Article Analysis - C - Marketing Principles: Trading and Exchange PDF

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UNIVERSITY OF SOUTH AUSTRALIA MARKETING PRINCIPLES: TRADING AND EXCHANGE The Age released an article on July 16, 2013 indicating how Infiniti Fitness has used (a) target markets and (b) market research, alongside (c) customer service to introduce their new fitness product into the market. Infinity fitness, made certain decisions about what products to offer and to whom. For buyers differ from one another in their buying behaviour, and a buyer’s individual behaviour varies (Sharp, B 2013). Therefore marketer’s can choose to cater for some or many of these differences. However, human behaviour is not necessarily predictable, and as such these target markets need to be understood in terms of consumer behaviour. By identify these demographics Infinity fitness lowers the risks upon itself, were a marketing decision to be incorrect as a result of mistaken consumer beliefs regarding products and services. This article explains that Infinity Fitness identified a growing trend of working class men and women spending more and more time at work behind a desk. Such trends increase consumer needs for at home or work fitness equipment and Infinity Fitness was quick to latch on the this increasing trend. Additionally, this has created consumers interest in using fitness equipment that allows then to still go about completing their tasks. In this example, Infinity’s product of a treadmill desk combines both growing indicators and tailors specifically for the market identified. The product allows consumers to continue working, either at home of work, while maintaining a steady pace on the treadmill. Providing relatively easy access to exercise that increasing working hours didn’t permit. The treadmill desk also offers safety features, all of which can be determined by the consumer, or in bulk company purchases, settings deemed safe by company management. These additionally feature help in specifically targeting the treadmill desk to the working class demographic. The target demographic nevertheless is only a small proportion in selling the treadmill desk. Appropriate customer service has aided Infinity Fitness in building brand recognition of both their company and products (Eyring, A, 2003). Infinity Fitness has chosen to approach sales by adopting the values that “customer service will make or break a business” (D'Mello, C, 2013). In essence, customer service should take into consideration all the aspects of your product (i.e. values and key features) and cover all stages of consumer interaction. Infinity fitness is using market research into understand consumer data, their wants and needs. Suggesting that consumers would readily recommend the treadmill desk to their colleagues were they provided with good and appropriate customer service (Pienaar, A, n.d).

In this article, it is further discussed that major expansion and sales are not predicted, while expectations for continued or slight improvements over last years sales figures are. This is one result, of specifically targeting a certain demographic and Infinity Fitness still building on brand recognition. Infinity Fitness has understood that through their target marketing, market research and providing good customer service it can steadily build on its sales, until its position in the Fitness industry is reasonably solid. Word Count: 495

References: D'Mello, C. (2013). Drop kilos and earn money at the same time. Available: http://www.theage.com.au/small-business/insurance/drop-kilos-and-earnmoney-at-the-same-time- 20130716-2q0uc.html#ixzz2cYu9AUI0. Last accessed 12th Oct 2013. Eyring, A. (2003). Building Brand Value Through Customer Service .Available: http://www.brandchannel.com/brand_speak.asp?bs_id=61. Last accessed 12th Oct 2013. Pienaar, A. (n.d.). BUILDING A BRAND ON CUSTOMER SERVICE.Available: http://insideintercom.io/building-a-brand-on-customer-service/. Last accessed 12th Oct 2013.

Sharp, B 2013, Marketing: Theory, Evidence, Practice, 1st Edition, Oxford University Press, South Melbourne, VIC....