Marketing: Identifying, Anticipating & Satisfying Customer Needs - Essay Sample

Introduction

Marketing is the process of identifying, anticipating, and satisfying the needs of a customer. It is a method of attracting customers to buy goods and services (Cravens and Piercy, 2006). Thus, it involves researching, promotion, selling, and distribution of products and services. The primary goal for marketing is to build brand awareness by generating a substantial volume of qualified leads. Brand awareness is achieved through the selling of a company's goods and services, and the crucial goal is to make money.

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On the other hand, a marketing website involves digital marketing that utilizes the internet and online-based digital technologies such as desktop computers and smartphones that promote buying and selling of products and services (Cugelman, 2010). In the 21st century, many people have access to the internet, thus spend a lot of time surfing, and because of the availability of goods online, they do not have to go to the shops physically. However, they can make an order using their smartphones and buy any goods they desire.

Kraft Foods has a website that they use as part of their marketing strategy. The website. The website has different types of food accompanied by Kraft Heinz products, such as mayonnaise and ketchup. The types of food presented look delicious, thus, attract many customers. Additionally, the website has different types of recipes that interested customers can try to make while at home; thus, as much as it sells its products, the customers also gain by getting free services. Moreover, the site is easy to navigate; thus, many customers from different literacy levels can use it without difficulties. The video carousel engages the user and is captivating, thus makes the user spend more time on the website to learn more about the services and goods that are offered by Kraft Foods.

The website also has a contact form, which shows how much they care about their customer's wellbeing and input about the services and goods provided by the company. Through this, the customers can feel their importance and value to the company. Therefore, this can lead to customer loyalty towards the Kraft Foods brand; thus, making the company earn more profits through the selling of more products and services.

Additionally, the Kraft Food website has a lot of inspirational and motivational messages that attract customers. The messages include, we love diners, and for the people struggling with their diet, it has the perfect pairings for the most important meals. Additionally, through its website, we can see how it cares about people without discriminating because, in the current pandemic period, it has contributed 12 million globally to support the communities affected by the coronavirus (Cravens and Piercy, 2006).

The website also has different categories and brands in which customers can choose from according to their likes and tastes. When a customer opens each category of goods, the website is fast with little or no delay; thus, a customer spends less time ordering and searching for what they need. Moreover, it motivates customers to search for many products in a short period.

The site requires a lot of data capacity to access it; therefore, it is relatively expensive for customers who cannot afford to have access to the data. Additionally, a lot is going on the website; thus, it is difficult to focus on one thing. Additionally, the site does not cater to people with disabilities, such as poor eyesight, because there is no place for increasing the font to be more significant.

Conclusion

In summary, Kraft Foods has a great marketing strategy that benefits both the company and its customers. In the contemporary setting marketing website is a way to reach many customers and promote a company's brand. Therefore, Kraft Foods should strive to correct its faults; thus, making the company have more access to a wide range of customers.

References

Cravens, D. W., & Piercy, N. (2006). Strategic marketing (Vol. 7). New York: McGraw-Hill.

Cugelman, B. (2010). Online social marketing: Website factors in behavioural change.