Marketing: Increasing Customer Loyalty the Essay

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This information is necessary to presenting order to offer a clear set of data to potential buyers. Then, there is the second set of data, which appeals to consumer emotions. Owning the new Maserati car empowers the individual, offers him prestige and makes a fashion statement.

Another feature integrant to the market positioning plan would revolve around the limited number of automobile manufactured and sold. The fact that the car is only available within given restrictions makes it more interesting and desirable to the consumer. The fact that only few people will be able to own the car -- and that the potential buyer has the ability to become one of these few people -- further increased the interest in the Maserati vehicle. In other words, the company should promote the idea that the new car is a unique one and that the owner of such a product could also be associated with uniqueness and prestige.

Relative to the limited financial resources, the product placement and promotion strategies would incorporate the traditional commercials and advertisements on radio, television, radio and the street. Additionally, less costly but highly successful opportunities are presented by interviews and articles featured in specialty magazines and journals. Telemarketing could also be used and it would revolve around the calling of the already existent customers, who are wealthy and passionate about luxury cars (Wilkinson, 2009).

4. Consumers' Role in Consumption Choices

The traditional view is that the customer is an independent being and that his purchasing choices are entirely based on his personal preferences, experience with a given product, necessity of that product and so on. James Twitchell (2002) however argues the opposite.

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The first signs that he disagrees with the traditional view are obvious in the title of his article, Needing the Unnecessary, which implies that the buyers will be convinced by manufacturers and retailers that they in fact need stuff of no real utility to them and that this process will finalize with purchases that reveal that the customer is not as independent as initially thought.

Twitchell argues that high levels of consumption are nowadays the determinants of wealth and that "you are not what you make, but what you consume." He states that producers and manufacturers have implemented a wide series of marketing strategies that convinced the population they ought to buy things in order to show them off, to prove their economic worth and their social position through the acquisitions they made, regardless of the actual utility these items had or did not have. Luxury, premier, brands, all are an integrant part of the American culture, of the contemporary way of being and no matter how mundane and frivolous certain purchase might be, they are ongoing through sustained support from the business community. The national economy in the United States was built on consumption. After the WWII, the Congress decided to promote consumption as a means of overcoming economic impediments and reviving production. The model however got out of hand, and has transformed into a system in which consumers will purchase any items they are presented with, and their power to decide is extremely reduced. Business and marketing strategies, alongside with social and peer pressure were the main generators of this situation......

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