Marketing Management of BMW Coursework Example | Topics and Well Written Essays - 2000 words

Marketing Management of BMW - Coursework Example This research is being carried out to evaluate and present marketing concepts and customer segmentation at BMW in Munich. At the next level, the use of appropriately customized techniques of customer segmentation has helped the organization to keep its customers loyal, a rather difficult target if taking into consideration the level of competition in a global automotive industry. Keeping organizational sales high is considered as a key priority for marketers worldwide. However, often, the responses of the public to the marketing techniques used by organizations are not the expected ones. Usually, the reason is the fact that these techniques are not aligned with the customers’ needs. It is proved that existing marketing strategies of BMW are similar to those used by most firms in the automotive industry; still, BMW has managed to create a unique brand image which, combined with marketing techniques for securing customer loyalty, has offered to the organization a significant adv antage towards its competitors. Meeting the customers’ needs is a key role of marketing. These needs are also described through the terms wants and demands. These three terms have the similar role: to show the willingness of customers to acquire a product/ service. According to Stokes and Lomax the role of the three terms can be made clear through the following explanation: ‘in case that sufficient people want a product/ service then marketing has to match this demand with the supply of a product that meets this need’. This means that in the context of marketing the terms customers’ needs, wants and demands have the similar meaning; simply, each one of them reflects a different aspect of customers’ desire to acquire a product/ service. On the other hand, Doyle and Stern make the following distinguish in regard to the above terms: a need is something that it is absolutely necessary for covering basic human needs; food is such need. When the desire of a customer is made specific, then the term ‘want’ should be rather used. Asking for ‘a burger of a particular fast food brand is a want’

Literature review on a particular aspect of health psychology Essay

Literature review on a particular aspect of health psychology - Essay Example Another eating disorder emerged, however, towards the end of the 1970s, when there were reports of an increasing number of adolescents who indulged in overeating, followed immediately by induced vomiting. This disorder was first named ‘bulimarexia’ (Ibid), as it shared some similar features with those suffering from anorexia nervosa. It was in 1979 when the term ‘bulimia nervosa’ was introduced by a London psychiatrist, Professor Gerald Russell in a seminal paper which he published in the psychiatric journal Psychological Medicine (Abraham, 2008). Bulimia means ‘to eat like an ox† (Abraham, 2008). Professor Russell described 40% of his patients suffering from a clinical condition as that of ‘an ominous variant of anorexia nervosa†, a disorder he termed ‘bulimia nervosa’. He explained that these groups of people periodically went on eating binges, while at the same time adopted extreme measures like induced vomiting to prevent themselves from becoming fat (Abraham, 2008; Cooper, 2009). In his paper, he proposed three definitions for bulimia nervosa: 1) powerful and intractable urges to overeat; 2) attempts to avoid the ‘fattening’ effects of food by inducing vomiting, abusing purgatives, or both; and 3) a morbid fear of fatness (Cooper, 2009). His definitions set a trend over the next few years, as clinicians and researchers used them as guidelines in identifying people with bulimia nervosa. The criteria for recognizing the onset of the disorder, however, became the subject of much debate as to how widespread bulimia nervosa was. In 1994, the Diagnostic and Statistical Manual of Mental Disorders, 4th edition (DSM-IV), published by the American Psychiatric Association, provided some guidelines which has since then been widely accepted by mental health professionals (Schulherr, 2008). Some of these included episodes of binge-eating and purging, characterized by the person’s