The Marketing Strategy Of Nikon Company

In order for a company to decide what marketing program will work, the company needs to have an understanding of how consumers make decisions. Consumers are quite unpredictable. So what might have worked yesterday or today may not work tomorrow. Therefore the marketers need to constantly improve their understanding of consumers and their behavior and form that adapt their marketing strategies to the changes in consumer behavior.

Companies uses a blend of advertisement, public relations, personnel selling and direct marketing tools to communicate and persuade customers of value of product to them.

Communicate and sell products or services so that they effectively demonstrate value to the target market

Marketing is an integrated communications-based process through which individuals and communities are informed or persuaded that existing and newly-identified needs and wants may be satisfied by the products and services of others....

Reaching the target audience is a major factor to achieving company strategic objectives. Marketers are key to the organization’s strategic planning especially as they sit down to align marketing objectives

For businesses, identifying consumers -- and exposing them to a unique brand message as much as possible -- is an essential, basic marketing concept. The service educates potential clients by allowing attorneys to disseminate information over

Personal selling is an important marketing component. In the glossary of our textbook, personal selling is defined as “personal communication with an audience through paid personnel of an organization or it agents in such a way that the audience perceives the communicator’s organization as being the source of the message.” (Ingram, LaForge, Avila, Schwepker, Jr. & Williams, 2015). Personal selling is trying to communicate with or convince a potential customer, usually through face-to-face contact, that your service or product is the best product or service that can satisfy or meet his or her product or service needs. Some examples of personal selling include real estate agents, retail clerks, insurance agents, automobile salespersons, telephone

The following paper will outline the characteristics of an audience that I would need to consider if I was presenting a quarterly sales information meeting to a group of stakeholders, including managers, salespeople, and customers. I will discuss what communication channels would be appropriate for this meeting and what are some of the considerations that I need to keep in mind given the diversity of the audience attending the meeting. Then I will discuss how I would ensure that my message is effective to the group attending this meeting.

Sometimes it’s not so important that your product fits the exact needs of the segment you target; rather, it’s vital that customers perceive that you do, even if it’s not true. In order to achieve this, the proper amount of advertising and sending the appropriate message are both vital.

Write to customers in their terms and on their level so that the advertiser's sales message is more readily received.

Communication in marketing channels can serve as the process by which influential information is conveyed, shared decision making is encouraged, programs are created, power is put into effect and commitment and loyalty are built. Communication is the bond that holds together channels of distribution. Marketing communication builds awareness of a business, its products and the business’s position through customer interaction materials such as brochures, press releases, web sites and other forms of direct, indirect and interactive marketing. Marketing communication represents the “voice” of the brand and is one way to establish a dialogue and build relationships with consumers (Kotler & Keller, 2007, p. 279). Altadena Computer Company must have an in-depth understanding of the company’s target audience and the process of buying, selling, and communicating to customers.

The purpose if this paper is to define the market segmentation for digital camera. Especially focus on Nikon digital camera which is the chosen product in

consumers that our products are working and appealing to many in the market for a

“Marketing communication is an ever changing field. New theories, new techniques, cultural changes and technological advances all combine to create a dynamic environment within which marketers try to ensure that their messages get through to their target audiences” (Blythe, 2006, p.2). Fill (2005) argues that marketing communications is the way in which organisations reach their target audiences or it is an “audience-centred activity” (Fill, 2005, p.9).

The concept of marketing has evolved over time. Whilst in today’s business world “the customer is king”. In the past this was not the case, some businesses put factors other than the customer first. Product focused companies define themselves by their products. For example Kodak originally defined its self as being in the photo processing business. This definition impact the culture of the company in a way that hamstrings thinking and creates impediments for action. When the shift to digital cam Kodak resisted this because of the impact on its “products photo processing”.