Wednesday, May 22, 2019

A Framework for Marketing Image Management Review

A Framework for Marketing stunt man Management Review Organization Image Management Prepared by Nur Amirah Bt Sarudian806421 A Framework for Marketing Image Management This paper focusinging on comp alls marketing plan which allow in consequently, certain agents, offerings, and publics. It is important to each familiarity to make customers impression of an organization. The findings of this paper show that only a systematic fire ordain yield customful and accurate instruction that a company can translate into action.Image is very important to an organization where it can described as a sum of beliefs, attitudes, and impressions that a person or group has an object. The object either is company, product, brand, place, or person. A company has many an(prenominal) mental pictures which is depending upon the specific object cosmos studied, the public assessed and other conditions that related with forms. Every organization has a incarnate range of mountains, whether it w ants one or not. When properly designed and managed, the corporal image will accurately reflect the level of the organizations commitment to quality, excellence and traffichips.The relationships with its various constituents including current and potential customers, employees and future staff, competitors, partners, governing bodies, and the general public at large. As a result, the corporate image is a critical concern for all(prenominal) organization, one deserving the same attention and commitment by senior management as any other vital issue. A companys image is a dynamic and profound affirmation of the nature, culture and structure of an organization. This applies equally to corporations, channeles, government entities, and non-profit organizations.The corporate image communicates the organizations mission, the professionalism of its leadership, the caliber of its employees and its roles within the marketing environment or political landscape. All tend to have a unique ima ge, an image that is partially regard and partially accidental, partially self- attaind and partially exogenous. The companys image or in addition known as a corporate image is important to every company because the raw materials into a tangible product, machinery use to make products or product inventory. It refers to how a company is perceived.It also a generally accepted image of what a company stands for. Typically, a companys image is designed to be appealing to the public, so that the company can spark an interest among consumers, create share of mind, generate brand equity, and thus facilitate product sales. A companys image is not solely created by the company. Other contributors to a companys image could include news media, journalists, environmental organizations, labor unions and other Non-Government Organizations (NGO). The negative reputation is correlates with negative performance.If this happened, the company needs to direct communication as a public relations depar tment to correct the mis experience. In general, the company needs to make better its performance and sometimes it needs to communicate its actual performance level more effectively. The image management process has four phases. It is use to make sure the process is feasible, affordable which is low cost and repeatable. The phases are design, information collection, image gap depth psychology and lastly, image modification actions and introduce. Design phase is when company decided needs to track such as image factors, products, publics and location.Corporate marketing research department has a task of measuring and tracking image and also to hire research agencies, collect data, analyze results, and make recommendations. The example is marketing experts who use public relations and other forms of promotion to suggest a mental picture to the public. When built a design phase, the company determines the factors, offerings, publics, and appropriate competitors to track over time. T hen, the one-on-one interviews and focus group is using with considered the following the types of headsprings such as factors tracked like product, price, salesforce, channels, communications, service or support.This decision based on factors that most influence on the purchase decision. Then, study the offering are most important either a low market share or large revenue contributions. later on the offering, company should know the unlike publics for three types of consumer buying decisions. Decisions in type, geographical location and other factors have to decide by company. It will focusing on the term or the mission which has been decided. Every each steps company takes, it should decide who the relevant competitors are. It includes the major competitors and matched alternatives in customer nd distributors perception. Lastly, the question needs to think is how often the specified images be tracked. Image tracking is costly, company will try to perform a cost-benefits analys is to limit the deed of portions, competitors, and public examined in the quantitative phase which is obtained from the design phase. The information that company needs is qualitative vizor of the importance of the factors in buying decision, qualitative measure of the key competitors, and qualitative research for each of the purchasers and users including in salient publics.This will avoids the possibility of a misdirected image measurement that leads to develop hypotheses to be tested in the quantitative phase. Second, data collection phase is dispassionate by telephone surveys. Using telephone survey has several advantages and also disadvantages. The advantages is over mailed questionnaires. The information or data can be obtained faster. It also make the interviewer can clarify the questions that been asking. While the disadvantages using telephone survey is when the questionnaire is long or complex. The dandy action is personal interviews to collect the long or complex dat a from the surveys.Third, the image gap analysis phase is when the marketing research department summarizes and analyzes the collected data, and graphically portrays the results. The image is portrayed on a set of bipolar scales. Each scales runs from one to five (poor to excellent). It has two profiles plotted over the scales which represent many different comparisons. The comparisons is two publics views, two time periods, the company and its major competitor, two products and lastly the actual image and want image. The collecting image data have to indicate the importance of each attribute.There is two methods to analysis data. First, the direct method includes asking the respondent to simply rank the attributes by distributing a constant sum of points over the attributes. Using rating scale also can be use in direct method. Second, the indirect method is obtained from the data using a regression or conjoint methodology. Company needs to achieve a high image rating on each attr ibute that is highly important to its target public. If company image is not making the best possible first impression, it really could be losing thousands of dollars, as prospects flit absent to ompanies they perceive as the better company. It means, the company will lose sales to its competitors. Then, it also make company overspend on an attribute of low or less importance to the customer which not needs it. The best things to do is devote resources to the various factor which is important to the target market. The factor is usually near the public and the offerings example like excellent services, customer support, product and sales force and communications quality. The communication quality is like using brochures, advertisements, product packages and business cards that reflect companys image.For example, a childrens party planning service might create materials using bright colors and cheery images that regard fun and youthful. Four, all the analysis before show that the i mage modification actions and tracking phase is a picture of the companys major strengths and weakness as perceived by respondents. Company have to develops plan to modify any of its attribute rests include competitors standings on same attributes. Then, the firms standing in each quadrant has different ramifications for management action.It also acknowledged that ever-changing the perceived attribute importance is usually more difficult than changing the perceived attribute rating. When management identifies more than one image gaps either it real gaps or perception gaps, they need to be prioritized. They have to consider the five questions about the gaps. The gaps questions is the gaps influence buyer behavior, best strategy to close the gap, costs and benefits of closing gap, time to close the gap and the better to change importance ratings or attribute ratings.All the specifying strategies to close image gaps must have cost-benefit analysis which includes potential competitor responses. The cost-benefits are include the resources and time in improving image perception of a particular factor or attribute if competitors can close the image gap rapidly and at low cost. Closing a different image gap may reduce the possibility of competitive countermoves and result in advantageous niche positioning. After answering the question above, management will be in good positions to prepare a sound image modification strategy.Management can track the marketing image has improved in the desired direction after the action plans are implanted. Corporate image management or company image management is one of the most potent marketing and management tools to use in ensuring the viable execution of the corporate vision. It provides one of the most powerful strategic marketing weapons available in the corporate arsenal. It also process the highest level of functional control of the organization. Progressive company leaders will drive their organizations forward in victory in todays and tomorrow marketing, use management and marketing discipline.The underlining principle of the discipline is touches the customer attention to make sure they perceives company image. This fundamental perception will be the major factor that determines whether the customer will decide to conduct business with the company and the important things is enter into a long-term and mutually rewarding relationship with company. The image tracking system that used in company will used as an early warning system to identify the future and the present shits in the companys competitive performance to be excellent organization.There greater marketing issue is corporate image management which is in growing higher competitive markets. The corporate image management will be a key marketing discipline well into the next century. Management have to determines the strength and the factors that improve its image or product with image gaps. Nowadays, the important things for winning and maintai ning customer relationships now takes place in the minds, emotions and perceptions of the customers for the companys marketing image.

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