Introduction
Customer satisfaction from the purchase is the main guideline of modern companies, and, accordingly, all strategies and marketing complexes are aimed at increasing customer satisfaction. Thus, when buying any product, the client should experience the same feeling as when they saw the advertisement. However, in some cases, expectations are deceived, and the product does not correspond to the marketing mix, which leads to disappointment.
Analysis of a Dissatisfying Purchase Experience
Description of Experience
I recently bought a brand-new smartphone with a well-defined marketing mix. However, after a more detailed acquaintance with the product for several days, I found that some of its aspects did not correspond to the quality highlighted in the marketing mix. The purchase did not live up to expectations in that the quality of the pictures turned out to be much worse than it was shown in the advertisement. At the same time, my initial idea of the smartphone camera’s capabilities was formed due to a significant advertising campaign of this brand.
Recommended Adjustments to the Company’s Marketing Mix
The firm may be advised to develop its marketing mix further. For example, a company may focus on establishing better communication between the marketing and manufacturing departments. Such relationships between departments can improve the final advertising campaign without distorting the facts.
Marketing Strategy vs. Marketing Mix
At the same time, it is essential to distinguish between the company’s marketing mix and marketing strategy since the second concept is more general, and the mix describes specific advertising methods and tools (Rajavi et al., 2019). For example, a company’s strategic direction may be to reduce harmful emissions. At the same time, the marketing mix must ensure that this strategy is product-focused, low-priced, distributed, and promoted. At the same time, when entering a foreign market, a company must consider local specifics and competitors to adjust its marketing mix according to all the above parameters.
Conclusion
In conclusion, it should be noted that marketing is an integral part of organizational development and promotion of sales. In this regard, the marketing mix must be designed so that it does not arouse excessive customer expectations. The company should focus on objective parameters through internal coordination. This can positively impact the final emotions of customers after the purchase.
Reference
Rajavi, K., Kushwaha, T., & Steenkamp, J. B. E. (2019). In brands we trust? A multicategory, multicountry investigation of sensitivity of consumers’ trust in brands to marketing-mix activities. Journal of Consumer Research, 46(4), 651-670. Web.