Marketing Essay Example | Topics and Well Written Essays - 2500 words - 21

Marketing - Essay Example In choosing a car, various decisions have been made as the customer progresses from one phase to the next. In pre-purchase for example, after the consumer has recognized a need in the form of a problem or an opportunity, the choice of where to look for information as regards the available alternatives to address the problem or opportunity is one of the decisions to be made. The choice of how much time and effort, i.e. her level of involvement in the decision, is also one of the decisions that she would make. She may look for information in the Internet, or she may decide to visit a car dealer to inquire about the product. After the consumer gathers enough information as regards her choices for the car models, the consumer will have to decide on what attributes she gives much emphasis, which will eventually constitute her criteria for the purchase decision. After she has determined her choice of brand,.she has to deal with smaller decisions such as the model of the car she would get, and the specifications. Sometimes, the choice of financing is part of the decision process, and could influence the purchase of one brand over the other. After she has made her choice based on her set of criteria, the next decision she has to make is how to place her order, i.e. the distribution channel. She can either choose to go to a nearby dealer, or place her order in the Internet if her chosen brands website has such an option available. The consumers last decision as regards the buying process would be an action that is prompted by her evaluation of the product. Her last decision will depend on the level of satisfaction or dissatisfaction concerning her purchase, i.e. advocacy, positive feedback, no action, positive feedback, or lawsuit for extreme cases. C. What kinds of benefits marketing managers get from the study of consumer behavior? In other words, identify any kinds of managerial implications which will be helpful for designing marketing strategies or

Management - Psychological Contract Essay Example | Topics and Well Written Essays - 2000 words

Management - Psychological Contract - Essay Example Most employers try to retain employees is through making promises. However, most of the promises made may not be achievable. This process through which organizations makes promises is termed as psychological contract (O'neill, Krivokapic-Skoko & Dowell, 2010). The case provided is a clear example of the psychological contract. Failing to meet the promises lead to a phenomenon that is called psychological contract breach. Psychological contract breach is a significant problem mainly because it fosters a belief within employees that the organization does not support them. It is a main obstacle facing the employees in most of the organization today (Chen, Tsui & Zhong, 2008). Psychological contracts are those perceptions that employees have on employer related to the training, promotion, or any other promise not explicitly recognized in formal contract. These forms of psychological contract are normally used by most of the employers to entice the employees into accepting the job being o ffered by the employer. Principally, under normal situation, the employer-employee relationship is expected that the employer offer compensation to the employee for the performance of the job duties. Chen, Tsui & Zhong (2008) describes the psychological contracts as mental templates that sum up the perceived promises that employees believe that the organization has made to them in exchange for their efforts on behalf of the organization. As mentioned above, psychological contracts are beneficial and useful to both the employer and employee. For the employer, psychological contract constitute the best way in which an organization can advertise for the job vacancies. Psychological contracts are used to attract the attention of the applicant and make them loyal to the company. For the side of employee, psychological contract becomes beneficial only if they are fulfilled (Tyagi & Agrawal, 2010). Psychological contract breach is a term used to describe the inability of the employer to fu lfill the psychological contracts or the promises that he or she made during the recruitment period. The case study is a typical example of psychological contract breach. This is because the employer did not fulfill what he had promised the recruited. Just as the case depicts, psychological contract breach results in reduced performance, negative attitudes and more importantly, withdrawal behaviors. The problems associated with the psychological contract breach pose particular concern for organizations (Bordia, Restubog & Tang, 2008). Fundamentally, most organization tries their best to fulfill their psychological contracts but a number of factors limit them from meeting this objective. These factors include downsizing, outsourcing and rapid change. Consequently, avoiding psychological contract breach is a difficult task for the current organizations. The case presented in the case study implies that employees had higher expectation form the company. However, as they starts working in the company, they realized that they are not getting what they expected. They found out that the kind of jobs or duties they are given are below their standards. They end up becoming psychologically tortured. They also loss confidence in the organization. As they plan to leave their job, they feel that they may not get another job. This means that these employees need to be advised on what they should