Marketing Management Report: Consumer Satisfaction and Branding

This report provides a comprehensive overview of marketing management principles, focusing on consumer perceived value, total customer satisfaction, and the functions brands perform for a firm. It explores two basic approaches to measuring brand equity and analyzes how a loyal brand community supports the positioning and branding of a small business, using Echo Global Logistics as a case study. The report delves into key marketing terms, strategies, and their impact on business performance, emphasizing the importance of brand loyalty and effective branding in the marketplace. The conclusion highlights the significance of branding in enhancing business effectiveness and achieving long-term sustainability.

Marketing Management

Table of Contents
INTRODUCTION .........................................................................................................................1
MAIN BODY .................................................................................................................................1
What is consumer perceived value ?..........................................................................................1
Explain total customer satisfaction.............................................................................................1
What valuable functions can brands perform for a firm.............................................................2
two basic approaches to measuring brand equity........................................................................2
How does
a allegiant brand assemblage support the orienting and stigmatisation of a small business?....3
CONCLUSION................................................................................................................................3
References:.......................................................................................................................................3

INTRODUCTION
It is a process of managing the marketing factors, setting the objectives of an
enterprises, as well as organizing the plans step by step, taking decisions for the company
and executing them to get the maximum turn over by reaching the users requirements
(Kotler, and et., al., 2021). The major objective of marketing management is to attract new
buyers to raise the sales of goods. Various strategies are set to create that maximum users
get attracted to the company goods like showing advertising in multi media or digital
platform and organising a sales team that illustrate the goods. The essay is on small venture
Echo global logistics it is US based company. It was founded in 2005 its headquarter is in
Chicago. The essay will cover the concept of consumer perception for brand and their taste and
preferences.
MAIN BODY
What is consumer perceived value ?
It is an essential marketing term that impacts how marketing term that impacts how
marketing vocation advertise and valuation their goods. Constituent like convenience,
valuation and status can contributes to a users perception for a commodity. This word
attributes the success of a goods or services to the sensed value users assign to it. It
assumes that every client evaluates their goods to analyse if they meet their needs or wants,
then they equivalence that analysis to the valuation users are paying. Certain times valuing
can also impact representation worth. It is essential for echo logistics because marketing
concede can use the thoughts to assume how a users may see a goods. Through the assistance
of perceptive value the brand can increase the cost of services by discernment what their client
value most. For actioning this they do research just as gathering of details, trails and
feedbacks (Czinkota, ,and et., 2021).
Explain total customer satisfaction.
It is a business strategy which aimed towards ensuring that the total users learnings is
good, in instance to giving a quality good and services. This is specifically essential when
rivalry offer similar or crucial goods and services for same goods. Implementing client
satisfaction as a primary business goal can sometimes be expensive and hard. The consider
company echo logistics, offers a better supply chain management in order to attain total
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customer complacent. If user is treated well and has an whole affirmative learnings buying
the goods or services, it is based on its experiences with products or services, the objects of
percept is goal and the finished point is subjective. It is not only linked to its own
conditions (Deepak, . and Jeyakumar, 2019). customer satisfaction also analysed from the
price of the goods , there fore business sets the value of services on the basis of competitor
value or valuation of production services, and price effect the goods and services also it
impact the sales of services, if prices are high people will move to substitute , so brand must
take care of consumer buying aprroach, they must fix a price so that the people easily afford
the cost.
What valuable functions can brands perform for a firm
Brands acting a number of blue-chip features for company. A brand also offers the
company legal security for particular features or factors of the goods. The trade name could
be saved via registers trademarks ,production process can be saved through patents and
packaging can be secured by copyrights and proprietary designs. These intelligence property
rights ensure that the company can safely invest in the company and reap the advantages of
a valuable stock list. An echo logistics signs a several level of quality so that satisfied buyers
can easily select the goods again. Brand loyalty gives predictably and request for the
institution, and it makes to entry that creates hurdles to entry that makes it hard for others
establishment to enter in market property. Trueness also can alteration into users interests to
pay a high value. Form v\s functions applies in various areas also in marketing. The form
can also deliver the content in making concept and the characteristics without people even
going inside, this indicates that earlier features comes to the stories trends and fictions. In
the current era with many unused historic structures it is included as adaptive reuse to
renovate and provide a new reasons to the presented site, whereas not completely
removing its trends content. Function is for making a stability and shelter for business. Both
are important at there places as it helps in making the business more creative and assisting in
future also it helps in making the company competitive.
two basic approaches to measuring brand equity.
It is a set of inventory and liability linking to a brand that add to or subtract from it
value to the users and business, whereas, it is a pecuniary value added by the brand to the
goods. The additive attempt is driven by the individual users incremental options chance for
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the brand in examination to client choice. There are some approaches that is used to
criterion the brand equity.
1. Brand evaluation - it is evaluated by the understanding the whole value of the brand
as a divided monetary inventory, which can be considered on a business balance
sheet. It consist some factors that are cost value, market value and income value .
2. Brand strength - it is the power of he trade can be measured by emotional data. The
varied value the company has acquired in an individual mentality as an outcome of
various discipline over time. The consider company can gather this data utilizing user
survey and a series of evaluative quarry that access the linking preferences or
availability the users has for the company ((Hunt, and Madhavaram, 2020).
How does a allegiant brand assemblage support the orienting and stigmatisation of a small
business?
It is the positive association users attach to an individualist goods and services. Users who
exhibit brand loyalty are devoted to a goods and services, which is illustrated by their
reputation buyers despite rival efforts to carry them away. The echo logistics operate a many
techniques to make and manage brand commitment . They invest their marketing budgets on
contenting marked at the separation of the market that considers their hardcore users and like
minded person who can become honest uses for the company. It helps in making the small
business more effective and attractive. As well as it assist in making the firm more challenging.
It also teaches in improving brand image in the eyes of customer or impress the new ones to be
a loyal users (Abratt, and Bendixen, 2018).
CONCLUSION
It is concluded from above essay that branding is the part of marketing management thia
makes the company more effective and impressive so that business can more profit and long
term sustainability in marketplace. It is concluded in above report the menacing of brand loyalty
and it approaches for measuring it. After that it is concluded the brand positioing and how it
helps small business.
References:
Books and Journals
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Abratt, R. and Bendixen, M., 2018. Strategic marketing: Concepts and cases. Routledge.
Czinkota, M.R.,and et., 2021. Marketing Management: Past, Present and Future. Springer
Nature.
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Hunt, S.D. and Madhavaram, S., 2020. Adaptive marketing capabilities, dynamic capabilities,
and renewal competences: The “outside vs. inside” and “static vs. dynamic”
controversies in strategy. Industrial Marketing Management, 89, pp.129-139.
Kotler, P., and et., al., 2021. Marketing management: an Asian perspective.
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