Nobody downloaded yet

Buyer's Attitude & Marketing Strategies - Essay Example

Comments (0) Cite this document
Buyers’ Attitude & Marketing Strategies Customer Inserts His/Her Name Customer Inserts Grade Course Customer Inserts 21st April, 2012 Introduction Relationships between product and nationality, in buyers’ evaluations, were first studied with respect to the “made in” label…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER95.6% of users find it useful
Buyers Attitude & Marketing Strategies
Read TextPreview

Extract of sample
"Buyer's Attitude & Marketing Strategies"

Download file to see previous pages Country of origin (CoO) cues influence the buyer’s purchasing behaviour. This is recognized in the cognitive mediation process. It is based on the argument that beliefs about a product’s features or attributes are directly influenced by the product’s country of origin information. These influenced beliefs mediate changes in attitude toward the product. Strategically speaking, the country of origin cues is used to promote the products of one country in another. Japan literally spent billions of dollars in the United States to overcome the poor image that its products had in the United States after World War II. Although total Japanese success cannot possibly be attributed to successful of country of origin cues, they certainly played an important role. In fact, the cues or their variations are still playing a critical role in Japan’s success in United States Markets. Managing Country of Origin Perception Buyer attitudes toward certain countries can change, and this has important implications for global competitors. Both Japan and South Korea saw their products rise in esteem over a relatively short period of time. Now Japanese products score higher than U.S. or German products in some countries, including China and Saudi Arabia (Onkvisit, 2005). In recent years, a number of countries, including Portugal, Estonia, and Poland, have employed branding experts to help them project a better image. Finland even undertook a campaign to enhance its image as a center of high tech innovation, hoping that a better national image would help its high-tech companies in the U.S market. But countries must realize branding is more than hype, it must be backed by reality. Consequently, major changes in country brand image can take 20 years to achieve (Czinkota, 2007). Firms that suffer from a negative country of origin commonly settle for lower prices to offset perceptions of lower quality. However, there are a number of strategies that can improve buyer perception of the quality of products that suffer from a negative country of origin effect; A negative country of origin bias may be offset by using a channel that distributes already accepted complementary goods. Communication, marketing and persistence can eventually pay off. Production may be moved to a country with a positive country of origin effect. If it’s too difficult, key parts can be sourced from such countries. The country of origin effect does extend further. For example, the stereotyping relates just as much too developed countries (Gilligan, 2004). For example, there are strong associations between countries and the products that they are known for: Italy and pizza and Germany and Machine tools. Overcoming these stereotypes is often the first challenge for international marketers who must prove that their product does not reinforce negative stereotypes. This is particularly important as customers become more knowledgeable (Cateora, 2002). For example, many new car buyers know where their can has been designed and manufactured as well as the country of origin of the brand. Increasing, of course, the MNE’s headquarters, the brands perceived home, the location of product design and places of manufacture may all be in different countries. Many MNE’s such as Nike are marketing, not manufacturing companies and source products from many countries (Muhlbacher, 2006). Their brand becomes the ‘badge of quality’ ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
(“Buyer's Attitude & Marketing Strategies Essay Example | Topics and Well Written Essays - 1250 words”, n.d.)
Retrieved from
(Buyer'S Attitude & Marketing Strategies Essay Example | Topics and Well Written Essays - 1250 Words)
“Buyer'S Attitude & Marketing Strategies Essay Example | Topics and Well Written Essays - 1250 Words”, n.d.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document
Marketing Strategies
This is due to the fact that the different elements of macro environment which include demographic, economic, technical, natural and political factors tends to affect the business organisations like Global Bikes by a significant level (University of London, n.d.).
11 Pages(2750 words)Essay
Comparison of Marketing Strategies
Comparison of Marketing Strategies Table of Contents Table of Contents 2 Overview of the Company 3 Service marketing mix for British Airways in UK’s and USA’s perspective 3 Product 4 Pricing 5 Promotion 6 Place 8 People 8 Process 9 Physical Evidence 9 Conclusion 10 Overview of the Company British Airways is located in Waterside, close to London Heathrow Airport in UK.
7 Pages(1750 words)Essay
Marketing Strategies Marketing Essay
The entire business community has stepped into the race of competition where the enterprises yearn for providing their customers with the unsurpassed and preeminent products and services in order to have an edge over their competitors. However, in this chase of competition, the approaches and methods with which the organisations loom or come within reach of their customers play a significant part.
8 Pages(2000 words)Essay
Marketing strategies
This is continuous change or trend in the macro business environment worldwide and its substantial impact on the marketing strategies developed by the organizations. This paper will specifically focus on the impact of this macro environmental change on the marketing strategies of South African organizations.
12 Pages(3000 words)Assignment
Marketing strategies
Australia has one of the highest car ownership levels in the world, an estimated one car to every two people. Despite a slight decline in 2001, the new car market in Australia has grown strongly following a subsequent surge in 2003.
6 Pages(1500 words)Essay
Marketing strategies
n ever due to factors such as vast amounts of information, interactivity capabilities, more competition and integration with the international marketplaces. There is a need now more than ever to utilize marketing strategies to find solutions. A company I’ve supported as a
3 Pages(750 words)Essay
Marketing Strategies
Starbucks truly dominates the specialist coffee shops sector, with the next largest brand, Doutor Coffee Shop, having a value share of less than 4%. Starbucks has two operating segments: company-operated retail and speciality. During 2006,
8 Pages(2000 words)Essay
Marketing Concepts & Strategies
Secondly, I will be progressing with my second degree and at the same time, I will have gained experience from the various programs I plan to undertake the internship program as well as the Management Trainee program immediately
2 Pages(500 words)Essay
Marketing Strategies
There are several characteristics of marketing strategies observed by Compass Company and its relations. Intangibility is the essence of providing customers with services than can neither be seen, smelt or tasted, in other words these are virtual services provided to the clients.
4 Pages(1000 words)Essay
Marketing strategies
Every organization has a goal to achieve in their target market and this is only achievable through implementing effective marketing strategies. In words by Kotler & Armstrong marketing strategies are based on profit expectations of an organization and the type of market an organization sets to satisfy (52).
12 Pages(3000 words)Essay
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Let us find you another Essay on topic Buyer's Attitude & Marketing Strategies for FREE!
logo footer
Contact us:
Contact Us Now
FREE Mobile Apps:
  • StudentShare App Store
  • StudentShare Google play
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • Miscellaneous
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us