Marketing Management: Loyalty and Integrated Marketing Channels

MARKETING MANAGEMENT

ASSESSMENT 2

INTRODUCTION

Marketing management can be defined as one of the most important components for any organisation, the main role of the market management is to manage all the market-oriented function of the organisation (Deepak and Jeyakumar, 2019). The market environment and the effective marketing strategies help the companies to develop an understanding of looking forward at the implementations of the marketing programs and how does it help in making effective decision-making strategies for the company intimating the commodity and facilities, pricing strategies, and other marketing mi functions.

The main purpose of this assignment is to gain an understanding of the importance of marketing management and examine the functions of marketing management in forming the organisation (Deepak and Jeyakumar, 2019). The learner has made an effort to describe the definition of business orientation using different methods and hypothesis. The student explored how business orientation affects the organization's strategic growth, execution and planning.

With the help of this assignment, the learner will be acquainted with the concept of the marketing and the various benefits that an organisation gains from it. The learner has chosen the secondary source to collect the information for this assignment.

QUESTION 1: IDENTIFY HOW MARKETING CAN CREATE LONG TERM LOYALTY TO AN ORGANISATION IN DIFFERENT MARKET CONTEXT AS DISCUSSED IN THIS CASE

Marketing loyalty is a tactic that allows your clients to do business again and again with your brand. These tactics typically include facilitating sales and building customer satisfaction but more in one minute. Loyalty marketing focuses on getting current and old clients back and maintaining initiatives and rewards, which is best for the brand.

Customers with the highest degree of satisfaction have defined brand loyalty that reflects a clear preference for one brand above all the other. In the suggested model, originating from Hirschman's exit-voice principle, two buildings and brand loyalty and consumer complaints e are viewed as consequences of customer satisfaction (Carrizo-Moreira et al., 2017). According to the theory, consumers can either leave (i.e. cease purchasing the brand) or articulate grievances when they're unhappy with an organisation. When consumers are happy, they expect to buy the product or the service again, leading to higher brand satisfaction and fewer grievances. Therefore, consumer retention is expected to affect brand loyalty positively and to have a negative impact on complaints from consumers.

The relationship between customer concerns and brand recognition

Landon describes the concern of a client as the representation of a competent party's disappointment on behalf of its clients. Customers evaluate grievances (reviews) throughout the aviation industry is of considerable significance to determine work engagement (Sundström and Hjelm-Lidholm, 2020). Thus, customer grievances are observed to have a significant influence on brand satisfaction.

Customer satisfaction model

Along with the analytical results of the current study, the customer satisfaction model will have some useful ideas. The theoretical strategy, composed of seven elements, has resulted in 14 hypotheses: the desire of consumers, corporate reputation, and level of service, the value perceived, consumer retention, client complaints and brand loyalty (Yang et al., 2017).

Corporate image:

Four theories surrounding business image have been found in the corporate image. The findings indicate that the corporate reputation is closely associated with consumer preferences, importance and customer impact (Yang et al., 2017). The results reveal that the literature notes that corporate reputation is a promising marketing tool in which new buyers are drawn, established clients retained and a corporation differentiated by rivals.

This study, by comparison, found an insignificant correlation between company image and brand loyalty (H4). It's not necessarily singular, but fascinating. This research is undertaken in the sense of the UAE and 44% of the surveyed are on a monthly income below AED 5000 (about $1367). The research has also been undertaken after the global economic crisis which may have affected the findings. This indicates, however, that the West's theories and paradigms cannot apply directly to the UAE context (Yang et al., 2017). The airlines can, however, actively protect and strengthen their reputation, because the customer's image essentially has precedents. The most promising communications tactic for recruiting potential and maintaining existing clients is a designed and well-managed corporate profile. Provision of quality support, graphic name recognition and mobilizing of public relations teams are strategies to improve corporate identities.

Perceived value:

This research has shown that consistency is considered to influence consumer loyalty directly. The perceived value is the general appraisal of a good by the customer based on the expectations of the obtained and the given goods and the basic cornerstone of all marketing practices. The airline shall formulate suitable marketing campaigns that encourage perceived value in the procurement of services, as value for clients directly relates to customer happiness, thus fostering loyalty to consumers (Yang et al., 2017). Loyal consumers typically raise the purchasing rate, buy-in volumes and discourage behavioural improvement.

Customer expectations:

The association between consumer preferences and service quality was found to be important. The service marketing relies primarily on the commitment and execution, while the promise generates consumer aspirations, the output delivery meets customer satisfaction (Yang et al., 2017). It is important to know first of all what they are in order to handle consumer expectations. The first move to continuously enabling passengers to see the high quality of services is therefore the control of passenger standards. The airline must ensure that it understands consumer preferences since excellence will be accomplished if customer expectations are exceeded. The association between consumer preferences and the perceived value was, however, found to be negligible. This could not be a surprising outcome though, as the association between consumer preferences and value perceived has been confirmed by studies.

Figure: The adjusted airline customer satisfaction model

Source: (Yang et al., 2017)

Service quality:

The findings indicate that the quality of service has direct impacts on consumer loyalty and perceived worth. The level of service is an important factor in relative worth, as seen in the literature. When consumers are presented with higher quality services, they see it as a good deal and are willing to pay a significant amount, since high quality leads to superior quality (Yang et al., 2017). In addition, delivering excellent customer loyalty service efficiency is a competitive weapon. In order to improve customer loyalty, the airline can also ensure superior service quality by resolving the six dimensions and continuity, reaction, assurance, observable, protection and safety and communications found in the current investigation.

Customer satisfaction:

The findings in this study suggest that consumer satisfaction with brand loyalty is indirect, supportive partnership. Customer loyalty is a primary driver of loyal consumers according to literature (Yang et al., 2017). This loyal consumer will create a strong mouth, buy more, buy more regularly, check out new goods made by the company and make real changes for the company. Airlines should ensure that customers are happy, because customer satisfactory conduct, which in turn will result in future sales and earnings for the company, is seen as affecting repurchase intentions.

QUESTION 2: ANALYZE HOW TARGET MARKETING USING INTEGRATED MARKET CHANNELS CAN DRIVE BUSINESS GROWTH AS DISCUSSED IN THE CASE BELOW

Integrated marketing is the method of organizing the multiple marketing chains to work together, usually via a strategic campaign, to sell your goods or services. Integrated marketing also helps to match the primary message of your brand through your marketing platforms and properties (Duralia, 2018).

Integrated marketing exists so that discrepancies can be minimized no matter if or where the consumer communicates with the company. The message you share in all these platforms is identical to multi-channels, only that synchronized marketing aligns.

Integrated marketing should not refer only to the inbound or internet marketing platforms, but also to conventional media channels (Duralia, 2018). We would analyse all of the integrated campaign examples below for conventional marketing platforms such as print, radio and television advertising.

Integrated Market Campaigns are effective

Integrated Market Channels can vary in their aims (e.g. transforming views, creating brand awareness, etc.), both can share one similar component: to coordinate the communications networks and present a cohesive front for marketing (Key and Czaplewski, 2017). If your markets are a player, consider the coach for running plays and helping the platforms to act as a single framework, not disparate, as your integrated marketing strategy.

In contrast to the individual channel promotions, it is much more effective to execute optimized marketing campaigns. For a variety of factors, coordinated marketing strategies have an impact:

• The audience is larger than the single advertisement platform.

• You can be seen on other platforms more quickly while keeping your brand up-to-date and getting guests closer to conversion.

• You create trust with tourists when you see a clear message on many platforms (Key. and Czaplewski, 2017).

• They save you money because assets can be re-shared for multiple distribution platforms and consumers can help you commercialize the product or service for you according to your campaign.

How to Build an Integrated Marketing Campaign

1. Set the ultimate aim for your initiative: You should therefore comprehend the target of the whole campaign in advance of considering which platforms will be part of the integrated marketing campaign (Turner, 2017).

2. Pick out your marketing platforms and set your targets: Now even though you acknowledge whatever you’re ultimate objective is, you hopefully have a clearer understanding of what platforms (if not all) will enable you to accomplish this goal (Turner, 2017).

3. Define your buyer personas by channel: The individual customer is targeting every marketing platform. Therefore, you need to identify your audience by medium instead of identifying a large individual for your campaign (Turner, 2017). Any overlapping is possible, so it is prudent to recognize specifically about whom you speak on every network and how you can configure these particular assets to be more effective.

4. Identify the administrators of the networks: You may have different employees (or whole teams) accountable for different platforms depending on the size of the marketing staff. You must specify who is directly responsible for making sure that your channel(s) is consistent with this campaign while operating a multi-channel promotion (Turner, 2017).

5. Create adaptable marketing assets and messaging: You have your promotional purpose, target demographic and marketing platforms at this stage. Now is the time to build the integrated content for a marketing campaign (Turner, 2017). Copywriting, graphic design and other artistic processes are at stake at this point.

6. Set up your schedule for lead selection: You should still be able to obtain leads whether you wish to gather leads or not. Since launching your campaign you don't want to abandon it like an afterthought. Think of how your guest will be turned to lead and ultimately clients, particularly though you're only trying to make your brand more conscious (Turner, 2017).

7. Launch the campaign, measure iterates it: Take what you get from any streamlined marketing strategy and add it to subsequent campaigns, as always. You will build and win an infinite loop of coordinated marketing strategies with the right policies, management and resources in place (Turner, 2017).

Integrated Marketing Strategies and Best Practices

There are some main tactics and best practices to be taken into consideration as you build your comprehensive marketing strategy (Camilleri, 2018). Here we have information and they are relevant irrespective of the newspapers, platforms or priorities you have selected.

Align Behind the Scenes: In essence for an integrated marketing strategy to be effectively adopted, you would not only have to pick marketing channel administrators and also interact on initiatives and promotions by all the marketing executives.

While not all coordinated marketing or promotional strategies must be available on all of the platforms, at least they can balance each other just to prevent a divided brand experience with clients (Camilleri, 2018).

Consider the Channel Transition: Integrated promotions collect traffic from multiple channels and relay sources such as Hot Potato sports (Camilleri, 2018). Think how every other marketing medium will first be viewed/experienced by travellers on their first trips, and secondly, on the other networks. Reckon how any platform will encourage others to transform.

Don’t Neglect the Small Overlaps: It is tempting to think individually about each platform and their respective media properties as you plan for launching your integrated marketing strategy (Camilleri, 2018). Yet the process of reasoning goes against the integral brand ethos fundamentally. Integrated marketing is available to eliminate the silos of conventional marketing and push a consistent campaign experience together.

CONCLUSION

In this assignment, we identified how marketing can create long term loyalty to an organisation in different market context as discussed in the case study and analysed how target marketing using integrated market channels can drive business growth. The learner has used various approaches and models to demonstrate the assignment in detail.

REFERENCES

Camilleri, M.A. (2018). Integrated marketing communications. In Travel marketing, tourism economics and the airline product (pp. 85-103). Springer, Cham.

Carrizo-Moreira, A., Freitas-da Silva, P.M. and Ferreira-Moutinho, V.M. (2017). The effects of brand experiences on quality, satisfaction and loyalty: an empirical study in the telecommunications multiple-play service market. Innovar, 27(64), pp.23-36.

Deepak, R.K.A. and Jeyakumar, S. (2019). Marketing management. Education Publishing.

Duralia, O. (2018). Integrated marketing communication and its impact on consumer behaviour. Studies in Business and Economics, 13(2), pp.92-102.

Key, T.M. and Czaplewski, A.J. (2017). Upstream social marketing strategy: An integrated marketing communications approach. Business Horizons, 60(3), pp.325-333.

Sundström, M. and Hjelm-Lidholm, S., (2020). Re-positioning customer loyalty in a fast-moving consumer goods market. Australasian Marketing Journal (AMJ), 28(1), pp.30-34.

Turner, P. (2017). Implementing integrated marketing communications (IMC) through major event ambassadors. European Journal of Marketing.

Yang, K.F., Yang, H.W., Chang, W.Y. and Chien, H.K. (2017), December. The effect of service quality among customer satisfaction, brand loyalty and brand image. In 2017 IEEE international conference on industrial engineering and engineering management (IEEM) (pp. 2286-2290). IEEE.