Marketing

Maslow Hierarchy of Needs In order to effectively understand the needs of the target market, one must understand the motive behind consumer decision-making. Motivation is what moves people, the driving force behind all human behaviour. It is also defined as the state of drive or arousal that impels behaviour toward a goal object (Mittal, S. 2004). As the targeted consumer is not an individual but a commercial organisation, it is important that New Wave focus their marketing efforts on positive and rational motivation. It is the marketers’ opinion that the needs, wants or desires of the consumer will create goals and drive the motivation for the business and its individuals to take action. Furthermore, it is New Wave’s belief that the consumers decision making process is rational, whereby the business and the buying centre, will consider all alternatives and choose those that give them the greatest utility (Shiffmann). Due to the business-to-business nature of selling and marketing the E-Corp. Phone, the consumer will have multidimensional needs, which will consist of personal motivations, interpersonal relations and organisational constraints (Lambin). Kotler (2008)defined the marketing mix as the set of controllable marketing variables that the firm blends to produce the response it wants in the target market. In relation to the markets technological needs, New Wave will use the product variable within the mix to increase arousal and curiosity of the product through not only the physical capabilities (LCD screen, USB connectivity and touch screen keyboard), but also the styling, features and branding of the phone will play a crucial part in increasing competitive advantage and market positioning. As defined by Fill (1999), personality is, essentially, concerned with the inner properties of each individual, those characteristics that differentiate each of us. In order for the product to be successful, New Wave must understand how personality influences consumer behaviour, knowing this will allow the organisation to better segment and target those consumers who are more likely to respond positively to the E-Corp. Phone (Shiffman, 2008).Personality traits which are of the most relevance to the product are those customers who are likely to try new products, services of practices - known as Consumer Innovativeness and those consumers or organisations willing to switch brands to experience new and better alternatives – these customer are know as variety seeking consumers. Discuss theories... and traits In relation to the target market, the fact that New Wave will be marketing the product to business customers, means that the personality of the business customer needs be understood. The target market for New Wave is not simply the Managing Director, Executive Assistant or the information Technology’s Manager, in addition to their job titles, they have a personality that they bring to their role but also the role they play as a customer to New Wave (Mitta, S.2004). in addition to individual personalities, the corporate culture of a business has a significant bearing on the behaviours of individuals and departments. As the E-Corp. Phone is a state-of=the-art communication system, the marketing mix variables will need to reflect this in every facet of marketing communications in order to send a clear and concise message about not only the product but New Wave as an organisation. Finally the overall image of New Wave and the E-Corp. Phone will portray that of an Australian company, with an emphasise on design and quality, such which cannot be matched by the likes of (competitors), along with integrated marketing communications which present a unique, prestige and state of the art self image, which aims to closely correspond with those of the consumer.