Principle Of Marketing
Contents
Introduction: 1
Executive Summary: 2
LO1: Understand the concept and process of Marketing: 3
1.1Explain the various elements of the marketing process: 3
1.2 Evaluate the benefits and cost of marketing orientation for Boots: 4
LO2: Be able to use the concepts of segmentation, targeting and positioning. 6
2.1 Show macro and micro environmental factors which influence marketing decision for Boots. 6
2.2 Which segmentation criteria would be most applicable for the Boots? 7
2.3 A range of product and service Boots offer choose a targeting strategy for one of them: 7
2.4 How buyers affect marketing strategy: 8
2.5 Propose a new positioning. 8
LO3: Understand the individual elements of the extended marketing mix. 9
3.1 explain how products are developed to sustain competitive advantage. 9
3.2 explain how distribution is arranged to provide customer convenience. 9
3.3 explain how prices are set to reflect an organization’s objectives and market conditions. 10
3.4 illustrate how promotional activity is integrated to achieve marketing objectives 11
3.5 analyze the additional elements of the extended marketing mix. 12
LO4: Be able to use the marketing mix in different contexts. 12
4.1 plan marketing mixes for two different segments in consumer markets. 12
4.2 illustrate differences in marketing products and services to businesses rather than consumers. 13
4.3 show how and why international marketing differs from domestic marketing. 14
Conclusion: 15
References and Bibliography: 15
Introduction:
The heart of an organization successes lies in its marketing. In most aspects, the success of an organization depends on its successful marketing. The organization whose marketing department is strong, can easily achieve its desired goal. The main important element of organization is their customers. Marketing makes a profitable relation with customers and also makes them as their loyal customers. An organization when it is small, it can’t understand the important of
Introduction: 1
Executive Summary: 2
LO1: Understand the concept and process of Marketing: 3
1.1Explain the various elements of the marketing process: 3
1.2 Evaluate the benefits and cost of marketing orientation for Boots: 4
LO2: Be able to use the concepts of segmentation, targeting and positioning. 6
2.1 Show macro and micro environmental factors which influence marketing decision for Boots. 6
2.2 Which segmentation criteria would be most applicable for the Boots? 7
2.3 A range of product and service Boots offer choose a targeting strategy for one of them: 7
2.4 How buyers affect marketing strategy: 8
2.5 Propose a new positioning. 8
LO3: Understand the individual elements of the extended marketing mix. 9
3.1 explain how products are developed to sustain competitive advantage. 9
3.2 explain how distribution is arranged to provide customer convenience. 9
3.3 explain how prices are set to reflect an organization’s objectives and market conditions. 10
3.4 illustrate how promotional activity is integrated to achieve marketing objectives 11
3.5 analyze the additional elements of the extended marketing mix. 12
LO4: Be able to use the marketing mix in different contexts. 12
4.1 plan marketing mixes for two different segments in consumer markets. 12
4.2 illustrate differences in marketing products and services to businesses rather than consumers. 13
4.3 show how and why international marketing differs from domestic marketing. 14
Conclusion: 15
References and Bibliography: 15
Introduction:
The heart of an organization successes lies in its marketing. In most aspects, the success of an organization depends on its successful marketing. The organization whose marketing department is strong, can easily achieve its desired goal. The main important element of organization is their customers. Marketing makes a profitable relation with customers and also makes them as their loyal customers. An organization when it is small, it can’t understand the important of
References: and Bibliography: 1. Sosemarketing.com, (2011). Coffee Marketing: Starbucks SWOT Analysis | SOS eMarketing. [online] Available at: http://www.sosemarketing.com/2011/09/22/starbucks-swot-analysis/ [Accessed 9 May. 2014]. 2. Clark, P., Golden, P., O’Dea, M., Weiner, M., Woolrich. P., & Olmos, J. (2009). Business and Management. Oxford: University Press, p 46. 3. Kinnear, T. and Bernhardt, K. (1983). Principles of marketing. 1st ed. Glenview, Ill.: Scott, Foresman. 4. Managementstudyguide.com, (2014). Factors Affecting Buying Decision of the Customers at the Store. [online] Available at: http://managementstudyguide.com/factors-affecting-buying-decision-of-customers.htm [Accessed 10 May. 2014]. 5. Debelak, D. and Debelak, D. (2005). Bringing your product to market-- in less than a year. 1st ed. Hoboken, N.J.: John Wiley & Sons. 6. Pride, W. and Ferrell, O. (2008). Marketing. 1st ed. Boston: Houghton Mifflin Co. 7. Anon, (2014). [online] Available at: http://www. starbucks .com [Accessed 9 May. 2014]. 8. Kotler, P. and Armstrong, G. (2012). Principles of marketing. 1st ed. Boston: Pearson Prentice Hall. Mullins, J. and Walker, O. (2013). Marketing management. 1st ed. New York: McGraw-Hill.