Introduction to Marketing Target Audience

Question: Discuss about the Introduction to Marketingfor Target Audience. Answer: What do Marketers do? The term marketing is a broad aspect, which encompasses a variety of activities (Hollensen 2015). It is considered as a vast field in which there is a coexistence of a large number of skills, areas and campaigns. The primary objective of marketing is to put the brand in the minds of the target customers in an effective way (Armstrong et al. 2014). Here lies the role of marketers. Marketers need to focus on a variety of activities such as setting goals, analysing the market competition, addressing the target audience, segmentation and creation of innovative marketing content (Baker 2014). Marketing techniques are recognised as a set of tools for the fulfilment of the marketing objectives within the specified target market. Marketing mix of an organisation helps in the formulation of effective marketing strategies, which would be helpful in the fulfilment of the organisational mission (Khan 2014). Products that are being offered are significant determinants of the marketing strategy of the company. Quality, size, colour, shape and others play a major role in deciding the marketing pitch. The prices of products are important factors in determining the perceived value of the products in the minds of the customers (Armstrong et al. 2014). Promotional element of the marketing mix decides the type of advertising campaigns that would be undertaken by the organisation. There are various forms of promotional tools such as sales promotions, public relations, advertisements and other specific offers (Khan 2014). A discount, early bird offer and buy one get one free offer needs t o be highlighted in the ad campaigns. The organisations should also determine the distribution mode through which the products or services would be delivered to the end customers (Armstrong et al. 2014). Consumer behaviour is considered as one of the significant aspects behind deciding successful marketing mix. According to Montano and Kasprzyk (2015, p. 112), the Theory of Reasoned Action discusses the pre-existing attitudes among the consumers that affect their decision making process. The crux of the theory emphasises on the fact that the customer's behaviours are driven by the intentions to get a particular outcome (Armstrong et al. 2014). The consumers act in their best interests. This theory believes in the fact that the specificity is a crucial part of the decision making process of the users (Khan 2014). A customer usually undertakes particular action when they have expectations of an accurate result. The customers do possess the ability to modify or change their mindset and decide on another course of action. This kind of behaviour influences the marketing activities of the company. As argued by Amos Holmes and Keneson (2014), the Hawkins Stern Impulse Buying theory concentrates on the fact that the basis of the consumer behaviour is rational action, which also discusses the impulse response of the customers. The marketers should understand the impulse behaviour of the target market and design their marketing campaigns accordingly. The marketers play an active role in analysing the conduct of the consumers and how they are involved in the decision making processes. This understanding makes the managers ready to make suitable marketing campaigns for their organisation. References Amos, C., Holmes, G.R. Keneson, W.C., 2014, A meta-analysis of consumer impulse buying.Journal of Retailing and Consumer Services,21(2), pp.86-97. Armstrong, G., Adam, S., Denize, S. Kotler, P., 2014,Principles of marketing. Pearson Australia. Baker, M.J., 2014,Marketing strategy and management. Palgrave Macmillan. Hollensen, S., 2015,Marketing management: A relationship approach. Pearson Education. Khan, M.T., 2014, The concept of'marketing mix'and its elements (a conceptual review paper).International journal of information, business and management,6(2), p.95. Montano, D.E. Kasprzyk, D., 2015. Theory of reasoned action, theory of planned behavior, and the integrated behavioral model.Health behavior: Theory, research and practice.