How Ford Motor Company Utilises The Marketing Mix To Influence Essay

How Ford Motor Company Utilises The Marketing Mix To Influence Consumer Buying Behaviour - Essay Example Ford maintains one of the most recognised brands in the world, creating brand recognition with historical emphases on quality and innovation. Currently, Ford is positioned under quality, with marketing emphasis on product in the marketing mix, utilising integrated marketing communications to give consumers the perception of product excellence, superiority and performance. Fortunately, global consumers’ having a high level of awareness of the brand makes it more simplistic for Ford to work on higher order aspects of marketing to build loyalty to the brand without having to concentrate on building brand recognition. â€Å"Ford is producing cars that critics and consumers are raving about† (Ritson 2010, p.2). However, how is the company able to establish positive perceptions about the brand and satisfy consumers so effectively to create such frenzy? This paper seeks to provide an explanation for how Ford builds brand loyalty toward the Ford brand. Various models of consume r behaviour serve to provide the necessary answer to this question. 2. Hierarchy of effects A considerable volume of consumer shopping behaviours are controlled in the subconscious and are not driven by cognitive awareness. In most consumption scenarios, â€Å"consumers are unaware that they are driven by motives† (Blackwell, Miniard and Engel 2006, p.216). This can complicate the process of building brand connection with consumer segments as consumers cannot always provide rational statements as to why they prefer one product over another. Because of this unconscious processing of consumer segments, it becomes increasingly important for marketers to understand the factors that assist in creating attitudes about a brand and what influences consumers about what brands to purchase. With a large amount of consumption behaviours being driven by instinctive or involuntary judgments, marketers must understand the factors associated with memory and cognition to create relevant and accepted promotional campaigns that build a more positive brand reputa tion. Figure 1: Hierarchy of Effects Model Source: Pauley Creative (2013). Hierarchy of Effects Model. http://www.pauleycreative.co.uk/2010/10/social-product-marketing-for-product-manufacturers-in-the-construction-industry/ The Hierarchy of Effects model indicates that consumers first build awareness and knowledge of the brand. The model illustrates that consumers go through a structured process that dictates how the consumer ultimately responds to marketing communications and brand, which is based on what they feel, think and perform (Pomoni 2010). The model illustrates that knowledge leads to linking and brand preference, ultimately allowing marketers to reward consumers for having conviction (preference) for the brand

Hydraulic Fracturing (What is Fracking) Assignment

Hydraulic Fracturing (What is Fracking) - Assignment Example Firstly, is it really â€Å"a golden mine† for all? Payoff to the owners of lands where process starts â€Å"can be as little as $15 an acre or up to $6,000 an acre† (Vergano). That means only producing company wins. Secondly, whole district is changing because of fracking nearby. It becomes more industrial: technics, new buildings and factories appears. There’re can be as advantages (more new workplaces, business development, etc.) as disadvantages from such changes. Grass disappears; drill sound and heavy equipment appears, changing landscape extremely. And what can be good for one district’s infrastructure can be bad for another. Often farmers and landowners suffer because of fracking in the neighborhood. Producing oil and gas process not only frights animals and harms agribusiness, but also probably pollutes air and water, so influences badly on a farm production’s quality. But what’s most frightening, fracking’s damage to the environment isn’t still known for sure. There’s simply not enough information to tell what harm fracking brings into a general ecology situation and a local inhabitants’ health (Vergano). Naturally, a lot of people are worried about using a doubtful energy producing method. Recently, University of Taxes and Duke University studies reviled that most harm from fracking can be caused from spills and wells, drilled and constructed in the wrong way (Vergano). And besides air and water pollution, a big question is how this method influences on lithosphere. An idea of fracking is making cracks deeply in earth’s layers. How safe is that? To my mind, most reasonable is an opinion that for every different place and with every different company answer on question â€Å"to drill or not to drill† can be different. Such big oil and gas producing corporations like Halliburton or Shell usually