The Consumer Decision Journey Essay

The article is about marketing activities. Marketing is the process of reaching the customers of a product and informing them of the availability of the product in the market. The article demonstrates that marketing is a very critical issue in any business organization because it determines whether a company’s products will be bough or not. In addition, marketing involves expenditure of the organization and therefore there is a need to ensure that the process is effective and is of importance to the organization.
The primary message of the author is that for marketing to be effective, the marketers should be able to reach the customers at the right time and at the right place. This means that the marketers need to be aware of the decision making process of the consumers so that they can be able to provide required information when required. The consumer decision making process is whereby a customer starts with many products from which to choose what is to be bought and finally, the customer purchases one of the products. The product bought is greatly influenced by proper marketing.
The main audience of the article is the organizations that make products that are intended for consumers. In addition, the article targets the marketers who usually aim at reaching the customers. The aim is to inform them what is needed of them to reach the customers. The reason why the message is being sent to the audience is due to the fact that the decision making processes of consumers has changed over time. Therefore using the old approaches of reaching the customers may not be effective. In addition, there are a lot of changes on the methods through which the customers get information. Therefore the marketers need to know this so that they can provide the information at the right place.
The support that the author gives to the assertion made is that the consumers usually get first information from the friends, family members and the neighbors. Therefore it is important that the goods provided in the market satisfy the needs of the consumers so that they can pass the good message to other consumers. Secondly, the marketers need to provide information through Medias about the products they offer. This could be through radios and televisions. However, with advancement in technology there is a need to provide information through the internet where because many customers use the internet nowadays. The author has emphasized on use of internet and other modern means of communication that ensure two way communication since many consumers seek information about what they wish to buy even before they get advertisements. Therefore it is important to provide information to the customers when they need it to enable them make their consumption decisions. Finally, the manufacturers should avail information about the products they offer in the shopping places. This could be prophet packaging and description about the product. This is important because some buyers can change their decisions at the buying place.
The author concludes that the marketing activities have changed dramatically due t the fact that in most cases, customers are seeking information about the product they want to buy even before the marketers advertise for their products. Therefore the marketers should provide a good means of responding to the needs of the customers. Customer loyalty is long gone these days. New marketers are able to convince customers within a short period and change their decisions. The author also emphasizes quality of products in the conclusion part. When quality products are produced, the customers pass good message to the others and information about the product spreads. Therefore decision making process does not end after purchase since the quality of the product is evaluated during consumption.
Generally, the author has used enough evidence to support his thesis. Furthermore, the article has used enough examples to support the thesis. It has shown various companies that are adopting to the new advertisement methods. It has also illustrated various places where the marketers should supply information to the customers. Generally, the author has provided enough information to the marketers and the places where they should they should change their strategies. Generally, the article is of great use to the audience and is easy to understand.