Marketing Leadership Report: Kiwi Product and Consumer Behavior

This report delves into the marketing leadership strategies employed by the Kiwi experience, examining various facets of consumer behavior and product considerations. It begins by outlining the steps consumers take when purchasing a product, emphasizing the role of cost-benefit analysis and exp...Read More

Running head: MARKETING LEADERSHIP
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MARKETING LEADERSHIP
Marketing Leadership
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MARKETING LEADERSHIP
QN 1
Discuss based on the kiwi experience the first time zone highlighting the steps one may
take in buying a product or not. Also elaborate how consumer satisfaction is influenced
by expectations.
Purchase behavior can be defined as the process in which a consumer will search,
estimate and finally select a product that he or she may desire. In order to do this the
consumer will try to do a cost-benefit analysis in which he will evaluate on both the positive
and negative qualities of the product before the purchase of the same can proceed. The
decision on cost benefit analysis will be made based on the consumer personal or cultural
values, the cost and time involved and also the consumption qualities (Barry, & Gironda,
2017).
Once a consumer has decided to proceed with purchase, he considers a product which
may best satisfy his needs. This is done based on past experiences or even advertisements that
may be running at that particular time.
Consumer expectation is a very critical component as it forms the basis upon which
the consumer may decide to go with a certain product. The quality and the satisfaction that
the consumer expects to derive from the product forms the basis of loyalty and trust towards
it. Once a consumer has decided to proceed with purchase, he considers a product which may
best satisfy his needs. This is done based on past experiences or even advertisements that may
be running at that particular time. Strategic places for selling and advertising create more
social awareness for the product. The more the product is seen in the market the better the
availability.
QN 2

MARKETING LEADERSHIP
Discuss your knowledge of the total product with reference to relevant example.
The consumer expects to receive a certain product in exchange for his cash. Thus the
consumer of kiwi will expect certain standards of the product which may include fair prices
or availability of the product for him to be satisfied.
Also the organisation may want to exceed customer expectations or satisfaction by
adding a certain quality to their product. This is known as product augmentation. The
consumer in the end gets more than what he expected which leaves him even more satisfied
(Boddy, & Croft, 2016).
Every product has it core purpose which it was intended to serve to the consumers. The
totality of the product can only be achieved if this is fulfilled and the consumer is
satisfied.Product consideration is equally important as it helps the organisation to fully
understand what exactly they are offering to the consumers (Elder, 2016). This may assist
also in communicating to the consumers the unique values they will be getting in the process
of consuming the product. This may assist also in communicating to the consumers the
unique values they will be getting in the process of consuming the product. This is known as
product augmentation. The consumer in the end gets more than what he expected which
leaves him even more satisfied. For kiwi, its market experience is bigger and has outlived
many other products in the market. A better service or a good overall service keeps on
attracting more and more customers.

MARKETING LEADERSHIP
Qn 3
Highlight six product considerations and from a market practitioner view elaborate its
implications.
Product value
For a consumer who is willing to pay maximum price to acquire a certain product, then that
product must provide maximum benefit to the consumer. A marketing practitioner should
consider the ideas of the product, its positioning as well as its uniqueness ( Copulsky,
Bergstrom, & Simone, 2016)
Product desirability
This is the frequency in which the product is sought in the market. This is based on the
satisfaction that the consumer gets and thus a market practitioner should consider what the
consumer needs when engaging the product.
Product Uniqueness
This is basically how a product differs from the rest. Here the marketing manager should look
into how best to differentiate the product from the competitors in order to attract more
customers.
Product mix
It is very critical for the marketing manager to take into account the ever changing needs of
the consumers and thus offer a range of products to keep them satisfied. This may assist also
in communicating to the consumers the unique values they will be getting in the process of
consuming the product

MARKETING LEADERSHIP
Product positioning
This is the forming of a market position for the organisation. A marketing manager should be
able to match the needs of the product with the intended market.
Utilitarian/hedonic value
An organisation may place a value on the product of being either practical or functional or in
other circumstance whether it can service its needs. The marketing manager should be able to
identify which value the product offers in order to satisfy the right market (Hughes, et
al,2018).
Qn 4
List and rank in order of importance the product components found in the kiwi product
while explaining your decision.
Service
This is the most important component. The service that a product gives the consumers
determines whether or not they will engage the product. The quality and the satisfaction that
the consumer expects to derive from the service forms the basis of loyalty and trust towards
it.
Experience
Experience of the product in the market is also important as consumers tend to go with
experience when choosing a product. The higher the experience or the longer the experience,
the better the product is placed to be long lasting in the market..
Ideas

MARKETING LEADERSHIP
The ideas that are attached to the product helps the consumers in understanding the logic
behind the product and this influences their decisions on purchase.
People
Engaging people who might have had an experience with the product also determines the
performance of the product in the market (Luu, 2019).. Conducting research on market
standards and ratings for the market is necessary so as to make improvements on the areas of
weaknesses and to improve the overall perception of the product in the market.
Place
There are certain key strategic places upon which the product can be advertised in order to
attract more consumers. Thus it is also a key component of the product. (O’Keeffe, Ozuem,
& Lancaster, 2016).
Goods
In some cases the service quality provided by the product brings out more satisfaction than
actual transfer of the product and thus it ranks the lowest of all the components. (Renz, 2016).

MARKETING LEADERSHIP
References
Barry, J. M., & Gironda, J. T. (2017). Operationalizing thought leadership for online B2B
marketing. Industrial Marketing Management, 1-22.
Boddy, C. R., & Croft, R. (2016). Marketing in a time of toxic leadership. Qualitative Market Research:
An International Journal, 19(1), 44-64.
Copulsky, J., Bergstrom, A., & Simone, M. (2016). One tweak at a time: How analytics improved our
content marketing. Applied Marketing Analytics, 2(3), 201-212.
Elder, E. (2016). Marketing leadership in government: communicating responsiveness, leadership and
credibility. Springer.
Hughes, T., Stone, M., Aravopoulou, E., Tiu Wright, L., & Machtynger, L. (2018). Academic research
into marketing: Many publications, but little impact?. Cogent Business & Management, 5(1),
1516108.
Luu, T. T. (2019). CSR and customer value co-creation behavior: the moderation mechanisms of servant
leadership and relationship marketing orientation. Journal of Business Ethics, 155(2), 379-
398.
O’Keeffe, A., Ozuem, W., & Lancaster, G. (2016). Leadership marketing: an exploratory study. Journal
of Strategic Marketing, 24(5), 418-443.
Renz, D. O. (2016). The Jossey-Bass handbook of nonprofit leadership and management. John Wiley &
Sons.