...ASB-1104 Introduction to Marketing Assignment 1 In view of the dynamic nature of the marketing environment, to what extent do you consider consumers to be, in practice, central to marketing activities? Name: ZHUOMING AN Student No: 500356688 Tutor: David James Introduction What is marketing? The answer is not changeless. There are some different definitions about marketing. The Chartered Institute of Marketing define that "Marketing is the management process responsible for identifying, anticipating and satisfying consumers' requirements profitably." (CIM). Taking a concern into this definition, it indicates that marketing begins before a product or service is developed. In additional, it also explain that marketing involves identifying an unsatisfied consumer need or want and determining if a profitable opportunity exists. Another definition is that “A social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others." (Kotler et al., 2005). The basic idea of this definition is that core to all marketing activities is customer satisfaction, which means marketing is an ongoing process as consumer demands and the environment is constantly changing. Products need to adapt as demands change. At the same time, marketing does not involve misleading, tricking or manipulation the customer. The Jobber also define the marketing is "The achievement of corporate goals through meeting...
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...Marketing in the Changing World of Business Charlene Eubanks-Close BUS620: Managerial Marketing Jacqueline Gilliard December 12, 2011 Ashford University In today’s economy, gaining customer is the most important part of all business. Marketing is the most effective tool used by business to succeed at gaining new customer and retaining their current customer. Marketing is the soul of any business. Understanding marketing began with defining what marketing is and how important it to the world of advertising. The definition of marketing has an endless number of possible definitions. Psychology, statistics, art, logical and creative thinking are all involved in defining marketing. Marketing can best be described as an exchange between vendor and consumer. Marketing has been used to sell almost every product known to man. There is an endless list of items in which marketing has helped progress but sometimes that are things which are more difficult to advertise. In this paper I will define marketing and explain how company market products that may not be an “easy sell.” I will also discuss the impacts on business or organizations that no one wants to be a customer to. How can companies effectively approach this relationship? First let’s define marketing. Marketing can be viewed as many different things because it can be seen from many different points of view. Sometimes depending on where you are standing, your definition of marketing might change...
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...and its impact on Tradition Marketing .Give some solutions for Marketing activities Over the past decade, the explosion of Internet has significant impact on marketing activities as well as building company brand and product in the competitive market. ". Internet can create strong brand recognition ever and increase number of people who know the brand very quickly. Along with the constant increasing of online marketing activities, the Internet can also bring risks for new brands in the industry. For Vietnam, e-commerce has many impact on the way companies marketing to sell their product as well as do research about their customers. Back to the day when there was no Internet or e-commerce, when you want to buy something, you have to go to the stores, markets or supermarkets to get what you want. However no matter how big these places can be, you may not find the things you need because the bigger these places are the harder it get to find what you need. If you want to buy a product that is common for everyone then it will be displayed at a visible place, but if you want an unpopular product you may not find it. Moreover you may have to go to two or three different places to buy all the things you need. That’s why when E-commerce showed up, it open a new era of buying and selling online as well as other activities, caused severe damage to the old markets, stores, supermarkets … In order to survive, most of these places started to use the Internet for marketing, we can see the...
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...Assignment On Marketing in travel and tourism Name: Date: Course title: Task 1 1.1 Core concept of marketing for the travel and tourism sector Travel and tourism are interconnected; there are little differences between the two terms. However, Houge Mackenzie & Kerr (2013) describes tourism as “activities of a person or persons staying in a place outside their homes or their environment for the purpose of leisure, business and other purposes”. Marketing for tourism and travel industry requires excellent marketing strategies and plans in order to attract and prompt different kinds of tourist. However, the perception behind marketing for travel and tourism sectors collaborates of consumers’ needs and wants, as well as meeting the demands of customers. Therefore, Customers’ needs are of utmost necessity which sustains their lives, for instance, water and food. While customers’ wants are goods and services that give consumers fulfilment and desires case in point a car etc. Furthermore, wants are boundless and never ending. As a result, marketing can have a great impact on consumer’s judgment to desire things that wouldn’t look attractive in the first instance. Consequently, Expectations on a whole is how consumers look at certain items or things that they fancy. Based on this, the greater the want, the greater the expectation will be of a particular good and service. Therefore, Thomson holiday must ensure that goods or services meets and satisfies the standard...
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...Allergan could not promote the product for this use. The case discusses the advantages (fewer frown lines) and disadvantages and side effects (drooping eyelids and the need to repeat treatments) of Botox; explains what the product is; lists potential target markets; selling of the product at “Botox parties”; use of Botox treatments to attract customers to resorts; Allergan’s marketing of Botox once it was approved for cosmetic purposes and the use of Botox to support the new strategy of Allergan to become a major player in the pharmaceuticals industry. It closes with the observation that the formula for Botox is one of the most closely guarded product secrets in the world—along with the formula for Coca-Cola. The case is especially useful for discussing added value and the creation of customer satisfaction. It raises questions about the difference between needs, wants, and demands; what constitutes value; is useful for illustrating the difference between a marketing oriented company (Allergan after Botox) rather than a non-marketing oriented company (Allergan before Botox); the potential benefits of marketing and raises questions about societal marketing (should Botox be promoted for cosmetic purposes? Should it be sold through parties?) The case can also be used to illustrate relationships in the marketing paradigm—between Allergan and doctors, Allergan and final consumers and doctors, and final...
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...This essay will explain the difference between marketing in the Business and Healthcare industry by discussing the key aspects and impacts of the external environment with each industry. I will develop and address the issues presented by customers want and needs in aspect of the healthcare professional and debate the need for marketing in the hospitals versus clinics. As a healthcare provider of a clinic, explanation will be given to differentiate the advantages of my clinic of choice versus other clinics. Marketing and business development in the business industry are processes of cultivating ongoing relationships that lead to deep trust and long-term value-exchange between the business and their stakeholders to develop and maintain purpose-based relationships. Marketing is all about putting customers/patients at the heart of the business and responding to their needs and wants toward implementing a mission and goal. In a challenging economic climate, the customer needs to trust that the product offers something unique in terms of style, quality and sustainability - these all derive from strategic planning. Business ethics can be powerful marketing tool and should form a key part of your marketing strategy when combined with the quality and style of the product. Dell Computer is a great example of bold and daring marketing that has endured. When the computer industry was employing nothing but conventional wisdom and selling through complicated and profit-draining distribution...
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...Marketing Principles All organisations will use some sort of marketing. Marketing is there so an organisation can find out what their customers’ needs are, and how these can be met. In this manual I will be talking about John Lewis Marketing process. Having a good marketing department can help the John Lewis keep costs down. If the correct process is taken for marketing, it will eliminate the guessing and forecasting that are linked with trying to predict product trends and consumers demand for goods or services. when the organisation knows what they customers wants, they will all be able to provide the right type of product or service and will always have customers ready to purchase. All so having a good marketing department or team, will help a John Lewis build a loyal customer base and help with repeat custom. This is called brand loyalty; it is one of the main advantages of having a good marketing team. Marketing is usually defined as a process that identifies and predicts what the customer wants and then trying to satisfying the customers’ needs and making a profit by doing this. Every business or organisation will follow marketing plan or a marketing process. The marketing plan will serve as a wide range plan which will outline the organisations marketing efforts. Using the marketing process, John Lewis will have to find out what their customers want and what their needs are and what the business can do to meet their needs and demands. The...
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...Green Marketing: A path for achieving Competitive Advantage through Customer Satisfaction, Trust and Confidence. Introduction In 1970s the word “GREEN “grabbed the attention of industrialist & others. Green is coined in Europe to refer to a particular politics & lifestyle . The concept is famous in United Kingdom & some other countries but it is unfamiliar in the international business environment due to the lack of universal consistent meaning. Green marketing incorporates a broad range of activities including product modification , changes to production process , packaging changes& also changing advertising strategies. Thus,Green marketing involves developing and promoting products and services that satisfy customers want and need for Quality, Performance, Affordable Pricing and Convenience without having a detrimental input on the environment.Environmentally responsible or "green" marketing refers to the satisfaction of consumer needs, wants, and desires in conjunction with the preservation and conservation of the natural environment. After a misguided attempt at green marketing in 1980s & 1990s now marketers are getting right. The time has emerged where consumers demand products with quality , convenience & affordability with environmental soundness. The conventional marketing is out and green marketing is in. Concept of Green Marketing Green marketing refers to the process of selling products and/or services based on their environmental benefits. Such a product or...
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...What is marketing? An activity, set of institutions and processes for creating, communicating , delivering and exchanging offerings that have value for customers, clients, partners and society at large * Marketing Process: First four steps marketing organisations uncover knowledge about consumers, create customer value and build strong customer relationships. Whereas the final step companies reap the rewards of creating superior customer value. * Core marketing concepts: * Needs, wants and demands: * Needs: States of felt deprivation. Humans have many complex needs. These include physical such as food, clothing. Social such as belonging and affection and individual as knowledge. Marketers try to help stimulate human’s needs. When a need isn’t satisfied a person will try either to reduce their desires or satisfy them with what is available. People in industrial societies might try to find or develop objects that will satisfy their needs. * Wants: The form taken by human needs as they are shaped by culture and individual personality. Want are descirbed in terms of objects that will satisfy needs. As society evolves the wants of its memebers expand. As people are expose to more objects that arouse their interest and desire, producers try to provide more want satisifying goods and services. Eg: A hungry person might want Mc Donald’s as their quick lunch. * Demands: Human wants that are backed by buying power. People almost have unlimited wants but limited...
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...Introduction: -In business, business owners need to know are the marketing knowledge, understanding of the consumer and how to persuade consumers to use your product. to achieve high performance in business, we need to understand and know what is the marketing environment, it includes the environment macro and micro environment. In addition, consumer behavior is an extremely important factor in sales for each company, the choice of the customer will determine your company's products. to occupy high positions in the number who consume the products of the company, we should learn more about the goals and business strategy in order to gain the advantage, as well as to capture the market and understand customer behavior. Those are important factors in the business environment. For the Heineken beer company, all of the above concepts are to be demonstrated and put out clear strategies for the marketing of products on the environment. Task 2.1 *Micro environment is the environment includes factors that exist with the company and those affecting the ability to serve clients of that business and is a combination of craft and the scientific method to improve the company looking good products and the direct relationship of the company, then produced and provided about the possibility of serving the company. Micro environment consists of six steps. +Company is where you work, manufacturing and especially the problems related to marketing management. The senior management of the business...
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...who purchase a particular type of good or service. The market may be sub-divided into separate segments each of which can be considered to be a separate market in its own right. It is very important for a business to be able to define its market [1]: 1. So that it can estimate the size of the market 2. So that it can forecast the growth of the market 3. To identify the competitors in the market 4. To break the market down into relevant segments 5. To create an appropriate marketing mix to appeal to customers in the market. There are different types of markets for example: Business-to-Business (B2B) markets in which a businesses customers are other businesses. Business to Consumer (B2C) markets in which businesses sell to other customers. . Markets are typically structured into segments. Primary segmentation is between customers buying entirely different products. [2]. Contribution of marketing to achievement of its business objectives The strategic plan therefore is the detailed planning involving marketing research, and then developing a marketing mix to delight customers. Every organisation needs to have clear marketing objectives, and the major route to achieving organisational goals will depend on strategy. It is important, therefore, to be clear about the difference between strategy and tactics [3]. . Marketing can thus be seen as the process of developing and implementing a strategy to plan and coordinate ways of identifying, anticipating...
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...of Internet marketing about the digital marketing and what is e-commerce and e-business. Then, evaluate the marketing mix which is the 7P’s of the internet marketing. This assignment also want us to compare and explain about the marketing tools that being use by the website to promote the web page. This task examine interactive order processing. This task is based on the concept online shopping, Love.com.my. One of the favourable websites which offer a lot of advantages to their customer in order to place an order for any product especially flower and gifts. Task 1.1 Digital marketing is a broad term that refers to various and different promotional techniques deployed to reach customers via digital technologies. Digital marketing is also embodied by an extensive selection of service, product and brand marketing tactics, which mainly use the Internet as a core promotional medium, in addition to mobile and traditional TV and radio. Digital marketing is known as Internet marketing, but their actual processes different. (Digital Marketing) Internet marketing means different things to different people. It is refers to the strategies that are used to market a product or service online, marketing strategies that include search engine optimization and search engine submission, copywriting that encourages site visitors to take action, web site design strategies, online promotions, and email marketing and that is just hitting the highlights. As for the digital marketing is considered...
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...Principles of Marketing October 7, 2012 Abstract This paper is about marketing the service of self defense training. It will identify, describe, and analyze three marketing environment forces that will impact this service. Strategies to overcome the threats and capitalize on opportunities will also be explored throughout the paper. Self Defense Training and Marketing Forces Introduction These are the impacts of marketing forces on the training services industry. There are so many components involved with marking to make the product or service successful. Identifying the market forces that impact the service is the most important component. There are three forces that impact the training service industry. With self defense training these three forces are social, economy, and competition. Strategies to overcome the threats and capitalize on opportunities will also be discusses for a better understanding of this industry and service. Market Force 1: Description and Analysis of impact on product/service The social force is thought of to focus on buying trends of the population due to the populations values (Kerin, 2013). These forces are the factors that influence what services, at the time, are in the highest demand. They impact the want and need for self defense training because it shows when, who, and why the population is seeking this type of training. With this service it is best to a multicultural marketing method because anyone could be in need for self defense...
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...One of the most frequently asked questions at this site - and probably for all those individuals and organisations dealing with CSR issues is the obvious - just what does 'Corporate Social Responsibility' mean anyway? Is it a stalking horse for an anti-corporate agenda? Something which, like original sin, you can never escape? Or what? Different organisations have framed different definitions - although there is considerable common ground between them. My own definition is that CSR is about how companies manage the business processes to produce an overall positive impact on society. Companies need to answer to two aspects of their operations. 1. The quality of their management - both in terms of people and processes (the inner circle). 2. The nature of, and quantity of their impact on society in the various areas. Outside stakeholders are taking an increasing interest in the activity of the company. Most look to the outer circle - what the company has actually done, good or bad, in terms of its products and services, in terms of its impact on the environment and on local communities, or in how it treats and develops its workforce. Out of the various stakeholders, it is financial analysts who are predominantly focused - as well as past financial performance - on quality of management as an indicator of likely future performance. Corporate Social Responsibility is the continuing commitment by business to behave ethically and contribute to economic development while improving the...
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...Various Elements Of The Marketing Process Introduction [pic]This assignment will discuss and summarise key issues and elements of the Marketing process. It generates the strategy that underlies sales techniques, business communications, and developments. It is an incorporated process that can be modelled in a sequence of steps: the situation is analysed to identify opportunities, the strategy is formulated for a value proposition, tactical decisions are made, the plan is achieved and the results are monitored. TASK ONE • Explain the various elements of the marketing process Marketing Marketing is the social process by which individuals and organisation obtain what they need and want through creating and exchanging value with others. (Kotler & Armstrong, 2010). The marketing process of accompany typically involves identifying the viable and potential marketing opportunities in the environment, developing strategies to effective utilise the opportunities, evolving suitable marketing strategies, and supervising the implementation of these marketing efforts. (M. Patidar, 2012). Upload Your Assignment 1. Discuss and summarise key issues and element of the process Sainsbury’s which is one of the most prosperous companies in the world has been chosen for case study. There are four key elements of marketing process, environment analysis, and strategy development, the choice of the marketing mix and implementation and control. The Marketing Process Marketing process has several steps...
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