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Marketing

Concept of Marketing The marketing concept can be described as the achievement of corporate goals through meeting and exceeding customer needs and expectations better than the competition or competitors. This can be done by three steps: 1. Customer orientation – the company’s main focus should be on its target market i.e. customer satisfaction rather than solely improving costs and methods for the company itself 2. Integrated effort – fulfilling customer satisfaction is not a one-man job, it requires a management team and workforce with the common motive to achieve this task through production, finance, research and development 3. Goal achievement – for integrated work to run smoothly and successfully, the management must have strong belief in the fact that corporate goals can be achieved through consumer satisfaction. Marketing Mix A marketing mix is a company strategy that helps boost a company customers, profits and innovations with the help of four steps (known as the 4 P’s) i.e. product, price, promotion, and place. These 4 Ps are the key decision elements that marketers must follow in order to achieve the wants and needs of their clientele above their competitors. This marketing mix however has been extended to 7 Ps with the three additions of people, progress and physical evidence due to the rapid growth of the service industries. The emphasis of every individual element varies depending on the commodities the organization offers. Product. The product decision includes choosing which goods and services the company is willing and able to produce and supply to its target customers. This includes product creation as well as integration and development where by the products supplied and new and improved with the advancements in technology and taste. This phase also includes the branding image of the company i.e. its name, packaging and promotions and offers. It seems that Britvic seems to rely on the porter’s model of differentiation to keep its products relevant to the UK’s beverages market. Hence there is more focus on offering the customers a good variety and availability of product, importantly, along with a focus on development of the products to keep the customers interested rather than offer the highest standards of quality (taste) or uniqueness of product and taste. This might be because a large part of Britvic’s business activity consists of distributing drinks of established brands such as PepsiCo and hence the company can choose to rely on provision of quality service to other businesses to maintain relevance to the consumer market rather than on maintenance of quality. Placement. Placement deals with decision making regarding distribution channels. Key management decisions stress upon locations of its outlets, transportation facilities, and inventory levels of stock and stock needing to be reordered. The main goal is to ensure products and services are available in the desired and sufficient quantities, at the desired time durations and venue. These distribution channels consist of organizations such as retailers and wholesalers who act as an intermediary through which commodities pass on their way to customers. Producers need to manage their relationships with these organizations in order for them to provide cost-effective access to that specific firm and the market they belong to. They also need to be familiar with new methods of ...Show more

Summary

Marketing Assessment and number Date submitted Marketing Assessment Marketing is the total of activities involved in the transfer of goods and services from the producer and seller to the consumer or buyer; including advertising, shipping, storing, and selling (Noble & Mokwa, 1999)…
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Marketing essay example
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