...Marketing 2014 Unit 2935GENERIC MARKETING(v4) Determine the marketing mix (Level 5, 10 Credits) Due:23rd FEBRUARY 2014 11.55 PM Instructions: 1 You are encouraged to present your work in a word processed report formatusing appropriate headings, page and section numbering, indentations, figures and tables, appendices, style (Arial or Times New Roman) and size (font 12, line spacing 1.5). 2 This assignment is to be submitted electronically via www.abacusinstitute.ac.nz/moodle by 5:00pm on the due date above. OR Alternative arrangements can be made for presenting and submitting your workwith help of the course instructor/tutor, in case of any special needs. 3 The presentation of your work must use appropriate tone, register, vocabulary (includingnon-sexist language), grammar and syntax. Unit Standard 2935 [v4] Determine the marketing mix ER | Description | Range | LO1 | Analyse the inter-relationships of elements of the marketing mix. | | 1.1 | Variations in individual elements of the marketing mix are assessed for their impact on related elements of the mix. | Variation of any two elements. | 1.2 | Environmental factors are assessed for their impact upon elements of the marketing mix. | social, economic, demographic, cultural, ethnic, natural, political, legal, regulatory, technological, competitive. | 1.3 | Customer response to the marketing mix is assessed in terms...
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...Marketing mix Kotler defined that marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and exchanging products and services of value freely with others. (Kotler, 2002) McCarthy’s Four Ps A marketing expert named E. Jerome McCarthy created the Marketing Four Ps in the 1960s. This classification has been used throughout the world. Business schools teach this concept in basic marketing classes. The marketing four Ps are also the foundation of the idea of marketing mix. Product A product is an item that is built or produced to satisfy the needs of a certain group of people. The product can be intangible or tangible as it can be in the form of services or goods. Price The price of the product is basically the amount that a customer pays for to enjoy it. Price is a very important component of the marketing mix definition. It is also a very important component of a marketing plan as it determines your firm’s profit and survival. Adjusting the price of the product has a big impact on the entire marketing strategy as well as greatly affecting the sales and demand of the product. Place Placement or distribution is a very important part of the product mix definition. You have to position and distribute the product in a place that is accessible to potential buyers. This comes with a deep understanding of your target market. Understand them inside out and you will discover the most efficient positioning...
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...MARKETING TASK 3 Understand the individual elements of the extended marketing mix The service marketing mix is also known as an extended marketing mix and is an integral part of a service blueprint design. The service marketing mix consists of 7 P’s as compared to the 4 P’s of a product marketing mix. Simply said, the service marketing mix assumes the service as a product itself. However it adds 3 more P’s which are required for optimum service delivery. The product marketing mix consists of the 4 P’s which are Product, Pricing, Promotions and Placement. These are discussed in my article on product marketing mix – the 4 P’s. The extended service marketing mix places 3 further P’s which include People, Process and Physical evidence. All of these factors are necessary for optimum service delivery. Let us discuss the same in further detail. Concept of Product A product concept plays a vital role in the new-product development process. It serves as a means by which to present a new-product idea to consumers. A product concept can be presented either physically or symbolically. It is through the use of the product concept that companies can receive feedback from consumers as to the possibility of implementing and furthering the proposed concept (Kotler 237). Introduction to the product TOYOTA PRODUCTION SYSTEM Cost control through the elimination of waste TOYOTA PRODUCTION SYSTEM Cost control through the elimination of waste Toyota is the market leader in its class...
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...Q5. Describe the current marketing mix for Trap-ease. Do you see any problems with this mix? Marketing mix are the variables that mangers can control in order to best satisfy customers in the target market. A typical marketing mix includes the product offered at price, with some promotion to tell customers about the product and a way to reach the customers’ place. This is often referred to as the 4P’s: Product, Price, Place and Promotion. The product is the physical product or service offered to the consumer. Price is the amount of money the customers have to pay obtain the product. Promotion represents the various aspects of communicating information about he product with the goal of generating a positive customer response. Place is about getting the products to the target customers. The following table summaries the marketing mix, including a list of the aspect of each of the 4Ps. Product Price Place Promotion The marketing mix for Trap-Ease is: Product: Trap-Ease innovative mousetrap Price: Retail = $2.49 Place: Large Retailers, Safeway, Kmart, Hechingers & CB Drugs Promotion: Trade shows, Home-and-Shelter style magazines, Publicity. The Trap-Ease is an above average product that provides a much needed customer solution. There is no variety in the packaging therefore customers do not have a choice as whether they want a package with one or two. There is no mechanism to ascertain whether customers are satisfied with the product. The price is very...
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...The target market is the basis for creating a marketing mix to satisfy the needs of the market. It is the in-depth research into the characteristics of the target market and it consist of product, pricing, promotion and place. Based on graph above, the research found out that majority of Chatime’s customers are between the age of 18 to 22, which is 25 out of 50 persons. Other than that,the second highest range of chatime customers age are below the 18, which is 14 out of 50 persons. The target market of Chatime is probably the college age students and post graduate individuals. They are mostly from the urban areas and care about trends and enjoying good lifestyle. A company`s product is an important variable in the marketing mix. If a company`s products do not meet customers` wants, the firm will fail unless it is willing to make an adjustments. Chatime diversify their products into several categories. There are mellow milk tea, fresh tea, coffee, chatime special mix, oriental pop tea, QQ jelly, energetic healthy juice and smoothie series. In total, there are 73 choices of drinks for customers to choose from. Besides, customers can also customize their drinks according to their likings in terms of ice options, sugar levels and choice for toppings. _____________. Furthermore, Chatime provides comfortable lounge that features modern European which is designed by Ana Marcelo. The white and purple couches and cushion chairs give customers a calming and relaxing feel to gather...
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...in the computer market. The company was founded on April 1, 1976, and incorporated as Apple Computer, Inc. on January 3, 1977. It ranks as the world's second largest IT company by its revenue, Samsung being the first. 2. Marketing Situation: * The Exchange Value: Apple's iPad has a price ranging between $499 to $699. Although this may seem as a high price, but in exchange customers recive a high quality product which is durable. * The Strategic Mission: "Technology alone is not enough. Faster, thinner, lighter; those are all good things. But when technology gets out of the way, everything becomes more delightful, even magical. That's when you leap forward. That's when you end up with something like the iPad 2" Above is apple's mission statement for the iPad. * The Marketing Goals: * Creating suspense, anticipation and hype before the release of the iPad 2. * The power of perception, so as to be seen as a powerful product. * Since more competitors have emerged since the ipad 1, it is important to have the biggest market share in this market. * The 4Ps also known as the marketing mix , is a set controllable elements used by a company to get that the firm required response in the target market. * Product: Ipad is a tablet device with various features. It includes a LED touch screen. Specifications comprise dimensions of 9.56 x7.47 inch. Also, It's thin (0.37inch) and has a battery life of 10 hours...
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...The Marketing Mix Strategy In contrast to the original Marketing Mix Theory based on the 4 P´s, Red Bull Ltd. introduced its own Marketing Mix Strategy. This can be best explained in form of a three pillar system, consisting of the media\advertising category, sports-and event sponsoring and sampling. In 1998 the budget Red Bull spend on marketing in the UK covered the amount of Pound 6 million. Their marketing formula is based on classic creative advertising; precision-targeted sponsorship and events; and right-place, right time sampling when consumers needed. 6.1 Media Advertising Red Bull uses all the available media channels, meaning cinema,TV, radio, press and the internet. In other words the company focuses on the media through which it reaches its primary target market-young people. Therefore they advertise in TV shows like T.F.I. Friday and in magazines like Time Out and men’s health. Their advertisements in the different media channels are very successful. They allow the consumers to interpret the product and the moments of use themselves. Red Bull achieves this by a humorous and witty cartoon campaign, transferring the message that this energy drink helps you to escape by `giving you wings ´. The idea of communicating with the consumer in form of a simple cartoon has got the advantage that the message is easy to understand . People do not only enjoy the campaigns they even remember what the product is called and what it delivers, which is the most important...
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...Marketing Mix Paper Piña MKT/421 June 6, 2011 Carlyn Carmichael Marketing Mix Paper To achieve the marketing objectives the strategy must include different elements – that is the different parts of the marketing mix. In this reading, the elements of the marketing mix which is product, place, price, and promotion will be defined and explained. McDonald’s will be used in this reading to describe how each one of the four elements of the marketing mix affects the development, marketing strategy and tactics. Marketing is having a great product, being sold at the right price at the right place while utilizing the appropriate promotion. Sounds simple but a lot of hard work goes into these simple steps. A company has to go to great lengths to find what the customer likes, where they shop, and what they consider a good value. This is where the marketing mix comes in. The marketing mix was intended to recommend that you have a well-adjusted mix of marketing activities within your marketing plan. Reviewing these steps can help through the plans and avoid faults. The marketing mix as identified by McCarthy consists of the 4 Ps; product, price, promotion and place; and is a good way in outlining the marketing mix. Product – this element defines the characteristics of your product or service that will meet your customers’ needs. Price – this portion refers to the price of the product or service, including the strategy that is used. It is important to test numerous pricing...
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...Write a short critical essay explaining how the poor economic climate in the UK might affect the marketing mix of a start-up retail venture in the high street. I will look critically at setting up a retail business on the high street in the current economic climate and the affect this may have on the marketing mix. I will first give a brief overview of the economic situation in the UK and high street retail in general. The UK economy has undergone a protracted period of instability since the banking crisis of 2007/08, which sparked economic downturn for the UK and caused a dramatic fall in both consumer and business confidence. Between 2008 and 2012, the UK experienced two periods of recession and has been subject to austerity measures, such as public spending cuts, welfare reforms and increased taxation, imposed by the UK Government in an attempt to reduce the country’s budget deficit and reverse economic decline. These measures coupled with high inflation, rising levels of unemployment and low wage growth have contributed to less disposable household income and subsequently lower consumer spending across most of the UK. The economic constraints of the last five years, such as falling consumer spending, increasing operating costs for businesses (20% rise since 2006) alongside less available, affordable borrowing to businesses have led to large numbers of high street retailers closing their doors. The Centre for Retail Research (2013) reported that 54 retail companies...
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...Marketing Mix Janea’ Jackson MKT/421 Stephanie Jenson April 25, 2011 Introduction A marketing strategy provides an in depth look at what a company can do within the market. When creating a marketing strategy, the company must first identify the target audience and a related marketing mix. According to businessdictionary.com, the target audience is “a particular group of people, identified as the intended recipient of an advertisement or message.” The four P’s make up what is commonly referred to as the marketing mix, “a set of controllable tactical marketing tools - product, place, price and promotion - that the firm blends to produce the response it wants in the target market” (Armstrong & Kotler, pg. 51). Focusing on a specific audience can help a company develop a marketing mix that will satisfy the needs of this audience better than the competition. It is quite useful to reduce all of the elements in the marketing mix down to just these four basic marketing tools. These four tools are essential to the development of organizations' marketing strategies and tactics. This paper will describe the elements individually, as well as looking at an organization such as Wal-Mart, a national retailer, who individualizes the marketing mix to fit the company’s specific strategies and tactics. Breakdown of Elements So now let’s discuss the four Ps in further detail. The product tool is based upon the development of the right product. This product has to be appealing to the...
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...Marketing LaTroya c. Boyd MKT/421 4/30/14 Dr. Michael Rico WHAT IS MARKETING? I consider marketing to be a form of art. The goal is to persuade the audience and lead each individual into the direction of being convinced. Whether it is a product sold in the market or an idea of a business and the creator is looking for an investor, marketing builds the connection that should ultimately lead into trust. According to “Basic Marketing A Marketing Strategy Planning Approach” marketing is defined as more than just buying and selling. It is stated that “marketing is the performance of activities that seek to accomplish an organizations objectives by anticipating customer or client needs and directing a flow of need-satisfying goods and services from producer to consumer or client.” In other words, the mission of any business is to keep track of what customers are most interested in order to maintain a successful business. It takes strategic planning and for all involved in the company to use good communication skills and learn to coordinate with the rest of the so that everyone is on the same page. To promote goods or services the marketing strategy should be organized. Un-organization is the recipe for failure. Personally I believe marketing is quite a few things. Marketing is art. It is a process of convincing people and promotion. Other sources will sum marketing up and describe it as a management process where goods and services are moved from a mere idea to the consumer...
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...Marketing mix-the case of Aesop Serial number MEB1499 Student ID 26779595 Class PMD Table of contents Executive Summary 3 1.0 Background 4 2.0 Marketing Mix 4 2.1 Marketing mix theory 4 3.0 Aesop-a case study 5 3.1 Product in marketing mix 5 3.2 Price in marketing mix 6 3.3 Strengths and weaknesses in marketing mix 7 4.0 Conclusion and recommendations 8 Reference list 9 Executive Summary The purpose of this report is to evaluate how marketing mix elements are used in Aesop’s promotional strategy; how effective Aesop has been in the promotional strategy; and it provides some necessary recommendations. In this report, two marketing mix elements product and price are analyzed. By analyzing Aesop’s strategies of product and price, it is easy to identify the strengths and weaknesses of the company. The findings indicate that Aesop has made great progress in high-quality products and product orientation. What is more, price policy which based on the cost of production is reasonable. However, the capacity of the market still needs further expansion. This report gives some advice on expanding the market, and it will ensure that Aesop develops better in the future. 1.0 Background Aesop was founded by Dennis Paphitis in 1987 in Melbourne. The name originates from Aesop’s Fables. It is an organic herbal cosmetics company. Aesop devotes itself to natural skin care, body care and hair care, and it aims at providing the finest quality...
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...The marketing mix provides an excellent framework for developing marketing plans in an orgnazation.The marketing mix for phsyical goods is generally accepted as being made up of the 4ps which are: · product · price · promotion · place once the marketing objectives have been agreeded marketing plans must be devloped to achieve goals.Buisenessses will often tailor its marketing mix to suit its objectives.The objectives often includes:support brand building,satisfying needs and aspirtaions of a targeted group of customers. Support brand building the marketing mix supports the building of brands and also through product stretaergies.Strengthening brand awraeness is beneficial for a buisness because a strong brand allows a buisness to make more effective use of its marketing stratergies by promoting more than one product within the brand range.This can often lead to the to a higher raise of the profile of new products in a brand. Satisfying needs and aspirtaions of a targeted group of customers.The four ps of the marketing mix are the parameters that a business can control,although they are subject to internal and external constraints of the marketing envioment.The goal is to make decisions that centre the four ps on the customers in the target market,in order to create perceived value and to generate a postive response.If a product genuinley satisfys the needs and aspirtaions of its target market ,it stands a better chance of long term success rather than a product which...
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...1. Research the Braaap organization at: Braaap,started,with,a,vision,of,making,motorcycling,more,fun,and,more,accessible,,so,more,people,could,experience,what,we,love,in,motorcycling.,Their,plan,from,the,beginning,was,to,build,a,Motorcycle,that,could,compete,with,the,custom-built,American,race,bikes,,but,is,affordable.,Be,World,Class.,With,a,dream,of,building,a,world,class,niche,Motorcycle,brand,braaap,founder,Brad,Smith,set,out,to,find,manufacturing,partners,that,could,build,the,dream,bike,,as,a,young,man,with,nothing,but,a,vision,over,50,motorcycle,manufacturing,plants,laughed,him,out,of,their,office,until,finally,manufacturing,partners,started,to,believe,in,the,vision,and,thank,god,they,did,because,they,now,have,what,they,believe,is,the,best,motorcycle,range,of,its,type,in,the,world.,BRAAAP,are,the,only,motorcycle,on,the,planet,with,lifetime,warranty,and,we,are,the,only,motorcycle,brand,to,win,back-to-back,championships,at,the,world,title,for,our,sport. 2. Identify the key characteristics of their products and services and their significance to the market. Braaap’s.motorcycle.products.have.four.distinct.features,.which.are:.life.time. warranty,.customisation,.built.for.adults.and.flexible.finance. Braaap.provides.lifetime.warranty.for.majority.of.its.products.and.all.its.motorcycles..This.could.significantly.improve.the.attractiveness.of.its.products.in. customers.because.customers.would.notneed.to.worry.about.the.repair.and. maintenance. Customisation.is.another...
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...MARKETING MIX STRATEGIES Marketing mix strategies comprises of four P’s: PRODUCT Product is the basic component of marketing mix. The decision pertaining to product may relay to: * Product attributes * Product mix * Branding * Product Support service Beginning from the customers to the sellers to the realtors and investors, each one of us is plunging for quality homes within your reach. Unitech, the largest real estate company not only in term of revenue but also earning, market capitalization and developable area. Quality Unitech offers quality Products to its customers even at affordable price. Variety Its key business is the expansion of residential, commercial and retail properties which also includes flyovers, highways and airports, schools, hotels, transmission lines, entertainment projects, amusement parks and SEZs. Design Design is nothing but ‘How the product looks and how you feel about that’. Unitech design its product keeping in mind not only the quality but also make use of an innovative design to attract the buyers towards it. It also provides architectural and engineering design particularly for affordable housing customers. Brand Name Unitech got the title of ‘Super brand’ by the Super Brands India in 2008.’ It also won the award for being among India’s top ten builders. Facilities Unitech designs its products’ keeping in mind the needs and preferences of the buyers and provides them with the best of the facilities: * Gymnasium ...
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