Marketing and Its General Impact on Daily Life - Coursework Example

Marketing and Its General Impact on Daily Life When it comes to marketing we realize that it constructs a huge impact on the standard of living, quality of life and micro issues such as the daily life of a common man. The aspect of daily life influenced by marketing is tremendously huge but it is ironically almost neglected. It means that a common man cannot apprehend the magnitude of marketing activities integrating with his daily activities. ‘Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.’(Carvens.D.W, 1980) Marketing is more apprehensive towards exchange processes which take place between buyers and sells. It attempts to match supply with demand. All these elaborations focus, first of all, on one point: Customer, which is all important. The importance of profit or management or any thing else comes after. So we can say, without any hesitation that every part of operation of any firm is to be clearly based on a fact; how important a customer is to that firm. Successful marketing operations are based on market opportunity which is ultimately governed by the wants and needs of users. What we are trying to highlight is the fact that a person’s daily activities and decisions to fulfil particular daily needs are more influence by the marketing activities now-a-days than compared to the past. Every One Is Involved This explanation provides us with an all vital sense- marketing activities require everyone in an organization –production people, accountants, purchase people, managers etc, must be concerned most with the preference and satisfactions of the users. People do what they observe daily in their routine life. Whether this observation is stored in their conscious or unconscious data base of mind, their actions and deeds are guided by such storage. It is then, the job of marketer to influence that data base and through persuasive and convincing activities try to enter that data base. Customer, by nature, is bound to act on his conscious or unconscious, meaning whether he is doing it with intentions or without, acts on the suggestive impressions made by marketer. The impact of this fact is so massive that a marketer needs to understand and implement in his activities, how a customer is affected in his daily life. What is the role of marketing in the daily life of a customer? The answer to this question leads us to understand different aspects. That is what customer thinks in daily life? What does a customer do in daily life? How customer behaves to different marketing activities in daily life? Whether a customer is influenced in his daily life by the acts of marketers by recalling it intentionally or non-intentionally, while making use of a product. Of course here it is worth mentioning to highlight the word ‘Satisfaction’. If a customer is satisfied by the use of a product the positioning of the product will be stronger, thus a marketer will be more successful in his job. So it is important to study the behavior of people as to what they want and do in their everyday life The family members and people themselves want to have a typical of the general population. They have greater expectations of the system what they experienced a decade earlier. They want to spend their lives with self-confidence. It is to the people to decide, how they live their lives, what support they require and how they want to spend they earnings. In nutshell people are themselves responsible for their decisions guided by the activities of marketer Options- Every person in the daily life wants to have as many viable options as there could be which include the product they use, the services they receive, who provide such product and services. It is at their option, where to live, where they work, spend their spare time and ultimately planning their entire activities performed at home and outside Organize People want to have the options discussed above controllable and in an organized manner. They prefer to set their budgets and plan their activities in such a manner so as to grasp more benefits. Quality Quality of life overall means that a person want it in every walk of life and in every act performed. Quantity is being succeeded by quality. The concept of ‘greening of America’ which means that quality in life is gaining more and more popularity. If people pay more they want high quality support in the product and services they use. Interaction – with colleagues, family, neighbors and other people in contact such as barbers, doctors and grocers etc. People want freedom also. So it is quite often that Marketer use the phrase ‘People First’ Every Segment Is To Be Focused Age has nothing to do with the activities of a marketer who needs to understand the usage of product and services by the people of every age. For instance, the old age segment cannot be neglected by a marketer that is-what are the activities of older people and what is the impact of marketing in the every day life of older people. An investigation into activity levels of older people on a rehabilitation ward was made: an observational study by Fiona Patterson, Valerie Blain, Anne Currie and William Reid. They found that ‘activity level in the ward was low, with subjects spending 19% of the observed time sleeping and a further 46% inactive. Less than 1% of the day involved self-directed physical activities.’ (physiotherapy-2005). This study leads us to establish a fact-if it is difficult to access a local service, for example, even a telephone call cannot be made and you are unable to contact the organization to let them know of their needs. It is in-fact in the interest of organization to make sure that everyone uses their products and/or services. The providers of product and services should make and adjustment for providing services to the people mentioned in above study. Influence on Marketing Activities Marketing in every day life is influenced by the fact-every day services and products. Examples include services provided by local councils, doctors, shops, hotels, banks, post offices, theatres, hairdressers, places of worship, courts and voluntary groups such as play groups. Non-educational services provided by schools are also included. Access to services is not just about repairing a gas pipe or telephone-it is about making services easier to use them by every one. A marketer cannot ignore the feed back provided in a non-casual manner by a customer. If a person is using a service as routine in daily life and during the usage providing different needs which can also be fulfilled by using the service, even though the conversation seems to be casual, a marketer cannot ignore such ideas and feed back Technology among Main Players It is astonishing to record the impact of technology in every walk of life. The decisions by a person in everyday of life are more technology driven than in the past and are increasing day by day. Advancements in technology are making reasons for a person during the usage phase of product and services. The prediction of ‘technology’ factor was made almost two centuries earlier by Carl Marx in his book ‘The Capital’ which was published in 1867. Technology discloses the active relation of man towards nature. ‘The process of production of basic societal relations, man’s owns mentality and his images of society are linked with production from machines.’(Carl Marx, 1667). Then how the use of technology in marketing should be integrated with the marketing concept. The technology has long been source of improved efficiency and effectiveness for marketing. ‘From computer chips to bar codes that permit firms to track the sale of products, organizations are always in hunt of technological measures to affect the decisions of customers in everyday life.’(Mark Robert, 2002) Minds of customers are always recording, as discussed above, what they see and observe and later on this recorded data also serves as a guide in their decisions of purchases in every day life. An airline serving some sandwich from McDonalds, will left an impression on the mind and later at some other time while having an outside lunch with his wife prefers to go to McDonalds. Another customer when enters a store to purchase some article and found a tempting b lend and careful selection of different brands, most of the times, he cannot restrain himself to purchase another product also. This opportunity in every day life, provided by the smart marketer, affects the decisions even though he is not aware of it. At Barnes and Noble stores consumers discovers a relaxing environment where they can enjoy a cup of coffee in a store that is big enough to offer a broad selection of books and small enough to provide local entertainment and children’s story hours. ‘This combination of carefully selected inventory and inviting surroundings produces billions of dollars a year in sales for the firm.’ (Barnes Noble, 2002) A person watching ‘Oprah Winfrey with her television show, one of the most powerful shows in the world.’ (Business week, 20002) There happens to be a stint in it where a reference is made to Intel. Unconsciously, while purchasing a computer some other day, he prefers the hardware with Intel Inside. Who is the decision maker? ‘Should use of the terms champagne, Vidalia sweets and parmesan be limited to products produced in particular regions?’ (Desa Philadelphia, 2002). Some industries and governments think so. The U.S Congress has passed legislation that permits only fish raised in the U.S to be sold as ‘Cat-fish.’ The point of concern arises here is that who is to make decision? The Government, producers and their associations or the consumer himself. The answer to this question cannot be overruled. Marketing in every day life contest the very idea. The user is to have the freedom to use any or all of the options available to him. As thoroughly discussed above, the importance of customer is to be prioritized above all. Then what is the job of marketer? One simple answer to it is; a marketer guides the perception of customer towards his products through usage of different marketing tools and customer purposely or non-purposely prefers the product of that marketer in the purchase decision of everyday life List of References Carvens. D.W. Hills. (1980) Marketing Decision Making, Concepts and strategy. Homewood, Illinios. Tavistock Publications revised edn. p.3 Desa Philadelphia. (2002). Catfish by Any Other Name, Time Global business, pp. B14-15 Marx, Carl. (1867) The Capital, Downward Communication and Publishing, UK. Chapter 13, p 324 March 2005. Physiotherapy Volume 91, Issue 1.UK, Pages 28-34 Robert, Mark. (2002) Your inventory wants to talk to you Business. Hillary Business Publishing pp.84 The top 25 Managers. (2002) Business week. Business week Publishing, USA, p.56 www.interspire.com/sendstudio/ visited and retrieved on Oct. 24, 207 www.websitemarketingplan.com, visited and retrieved on Oct. 24, 207 Barnes & Nobel, (May, 2002). Website: www. Barnesandnoble.Com. visited and retrieved on Oct. 24, 207 www.business knowhow.com/marketing/ visited and retrieved on Oct. 24, 207 Read More