Exploring the Marketing Mix Essay Example | Topics and Well Written Essays - 5000 words

Exploring the Marketing Mix - turn out ExampleI feel that the consumer perceptions of brands and their attitudes toward soaked brands is the core element of this lecture, as it all boils down to pass judgment out consumer preferences and what consumers actually expect and how they behave (Brassington & Pettitt, 2003). The reason I prefer this part is that it also throws swingy on the bet practises to win a customer, from a companys or a manufacturing businesss perspective.All the arguments in the lecture lead to the fact that brands affect the buying behaviour of consumers to a great extent. A classic lawsuit of this is the choice between diet coke and diet pepsi. As a consumer, I have always preferent diet coke over diet pepsi. notwithstanding I was amazed to find that various tests have actually proved that the quality of diet pepsi to be better than diet coke. But still, diet coke leads the market as the most preferred alcoholism in the diet colas segment (De Chernatony & McDonald, 1998). When the drinks were tested with two matched sample of consumers, the first blind (brands were concealed) group preferred diet pepsi. However, when the same test was carried out in an open (brand identities were shown) group, they preferred diet coke (De Chernatony & McDonald, 1998).This example indicates that strong brands are important to both companies and consumers. Though product qualities and prices are given great importance, strong brand overrules all these elements, and can influence the decision making process of the consumers to a much great extent. Hence distinctive brand identity is the most important element in creating a undefeated and strong brand (Jobber, 2004). It is evident that a successful brand should win consumer trust and should add survey to the companies and positively affect the customer perceptions of the brand. Consumers also gain, as strong brands assure them of the quality of the products and act as a certification.The formula put f orth by Doyle (1998) states that a successful brand is a