Marketing Management Essays Examples

1. What segment of consumers does Mike target? How are they differentiated?
Mike’s famous motor dealership company mostly deals with motor bike enthusiasts. However, there are different types of consumers targeted by Mike. First, Mike targets all possible customers, which is evident by his decision to set the company at the heart of the heavily busy Delaware Bridge road. Further, Mike targets tourists as possible customers. This is evident by Mike’s decision to set up a museum in the company together with a restaurant. On the other hand, Mike targets motor bike enthusiasts, thus he put up a team of professionals to work on new bike designs and models. Mike focuses on not losing buyers due to delay of services.
Mike’s famous customers are differentiated in terms of tastes and preferences. In addition, the customers are differentiated in terms of pleasure and leisure. This is evident by the rising number of tourists and restaurant customers fascinated by the look of Mike’s Famous.
2. What influences probably play the biggest role in consumers’ decisions to purchase a Harley?
There are multiple factors that influence customer’s decisions to buy a Harley. For instance, uniqueness of the bikes, advertisement, good public relations and the cost of the Harleys play a vital role in the customers’ decision to buy a Harley. However, the biggest influence on the customers’ decision to buy Harleys is advertisement and good public relations. For example, when Mike organized marketing events outside the company’s warehouse, the sales were more than the sales made in the warehouse. Thus, the increased advertisements attracted more customers. In addition, Mike discovered that the main problem with his sales department was that there was little customer attention services. Thus, good public relations play a huge role in the customers’ decision to buy Harleys.
3. How’s does Mike’s address consumers at various stages of the buyer decision process?
Mike’s influence of buyers’ decision process is perhaps the charm of his passion for his company’s products. Mike addresses consumers in various strategic ways. For instance, Mike ensures there is total supervision of the business processes, thus no customer is left unattended. Further, Mike incorporates the skills of his professional technicians to achieve customers’ preference. The presence of a museum in the company, restaurant and branded t-shirts intrigue consumers to buy Harleys at different decision making stages.
4. How does Mike account for consumer behavior in his marketing process?
Consumer behavior is a core business prospect used to analyze the success of the business sales. Mike accounts for consumer behavior in multiple ways. For instance, he has managers for the different units in his company. He incorporates a team of managers; sales manager, restaurant manager, advertisement and entertainment manager and professional technicians. Thus, he can easily monitor consumer behavior through increase or decrease in sales of both Harleys and other products such as foods and the company’s branded shirts. Furthermore, he can assess the different consumer tastes through his technicians easily. On the other hand, the attendance of consumers in the company’s events and entertainment themed programs also show the consumer behavior.
The incorporation of different managers makes it easy for Mike to establish the customer behavior and demand changes. This helps him accommodate demand changes easily because of the management efficiency. The sales of other products than Harley also boost customer’s preference for the Mike Famous Company. Mike’s keen nature also plays an important role in his observation of consumer behavior. For instance, during the sales crisis of his company he was keen to monitor the faults in his sales process.