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Running head: PRINCIPLES OF MARKETING 1
PRINCIPLES OF MARKETING 1
Week 4 Writing Assignment Marketing
Principles of Market...
environment. I will elaborate on only the two more targeted in
the present scenario.
The Technological Environment
Technol...
the decision-making process likewise in Asia subcontinent
Pakistan and India, the culture of a joint family is common and
...
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Week 4 Writing Assignment Marketing
Principles of Marketing
Professor Engle
April 12, 2020

Part 1 - Consumer Behavior: How People Make Buying DecisionsConsumer Buying Behavior
Consumer behavior is explained as the selection, buying and consumption of goods or services to fulfill their wants that lead towards satisfaction. Consumer behavior usually involves different processes. First of all, the consumer efforts to find those commodities to which he would provide more utility and would like to consume. Then consumers estimate the money that he has to spend on buying commodities. At last, the consumer makes a comparison of the prices of commodities and after that, if it is suitable then he takes the final decision of buying commodities of his choice.
Product/Service: I am selecting refrigerators as a product that I will offer to customers.
1) Consumer Behavior Model- Environmental Factors
Many environmental factors affect consumer buying behavior like political environment, economic environment, social environment, technological environment, and cultural environment. I will elaborate on only the two more targeted in the present scenario.
The Technological Environment
Technology has brought much advancement not only to products and services, but it also has changed the way of promotional activities. Now there are a variety of features that are introduced like flex-zone, air filtration, adjustable shelves, spill-proof digital shelves, full extension drawers, full-width pantry drawers, electric temperature control, door alarms, designer LED lighting, under counter ice makers, under counter Kegerators. All these advancements are just due to technological advancement. Now the buying behavior of the consumer has changed and they prefer the latest technological product.
Technologies also alter the promotional mix in another significant way: They change the way firms market their products and services. Revolutionary changes originated through the internet, which introduces marketers to a new source that is fully supported for the promotion of goods and services. Marketers should follow technological improvements and adapt their approaches, to take benefit of the opportunities.
The Cultural Environment
Culture can be defined as the combination of art, customs, knowledge, morals, beliefs, value and habits acquired by society. Culture sets certain limitations on behavior that called norms and defilement of these cultural norms consequences in the formation of sanction. Both norms and sanctions affect the consumption pattern. Every society makes its own culture and that influences the choices, wants and behavior of consumers. Chinese don’t prefer durability while the Japanese prefer it. Like people of Islamic countries do not like and permit live-in relationship, it is the culture of Islamic countries, so unmarried live alone and prefer mini-fridge. While in Europe and other c.

Running head: PRINCIPLES OF MARKETING 1

PRINCIPLES OF MARKETING 1








Week 4 Writing Assignment Marketing
Principles of Marketing
Professor Engle
April 12, 2020

Part 1 - Consumer Behavior: How People Make Buying DecisionsConsumer Buying Behavior
Consumer behavior is explained as the selection, buying and consumption of goods or services to fulfill their wants that lead towards satisfaction. Consumer behavior usually involves different processes. First of all, the consumer efforts to find those commodities to which he would provide more utility and would like to consume. Then consumers estimate the money that he has to spend on buying commodities. At last, the consumer makes a comparison of the prices of commodities and after that, if it is suitable then he takes the final decision of buying commodities of his choice.
Product/Service: I am selecting refrigerators as a product that I will offer to customers.
1) Consumer Behavior Model- Environmental Factors
Many environmental factors affect consumer buying behavior like political environment, economic environment, social environment, technological environment, and cultural environment. I will elaborate on only the two more targeted in the present scenario.
The Technological Environment
Technology has brought much advancement not only to products and services, but it also has changed the way of promotional activities. Now there are a variety of features that are introduced like flex-zone, air filtration, adjustable shelves, spill-proof digital shelves, full extension drawers, full-width pantry drawers, electric temperature control, door alarms, designer LED lighting, under counter ice makers, under counter Kegerators. All these advancements are just due to technological advancement. Now the buying behavior of the consumer has changed and they prefer the latest technological product.
Technologies also alter the promotional mix in another significant way: They change the way firms market their products and services. Revolutionary changes originated through the internet, which introduces marketers to a new source that is fully supported for the promotion of goods and services. Marketers should follow technological improvements and adapt their approaches, to take benefit of the opportunities.
The Cultural Environment
Culture can be defined as the combination of art, customs, knowledge, morals, beliefs, value and habits acquired by society. Culture sets certain limitations on behavior that called norms and defilement of these cultural norms consequences in the formation of sanction. Both norms and sanctions affect the consumption pattern. Every society makes its own culture and that influences the choices, wants and behavior of consumers. Chinese don’t prefer durability while the Japanese prefer it. Like people of Islamic countries do not like and permit live-in relationship, it is the culture of Islamic countries, so unmarried live alone and prefer mini-fridge. While in Europe and other c.

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Running head PRINCIPLES OF MARKETING1PRINCIPLES OF MARKETING.docx

  1. 1. Running head: PRINCIPLES OF MARKETING 1 PRINCIPLES OF MARKETING 1 Week 4 Writing Assignment Marketing Principles of Marketing Professor Engle April 12, 2020 Part 1 - Consumer Behavior: How People Make Buying DecisionsConsumer Buying Behavior Consumer behavior is explained as the selection, buying and consumption of goods or services to fulfill their wants that lead towards satisfaction. Consumer behavior usually involves different processes. First of all, the consumer efforts to find those commodities to which he would provide more utility and would like to consume. Then consumers estimate the money that he has to spend on buying commodities. At last, the consumer makes a comparison of the prices of commodities and after that, if it is suitable then he takes the final decision of buying commodities of his choice. Product/Service: I am selecting refrigerators as a product that I will offer to customers. 1) Consumer Behavior Model- Environmental Factors Many environmental factors affect consumer buying behavior like political environment, economic environment, social environment, technological environment, and cultural
  2. 2. environment. I will elaborate on only the two more targeted in the present scenario. The Technological Environment Technology has brought much advancement not only to products and services, but it also has changed the way of promotional activities. Now there are a variety of features that are introduced like flex-zone, air filtration, adjustable shelves, spill-proof digital shelves, full extension drawers, full-width pantry drawers, electric temperature control, door alarms, designer LED lighting, under counter ice makers, under counter Kegerators. All these advancements are just due to technological advancement. Now the buying behavior of the consumer has changed and they prefer the latest technological product. Technologies also alter the promotional mix in another significant way: They change the way firms market their products and services. Revolutionary changes originated through the internet, which introduces marketers to a new source that is fully supported for the promotion of goods and services. Marketers should follow technological improvements and adapt their approaches, to take benefit of the opportunities. The Cultural Environment Culture can be defined as the combination of art, customs, knowledge, morals, beliefs, value and habits acquired by society. Culture sets certain limitations on behavior that called norms and defilement of these cultural norms consequences in the formation of sanction. Both norms and sanctions affect the consumption pattern. Every society makes its own culture and that influences the choices, wants and behavior of consumers. Chinese don’t prefer durability while the Japanese prefer it. Like people of Islamic countries do not like and permit live-in relationship, it is the culture of Islamic countries, so unmarried live alone and prefer mini-fridge. While in Europe and other countries live-in relationships are common and buying behavior is the same. Therefore, marketers should consider the culture of different regions and countries. This cultural difference affects
  3. 3. the decision-making process likewise in Asia subcontinent Pakistan and India, the culture of a joint family is common and in the joint family when we talk about our product they need for the bigger refrigerator as the more the members the more they need the space. 2). Consumer Behavior Model- Consumer Factors Many consumer factors can influence consumer behavior. These factors are also called personal factors, including age, self- concept, occupation, economic situation, lifestyle, and personality. I am elaborating on only three factors as age, occupation, and lifestyle that I am considering more relevant with my product refrigerators. Age Age affects our decisions and self-concept because age influences the selection, buying, and consumption of products and services ranging from salt to car. That’s why appropriate age positioning is acute for many products. The consumers vary the decision and choices of services and goods with time. As there are different stages of life that a consumer experience with the passage of time such as singles, married, married couples with the child’s, etc. which support marketers to develop the best suitable products or services for each stage. A single person will prefer the mini-fridge, while the married couples will prefer the medium size fridge. While married couples with children will decide to buy large size refrigerators and more durable as well. Occupation Occupation is undoubtedly the most widely used factor because it initially weighs and describes consumers. Occupation is strongly linked with qualification. Mostly educated people are jobholders. The Income of a consumer depends upon his occupation. These things have a significant influence on buying behavior. The difference in buying and consumption behavior exists among different occupational classes. For instance, the CEO of any firm will attempt to buy French door refrigerators or Samsung Family Hub Refrigerator, whereas a low-income
  4. 4. employee in the same firm will either not buy a refrigerator or either purchase a second-hand fridge or mini size fridge. Lifestyle Lifestyle is defined as the manner a person is alive in a society and is articulated by the kinds of stuff in the surroundings. Such as activities, hobbies, opinions, and interests define lifestyle and these things shape the pattern of interacting with others. Lifestyle influences the choices and buying patterns of consumers. Hence it is an important factor that impacts the consumer buying behavior. Consumers with a modern lifestyle will purchase French Door Refrigerators of the famous brands. While the traditional consumer will not consider recall branded and modern refrigerators because they will buy refrigerators to fulfill their needs. 3). Role of Involvement in Consumer Decision Making Psychological state that stimulates consumers to be more careful and conscious to find products, services, and their consumption behavior and consumption pattern as well, is called consumer involvement. There are two levels of involvement, high-level involvement, and low-level involvement. Involvement enables consumers to think about different options and brand preferences before purchasing. Consumer puts intellectual and physical efforts into a buying decision, and that is involvement. Based on involvement, consumer behavior is divided into four types, habitual buying behavior and variety-seeking buying behavior is included in low-level involvement. While harshness decreases buying behavior and complex buying behavior are included in high-level involvement. In the case of buying the refrigerator, the consumer shows complex buying behavior as he is more conscious and highly involved in perceiving differences among brands. He will evaluate different brands and their benefits and then he will select the best-suited product to purchase.
  5. 5. 4). Consumer Decision Making Process: The consumer decision-making procedure is a six-step process and every step has its importance. Need Recognition The consumer decision-making procedure begins with need recognition. Need recognition can be generated either by internal stimuli or external stimuli. Food is our basic need and the preservation of food is our want, internal stimuli can generate the need for refrigerators. Another way to generate need is an advertisement that is an external stimulus. In these technological days, advertisement is the basic tool that generates needs. The Internet introduced marketers to a new source that is fully supported for the promotion of goods and services. Information Search The next step is information search and there are several sources through which consumers can obtain information. Like experiential sources (using the product, trial, handling and examining), personal sources (relatives, friends), public sources (mass media and internet), commercial sources (packaging, displays, dealers, websites, advertising, and salespeople). Information collection depends upon how much you are involved with product or service. In the case of complex buying behavior, consumers are highly involved, hence they get more information from different sources. And buying of a refrigerator comes in complex buying behavior and consumers can get information from public and commercial sources. Evaluation of Alternatives Alternative evaluation describes how consumer practice information to attain brand choices. Evaluation of buying alternatives depends upon the nature of product, service and buying behavior as well. In some cases, consumers calculate and think logically. While in some cases consumer just puts his/her purchase. Sometimes consumers decide on their own while sometimes they turn to dealers, salespersons, and advisors.
  6. 6. Hence marketers should study and analyze buyers to realize how they evaluate brand alternatives and what kind of behavior they have. In the case of refrigerator purchasing, consumers will evaluate all famous brands like Whirlpool, GE, Kenmore, Viking, LG, and Samsung. Purchase Decision At this stage, Consumers make preference among the brands of choice and finalize purchase intention. In the final purchase, two factors are involved attitude of others and unexpected situational factors. The attitude of others includes the attitude of family or friends that usually interrupt your purchase. Purchase intention depends upon the expected price of the product and the expected income of consumers. If these expectation changes, then purchase decision may also change. Purchase If the attitude of others does not interrupt the consumer and expected situational factors like expected price and expected income remains unchanged, then the consumer finally purchases the product. Post-purchase behavior After buying the product, the consumer may be satisfied or dissatisfied. If the consumer is satisfied, then he will give good feedback, talk favorably to others and suggest the same product or service to others. Satisfaction depends upon the match of expectations and perceived performance. If perceived performance is lower than consumers' expectations, then consumers will be dissatisfied. In the case of the refrigerator, we have to provide a warranty, guarantee and after-sale services like repair and maintenance. All these post-purchase offers help to gain the trust of consumers. These also give them the confidence to purchase and satisfaction as well. Part 2 - Market Segmentation, Targeting, and Positioning 1- Segmentation Segmentation is the procedure of distributing a market into different groups that have different behaviors, characteristics, and needs of buying and will prefer different products, services,
  7. 7. and programs. The mass market can be divided into different segments such as demographic, geographic, behavioral and psychographic segmentation. Demographic Segmentation segmentation includes division of a market into different segments based on several variables such as family life cycle, occupation, age, religion, education, gender, nationality, generation, race, and family size. Age: 12-19, 20-29, 30-50, 51-64, 65+ Under the age of 19 usually are the teenagers are students they need a mini-fridge. 20-29 is the age of the student or job holders as well they also need a mini-fridge for preservation. Above 30 mostly people get married or may involve in the family require medium size and more quality-oriented refrigerators. Consumer above 50 is positioned in the best place they need more reliable things. Occupation: Labor, farmers, supervisors, students, managers, professionals, homemakers, unemployed, retired. High-income professionals prefer branded products of high quality while unemployed does not. Family size and family life cycle: Young, singles, married, married with children, unmarried couples, 1-2 members, 3-4 members, 5+. The married couple has the same buying behavior so it is one segment, while a married couple with children makes another segment, families with 5 members have the same characteristics of buying. Psychographic Segmentation Psychographic segmentation includes division of a market into different segments based on several variables such as lifestyle, social class, and personality characteristics. Social class There are different social classes such as lower, lower middle, lower uppers, upper uppers, upper-middle, middle class. On these bases, different segments are formed which have different behavior. Advance technological refrigerators can fulfill the
  8. 8. need of upper middles and upper, while normal refrigerators can fulfill the need of lower middle. Lifestyle There are different segments of customers that can be formed on the base of lifestyles like achievers, strivers, and survivors. Achievers usually like to take more risks and try new technological things. Behavioral Segmentation Behavioral segmentation includes division of a market into different segments based on several variables such as uses, attitude, response or knowledge on a product. Many segments can be formed on behavioral base like benefits, user status, user rate, loyalty status, attitude toward the product. Benefits sought segmentation Under these different segments have different preferences and buying behavior characteristics like some customer prefers quality while others services and economy and some prefer convenience and speed. These preferences make different segments. 2- Target Market Market targeting includes the evaluation of each market segment and analyzes its attractiveness for the selection of one or more segments to come in. In the case of Freshly Refrigerators, I will target two segments. 1. 30-50 years old upper to upper-middle class. 2. Consumers who want a quality product and more concerned with health and safety. Freshly refrigerators will offer high technological, convenient, customize and easy to use refrigerators and it will make continuous innovation and deliver new products. These target segments are perfect for our offers because such individuals pay more and like technology. Size, growth, competition, and stability make the market more attractive. There are more chances of survival of large firms. And firms of smaller size are expected to have less chance of
  9. 9. surviving in a market than bigger firms. Freshly refrigerator will do business at a large level. Criteria for Market Attractiveness Market growth is another factor that affects market attractiveness; brands which have more market growth are most familiar and famous. Stability is another factor that affects the market attractiveness, stability in policies and prices. As rapid changes in price can finish the confidence of customers from the product. There should be a proper period for a stable price. The Next factor is competition when there is more competition; it becomes difficult to attract customers. In the case of competition, strategies should be designed that make the product extraordinary than competitors. 3-Target market strategy Here the target market strategy we use is privileged marketing, which refers to target those specific people who are most suitable clients for your product which you decide to target like we decide to target two segments, that are explained earlier. This type of marketing is the best way to ignore mass marketing and giving your customers respect and dignity to gain their attraction. It is the marketing that has the right action at the right time and once you get the customer's attention no one can change it. Differentiated Marketing I will decide to target only two segments and design separate offers for each. Freshly refrigerator will offer advanced technological, convenience and customize refrigerators. It this way Freshly Refrigerator will sell more and achieve a stronger place within both market segments as defined earlier in the target section. In the present scenario, we use some of the magazines like digest, probe. That is most common in the upper-middle and upper class. Also the email marketing to the top-level areas and the high salaried person from the income study. Because the development of a stronger place in different
  10. 10. segments generated more sales than mass marketing or undifferentiated marketing. As our brand is delivering two major qualities that high-quality product and reliability. We are using most advance technology. So we are going to target the upper-middle class and upper class with the age limit as defined earlier. This is segment is generally brand conscious in their purchase so it is easy to get more business out of them. 4- Positioning On the base of significant attributes, the product occupies a distinct place in the mind of the customer that is called product positioning. Marketers usually prepare a map, which is called a perceptual positioning map, to analyses the position of their product and competitor’s product. Here I draw a map of Freshly Refrigerator and take two attributes, Quality, and Reliability. Major competitors are Whirlpool Refrigerator, Samsung Refrigerator, General Electric Refrigerator, Viking Refrigerator, Kenmore Refrigerator, Maytag Wide Refrigerator, and Frigidaire Refrigerator. This map clearly defines the position of Freshly Refrigerator. The map is below; Reliability high Whirlpool Samsung General Electric Freshly Frigidaire May Tag Viking Reliability Low Quality High Quality
  11. 11. Low References Chivandi, A., Samuel, M. O., & Muchie, M. (2019, June 14). Social Media, Consumer Behavior, and Service Marketing. Retrieved April 12, 2020, from https://www.intechopen.com/books/consumer-behavior-and- marketing/social-media-consumer-behavior-and-service- marketing Kahraman1, N., & Tunga2, M. A. (2019, January 18). International Journal ofIntelligent Systems and Applications in Engineering. Retrieved April 12, 2020, from https://ijisae.org/IJISAE/article/view/879/pdf Haque, Abdullah, & Anis. (2019, May 28). Elements of advertisement and their impact on buying behaviour: A study of skincare products in Malaysia. Retrieved April 12, 2020, from http://m.growingscience.com/beta/msl/3234-elements-of- advertisement-and-their-impact-on-buying-behaviour-a-study- of-skincare-products-in-malaysia.html Ghosal, I. (2019, January). A Research Paper to Identify the Potential Cause of Declining Handloom Sarees and also to Indicate Opportunities for Revival: A Case Study of Handloom Tant Sarees of Begampur, Hooghly DistrictA Research Paper to Identify the Potential Cause of Declining Handloom Sarees and also to Indicate Opportunities for Revival: A Case Study of Handloom Tant Sarees of Begampur, Hooghly District. Retrieved April 12, 2020, from https://www.researchgate.net/publication/332781351_A_Resear ch_Paper_to_Identify_the_Potential_Cause_of_Declining_Handl oom_Sarees_and_also_to_Indicate_Opportunities_for_Revival_ A_Case_Study_of_Handloom_Tant_Sarees_of_Begampur_Hoog hly_District Schamp, C., Heitmann, M., & Katzenstein , R. (2019, February 13). Consideration of ethical attributes along the consumer decision-making journey. Retrieved April 12, 2020, from
  12. 12. https://link.springer.com/article/10.1007/s11747-019-00629-x Radu, V., Philip, K., & Gavrilescu, M. (2019, November 26). Consumer behavior in marketing - patterns, types, segmentation - Omniconvert Blog. Retrieved April 12, 2020, from https://www.omniconvert.com/blog/consumer-behavior-in- marketing-patterns-types-segmentation.html Running head: STRATEGIC MARKETING 1 STRATEGIC MARKETING 1 Ford Motor Company MRKT 310 Marketing Principles Professor Engle March 29, 2020 Ford Motor Company Part 1 - What is Strategic Marketing? Creating value for Customer Ford has a business model that is its principle plan – ONE Ford plan. This strategic plan comprises of four basic points that make the environment for Ford to lead globally. Following are these points · Top prior management aggressively working on current market demand and change the model mix to maximize the profit and market share. · Design and create those products that are in the current wants and needs of the customer. · To improve balance sheet plan and Apply · Finally, the Synergy work as team one unit
  13. 13. Ford determine to "produce and deliver a great product, A strong business, and better world" by "creating value consistent with the long-term preservation and enhancement of environmental, social and financial capital." The Role of Customer in the Company Vision & Mission Statement Vision Statement of Ford is “to become the world’s most trusted company, designing smart vehicles for a smart world” Mission Statement: 1 Team – 1 Plan – 1 Goal One Team – individuals are cooperating as a lean, worldwide venture for car initiative. One Plan · Aggressively rebuild to work productivity at current interest and changing model blend. · Accelerate the improvement of new items our clients need and worth. · Finance and design and improve our asset report. · Work together viably as one group. One Goal A current reasonable Ford conveying productive development for all. SWOT Analysis Strength Weakness · Global recognition · Research & Development · Adoptability · Huge Network · Dependence on US Markets · High cost in Europe · Less Exposure to the Asia Pacific · Product Recalls Opportunity
  14. 14. Threat · Strategic Partnership · Green Vehicle · Increase Customer base in Asia · Self-Driving Cars · Digital Marketing · High Competition · Increased prices of Raw Materials · Regulation & Compliance Strength and Weakness are internal controlled and the company can control them by changing policies and working structure. On the other hand, Opportunities and Threat are the external factors that are not in the control of the company but the company can take such steps that can reduce their effect on the company environment and work. Strength Ford is a well-known company. Its brand value is 11.21 Billion US Dollars. The R&D of FMC is the best development institute in the world as it focusses on continuous improvement and hence becomes a customer satisfied firm by making the most reliable cars with high fuel efficiency and also some work in e- cars. It has a diverse offering from commercial trucks and other cars to a personal car. It also offers sports and SUV it has a wide variety of portfolios. After purchasing other small firms, it has increased his network and also the offering list. In 62 countries ford is present as a manufacturing company. Weakness One of the weaknesses of FMC is the two major recalls that are in May 2015 due to the failure of Taketa airbag and other in 2016 when it recalls 830000 vehicles of ford and its subsidiary Lincoln. As it has a manufacturing plant in different 62 countries, there remain some minor faults in quality. High cost as compared to European and Chinese cars so that also becomes
  15. 15. a weakness for Ford. Opportunity As ford is not in Asia pacific so it so there is an opportunity to grow market in the Asia Pacific, the ways are to introduce it on manufacturing plant or the strategic partnership with already present companies. The new green technologies like E cars are also the opportunity for Ford to work in this field as it has strong R&D. In recent time new technology like Self driving cars that’s also a good opportunity for Ford. Threats ` There is already tough competition between its rivals like Tesla, Tata, and Toyota. The increasing prices of steel and other raw material also affects directly the profits of the company. The new regulations and laws regarding automakers are changed a lot due to environmental conditions. That acts as a threat to all automakers. Competitive Analysis of Ford The competitive advantage of Ford Motor is comprised of some factors, that are constantly improving strategies, and the other one is bringing innovation in the industry. When we talk about the competitive edge of FMC the fuel-efficient cars are the innovative factor and their centralized decision making and decentralization of policy implementation is an improvement in strategy. The Centralized decision making involves the top management to decide the market opportunity and the engagement on product development and customer satisfaction. To improve its value chain, it uses an information system. Part 2 - Customer Satisfaction Customer Empowerment Consumer info and good or bad criticism about an item is a significant capacity of customer strengthening. This procedure additionally permits the makers of a product to discover externally what are the customers need and want legitimately from the source rather than the external parties’ bases who thought they comprehend the customer’s wants and needs. As
  16. 16. said by an ongoing yearly data report of sustainability, Ford, alongside tuning in such attributes which consumers are stating on the web, focus on online media and life since it permits constant, two-way commitment legitimately towards the customer. The report expresses that Ford utilizes online networking stages, for example, Facebook, Instagram, Twitter, and YouTube to grab the attention of customers and engage with them. They likewise made a couple hashtags about that anybody can easily use to flaunt their F-150 in different conditions of environments rough and normal and performing different works. #F150, #Ford trucks, and #Ford off roads hashtags all brought about customers legitimately adding to Ford's advertising effort by giving reality base world intended content straightforwardly from the buyer. Customer Loyalty Ford Motor Co. is launching an airline-type loyalty program planned for improving customer loyalty and satisfaction and during purchasers back to the dealership to have their vehicles overhauled and serviced. The rewards program appeared Wednesday on the Ford Pass application that more than 1 million of the automaker’s vehicle proprietors as of now use. Purchasers of Ford automobiles since April 1 get three free support visits to their dealer and procure extra prize focuses on each excursion to the service bay. It’s a piece of a multiplying of uses Ford is making on customer care, the organization stated, without determining how much it's spending. 66% of Ford owners don't come back to the dealer to have their vehicle maintained, reflecting an industry-wide pattern of new-vehicle clients maintaining a strategic distance from sellers' administration offices since they consider them to be costly and awkward, Frederik Toney, leader of the automaker's client assistance division, told correspondents during a preparation Wednesday. Ford talked with customer-service pioneers, including Apple Inc., JetBlue Airways Corp. what's more Marriott International Inc., to build up the reward prizes
  17. 17. program makes quicker and progressively helpful assistance tasks for its owners. The focuses earned on Ford Pass Rewards can likewise be utilized to get limits on new vehicles. "Probably the greatest driver of client experience is: reward my devotion," said Elena Ford, boss client experience official and extraordinary incredible granddaughter of originator Henry Ford. "The general purpose of building a steadfastness program is to bring the clients back and keep them in the Ford family." Customer Satisfaction Along the roads recorded above about accepting customer criticism and complaint on different online platforms, Ford likewise additionally utilizes outside assets to screen and measure "things turned out badly." Ford's Quality Operating System (QOS) is tracking and screening consumer level of satisfaction depends on their products. They at the point take this information to enhance their products and service. Additionally, similarly, with numerous organizations, Ford performs surveys of customer satisfaction checks on a daily base. In any case, such routinely surveys are not required significantly, but acquiring input can be troublesome on occasion. To cure client disappointment, Ford takes the outcomes from their inside QOS concentrates just as information from outer sources, for example, JD Power and Associates, the Global Quality Research System (GQRS), and the Automotive Performance, Execution and Layout (APEAL) Study. Customer Privacy Ford is committed to being a believed steward of the individual data you share with us. We gather and utilize this information to help satisfy and expand on Henry Ford's vision of giving moderate, safe transportation to everybody. Today, we depend on information to join cutting edge innovation into our items and administrations to improve quality, limit natural effect, and make them more secure and progressively pleasant to drive,
  18. 18. claim, and use. This Privacy Policy clarifies our assortment, use, and sharing of individual data. This Policy applies to Ford Motor Company and our controlled U.S. associates and auxiliaries (Ford). References to our "items" right now vehicles, extras, and different gadgets, and applications, sites, and administrations. This Policy applies to our items or Ford substances that show or reference this Policy. Our vehicles have frameworks that record information about vehicle execution, how it is driven or utilized, and where it is found. This information is gotten to, put away, utilized, or shared for an assortment of reasons, including onboarding your vehicle to make it work appropriately, offering mentioned types of assistance, customizing highlights, diagnosing and fixing vehicles, looking into upgrades to items and administrations, and to offer you items or administrations that may intrigue you, for example, fix administrations. When all is said in done, information is put away in the vehicle and not open to Ford or others without physical access to the vehicle except if you utilize an associated administration, where accessible and prepared, or you have your vehicle adjusted by a Ford seller. At the point when we recover vehicle information, we secure it, and we share it just with specialist organizations who help us in playing out the administrations above and who are likewise committed to ensuring information. Ford won't get to vehicle information without getting fitting assent, aside from in the great confidence conviction, as allowed by appropriate law, that such activity is important to (a) consent to law; (b) react to an official solicitation by police or other government specialists or outsiders acting with legal power or court request; (c) to guard the rights or property of Ford in a claim, or (d) to act under urgent conditions to secure the wellbeing of Ford representatives, clients, or general society. Ford alludes to Ford Motor Company and Ford associates. Different gatherings may try to get to information freely of Ford.
  19. 19. References ford. (2020, Jan 1st). ford. Retrieved from ford: https://owner.ford.com/privacy/privacy-notices.html MARTINEZ, M. (2019, May 19). auto news. Retrieved from auto news: https://www.autonews.com/retail/ford-plans-several- initiatives-boost-customer-experience Seals, T. (2019, Sep 23). threat post. Retrieved from threat post: https://threatpost.com/ford-eyes-use-of-customers-personal- data-to-boost-profits/139209/ Rowland, C. (2017, February 5). Ford Motor Company SWOT Analysis. Retrieved March 29, 2020, from http://panmore.com/ford-motor-company-swot-analysis Instructions MRKT 310 Principles of Marketing Week 6 Writing Assignment Part 1 - Creating Offerings Learning Outcomes 1. Offering. Student can describe an offering based on features, benefits, price, and costs of ownership 2. Type of consumer offerings. Student can suggest marketing strategy implications based on the type of consumer offering under examination. 3. Product line extensions or new product development.Student can suggest possible product line extensions or related product or service offerings based on the student’s chosen product or service offering. 4. Product lifecycle. Student can suggest potential marketing strategies based on the product or service’s lifecycle stage. Directions · Your job in this Writing Assignment is to develop marketing mix strategies to ensure a value offering for the target market
  20. 20. you identified in the previous assignment. We begin with the value offering this week. · We don’t expect you to develop strategies based on a total knowledge of the product or service since you are not, or most likely not, employed by your product or service’s company. We will be looking to see if you can apply the marketing concepts to the real world situation. · Again, do not fall into the trap of reporting on the product or service. This is obvious because your assignment will look like a rewrite of the company’s website. Don’t be afraid to make strategy recommendations based on what you have discovered about the product or service, and how you think it can move forward. Be creative, be reasoned, take risks. · Remember your product’s target market(s) from the previous paper. Always keep them in mind when making your recommendations. You now work for the company, and your goal it to help them grow sales. · Prepare your assignment beginning with a title page with your name and the name of your product or service. Then answer each of the following eight questions (four in part 1 and four in part 2) in order and number the beginning of your response to each question. You do not need to repeat the question. The paper should contain a minimum of 5+ pages of analysis for the responses to the eight questions. 1. Offering. Describe your product or service offering as it is currently in terms of features and benefits, price and the total cost of ownership as discussed in the week's readings. Is it more product dominant or service dominant? What are the tangible and intangible aspects? 2. Type of consumer offering. Based on the four categories of type of offerings discussed in course content, describe the category in which your product or service offering belongs. Based on your new target market, would that category of the offering change and if so, how? How would it change the marketing strategy? 3. Product line extensions or new product development. Should
  21. 21. the current product or service be modified to more fully meet the needs of your new target market? Would the changes constitute a new product line, a product line extension or a new product? If no product changes are needed, how does the same product or service meet the need of your target market differently than current customers? Would the product line extension or new product allow the offering to occupy uncontested space in the perceptual map for the target market as covered in the previous paper? 4. Product lifecycle. In which stage of the product lifecycle is your product or service offering now? Would the changes described in number 3 above change the lifecycle stage and if so how? What would this mean to the lifecycle marketing strategy? Part 2 - Using Marketing Channels and Price to Create Value for Customers Learning Outcomes 1. Marketing Channels. Student can outline a multi-channel distribution system 2. Marketing channel strategy. Student can recommend a marketing channel strategy for a product or service offering that assures the correct amount of intensity. 3. Value chain. Student can discuss how each channel in the product or service offering adds value to the customer. 4. Pricing strategy. Student can analyze a current pricing strategy and make recommendations for modifications. Directions · This part of the assignment assesses your ability to relate marketing mix concepts of distribution and pricing to your product or service offering. You will also have a chance to recommend new distribution and pricing strategies based on your new target market to meet their needs. · Answer each of the following four questions, in order, numbering each of your responses. There is no need to repeat the question; however, headings should separate the sections. 1. Marketing channels. To the best of your ability, outline the
  22. 22. marketing channels of your product or service offering as they currently exist. Refer to Figure 6.2 for some ideas. Most product and service offerings will have more than one channel, so your system should include at least two; for example (1) a direct channel for internet sales: manufacturer --> customer; and (2) an indirect channel such as manufacturer --> distributor --> wholesaler --> retailer --> customer. If your product or service only has only a direct channel, explain why. Would this channel strategy change as a result of your new target market? Why or why not? 2. Marketing channel strategy. Why type of distribution intensity strategy does your product or service currently use? How do you know this? Would this distribution intensity strategy change for your new target market? Why or why not? 3. Value chain. Referring back to your marketing channel diagram, discuss what each member of the value chain does to bring value to the consumer. 4. Pricing strategy. Referring to the various pricing strategies outlined in the week's readings, which one does your product or service currently use? Would you recommend any changes for your new target market? If so, how would you change it and why? General Submission Requirements · Prepare as a word processed document (such as Microsoft Word). Use a simple 12-point font such as Times New Roman. Use black ink for majority of your work and only use colors if it enhances your ability to communicate your thoughts. · Your assignment should be the equivalent of approximately five pages of double-spaced text (although more are acceptable), approximately 1/2 page for each of the eight questions (four in Part 1 and four in Part 2). You may attach exhibits that will not be counted towards the page count of double-spaced text. The cover page and References page are not part of the written analysis. · Be sure your name, writing assignment number, and the name of your product or service are on the cover page of your writing
  23. 23. assignment. · Include a References page, which includes references that explain the concept and references to the actual product. · You should use a minimum of six (6) references, four (4) of them dated 2016 to the present. · You should use APA style for a paper which includes formatting for page numbers, page margins, etc. More information about using a style guide can be found in the UMGC's virtual library accessible from your LEO classroom in Content "Learn to Use APA" or at umgc.edu/library. · Upload your word processed document in your LEO assignments folder by the due date in the LEO calendar. Refer to the grading rubric for the assignments. Be sure to note that 20% of your grade on this assignment will be based on your grammar, composition, adherence to the submission requirements, and use of an appropriate college-level style guide for writing and referencing. Any questions? Please post in the general discussion forum for Week 6. Or, feel free to contact your professor by email.

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