How Elements of the Marketing Mix Affect Consumers Choices - Essay Example

After the laptops have been manufactured, the marketers should make use of the available channels of distribution to avail them to the consumer. The price of the product measures the actual product’s value to consumers. Charging a high price for a particular type of laptop suggests the quality of the product and the status of the consumer who buys it. Price affects consumer choices, especially when the product is being introduced in a new target market. This is mainly because most consumers in this target market will make their choices based on the cost of the products. Finally, promotion entails the use of tools such as advertisement, personal selling, sales promotion and public relations that the marketer of a product uses when communicating the product’s benefits to the consumer with the aim of convincing them to buy the products they are offering in the target market (Tyagi and Arun 58). Marketers must clearly describe the features and specifications of the laptops they are selling in order to influence the consumers’ choices.

How Personal Motivations and Role Perceptions Differ Between Industrial Buyers and Consumers

Personal motivations and the role played by people’s perceptions vary from one person to another. This is because different people form different individual opinions regarding the stimuli they receive. People continuously receive messages through their five senses. Using these senses in stimulating the consumers to test the product makes one successful as a marketer. Personal motivation and perception have been identified as the most significant factors that can be used in influencing consumer buying behavior (Tyagi and Arun 87). The role of perception has been used in marketing in the realization of the views of the consumers with regards to the product they have been offered. Usually, the personal motivations of the consumers to buy a given product keep on decreasing. This is because most people wish to be perceived as being able to make their own choices. Marketers make use of the role of perceptions when targeting the need of the buyers and consumers. 

There are significant differences between the personal motivations and the role of perceptions between the industrial buyers and the consumers. These differences arise because an industrial buyer is one who makes a purchase transaction from the manufacturers of the products (Tyagi and Arun 172). A consumer is the ultimate user of the product or service. Due to the differences between these two parties, marketers should differentiate their marketing strategies to fit their diverse personal motivations and the role of perceptions.