Decision Making Essay Example | Topics and Well Written Essays - 750 words

Decision Making - Essay Example It is a general assumption that consumers are easily swayed by proper channels of communication when it comes to marketing. The best method of communication to consumers is through advertisement. Advertisement will give an organisation a clear perspective of the market reaction towards their goods. Advertisement provides marketing strategists with a large population of consumers to please. However, a large consumer population to lure requires a lot of information depending on the consumer demand. Consumer demand is by far the best thing to understand when plotting a marketing strategy. Consumer demand requires an organisation to understand the requirements and needs of its target market. According to Ferrell & Hartline (2010) the lack of understanding one’s consumer requirement is the worst weakness an organisation can have in the marketing front. He further argues that consumers’ preferences should be the first priority in designing a marketing strategy. Lack of unders tanding one’s consumers is the most significant barrier in coming up with a marketing plan or designing. This paper will highlight the disadvantages the unknown factor in consumer requirements has on the marketing strategy of an organisation. It is usually a general assumption that marketing department holds the most importance when it comes to pushing sales and increasing the customer population. In all marketing departments, there should be a set aside team which does a marketing research on consumer requirements. With a known consumer preference, it becomes easier when the designing part of a marketing strategy. Firstly, all marketing strategies revolve around pleasing the target market. With this as the considered factor it is only logic to make the presentation of advertisements very appealing to consumers. Consumer preferences in advertising range from the method used in advertisement, channels used in marketing, the timing of advertisements and most importantly sinceri ty. That is; the advertisement should match the real product. With all these demands, a market research for preferences is advised (Ferrell & Hartline, 2010). Methods of marketing include digital advertisement or the use of sales people. Depending on the target market different consumer prefer different modes of advertising. It is usually a general consumer feeling that digital advertising is the most appropriate method. Apart from the consumer preference consideration, digital advertisement is appropriate for many organisations. This is because it reaches a much greater environment, it is easier to plan and implement and the cost is relatively low. The use of sales people seems to bug many individuals since they feel they invade their personal space. Depending on people’s activities during the day, the use of sales people may face great opposition from consumers. Consumer preferences also revolve around timing. Timing mainly affect digital advertisement since it depends on t he audience it reaches out to (Rantanen, 2005). He also argues that morning and daytime advertisement are likely to get a less audience compared to advertisement aired during the night. Researches indicate that night time advertisement slots are usually expensive compared to the day time slots. This is an indication that the general consumer market prefers and is easily exposed to night time digital advertisement. With increasing demands for advertisement channels it is also preferred that organisations do a market research on the best channels the