B branding B2B branding is different from B2C in some crucial ways, including the need to align corporate brands, divisional brands and product/service brands and to apply brand standards to material often considered “informal” such as email and other electronic correspondence. It is mainly of large scale when compared with B2C. Product (or service) Due to the fact that business customers are focused on creating shareholder value for themselves, the cost-saving or revenue-producing benefits of products and services are important to factor in throughout the product development and marketing cycles. Target market B2B Buyer Decision Map: Problem, solution alternatives, decision support Quite often, the target market for a business product or
LITERATURE REVIEW: A large body of literature on Advertising Creativity, Advertising and Communication Process and Consumer Purchase Behaviour helps provide the basis of the study. The review was developed through search of the related literature. THEORETICAL LITERATURE: The theoretical literature was reviewed mainly for providing a basis of this review. This was accomplished by reviewing the theories and models for the study based on the theories. Several theories has been made to explain the impact of Creativity in Advertising on the Communication-Effect and Purchase Behaviour of the consumer.
In the modern economic environment, companies emphasize most with the communication practices to make sure that customers get the accurate marketing message. Some of the companies may attempt to practice some unethical ways like producing low quality products, misleading advertising, unfair pricing, and deceptive packaging to take the lead in the competition challenge and influence consumers’ purchasing behavior to gather a bigger piece from the market share. The concept of consumerism takes place as a social force to protect consumer interests in the marketplace by organizing consumer pressures on business. Consumerism is the public demand both for improvement in marketing practices to make them more informative, more responsive, more honest,
Scope: marketing research attempts to solve problems in a wide range of areas. Continuous in nature: marketing research is continuous in nature. There is need for marketing research to overcome certain marketing problems arising during the existence of the firm. Applied research: marketing research is conducted to solve problems of commercial importance. Bridges company-customer gap: marketing research bridges the gap between the producer and the consumer.
Case study 2 Branding and marketing tools seems to be argued as the heart of business success. As American Marketing Association (2007) stated, branding can be seen as “promise delivered” which mean a brand make promise to their customers, and then, marketing seems a way to “ deliver “ the prom-ise to customers. A successfully branding with its marketing tools can help a brand differentiates itself from the competitors. However, the market in today is getting increasingly competitive. How to stand out from the competitors and increase the brand awareness becoming the key issue for the all the brands and firms.
2.1 INTRODUCTION Literature review is notation and quotation of references such text, journel, thesis, magazines and other written publish. This section of this study will include the details elaboration about the independent variables and the dependent variable of this study and aims at discussing the previous study related to the research as a supporting the whole study. 2.2 GUERRILLA MARKETING According to Volkmann, Tokarski & Grünhagen (2010), guerrilla marketing is carried out in a surprising, efficient, rebellious or unconventional and spectacular manner to achieve as great attention as possible in the target group. The term of guerrilla marketing, businesses aim at forming a marketing management that is dynamic, sensitive to customer needs and that is able to adapt to changes easily (Ay, Aytekin & Nardali 2010). Guerrilla marketing is a low-cost marketing techniques aimed at obtaining maximum exposure for a product.
Is the target set by the Houzit is difficult with the current capabilities and resources to achieve. This is because the company limited the number of employees. In addition to its focus on the company to operate its stores have bright, comfortable shopping misalignment been proposed government legislation. In this way, the company will determine the next gap Houzit goals and the company 's current strategy, capabilities and resources. Magazine advertising and PR, together with in-store promotions and web based promotions: Promotion is the way use to market the product product or service to customers, stakeholders and the broader public and increased marketing to match the growth in seasonal demand that occurs during this period.
In marketing, there are two environment forces that can affect the business. First is Micro environment and second is Macro environment. Macro environment is an external forces that may influence the organization’s marketing tactics or strategy. The organization need to be flexible in every moment to different changes like in government and foreign sectors that affect the whole economy also the technologies and competition in the external environment. But all companies use those outside analysis to help in marketing strategies of an organization and they used macro environment to implement and formulate marketing strategy to become successful in the market also to influence the decision of the consumer.
The general goal of marketing is to escalate sales and build a company, which often involves corporate branding, communication, advertising, public relations, and market research. It includes courses in building campaigns, strategic planning, consumer behavior, analysis of demand, and cost volume and profit. MBA in marketing helps one in gauging consumer behavior, market behavior, aspects of advertising, and many other critical skills that surrounds the marketing activities of any product/service. One needs to have outstanding communication skills, resource mobilization skills and a supplementary zeal to excel in this specialization. Marketing is very dynamic and competitive.
The IBM report indicates progressively engaged buyers, more confident promoters and steadily advancing innovations are reclassifying how promoting and advertising is sold, made, expended and followed. Conventional advertising companies are in great danger as real income decreases as many companies move quickly to new, intuitive, and creative aspects, which are likely to grow several times faster than the traditional advertising at that time. To make due in this new reality, supporters must change their mass crowd brain set to indulge on the niche consumers. The sellers need to convey their advertising messages that are focused on particular consumer segment, intuitive promoting for a scope of media gadgets. Advertising experts must investigate innovatively in order to get the right form of advertising that would be able to effectively target the consumers that are present.