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Essay / Research Paper Abstract
This 10 page paper looks at how marketing sells perspectives rather than products and the role that integrated marketing communication plays in the creation of the consumer perspective. The paper looks at the role of integrated marketing communication and demonstrated how it takes place to create the desire impression and associations with a brand. The paper illustrates all points with examples to demonstrate their real life application. The bibliography cites 15 sources.
Page Count:
10 pages (~225 words per page)
File: TS14_TEmarperct.rtf
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Unformatted sample text from the term paper:
consumer does not buy the goods, but the benefits the goods bring, for example a drill is bought for its ability to make holes, not as a drill, just as
a meal is bought to satisfy a hunger or to meet needs such as social requirements. The way that the product is bought therefore depends on the benefits it can
bring (Kotler, 2003). With the models of purchasing that take pace it is apparent that the benefits may be interpreted different by different customers, therefore it is the perception
that is important. The result of this is that the marketing is not a battle of products but a battle of perceptions. There are many examples we can use
to indicate the role of perception and the value that this helps to attach to a product and we will use a simple example here with figures as the student
has asked for an example. One of the best is that of the market for cosmetics in the United States. This was not a brand new product, but one
that was seeing growth. The market in 1909 had the value of $141 million compared to only $14.2 million in 1900 (Peiss, 1998). The increase in put down to an
increase in the perception of cosmetics due to the way advertising was taking place, aided by the increased literacy and consumer product awareness with the economic growth (Stearns, 1998). Today
there is a far more complex market, and there is the need to make use of integrated marketing communication to se how solid and longer lasting perceptions may be built.
According to the American Association of Advertising Agencies, IMC is "a concept of marketing communications planning that recognises the added value of a comprehensive plan" (Kotler, 2003). This means that
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