The marketing research. Relations between manufacturers and consumers

    The marketing research.

    Relations between manufacturers and consumers. 

    Relations between manufacturers and consumers include many important and obligatory aspects of conducting the market policy. Construction of competent relations between two sides of the market will promote the conducting of rational trade relations. These questions will be disassembled in the allowed work. 

    The aim of manufacturer – to cover the costs and receive the greatest profit.

    But what does he have to do for it? We will try to structure the major points of tasks and actions about interaction and attraction of consumers.

    At first, we will start from advertizing.

    This course of manufacturer`s policy needs for increasing of the solvent public. But manufacturer`s can use as the standard as «prohibited» methods for more successful sale of goods or service. Sometimes they resort to an aggressive policy: using of animals, children or endorsement in the advertizing. And there are two ways of development: it can force increasing of buyers or it can push away them.

    The next point is dumping.

    Manufacturer has to research the possible competitive advantages. For studying of demand dumping allows to get and become stronger at the new market, that`s why it is good way of resolving the question about competitiveness.

    The long-term contractual agreements with the offtakers.

    There are: 

• Agency agreements;
• Agreements of the commissions;
• Services of brokers.

    The attraction of intermediaries in the form of trading networks.

    They have the target audience that gives the possibilities to involve new public and expand ways of sale. And of course, the manufacturer must position goods or service as high-quality and useful.   

    And what about consumers? What is their place in the market chain?

    The aim – to get goods or service, which can satisfy their requirements on low price. But if it could be possible, they would get it free of charge.

    That fact that today the consumer needs something more, than the quality product simply has already become obvious for many manufacturers. The companies aspire to build not only classical (functional) positioning of the brands today. Also they try to paint them emotionally. However the emotions connected with a brand are only declared on pages of glossy magazines and in TV-rollers often. As consumer experience of dialogue with a brand is beyond advertizing in mass-media and standard BTL-actions seldom, there are not so many persons to test the promised emotions in real life. As Kevin Roberts, the author of the lovemarks conception notices: «The advertizing agencies prove only at the end of product development that «to put» on it a thin layer of emotions. No wonder that advertisement makers aren`t respected. The thin layer of emotions – it isn't enough. Too little. We should struggle for love».

    It means that special relation with buyers will bring more active reaction and appear the favorable consequences for sales.

    At the ending, I want to say that construction of steady and benevolent relations with consumers by manufacturers is the way of correct cooperation, because the loyalty that was got by buyers warrants success.