...| 2014 | | | [ Marketing Principles] | | Contents Introduction 2 LO 1: Understanding the concept and process of marketing 2 AC 1.1: Explain the various elements of marketing 2 AC 1.2: Evaluating the approach of Amazon towards marketing 3 LO 2: Using the concepts of segmentation, targeting and positioning 4 AC 2.1: Product opportunities in changing family structure providing consumer companies 4 AC 2.2: Identifying appropriate market segmentation 5 AC 2.3: Appropriate targeting strategy for product launching 5 AC 2.4: Buying behavior of customer depending on product. 6 AC 2.5: Amazon Fire product’s position in target market. 7 LO 3: Understand the individual elements of the extended marketing mix 8 AC 3.1: Product development to sustain competitive advantage. 8 AC 3.2 Distribution arrangement providing customer convenience 9 AC 3.3: How prices are set to reflect the organization’s objectives and market condition 9 AC 3.4: Illustrating how promotional activity is integrated to achieve marketing objective 10 AC 3.5: Analyzing the additional elements of the extended marketing mix 10 LO 4: Using marketing mix in different context 11 AC 4.1: Using the 7 P’s, create a table to demonstrate the similarities and differences of the marketing mix at Amazon and Argos 11 AC 4.2: Illustrating differences in marketing products and services to businesses rather than consumers 12 AC 4.3: Argos learning from Amazon’s experience as an international...
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...Table of Contents Introduction 2 Marketing process 2 Marketing oriented approach 2 Macro environment and Murphy 3 Microenvironment of Murphy 4 Segmentation for Murphy 4 Target market for Murphy 4 Customer behavior 5 When they enter the store alone 5 When they enter the store with the kids 5 Positioning of Murphy’s paper and pen 5 Product development to gain competitive advantage 5 Distribution channels for Murphy 6 Price of Murphy Products 6 Promotion strategies for Murphy 6 Extended Marketing mix of people 7 Recommendations 8 Introduction Murphy is a small company and hence, they never gave due importance to marketing but it will be very difficult for the company to survive if this is the case even in the near future. Marketing will allow the customers to be aware about the availability of the product. Murphy should understand its customers and produce products accordingly rather than that of pushing the products that they have with them. Marketing process Every marketer at Murphy needs to understand the marketing process so that they can implement the same at Murphy so that they achieve success. The marketing process is discussed below: - 1. Situational Analysis – Marketing process starts with situational analysis so the marketer at Murphy can understand the unfulfilled requirements of the customer. As a part of situational analysis, the marketer should undertake 5C analysis, SWOT...
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...Marketing Mix Of Reliance Communications Marketing Mix Reliance communications 7 P’s of marketing for Reliance Communications Product Reliance mobile always faced the problem of weak network. So to correct the major have invested over Rs 300 crore to upgrade to NGIP (Next Generation IP) network. Product has to sell itself. Now they are launching about more than 1100 network towers to provide more coverage to its customers. Price There are many ways to price a product. The pricing policy/ strategy vary in various situations. In case of Reliance mobiles they have priced their product at a very low price & they also come up with new plans. Place Another element of Marketing Mix is Place. Place is also known as channel, distribution, or intermediary. It is the mechanism through which goods and/or services are moved from the manufacturer/ service provider to the user or consumer. Reliance Mobiles do not find it very difficult to find the distribution channel because they are the old players and distribute their product in India. Promotion Another one of the 4P’s is promotion. This includes all of the tools available to the marketer for ‘marketing communication’. Reliance has recently started doing heavy promotions. Physical Evidence Physical Evidence is the material part of a service. Strictly speaking there are no physical attributes to a service, so a consumer tends to rely on material cues. As Reliance mobile provide various rental plans. People ...
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...Essay Writing Skills This guide is designed to help students to structure their work. Like any written work, essays require careful planning, reading and note taking, appropriate academic style, referencing and structure. An essay is different from a report in that it is generally written as one flowing document that uses paragraphs to separate ideas, without the section headings, underlining, numbering and bullet points that are used in reports. Usually, essays do NOT have diagrams or appendices. Essays have 4 vital sections: Introduction, Main Body, Conclusion and References/Bibliography. The word count applies to three essay sections, NOT including the References or Bibliography. The Introduction paragraph/section This helps set the context for the essay. It introduces the main ideas of the essay and draws the reader into the subject. A good Introduction gets to the heart of the subject and captures the interest of the reader, acting as a trailer to what is to follow. It tells readers what to expect by addressing Who, What, When, Where, Why and How? The Introduction outlines the main issues on which you intend to focus and others you just intend to mention. In this way it sets your parameters. It defines any terms or concepts that you need and acknowledges possible issues raised by the question and explains your approach. It could include a comment on the importance of the topic. It may act as an overview in summarising the issues, to show an understanding...
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...Essay Writing Skills This guide is designed to help students to structure their work. Like any written work, essays require careful planning, reading and note taking, appropriate academic style, referencing and structure. An essay is different from a report in that it is generally written as one flowing document that uses paragraphs to separate ideas, without the section headings, underlining, numbering and bullet points that are used in reports. Usually, essays do NOT have diagrams or appendices. Essays have 4 vital sections : Introduction , Main Body , Conclusion and References/Bibliography . The word count applies to three essay sections, NOT including the References or Bibliography. The Introduction paragraph/section This helps set the context for the essay. It introduces the main ideas of the essay and draws the reader into the subject. A good Introduction gets to the heart of the subject and captures （俘获） the interest of the reader, acting as a trailer to what is to follow. It tells readers what to expect by addressing Who, What, When, Where, Why and How? The Introduction outlines the main issues on which you intend to focus and others you just intend to mention. In this way it sets your parameters. It defines any terms or concepts that you need and acknowledges possible issues raised by the question and explains your approach. It could include a comment upon the importance of the topic. It may act as an overview...
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...Marketing Strategy Chaunte Rhone MKT/421 March 23, 2011 Instructor Rebecca Robbins Marketing is a process that encompasses every aspect of an organization’s ability to provide products or services to customers, suppliers, and communities. An organization’s marketing mix is crucial to producing successful results that will increase consumer patronage, sales, and profits. The four elements of the marketing mix, which includes product, place, price, and promotions affects the development of an organization’s marketing strategy and tactics. How an organization implements the elements of the marketing mix is dependent on the objectives of the marketing strategy. In a recent article the writer explains the reasoning for the revision for the American Marketing Association’s definition of marketing by writing, “Marketing is the activity, conducted by organizations and individuals, that operates through a set of institutions and processes for creating, communicating, delivering, and exchanging market offerings that have value for customers, clients, marketers, and society at large” (Gundlach G, 2009, p. 260). Elements of the Marketing Mix Product Products are important to the marketing mix and whether an organization supplies products or services they must satisfy customer needs to be successful. Products can come in different shapes, sizes, with different features, and for different usages. Whatever the product or service an organization provides for a target market implementation...
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...Unit 3: Introduction to Marketing Unit code: Y/502/5411 QCF Level 3: BTEC National Credit value: 10 Guided learning hours: 60 Aim and purpose The aim and purpose of this unit is to give learners an understanding of how marketing, research and planning and the marketing mix are used by all organisations. Unit introduction Marketing is at the heart of every organisation’s activity. Its importance is also growing in the non-commercial, public and voluntary sectors. Also, at the heart of marketing is the customer. This unit will introduce learners to some of the tools and techniques all types of organisations use to achieve their objectives. Firstly, learners will explore how different types of organisations use marketing principles to meet the needs of their customers and achieve their objectives. The constraints under which organisations operate are important and learners will study the legal requirements and voluntary codes that affect marketing. Learners will then go on to investigate how organisations collect data through market research and turn it into useful information which can be analysed and used to plan their marketing activities. The segmentation and targeting of groups of customers is a key marketing technique and this is studied in detail. This includes the different bases for segmentation of both consumer and business markets. Next, learners will examine how a marketing mix is developed to meet the needs and aspirations of...
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...WHEN ARTS MET MARKETING Arts marketing theory embedded in Romanticism Hye-Kyung Lee Cultural Lee &and Creative IndustriesSchool Hye-KyungFrancis Ltd November (print)/1477-2833 (online) 000000and 2005 Ltdof Cultural Policy or Humanities, King’s College London, StrandLondonWC2R 2LStsrbd@yahoo.com 3 11 2005 Original Francis 1028-6632 International Journal 10.1080/10286630500411309 GCUL_A_141113.sgm Taylor Article This article argues that arts marketing theory is embedded in the existing context of the nonprofit arts sector – that is, Romantic belief in the universal value of the arts and producer authority over the consumer. As “a set of techniques” and “a decision-making process”, marketing was able to sit comfortably in the nonprofit arts context during the 1970s and 1980s. However, recent recognition of marketing as “a management philosophy” has brought out incompatibilities between the customer orientation of the marketing notion and the Romantic view of artistic production. This article demonstrates that arts marketing writings embrace Romanticism through the following: generic marketing concept; relationship marketing approach; extended definition of the customer; extended definition of the product; and reduction of marketing to function. Such findings suggest that persistence of the existing belief system and the embeddedness of the market be considered when marketisation in the arts sector is analysed. KEYWORDS arts marketing; Romanticism; marketisation; cultural persistence...
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... 2010 Online Marketing in Bangladesh: A Descriptive Study in the Context of Some Selected Click and Mortar Businesses MD. KAMRUL HASSAN1 MD. ABDUL MOMEN2 SEYAMA SULTANA3 Abstract Every business requires a good marketing mix to introduce, grow, and sustain in this highly competitive marke economyt. At The day before yesterday marketers were rarely looking at online based marketing efforts, instead, they were just relaying on conventional marketing mix. With the presence of highly growing Internet users, relative low cost and easy going strategies, ‘online marketing’ is also becoming so crucial for every business hub. By getting the balance of offline and online advertising right, marketing mix will help provide everything firms need to gain leads, increase sales, improve customer retention, and rocket the company profits. The study has a comprehensive perspective and provides a bird’s eye view of the online marketing practice in Bangladesh. This discussion is extended with an examination of the studies that compare conventional marketing practices with the principles and rules of the online marketing world particularly the four major components of the traditional marketing mix in an online context. To understand the online marketing environment in the country a greater sense of the study has extended its overall views from both the consumers and business perspectives. This study provides an effort to understand the relationship between online marketing exercise and the...
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...SEGi UNIVERSITY COLLEGE FACULTY OF BUSINESS AND ACCOUNTING UNIVERSITY OF SUNDERLAND UGB-112: PRINCIPLES OF MARKETING INDIVIDUAL ASSIGNEMENT TITLE OF THE ASSIGNEMENT: THE CUSTOMER- MARKETING EXPERIENCE OF SERVICE PRODUCT COURSE NAME: BA (HONS) BUSINESS MANAGEMENT INTAKE: 14th FEBRUARY 2011 SEMESTER: 2 Level 1(SEPTEMBER TO JANARY 2012) MODULE LEADER’S NAME: JOEL ARNOTT LECTURER NAME: PATRICK HAN NAME: OUMOUL KHAIRY BARRY STUDENT NUMBER: 109115296/1 Table of content: 1-INTRODUCTION………………………………………………………. 2-DECISION MAKING PROCESS……………………………………… 2-1 BUYER BEHAVIOUR…………………………………………….. 2-2 CHARACTERISTICS OF BUYER BEHAVIOR…………… 3-MARKETING MIX………………………………………………………… 4-CONCLUSION……………………………………………………………… 5-REFERENCES……………………………………………………………… 1)_ Introduction Needs and wants are two concepts, which are permanently used, in human life but they are still confused about it. It’s in this case marketers tried to define it to make it more useful to people. So in the next line we will define needs and wants accordingly to the marketing concept. * Needs: according to kottler and Armstrong, the most basic concept underlying marketing is that of human needs. Human needs are states of felt deprivation. They include basic physical needs for food, clothing, warmth, and safety; social needs for belonging and affection;...
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...their products to major cities in Malaysia. The objectives of this tasks are: 1. To identify the elements of internet marketing for love.com.my 2. To evaluate the internet marketing mix for love.com.my 3. To compare the internet marketing tools that love.com.my implement 4. To examine the interactive order processing in love.com.my SECTION 2 : BODY Nowadays, many businesses optimise the use of the internet to advertise and sell their products or services rather than the traditional brick-and-mortar way. The term internet marketing best describes those kinds of businesses. Love.com.my, an online florist applies the functions of internet marketing in their business. According to Jen Williams on Search Engine Journal, internet marketing is the process of promoting a brand, products or services over the Internet. Its broad scope includes email marketing, electronic customer relationship management and any promotional activities that are done via wireless media. It also combines the technical and creative aspects of the World Wide Web such as advertising, designing, development and sales. Moreover, Internet Marketing also deals with creating and placing ads throughout the various stages of customer engagement cycle (Williams, 2012). Apart from that, Vangie Beal on Webopedia defines internet marketing as advertising and marketing efforts that use the web and email to drive direct sales via electronic commerce, in addition to sales leads from...
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...Assignment Two Word Count - 1261 142588 Service Encounters are an integral part of marketing; this essay will focus on and attempt to explain what a service encounter is and why it is important for it to be managed, whilst also outlining the factors that influence the behavior of customers before, during and after the encounter. For the purposes of this essay a Service Encounter will be defined as a transactional interaction where a person provides a good or service to another person, often described as the moment of truth, where the service is examined and all pre conceived ideas now become experiences (Bitner et al. 1990). The arguments will be supported with examples in order to demonstrate a higher understanding of the concepts and ideas involved. What is meant by experience and credence properties? The service encounter in a company or organization is an integral part of the organizations successful growth, services can be likened to a package of attributes rendering contentment, yet have more appropriately been described as “promises of satisfaction” (Levitt, 1983). In comparison with goods, it is better known that services have a diverse range of characteristics however both services and goods contain search, experience and credence qualities, all which need to be managed. Service Encounters are high in experience and credence attributes, as a service is much like a performance it is often deemed as an encounter, the transactional interaction where a person provides...
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...Marketing Mix of Brainworks Day Care Centre for Children (Term Paper towards partial fulfilment of the assessment in the subject of Service Marketing) SUBMITTED BY: Apurva Zutshi Vth semester BBA(Hons.),LLB(Hons.) Roll no. 675 SUBMITTED TO: Dr. Archi Mathur Associate Professor Faculty of Management NATIONAL LAW UNIVERSITY JODHPUR Summer Session (July-November 2011) 1 INDEX Index No. 1. 2. Particulars Executive Summary Objectives Research Methodology Introduction- Marketing Mix Introduction- Day Care Industry & Brainworks Day Care Centre 3. 4. 5. 6. 7. Product Data Tabulation Analysis Conclusion Recommendations Limitations Bibliography 14 16 22 31 32 34 35 Page No. 3 3 3 4 10 2 EXECUTIVE SUMMARY Brainworks is a national chain of preschools and day care centres that provide a world class learning environment and scientifically researched curriculum to maximize development of children during the early childhood years. Brainworks believes in providing a rich, stimulating environment using an eclectic approach geared to match different learning styles in children and recent research on brain development. This project identifies and analyses the various elements of marketing mix as followed by Brainworks. Later it studies the impact of these elements on the organisation. The strengths and opportunities for growth have also been identified keeping in mind the day care industry industry. The Project also makes suggestions for improvement in the marketing...
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...Marketing Principles and Analysis MKT 305 Winter Quarter 2014-2015 Instructor: Bill Froese Office Location: See Blackboard Office Hours: See Blackboard Phone: 224-616-4789 Email: wfroese@robertmorris.edu Course: MKT 305 Quarter Hours: 4 COURSE DESCRIPTION: This course will introduce students to key marketing principles including the marketing concept, management of the marketing mix (product, price, place and promotion), analysis of the external environment, ethical issues in marketing, segmentation, targeting and positioning. This course examines how organizations discover needs or wants that they can serve in the market place. Upon completion of the course, students should understand and appreciate the significant role that marketing plays in our fast-changing global marketplace. LENGTH OF COURSE: 10 weeks TEXTBOOK: Boone, Louis E. and Kurtz, David L. Contemporary Marketing, 15th Edition 2013. Mason, Ohio. Southwestern/Cengage, 2013. ISBN: 978-1-111-57971-5 NOTE: Make sure you get the 15th Edition and not the 16th! There is also a bundled package including the Text with Blackboard MindLink for CourseMate and e-text access printed access code card. ISBN: 978-1-305-59157-8 Finally, you can get the Blackboard MindLink for CourseMate and e-text access printed access code card. ISBN: 9781285369488 Special Note Regarding CourseMate: CourseMate supplemental resources are bundled with the purchase of a new textbook. CourseMate can become...
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...Assessment: MKC1 Market Environmental Variables Reading: Contemporary Marketing: Chapter 3 Questions: 1. How would you categorize Generation X using the five segments of the marketing environment? A: Competitive Environment B: Political-legal environment C: Economic environment D: Technological environment E: Social-cultural environment 2. Joe and Ryan both have storefronts in the local mall. Joe sells candies and Ryan sells pretzels. Are Joe and Ryan in direct competition with each other? A: Yes B: No Consumer Behavior and Marketing Reading: Contemporary Marketing: Chapter 5 Questions: 1. Rachel and Sarah’s parents always purchased groceries from the local Aldi marketplace. What is this type of behavior an example of? A: Cultural influences B: Social Influences C: Personal factors 2. Maryanne purchases Maxwell House coffee every two weeks from the grocery. What is this type of behavior an example of? A: Routinized Problem Solving B: Limited problem solving C: Extended problem solving 3. Aaron does research on several local colleges before applying to his first three choices. This is an example of: A: High – involvement purchase decision B: Low – involvement purchase decision Marketing Plans Reading: Contemporary Marketing: Chapter 2 + Ch. 2 Appendix Web sites: http://www.jpec.org/handouts/jpec33.pdf http://www.netmba.com/marketing/process/ Questions: 1. Strategies are designed to meet objectives...
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