CONTEMPORARY ISSUES IN MARKETING Essay Example | Topics and Well Written Essays - 2000 words

CONTEMPORARY ISSUES IN MARKETING - Essay Example h the technological advancements, the markets have also widened which makes marketing trickier as now there is a plethora of markets and every market has its own individual needs. Thus communicating with every market is different and requires the usage of different marketing tools. Clever combinations of these tools with the help of technology can increase sales manifold or mismanagement of these very tools can hamper sales. It is up to the firm how it wants to get their message across to the target market. However, Kim and Smith (2001, pp. 211-222) adds that incorporating technology has now become essential and every firm now needs to excel in it so that it can face competition globally. Toyota is adept at its marketing communications. This is because it has reached at the top as it is the biggest manufacturer and seller of cars in the world. However, as per Liker and Hoseus (2007) marketing communication have to be varied according to the market segment, their demographics and the economic factors etc. for instance when the firm marketed its car Yaris in the UK after their through market research they focused on women aged 25-50. Kotelnikov (2010) explains that they also relied on integrated marketing communications which means using several media together to get the brand message across to the target market. As per Schrage (2010) they had a pre launch gathering where , then trained the dealers regarding the message, developed personal relations with the media and then after the launch communicated their product to the target market with the same message. The result is that the message stays with the consumers for a longer time. A sales promotion is something that the firm doesn’t focus much on because of the product type. They do have regional sales promotions where they sell different models at a discounted price. This is however limited argue Liker and Hoseus (2007) due to the taxes involved in different countries which affect the prices. To increase the