The Marketing Mix Of Marketing

The Marketing Mix Of Marketing
Marketing is essentially the act of creating, communicating, delivering, and exchanging offerings
that have value for customers, clients, partners, and society at large. There are many important
components of marketing, including the marketing mix. Generally, the marketing mix refers to the 4
P's, product, price, place and promotion. Place is also referred to distribution, which is what will be
discussed in the subsequent sections. Alternative strategies relating to distribution will be presented,
a final strategy will be selected and the reasoning behind the choosing will be discussed. The
alternative strategies will revolve around marketing channel, direct and retailer. Distribution
intensity, exclusive and intensive along with channel intermediaries will be discussed in
conjunction. Additionally, it should be noted that this discussion of distribution revolves around a
backpack that is to be targeted at Outdoor Enthusiasts, in the simulation, Marketing Practice. It
should be noted that intensive distribution was not a considered strategy due to the inability to
successfully apply this intensity in the simulation given the target segment and product price.
A marketing channel is a set of interdependent organisations that facilitate the transfer of ownership
as products move from producer to consumer. There are different types of marketing channels, some
of which utilise channel intermediaries, which are individuals or firms that link producers to other
intermediaries or
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marketing
Title: Better by the Circle? The dynamic effect on the Marketing Concept.
Abstract
The marketing concept is an overarching concept that links the philosophies, practices and theories
of marketing. It closely examines an organisations ability to analyse the needs of the customer and
make informed decisions based on these needs. These decisions are based on evidence and work
towards matching the organisations capabilities and the customer needs, ultimately, to satisfy both
the organisation and the customer.
Introduction
The evolution on marketing dates back to the Neolithic revolution approximately 12,000 years ago.
A classic definition of marketing is "The human activity directed at satisfying needs and wants
through the exchange ... Show more content on Helpwriting.net ...
Satisfaction
Satisfaction is a key sub concept within the circle of satisfaction as it relates closely to many other
areas and is the core principle of marketing. Satisfaction in relation to the circle of satisfaction and
more importantly the marketing concept can be viewed from two levels, transactional satisfaction
and cumulative satisfaction. Transactional satisfaction relates to the interaction between the
customer and the organisation and is can be often the only form or satisfaction that some marketers
refer to, however cumulative satisfaction is a more in depth concept of satisfaction as it leads on
from transactional satisfaction.
Cumulative satisfaction is an evaluation of satisfaction on behalf of the customer over a longer
period of time. It examines the customer's subjective needs consistently over time which results in
outcomes relating to loyalty and trust. This can be further highlighted through the below diagram
extracted from slideshow (Fanning,2014,p.33).
A journal article which researches service equity, satisfaction and loyalty by Johnson and Olsen
(2003). is an informative article through the use of different research models and study which
culminates in an understanding that cumulative evaluations are an important measure of customer
loyalty. Hence management that closely examines cumulative satisfaction has a better understanding
of improvement for the customer

Marketing Of Branding And Marketing
Introduction
Branding and marketing is the most important part in the business. Marketing goods correctly can
take time and a lot of work. If the goods are marketed the wrong way it will affect the brand
tremendously. Marketing works hand to hand with brand, without one another the business wont
exist. Branding gives a great meaning to the business and people remember your business name by
branding. This is why, it is important to have and build a great brand name. You can have a great
brand name and reputation, but it takes only one unhappy customer to ruin you and your brand
name. Companies build brands using memorable names, symbols such as logos and other images
and phrases. Catchy slogans, for instance, sometimes become strongly connected to your brand so
that people easily recall the brand from hearing the slogan (Branding & Other Marketing Concepts).
Argument
Kevin Roberts and Naomi Klein are new in business and having disagreement in positioning and
building their brand. They make and sell high fashion dress and shoes. They have high end clients
who are willing to pay a lot of money for custom designer clothing. Kevin wants to market and sell
everything for higher price and market only rich people. Naomi wants to market everything
affordable and sell it to middle to high class clients. They are having an argument and can't decide
what to do. They hired me to advise them and help them with their problem.
Analysis
Customers prefer to shop with brands they feel

Marketing Functions Of Marketing And Marketing
Business world has changed in the past few years, owing to globalization, advent of technology and
emergence of de–regulation in market place. At the same time the vendors have altered the business
model, while consumers are becoming more aware and knowledgeable. In the wake of such trends,
the marketing function is used as a measure in the business–to–business practice, to capture and
place varied products in a market place (Kono, 2004). A typical market function provides details
regarding the planning, information, product distribution, consumer support, risk taking, financing,
and standardization and grading amongst other things (Makloof and Sundberg, 2006). In business a
market function acts in respect to the corporate marketing, strategic marketing, field marketing and
analysis. Furthermore the relevance of this measure, is also evident in the case of product
management and marketing (Kono, 2004).
Relevance of marketing functions Typically a market function in business influences the consumer
orientation for the organization, and contribute towards the organizational performance (Makloof
and Sundberg, 2006). It is reflected that an influential marketing function becomes responsible for
effective financial performance, owing to the analytic marketing intelligence framework, and day–
to–day management of the market by the organization (Merlo and Bell, 2007). Most marketing
studies focus on marketing process and strategies, and fail to consider the relevance of this

Marketing Analysis : Marketing And Marketing
1. The definition of marketing provided by the American Market Association states that "Marketing
is the activity, set of institutions, and processes for creating, communicating, delivering, and
exchanging offerings that have value for customers, clients, partners, and society at large".
Marketing involves a range of specific information areas designed to be researched and analysed in
order to make effective decisions about the future of the business. It involves marketing research;
This related to finding out about The Customers – their ages, sex, social groups, income level and
lifestyles; The Market – what customers are buying and how much they are willing to pay for that
products and/or service; The competitors – they research their ... Show more content on
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Marketing benefits the staff of the Madisson Hotel by giving them the motivation to stay within the
company. This motivation will increase job satisfaction for employees and who wil be offered
rewards and recognition for their hard word and loyalty. Marketing techniques at The Madisson
Hotel will encourage staff to take part in future training and developing opportunities which will in
turn give them the product knowledge and selling skills needed to be successful in their field.
Marketing benefits the customers of The Madisson Hotel by being able to provide them with
consistent good service and quality which will enable them to feel valued and satisfied as
consumers. With their well developed products and resolution, the Madisson Hotel will provide
speedy resolutions to potential complaints giving their customers peace of mind promoting future
business.
3. Factors that indicate that the marketing orientation has been successfully adopted by the
Madisson hotel are ;
 The simple fact that the hotel has a tag line... "stay your own way" shows that they have adopted a
marketing orientation. By looking into currents trends the business could develop plans from the
customers expectations such as implementing two business "classes" of customers (Business Class
and Gold Business Class) is also a reason.
 Being represented on local trade bodies ensures that the business is in line with current

The Marketing Mix Of Kellogg's Marketing Concepts Of...
Marketing is the process of identifying, anticipating and supplying customers needs and wants
efficiently and profitably. It is head of the pyramid that includes product researching and
development promoting, advertisement and sales production and service. Marketing has many
benefits some of which are, establishing brand recognition, build authority and credibility, gaining
and retaining customers etc. The process or the strategy used to identify consumer's needs and wants
is called the marketing orientation, which are the production, product, selling, marketing and
societal marketing.
The Production Concept
The production concept states that consumers prefer products that are available and extremely
affordable. It is the seller guide to all marketing management orientations. Companies that apply this
orientation have a great risk on focusing too shallow on the operations and losing the bigger scene
of its real objectives. Its management focuses on the improvement of products and its distributing
effectively.
The Product Concept
This concept states that customers prefer products that own high quality, performance, and
innovative features. The management focuses on producing and improving continuously its products
and service.
The Selling Concept
In this concept the ... Show more content on Helpwriting.net ...
The pricing marketing mix of Kellogg's was making sure the providing consumers with quality
products in exchange for their money. Kellogg's has ensured that its products are available in
everywhere from supermarkets, to on to go and even through internet, which makes its easy for
consumers to purchase from them and understanding consumers behaviors, this Kellogg's place
marketing mix. Finally for its promotion, it has used exciting marketing communication, to make
consumers thirsty for consuming their

marketing
MARKETING
Marketing is the management process for identifying and anticipating customer requirements
profitably. All company policies and activities should be directed toward satisfying customer needs.
Those setting up their own business should remember that profitable sales volume is more important
than maximum sales volume.
There are four steps to successful marketing:
1.
Market research may be carried out to determine the needs of potential customers
2.
Analyze competitive advantages to develop a market strategy
3.
Define your target market
4.
Determine how to satisfy customer needs by identifying a market mix
1. Market Research
Before undertaking any research you need to be clear about what you want to ... Show more content
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Ideally, the strategy should address unmet customer needs that offer adequate potential profitability.
A good strategy helps a business focus on the target markets it can serve best. Getting your new
products/services to market effectively and efficiently is the key to market penetration, sales growth
and profitability. This requires detailed market planning including product launch and sales
strategies and should be included within your business plan.
A SWOT analysis is a structured approach to evaluating the strategic position of a business by
identifying its strengths, weaknesses, opportunities and threats. It provides a simple method of
synthesizing the results of the marketing audit. Once a SWOT analysis has been completed, thought
can be given as to how to turn competitive weaknesses into strengths and threats into

opportunities. Be realistic – do not select options which are not likely to be viable or which might be
impossible to achieve. Your marketing plan should be based on the latest market intelligence and
research, should detail your company's competitive position and consider both the opportunities and
risks in the marketplace. You need to highlight your attributes: how can your company differentiate
itself from the

Marketing
Explain why the market oriented philosophy is so important.
The phrase market–oriented is used in marketing conversations as an adjective describing a
company with a marketing orientation. Market orientation more describes the company's approach
to doing business. Market–oriented defines the company itself. If a company is market–oriented, its
board and executive leadership believe that the best way to succeed is to prioritize the marketplace
above products. This usually goes over well with customers, but the company also must have
adequate research and development to provide what the market wants. Hence, a market–oriented
organization is one whose actions are consistent with the marketing concept.
Difference Between Marketing ... Show more content on Helpwriting.net ...
According to the American Marketing Association definition, Marketing is "an organizational
function and a set of processes for creating, communicating, and delivering value to customers and
for managing customer relationships in ways that benefit the organization and its stakeholders"
Studies show that the marketing planning process is a logical process consisting of analyzing
marketing opportunities, selecting target markets, designing marketing strategies, developing
marketing programs, and managing the marketing effort.
Hence, the market oriented philosophy is so important because it shed more lights on the importance
of the marketing role instead of other philosophies roles such as in product, selling, and production
concepts. The marketing concept specifies that the main task of the company is to determine the
needs, wants, and preferences of a target group of customers and deliver customers' satisfactions to
generate customer satisfaction and long–run customers' relationship and gain more profits to the
organization.
Now, more organizations and firms domestically and globaly started to recognize how marketing
contributes to improved performance in the marketplace.
References:
1– Kotler, P., & Keller, K, L. R., (2008). A Framework for

Marketing: Marketing And Marketing Strategy Of Adidas
Marketing Mix Strategies
With its mission 'to be the best sports company in the world', Adidas Group is committed to
constantly strengthen its brands and merchandise to enhance its competitive position. Adidas'
marketing mix analyses the brand and company that cover 4Ps (Product, Price, Place, Promotion)
and explains the Adidas marketing strategy.
Product:
Adidas's product mix strategy covers its entire product line across many types and sports. The main
product is footwear in many styles and designs. Apparel's and accessories is the secondary product.
Its product range also includes sport utilities, lotions, aftershave, perfumes and deodorants.
The Adidas group has four main subsidiaries. Adidas, one of the famous sportswear and product ...
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Adidas has always endorsed and promoted itself through media and commercial campaigns on TV,
print, online, billboards etc.
In one of its most memorable marketing campaigns, with David Beckham, Muhammad and Laila
Ali, they were shown facing their own fears and at the end they successfully overcame this. The
slogan of Adidas "Impossible is nothing" is in itself a very powerful statement for the brand and was
also released. (Hitesh Bhasin, 2017) It was the biggest campaign of all times. Adidas also sponsors
leading players and some of the top teams in different sports segments. Adidas is also featured in
various game advertisements like Sony play station, etc.
The outdoor campaigns, sales promotions and trade promotions, are also regularly offered by Adidas
to their channel partners to promote the sales of the brand. All these techniques make sure that the
legendary Adidas brand remains in everyone's mind, the brand awareness is increased and the
targeted customers can be retained and attracted easily. Hence, this summarizes the Adidas
marketing mix.

Marketing Orientation : Marketing And Marketing
A wide range of companies today prefer to adopt the marketing orientated approach to sell their new
products rather than using product orientation before.In fact,marketing orientation also helps such
companies to earn more profits in the long time.According to Jobber and Ellis Chadwick
(2013),marketing orientation focuses on customers need as the primary drivers of organizational
performance.However,this is not always the case.Product orientation still be used by some senior
executives and this method can help these companies to sell more products and even acquire reliable
reputation in the customers.In this essay,first the history of marketing concept development will be
discussed and the specific definition of the two kinds of marketing concept will be given
respectively.Then these two concepts will be compared by using some examples.The final part will
investigate why although marketing orientation is very popular in modern society,some enterprises
still adopt the product orientated approach to extend their new products. After Industrial revolution,
due to the fact that demand exceed supply and little competition and the range of products was
limited, most companies in that time chose to focus on physical production and supply ( Brassington
and Pettitt ,2013).It was product orientation and companies didn't need to consider their customers'
need at that time and just made their effort to improve the efficiency of production. In the final,
customers still would come to

Market Segmentation
HubSpot has evaluated the market and classified it into different segment profiles: Marketer Mary's
(MM's) and Owner Ollies (OO's) as well as B2B and B2C. The case highlights that B2B companies
derive greater value from inbound marketing in comparison to B2C companies for a number of
reasons. Firstly, B2B companies' products are more complex and thus they require in–depth product
specification and explanation, e.g. tutorials and blogs. In addition, since their customers have a
longer decision making cycle, B2B companies are more selective about whom their sales forces
focus on. Thus B2B companies also benefit from the lead qualification analysis that HubSpot
provides. Consequently, they have a much lower churn rate than B2C companies– 3.3% vs. 6.0%.
HubSpot has also made a distinction between small business owners, the "Owner Ollie" (OO's), and
the marketing professionals for bigger firms – "Marketer Mary"(MM's). OO's are usually small
businesses with 1–25 employees and account for 73% of the generated sales. Their demand is fairly
simple – they want simple solutions that will not take much of their time, since they have to manage
all the different areas of the company. Also, OO's have little knowledge regarding Web 2.0 and thus
inbound marketing can have a bigger initial impact on these businesses. 13 % of OO's host their
websites on the HubSpot Content Management System (CMS), whereas only 2% of MM's do so.
MM's are marketing professionals working in

Marketing : Marketing And Marketing Strategies Essay
Submitted by Amrinder Singh ND15207 7455
Task 1
Marketing
Marketing is the process in which goods and services moves from concept to customer and in which
wants changes into needs. Lots of people thinks marketing is just about advertise and sales but
marketing are something that connects with customer and maintain a good relationship.
Four Piece of Marketing
Product = A product is something that satisfy a customer demand. When developing a product we
need to consider quality, design, feature, packaging, customer services and after sales services.
Price = Price is something that matters to both company customers. It also has great impact on sales
and marketing strategies.
Place = Place play an important role in the company as location matters most. If the location is near
the city, town, etc then there is more sales and it matter more for customers.
Promotion = Promotion refers to communicating the benefit and value of product to customers. It is
the positive status for the company as the sales depend on how good is the promotion.
Holistic Marketing
(Holistic marketing, 2015)
Marketing Research
Marketing research is something like talking and listening with people, doing survey, meetings and
making good decision and reduces the risk of business failure. Each and every company needs to
have marketing research to see where the company

The History Of Marketing : Marketing
The History of Marketing
Marketing appeared with the first human beings, a good example for that Eve's trial to convince
Adam to eat the forbidden apple (Kotler marketing Group, 2015). Since ancient times, people were
meeting together at a specific time in a specific market which was known by everyone to complete
the bartering process where they exchange the agriculture and craft products, they were producing.
With the advent of cash, the bartering process has stopped and turned into a sale and purchase by the
currency power. It is clear that the concept of marketing in this era was limited to a simple process
of sale and purchase of the product between the seller and the buyer in specific market, and this has
continued until the trade ... Show more content on Helpwriting.net ...
According to Stanton "1984" marketing "1984" as a total system of business activities designed to
plan, price, promote, and distribute want satisfying goods and services to present and potential
customers.
Marketing is the development and efficient distribution of goods, services, ideas, issues, and
concepts for chosen consumer segments (Kurtz & Boone, 1984)
Marketing is a social and managerial process by which individuals and organizations obtain what
they need and want through creating and exchanging value with others. (Kotler & Armstrong, 2012)
The American marketing association defined it as the activity, set of institutions, and processes for
creating, communicating, delivering, and exchanging offerings that have value for customers,
clients, partners, and society at large. According to The Chartered Institute of Marketing in United
Kingdom "2015" marketing is 'The management process responsible for identifying, anticipating
and satisfying customer requirements profitably ' P. Tailor of the www.learnmarketing.net see that:
'Marketing is not about providing products or services it is essentially about providing changing
benefits to the changing needs and demands of the customers.
To summarize the definitions of marketing,

Marketing Concept Of Marketing And Marketing
MARKETING CONCEPT
Marketing is an act of promoting and selling products or a service, this also includes marketing
research and advertising. The marketing concept is the philosophy used by companies to analyse the
needs of their customers so they can be better than the competition. As well as this they must also
take into consideration the companies capabilities and the environment it is working in, as they can
face the pressures of environmental changes. By using the marketing concept companies identify
incoming changes and prepare itself to exploit them. The marketing concept is about matching a
company's capabilities with what the consumer wants. After World War 2 customers had more
money and could afford to be more selective when ... Show more content on Helpwriting.net ...
The focus for any business was to reduce costs through mass production to maximise profits. Mass
production can lead to the design and quality to suffer and customers losing interest.
The sales orientation
After the Second World War competition between companies grew and the focus of marketing
turned to selling. They used communication, advertising and branding to compete with other
companies. Companies focussed on distribution, communication and persuading customers that one
manufacturer were better than other. The problem with this type of orientation is that the
organisations made a product which they think the customer needs or likes without the proper
research.
The marketing orientation
From the 1960's onwards there was strong competition for customers. Marketing departments were
relied on to create an intelligent plan to inform an organisation about what they should produce, how
much to charge for a product, where it should be sold, how they should communicated it to
consumers, they do this through research and listening to customers. They attempted to understand
consumer needs or potential needs. Modern marketers are particularly interested in brands as brands
attract customers that stay loyal to the brand. As markets are continuously changing, market research
and product development is an ongoing process for a market orientation company.
ANALYSIS OF BUSINESS ENVIRONMENT
Companies

As I reflect back over these last five weeks I now have a clearer view of marketing and how it
affects not just the consumers of the world and the companies with their marketing managers, but
how it affects me. Yes, I am a consumer who clips coupons, budgets my finances, and looks for sale
items and this marketing class has taught me that marketing is more than selling or advertising.
Marketing managers have a difficult job, as marketing involves identifying, meeting and satisfying
the needs of customers or clients with goods and or services. Coming up with different strategies
and marketing mixes is challenging because we live in a changing world with people who needs and
financial situations are different. Yet still marketing engulfs every part of our daily lives. From what
type of breakfast we eat, to where we shop, and even in our work environment. As I examine
marketing, I will blend aspect to my career path as I make myself marketable for the future and aid
my employer in the growth and survival in the economy.
Marketing plays a role in the development and economic growth as it sparks research and
innovation. Research to go above and beyond and innovation to develop and spread new ideas,
goods, and services while meeting the needs of consumers. In doing this the market stays
competitive and provides the consumer with a variety to choose from. As I develop my career, I am
making myself more marketable by attending the University Of Mount Olive. While I develop

Marketing Principles : Marketing And International Marketing
Topic
Marketing Principle: A In–depth Marketing Study
Written By: Rahima
Student ID:
Module Name: Marketing Principles
Submission Date: 1st April, 2015
Executive Summary:
In the assignment I discussed about the marketing principles. I discussed the efficient domestic
marketing and international marketing process in the whole assignment. In task 1 I discussed about
the marketing and marketing elements. In task 2 I discussed about the macro and micro
environmental factors of the marketing process. In task 3 I discussed the product development and
strategies and in task 4 I discussed the different between domestic marketing and international
marketing and importance of EU.
Table of Contents ... Show more content on Helpwriting.net ...
10
2.5: Propose new positioning for the Starbucks coffee product/service. 10
Requirement 3 11
3.1: Explain how products are developed to sustain competitive advantage. Explain product lifecycle
and product mix. 11
3.2: Explain how distribution is arranged to provide customer convenience. Explain the role of
intermediaries. 12
3.3: Explain how prices are set to reflect an organisation's objectives and market conditions, explain
pricing strategies. 12
3.4: Illustrate how promotional activity is integrated to achieve marketing objectives. Explore
promotion mix, push and pull strategies. 13
3.5: Analyse the additional elements of the extended marketing mix and their significance. 13
Requirement 4 14
4.1: Plan marketing mixes for two different segments in consumer markets 14
4.2: Illustrate differences in marketing products and services to businesses rather than consumers,

explain characteristics of services. 14
4.3: Show how and why international marketing differs from domestic marketing. Show the
importance of the EU, explain international marketing mix strategies. 15
Conclusion: 16
Referencres: 17
Introduction:
The turning point of the business achievement of goals is the efficient operation of marketing. The
marketing is defined as the process of selling of the products to the customers and serving the best to
the consumers. The creation and development of relationship of the customer is the main part of the
marketing

What is Marketing? A plethora of individuals seem to be misinformed about marketing. Several of
these individuals believe that marketing is just advertising. Others will tell you that marketing is all
about sales, insinuating that all marketers are just salesmen. Now these beliefs are both right and
wrong. "How can they both be right and wrong at the same time?" you may be asking yourself. Well
they are right, because marketing encompasses both advertising and sales. They are both wrong by
assuming that marketing is all about advertising, or all about sales. Marketing is a very creative
industry that includes many aspects, such as: advertising, branding, strategic management,
communications, market research, market planning, database marketing, marketing strategy, direct
marketing, search engine marketing, event organization, retailing, global marketing, public relations,
international marketing, internet marketing, and industrial marketing. Marketing is a necessary and
essential part of all Business, and it is more than just advertising. Why is marketing essential for
businesses? Marketing is the process of determining what it is that people want or need, and then
fulfilling that want or need. For a business to be profitable it has to make money. In order for the
business to make money and generate revenue to cover its costs, it has to sell a product or service. If
a business wants to sell someone a product or service, they have to know what that person, or group
of

Marketing
Exam III MKTG 101 Review Questions
Multiple Choice Questions 1) Which of the following is NOT a typical supply chain member? 2) All
of the institutions in a channel are connected by various flows. These include physical flow, flow of
ownership, payment flow, information flow, and ________ flow. 3) From the economic system 's
point of view, the role of marketing intermediaries is to transform the assortment of products made
by producers into the assortment of products wanted by ________. 4) ________ conflict, which
occurs between different levels of the same channel, is more common than ________ conflict,
which occurs among firms at the same level of the channel. 5) Which of the following are the three
major types of ... Show more content on Helpwriting.net ...
This unplanned static or distortion during the communication process is called ________.noise 33)
The six buyer–readiness stages include all of the following EXCEPT ________.hesitation 34) A
message showing a product 's quality, economy, value, or performance is called a(n)rationalappeal.
35) Marketers using humor in their messages claim that they attract more attention and create more
loyalty and belief in the brand. This type of message is called a(n) emotional appeal. 36) The two
broad types of communicationchannels are personal and nonpersonal. 37) Creating word–of–mouth
campaigns by cultivating opinion leaders and getting them to spread information about a product or
service to others in their communities is known as buzz marketing. 38) Perhaps the most logical
advertising budget–setting method is theobjective–and–taskmethod because it is based on spending
necessary to accomplishing specific promotion goals. 39) ________ is the company 's most
expensive promotion

Marketing Plan For A Marketing
Question #1: Develop a brief marketing plan for the event of your choice. Make sure to identify the
competitive advantages, target market(s), strategies, tactics, budgets, and schedule and evaluation
methodologies. Describe how you will increase your marketing performance through creative and
innovative tactics.
Answer: To promote the promotional event of Frizzy Drink, I will use certain strategies and a
particular way for the marketing plan. The marketing plan will cater few things that will help the
product in getting recognition. By adopting few of the significant steps, the marketing plan would be
very useful to promote the event
Pricing: The pricing of the product is the most important part in marketing plan to promote the
product in the event. Price of the product should be according to the customers and the budget and
costing of the product. Do not demand excessive profit, it will lessen the demand of the product. The
budgeting of the product is also very important in pricing. Never use excessively expensive products
that will increase the product rate and customers feel reluctant in buying it due to high prices. $3 to
$4 would be very appropriate for the price of per unit.
Proper Marketing of the Product:
Proper marketing plan will ensure in making the product successful. Campaigns would be carried
out to promote the frizzy drinks on different forums including public recreational areas, malls and
offices. The event will cater a proper marketing strategy in which the

In this day and age, marketing plays a pivotal role in the business environment. Marketing is
dynamic, complicated and challenging. The basic concept of marketing is to identify the need of
human and society, and research how to satisfy and create those need. According to American
Marketing Association (AMA), defining that marketing is the processed activity which
communicate and exchange valuable offerings to customers (AMA, 2013). To be more precise, the
main mission of marketing is choosing target market, creating, delivering customer value in order to
develop the partnership with customer, and contribute to the organization and relevant stakeholders
(Kotler & Keller, 2011). In a word, 'marketing is to meet needs profitably' (Kotler & Armstrong,
2011).Therefore, when it comes to launching a new product is not easy in such intensive marketing
environment, it is estimated that the failure rate of new products is at 90 percent in Europe and even
at 95 percent in United States resulted from high development cost, bad launch timing, poor design
of product and incorrect segmentation, targeting and positioning (Kotler & Armstrong 2011). As a
result, marketing is not only regarded as selling, in other word, selling is not the most vital part of
the marketing process, Peter Drucker who is a prestigious founder of modern management asserted
that the making selling unnecessary is the objective of marketing. The aim of marketing is to realize
customer profoundly so that the product

Services Marketing : Marketing And Marketing
Service is simply helping someone for profit or nonprofit. Service is intangible product. It means
that there is no physical appearance of the object in the process. "A service is the action of doing
something for someone or something. You cannot touch it. You cannot see it. You cannot taste it.
You cannot hear it. You cannot feel it. It is largely intangible". Introduction to Services Marketing –
Marketing Teacher. (n.d.). Retrieved November 25, 2014, from
http://www.marketingteacher.com/introduction–to–services–marketing/. Marketing is the
coordination of 4Ps of product, place, price and promotion. It is the exchanging, communicating,
delivering of the product. The marketing manager must show the elements of ideas to the audience
to prove that intangible product is worth the purchase. Service is the performance of the product and
selling that is Service marketing. Therefore, the new term 'Quality' is very important to service
businesses.
Search quality is the impression of the quality of the product before the purchase by making several
attempts. It is compared to a tangible product because we look at the physical characteristics of the
products and services. Experience quality is easy to judge because when we taste the food we
experience the quality of food. Our experiences allow us to give ratings to the service of a hotel,
airline or taxi. We remember a good hotel because of the features of hotel rooms and quality of
service we get from employees. Contrary to that, we

Marketing And Branding Of Marketing
There is a large array of theories and rules of branding in marketing literature however not all are
connected to music festivals. Branding of music festivals is a comparatively new area of marketing
as a result of branding being associated with consumer goods (Esu & Arrey, 2009). However with
the increase in events, branding is becoming a mu7ch more significant marketing tool. It is not only
beneficial for the partnership between festivals and brands but proper branding can create a major
impact for the region it is held, commonly referred to as the destination. Since use of the words
'brand' and 'branding' are now commonplace within the English language, it is sensible to offer a
brief explanation of their meaning. Branding is defined differently in many literatures however the
most common definition could be considered that of The American Marketing Association as "A
name, term, design, symbol, or any other feature that identifies one seller's good or service as
distinct from those of other sellers. However in the way I seek to use the term branding, is between
that of Seth Godin "the set of expectations, memories, stories and relationships that, taken together,
account for a consumer's decision to choose one product or service over another" and Al Ries "A
brand is a singular idea or concept that you own inside the mind of a prospect" definitions. In order
to understand re–branding music festivals in Turkey the three components must be analyzed.
Positioning
The concept

The Marketing Of Marketing Mix
The Promotional mix is one of the P's of 4P's in marketing mix.
Promotional mix consists of
A ) Personal Selling
In Personal selling communication is happening on one to one with seller and customer. It is
considered to be one of the most expensive form of promotion .
The seller uses their appearance and product knowledge to sell the product.
Examples of Personal selling – Personal Meetings , telemarketing etc. customer. Personal selling is
belongs to advertising and sales promotion. Personal selling is the way , to personally sell the
product. We usually encount the people who come to our home and knock the door for selling any
product. We usually call them door to door sales people. Personal selling how act is goes ... Show
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Selling an Insurance policy to a person whose age is between 18–20 years doesn't make any sense.
So we should know if we are going to sell an Insurance policy , the person should be of such age
that understands what are the reason to buy the insurance.
Before a person going for a certain location they have to make a call or in other words I can say they
have to make an appointment. Before going to any location the sales person has to make some cold
calls also which needs to be collect from his database. In this process the sales person has to make as
much as information as he can before going to the customers location.
Another important step in personal selling is approach where a sales person has to make their first
impression to be the best impression. The sales person has to treat the customer by smiling , by
properly greeting . First of all the sales person needs to introduce himself and focus on the product .
Once we come to know the customer is interested in the product then the sales person needs to do a
presentation. They needs to explain clear about the features and all about the product. Then the sales
person has to handle the questions from a customer in this regard. Before the sales person moving to
close the sales they have to answer to any query from the customer.

Marketing Objectives Of A Marketing
4.Strategic Recommendations
Marketing Objectives
Become the leading brand at flower marketing in Bradford by 2022
Increase sales of special days by 30% by 2022 ( Valentine 's day )
Make online website by 2018, and expand to other social media ( Twitter )
Increase followers at Facebook to 2500 by December 2022
Marketing Controls
Collect and analyze customers ' feedback monthly to meet the general needs of the customer.
Gather customer data to analyze customer type and adjust target customer profile.
Collect monthly sales data to analyze shop operation and adjust the budget for communication
campaign.
Evaluate monthly turnover and profit to monitor the total cost of the campaign.
Arrange focus group during the first month of the campaign ... Show more content on
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(Council, 2017)
Therefore, main customer profile should be as following:
Customer Profile
Details
Age
20–50 years old
Gender
Men and women
Income level
Middle incomes class
Religious
All
Other (B2B)
Marriage Companies & Funeral Companies
Marketing Strategy

Although the amount of money UK people spending on flower and plant is increasing, only £28 has
been spent on flowers per person per year. It follows that most people are not willing to spend loads
of money on buying flowers. According to the finance situation of Bradford citizens whose incomes
are lower compared to the Britain average one, the core strategy for the shop to follow should be the
cost focus strategy of Porter 's Generic Strategies. With reality, the M&S in Broadway brings new
threats to the business. The M&S 's fresh and high–quality bouquets may catch our loyalty
customers attention. But as the cost focus strategy provides a greater margin for profit, the price
would be much lower comparing with other stores selling flowers such as Sainsbury 's, Tesco and
M&S. The price advantage we got could attract more customers. In reaching our expected target
market of customers aged of 20–50, we will choose five marketing communication mix methods:
Personal selling, Direct marketing, Merchandising, Sales promotion and Non–traditional media.
Marketing Communication Mix Decision
Personal Selling
In order to adjust the business appropriately, it is

Marketing, Micro Marketing And Macro Marketing
Many people think that production of goods and service is important for their life. However, they
don't realize that marketing is a significant process for carrying goods and service from producers to
them. Marketing doesn't only mean to sell products or persuade customers buy goods they actually
don't need. Successful marketing provides more choices of products and guides a correct direction
for customers to purchase right goods, as result of customer satisfaction. In other words, customers
feel happy and satisfied with goods and services because products meet with customers' needs and
expectation. The best result of marketing is customers will continue to visit the stores they once
consumed. So companies will advantageously catch higher customer lifetime value through a
correct process of marketing. Both companies and customers will gain profit because companies
will make a close relationship with customers over a lifetime and customers will get what they need.
There are two types of marketing, micro marketing and macro marketing. Micro marketing often
deals with some activities of individual firms. They make customer satisfaction and build strong
relationship with customers. Product, place, promotion and price are four parts of marketing mix to
satisfy the needs of target customers. Firms create and develop their products in order to satisfy the
needs of customers. For examples, firms provide a service, high quality products, and warranties and
so on. Firms should

Marketing
THE UNIVERSITY OF NORTHAMPTON
NORTHAMPTON BUSINESS SCHOOL
DIVISION OF MARKETING AND ENTREPRENEURSHIP
MODULE: MKTM026 International Marketing Communications 2013
–––––––––––––––––––––––––––––––––––––––––––––––––
Module Code | Level | Credit Value | Leader | MKTM026 | M | 20 | Dr Kathleen
MortimerKathleen.mortimer@northampton.ac.uk |
Resit Assignment Brief
Date set w/c 11/02/2013
–––––––––––––––––––––––––––––––––––––––––––––––––
Hand–in date 28th March 2013
Title
International Marketing Communications Plan
Objectives
This assignment has been designed to allow students the opportunity to explore the issues of
international marketing communications from the perspective of a real organisation facing the ...
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The proper, accurate presentation of quotations and references and research data is expected and
inaccuracies will be penalised, as will the over–reliance on a single source or limited sources of
information.
Application to industry Students should demonstrate the ability to integrate theory into practice and
increasing abilities to suggest viable solutions to the problems of the case organisation within the
reality of the sector and environment in which it operates also demonstrating the ability to develop a
realistic and viable strategic vision in the industry context. Synthesis and Originality Students
should be developing the ability to demonstrate the advanced skills of synthesis. Providing solutions

to unpredictable professional situations when necessary offering both creativity and originality
whenever possible to meet that challenges presented by the case study.
In order to obtain higher grades students should consider the following: * the ability to demonstrate
creativity and critical analysis in the provision of original solutions * the ability to demonstrate
greater depth of knowledge and understanding through wide reading and varied research activities
and the appropriateness of theory for

Marketing
PPBM4511 Mid Term
Multiple Choice
Identify the choice that best completes the statement or answers the question.
____
a.
b.
c.
d.
e.
1.
The concept of exchange is important to marketing because: if all the conditions for an exchange are
in place, then the exchange will be completed exchange provides money to marketers marketing
activities help to create exchange marketing activities are a requirement for exchange to take place
money is the only medium of exchange for business marketers
____ 2.
A company that sets its goals and strategies based on what its current equipment can produce, what
products engineering can design, and what the company itself can do best, has a(n) _____
orientation. a. marketplace b. ... Show more content on Helpwriting.net ...
relationship marketing
d.
a sales orientation
e.
management empowerment
____ 10.
Many companies are jazzing up plant tours and making store visits more exciting to increase
customer loyalty. For example, at the Crayola Factory, kids watch how crayons are made and then
play with their favorite colors in a 20,000 square–foot discovery center. Employees circulate to
ensure visitors have a wonderful time. _____ plays a key roll in Crayola's implementation of the
marketing concept.
a.
Customer–oriented personnel
b.
A sales orientation

c.
A societal marketing orientation
d.
Reciprocal exchange
e.
Customer outreach
____ 11.
Redefining the business mission of a mattress manufacturer as "a good night 's sleep," rather than
stating the mission as "the manufacture of high–quality mattresses," will:
a.
not stimulate an awareness of changes in consumer desires
b.
be too broad a statement to be of any real use in serving customers
c.
stifle creativity in discovering opportunities to serve customers
d.
e.
help ensure the firm retains its focus on consumers and does not become preoccupied with its
products and internal needs ensure the core products will be retained
____ 12.
FujiFilm Computer Products has improved the efficiency and productivity of its plant, which
manufactures printing technology. For the new fiscal year, the company projects a production
increase of 25 percent, and has instructed its sales force to aggressively

Marketing : Marketing And Environment
Unit 4: Marketing
Task 1: Marketing Environment Report
 Introduction
 Marketing Definition
 Marketing Process
– Marketing & Environment Analysis
– Fixing Marketing Target
– Marketing Strategy
– Marketing Mix
– Marketing Controlling
 Market Orientation
– Customer Orientation
– Competitor Orientation
– Interfunctional Coordination
 Different Orientations which can be adopted by the business
– Production Orientation
– Product Orientation
– Selling Orientation
– Ethical and sustainable marketing
 Cost to Starbucks of adopting a marketing approach
 Benefits to Starbucks of adopting a marketing approach
 Marketing Audit of the macro and micro environment for Starbucks
 Explain your understanding of segmentation for this organisation
 How buyer behaviour will affect Starbucks
 Evaluation of costs and benefits together with recommendations
 Propose new market positioning for a selected product
 Bibliography
Marketing Environment Report
Introduction:
Starbucks is one of the world's leading coffee bars, which has been open since 1971. To survive in
the vastly culturally differentiated environment, they had to introduce new products such as teas for

the Chinese market. On the other hand, to be able to increase their seasonal sales and gain a
competitive advantage in the coffee market, Starbucks have introduced Pumpkin Spiced Lattes
which are only sold in the autumn/winter season. To increase their sales during these months even
more, they can introduce a

The Marketing Of Buzz Marketing
The traditional methods to marketing a product has been wearing off for quite some time, and
marketers are seeking for new ways to create awareness of new products. The era of technology has
taken over and for that reason the traditional methods are failing in generating new revenue.
Marketers have been investing a great deal of time in more nontraditional marketing techniques, like
buzz marketing. Buzz marketing has been increasing faster than any other area of alternative
marketing. The power of buzz marketing is far more effective than any traditional marketing
methods. However, to create a buzz about a product, marketers must first be successful in bringing
forth the product to its consumers. It is very crucial that professionals are ... Show more content on
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Buzz marketing is a great method in gaining customer 's attraction. It is a much more effective
technique because of the sources, which are the customers themselves who are very reliable. The
recommendation by relatives, friends, etc. is more credible than a commercial. Another reason for its
effectiveness is that consumers like the power of reviewing products and being able to share with
other buyers. "Many exhibit an innate desire for social interaction and are concerned about the
welfare of others" (Clow & Baack, 2014, p.281). The purchasers likes being involved with the
product and having their opinions value.
Buzz marketing even with the abundance of benefits is not effective, if the product is not worth the
buzz. One of the most useful piece of advice came from a man named Mark Hughes, the founder of
Herbalife. According to Mark Hughes, the six buttons that start a conversation are the taboo, the
unusual, the outrageous, the hilarious, the remarkable, and secrets. These are used as a conversation
starter because it drives people to be vocal about their opinions.
The first button that we will be focusing on is the taboo. Taboo can mean anything from

Green Marketing, Environmental Marketing And Ecological...
Numerous individuals trust that green marketing alludes exclusively to the advancement or
publicizing of items with ecological qualities. Accordingly green promoting consolidates an
expansive scope of exercises, including bundling changes, changes to the generation process, item
adjustment and in addition changing or altering publicizing.
Almost all the governing institutes and regimes around the world have concerned about green
marketing activities that they have endeavored to regulate them. For example, in the United States
(US) the Federal Trade Commission and the National Association of Attorneys–General have
created broad records looking at green advertising. There has been little try to scholastically inspect
ecological or green advertising. Be that as it may, to characterize green marketing is not a basic
undertaking. The phrasing utilized as a part of this range has fluctuated, it incorporates: Green
Marketing, Environmental Marketing and Ecological Marketing. While green advertising became a
force to be reckoned with in the late 1980s and mid–1990s, it was initially talked about much
before. The American Marketing Association (AMA) held the first workshop on "Biological
Marketing" in 1975. The procedures of this workshop brought about one of the first books on green
advertising entitled "Ecological Marketing". Green marketing is defined as "Environmental or Green
Marketing comprises of all exercises intended to create and encourage any trades proposed to fulfill

The Marketing Process Of Marketing
The marketing world where we live in is changing daily, but the main, basic function on marketing
is remains the same. The simplest, most accurate and understandable explanation of the marketing
process that someone ever gave states that Marketing is mainly about putting "The right product, in
the right place, at the right time and at the right price" (Adcock et al., 2001). It cannot just be
understood as another name for the selling or advertising processes, because it is helping businesses
and organisations which are working for–profit for achieving their targets by establishing a close
relationship links with marketplace and providing them ability to understand customer needs and
desires (Kotler and Armstrong, 2011, p.28). ... Show more content on Helpwriting.net ...
Marketing is not looking bearing profits for businesses only, but also helping their customers
because can provide them a huge benefit such as – be able to choose among the best goods, services,
ideas, information, events and performances, production units and many others. Finding new
potential customers, keeping current and the effort to satisfy their demands is the key point, because:
"Customers are the lifeblood of a business and without them a business has no future" (Davies,
2012, p.2). The purposes of this assignment work is to present an idea, by using marketing research
and planning within the marketing mix for achieving the organisational objectives.
L.O1.1 Review changing perspectives in marketing planning
The marketing planning is a fundamental part of the activities, which any business should take into
consideration if wants to be successful and profitable in the future. Marketing Planning can be
defined as a process that is used by businesses to analyse the environment and its potential for
growth and by inserting into action on the marketing process steps, decisions to be taken for

The Marketing Of A Marketing Audit
A marketing audit is a comprehensive and methodical examination of a company's failures and
successes in terms of marketing. An audit, evaluates the market environment, the marketing
strategies, and the company's goals to better see where the company may be falling short, and
similarly, it shows what is working. In this Audit we will be observing several fields of marketing
relative to the Sony Corporation, it will examine and focus on the Marketing Mix, Environmental
Analysis, and SWOT Analysis. These Analyses will enable us to better understand Sony's strategies
in regards to marketing, what influences affect the company, and what changes may need to be made
in order to correct negative impacts.
This industry conglomerate was ... Show more content on Helpwriting.net ...
They went on to create the first wide screen HD TV, digital recording device, digital camera, and
blue ray player. They developed the first LCD device, the first Internet TV powered by Google and
that's just a brief overview of all the innovations, inventions, and products associated with the Sony
Corporation. (####)
The first computer related product from Sony was introduced in 1967. They co–developed the
microprocessor collaborating with Intel Corp. in 1971; however, the core of their electronics sales
continued to stream from the audio and visual electronic equipment such as TV's and radio systems.
Sony has always stayed true to their mission of designing with functionality and portability in mind
and as that became important to consumers in regards to laptop design, Sony was ahead of the curb
creating more compact designs in addition to the co–development of the word processor and the 3.5
inch floppy disc which was a new and innovative recording medium at the time. (####) Currently,
Sony has become one of the foremost manufacturers of audio, video, information and
communication products for both the customer and the professional business markets; furthermore,
its products are synonymous with quality, and value.
Sony's mission and vision is to design and create innovative quality products which benefit
customers. Their marketing goals are to increase sells, create innovative quality products, and
deliver value to their customers, clients, and partners in

Marketing : Marketing And Relationship Marketing Essay
Integrating Marketing
With the shift in the external marketing environments, Apple has also shifted its marketing strategy.
It personalizes marketing through experiential marketing and relationship marketing. "Experiential
marketing promotes a product by not only communicating a product's features and benefits but also
connecting it with unique and interesting consumer experiences" (Strategic Brand Management, P.
181). Customers can easily experience a sense of community every time they walk in into the Apple
stores. The layout of the store itself is well thought of. The reason that every Apple stores have
basically the same layout with the numerous displays of products is because Apple knows that the
sampling of products is the key to purchasing decisions. I personally enjoy walking into the Apple
store even though I may not plan to purchase anything. The vibe of the store is so welcoming that
customers feel comfortable walking in and out of the store even when not purchasing anything. The
Apple store employees are present in almost every table, ready to provide any information needed
by the customers.
Relationship marketing "transcends the actual product or service to create stronger bonds with
consumers and maximize brand resonance" (Strategic Brand Management, P. 182). This marketing
strategy understands that customers are the key to success. They treated customers with utmost care.
As I mentioned in my personal experience above, Apple created a sense of connection

Marketing : A Successful Marketing
Zachary Harris
Professor Renee Porter
Individual Paper 2
October 2014
Successful Marketing
Marketing is defined as the activity, set of institutions and processes for creating, communicating,
delivering and exchanging offerings that have value for customers, clients, partners and society at
large (Pride 298). Marketing is the exposure of what a firm offers for the consumers. A firm's
products and/or services should be at the customers' fingertips for easy accessibility. Customer
service and satisfaction should be a priority of a firm. Customer satisfaction begins with a
communication link where the needs of consumers are displayed. This is the marketing concept, "a
business philosophy that a firm should provide goods and services that ... Show more content on
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Each function contains numerous activities that contribute to the successful marketing of a product
or service.
Successful marketing starts with the development of a marketing strategy. A marketing strategy is a
plan that will enable an organization to make the best use of its resources and advantages to meet its
objectives (Pride 304). Pride states that a marketing strategy consists of the selection and analysis of
a target market, then the creation and maintenance of an appropriate marketing mix. The marketing
mix involves an incorporation of product, price, promotion and distribution which is created for the
satisfaction of specific target market to occur.
A target market is a group of individuals or organizations, or both, for which a firm develops and
maintains a marketing mix suitable for the specific needs and preferences of that group (Pride 304).
When a firm provides a service or product, they have to "target" people that would have the greatest
benefits from the use of the service or product. A target market is developed after the completion of
extensive research on society to obtain which groups of people or organizations that the products or
services will satisfy their needs through a combination of product, price, promotion, and
distribution. There are two approaches for target market selection and evaluation: The
Undifferentiated Approach and The Market Segmentation Approach.

The Concepts Of Marketing And Marketing
Marketing deals with people 's emotions and feelings, it also includes knowledge about the buyer's
psychology, his motives, attitudes, as well as influences of his family, groups of friends, and culture.
To increase advertisements persuasiveness, advertisers can use various means, such as the theory of
cognitive dissonance
The elements of the marketing process are referred to as "a set of controllable tools that the firm
blends to produce the response it wants in the target market
The marketing process contains four steps. These four steps are all completed with the objective of
creating value for your target customers. Some elements of the steps are executed continuously, for
example monitoring the marketing environment. A few are done annually, that include the annual
development of a marketing communications plan. Lastly, some of the steps, if done correctly, ought
to last for decades, such as segmentation, targeting, and positioning. (According J. Hargrave, 2010)
The Elements of Marketing or Marketing mix which is famously known as the "4P's of Marketing"
(stated by McCarthy in 1960)
Product, Price, Placement or Place and Promotion
Product – The first of the Four Ps of marketing is product. A product may be sometimes a tangible
good or an intangible service that meets a need or desire of consumers. Whether you sell custom
pallets or wood products or provide high end accommodations, it's critical to have a definite grasp of
exactly what your product is together with what

Marketing
Marketing by Tymkiv N.M. and Krytsak O.O.
UNIT 1
MARKETING
1. GENERALITIES One of the areas of management is marketing. Marketing is the process of
planning and executing the conception, pricing, promotion and distribution of ideas, goods, and
services to create exchanges that satisfy individual and organizational objectives. Marketing makes
products available where customers want them by transferring the ownership of products to buyers.
The entire business organization is involved in a dual process of satisfying customer needs and
achieving organizational goals. Implementation of marketing concept begins and ends with
marketing information about customers first to determine what customers need, and later to evaluate
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maintain підтримувати
Exercises I. Translate into Ukrainian: pricing; distribution; promotion; goods and services;
customer; ownership of products; buyer; seller; ability; consumer market; industrial market; target
market; marketing mix; price of the product; promotion of the product; distribution; ingredient;
product ingredient; pricing ingredient; distribution ingredient; promotion ingredient; market
segment; segmentation approach; profit; rebate; pricing strategy; storage; transportation;
intermediary; advertising; publicity; marketing research; income; marketing information system;
internal and external data; evaluate; create; satisfy; involve (in); achieve; determine; buy; sell; reach;
boost; meet needs; select; maintain; estimate; forecast; predict; monitor; produce; develop.
II. Find the English equivalents: процес планування; просування і розповсюдження; товари і
послуги; індивідуальні і організаційні цілі; наявний; споживач; подвійний процес; споживчий
ринок; цільовий ринок; елементи маркетингу; продукція; складова частина (компонент);
компонент продукту; складова

Marketing : Marketing And Online Marketing
Gurbreet Raj
Cambridge Regional College, Nottingham Campus
OTHM Level 7 Diploma in Tourism and Hospitality Management
Student Registration number:
Unit 6: Advanced Research Methods
Research Proposal .......................................................................................... 1
1. Marketing and Online Marketing .................................................................... 2
1.1 Marketing Definition .................................................................................. 2
1.2 Online Marketing Definition ......................................................................... 2
2. Online Marketing Tools ................................................................................ 4
2.1 Search Engine ............................................................................................ 4
2.2 E–communication ....................................................................................... 4
2.3 Social Media ............................................................................................. 5
2.4 Apps and Mobile Devices ............................................................................. 5
3. Application of Online Marketing in a Hospitality Organization (Hilton Hotels) ........... 7
3.1 Key Facts that regulate the Global Online Service in Hilton Hotels .......................... 8
4. Effectiveness of Online Marketing in Hotels Business ............................................ 9
4.1 Advantages and Disadvantages of Online Marketing ........................................... 9
4.1.1 Advantages of Online Marketing .................................................................................... 10
4.1.2 Disadvantages of Online Marketing ................................................................................ 10
4.2 Effectiveness of online marketing in Hilton hotels .............................................. 11
References ................................................................................................... 13
Research Proposal
Impact of Online Marketing on Hotels in the Hospitality Industry
With use of

Introduction
Marketing research is "the process that associates the consumers, customers, and end users to the
marketer through information – information used to classify and describe marketing prospects and
problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and
development understanding of marketing as a process. Marketing research identifies the information
required to address these issues, designs the method for collecting information, manages and
implements the data collection process, analyzes the results, and communicates the findings and
their implications. This is the systematic collecting, recording, and analysis of qualitative and
quantitative data about problems relating to marketing products and services. The aim of marketing
research is to classify and evaluate how changing components of the marketing mix impacts
customer behavior.
Important of market research
Market research is an indispensable part of any industry because that offers products or services to
focused and well targeted. Business decisions that are based on good intelligence and good market
research can minimize risk and pay dividends and by making market research part and parcel of the
business process and conducting market research throughout the lifecycle of a product or service. It
is the best way and to elevate business performance .market research will bring the following
benefits:–
Market research will assistance better communicate:
current

Marketing Concept Of Marketing : Marketing
Marketing concept
Marketing plays a major function in any business organisation. The essence of marketing is about
designing and managing a product and generating exchanges of value from where both the customer
and the organisation can attain benefits. Marketing is the activity, set of institutions and processes
for creating, communicating, delivering and exchanging offerings that have value for customers,
clients, partners and society at large (Solomon, Marshall & Stuart, 2009, p.13). Marketers need to
generate the ideal mix of the marketing elements to meet the needs of their customers in their target
market. Customer satisfaction is the key objective in the marketing concept. Marketing concept
outlines that "marketing begins and ends with customers" (Pride, 2011, p.35). Marketing concept
also requires the business to not only meet the needs of customers but also the goals of the
organisation. Organisations like Threadless have developed unique marketing models to provide
satisfaction to both customers and the organisation. Marketers are required to meet the objectives
and create utility for both its customers and the organisation.
Significance of marketing for organisations
Marketing has a major role in operation and success of any organisation. Marketing is the only the
business function responsible for generating revenue and profits for the firm. Peter Drucker
described this as "marketing and innovation produce results: all the rest are 'costs'." (Kotler &

The Marketing Mix Of Marketing

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