Product Modification and Pricing Strategy

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Table of Contents

Introduction
Expectations
Motivations
Values
Attitudes
Conclusion
References

Introduction

Marketing positioning statement is always defined as the process in which various companies try to create a good image to the customers in order to win more clients. This process can also include, rebranding the products in order to give them an attractive image (Chiu, 2004).In this statement the paper will be based on certain key issues which are very essential. The most important things are the expectations of the market, motivation of the consumers, values, attitudes and the comparison of the markets being chosen. While positioning the product, one should consider the following:

Defining the competitors
Customer involvement
Determine the target

Expectations

In any marketing plan there must be objectives, either to the clients or to the company. Behind the objectives of the company there is the corporate mission, this is usually the definitions of what the company is and what it believes in. The expectations of a company must mostly be based on the financial objectives of the same. According to Chiu (2004 p, 12)”expectations-confirmation theory posits that expectations, coupled with perceived performance, lead to post-purchase satisfaction”. Mediation of this effect occurs by negative or positive disconfirmation between performance and prospect. Where a product outdoes expectations, post-purchase satisfaction occurs. When a product falls less of expectations, dissatisfaction of the consumer may arise.

Motivations

For any company which is in desire to stay afloat in the market it must give its customers some motivation in order to keep them coming back to their premises, other wise the company might become irrelevant in the industry. It has been proven that the customer’s behavior of purchasing is mostly influenced by proper marketing and good branding. Some customers may be influenced by discounts offered in products they purchase, thus the discount acts as a motivation to the consumer. The other type of motivation is transportation of goods; some commodities may be too bulky for the client to carry, so it is of importance for the company to provide such a service (Irwin, 2008).

Values

Some consumers believe in certain values and they will purchase goods which are in tandem with those values, some of these values may be personal, communal or cultural. These values change periodically so it is prudent for the companies to consider these issues while conducting their marketing and branding strategies other wise they may contradict consumers needs (Chiu, 2004).

Attitudes

This is a general feeling of what one likes or dislikes, these feelings can be lasting but always change with time. The attitudes of a consumer play various functions in purchasing of products. Consumers have various attitudes towards products the company and there brand associations which may impart negatively or positively to the business (Irwin, 2008).The attitudes of consumers are either personal communal or even cultural. It is always prudent for companies to consider these issues before conducting any marketing strategies so as not to contradict the clients (Chiu, 2004).

Conclusion

In this paper I have tried to focus on two main types of markets which are financial and predictive markets. In the former, customers are mainly corporate such as companies, this signifies that the individual customers are disadvantaged, but for predictive markets, individual customers always have an upper hand (Irwin, 2008).It is also of importance to note that, predictive markets do not offer accurate information which leads to a biased conclusion in companies, thus leading them to render a misinformed judgment.

References

Chiu, C.M. (2004). Strategies for Change: Logical incrementalism. New York: Oxford university press. Marketing Journal, 3: (13),pp, 12-5.
Irwin, D. (2008) .Industrial Management & Data Systems, Chicago: Chicago University press.

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