Consumer marketing involves market analysis and selection of particular market targets. It is concerned with the provision of quality customer value and assessment of consumer behavior. Therefore, it requires a statistical interpretation of data to enable manufacturers to understand the needs of the consumer; hence, it seeks to satisfy both the needs of the consumer and the brand producers.
Consumer marketing has changed gradually over the years. This situation has compelled manufacturers to come up with strategic plans to ensure maximum profitability in their companies. The innovative plans that are executed by marketing teams provide crucial information that enhances the analysis of the prevailing marketing models. This article provides an overview of consumers’ affective and cognitive responses to products.
Goals and Purpose of the Research in Marketing
The research goals that are highlighted by the article ‘Making meaning: the fate of the consumer market’ purposely pertain to consumer history and the vital needs that relate to brand products and consumer needs (Barnham, 2014). The author posits that consumer marketing raises a need to understand the historical trends of marketing models and the roles that customers play throughout the cycle of consumer marketing.
Since the commencement of marketing, perhaps by the manufacturers of early 1950s, the main task of the brand producers has been to maintain appropriate product details to the customer without the involvement of the retailers who were regarded as ‘passive recipients.’ Nonetheless, this strategy failed to present the consumer with an opportunity to express their personal experiences about the manufacturer’s products.
It was exclusively the responsibility of the producers to determine the consumer needs on their own; hence, they sold their merchandise without an account of the consumer needs. The contributions that were made by the consumers in a bid to persuade the marketers to make certain product considerations were regarded obsolete.
However, there is always a need to ensure the participation of the customer. According to a series of previous studies that pertain to the evolution of consumer marketing, the consumer plays a key role in the advertisement process (Paul & Olson, 2009). The authors posit that there is a need to take into account the considerations of the consumer in the production process. Customers buy products because of desirability rather than to get attributes. Therefore, the perceived risks of early marketing strategies led to undesirable costs.
The article reveals that the early manufacturers of 1950s readily undermined the considerations of consumers in the production process. However, this attitude has gradually changed. Furthermore, Barnham (2014) reveals that consumer trends have greatly shifted. As a result, the role of the consumer in the marketing process has become significantly important. In the late twentieth century, consumers had the authority to regard and disregard products that were introduced in the market by the manufacturers.
According to Paul and Olson (2009), the consumers were endowed with an exclusive power to choose; hence, they played an active role in the process of product advertisement. The authors advance that consumer involvement in product advertising is usually a cognitive perception that is driven by profound interest guides their decisions towards the choice of particular products and brands.
However, in the last one and half decades, consumer roles have reversed. Consumers no longer assume active roles in advertising processes. Thus, the brand owner maintains and controls the advertisement of the products. This strategy was brought about by tracking, collection, and evaluation of scores of most of the manufacturing companies’ productivities and profit margins that were going down.
The situation led to the dismissal of the active roles of consumers in marketing strategies. The research seeks to show that the customer is not always right since they only think about the usefulness or uselessness of a product. This state of affairs is perceived to be a risky strategy for the future of marketing. Therefore, it is relevant for the brand owner to determine the marketing process (Barnham, 2014).
Description of the Method Used in the Research
Presumably, the interview method was primarily used for data collection. This method comprised a variety of structured questions to both the manufacturers and the esteemed customers in a bid get their points of view about consumer marketing.
This method enabled the researchers to draw conclusive perceptions of both the manufacturers and consumer roles in the marketing process. Another method that was used during the survey was a direct implementation of the consumer-oriented marketing strategy in a bid to evaluate the depth of productivity that was experienced during the period.
Analysis of Findings
The article reveals that market modeling has undergone gradual changes in the past century (Barnham, 2014). These changes are attributed to factors such as consumer needs and marketing strategies of manufacturers. The fact that marketing models have gradually changed since the early 1950s has changed the attitudes of manufacturers towards the prioritization of consumer views that served as the major determinants for product marketing.
However, Paul and Olson (2009) reveal that extensive research and collection of scores to evaluate the effectiveness of the consumer-based models showed that consumer involvement in product advertisement added insignificant value to the productivity of the company.
This evaluation is a clear indication that the decisions that are advanced by consumers are based on heuristics. This situation creates a series of decision plans that may or may not be of significance to business productivity. However, the revolution of consumer marketing reinstated manufacturer-managed marketing.
Although the article has made a great deal to explain the importance of adopting rigorous consumer marketing models, it fails to elucidate why major companies switched back to the producer-based models of marketing in the post-2000 period. The article explains advertisement tracking and pretest studies that focused on the collection of scores in an attempt to assess their performance.
The underperformance of some scores led to insufficient conclusions that suggested that consumer advertisement was not efficient because they did not form a part of product invention and design. However, the need to include the customer in the marketing process is essential for any business that is deemed to succeed (Paul & Olson, 2009).
It serves as a measure of sampling of different views that pertain to the product. This situation creates a compromise between the manufacturer-based and consumer-based marketing models that strikes a balance between the needs of both the manufacturers and the consumer.
The author concludes by relating the downfalls of most manufacturing companies to that of undermining the ‘creation of meaning’ concept that considers the participation of customers in marketing activities. It is true that modern business has adopted early consumer marketing methods that were applied in the past century.
However, there is an essence of various improvements in the marketing process that led to the reestablishment of the manufacturer-based marketing models. This situation is a clear indication that the mistakes of history to guarantee the future success of advertising. Nonetheless, some purchasing decisions often require expansive problem-seeking and problem-solving techniques balance between producer and consumer needs.
Barnham, C. (2014). Making meaning: the fate of the consumer in market research. International Journal of Market Research, 56(3), 279-81.
Paul, P., & Olson, J. (2009). Consumer Behavior and Marketing Strategy. New York: Mcgraw-Hill.