Businesses attempt to persuade customers with their commercial messages. Consequently, they need to develop effective marketing communications. In a ‘marketing heaven,’ an organization would have the top brand in its category. In the real world, it is about a company showcasing itself in a good light with buyers.
Positioning involves a company putting its product or service in a favorable space in the minds of consumers. Therefore, positioning involves winning the customer’s perception over one’s competition. For example, McDonald’s uses its brand to position itself over the competition. When parents travel with their children, most children automatically want to eat at McDonalds.
If a company has an existing product and the overall consumer attitudes do not rank the product as highly as its competitors, the company has a chance to improve its positioning. The company needs to do a lot of research to see why it is viewed in this light before setting new strategies.
Michael Solomon, author of Consumer Behavior, maintains that the way a consumer evaluates and chooses a product varies widely, depending on such dimensions as the degree of novelty or risk in the decision. Additionally, the attitude of the organization has an impact on buyer behavior.
For example, a bad experience with McDonald’s can sway a parent from going to McDonald’s; they may seek an alternative. In fact, Mark Johnston and Greg Marshall, authors of Relationship Selling, further argue that customers pick up on a salesperson’s attitude. Does good chemistry exist between the salesperson and the customer? That’s an important performance measure.
When developing performance measurement with relationship selling in mind, good chemistry between the salesperson and customer should be a factor. Likewise, improved company attitudes can have a positive impact on customer behavior.
Please discuss the value of effective marketing communications to customers.
© 2013 by Daryl D. Green