For an Organization of Your Choice, Critically Assess Whether the Marketing Mix Contributes to the Success of the Organization. for an Organization of Your Choice, Critically Assess Whether the Marketing Mix Contributes Essay Example
For an organization of your choice, critically assess whether the marketing mix contributes to the success of the organization.
Introduction:
The marketing mix model initially given by Borden (1964) is about the ways in which 12 marketing elements could be adopted to bring about a desired behaviour of trade at optimum costs. Consequently a simple framework of the marketing mix with the predominantly used elements of 4Ps was given by McCarthy (1964 cited in Constantinides, 2006). This model which dominated for 40 years has come into lot of criticism with the development of alternative marketing theories (Grönroos, 1994). One of the main concerns is that the marketers and actors in this model have been assumed to be homogeneous (Hedaa et al., 2005). Besides evolving trends in Industrial and Services marketing demand a relationship oriented approach to marketing (Grönroos, 1994).
Also the emphasis on the management of marketing mix variables by a separate department would create a devastating effect on the market orientation of the organisation (Grönroos, 1994). For instance lot of activities like R&D, design, deliveries, customer training, invoicing and credit management considered to be non-marketing activities by the marketing mix paradigm have a decisive impact on the marketing success (Gummesson, 2002).It seems that the 4Ps approach could be applied only if product/offering orientation is present in the organisation (Hedaa et al., 2005) which emphasises the importance of finding a match between the buyer and supplier’s orientation.
In this article a case involving Business to Business marketing is taken and the organisation considered is Rolls Royce plc which markets both physical products and services. To assess the contribution of marketing mix a particular market of civil aerospace has been taken. “Rolls-Royce is the world’s number two aero engine manufacturer and its Trent family of engines is a leader in modern, wide body aircraft. In civil
Introduction:
The marketing mix model initially given by Borden (1964) is about the ways in which 12 marketing elements could be adopted to bring about a desired behaviour of trade at optimum costs. Consequently a simple framework of the marketing mix with the predominantly used elements of 4Ps was given by McCarthy (1964 cited in Constantinides, 2006). This model which dominated for 40 years has come into lot of criticism with the development of alternative marketing theories (Grönroos, 1994). One of the main concerns is that the marketers and actors in this model have been assumed to be homogeneous (Hedaa et al., 2005). Besides evolving trends in Industrial and Services marketing demand a relationship oriented approach to marketing (Grönroos, 1994).
Also the emphasis on the management of marketing mix variables by a separate department would create a devastating effect on the market orientation of the organisation (Grönroos, 1994). For instance lot of activities like R&D, design, deliveries, customer training, invoicing and credit management considered to be non-marketing activities by the marketing mix paradigm have a decisive impact on the marketing success (Gummesson, 2002).It seems that the 4Ps approach could be applied only if product/offering orientation is present in the organisation (Hedaa et al., 2005) which emphasises the importance of finding a match between the buyer and supplier’s orientation.
In this article a case involving Business to Business marketing is taken and the organisation considered is Rolls Royce plc which markets both physical products and services. To assess the contribution of marketing mix a particular market of civil aerospace has been taken. “Rolls-Royce is the world’s number two aero engine manufacturer and its Trent family of engines is a leader in modern, wide body aircraft. In civil