MAEKINTING ENVIRONMENT Marketers knowledge on external en.docx

MAEKINTING
ENVIRONMENT
Marketers knowledge on external environment of marketing
empower them to forecast plausible proceedings from the
outward condition which will influence certain marks, and
subsequently describe compelling techniques to regulate the
organization to the environment and overturning the apparent
danger into profits.
Marketer’s activities are to fashion compelling streams of goods
and undertakings from the determination of generated to
purchasers despite dissimilar manageable and uncontainable
influences which do not count for or in contrast to one at the
same time as turning a return for the association
The outward environment of marketing is contained of
unmanageable influences outside of the association. These
influences that can impact the business are unmanageable
claiming the marketer does not have any power concerning
them, but rather, he or she is able to respond and correct their
pressures and influences with a manageable mixture module
from the interior condition.
Critical Environments
Competitor Environment
Governmental Environment
Environmental
Social and Cultural

Demographical
Technology
(1) Competition: Competitive rivalry introduces the measures of
comparative driven item brands' marketers within a business,
the volume of the business and marketing capitalizations.
Marketers may not always have a straight impression on
competition, yet instead it is imperative that advertisers
examine practices, and plan viable systems applying
manageable influences.
(2) Government strategies: the government activities suggest the
regulations and legitimateness which organizes territory, the
government has much influence on business tasks of marketers.
E.g., governmental restraints on the import or export of a
particular merchandise might prevent the marketer in
performance in that exact arena.
(3) Natural powers: this indicates the ecological and geological
conditions, and this environment contains the available or
deficiencies of normal resources which will sway or ruin
creation revenue. For instance, the weather conditions.
(4) social and cultural environment: the social and cultural
environment introduces the construction and flow of the public
and assemblies of different cultures and the customs, faiths,
mindsets and lifestyles, affiliation. Enormous figures of these
cultural relationships drives a great distant effect tasks of the
marketer.
(5) Demographic elements: demography indicates examination
of people, perhaps the, ages, sex, matrimonial standing,

profession, domestic approximation, and such. Nevertheless, the
demographical environment is critical for the reason that one is
unable to regulate a person’s sex, age, matrimonial standing
within the outward condition, nevertheless precise gauge of this
environment drives a long way to empower marketers in
figuring out forthcoming trends and consumptions of products.
Technological environment: Tech innovations represent ample
problems for marketers, technology effects the types of products
which marketers can propose. For example, technological
innovation has transformed items like word processors
machineries into more capable PC frameworks. Marketers are
not able to halt the progression of modernization of technology,
even so they are capable of figuring out what ways to fine-tune
their efforts to technological deviations
Opposing Viewpoint
Someone with an opposing viewpoint might only consider one
of these environment as the most critical. Yet they all play a
role in the over all activities of the marketer. It is almost like
one cannot be considered without the other. If marketers only
consider on environment, they will surly run into issues when
presenting and delivering aa new product to consumers.
Supporting Argument
Marketers must consider the best ways to market their product.
If a marketer only considers 1 environment such as the
demographic environment as the most critical environment they
can limit their activities. Marketers must also consider what the
population of this demographic want and need. This is why the
social and cultural environment plays right into this type of
forecasting. Marketers must think of all environments equally.
Recommendations
The recommendations are for the organization to take a gander
at all of the conditions as they relate with the attributes of the
shopper and the manufacturing and global markets. These
attributes empower a marketer to distinguish and choose the sort
of market to fulfill with their constrained assets. The attributes

allude to the characteristics, extraordinary and similitudes that
make up the two markets. A short time later, situation arranging
is the approach. Situation planning utilizes the data assembled
from the conditions to decide the most ideal approach to offer
and market to their clients.
Adopting a research philosophy represents the starting point of
the research process. According to Saunders, Lewis and
Thornhill (2009, p. 107) research philosophy ‘relates to the
development of knowledge and the nature of that knowledge’
and thereby stands for a certain view of the world of the
researcher. The research philosophy adopted builds the basis for
the following research process and influences aspects like the
formulation of the research question and the selection of
research methods (Hesse-Biber and Leavy, 2011; Bryman and
Bell, 2011).
The quantitative method is based on the "scientific method,"
which has its roots in the physical sciences. It is a search for
truth. This method has three steps: state the objective or
hypothesis of an experiment, gather the appropriate data, and
evaluate the results to ascertain whether the objective was met
or the hypothesis proved or disproved. The scientific method
requires structure. The researcher defines and frames the data to
provide specific focus.
The term ‘quantity’ in this research approach refers to
measuring and counting and implies an emphasis on
quantification in the area of data collection and analysis.
Quantitative research has its roots in natural science which
postulates that ‘knowledge about reality can only be obtained
“through the eyes of the researcher”’ (Jonker and Penning,

2010, p. 66). It is based particularly on the assumptions of
positivism and ‘embodies a view of social reality as an external
objective reality (Bryman and Bell, 2011, p. 27). Quantitative
research works with closed questions, which are elaborated
from existing theories. These questions result in a problem
definition, which will not change during the research process
(Jonker and Penning, 2010, p. 66). The theory is then tested in a
deductive empirical cycle. Saunders, Lewis and Thornhill
(2009, p. 125) describe the main characteristics of deductions
processes as follows: Explanation of causal relationships
between variables Testing of hypothesis Reliability by using
highly structured methodology Reduction of problems/concepts
to the simplest possible elements to allow operationalization
Selection of samples with sufficient numerical size to allow
generalization Quantitative research approaches can be
criticized for several aspects. The emphasis on figures entails
that they are perceived as objective facts; however, this
approach has only instrumental neutrality. Moreover, it is based
on the assumption, that theory correctly represents the reality of
the problem. Last, the generated data does not speak for itself;
it always has to be interpreted to become meaningful (Jonker
and Penning, 2010, p. 74).
The qualitative method is based more on the social sciences. It
is a search for truth as well as for meaning. There is still
structure, but emphasis is placed on identifying relationships
and symbols as opposed to numbers. Qualitative methods
include direct observation and interviews, either individual or
group. The researcher endeavors to understand the issue from
the subject's perspective. Qualitative research emerged in the
20th century with the rise of social sciences, which focused on
an understanding of the way in which humans view their social
world (Saunder, Lewis and Thornhill, 2009, p. 126). Denzin and
Lincoln (2000, p. 4-5) define qualitative research as follows:
‘Qualitative research is a situated activity that locates the
observer in the world. It consists of a set of interpretive,
material practices that make the world visible ... They turn the

world into a series of representations, including field notes,
interviews, conversations, photographs, recordings, and memos
to the self. … This means that qualitative researchers study
things in their natural settings, attempting to make sense of or
to interpret, phenomena in terms of the meanings people bring
to them.’ While quantitative research approaches focus
quantification in data collection and analysis, qualitative
research emphasizes words. It ‘embodies a view of social reality
as a constantly shifting emergent property of individuals’
creation (Bryman and Bell, 2011, p. 27). Qualitative research is
especially concerned with the context of certain phenomena
(Saunder, Lewis and Thornhill, 2009, p. 126). Qualitative
research works with open questions, which might change during
the course of research. The flexible nature of this approach is an
important characteristic. The definite shape of the research
question is obtained based on an inductive empirical cycle.
Induction is concerned with generating theory from data, i.e.
theory follows data rather than the opposite way as with a
deductive approach. In contrast to a deductive approach, small
samples of subjects might be appropriate (ibid, p. 78).
Disadvantages
However, there are also shortcomings to qualitative research.
The flexibility that is inherent in open questions also leads to a
certain degree of uncertainty and gives qualitative research an
‘open end character’. Furthermore, the research is influenced by
the researcher’s subjectivity, as he is directly involved; facts
and interpretations might be difficult to differentiate. Last, it
might be difficult to assess the results by applying classical
methodological criteria (Jonker and Penning, 2010, p. 89)
qualitative methods is an umbrella term covering an array of
interpretative techniques which seek to describe, decode,
translate, and otherwise come to terms with the meaning, not
the frequency, of certain more or less naturally occurring
phenomena in the social world

The mobile device that is marketed for MM organization must
convey a balance between the business, technology, and user
needs. While it is easy to skip steps, taking the time to leverage
the expertise of various disciplines such as quantitative and
qualitative research will pay off with users and the
organization.
MARKETING PRESENTATION
Setting Goals
Crystal Randolph
February 21, 2018
Colorado Technical University
1
Introduction
According to Alderson (1957) a product can be defined as “a
bundle of utilities consisting of various product features and
accompanying services“ (Bright, 2012). With a new product
lunch comes various obstacles that will need to be address
through optimum goal setting and planning. This presentation
will address goals for the marketing project to lunch worldwide.

Greetings, I am your new marketing manager for the Computer
manufacturing. However, I will put this presentation along with
today’s meeting since I wanted to highlight our marketing
strategy together with plan. The primary reason of this plan is
to launch a new product in various nations. Our main interest is
to get new customers together with increasing the satisfaction of
our current clients along with improving the profitability of the
Company.
The discussion will however be all about what issues might
arise when creating a new model of the computer for the world
wide consumers. Conversely, the economic and political issues
play an important role too since they influence on the marketing
styles(Bright, 2012).
2
Our Agenda
New product
Sales in dollars
Market share to increase sales
Customer awareness for our company
Graph for ROI
Increase our customer satisfaction
Return on investment for the Computer Marketing
Summary
Questions
Greetings, I am your new marketing manager for the Computer
manufacturing. However, I will put this presentation along with
today’s meeting since I wanted to highlight our marketing
strategy together with plan. The primary reason of this plan is
to launch a new product in various nations. Our main interest is
to get new customers together with increasing the satisfaction of
our current clients along with improving the profitability of the
Company.

The discussion will however be all about what issues might
arise when creating a new model of the computer for the world
wide consumers. Conversely, the economic and political issues
play an important role too since they influence on the marketing
styles(Bright, 2012).
3
New Product
Target Audience
Segmentation
Product Features
The new product is a vision Michelle and Ellen created which
has amazing features.
The target clients are both global and here within the United
states. However, the new product will have features with
various languages (Armstrong, Kotler, Harker & Brennan, 2015.
Europe has several languages and hence segmentation activities
of certain countries will ensure marketers to understand the
consumer in every part of the world and enhance the product to
fit the needs of different segments.
The other key features are the high sensitive touch screen along
with pre-installed applications (Olson, Walker, Ruekert &
Bonner, 2001).
The old model of this product had limited features as compared
to this one. However, the new model should be compatible with
several different consumers from different cultures.
4
Sales in dollars201620172018Revenue123570Cost of
Goods356Gross profit103160Total Expenses3812Pre-tax
profit72345Pre-Tax Profit as percent of the
revenues57%68.2%73.9%

The governmental activities abroad suggest the regulations and
legitimateness which organizes territory, the government has
much influence on business tasks of marketers. E.g.,
governmental restraints on the import or export of a particular
merchandise might prevent the marketer in performance in that
exact arena. Despite the fact that some of the directors might
contradict with data here but I would like to clarify that this is
what I researched. However, I researched in various nations
apart from Europe since each nation has its policies and
political issues. It is hard to overstate the affect of exporting
and importing on the world’s national economies. Most national
policies, while extremely important, are marked by
contradiction. For centuries, nations have combined two
opposing policy attitudes toward the movement of goods across
national boundaries. On the one hand, nations directly
encourage exports; the flow of imports, on the other hand, is
generally restricted. Global firms must navigate through this
variety of regulations and simultaneously strategize customer
value though their sourcing decisions. Making the decision to
enter this global market or to expand one’s market position
within the international context produces the need for even
more organizational strategizing. Let us briefly look at these
strategy choices(Bright, 2012). .
5
Market share to increase sales
Increased consumer base
Advance technology
Global Markets
Question might be why market globally and do we want to put
the risk out there? But the answer is because in the coming
years technology would have increased more it we tap into the

global market we will have gained more customers (Armstrong,
Kotler, Harker & Brennan, 2015. The market share is termed to
be the whole sale percentage of the organization’s volume
which is always calculated by the firm’s product (Chaffey &
Ellis-Chadwick, 2016). For the case of the Computer
manufacturing, the market share with the predicted estimate for
the sales of 2018 by manufacturing of the Computer within
Europe will be estimated to be 7.1% increase (Olson, Walker,
Ruekert & Bonner, 2001). Conversely, t seems to be a little
increase but it’s the whole percentage of the Firm’s Volume.
6
Customer awareness for our company
The Importance of Branding
Marketing Concept
Identifying the need for products
Exchange
Marketing concept is a marketing philosophy which states that
identifying customer's needs and want and then seeking to
satisfy these identified needs and want in a more efficient and
effective manner should be the sole objective of marketing
while making profit. Without a need/want there would be no
such thing as trade or business. Because the market is
characterized with individuals beings that have needs/want and
are willing to satisfy these needs. Such need/want as; shelter,
food, cloths, water etc In order to have a suitable standard of
living. Marketers then utilize this concept and then seek to
satisfy it. The diversity within marketing and business field is
always vital since marketing globally there are always several
different cultures and diversities within one nation. The
Customer awareness means that the new product has the CE

mark which implies that it posses the environmental, health and
safety test (Olson, Walker, Ruekert & Bonner, 2001). The
computer manufacturing also has enough information
concerning all of our product details together with information
on each device on our website (Armstrong, Kotler, Harker &
Brennan, 2015). Exchange concept is a concept that holds that
the business world is all about making exchanges of goods,
services and ideas for a something of value. So, a good marketer
must develop valuable product that can satisfy the target
market. Costumers have different levels of purchasing powers,
so marketers should employ this opportunity to offer assorted
products sizes, prices etc. to match with their purchasing
powers.
7
Graph for ROI
Cost Year 1 Year 2 Year 3 Year 4 4.3 2.5 3.5
4.5 ROI Year 1 Year 2 Year 3 Year 4 2.4
4.4000000000000004 1.8 2.8 Column1 Year 1
Year 2 Year 3 Year 4
Increase our customer satisfaction
The Final User
Customer Retention
Consumer Relationship

This is the final user of the product. It can be an individual or
an organization that finally used the product to satisfy a
particular need or want. Consumer satisfaction is the extent to
which products perceived performance matches a buyer’s
expectations.
We shall discuss the issues which may be there when creating
this model of the product for the world wide clients together
with considering issues such as technology, economy,
environment and politics which plays a major role on the
marketing style (Chaffey & Ellis-Chadwick, 2016).
Technology is always a key factor to any operating business
since it involves data input, networking along with data storage.
In that case, the new model of the product should have easy
format with simplistic features so that all the consumers are
able to use and are satisfiyed.
Selection of the target market is always a major step within a
plan because it dictates the whole marketing strategy.
Conversely, after selection of the target market, the plan has to
identify effective ways so as to use the marketing mix tools
which are product, promotion, price together with distribution
so as to reach various places and influence prospective buyers.
9
Return on investment for the Product Marketing
Making a profit
The ROI for the Computer Manufacturing would be around
8.1% increase for the projected new products together with our
customers for the year 2017 (Armstrong, Kotler, Harker &
Brennan, 2015). As an illustration, I calculated this by simply
taking the total from the pre-taxed profits of the estimated 2018
then divided by the total cost of goods which equaled to 8.1
percent increase
10

Summary
In conclusion, the opportunity is to increase expansion with
company along with increasing profitability for the Computer
manufacturing.
The increased number of the company’s existing clients with the
new clients
The profit summary is as highlighted below.
There would be a 7.1% increase for the whole profits of the
company.
The year 2018 is projected to attract over 15,000 new clients
The average sale purchase will be equal to $300
Over 47 percent of the customers happen to have bought at least
one sale item along with non sale.
The best solution which has to be implemented for this plan is
to do more research before the product launch together wit
creating a specific area within the plan which involves
marketing with various consumers (Bright, 2012).
11
Questions
At this time of the meeting I will take time to answer any
question that anyone of you might be having.
12
References
Bright, A. (2012). Taking advantage of your Marketing
environment.The six (6) external environmental forces that can
influence your business.
http://mymarketingnotebook.blogspot.com/2012/11/the-six-6-

external-environmental-forces.html
Olson, E. M., Walker Jr, O. C., Ruekert, R. W., & Bonner, J. M.
(2001). Patterns of cooperation during new product development
among marketing, operations and R&D: Implications for project
performance. Journal of Product Innovation Management, 18(4),
258-271.
Armstrong, G., Kotler, P., Harker, M., & Brennan, R.
(2015). Marketing: an introduction. Pearson Education.
Chaffey, D., & Ellis-Chadwick, F. (2016). Digital marketing.
Prentice Hall.
13
Running head: Researching the Market
1
Researching the Market
2
MKTG630-1801B Applied Managerial Marketing
Unit 2: IP Resaerching the Market
Crystal Randolph
February 28, 2018
Repurposed: “This task contains portions of material that were
originally submitted during the MSHCM in Healthcare
Marketing Strategies& HCM673 with Paul.”
MEMORANDUM
ACTION ITEM

To:
Mitchelle, Market Product Manager
From:
(Student’s Name), Marketing Manager, Product Development
Date:
25 February 2018
Subject:
The Future of Integrated Reporting MM
AT ISSUE
The company wants to launch a new product in the global
market platform to increase sales and boost its customer basis.
However, many considerations have to be made when it comes
to the launch of the product.
Demographic Features of the Target Market
The target market has many customers and consumers who are
always happy about new products that are able to change their
current needs. Most of the customers have a changing
preference for products when a better alternative one exists to
serve their needs. The customers also ensure that they purchase
products based on their quality and accessibility (Akgun,
Keskin, Ayar, & Etlioglu, 2017). They carry out research
constantly to enable them to acquire information relating to any

products launched in the market. They are inquisitive in a
manner that they have to look for the best features in a product
before purchasing it. The above features enable an organization
to launch high definition products to attract the customers. It
also influences organizations to know how, where, and what
makes the products become better for the market. The desires of
the consumer are discovered in many ways, but one proven way
has been through market segmentation (Thomas, 2015). Market
segmentation is most often a two-step process. The initial step
is quantitative research and the latter is qualitative research.
Quantitative data usually identifies the target population, while
qualitative research identifies insight into what the population
feels, and how they act. Distinguishing is the initial phase in
making a methodology for the global marketing. Understanding
the intended or target audience is an essential next step. Most
marketing material and media sites are created and composed
utilizing second-person as though the global consumer were the
one choosing by the MM or settling on the choices (Randolph,
2016-re-purposed).
Location of the Target Market
The location of the target market may be India and China due to
the huge population found in the two nations. Market
segmentation reports show that the two countries have a huge
population of consumers, which means that the product will
acquire a huge profit basis for its first week of sales (Chen, Xu,
Liu, Hu, & Wang, 2014). It may also acquire a huge platform of
reviews to improve its development as other products of the
same quality are introduced into the market in the future.
Psychographic Characteristics of the Market
The consumers in India and China have preferences for good
products that have a high-quality status. Such individuals may

try as much as possible to choose the products that are
applicable to their current economic status (Akgun, Keskin,
Ayar, & Etlioglu, 2017). The packaging of the product may
attract them to purchase the product. Therefore, I need to
establish a marketing strategy that draws them to the product. If
I fail to do so, most of the products may remain unpurchased
and my organization may make small sales. I may also have a
vague marketing strategy that will lead to poor sales. The
marketing strategy may have several gaps that may limit the
product from reaching the market.
Behavioral Characteristics
India and China are monopolistic markets when it comes to the
local organizations operating in their border. The consumers
prefer products manufactured locally due to their low prices.
However, they also value quality products from foreign nations
since they consider them durable as compared to those
manufactured locally (Chen, Xu, Liu, Hu, & Wang, 2014). The
situation influences my organization to think of possible ways
in the introduction of products locally.
References
Akgun, A., Keskin, H., Ayar, H., & Etlioglu, T. (2017). WHY
COMPANIES GO POSITIVE MARKETING INNOVATIONS: A
NEW THEORETICAL PROTOTYPE FOR 4PS OF
INNOVATION.
Chen, S., Xu, H., Liu, D., Hu, B., & Wang, H. (2014). A vision
of IoT: Applications, challenges, and opportunities with china
perspective. IEEE Internet of Things journal, 1(4), 349-359.
Chofreh, A., Goni, F., Shaharoun, A., Ismail, S., & Klemeš, J.
(2014). Sustainable enterprise resource planning: imperatives
and research directions. Journal of Cleaner Production, 71, 139-
147.

Unit: Developing the Brand Strategy
Because of recent and ongoing improvements with mobile
innovation, expanded infiltration rates and inalienable attributes
of the cell phones, the portable channel has transformed into an
extreme showcasing network, which empowers business like
MM to set up an unavoidable electronic existence in the
marketplace both domestically and globally. We have been able
to do this with unsurpassed market strategies such as market
and product branding (Varnali & Toke, 2009).
Product branding is setting up our business organization (no
matter its capital base), writing plans, and formulating the
corporate and operational strategies, perhaps on how to become
a leader in a target market segment, and drive enormous returns
on investment. Target markets would barely comprehend what is
it our company stand for or the reason why MM company’s
product has come to existence in the first place and can hardly
identify products amidst competitor products in the market if
the communication is not there or branded to them (Kim, Kim,
and Wachter, 2012).
In communicating to market segments both globally and
domestically, it is imperative that MM identify with
effectiveness of branding decisions in the marketing strategy.
The importance of branding in positioning at MM cannot be
over emphasized by its marketers (individuals and
organizations) seeking to promote it products by creating
product distinctions and identification in the target market
(Varnali & Toke, 2009).
At MM, branding is a process through which our marketers seek
to position and promote the new cell-phone product in the
domestic and global target market, by creating product
distinctions, differentiation and identification.
In this explanation, branding means the use of our name and or
mark which is distinctive to the product in order to differentiate

it from similar competitor’s product offerings in the target
market.
MM cell phone with a text and voice translator assistant will
create a distinction and differentiate the company from
competitors both domestically and globally. Users will now be
able to speak and text globally using their native language, but
the phone will translate for the user.
In a monopolistic market – where competition is the battle
(strive) for brand loyalty, greater market share, sustainability,
and appropriate returns on investment, the chances for MM
business survival depends largely on the degree to which MM’s
brand is identifiable and achieve loyalty in the market. Hence,
the need for effective branding decision becomes paramount, an
urgent decision that requires an intensive analysis on the
reasons for MM’s business existence in totality (Bright, 2012).
Product Name:
The Micro Mini
Product Slogan
The global technology and voice you need at a price you can
afford
Product Benefits: Sleek design that fits in the palm of your
hand, Low cost, advance technology that is user friendly with
built-in anti-virus technology, durable casing, long battery life.
Product features
Wireless charging, interchangeable speaker and camera with
zoom, wireless head-phone, lightweight, high-definition clear
display, a built-in text and voice translator assistant,
waterproof, 1 terabyte of storage
Bright, A., (2012) Branding. Retrieved from
http://mymarketingnotebook.blogspot.com/2012/11/the-
four4-key-decisions-in-branding_14.html
Kim, H., Kim, D., Wachter, K. (2012). A study of mobile user
engagement (MoEN): Engagement motivations, perceived value,
satisfaction, and continued engagement intention. Retrieved
from
https://www.researchgate.net/profile/Kathy_Wachter/publicatio

n/259510705_A_study_of_mobile_user_engagement_MoEN_En
gagement_motivations_perceived_value_satisfaction_and_conti
nued_engagement_intention/links/56e81c4f08ae166360e4e594/
A-study-of-mobile-user-engagement-MoEN-Engagement-
motivations-perceived-value-satisfaction-and-continued-
engagement-intention.pdf
Varnali, K., Toke, A E. (2009). Mobile marketing research:
The-state-of-the-art. Retrieved from
https://s3.amazonaws.com/academia.edu.documents/28916944/m
obile_marketing_research_the-state-of-the-
art.pdf?AWSAccessKeyId=AKIAIWOWYYGZ2Y53UL3A&Expi
res=1519998641&Signature=JJqpoE2XDIj9QTePYH4HdAq%2B
XzE%3D&response-content-
disposition=inline%3B%20filename%3DMobile_marketing_rese
arch_The-state-of-t.pdf
Research function:
the research function of marketing is that function of marketing
that enables MM to generate adequate information regarding a
particular market of target. MM has carries out adequate
research to identify the size, behavior, culture, believe, genders
etc. of our target market segment, their needs and want, and
then develop effective product that can meet and satisfy these
market needs and want. 2)Buying function: the function of
buying is performed in order to acquire quality materials for
production. When you design a good product concept, you
should also ensure you're buying the essential materials for the
product. This function is carried out by the purchase and supply
department, but your specifications of materials goes a long
way in assisting the purchasing department to acquire the
necessary materials needed for production. (3) Product
development and management: product development is an
essential function of marketing since it was the duties of the
marketing department to identify what the market need or want
and then design effective product based on the identified need

and want of the market. Product development passes through
some basic stages carried out by the marketers to develop a
targeted market specified product. And you can also manage
your product by evaluating it performance and changing them to
fit the current market trend. (4) Production function: production
is the function performs by the production department. Though,
this is interrelated to the department of marketing, because your
product must possess the essential characteristics that can meet
the target market needs and want as identified during your
market research, such characteristics as in your product Test,
Form, Packaging etc. (5) Promotion function: promotion is one
of the core functions of marketing since your finish product
must not remain in the place of production, hence, you as a
marketer must design effective communication strategies to
informing the availability of your product to your target market.
You must be able to design effective strategies to communicate
your product availability and features to your target market,
such strategies as in; advertisement, personal selling, public
relation etc. (6) Standardization and grading: the function of
standardization is to establish specified characteristics that your
product must conform to, such standard as in having a specify
test, ingredient etc. That makes your product brand so unique.
Grading comes in when you sort and classify your product into
deferent sizes or quantities for different market segment while
maintaining your product standard.
(7) Pricing function: you perform the function of pricing on
your product offerings by designing effective pricing systems
based on your product stage and performance in the product life
cycle. Price is the actual value consumers perceive on your
product, so you as a marketer should ensure that your value of
your product is not too high or too low to that of your
costumers. (8) Distribution function: the function of distribution
is to ensure that your product is easily and effectively moved
from the point of production to the target market, the kind of
transportation system to employ e.g. Road, rail, water or air,

and ensures that the product can be easily accessed by
customers. You as a Marketer should also design the kind of
middlemen to engage in the channel of distribution, their
incentives and motivations etc. (9) Risk bearing function: the
process of moving a finished product from the point of
production to the point of consumptions is characterized with
lots of risks, such risks as in product damaging, pilferage and
defaults etc. So you must provide effective packaging system to
protect your product, good warehouse for the storage of your
product until they are needed, effective transportation system to
speedily deliver your product on time. (10) Financing function:
financing deals with the part of marketing to providing incomes
for your business. It refers to how you can raise capital to start
operation and remain in business. It refers to your modes of
payment for the goods and services transferred to your
costumers. (11) After sales-service: in a more complex and
technical product, you as a marketer should make provision in
order to assist your customers after they have purchased your
product. In terms of machines or heavy equipment product that
requires installation or maintenance, most marketing
organization renders such services like installing the machine or
maintaining it for stipulated periods on time for free or by a
little service charge. After sales services is an effective
marketing strategy to building a long lasting customer
relationship, staying ahead of your competitors while making
profit for your organization. Adequate understanding of these
functions enables you as a marketer to know what is required to
be done to having an effective transfer of ownership between
you and your costumers, creating a big picture of your business,
while also making profit for your organization.
Developing the Brand Strategy
Crystal Randolph
March 7, 2018

1
Introduction
Ongoing Improvements
Communicating to Market Segments
Because of recent and ongoing improvements with mobile
innovation, expanded infiltration rates and inalienable attributes
of the cell phones, the portable channel has transformed into an
extreme showcasing network, which empowers business like
MM to set up an unavoidable electronic existence in the
marketplace both domestically and globally. We have been able
to do this with unsurpassed market strategies such as market
and product branding (Varnali & Toke, 2009).
Product branding is setting up our business organization (no
matter its capital base), writing plans, and formulating the
corporate and operational strategies, perhaps on how to become
a leader in a target market segment, and drive enormous returns
on investment. Target markets would barely comprehend what is
it our company stand for or the reason why MM company’s
product has come to existence in the first place and can hardly
identify products amidst competitor products in the market if
the communication is not there or branded to them (Kim, Kim,
and Wachter, 2012).
2
Idea Generation for the New Product
The Innovative Approaches
Professionalism
Simplicity

Creativity
Mapping
Technology
Research function: the research function of marketing is that
function of marketing that enables MM to generate adequate
information regarding a particular market of target. MM has
carries out adequate research to identify the size, behavior,
culture, believe, genders etc. of our target market segment, their
needs and want, and then develop effective product that can
meet and satisfy these market needs and want. The generation of
the ideology was achieved through innovative approaches as
well as qualitative and quantitate research . Here,
professionalism coupled with appreciable market research was
the basis the generation of ideas. In that, simplicity with core
product focus marked the basis of the product ideology.
Moreover, creative personality played a critical role in the
generation of the ideology for the product. The ideology
generation was mapped about the targeted customers’ tastes and
preferences (Kotler and Gertner, 2002). Also, technology played
a critical role in engaging the establishment and accuracy of the
new product ideology. Therefore, given the articulated effort in
the generation of the ideology that ensured the existence of the
new innovative product, it is evident that the technology based
product will positively influence the position and the prosperity
of the company.
3
Idea Screening
Screening.
Evaluating Market Trends.
Business Return

The screening of the engaged business ideology was achieved
with the intention of evaluating the effectiveness of the
innovative ideology of the product. Here, the evaluation of the
market trends and relevant business strategies triggered the
screening process. Moreover, the screening process of the idea
accorded the overall objectivity of the business in testing its
compatibility with the objectivity. The screening process also
included the buying function. The function of buying is
performed in order to acquire quality materials for
production(Kotler and Gertner, 2002). When Michelle designed
a good product concept, MM had to also ensure the buying the
essential materials for the product. This function is carried out
by the purchase and supply department, but marketing
specifications of materials goes a long way in assisting the
purchasing department to acquire the necessary materials
needed for production. For that matter, the screening was
established to test in case the ideology would achieve a
comprehensive business return. For accurate result in the
implementation and ensuring that prompt results are achieved
fro, the mobile phone product, irrelevant approaches were
identified and disregarded in the chained ideology. Therefore,
there should be no doubt in the product quality in satisfying the
intension of the organizational as far as the nature of the target
customers is concerned.
4
Concept Development
Proper Research
Qualitative and Quantitative
Market Segmentation
Creativity and Uniqueness
Implementation Process.

Evaluation
Product development and management is an essential function
of marketing since it is the duties of the marketing department
to identify what the market need or want and then design
effective product based on the identified need and want of the
market. Product development passes through some basic stages
carried out by the MM’s marketers to develop a targeted market
specified product such as wireless charging. MM has also
managed our product by evaluating its performance and
changing them it to fit the current market trend of mobile
technology (Kotler and Gertner, 2002). . The development of
the concept of the ideology was first proved by proper research
of the targeted industry and the target market segment for the
new innovative product. Here, creativity and uniqueness were a
major force that triggered the innovative business stand.
Evaluation of the competency of the ideology to fit the industry
and the target market was promptly achieved to increase the
adaptability of the product to the customers within the target
market segment. All these activities were aimed at taking the
ideology to a greater step by motivating its implementation
process. In a nutshell, market are quite dynamic and needs to be
addressed with dynamic solutions (Kotler and Gertner, 2002).
5
Concept Testing
Validate the applicability
Validate reaction and Adoption
Pricing and Ability
Mission and Culture

The product and testing concept holds that the market would
definitely patronize that product perceived as of higher quality,
standard and hygienic, product that can match with their styles
while satisfying their needs and want. MM has fully understood
this concept, devote time, energy and resources in developing
good and quality products like a our new mobile phone that can
satisfy the desires of the target market.
The testing for the concept was achieved to validate the
applicability of the generated business ideology in the target
market segment. Moreover, the testing was also achieved to
validate reaction and adoption of the new product to the target
market and the organizational objectivity. A culture that attracts
more buyers is often based on employees contact. Among such
matters that were given considerable concern during the concept
testing included the product pricing and the ability of the
product to satisfy the needs of the target market segment.
Furthermore, the testing was also achieved with more
concentration facilitated in the company’s objectives and
culture (Kotler and Gertner, 2002). .
6
Product Testing Outcome
Capable and Satisfaction
Customers Needs
Positioning
Distribution
Production is the function performs by the production
department. Though, this is interrelated to the department of
marketing, because MM’s product must possess the essential
characteristics that can meet the target market needs and want
as identified during the market research, such characteristics as
in the product Test, Form, Packaging etc. The product was

found to be capable of satisfying the target market segment. The
capability of the product was based on the commitment that was
laid in the designing process of the product as well as the
ensured product features. The included features within the new
product accorded tastes and preference of the target customers
(Klimchuk, and Krasovec, 2012). Here, the pricing, design, and
the product name perfectly fit the organizational reputation as
well as the market for the organizational activities. The position
that speaks for the organizational new innovative product
included quality, pricing, and desirability
The packaging for the product adopted a clear container with
appreciable pricing and a quick delivery channel to the market
(Klimchuk, and Krasovec, 2012).
7
Development of Marketing Strategy
The marketing strategies
Technology
Ensured minimal cost
Customers
Field Marketing
Product brand
The marketing strategies were established based on the
organizational culture, the nature of the product, affordability,
and the target market segment. Here, technology played a major
role in facilitating the marketing activity. The use of technology
ensured minimal cost with maximum output in the marketing
activity
Customer contribution was the basis for ensuring the marketing
activity (Kotler and Gertner, 2002). Field marketing was also
appropriate based on the nature of the new product and the
target customers to be served by the product. The product brand

was used as the potential ground for establishing the product
marketing. Here, among the product brand strategies that played
an important role in the marketing activity include product type,
packaging, and product instruction among others
8
Business Analysis
The Business Focuses
Target Global Countries
Quality Performance
Organizational Business Culture
The business focuses on the supply of electronic products both
locally and internationally among the global technological
markets. However, the target market segment for the new
innovative mobile phone product falls in the global countries as
well as the local market as the primary customers normally
follow the product release and should be solved based on
product branding. The management of the business activities
within the organization has been based on quality performance
with high concentration in customer satisfaction and
environment conservation as far as the wellbeing of the product
users is concerned. In fact, the new innovative product is aimed
at embracing the organizational business culture (Kotler and
Gertner, 2002).
9
Product Development
The structure and the approach
The product development

The product will be developed with more concentration to the
needs and tastes of the customers within the target market
segment. The organizational culture of operation also played an
important role in the development of the new technology-based
product. In this essence, the structure and the approach for the
product development would be based on the organizational
culture (Kotler and Gertner, 2002). Therefore, organization
culture plays a major role product penetration in the market
(Klimchuk, and Krasovec, 2012). Organization culture cannot
be achieved in a day. However, it require adequate time that
involves proper training of employees. For that matter, the
product development will utilize the manner in which the
organizational activities and operations are structured.
10
Test Market
market testing and marketing activities
Social Media activities
product competency
Relevant Market test Results
The market testing was achieved through a proper research and
marketing activities. In which, the product was given out at a
promotion cost during the marketing to test the ability of the
product to satisfy the needs of the target market segment. For a
positive result in the relevant designing approaches in the new
product, technology played an important role in proving the
product competency (Klimchuk, and Krasovec, 2012). Such
technological means as star ratings were utilized to gather
relevant market test results concerning the effectiveness of the
product. Furthermore, product and market penetration requires
much proper testing and should never be treated separately.
11

Commercialization
Financial Benefit
Minimal Input and Maximized Output
Features and Benefits
The product commercialization was achieved for the financial
benefit of the organization. Here, the profitability of the
product was ensured through minimal input with a maximized
expected output. In ensuring this, the product was established to
ensure an overwhelming market outcome. For a positive
outcome in the entire commitment, the use of technological
approaches was the option for encouraging minimal input with
maximizing output (Klimchuk, and Krasovec, 2012). MM will
introduce Miro Mini in both the domestic and global market
through many different channels starting with a huge social
media campaign and television commercials globally. The
campaign will introduce the features and benefits of the mobile
phone as followed:
Product Name
The Micro Mini
Product Slogan
The global technology and voice you need at a price you can
afford
Product Benefits: Sleek design that fits in the palm of your
hand, Low cost, advance technology that is user friendly with
built-in anti-virus technology, durable casing, long battery life.
Product Features
Wireless charging, interchangeable speaker and camera with
zoom, wireless head-phone, lightweight, high-definition clear
display, a built-in text and voice translator assistant,
waterproof, 1 terabyte of storage

12
References
Refer to speaker notes
Klimchuk, M. R., & Krasovec, S. A. (2012). Packaging design:
Successful product branding from concept to shelf. John Wiley
& Sons.
Kim, H., Kim, D., Wachter, K. (2012). A study of mobile user
engagement (MoEN): Engagement motivations, perceived value,
satisfaction, and continued engagement intention. Retrieved
from
https://www.researchgate.net/profile/Kathy_Wachter/publicatio
n/259510705_A_study_of_mobile_user_engagement_MoEN_En
gagement_motivations_perceived_value_satisfaction_and_conti
nued_engagement_intention/links/56e81c4f08ae166360e4e594/
A-study-of-mobile-user-engagement-MoEN-Engagement-
motivations-perceived-value-satisfaction-and-continued-
engagement-intention
Kotler, P., & Gertner, D. (2002). Country as brand, product, and
beyond: A place marketing and brand management perspective.
Journal of brand management, 9(4), 249-261.
.pdf
Varnali, K., Toke, A E. (2009). Mobile marketing research:
The-state-of-the-art. Retrieved from
https://s3.amazonaws.com/academia.edu.documents/28916944/m
obile_marketing_research_the-state-of-the-
art.pdf?AWSAccessKeyId=AKIAIWOWYYGZ2Y53UL3A&Expi
res=1519998641&Signature=JJqpoE2XDIj9QTePYH4HdAq%2B
XzE%3D&response-content-

disposition=inline%3B%20filename%3DMobile_marketing_rese
arch_The-state-of-t.pdf
13
Repurposed: “This task contains portions of material that were
originally submitted during the MSHCM in Healthcare
Marketing Strategies& HCM673 with Paul.”
Marketing Communication
Communication is the center viewpoint in this marketing plan.
Henceforth, the message will be directed through various ways
and strategies that the organization regard fit to use in the
domestic and global marketplace. Because the organization is
growing all through the Eastern area, the organization needs to
reach the most individuals in the most number of nations and
states conceivable, particularly China and Europe. The most
ideal way this is gained is using web media and web-based
social networking. This seeks out the shopper, as well as all
shareholder and future partners. It is vital as well to coordinate
the messages into the organization's websites and promoting
stages (Salazar, 2012). Digital Media stages offer a chance for
buyers to acquire and have the chance to distinguish our core
merchandise (A innovative phone at a low cost). The utilization
of domestic and global magazines and pamphlet advertisements
will build the capability of the message achieving a wide
assortment of the domestic and international customers also.
This is the application and utilization of distributers who will
help in correspondence and promoting to the more extensive
platform of the two groups. Distributing and utilizing the
organization's promoting delegates will increment and offer an

opportunity to help and make a common community and in
addition growth endeavors (Kotler, 2015). It is fundamental and
basic to discover and improve how well the organizations
message is acknowledged by the intended interest group. There
are numerous ways this is accomplished. The organization has
used focus-groups and customer boards to test and offer clarity
to help message-advertising offers and advancing the
development of the product line.
Media Plan
It is critical to consider the facts and necessary services or
events to be held based on the technology aim for marketing and
communication. It is vital and critical to offer support through
availability of financial services for marketing and seeking
support from promoters. For example, the offering of free
second phone with every full purchased phone and even
possibly an inexpensive speaker attachment incentive as a
promotion of Facebook or Twitter users buying the mobile
phone via a link on these sites. This could be a vital aspect in
this marketing campaign. It will promote and help the
organization in sustaining competition (Kotler, 2015). More
importantly, the usability and application of important support
of social media will increase and maintain the value of the
product line in the domestic and global markets. The essence
and value are to offer an insight into developing a base for
services and the value for user technology needs. The use of
social media and internet publishers will help in creating an
outside link and communication to a wider communication. It
will promote MM’s Micro Mini Cell Phone in supporting
innovation and of the local community, with its affordable
technology services, as well as expand to the Easter region.
Evaluation of the Marketing Campaign
The advertising campaign will be assessed based on its

positive application in the domestic markets and its
amalgamation in supporting innovation in the community as
well as development to the Eastern region. The evaluation of
this methodology will determine the accomplishment or failure
of the campaign (Kotler, 2015). Moreover, it is also possible to
evaluate the campaign through determining the number of
comments and likes on our social platforms. The amount of
traffic and its ratings will help in determining the success and
failure of the marketing campaign. Henceforth, it is critical to
understand the necessary and means of promoting the Micro
Mini domestically and globally. This is to increase customer
value through communication and availability of affordable
innovation. Furthermore, Annual-plan control will inspect if
outcomes were realized founded on the plan by means of sales,
market share, financial returns and market-based scorecard
analyses (Kotler, 2015). In addition, Profitability control will
monitor accomplishments founded on productivity by product,
region, consumer, sector, trade channel, and order size. This
kind of regulator likewise supports showcasing where the Micro
Min is lucrative or undergoing monetary damages (Kotler,
2015).
Kotler, P., Burton, S., Deans, K., Brown, L., & Armstrong, G.
(2015). Marketing. Pearson Higher Education AU.
Salazar, N. B. (2012). Community-Based Cultural Tourism:
Issues, Threats and Opportunities. Journal of Sustainable
Tourism, 20(1), 9-22.
Running Header: Creating the Marketing Mix
1
Creating the Marketing Mix
5
Creating the Marketing Mix
Crystal Randolph

March 14, 2018
MEMO-PRICING STRATEGY FOR MM
ACTION ITEM
To: Mitchell, Market Product Manager
From: (Crystal Randolph), Marketing Manager, Product
Development
Date: March 13, 2018
Subject: Pricing Strategy for MM
AT ISSUE
MM would like to increase its sales by meeting the needs and
interests of the global markets in its product development
strategy. The management has decided to use two important
pricing strategies to boost its sales and meet its financial
objective in the coming year.
The Changing Nature of the Market
The mobile market possesses the characteristics of several
companies producing diversified mobile products. The mobile
phone companies and network operators purchase capacities
from different network providers to develop their tariffs at
discounted status. The situation focuses on providing the
network and mobile products to end customers. The situation
influences the aspect of planning for the accurate entrance into
the market. With the hardship of the market, MM set prices as
per the changing factors revolving around its operations. The
pricing strategy entails developing a framework to establish
reasonable profits. The company plans to establish permanent
pricing strategies. The pricing strategies will serve as a
significant factor when it comes to the introduction of new

products in the market.
Pricing Strategies Implemented by MM
The international market possesses many factors that may affect
the perception placed on the cell phones manufactured and sold
by MM. In relation to the above, the company employs the
following pricing strategies in the introduction of its products
to the market:
Price Skimming
The first strategy has its implementation in the introduction of
the new cellphones. It has its implementation and application to
products associated with technology, a major objective for MM.
The main objective of the approach entails the aspect of
establishing high prices to assist in the recovering of the
associated costs of producing the cellphones and the funds
employed to propagate advertisement. The approach collects a
huge amount of profits that the management may categorize into
different sums. The management may reinvest the extra money
to enable the additional production of the cellphones to reach
the global markets and meet the needs of the growing demands
(Davcik & Sharma, 2015). The management may also employ
the extra funds acquired to expand the operations of the
company in the international market.
The money may increase advertisement and marketing
procedures to enable the customers in the market acquire
accessibility to the cellphones without any problem. Demand for
cell phones may have a relatively inelastic status for the
company to use price skimming in the present and the future to
save the company from falling. The above situation means that

the customers in the market lack sensitivity when it comes to
the prices of the cellphones and other services provided by MM.
Due to the large status of the company in the market, it might
become easy when it starts to introduce its new products in the
market through the approach of price skimming. Companies
with technical operations such as MM consider some of their
customers as being a major factor in their financial growth. The
main reason is that the prioritized customers are first in line
when it comes to purchasing new cellphones.
Penetration Pricing
Penetration pricing as a strategy involves the aspect of the
company wanting to enter new markets with the possibility of
increasing its financial basis. A company may also use the
strategy in entering an existing market. The key goal of the
penetration pricing as implemented by the company establishes
low prices to influence the attraction of many customers from
its existing and new markets (Goel, Mahdian, Nazerzadeh, &
Saberi, 2010). MM will strive to manufacture high-quality
products to provide the customers with excellent cellphones and
mobile related services. The situation enables the company to
acquire a huge share of the market and increase its total sells as
ownership in the market.
References
Davcik, N., & Sharma, P. (2015). Impact of product
differentiation, marketing investments and brand equity on
pricing strategies: A brand level investigation. European
Journal of Marketing, 49(5/6), 760-781.
Goel, A., Mahdian, M., Nazerzadeh, H., & Saberi, A. (2010).
Advertisement allocation for generalized second-pricing
schemes. Operations Research Letters, 38(6), 571-576.

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