EXAM Essay Example | Topics and Well Written Essays - 500 words

EXAM - Essay Example Since consumers are influential growth-producing investments, it becomes more imperative to change them to true patriotic fans (McKenna, 1991). This emphasizes the significance of marketing to gratify consumers and even please them and not just acquiring them. Arguably, research indicates that customer satisfaction leads to customer retention, increased future incomes and future promotion attributable to affirmative word-of-mouth (Vandermerwe, 2004). For this reason, organizations can create and retain customers through customer satisfaction. The organization can attain customer satisfaction be through a great customer emotional experience (Vandermerwe, 2004). A powerful product branding makes a product stand out. It is the product brand that assists the product to weigh down the other products in the market (Mullins & Walker, 2009). Saxonville Sausages is a prime example of how effective branding and market entry strategies allowed it to position its products in the market (Moore, 2007). They had targeted family and homemakers who relished home cooked food. The advertisements showed women using Saxonville sausages to make different dishes and enjoying it with family (Moore, 2007). Thus it was able to create a niche market position. Through right positioning, it was able to revive its declining profits (Mullins & Walker, 2009). Mountain Man brewery case, on the other hand emphasizes the need for new product to meet the challenges of time (Abelli, 2007). Mountain Man is an established brand of lager with regional specialty that primarily caters to the niche market of coal miners. Its brand equity is associated with long history of coal mining and has a loyal customer base which now is elderly populace (Abelli, 2007). The new light beer would meet the tastes of young generation but fears that it could threaten its brand equity (Abelli, 2007). But this is a risk which the firm must take to maintain its competitive advantage in the