Essays on Using an Understanding of Consumer Needs to Design Product or Service Offerings Coursework

Download full paperFile format: .doc, available for editing

The paper "Using an Understanding of Consumer Needs to Design Product or Service Offerings " is an outstanding example of marketing coursework.   Consumers in the past largely relied on salespersons in their neighborhood to make choices on their needs. The salespeople had a quick way of identifying what the consumer prefers and goes ahead to suggest some other items that in their opinion would be suitable to the customer. The consumer, on the other hand, placed all their trust on the salespersons as far as quality, quantity, and price are concerned (Angela, et al. , 2013).

The contemporary market has however transformed a lot. Today’ s consumers have an array of information regarding products available to them. The availability of information is made possible by the fact that marketers have realized the need to engage the consumer on what they want rather than what the company produces (Davenport, et al 2011). Organizations must keep their pace with the consumer’ s dynamic needs in order to gain a competitive edge over their rivals. They should be able to monitor the global trends in the market that involves consumer desires, social as well as the political factors to pinpoint the key issues that are very much likely to affect the consumer, the industry as well as the organization (Ratneshwar and Mick, 2005).

This paper has an objective of looking at the changing market trends, where organizations are no longer focusing only of customer needs but also using the information to achieve a competitive advantage, and as well use this understanding to design product /service offers that deliver more value than the offers of competitors Using an understanding of consumer needs to design product or service offerings In an ideal marketing world, marketers will usually carry out market research to obtain information on what their customers desire as well as the design of the products that best suits their needs (Griskevicius and Kenrick 2013).

In reality, tailoring of any product to suit the customer needs starts with the improvement of existing products, where based on the recommendations of the customer will gradually be improved with limited resources and technology as you strive to gain a competitive age over the rivals (Pilinkiene et al. , 2013).

The prince, however, holds that good marketing looks at ways in which the organization can adapt and develop products and services to suit the requirements of the customers. The product characteristics, their design and the quality can all be formulated to match the needs of the target market so as the image of the company can be improved (Davenport, et al 2011). The emergence of technological innovation, information gathering, and research are making it conceivable to deliver something better than the proprietor's recommendation. Making good use of progressively updated information, ranging from demographics to shoppers' preferences that they allude to on the online platforms, organizations are beginning to make exceedingly beginning to develop goods and services that direct customers to their desired products at the right minute, at the right cost, and in the right channel (Griskevicius and Kenrick, 2013).

A Consideration is made of Microsoft's prosperity with email offers for its internet searcher Bing. The emails are custom made to the recipient the moment they access them. In a matter of seconds, data gathering is conducted on the personal information of the recipient.

The information sought includes the area of residence, age, sexual orientation, and online platforms that they would prefer to use (Kumavat, 2012). These online marketing techniques have lifted conversion rates by as much as 70 percent drastically more than other marketing platforms giving Microsoft an edge over the competition as well as making it one of the global leaders in technology (Angela, et al. , 2013)


Aaker, D. A 2005, Strategic Marketing Management, New York, The Free Press.

Advameg 2016, Product positioning - advantage, benefits, cost, market segmentation, understanding consumer perceptions, Retrieved 26th April 26, 2016 from

Angela, L et al., 2013, ‘Consumer information systems and relationship management: Design, implementation and use’, IGI Global, New York.

Antonelli, P 2013, Rotman on design: The best on design thinking from Rotman magazine, UTP publishing, Canada.

Barnes, R 2011, ‘The great Tesco beauty gamble (the Tesco supermarket chains marketing strategy for breaking into the UK beauty services market)’, Strategic Direction, 27(7). doi: 10.1108/sd.2011.05627gad.006.

Bollen, A and Emes, C 2008, ‘Understanding customer relationships: How important is the personal touch? Retrieved 26th April 26, 2016 from

Boundless 2015, Customer wants and needs, Retrieved 26th April 26, 2016 from

Carolan, M. 2013, ‘Future food “needs”: From consumer to citizen choice’, Sociologia Ruralis, 54(1), pp. 98–100. doi: 10.1111/soru.12035.

Davenport, T et al. 2011, ‘Know what your customers want before they do’, Harvard Business Review, December 2011 issue.

Griskevicius, V and Kenrick, D.T 2013, ‘Fundamental motives: How evolutionary needs influence consumer behavior’, Journal of Consumer Psychology, 23(3), pp. 372–386. doi: 10.1016/j.jcps.2013.03.003.

Kluwer, W. 2012. ‘Understanding your target market is critical for success’, Retrieved 26th April 26, 2016 from

Kumavat, P 2012, ‘A book review on principles of marketing management 14Th edition by Philip Kotler and Gary Armstrong’, International Journal of Scientific Research, 1(4), pp. 83–85. Doi: 10.15373/22778179/sep2012/29.

MacDonald, S 2016, ‘How to create a customer centric strategy for your business’, Retrieved 26th April 26, 2016 from

Pilinkiene, V., Kurschus, R.-J. And Auskalnyte, G 2013, ‘e-Business as a source of competitive advantage’, economics and management, 18(1). doi: 10.5755/j01.em.18.1.3669.

Ratneshwar, S and Mick, D.G 2005, Inside consumption: Perspectives on consumer motives, goals and desires, New York, Taylor & Francis.

Tom, G 2000, Understanding consumer behavior: Marketing lessons learned from understanding the consumer experience. Fort Worth, South-Western College Pub.

Xavier, L 2015. ‘What it takes to deliver breakthrough customer experiences’, Retrieved 26th April 26, 2016 from

Yang, C.-G., Huang, Y., Yang, K.H. and Lee, S.-G. (2014) ‘Marketing strategy on social commerce based upon marketing mix’, SOP TRANSACTIONS ON MARKETING RESEARCH, 18(1), p. 77-84.

Yannopoulos, P 2011, ‘Impact of the Internet on marketing strategy formulation’, International Journal of Business and Social Science, 2(18), p. 1-7.

Download full paperFile format: .doc, available for editing
Contact Us