Consumer Market and Consumer Buyer Behavior - Essay Example

Consumer Market and Consumer Buyer Behavior Over the years, marketing has attached strategic focus on consumer behavior towards product offerings. This essay focuses on marketing theories, principles and practices for the HTC Corporation and Apple. HTC Corporation was formerly High-Tech Computer Corporation. The company is based in Taiwan, where it develops smart-phones and tablets and is headquartered in New Taipei City. The firm began in 1997 with its focus on the design and equipment manufacturing and development of design for devices.

The technology adapted advanced products such as PDAs, mobile and touchscreen phones that operated on both Windows Mobile OS and Brew MP. According to Kotler & Armstrong (2010), the provisions allowed global marketing activities for mobile network operators. The company was willing to bring contract manufacturers on-board and develop customized products. On the other hand, Apple Inc. is Telecommunication Company with global dominance headquartered in Cupertino and incorporated in America. The company sells, develops, and designs online services, consumer electronics, computer software, and personal computers.

According to Estelami (2009), Apple is popular for the hardware products like iPad tablet computer, Mac computers, iPhone smartphone, and iPod media player. The firm provides online services such as App Store, iTunes Store, and iCloud. Apple’s consumer software is inclusive of operating systems such as iOS and OS X, the iTunes, and the Safari web browser and iWork creativity and iLife productivity suites. Apple has well-defined marketing policies aimed at enhancing customer values. The goal of such strategic focus includes an allowance for customers to generate confidence on the product profiles.

The release of new products brings in debates on the global telecommunication sector. Engraved marketing action plans are utilized in delivering solutions relating to the organizational objectives. The firm bears comprehensive range of models in marketing. Increment of promotions and sales comes from an emphasis on thorough research and development. According to Estelami (2009), outcomes are enablers of meets different customer preferences. The relevance of the Apple Company’s contribution includes increasing impacts of electronic media as well as social media networks’ command.

HTC and Apple monitor the marketing initiatives through constant measurement of campaigns ratings. Departments take corrective actions towards improving efficiency and effectiveness for procedural campaigns. According to Hugh (2012), one of the major threats to the industry is that the global financial crisis affects the customer’s ability to spend. Economic performance adversities affect most national economies across the globe. The impacts affect the different lifestyles and the buying behavior and propensity among consumers.

The situations focus on shifts towards the management of sales within the tariffs of major nations and regional preferential plans. Products sales within countries could be a low year by year because of different economic trends. Performance ratings in such a scenario connect with overall global financial crisis affecting local financial status for various countries. According to Hiebing Cooper & Wehrenberg (2011), national governments expect dragged economic recovery, and this negatively affects customers’ buying behavior.

Economic policies proceed to increase competition levels through performance expectations. HTC marketing plans work around customer buying behavior with extended reduction. The interest is spread across different nations in developing correspondent preferential tariffs. The company has reviewed its previously high prices on products attributed to detailed production costs as well as vendor inefficiencies. Extensive local markets’ possibilities are managed through the importation of communications devices.

According to Kotler & Armstrong (2010), HTC’s pricing strategies are focused on comparatively lower segments aimed at expounding the foreign manufacturers such as Apple and Samsung from protectionism policies. In addition, protectionist policies have attribution to stagnating performance of Apple. According to Fabbi (2011), the launch of product offerings by Apple, customer interaction can be attained through online interactions. Customers have a platform of registering on such online platform availed by the company.

The interactions present customers with more interactive programs that avail information based on public relation chats and question-answer quizzes. Chat encompasses customers presenting feedback about their experiences with company products. Different customers respond to the forms based on ordered payments and credit card payments. A critical competence among the companies is their ability to develop communications gadgets that satisfy their customers. According to Hugh (2012), diverse approaches are utile in meeting technological updates and sustaining the product profiles.

Another management focus is on the changes of customer preferences, requirements, and needs. Marketing strategies include production philosophies aimed at manufacturing right devices to fit markets of appropriate prices and regions. HTC is interested in implementing strategies that deliver right products to right markets at affordable prices. According to Estelami (2009), Apple has a concentrated marketing plan that strengthens its product portfolio and basic argument on multi-purpose and high-quality communications products.

Product lines include broader orientations for current lifestyle components. Both companies use requisite technology in addressing customer needs. HTC is mostly involved in the creation of an overall strategy to manage the company’s marketing performance. According to Kotler & Armstrong (2010), HTC achieves the major dynamic product objectives through ascertained portfolios. Strategies utilized by Apple do not illustrate critical differences between new strategy implementation and product types of unique designs.

The companies’ narrow management approaches for purposes of broadening market and growth bases. Outcomes are concentrated on profits and increased revenues. Product development at HTC has integral impacts in business development and management of other components of the business. Common elements of development are inclusive of promotion techniques, marketing strategies, and office procedures. The promotion strategies used at HTC vary on different market segments targeted. The methodology of word-of-mouth is common in subscribing for European market segments.

According to Fabbi (2011), the company lacks a direct procedure to advance marketing strategy and incorporation of different activities of advertising. Effective promotional activities address advertising, publicity, websites and pages, and direct marketing conducted through promotional elements. Deliberations on marketing strategies involve a deliberate concept of sales promotion at several communications. The focus ensures that there are available value-added incentives to Apple’s consumers.

According to Hiebing Cooper & Wehrenberg (2011), marketing attributes stimulate an increase in the sales of Apple products. Marketing representatives stimulate purchases and trials of Apple products. Major sales promotion items are applicable to Apple’s marketing through pull, push, and hybrid product channeling strategies. HTC segments its market share based on variables of demographic, behavioral, and geographical differences. Addition of new features on mobile phone products allows users to manage more information on their devices.

Such users enjoy the convenience of more features on the device at relatively affordable prices. The company offers solutions for users to enjoy internet access even under WiFi access. Apple’s value proposition goes past brand to focus on appropriate approaches to promoting its products. The concept includes focus on different conveniences on a single communication device that manages both entertainment and Internet access.ReferencesEstelami, H. (2009). Marketing Turnarounds: A Guide to Surviving Downturns and Rediscovering Growth.

New York: Dog Ear Publishing. Fabbi, M. (2011). Feeding the Marketing Plan with Innovation and Responsibility. New York: GRIN Verlag. Hiebing R., Cooper, S., & Wehrenberg, S. (2011). The Successful Marketing Plan: How to Create Dynamic, Results Oriented Marketing. New York: McGraw-Hill Professional. Hugh, D. (2012). Offensive Marketing. New York: Routledge.Kotler, P., Armstrong, G. M., (2010). Principles of Marketing. New York: Prentice Hall