Contents

• Introduction 2
• Analysis of two advertisements 3
• Survey and its Findings 6
• Conclusion 8
• Reference 9

Description

Marketing, like other business functions has evolved and grown. Professionalism has helped marketing become more sensitive to serve its main purpose of satisfying customer needs profitably. It has grown from its earlier definition of ‘telling and selling’ to one that involves many more factors that require expertise to handle. For example we can look at an mp3 player. The factors to successfully help sell this would be good quality, efficient distribution, effective promotion, good value for money and hassle free service. These are the factors for a simple manufactured product. When the products and services become more complex, so do the factors, however the basics of customer satisfaction and service remain similar. Much has been invested in understanding customer needs and demands so that companies have the edge over their competitors. Data available from previous purchases and customer interaction is carefully analyzed to arrive at a pattern that the company can follow in making their products/services/ideas better. The two main expectations from customers would be value for money and satisfaction (Kotler, 2009). Value for money is the value the customer gains from having purchased the product and the cost spent on it. Value of a product is achieved by steps such as service, providing self-help features in case of products such as IT software, helpline, etc. It need not always be costly for a company to add value to a product. Customer satisfaction depends on the expectation set by the customer on the product (Quester, 2007). It usually depends on advice from friends and other buyers, but from a company’s view point it is the expectation that they themselves set for the customer through advertisements, etc. It is an appreciable task to set the right amount of expectation for the customer. Further, in this report we shall analyze the communication messages of companies and the customer response to these messages.