The paper “ Austar United Communications and Australand Property Group - Strategies to Satisfy Consumer Needs” is an exciting example of a case study on marketing. The fundamental philosophy of today's marketing strategies and techniques since the 1960s is mainly the outward focus on the consumers as the core of the universe. (Eric, Linda, and George, 2002). Marketing is rapidly going through a revolution. Traditional marketing methods have since been replaced by advanced marketing strategies including E-mail, SEO and social marketing. Modern marketing is widely used to persuade prospective clients about the company’ s services and products and to establish a consumer base.
Technology changes have forced the organization to revitalize their marketing strategies so as to cope with stiff competition and fulfill consumer’ s needs and desires. This paper discusses how modern marketing techniques or strategies are responsive to how consumers try to satisfy their needs and want. The report is organized into three parts namely the introduction, body, and conclusion. The body is divided into three sections. Section one discusses the reasons why certain modern marketing techniques are used to deal with today’ s consumer behaviors.
Section two focuses (explain and analyses) several ways (2-3) that marketers today respond to how consumers try to satisfy their needs and want. The third section describes how two Australian companies (Austar United Communication (AUSTAR) and Australand Property Group) are applying these marketing techniques to make the most of consumer behavior. The Reasons Why Certain Modern Marketing Techniques Are Used to Deal with Today’ s Consumer BehaviorConsumer satisfaction is a central concept, in consumer research and marketing thought. In theory, if consumers are satisfied with the brand, service or product, they are more likely to continue buying the product and share their experience with friends.
If clients are dissatisfied, they often switch to other brands and products or make complain to retailers or manufacturers. Given its role in marketing strategy and planning, satisfaction has lately been the subject of practitioner consumers and considerable academic research. Marketing strategy is critical, in influencing the purchasing behavior of clients by creating favorable feelings and thoughts about brands, services, and products. Besides, regular marketers develop marketing strategies, which aids, in influencing what their target clients do, feel and think.
In an effort to meet the consumer’ s needs and tastes, integrating various marketing techniques becomes indispensable. From a strategic point of view, the primary objective of marketing is mainly to increase the frequency and probability of customers coming into contact with services and products, buying and using them (Gupta, 2012). Today, modern marketing strategies have commanding power on both consumers and society at large. Modern marketing influences a change, in the client’ s feelings and thinking about the marketing practices and about the situations and reasons for purchases.
Gupta (2012) explains that there are numerous factors, which influence consumer purchasing behavior and include cultural factors, psychological factors, personal factors, and social factors. Psychological factors that determine consumer buying behavior include motivation, perception, attitude, belief, and learning. Social factors, which influence the purchasing power of consumers comprises of inspirational groups, roles, statutes, reference groups, and family. Based on these factors, marketers are able to modify or design marketing mixes such as packaging, product, branding elements, pricing, discounts and sale promotion as per consumers’ tastes and preferences. There are three modern marketing techniques/ strategies that are used for influencing consumer buying behavior and include concept-based, technology-based and cause-based technologies.
Technology approaches focus on internet marketing, viral marketing, Bluetooth marketing, database marketing, and neuromarketing while cause-based approaches revolve around green marketing and social marketing. Concept-based approaches influence consumer purchasing behavior through emotional marketing, experiential marketing, relationship marketing, ambush marketing, permission marketing, and guerilla marketing. Modern marketing strategies help, in identifying prospective customers, strengthening customer loyalty, elimination of agents, customer relationship management, refining segmentation of clients and facilitates, customer retention in today’ s marketing practices.