...product, price, place and promotion and collectively they are referred to as the 4 P’s. The 4 P’s are very much the foundation of marketing in in this essay I will define each of the 4 P’s and discuss their roles within the marketing mix of the petrol retail environment. This essay will then conclude with a review of the 4P’s, their relevance within the marketing mix and their overall significance within the retail petrol environment. PRODUCT Product can be defined as what is exchanged in a sale with the customer, whether that is a good, service, idea people or places. Within the retail petrol environment there are countless products, the majority of which are non-durable goods such as the core product of the outlet, fuel, and all the convenience products such as the food, drinks and entertainment products (magazines etc). Many retail petrol outlets have become stores within a store, where there is the main store that sells the petrol and convenience products, and a second store that is a fast food outlet. These stores within a store add to the appeal of outlet, customers understand that they have a greater choice and subsequently a greater chance that their needs can be satisfied. Jerath and Zhang commented that “the introduction of new products through stores within a store can bring new customers to the store who want to purchase the focal product and also purchase other products” (Jerath and Zhang, 2010, pg 756). PRICE PLACE PROMOTION...
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...Using aims and objectives to create a business strategy Using aims and objectives to create a business strategy Introduction Kellogg is the world's leading supplier of breakfast cereal with 39 brands and a 42% share of the UK market. Kellogg's success is achieved through the use of a carefully planned strategy. It sets clear aims and objectives and uses the strength of its brands to help it reach them. Kellogg manages its brands to ensure that each has a unique position in the minds of its customers. This is called product positioning. Kellogg has developed a range of products for the various segments of the UK's £1.1 billion cereals market. Developing aims Kellogg's managers realise that its aim needs to match the expectations of its consumers. Consumers, backed by research and publicity, increasingly want to lead a healthier lifestyle. Kellogg wanted to be part of this debate and to promote the message 'Get the Balance Right'. It also wanted to show that it was a responsible organisation. This idea of corporate responsibility was also built into planning. Its aim – the broad statement of where it wanted to be – was therefore to reinforce the idea of a balanced, healthy lifestyle. Objectives Once a broad aim is set, managers then set specific objectives that can be measured. Objectives need to be SMART, i.e. specific, measurable, achievable, realistic and time related. Objectives were set in three main areas: * encouraging and promoting physical activity for health...
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...Date of Submission Introduction The marketing is an essential business tool used by marketing professionals in determining a brand’s offering. It is normally described as the four P’s of marketing; the product, price, place, and promotion. However, in some cases, the four P’s have been expanded to incorporate other elements thus making them five or seven P’s with some scholars. The four P’s of marketing will be discussed. Product Product is anything that satisfies a need or wants and can be offered in an exchange in its tangible (good) or intangible (service). The product may either generate a functional or a linking relationship with the prospect. The functional relationship refers to the value of using the product. The product’s value is crucial in the purchasing decision process. The link with the product may be defined by the complementarity between the client and the product. It is the basis of individuals’ interests in the product. If the perceived link lacks in a product, no interest may be derived in the product. The product has several dimensions such as a support system, attributes, and benefits. The support system entails features such as the sales force, advertising, warranty, delivery, promotion systems, and reputation. Attributes include features such as the ingredients, style, quality, brand, and package. There are several benefits that may be derived from a product and such entail functional, psychological, sensory, economic, and social...
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...Task 4 Jasmine Tucker Promotional activities Suitability of the promotional methods- Although I have came up with four different methods of promotion I will have to analyse the suitability of each of the methods. I will have to see if the budget that TOPSHOP currently have will be enough in order to be able to afford to use these methods, I will need to ensure that these methods would work within the town and I will also need to ensure that each of them would work within the business. Method 1- Newspaper article. As you can see below I have created a newspaper article that I would like to show in The Bucks Herald, one of the most popular local pages. The reason In Adv- primary research shows that majority of pregnant people read newapaper Adv- The bucks herald is a local newspaper with … readers and whole range will be shown Disad- Even though pregnant people read newspaper it would not be for sure they would see article Disadv- article is quite small and therefore customers would not be able to Cost- Metod 2- Merchandising Explination Adv- whole range will be shown Adv- by having in shop window pregnant people will become aware Disadv- hiring a merchandiser is quite expensive Disadv- if maternity id on mannequins for 6 weeks the other ranges wont be shown and may stop selling as well Cost Method 3-Competition Explination Adv- interactive...
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...Marketing Learning Transfer The Four Ps: Controllable Marketing Mix Factors Tools to develop a complete marketing program to reach the target market consumers. Product. A good, service, or idea to satisfy the consumer’s needs. Price: What is exchanged for the product. Promotion: A means of communication between the seller and buyer. Place. A means of getting the product to the consumer. The 4 Ps elements of the marketing mix must be blended to produce a cohesive marketing program. Consumer Purchase Decision Process and Experience The stages a buyer passes through in making choices about which products or services to buy is the purchase decision process. This process has five stages: Problem Recognition. The initial step in the purchase decision, is perceiving a difference between a person’s ideal and actual situations big enough to trigger a decision. Information Search. After recognizing a problem, a consumer begins to search for information. First, you may use internal search (scan your memory for previous experiences with product or brand). In other cases you can you external search for information. The primary sources for external information are: personal sources, public sources and marketer-dominated sources. Alternative Evaluation. The information provided might be inadequate because it does not contain all the factors you might consider when evaluating a product. These factors are a consumer’s evaluative criteria. Purchase Decision. Having...
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...CiTylinK Promotion General Terms and Conditions CiTylinK Promotion General Terms and Conditions These Promotion general terms and conditions apply to each and every Promotion. In addition, all instructions, rules and conditions relating to a specific Promotion form part of these general Promotion terms and conditions but in the event of conflict these provisions shall prevail. Standard CiTylinK Terms and Conditions (including Terms and Conditions for Passengers and Baggage, Carrier’s Regulations and Privacy Policy) apply (please visit www.flycitylink.com for full details). In the event of any conflict Standard flycitylink.com Terms and Conditions shall prevail over these provisions. CiTylinK reserves the right to change the terms and conditions of its Promotions (and any Standard CiTylinK Terms and Conditions) at its discretion. Promotion A Promotion is an entitlement to a Discount (up to the amount stated) off a qualifying booking, including airfare, taxes and charges. A Promotion is valid on the CiTylinK website, at all CiTylinK sales outlets and all ticketing agencies as well as for corporate clients who operate their own ticketing accounts with CiTylinK. A Promotion is subject to availability and is not an indication of availability. In particular, CiTylinK reserves the right to cancel a Promotion. A Promotion is not an entitlement to make a specific booking or to travel on a specific date or via a specific route. Redeeming Promotion A Promotion can only be...
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...Walking into work that Monday morning my stomach was in knots. I was about to find out if all of my hard work and dedication to the company will be nothing but a waste. This is the day we learned that the company will be laying off 25 workers. I have worked for Sams Club for six years now. About a year and a half into my career at Sams I was given a promotion. I was offered a job working in the claims/receiving department. This may not seem like a huge promotion to most, however in a retail situation it is. I not only received a major pay jump but I also was guaranteed a Monday thru Friday, early morning shift. I feel like everyday that I am at work I challenge myself to not only learn more about the company, but to also to help any other department that I can. Although I love my job, it is very routine. Every morning we have what is called a “ten minute win”. This is basically a ten minute meeting with at least one person from every department. Typically these meetings are “all the same” as most employees will tell you. However, there is one meeting that I will never forget. This meeting was held on a Monday morning and everyone in the club was told specifically to attend. When I got to the meeting room everyone was silent. James, the general manager of the store, started to talk. He went on about how sales were down and about how bad the economy was getting. James also talked about how diligently the company was working on ways to boost sales, however...
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...Running head: UNIT 3 ASSIGNMENT MT450: Marketing Management Tim Byington Haas Chiropractic Clinic Haas Chiropractic Clinic and the services that they provide is the chosen subject for this paper. The four P’s will be discussed and how they relate to Haas Chiropractic Clinic. They include product (service), place (distribution), promotion and price. The first of the four P’s is product or service. According to the text the product includes “not only the physical unit but also its package, warranty, after-sale service, brand name, company image, value, and many other factors (Winer & Dhar, 2011).” For Haas Chiropractic Clinic this includes the many services they offer, their image as a clinic that is always giving back to the community and the value of their services. At the clinic there are several services that are offered. Obviously, this includes chiropractic care such as adjustments, spinal decompression, Graston and corrective care. They also offer corrective exercises, lifestyle advice, nutritional counseling. The physiological therapeutic procedures include interferential electrical muscle stimulation, ultrasound and mechanical traction (www.haaswellness.com). Haas is constantly finding new ways and continuing to give back to the community. They do this is several way several. One is to have fundraisers for things such as school supplies and coats for kids. This last fall they raise $2500 worth of school supplies. As of now, they...
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...Explain the role of promotion for Tesco The role of promotion for any business is important because they need make their product/services aware to everyone. Tesco’s methods using in achieving these affects may vary, depending on their goals, markets and industries. Tesco’s promotions include advertising, sales promotions, sponsorships and other strategies. Tesco’s need to make sure that when promoting products/services they target the correct consumers those who are more likely to buy their product. Increase brand awareness Above the line promotions like television, radio and newspapers help business increase brand awareness. This is because these types of promotions target many people, for example in the UK 84% of the population read the national newspapers. If a brand is seen by people on a regular basis then it will stick in their minds and consumers will know more about the product. When Tesco are selling a new product/service then they will be reaching out to a new market they have to explain to customers what they are offering. Brand awareness can be measured by market, regionally or nationally. It takes a lot of time for businesses to build their brand awareness levels that match established competitors. During special occasions like Christmas and Easter their advertising increases as people tend to buy more during these festive periods so they more they advertise their products the more they will sell. This will increase brand awareness because if they are advertising...
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... Since we are using social media to promote our service, we could use a buy-one-get-one free strategy to draw customers in to try the service. Another one could be a package deal for the length of time that the customer wants to use the service. A multi-day deal would be another strategy that I would use to get customers to keep the product longer at a reduced price. The last strategy that I would try to use would be a convenience strategy. By offering free delivery and in room fitting, this should temp the younger generation to try the service. The younger generations like the convenience of online ordering so that they can avoid the long lines and waits at stores. Our main marketing goals for promotions, offers, and giveaways would be as follows: We would use online promotions on social media to get customers to become interested within the services. Within the online websites and social media pages we could then use offers and giveaways on the sites to keep the customers interested. We would give away smaller coupons for money off the service as we as larger coupons to many different events that would be in the same interests to our service. Giveaways to snowboarding events, discounted night stays that resorts, as well as discounts restaurants near the snow resorts. Since we are just starting to...
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...questioning herself as a mother to her daughter and wants to spend more time with her. She has already built up her career to quite a high level within the company but as can be seen with the case, she is struggling to come to terms with moving up even higher to a senior level management position. This is not uncommon, as an article in the Irish Times suggests that having children does in fact hold women back and it gives rise to the “glass ceiling” where because of family life or other factors, women find it hard to gain entry into the upper echelons of their careers, it also says that women have lower aspirations than men (Holmquist 2008). But this is in contrast to Cheryl, Cheryl is ambitious and she seems to want to succeed and receive her promotion, she actively talks about it to her boss. Furthermore we can see that Cheryl is having trouble with childcare and covering this need for her daughter, we can see that her daughter does have a loving au pair but that doesn’t come without problems. Moreover from the case we can see that her husband is continuing with his work and the fact of their daughter does not seem to be impacting him. This is not uncommon either, because men in the family have always traditionally been seen to be the partner that goes out and works and gathers the economic prosperity for the family, if you will, and the wife would be the child-bearer and look after the household and the children. The Irish constitution even gives an inherent right for women to do this...
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...Promotion Costs * Newspapers and Magazines: Regarding the promotion through newspapers and magazines, we opted for making ads in weekly and medium size magazines and newspapers. In the first year we made an investment of € 55,000 which will reach € 60,000 in the third year. * Social Networks: In terms of internet, facebook page will be created at no cost to our company. Apart this, we decided to bet on adwords that are targeted to consumers of internet, this option has a cost of € 5,000 per year. * Sponsors: Within this parameter we have chosen to partner with a famous Surf athlete, Frederico Morais. We think that the sport that this athlete practices can relate to some extent with our product by being a beach sport. The cost of sponsoring the athlete will be approximately € 25,000 in the first year to which are added other costs relating to other beach events sponsorships. * Rádio: We think it is also important disclosure our product through this social media. For that we will spend a sum of € 20,000 in the first year to be used in ads that will pass at specific times. Interests: In terms of interest on loans incurred, after a negotiation with the banks we managed to establish the value of € 25,000 annually for the payment thereof. The aim is that in the future we will be able to reduce bank borrowing and consequently this amount of interest. Income taxes: The RAI is negative in the first and second years, because of that we will receive respectively...
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...They have a good website because it saves everything that I have liked, looked at, and even pulls new items in based on what I recently have viewed. One day I was just browsing on this app using my technology, and came across a dress I liked, so I clicked on it and it took me to the website. I went to all the dress selection, and found a dress I just needed to have. I then realized a marketing transaction was going to occur because there was me and the owner, my desire of wanting the dress, communication through email or phone, and my money in exchange for the dress. With this product, I was part of the target market and when I was purchasing it I had to consider the Four P’s: product, price, promotion, and place. The product was my dress, the price was reasonable, the promotion was the convenience of “one click” buy, and the place was the newly installed app right at my fingertips. In the buying process, there were most of the environmental forces in play. I think the social force, played the biggest role as the site was aimed towards everyone but then did a special draw for the generation Y people. There was also the economic forces with knowing my income to whether I could buy the dress or not, and even though I don’t make any, it was the ease of use in technology and convenience that had a big impact of me buying the dress. The technology was a big impact because if I wouldn’t have had my phone and looking at the app I would have never seen the dress. The competition...
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...factor that could be considered an advantage would be the fact that she is African American and her promotion to the managerial level means she would be the first African American to be a manager at the level. Her academic credentials and job experience is not the plus point in fact those 2 factors might be even considered as the disadvantages since other competing candidates have far better academic qualification and longer job experience. And also to make the matter worst she has had family problems in the past that lead her to lead a single life with one child. The second candidate is Roy, who is 57 year old happy father and husband. He has been loyal to the company and his position in the company for past twenty years and has had the job experience of nearly thirty years. The fact that could play for him to be the favorite would be his time of retirement. He is retiring and he could get the sympathy vote to be promoted from the concerned people or person for the last time before he retires. Although he has had long job experience, the fact that he is now old to be handling the stress of the promotion and the greater responsibilities could play against him. He was not the highly energetic of the trio and also his performance has not been consistent, he has had times of glory but they were sporadic. Shirish Singh And the last candidate who is vying eagerly for the promotion is Quang Yeh. She is young AsianAmerican with strong academic...
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...How to apply the theories: There are many ways to apply these theories to any organization. There are four theories of marketing concept that are called the 4 P's: product, place, price, promotion. An example of the marketing concept is Microsoft. Microsoft Company is an international company that makes many different and good products to satisfy all customers’ needs and to full all organization’s goals. Microsoft’s marketing mix consists of product, place, price, and promotion. Products Microsoft companies offer many new products to their customers that attach them to their products and to let them more comfortable with those products. Microsoft constructs the platforms ahead which other companies manufacture digital platforms. Microsoft is...
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