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Enterprises make marketing strategies in an attempt to achieve sales goals and increase transactions. Typically, the
purpose of marketing strategies is to increase profits or consumption frequencies, such as to make consumers frequently purchase
certain products from certain stores. Such a purpose can be fulfilled by applying marketing mixes to a selected target market.
Understanding consumers is a key factor in the making of marketing strategies. As indicated in Table 2, strategy-making always
involves in considerations of consumer behavior. For instance, a marketing manager must understand how consumers perceive
and feel about a competing brand, who purchase the competing brand and why, and under what types of situations do consumers
purchase and use products of the competing brands. These are all questions must be asked and answered when analyzing sellers
and buyers. Generally speaking, the more you know your consumers, the more likely that you will work out a set of successful
marketing strategies.

According to Solomon, marketing managers can use product strategies to influence consumers in a short-run and long-
run. In the short run, new-product strategies should aim to draw consumers to the products. Therefore, when introducing new
products, a marketing manager should thoroughly consider what influences the products have on consumers. S/he should also
understand perceptions, behavior, and environments of consumers and closely monitor product lifecycles. Tellis and Fornell
specified that the diversity of product features is the key to the success of products and brands. Strictly speaking, this is not
counted as one of the product features, but it too is important to the success of products and profits. Tellis and Fornell also stated
that brand image and symbol were often the only benefits provided by enterprises. It is a very common situation because many
product categories under the same brand provide similar functions to consumers. In many cases, a good brand image is created
by marketing mixes. Creating a good brand image by means of promotions means to match promotions with positive evaluations
and create product attraction. Furthermore, promotions direct consumers’ attention to certain product features so as to stress the
superiority of the product involved. Many people know that very few consumers can tell the differences in tastes among different
brands of beers. In fact, many consumers do not like the tastes of beers at the beginning, so beer makers instill into consumers’
minds that their beers taste the best, or at least tell consumers that theirs are as good as those with higher prices. Tellis and
Fornell also indicated that pricing also helped to create brand images. Sometimes high product prices imply high quality, and
consumers accept the connection between prices and quality and evaluate the quality of a brand based on prices. Lastly, Tellis
and Fornell pointed out that diverse distribution channels could also be used to gain benefits.

According to Ferrel (1989), businesspersons promote products not only to propagate, educate, or entertain; most
importantly, to escalate transactions. The long-run goal of promotions is to influence and encourage consumers into accepting or
using a product, service, or a concept. Promotions influence potential customers into purchasing a product or increase purchase
frequencies of current customers; these together determine the ultimate outcome of promotions. Hussian (1991) conducted a
research on recent marketing strategies in food industry. His research revealed that promotions were what made McDonald’s and
Jollibee successful. Hussian discovered that the most frequently used promotions by these two enterprises were window dressing,
free delivery, radio, TV, and flyer advertising, and super deal promotions .

Enterprises make marketing strategies in an attempt to achieve sales goals and increase transactions. Typically, the
purpose of marketing strategies is to increase profits or consumption frequencies, such as to make consumers frequently purchase
certain products from certain stores. Such a purpose can be fulfilled by applying marketing mixes to a selected target market.
Understanding consumers is a key factor in the making of marketing strategies. As indicated in Table 2, strategy-making always
involves in considerations of consumer behavior. For instance, a marketing manager must understand how consumers perceive
and feel about a competing brand, who purchase the competing brand and why, and under what types of situations do consumers
purchase and use products of the competing brands. These are all questions must be asked and answered when analyzing sellers
and buyers. Generally speaking, the more you know your consumers, the more likely that you will work out a set of successful
marketing strategies.

According to Solomon, marketing managers can use product strategies to influence consumers in a short-run and long-
run. In the short run, new-product strategies should aim to draw consumers to the products. Therefore, when introducing new
products, a marketing manager should thoroughly consider what influences the products have on consumers. S/he should also
understand perceptions, behavior, and environments of consumers and closely monitor product lifecycles. Tellis and Fornell
specified that the diversity of product features is the key to the success of products and brands. Strictly speaking, this is not
counted as one of the product features, but it too is important to the success of products and profits. Tellis and Fornell also stated
that brand image and symbol were often the only benefits provided by enterprises. It is a very common situation because many
product categories under the same brand provide similar functions to consumers. In many cases, a good brand image is created
by marketing mixes. Creating a good brand image by means of promotions means to match promotions with positive evaluations
and create product attraction. Furthermore, promotions direct consumers’ attention to certain product features so as to stress the
superiority of the product involved. Many people know that very few consumers can tell the differences in tastes among different
brands of beers. In fact, many consumers do not like the tastes of beers at the beginning, so beer makers instill into consumers’
minds that their beers taste the best, or at least tell consumers that theirs are as good as those with higher prices. Tellis and
Fornell also indicated that pricing also helped to create brand images. Sometimes high product prices imply high quality, and
consumers accept the connection between prices and quality and evaluate the quality of a brand based on prices. Lastly, Tellis
and Fornell pointed out that diverse distribution channels could also be used to gain benefits.

According to Ferrel (1989), businesspersons promote products not only to propagate, educate, or entertain; most
importantly, to escalate transactions. The long-run goal of promotions is to influence and encourage consumers into accepting or
using a product, service, or a concept. Promotions influence potential customers into purchasing a product or increase purchase
frequencies of current customers; these together determine the ultimate outcome of promotions. Hussian (1991) conducted a
research on recent marketing strategies in food industry. His research revealed that promotions were what made McDonald’s and
Jollibee successful. Hussian discovered that the most frequently used promotions by these two enterprises were window dressing,
free delivery, radio, TV, and flyer advertising, and super deal promotions .
http://www.jgbm.org/page/4%20Chen,%20Mei-Liang%20.pdf