This report discussed various important concepts of marketing in greater details with appropriate examples. Segmentation, targeting and positioning and 4 P’s are the main principles of the marketing.
CHAPTER 19 BUSINESS STUDIES NIOS XII
meaning of marketing;
differentiate between ‘marketing’ and ‘selling’;
importance of marketing
objectives of marketing
functions of marketing
The word Market' has been derived from Latin word VlarketTJs' which refers to the method or place of contact between buyers and sellers. Hence, we can say a market is the place where people gather for the purpose of buying and selling of goods and services. For Example : High Street Markets, Malls tec.
Whereas marketing is an activity of creating, promoting, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
Perceived Value
Q.Do All Companies Need To Practice The Marketing Concept? Could You Cite Companies Existing In Your Market That Do Not Need This Orientation? Which Companies Need It Most?
Key components of a cause marketing campaignSameerShaik43
A cause marketing campaign is a method of marketing that aligns businesses with social beliefs or issues. It is as per the importance, and the campaign execution takes place. Companies show social responsibility and use this tactic to highlight awareness.
https://www.tycoonstory.com/marketing/key-components-of-a-cause-marketing-campaign/
Sustainability Marketing - Marketing Basics and The Problems with MarketingErik Foley
This Powerpoint and embedded videos provide a quick overview of conventional marketing and begin to introduce how this approach has produced both benefits and unintended consequences.
14th Alex Marketing Club (Smarketing) by dr. Amir HassanMahmoud Bahgat
14th Alex Marketing Club (Smarketing) by dr. Amir Hassan
to attend & Get the Address Confirm to me on Pvt WhatsApp
#Mahmoud_Bahgat
00966568654916
#Marketing_Club
Only If you are a Marketer Register as a member & or a Speaker in the link
http://goo.gl/forms/RfskGzDslP
■■■■■■■■■■■■■■
جروبات خاصة عالواتساب ب
محبي العمل فالتسويق فالمستقبل
غير عاملين بالتسويق حاليا للتعلم
■ أهم الإعلانات والأفكار والكتب في التسويق■
■■ *بدون كلام ولا سلام ولا شكرا*■■
فقط اشتراك الجروبات
وليس حضور اجتماعات نادي الماركتينج
■ *(الماركتيرز لهم جروبات خاصة)*■
ويستطيعوا حضور الاجتماعات الشهرية ولنا
■ اشترك في جروب واحد منهم فقط دوس على اللينك ■
Marketing club 19 (Future)
https://chat.whatsapp.com/IqDyV0a7GcPIKhcSKan8zD
Marketing club 20 (Future)
https://chat.whatsapp.com/Kt0SlWIeh3n8JPNrUKBOX8
■■■■■■■■■■■■■■■■
Marketing Club Middle East
Since 29 October 2015
We have 7 groups whatsapp
with 750 marketers
From all middle east
since 9 years
& now 13 more groups
For Marketing Club Lovers as future Marketers
Many non Marketers yet have asked to Attend the Club
((We Wish All can Attend,But Cant right now but soon we will..))
Criteria for attending Marketing Club Meetings
•••••••••••••••••••••••••••••••
For Better Harmony & Mind set.
Must be only Marketer
Also Previous Marketing experience
●Business Managers
●Country Manager,GM
●Directors, CEO
Are most welcomed to add Value to us.
■■■■■■■■■■■■■■■■
《 *Unmatched Criteria*》 till we allow all soon
Not Med Rep,
Not Key Account,
Not Product Specialist,
Not Sales Supervisor,
Not Sales Manager,
●●●●●●●●●●●●●●●●●●
But till you become a marketer
you can join our What'sApp group
Marketing Lover Future Club Group
■■■■■■■■■■■■■■■■
《 *Unmatched Criteria*》
For Conflict of Interest
Also Can't attend
If Working in a Marketing Services Provider
=not Hotel or tourism
=not Restaurant
=not Advertising
=not Event Manager
=not Market Researcher
■■■■■■■■■■■■■■■■
this Club for Only Marketers
Soon will open for all
Very Soon we will have
■ Business Leaders Club ■
For Sales Managers & Directors
Will be Not for Marketers
■■■■■■■■■■■■■■■■
جروب وصفحة الماركتينج كلووب عالفيسبوك
#Marketing_Club Group on Facebook
https://www.facebook.com/groups/837318003074869/
Now we can talk freely In all marketing topics
As open discussion all the time
On our Facebook group
Without disturbing anyone
on our 16 what'sApp groups
To keep what's app groups simple &to the point
Only 2 or 3 posts daily
■اتكلم براحتك على الفيسبوك■
وخلي الواتساب صور وكتبو وبوستات كاملة فقط حتى لا نزعج الناس
اشترك الآن في صفحة الفيسبوك
https://www.facebook.com/MarketingTipsPAGE/
اشترك الآن في جروب الفيسبوك
https://www.facebook.com/groups/837318003074869/
لتسجيل بيناتك لتصلك بعض المحاضرات لو أمكن عالايميل
http://goo.gl/forms/RfskGzDslP
#Marketing_Club
#Mahmoud_Bahgat
00966568654916
■■■■■■■■■■■■■■■
CHAPTER 19 BUSINESS STUDIES NIOS XII
meaning of marketing;
differentiate between ‘marketing’ and ‘selling’;
importance of marketing
objectives of marketing
functions of marketing
The word Market' has been derived from Latin word VlarketTJs' which refers to the method or place of contact between buyers and sellers. Hence, we can say a market is the place where people gather for the purpose of buying and selling of goods and services. For Example : High Street Markets, Malls tec.
Whereas marketing is an activity of creating, promoting, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
Perceived Value
Q.Do All Companies Need To Practice The Marketing Concept? Could You Cite Companies Existing In Your Market That Do Not Need This Orientation? Which Companies Need It Most?
Key components of a cause marketing campaignSameerShaik43
A cause marketing campaign is a method of marketing that aligns businesses with social beliefs or issues. It is as per the importance, and the campaign execution takes place. Companies show social responsibility and use this tactic to highlight awareness.
https://www.tycoonstory.com/marketing/key-components-of-a-cause-marketing-campaign/
Sustainability Marketing - Marketing Basics and The Problems with MarketingErik Foley
This Powerpoint and embedded videos provide a quick overview of conventional marketing and begin to introduce how this approach has produced both benefits and unintended consequences.
14th Alex Marketing Club (Smarketing) by dr. Amir HassanMahmoud Bahgat
14th Alex Marketing Club (Smarketing) by dr. Amir Hassan
to attend & Get the Address Confirm to me on Pvt WhatsApp
#Mahmoud_Bahgat
00966568654916
#Marketing_Club
Only If you are a Marketer Register as a member & or a Speaker in the link
http://goo.gl/forms/RfskGzDslP
■■■■■■■■■■■■■■
جروبات خاصة عالواتساب ب
محبي العمل فالتسويق فالمستقبل
غير عاملين بالتسويق حاليا للتعلم
■ أهم الإعلانات والأفكار والكتب في التسويق■
■■ *بدون كلام ولا سلام ولا شكرا*■■
فقط اشتراك الجروبات
وليس حضور اجتماعات نادي الماركتينج
■ *(الماركتيرز لهم جروبات خاصة)*■
ويستطيعوا حضور الاجتماعات الشهرية ولنا
■ اشترك في جروب واحد منهم فقط دوس على اللينك ■
Marketing club 19 (Future)
https://chat.whatsapp.com/IqDyV0a7GcPIKhcSKan8zD
Marketing club 20 (Future)
https://chat.whatsapp.com/Kt0SlWIeh3n8JPNrUKBOX8
■■■■■■■■■■■■■■■■
Marketing Club Middle East
Since 29 October 2015
We have 7 groups whatsapp
with 750 marketers
From all middle east
since 9 years
& now 13 more groups
For Marketing Club Lovers as future Marketers
Many non Marketers yet have asked to Attend the Club
((We Wish All can Attend,But Cant right now but soon we will..))
Criteria for attending Marketing Club Meetings
•••••••••••••••••••••••••••••••
For Better Harmony & Mind set.
Must be only Marketer
Also Previous Marketing experience
●Business Managers
●Country Manager,GM
●Directors, CEO
Are most welcomed to add Value to us.
■■■■■■■■■■■■■■■■
《 *Unmatched Criteria*》 till we allow all soon
Not Med Rep,
Not Key Account,
Not Product Specialist,
Not Sales Supervisor,
Not Sales Manager,
●●●●●●●●●●●●●●●●●●
But till you become a marketer
you can join our What'sApp group
Marketing Lover Future Club Group
■■■■■■■■■■■■■■■■
《 *Unmatched Criteria*》
For Conflict of Interest
Also Can't attend
If Working in a Marketing Services Provider
=not Hotel or tourism
=not Restaurant
=not Advertising
=not Event Manager
=not Market Researcher
■■■■■■■■■■■■■■■■
this Club for Only Marketers
Soon will open for all
Very Soon we will have
■ Business Leaders Club ■
For Sales Managers & Directors
Will be Not for Marketers
■■■■■■■■■■■■■■■■
جروب وصفحة الماركتينج كلووب عالفيسبوك
#Marketing_Club Group on Facebook
https://www.facebook.com/groups/837318003074869/
Now we can talk freely In all marketing topics
As open discussion all the time
On our Facebook group
Without disturbing anyone
on our 16 what'sApp groups
To keep what's app groups simple &to the point
Only 2 or 3 posts daily
■اتكلم براحتك على الفيسبوك■
وخلي الواتساب صور وكتبو وبوستات كاملة فقط حتى لا نزعج الناس
اشترك الآن في صفحة الفيسبوك
https://www.facebook.com/MarketingTipsPAGE/
اشترك الآن في جروب الفيسبوك
https://www.facebook.com/groups/837318003074869/
لتسجيل بيناتك لتصلك بعض المحاضرات لو أمكن عالايميل
http://goo.gl/forms/RfskGzDslP
#Marketing_Club
#Mahmoud_Bahgat
00966568654916
■■■■■■■■■■■■■■■
Marketing management is the process where the economical measurement of competitor are examined and people needs are fulfilled. Read this document to know how to develop lots of marketing skills for successful business.
https://www.assignmentdesk.co.uk/marketing-assignment-help
Consumer Behavior and Marketing StrategyChapter 1.docxmaxinesmith73660
Consumer Behavior and Marketing Strategy
Chapter 1
Consumer behavior Definition
Consumer behavior is the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society.
Key Aspects Regarding Consumer Behavior
Need extensive information about consumer behavior (i.e., organizations are regularly applying theories and information about consumer behavior)
Need to obtain information about specific consumers of interest (i.e., conduct research)
Key Aspects Regarding Consumer Behavior (continued)
3. Consumer behavior is complex and multidimensional (note: research increases the odds for success but is not a guarantee that you will succeed)
4. Marketing approaches that focus on modifying consumer behavior can involve ethical concerns (e.g., marketing Coca Cola can provide consumers with an enjoyable drink but also a lot of sugar consumption can have unhealthy effects such as cavities in teeth)
Applications of Consumer BehaviorMarketing StrategyRegulatory PolicySocial MarketingInformed Individuals
Marketing StrategyMarketing strategies and tactics are based on explicit or implicit beliefs about consumer behavior.Decisions based on explicit assumptions and sound theory and research are more likely to be successful than are decisions based solely on implicit intuition.Knowledge of consumer behavior can be an important competitive advantage and can greatly reduce the odds of bad decisions and market failures!
Regulatory PolicyVarious regulatory bodies exist to develop, interpret, and/or implement policies designed to protect and aid consumer [e.g., Food and Drug Administration, (FDA)].Effective regulation of many marketing practices requires an extensive knowledge of consumer behavior.
Social MarketingSocial marketing is the application of marketing strategies and tactics to alter or create behaviors that have a positive effect on the targeted individuals or society as a whole.As is true for commercial marketing strategy, successful social marketing strategy requires a sound understanding of consumer behavior.
Informed IndividualsMost economically developed societies are referred to as consumption societies. Most individuals in these societies spend more time engaged in consumption than any other activity, including work or sleep.Knowledge of consumer behavior can enhance our understanding of our environment and ourselves. Such an understanding is essential for sound citizenship, effective purchasing behavior, and reasoned business ethics.
Marketing Strategy and Consumer BehaviorCustomer value is the difference between all the benefits derived from a total product and all the costs of acquiring those benefits.It is important that one considers the customer’s perspective.Providing superior customer value requires the organization to do a better job o.
Discussion 1This week of assigned reading of the course market.docxcharlieppalmer35273
Discussion 1
This week of assigned reading of the course marketing management mainly focused on brands. It effectively discussed the marketing framework that includes key topics such as 5Cs, STP, and 4Ps. I found these concepts presented in this week of reading interest because they provide an effective focus on the brand of a firm, understand the brand image of a firm and undertake significant actions to control the risks and promote the brand recognition of a firm. It offers effective focus into the customers of a firm, company, understands the context, collaborations, and competitors of a firm (Iacobucci, 2016). It also offers to focus on the segmentation of customers, targeting and positioning, product price, and place and develop effective strategies to promote the products and enhance the brand reputation of a firm and achieve good results. It also tells the importance of a brand for the company and the different types of functions the brands serve and associations and the various types of brand strategies. It helps to gain significant knowledge into various brands and develop effective strategies to promote the brand and increase the sales of goods and services of a firm effectively and assess the quality of a brand effectively. It is noticed that the brand is a portfolio of qualities that are linked with the name of a brand. It invokes the images of the brand and enables the company to promote the brand and control the image of a brand in the marketplace. It also helps to shape a product and package, make the color and symbol of the brand logo of a firm, and reflect the products and service offerings of a firm effectively. The marketer selects the name of a brand to increase the benefits and increase communication with the customers. The brands of a firm can be local, global, co branded. It offered effective insight into the personalities of a brand, experiences of a brand affective, behavioral and intellectual, communities and strategies, and extensions. These help to gain effective knowledge into brand strategies and develop effective tactics and promote brand well.
Based on the observation of methodology following by Inter brand to evaluate the brands offering by it is effective. It is following forward methodology and offering both the local and global brands to serve customers well (Interbrand, 2020). I will improve the brand of a firm by identifying the key weaknesses in the brand, identifying personalities, customer views and services, and developing effective brand strategies. One of my favorite brands is Apple because the strategies following it are effective and reflect the products and services of it and provides benefits for the customer. The brand I hate is Redmi. The main reason I hate this brand is that methodology and strategies followed by this brand are not helpful for the customers and quality is not good.
References:
Iacobucci, D. (2016). Marketing Management. Cengage Learning.
Discussion 2
In today’s busines.
MKT574 WK1 Assignment Concepts and Applications WorksheetWorksIlonaThornburg83
MKT/574 WK1 Assignment: Concepts and Applications Worksheet
Worksheet
Name:
Question
Answer
Application
Citation
What is marketing?
Marketing is a process through which an organization engages the target market to build strong relationships and, in return, get sales.
It involves the promotion and selling of products or services and will involve much research and then advertising.
The marketing department in the company implements this.
Several strategies can be applied: social media marketing, email marketing, conversational marketing, TV advertising, and direct selling.
(Blythe & Martin, 2019)
What are common misconceptions of marketing?
Marketing misconceptions are wrong thoughts that people have about how to approach marketing. The following are some examples:
1. Small businesses do not need marketing-this misconception leads many small businesses to fail.
2. The marketing plan only involves advertising-this is not true because marketing plans do not only use the traditional advertising strategies today.
3. A business does not need to market to existing customers-this is a severe misconception because keeping customers involves keeping them engaged or through.
Having marketing misconceptions costs the business because it fails to fully take advantage of marketing strategies that can help to bring in more customers and keep the loyalty of the existing customers.
An example will be a scenario where the business fails to advertise because it feels that it has enough customers.
(Pride & Ferrell, 2021)
What role do value and exchange play in marketing?
Value is the difference between what the customer perceives to be the product's benefit and the product's cost compared with other products. It plays a critical role in determining the worth of the product being provided in the market.
Exchange is what happens when people trade products or services. The role of the exchange is to provide utility which means that the product the company is selling should be less in value than the benefits.
Value and exchange result in profit for the business.
Value and exchange provide a means for a company to determine the best marketing strategies and set the correct prices. The goal is to ensure that the company can gain profits throughout the whole process.
(Wood, 2016)
What is the marketing mix? [Hint: 4Ps]
The marketing mix can be considered the tactics that any business uses to promote its product(s) or service(s) in the market.
It is centered around the 4P's: price, place and promotion of the product or service. These 4P's interact significantly with each other and, they are usually limited in different ways by both internal and external issues.
The marketing mix is necessary to help companies identify what the customers want, how the product or service they are producing meets that need, how it is perceived in the market, and the competitive advantage compared to competitors.
The marketing mix is a marketing tool that determines the specific aspects t ...
E- Marketing Strategies
A marketing strategy refers to a business' overall game plan for reaching prospective consumers and turning them into customers of the products or services the business provides.
Marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. A marketing strategy should be centered on the key concept that customer satisfaction is the main goal. Fulfillment of wants of the prospects is one the important goals of marketing activities.
Unit 2 Marketing Essentials
Marketing Essentials
Introduction
This unit is designed to introduce students to the principles of marketing, enabling
them to develop a basic marketing plan and to employ elements of the marketing
mix to achieve results. While they will learn the underpinning theories and
frameworks, they will also be able to relate these to real-world examples, including
products/services that they encounter in their own daily lives.
Welcome to the dynamic world of product marketing! Whether you're a seasoned marketing professional or just stepping into the captivating realm of marketing, understanding the nuances of product marketing is essential. In this article, we're going to take a deep dive into the heart of product marketing and explore what it entails.
Palestine last event orientationfvgnh .pptxRaedMohamed3
An EFL lesson about the current events in Palestine. It is intended to be for intermediate students who wish to increase their listening skills through a short lesson in power point.
How to Split Bills in the Odoo 17 POS ModuleCeline George
Bills have a main role in point of sale procedure. It will help to track sales, handling payments and giving receipts to customers. Bill splitting also has an important role in POS. For example, If some friends come together for dinner and if they want to divide the bill then it is possible by POS bill splitting. This slide will show how to split bills in odoo 17 POS.
We all have good and bad thoughts from time to time and situation to situation. We are bombarded daily with spiraling thoughts(both negative and positive) creating all-consuming feel , making us difficult to manage with associated suffering. Good thoughts are like our Mob Signal (Positive thought) amidst noise(negative thought) in the atmosphere. Negative thoughts like noise outweigh positive thoughts. These thoughts often create unwanted confusion, trouble, stress and frustration in our mind as well as chaos in our physical world. Negative thoughts are also known as “distorted thinking”.
How to Make a Field invisible in Odoo 17Celine George
It is possible to hide or invisible some fields in odoo. Commonly using “invisible” attribute in the field definition to invisible the fields. This slide will show how to make a field invisible in odoo 17.
Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
This is a presentation by Dada Robert in a Your Skill Boost masterclass organised by the Excellence Foundation for South Sudan (EFSS) on Saturday, the 25th and Sunday, the 26th of May 2024.
He discussed the concept of quality improvement, emphasizing its applicability to various aspects of life, including personal, project, and program improvements. He defined quality as doing the right thing at the right time in the right way to achieve the best possible results and discussed the concept of the "gap" between what we know and what we do, and how this gap represents the areas we need to improve. He explained the scientific approach to quality improvement, which involves systematic performance analysis, testing and learning, and implementing change ideas. He also highlighted the importance of client focus and a team approach to quality improvement.
The Indian economy is classified into different sectors to simplify the analysis and understanding of economic activities. For Class 10, it's essential to grasp the sectors of the Indian economy, understand their characteristics, and recognize their importance. This guide will provide detailed notes on the Sectors of the Indian Economy Class 10, using specific long-tail keywords to enhance comprehension.
For more information, visit-www.vavaclasses.com
The Roman Empire A Historical Colossus.pdfkaushalkr1407
The Roman Empire, a vast and enduring power, stands as one of history's most remarkable civilizations, leaving an indelible imprint on the world. It emerged from the Roman Republic, transitioning into an imperial powerhouse under the leadership of Augustus Caesar in 27 BCE. This transformation marked the beginning of an era defined by unprecedented territorial expansion, architectural marvels, and profound cultural influence.
The empire's roots lie in the city of Rome, founded, according to legend, by Romulus in 753 BCE. Over centuries, Rome evolved from a small settlement to a formidable republic, characterized by a complex political system with elected officials and checks on power. However, internal strife, class conflicts, and military ambitions paved the way for the end of the Republic. Julius Caesar’s dictatorship and subsequent assassination in 44 BCE created a power vacuum, leading to a civil war. Octavian, later Augustus, emerged victorious, heralding the Roman Empire’s birth.
Under Augustus, the empire experienced the Pax Romana, a 200-year period of relative peace and stability. Augustus reformed the military, established efficient administrative systems, and initiated grand construction projects. The empire's borders expanded, encompassing territories from Britain to Egypt and from Spain to the Euphrates. Roman legions, renowned for their discipline and engineering prowess, secured and maintained these vast territories, building roads, fortifications, and cities that facilitated control and integration.
The Roman Empire’s society was hierarchical, with a rigid class system. At the top were the patricians, wealthy elites who held significant political power. Below them were the plebeians, free citizens with limited political influence, and the vast numbers of slaves who formed the backbone of the economy. The family unit was central, governed by the paterfamilias, the male head who held absolute authority.
Culturally, the Romans were eclectic, absorbing and adapting elements from the civilizations they encountered, particularly the Greeks. Roman art, literature, and philosophy reflected this synthesis, creating a rich cultural tapestry. Latin, the Roman language, became the lingua franca of the Western world, influencing numerous modern languages.
Roman architecture and engineering achievements were monumental. They perfected the arch, vault, and dome, constructing enduring structures like the Colosseum, Pantheon, and aqueducts. These engineering marvels not only showcased Roman ingenuity but also served practical purposes, from public entertainment to water supply.
Ethnobotany and Ethnopharmacology:
Ethnobotany in herbal drug evaluation,
Impact of Ethnobotany in traditional medicine,
New development in herbals,
Bio-prospecting tools for drug discovery,
Role of Ethnopharmacology in drug evaluation,
Reverse Pharmacology.
The Art Pastor's Guide to Sabbath | Steve ThomasonSteve Thomason
What is the purpose of the Sabbath Law in the Torah. It is interesting to compare how the context of the law shifts from Exodus to Deuteronomy. Who gets to rest, and why?
Chapter 3 - Islamic Banking Products and Services.pptx
Marketing Principles
1. Marketing Principles
Marketing is a very importantand integralpartof any
organization irrespectiveof the sectorthey belong to.This
reportdiscussed variousimportantconceptsof marketing in
greaterdetails with appropriateexamples. Segmentation,
targeting and positioning and 4 P’sare the main principles of
the marketing.
Richard Docc
2. Marketing Principles
2 www.hndassignments.co.uk
Introduction
Marketing consists of all the acuities that are performed by the organizations to create, communicate and
deliver the values to the customer according to their requirements and satisfying them. It is an integral
part of the functions of any organization. Business for any organizational structure is bring by the
marketing only. It takes part in all the activities of the organization from strategic planning to final
delivery of the product to ensure customer satisfaction. This report would aim at discussing various
important concepts of marketing in details with reference to one or two organization. Segmentation,
targeting and positioning and marketing mix are some of the most important concepts in marketing and
this report would detailed out these important concepts for providing a proper understanding of these
concepts.
Task 1 Marketing Concepts
Key Issues and Elements
For the purpose of understanding marketing strategy in details, Starbucks is being selected.
Starbucks is a multinational chain of coffeehouses and was started as a small coffee shop in UK. This
organization has become a famous brand by use of effective marketing over the time. The main issues
related to marketing are the use of marketing mixes in such a manner that it attracts the maximum number
of consumers from the available market. As mentioned in the definitions of marketing, identification of
the customers’ requirements and processing their requirements and satisfaction of customers with the help
of effective marketing efforts is the main task for the marketing department of any organization. The
marketing process of Starbucks includes all the activities which are used by the organization in order to
create, communicate and deliver the values to the customers and the employees of the organizations. The
3. Marketing Principles
3 www.hndassignments.co.uk
main elements of marketing are the creation of the values to the customers, employees and the
shareholders so that they can take part in the various activities of the organization in effective and
efficient manner. Other elements of marketing process are the satisfaction of the customer with the help
of the exchanged values and products between the customer and the organization. The main issue in the
marketing is the communication about the value that the product of the organization would provide to the
consumer by its consumption. The marketing efforts of organization are taken in different manners by
different customers. The main element in the marketing process is to teach, spread awareness about the
products or services of Starbucks to the consumers in an effective and efficient manners and attracting
maximum number of customers from the available market share. So, it can be easily understood that the
marketing process is an important activity for Starbucks and helped the organization in a great manner
(Burnett, 2008).
Marketing Orientation
Different kinds of organizations use different kinds of orientation for their marketing strategy.
These orientations have evolved over the time and with the changing demands of the consumers these
orientation have been changed. Various kinds of orientations used by various kinds of organizations are
production, selling, product oriented marketing, holistic marketing etc. Other approaches that can be used
by the organizations are relationship marketing, societal marketing, branding and industrial marketing etc.
Customer oriented marketing and organizational oriented marketing are another approaches of the
marketing used by the organizations. Starbucks has used various kinds of marketing orientation over the
time and with the changing time the orientation has changed. There is a debate about the marketing
orientation of the Starbucks that whether Starbucks uses product orientation or the market oriented
marketing strategy. Product oriented marketing process focuses on the quality of the products in their
marketing efforts. In a product oriented marketing process, the organization assumes that the quality of
the products is the main element for the success ofthe organization and the high quality of the product
ensures that the high standard of the product quality would result in more and more consumers and more
and more consumption of the products. Organizational orientated marketing efforts focus on the brand of
the organization for the success of the marketing efforts from the organization. These efforts assume that
the organization brand is the main element for the organization to visit the stores of Starbucks. The brand
of the organization is the main element to attract the consumers to the organization. The costs associated
with the product oriented marketing efforts are the costs of the operations of the organization for the
quality products from the organization and the benefits associated with the approach are the loyal
customers due to the continued quality product from the organization and the increased life time value of
the customer. The benefits of the organizational oriented marketing approach of the Starbucks are the
increased brand value and the images of the organization with their continued efforts and the costs
associated are the costs spent on the brand building by the organization. To summarize, Starbucks has
used quality products for the marketing efforts along with its strong brand image (Rippin, 2007).
4. Marketing Principles
4 www.hndassignments.co.uk
Task 2 Marketing Segmentation
Segmentation
Segmentation is basically the categorization of the customers in a market on the basis of their needs,
wants and requirements. It is very important for the organization irrespective of their belonging to product
or service sector. Segmentation helps the organizations in understanding the actual requirements of the
customers and helps them in providing products and services to the customers according to their actual
requirements. It helps the organizations in satisfying their customers in an effective and efficient manner.
Markets can be segmented on demographic, psychographic, geographic or behavioural basis. The markets
of different countries comprise of different kinds of customers and the demands and the wants of the
customers change on these basis. Considering the example of Starbucks, the products and services of
Starbucks are the coffee chain houses and segment the market on the basis of the income level of the
consumers and according to the age of the consumers. Basically, Starbucks segment the market on the
basis of demography. The features, quality and physical properties of the products and services change
from one organization to another. So, they segment the market according to the products or service
fitment. Segmentation is the first and most important activities of the marketing strategy of Starbucks.
Finally, it can be summarized that segmentation is necessary to get success by the organizations (Craft,
2011).
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Targeting Strategies
Once the organizations segment the market according to the properties of the market on the basis of
different factors, organizations target the most appropriate segment according to the products and services
offered by the organization. There are various kinds of targeting strategies that can be used by the
organizations to find most appropriate targets for the products and services of the organizations. Mass
marketing, direct marketing, concentrated marketing, differentiated marketing are the mostly used
targeting strategies used by the organizations to attract the customers. Mass marketing involves targeting
all the customers of the available market, differentiated marketing involves targeting customers by
differentiated products and services according to their requirements. Concentrated marketing efforts mean
targeting a specific segment for the products and services offered by the organizations. Starbucks uses
concentrated targeting of the identified segments according to their services. Their main targets are well
educated customers and mostly from age groups of 20 years to 40 years. So, it can be stated that targeting
strategies are important for the organizations to target the beneficial segments (Stanton, 2011).
Positioning Strategies
Positioning strategies of any organization means to position the products or services from the
organizations according to the business and marketing objectives of the organizations. After the
segmentation and the target segment for the organizations are identified, it is the main task of the
organization to position their products and services to show the value of the products or services to the
consumers. Most of the organizations use positioning statement to sell the products benefits to the
consumers. Organizations position their products or services according to the brand of the organizations
or on the basis of the products itself. Once a product is positioned on the basis of product qualities or the
brand of the companies by any organization, if there are some kinds of issue related to the positioning of
the products or services due to the environmental forces or market changes, it becomes necessary for the
organizations to reposition their products or services to attract the customers towards their organization.
Positioning informs the consumers about the quality of the products or services in a direct or indirect
manner. Organizations had to reposition the entire company in the case of requirements. These actions are
performed by the organizations in case of a wrong positioning of their products or services
(Diamantopoulos, 2010).
Buyer behaviour
The marketing activities of the organizations are affected by the behaviour of the buyers in different
buying situations. The buyer behaviour is itself influenced by various factors from the individual
influences, organizational influences, household and family influences and the group influences etc. The
buyer behaves in different situations in different manner depending upon the kind of the products or
services he/she is going to buy. If the products are of personal use, the buyer behaves according to
personal traits or by the effect of the marketing efforts of the organization. If the products are for family
use, the buying decisions for product or services are influenced by any of the above influencing
categories. The different behaviour of the buyer for different categories of products highly influence and
affect the marketing efforts of the organizations. Buyer behaviour is an important aspect for the
organization as it highly impacts the final sales decision of the customer directly or indirectly. The
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organization need to focus their marketing efforts by considering the buyer behaviour during the buying
decision in order to convert the marketing efforts into the sales of products or services. The attitudes,
motivation, mood, personal traits, cultural aspects etc are the main factor for the buying decisions of the
buyers. So, the marketing personnel of the organizations need to focus on these aspects while marketing
the product or services to the customers (Megicks, 2010).
Marketing Mix
Marketing mix is basically a tool used by the marketers for their marketing efforts. It is most important
for the organization for determining the value of the products or services offered by the organizations.
Marketing mix basically consist of 4 Ps for products i.e. Product, place, price and promotion and for
services people, process and physical evidence s added to this 4Ps. The marketing mix of the organization
differs from one segment to another and the organizations define their marketing mix according to their
targeted segments. Product is the physical features or the quality of the offerings from the organizations.
Meaning of quality and the features of the offering differ from one segment to another. Like for example,
a mobile phone for a segment can be only used for receiving and dialing calls while for another segment it
can be the other features like mobile internet and cameras etc. Price is the exchange provided by the
customers to the organization. Place refers to the accessibility of the products or services from the
organization to the customers. Promotion means the activities of the organization to create awareness
among the customers about the offerings from the organization. So, it can be concluded that marketing
mix is the most important tools for the organizations and differ from one segment to another (Sudhir,
2010).
Task 3 Marketing Mix
Macro Environment of Sainsbury
Sainsbury’s is a retail chain store of the UK and is famous in the country for the services provided by
them. The products and services provided by the organizations are being accepted by the consumers in a
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great manner because organization offers a balanced portfolio of products and services. As organization is
looking forward for the expansion of its services in the international market, it is necessary to do an
assessment of the macro environmental factors that can affect the organization in direct or indirect
manner. The marketing efforts for international market of the organizations differ from that for the
domestic markets. The macro environment of the Sainsbury’s in the expansion of market involves the
various factors which can be analysed by the use of PESTLE analysis. The political environmental factors
are country specific. The political factors impact the business of the organization in a manner that the
rules and regulations defined by the governments change with the change in the government so a country
which has stable government can be favorable for the organization. India which don’t have stable
government but have policies to attract foreign investment can be a good market for Sainsbury’s.
Economic environment impacts the organization’s business in a manner that the economic phase the
country is going on decides the purchasing power of the consumers and the tax rates, interest rates and
exchange rates of the economy which play an important role in the success of the business of Sainsbury’s.
India is a better choice for Sainsbury’s as this country doesn’t have much impact of the recessionary
situations. Technological environment impacts the organization in a manner that the new technological
innovations in the countries impact the way business is conducted within the organization. Legal
environment of the country imposes various kinds of the laws and regulations in terms of the labour use
and the operating facilities etc. Considering all the impacts of the various environments discussed, India is
the best choice for the organization as there are lots of opportunities for the organization to explore there.
International marketing differ from domestic marketing in many ways as the organization has to establish
a global brand in place of a local brand. The competition in international market is heavy as there is more
number of players in the market. The acquisition of customers is relatively easy as the market size is
large. Finally, it can be concluded that the international marketing for Sainsbury’s for their products and
services is better in the reference of India and organization can increase their revenue by exploring the
opportunities available there (Kotler, 2011).
Importance of 4P’s of marketing Mix
Marketing mix is a very important marketing tool used by the marketers for the effective marketing
efforts. 4 P’s i.e. product, price, place and promotion are used for the products offered by the
organizations in order to achieve the goals and objectives in an effective and efficient manner. Product
element of the marketing mix refers to the features, quality and physical appearance of the offerings from
the organization. It is basically the item which satisfies the needs of the customers. It can be tangible or
intangible. Tangible products are those which have a physical and independent existence while intangible
products refer to the services and don’t have physical existence. Each product has a life cycle. The
product offered by the organization is mainly responsible for the success of the organization as the
consumers look for mainly the offerings for the consumption of the value in return of the price paid by
them. The price is the exchange given by the consumers in return of the products or services consumed by
them. It is important from the perspective of consumer as the consumer look forward for the low price
and the better quality products in the market. It is also important from the perspective of organization as
well since it generates the profits for the organization and enables the organization in achieving a
sustainable growth. Place refers to the distribution channels used by the organization for the delivery of
the services or products from the organization to the consumers. It is basically the accessibility of the
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products or services from the organization to the consumers. More accessibility means more sales for the
organization while many a time, less accessibility is also a planned activity by the organization to
generate more demand in the market to increase the profits. Promotion means all the activities done by the
organization to teach the consumers and to make aware about the offerings. It includes various activities
like selling, advertising, public relations etc and is important for the success of the organization.
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Importance of additional P’s
Apart from the 4P’s discussed above there are three additional P’s that are used by the organizations
working in service sectors. These additional P’s are people, process and physical evidence as they play an
important role in the service delivery to the consumers. People who deliver the service to the consumers
are critical as they represent the organization. Their skills and ability to deliver the service and the manner
they deliver the service leaves an impact on the consumers. Customer care support has become an
essential part of the organizations as it is most important to serve the consumer after sales so that
customer don’t face problem in the consumption of the product or service. Various processes like query
handling, job queuing, need identification etc are important to the consumers as they are directly related
to the customer satisfaction. If customer has to wait for long for his service, he may get frustrated and ay
switch to another service provider. So, organizations need to take care of the various processes involved
in the service delivery and need to manage in a manner that customer is satisfied with the way service is
being delivered. Physical evidence refers to any evidence which can depict that the service was performed
for the consumer. Physical layouts of store, packaging of the delivered item, the placement of the
products or services within the layout etc are some of the example of physical evidence. Finally, it can be
summarized by stating that these three P’s play an important role in the service delivery and impacts the
customer satisfaction (Frow, 2011).
Sustaining Competitive Advantage
In a competitive environment where there are various players for the same kind of products or services in
the market, it has become a challenge for the organization to sustain them by achieving competitive
advantage over other organizations. Organizations can get competitive advantage with the help of their
quality products and services along with the proper customer support. Organizations are trying to achieve
and sustain competitive advantage with the help of product development process. Organizations can
sustain competitive advantage with the help of cost leadership, differentiation, innovation and operational
efficiency. The best method for the organizations is differentiation in the product development and
putting their product apart from the same kind of products from their competitors. Under this strategy of
product development, organizations develop variety of products with such features which are not being
offered by competitors till now and attract customers. Such features and variety in the product is hard to
imitate by the competitors or if they can imitate, it is much costly for them. It mostly refers to the
customization of the products or services according to the customer’s requirements. In this manner, the
organization would be able to provide such products or services which satisfy the customer’s
requirements and give the organization a sustainable competitive advantage in the market (Wright, 1992).
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Conclusion
Marketing is a very important and integral part of any organization irrespective of the sector they belong
to. This report discussed various important concepts of marketing in greater details with appropriate
examples. Segmentation, targeting and positioning and 4 P’s are the main principles of the marketing. In
fact, whole marketing efforts revolves around these concepts. The international marketing for Sainsbury’s
is important to increase revenues of the organization and the targeted market as discussed in the above
section would help the organization in doing so in an effective manner. With the help of this report, all the
concepts related to the subject learned during the course are being implemented in a better manner.
References
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Hassan, S. S., & Craft, S. H. (2011).An examination of global market segmentation bases and strategic positioning
decisions. International Business & Economics Research Journal (IBER), 3(9).
Kotler, P. (2011). Reinventing marketing to manage the environmental imperative. Journal of Marketing, 75(4), 132-135.
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