ESCUELA SUPERIOR POLITÉCNICA DE CHIMBORAZO

FACULTAD DE ADMINISTRACIÓN DE EMPRESAS

CARRERA DE MERCADOTECNIA

ENGLISH

BRAD LOYALTY AND

MARKETING MIX
Tercero – 2
Integrantes:
Stalin Alfredo Chamaidan Jimenez
Tania Elizabeth Chugñay Pucuji
Ashly Gabriela Curicho Montoya
Evelyn Karolina Vega Roblez
Widison Aldain Paucar Ati
Cecilia Sánchez
Franklin Suquilandi

28. July.2021
UNIDAD III: Relative Clauses

Index
INTRODUCTION ............................................................................................. 3

BRAND LOYALTY ........................................................................................... 4

Phases of brand loyalty. ............................................................................... 5

MARKETING MIX ............................................................................................ 5

Definition of 'Marketing Mix' .......................................................................... 5

4Ps of marketing .......................................................................................... 6

What is the importance of the marketing mix? .............................................. 6

CONCLUSION ................................................................................................. 6

BIBLIOGRAPHY .............................................................................................. 7

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 UNIDAD III: Relative Clauses

INTRODUCTION
In this report, brand loyalty was investigated, with the perceived quality of
service, or the product that the company wants the consumer to associate with the
promotions for sale, which occurs in the face of brand loyalty. What companies do is
promotions for sales increase depending, the independent variable, of the quality of
the service or product that is made. Loyalty is paramount in any relationship, Whet it
comes to loyalty between a brand and their consumers, marketing plays the role of
the mediator. These middlemen need to ensure there is trust, faithfulness and, most
importantly, positive feelings flowing especially in the brand’s direction.
In this research we also talk about Marketing mix, in which we will indicate the
concept and what different researchers on the subject think, since we will see what
the meaning of the 4Ps in marketing and their respective definitions, and how
companies and how they apply each one of them

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 UNIDAD III: Relative Clauses

BRAND LOYALTY
Brand loyalty has to do with the relationship established between the client
and the company. When the degree of customer satisfaction is high and the
customer trusts the same company again to purchase another product or service, a
relationship of trust has begun. (Pouplana, 1)
Within marketing it is very important that a company or brand works with this
type of relationship, since it should always be tried that the client becomes an
ambassador of the brand instead of trying another because of a bad service or a bad
experience.
For a customer to stay, the company, in addition to offering a quality product
or service, must facilitate the entire process and provide good service (Pouplana, 1).
From the marketing point of view, it is mentioned that it is the repetitive purchase that
consumers make on a product, this would be due to the perceived value, the trust
that it offers and the link it generates between employee and company.
In this way (Cataluña, 2018) affirms that brand loyalty is a factor that various
studies have shown to strongly influence people's choice of the store where they
make purchases. On the other hand, for (Martín, 2016) The form of loyalty according
to the most applied acceptance hypothesis articulates around the sequential
development of the cognitive, effective, and cognitive phases of the traditional
scheme of the purchasing decision process.
In this way we can see that the two agree that brand loyalty has a great impact
on people, since they unconsciously make people choose a product because of the
feeling of quality it has had.
Even so, there is a hypothesis, which speaks that the influence of price and
brand loyalty in the purchase decision can be isolated, although in most of the
studies that have dealt with these variables they have done so together with others,
so it is difficult to say a priori which of the two is more important. (Cataluña, 2018)
In the same article, it is mentioned that loyalty has a greater influence than the
price of the product, this is because they feel more confident of acquiring good
quality products instead of the price it has.
4

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 UNIDAD III: Relative Clauses

Even so (Ballester, 2004) it mentions that loyalty to a brand would be

expressed in some cases by a scale of commitment or by a combination of the
degree of commitment of the individual to the brand and the probability of buying said
brand again.
Phases of brand loyalty.
In brand loyalty, four phases can be differentiated:
• Lack of knowledge: it is when customers do not relate your products or
services to your brand. This may be due to the fact that there are much stronger
competitors and that it has not been possible to stand out or that a good SEO
positioning has not been achieved. It is important to detect the error to solve it.
• Recognition: it is the moment when customers already know your brand, as
well as your products or services. This means that when the public wants to buy that
product or service, they take your brand into account, although they may finally
decide to buy it from the competition.
• Preference: when we speak of preference, we refer to that moment in which
the public chooses your brand and buys the product or service from you. It is very
important that the client has a good experience, since it is what will make him repeat
in the future or, otherwise, test with competitors.
• Loyalty: this is the phase to which all companies or brands should aspire. At
this point, the customer prefers your brand to any other and decides to always buy
your products or services even if those of the competition may seem better. This is
because he has been totally satisfied in all the previous purchase processes.

MARKETING MIX
Definition of 'Marketing Mix'
The marketing mix refers to the set of actions, or tactics, that a company uses
to promote its brand or product in the market. The 4Ps make up a typical marketing
mix - Price, Product, Promotion and Place. However, nowadays, the marketing mix
increasingly includes several other Ps like Packaging, Positioning, People and even
Politics as vital mix elements.

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 UNIDAD III: Relative Clauses

4Ps of marketing
Price: refers to the value that is put for a product. It depends on costs of
production, segment targeted, ability of the market to pay, supply - demand and a
host of other direct and indirect factors. There can be several types of pricing
strategies, each tied in with an overall business plan. Pricing can also be used a
demarcation, to differentiate and enhance the image of a product.
Product: refers to the item actually being sold. The product must deliver a
minimum level of performance; otherwise even the best work on the other elements
of the marketing mix won't do any good.
Place: refers to the point of sale. In every industry, catching the eye of the
consumer and making it easy for her to buy it is the main aim of a good distribution or
'place' strategy. Retailers pay a premium for the right location. In fact, the mantra of a
successful retail business is 'location, location, location'.
Promotion: this refers to all the activities undertaken to make the product or
service known to the user and trade. This can include advertising, word of mouth,
press reports, incentives, commissions and awards to the trade. It can also include
consumer schemes, direct marketing, contests and prizes.
What is the importance of the marketing mix?
All the elements of the marketing mix influence each other. They make up the
business plan for a company and handled right, can give it great success. But
handled wrong and the business could take years to recover. The marketing mix
needs a lot of understanding, market research and consultation with several people,
from users to trade to manufacturing and several others. (THE ECONOMIC TIME,
2021)

CONCLUSION
Brand loyalty is demonstrated by buying back products even when the
consumer has competitive alternatives, marketing campaigns are designed to foster
brand loyalty, loyalty can evaporate when consumer trends change, but the product
does not changes.

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 UNIDAD III: Relative Clauses

Brand loyal customers commit to your brand regardless of price. While the
Internet presents many options, it also offers businesses a new opportunity to
enhance their image and build meaningful relationships with customers.
Marketing mix is an essential tool for starting companies or launching new
products, since it allows directing the company on a safer path. This tool helps to
standardize processes in a certain way. Although this term is defined by authors from
different times, the end result is a very general one.

BIBLIOGRAPHY
Pouplana, T. d. (2021 de Marzo de 1). Cyberclick. Obtenido de Cyberclick:
https://www.cyberclick.es/que-es/lealtad-de-marca-o-brand-loyalty
Ballester, M. E. (30 de 04 de 2004). Dirección y Organización . Obtenido de
ESTADO ACTUAL DE LA INVESTIGACIÓN SOBRE LA LEALTAD A LA
MARCA: UNA REVISIÓN TEÓRICA:
https://www.revistadyo.es/DyO/index.php/dyo/article/view/120
Cataluña, F. J. (24 de 11 de 2018). Dialet. Obtenido de Precio versus lealtad hacia la
marca en la elección de compra:
https://dialnet.unirioja.es/servlet/articulo?codigo=897204
Martín, C. A. (14 de 08 de 2016). Dialet. Obtenido de Formas de lealtad a la marca:
https://dialnet.unirioja.es/servlet/articulo?codigo=1143676
THE ECONOMIC TIME. (28 de 07 de 2021). Obtenido de
https://economictimes.indiatimes.com/definition/marketing-mix

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