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SIBA SAIDI - 080712 TMA02 - B120 May 23rd 2009 Part (A) One day while sitting at my small house, I turned on my TV that I had for a long time now with its old model but it didn't work. It turned out that it was about time to buy a new one, and since I had cash at the time I had to make a purchase decision for a new TV. I looked at local newspaper for new TV's and came a cross two ads, one for Panasonic 26" for 350JD and the Samsung LCD 32" for 500JD. I looked for Samsung address showroom and went their. The moment I walked into the store I was astonished with the wide space, decorations, lightening, the LCD display fashion, and specially the welcoming staff working their. While surfing the showroom I noticed the variety and wide collection of LCD's and TV's soon a sales man greeted me and asked if he can help me, I expressed my wish of having a new TV with good price and specifications. He started showing me all kinds of TV and LCD's telling me about the differences in both products, quality of each ,prices, the availability of the spare parts and the installation possibility after sale so, I end up buying an LCD 26" of 300JD instead of a regular TV. Part (B) Using the Marketing Mix Concept with its four below described elements, you will be able to know the different approaches to pricing, the distributing channels and at least two of marketing communication elements. Product: Companies intent to launch new products that goes with the endless needs of consumers from big TV's with attractive shapes and colors to LCD's with high qualifications that consume little space in a room nevertheless its saves energy and environment friendly product. Price: Since the salesman provide me with details and the prices were almost attempting, I compared between TV and LCD prices after I focused on best benefit and less price (Rational Buyer behavior) I made a reasonable decision of having the LCD. Distribution: Samsung had branches and distributors all over the country and their choice of having one in down town was successful so, I had no problem going to the one near my home that saved me time and trouble. Marketing communication: here I have been introduced for the first time to the product via the advertisement and second time through their salesman that showed a great help with my inquiries in details of full information about the company and the product I was interested in, that it self helped with my purchase decision. Using the buying behavior process Stages concept for Kotler by steps: Need recognition→ Information search → Evaluating alternatives → Purchase decision → Post purchase behavior. A need was created when my old TV stopped working and I needed a TV, the motivation was developed for buying a new TV. While collecting information about the TV's I discovered the LCD's feature and started to pile information them. The next step was checking my alternatives of the brands collections (Panasonic or Samsung) holding the same specification and from the prices of the same brand (TV or LCD). The purchase decision came when I took a rational buying decision (good quality less price) and made the purchase order and since I have the cash I got my LCD. I asked about the after sale service and I was given a guarantee for 3 years and the number of the service centre for any repairs or replacement of defection that might occur in the future. Using the Micro Marketing Environment Concept where people and organizations are in direct contact with the business. These include customers, intermediaries, stakeholders, competitors, and suppliers. the existence of big showroom with its high technology used system inside the store and its suitable location and its easy tracked items in the halls of line product with these small direction signs, fair prices of product and the existence of modern product that goes along with different tastes of individuals reflected a strong will established company like Samsung with a desire of serving its customers in full aspects plus the after sale service quality they told me about and assured me of having the full cooperation in case required in the future.. Then it was the accuracy in information presented from sales representatives that closed the deal with me. The purchase order of the LCD in order to pay and get my item delivered. The credibility in price and product and commitment in delivery time was an advantage also the installation process that was quiet fast. Then came the quality of the product that I enjoyed every time I used my LCD at home, the clearance of the image and the perfect sound system. Part (C) Ethical Issues in Customer Relation Businesses have responsibilities towards their customers which come out to their own benefit when building a well trusted relationship with customers, being honest when serving your customer or even when promoting a product that the consumer will touch is more likely to result a satisfaction element to consumer that will eventually increase his buying power. Here, Samsung demonstrated responsibilities and loyalties in service and product as follows: 1. Knowledge of product's important information: The salesman had experience in technical aspects of the product that he didn't hesitate to talk about including the defo percent in the device, he also gave me brochures containing all kind of information I could use. 2. Safety standards: the screen is not made of glass but from little Plasma dots that reduces the effect of bad radiation. It also has a stand by mode that saves energy. 3. Warrantee: Honesty in ad reflected in field, they gave me a warrantee for 3 years. Part (D) The come outs for Marketers: - Continuous marketing research for customer needs and expectations and fulfill these constant demands. - Marketing man and the sales man should be always familiar with the product's important information and the market mix. - The importance in recognizing the difference between marketing the service and marketing for a product, like in my example, the company intention was not only to sell LCD but also focused on public service services starting the delivery and installation arrangement to the after sale service and service centers. - Study the consumer buying power in order to pinpoint fair prices to items that allows its segment to activate with it. - Must focus on the ethical issues of business and avoid dirty tricks or playing with prices or even misleading ads in order to have a healthy marketing environment and to give the customer the ultimate satisfaction he desire.
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