Question

Martin Incorporation was a company carrying on business in cosmetics and perfumes. It was not following the marketing concept and was catering to a target market which was using its products. In other words, it only concentrated on what it would make, and did not bother about changes in preferences of its target market. It was later joined by Mr. Ash, a marketing graduate who advised the company regarding the changing consumer preferences, and the changes that were necessary to be incorporated in the product. He emphasized upon the income factors and social factors only. He modernized the products to a great extent, and invested about 30 lakhs on new packing, etc. Even after six months of these changes brought about by him, the company did not seem to have a proportionate increase in sales. The assistant manager and the product manager were not very happy with the changes, and thought that although an effort has been made in the right direction, some important factors concerning consumer behavior had been neglected.
question
1) do u agree with the assistant and product manager and why? 2)what other factors if any could have been considered?​

Answer 1

Answer:

Yes, I agree with the product manager and assistant manager that efforts were made in the right direction, but many factors affecting consumer behaviour were ignored. The reasons being the following:1)The company was using the product concept of marketing which is out dated in today`s era as now producers manufacture products that match consumer`s demand, tastes and preferences. Therefore, Mr Ash should have focused on the Marketing concept to produce and market products accordingly

Answer 2

Answer:

Yes i agree with the assistant and product manager of Martin Incorporation.  others factors could have also be considered.

Explanation:

1) The assistant manager and product manager are right as Mr Ash focused  only on one aspect of marketing mix i.e the Product. Other aspects of Marketing mix that could have been considered in this case.

4Ps of Marketing mix include

• Product
• Place
• Promotion
• Place

2) Mr Ash focused only on income and social factors. Additional factors that also need attention are as follows:

• Psychological factors
• Economic/income factors
• Social factor
• Cultural factors

These are factors that influence consumer behavior. In this case Mr Ash focused only on income and social factor and ignored the rest.