Global brand
948 mots
4 pages
al -------------------------------------------------BusinessWeek/Interbrand rank the companies that best built their images -- and made them stick
In the 70s, marketing’s aim was mainly to get the right product, at the right price, to the right place at the maximum number of customers. Nowadays, marketing’s vision has changed. In fact, what marketers care more about is : what do customers want ? which channel do they have to use to attract their target ?
The environment we live in has changed such as consumer behaviour (by definition our behaviour). Today, thanks or because of new technology and innovation, consumers can order products or services on line without going out of home. For example, if they are planning to buy a high involvement product –which means that consumers pay very close attention to the product- they can get as many information as possible about the product itself and the different companies/brands that sells this category of product they want. This new technology, which is available to consumers, exists today because it reflects an understanding of consumers need and behaviour. Michael R. Solomon (Professor of Marketing and Director of the Center of Consumer Research in the Haub School of Business at Saint Joseph’s University in Philadelphia) developed this notion of consumer behaviour in one of his book titled What customers want “…and why they buy…” : “The field of consumer behavior is the study of the process involved when individuals or groups select, purchase, use, or dispose products, services, ideas, or experiences to satisfy needs and desires.”(1) The article “BusinessWeek/Interbrand rank the companies that best built their images -- and made them stick “published in August 2005 deals with the consumer behaviour and more precisely it raises the question of how marketers can nowadays attract consumers ? What are the different ways a marketer can market its brand to get to the consumer ? It’s not about customer satisfaction