How Promotional Activity Is Integrated to Achieve Marketing Objectives - Essay Example

Marketing strategies Illustrate how promotional activity is integrated to achieve marketing objectives In any organization, there are established marketing strategies. The marketing strategies are usually based on the organizational goals and set objectives. Every organization has a goal to achieve in their target market and this is only achievable through implementing effective marketing strategies. In words by Kotler & Armstrong marketing strategies are based on profit expectations of an organization and the type of market an organization sets to satisfy (52). For marketing strategies to be effectively implemented there must be marketing objectives. These objectives shape the perception and approach to the market. The objectives are generated in regards to the requirements and goals set by the management team. Kotler & Armstrong points out that marketing objectives are set as goals that an organization tends to achieve in terms of acquiring a greater competitive advantage over other organizations (65). Marketing objectives are also used as measurement tools of the effectiveness of the strategies applied in the market. If a marketing strategy satisfies all the requirements stipulated in the objectives, it is allowed a greater lifeline in an organization. Additionally, marketing objectives dictate the mode in which promotional activities will be integrated. Promotional activities are activities that are used in the marketing of an organization’s goods and services. In referring to the definition by Kotler & Armstrong promotional activities are forms and ways of marketing implemented by organizations (112). Promotional activities include personal selling, exhibitions, media marketing, corporate image, public relations and sales promotion. Depending on the organizational culture and marketing objectives, an organization selects the forms of promotional activities to be implemented in the organizational system. However, the selection criterion is purely based on the marketing objectives set by the organization. For instance, an organization may be dealing with renting of a sporting facility. In such an organization the objectives are based on how effective the organization can sell its brand to attract customers to the facility. In such an organization, the first objective would be to create a corporate image for the facility. This can be done by providing special services and offers upon interest on the facility. The organization may also a marketing objective of reaching out to corporate bodies. To realize this objective the most proper promotional activity to be implemented would be personal selling. By personal selling the relationship between the interested parties and the organization is more personalized (Kotler & Armstrong 89). In a sporting facility a good public relation with the communities is a compulsory objective. In this case, the organization may opt to implement Corporate Social responsibility as a promotional activity and tool. This entails organizing communal activities and funding community projects (Kotler & Armstrong 64). From the analysis one could easily argue that the objectives set by an organization in terms of acquiring a greater market support significantly dictates the type of the promotional activities used by an organization. The integration of promotional activities is done by an analysis of the opportunities that the market presents to an organization. For instance, if an organization aims to capture the attention of a specific market population for example the young people: the advertising promotional activity would be integrated in a way that social sites and trendy magazines are effectively exhausted (Kotler & Armstrong 77). What is the importance of the three extra elements of the service mix to you as the customer? According to Kotler & Armstrong it is human nature for a consumer to be selective in the way they chose to relate to an organization (154). This relationship is a great determinant of the consumer’s allegiance to an organization. Consumer behavior forms the basis of the main difference in marketing strategies applied by different organizations. In words by Kotler & Armstrong one important aspect in marketing is the learning and predicting consumer behavior and preferences (156). This enables organization to predict and evaluate the market’s trend and preferences. Consumer behavior is unpredictable due to the numerous factors influencing their decision making in the marketing. Consumers are exposed to different promotional activities by different organization. In capturing consumer attention and gaining their trust an organization should effectively develop their service mix. Unlike any other factor influencing marketing strategies, consumer behavior bares the most significance. Organizations depend on the input of consumers to gain the required competitive advantage and reach the required profit levels. In influencing the decision made by consumer, organizations effectively the extra three elements in their service mix. The three elements are: People Processes Physical The people This entails the human resources employed by an organization to carry out its transactions. As a consumer I will be impressed if my participation in the transactions is well appreciated by the human resources. This includes how effective will the reception, the effectively will be my needs be addressed and the general handling of other consumers. For instance, in the case of a sporting facility I would expect to be provided with clear illustrations on how to handle machinery or any other facility in the complex, I would also expect a comprehensive tour of the premises with proper appreciation of my time and preference and most importantly expect polite response and feedback to all my queries Processes This entails the provision of services at the best. In a sporting complex for instance, a customer would expects to be provided with changing rooms and proper sanitary facilities, the premises should be maintained to the required standards by the law and the staff in the premises should be trained effectively to give instructions and guidelines to any activities undertaken at the institution (Kotler & Armstrong 100). Physical The physical element entails having a proper handling environment for the client in terms of services, offering packages and the general atmosphere of the organization (Kotler & Armstrong 98). As a client in a sporting complex, it would be proper for me to be provided with a membership option. Additionally, I would expect that the organization provides refreshments offers for clients and members of the complex. What are the differences between the marketing products and services aimed towards business compared to those geared for the consumers? Business enterprises and consumers offer different forms of clients. Many organizations prefer transactions with the consumers due to their availability and easy ways to access this market. Additionally, consumers have fewer formalities to follow to complete transactions. According to Kotler & Armstrong consumers pose fewer risks to involve in business transactions as compared to business enterprises (205). However, business enterprises have high rewards and are required fewer strategies to be swayed to the required direction. Business enterprises also provide organizations with the opportunities to trade in massive amounts of goods and services at a shorter period of time. Additionally, most transactions with business entities are bound by legal terms and regulations which make the transaction less risky. In reviewing the difference between the trades between these two sources, all aspects of the marketing mix are adversely affected. The aspects will be affected in this form: Product When dealing in the consumer market the product for trade is not defined effectively. Additionally, the products appear in less quantity packages. This is because most consumers require products at smaller quantities and this does not require much description on the origin and contents of the product. When dealing with business enterprises this scenario changes. In this market the product must be effectively described and quoted ((Kotler & Armstrong 209). The information includes the contents, manufacturer, validity, advantages and possible disadvantages of the products and the product is provided with a warranty. Price In the consumer market the price is significantly influenced by the market’s trends and not by the relationship the two parties shared. Additionally, the pricing is on cash basis or payable but not compensated debts (Kotler & Armstrong 206). On the business to business transaction the price can be settled on agreements on the terms of trade. In these transactions, the acquisition quantity and price is fixed. This means a business may be supplied with a specific amount of goods without immediate payment but a fixed price will be stated without interests based on a timeline. This allows for proper business transactions between two related business entities. Promotion In a business consumer transaction, promotion is an open selection forum where any strategy is applicable and each strategy has the same probability of reaching out to the required size of the market. This transaction requires promotional tools like media marketing, sales representatives and application of the CSR strategy (Kotler & Armstrong 199). In business to business transaction promotional tools are aimed at acquiring a specific partner. To achieve this, an organization attends business forums and use seminars to market their products. Place Different from the consumer market, business to business transactions are based on a specific timeline in which a supplier is required to deliver. In this transaction the supplier has to handle the logistics activities involved in the trade. In the consumer market, the consumer chooses their products at their own free will and the supplier is not indented to submit to a particular timeline. How and why international marketing differs from domestic marketing According to Kotler & Armstrong there is a great difference between domestic and international marketing based on the factors shaping the target markets (184). International marketing is based on how effective an organization can relate to the global corporate environment. Across the globe there are numerous organizations which have ventured into marketing to create a sustainable market for their goods and services. This creates competition whose depth cannot be compared to that of domestic marketing. In domestic marketing, competition revolves around other menial business enterprises. There is a greater possibility that these menial enterprises trade in different commodities thus reducing the force at which they strengthen their marketing forces. In international marketing, competition is much greater with organizations having focus on the trade of specific products. In this scenario, competition can only be overcome by striving to acquire a greater competitive advantage. The other difference between international marketing and domestic market is that the target markets have high levels of unknown influencing factors (Kotler & Armstrong 189). For instance, it is close to impossible to predict or learn the consumer behavior of the target market. With different people originating from different demographic settings, it is hard to come up with a common strategy to suit all the cultures and preferences. In domestic marketing, the target market is one with common wants and interests. This makes it easy for an organization to generate an effective marketing strategy (Kotler & Armstrong 193). Additionally, the marketing tools implemented in international marketing should be flexible and have the ability to capture the attention of the consumers faster and effectively. With a large population to please and their lengthy proximity t each other, the marketing strategy should be able to reach the largest population as possible and be as effective as possible. An example of an organization which uses international marketing is Pepsi. In the marketing strategies applied by Pepsi they choose to represent all the markets in the globe. They find a common factor among the markets and unifying them using the common factor (Kotler & Armstrong 324). For instance, Pepsi uses of sports to advertise its product: Football is a worldwide accepted activity and it is easy for every person on the globe to relate to it and feel satisfied by the advertisement strategy. Where should the following business advertise to reach the right audience? A. Camera Firstly, one should consider the most appropriate market description of the product. For a camera, the most appropriate market would be the young generation, media corporations and large exhibition enterprises. One common factor about the possible market of the product is the fact that they are all exposed to technological trends and modern means of entertainment (Kotler & Armstrong 116). Additionally, the product could be easily used to capture the international market. In considering the above facts, advertisement through social media, a sporting enterprise or a television advert would be most effective. In advertising through a sporting enterprise may entail subscribing for rates used in live broadcasted games like football. The pictures of the camera should be placed on billboards in the sport stadiums or used as sponsors of a team. Through social media, the camera could be made famous by providing a picture of the product and a description of the product. Additionally, the advert on social media should highlight the impact the camera may bring to social media. The selection of television advert is based on the exposure the product would get and the relationship between the product and the media at large (Kotler & Armstrong 106). B. Butcher The butcher has a non-selective target market since every one is a potential client. For this reason, easily accessed advertisements should be used. For instance, the use of billboards on road sites, newspaper prints, posters and handouts and using the help of other relate organizations. Related organizations refer to hotels and other cafeterias but dealing in different food products. When advertising for a butcher, there is only one main objective: to direct the consumers to the business enterprise. This can be achieved through an advertisement in sporting events but at a more personal level like display of the butcher’s products at a sport stadium cafe. Design a promotional strategy that would be most suited the sports center and justify the reason for the design A sports center is a business entity based on the both business to business and business to customers trading options. However, for a sports center to be successful, most of them base their trading options on business to business transactions since there is promising investments and profit options. However, in most sports centers both trading options are offered but business to business transactions are prioritized. Additionally, the selection of the trading mode shapes the marketing or promotional strategy implemented in the organization (Kotler & Armstrong 167). In this case, most promotional strategies involve appeasing both options. Marketing goals and objectives A sports center facility is a rare business entity with fewer competitors in the market. This presents an opportunity to make effective marketing strategies without inclusion of external forces based on competitors. In this case the marketing objectives and goals include: Make the center known over a large area. For instance, the domestic marketing should be carried out in an entire country or a region. Reach out to more corporate bodies than consumers Exhaust the set aside budget effectively Have the greatest impact in the market in terms of outdoing other sports center Attract interest of investors and contractors To completely sweep the attention of the entire market To gain a greater competitive advantage over other competitors To expand the center to more than one location for example, open branches in other countries. Promotional objectives In this area, as a manger I have to consider that the center is a new venture in the market. The promotional activities will be aimed at introducing the center to the market and at the same time market the center’s services and what if offers. To introduce an organization in the market requires more than just marketing its products. It requires getting the consumers to indentify the significance of the enterprise (Kotler & Armstrong 87). For this reason, the promotional objectives will be based on the impact of the activities to the target market. For instance, as a sports center the organization can hold a community football tournament as an introductory activity in the market. From such an event the identity of the organization would be created effectively. Promotional budget At the launch of the center there should be set aside funds for marketing the product before it can generate enough profit to generate a good budget. The budget should be based on two factors, maintaining the brand name and raising the marketing standards of the organization (Kotler & Armstrong 96). However, budgeting will be based on the profits generated (Kotler & Armstrong 98). Funds set aside for marketing and promotional should be able to satisfy and cover the promotional goals and objectives. In this sports center for instance, the marketing budget will amount to 30 percent of the profit made. This is the minimum allocation range but it may fluctuate upwards when extra funds are needed to reach the set goals. Media selection This decision will be based on appeasing corporate and consumer markets (Kotler & Armstrong 123). To reach to a greater population the organization should exhaust all the option provided by the media. This includes TV adverts, Radio adverts, magazines and newspaper, pamphlets, large bill boards on highways and major towns and social media sites like face book, twitter or create blogs and web pages. Additionally, the organization should come up with printed pamphlets and distribute them to sports fanatics at shops and other stadiums. Holding of tournaments and events at the center should also be used as marketing tool for the center. Composition The organization contains number of services and activities offered in the center. These should be included in every pamphlet printed of any advert created. It may be in form of words or pictorials depending on the availability of space and intended media and market. The adverts should also include the offers the center gives. For example, the advantages of having the membership card or participating in the centers team building activities. Additionally, the adverts should include the qualifications of the staff they employ which also should include their achievements in their specific fields (Kotler & Armstrong 456). And most importantly would be creation of a marketing design. This is a pictorial of the general outlook of the sports center. It should be based on the strongest offering by the center. For instance, an aerial pick of the football pitch. Plan a marketing mix for those two segments for Macdonald’s in order to start in business in Libya This business entity is solely based on the consumer reaction on the business. To capture the attention of the market this type of business should appease all the factors of the marketing mix. The marketing mix should ensure that the marketing strategy implemented have maximum effect on the decision made by the consumer ((Kotler & Armstrong 324). In this case, McDonalds will be venturing in a new market with a different type of consumers from their usual easy and well prioritized consumers. Libya being an African market the organizations needs to be effective in appeasing both the demographic and geographical factors in the marketing mix (Kotler & Armstrong 211). Geographical segmentation The geographical segmentation should be based on the type of population in a location. In Libya the most effective location would be the capital Tripoli. In Tripoli there are areas with different geographical features. Ben Ashour is the most appropriate location to base this venture. The town is located in the Capital which is efficient in terms of receiving resources. Additionally, the population in the area is inclusive of the modern population. A population that appreciates greatly the quality of products that the organization supplies. The population in the area also has an inclusion of the young population which is the main target of the organization. Demographic segmentation Being a first of its kind in Libya, McDonalds has an advantage in segmenting its consumers. It is an obvious assumption that the young people will have the largest population in the consumer list. The young population is described as trendy and McDonald satisfies this need. Appraisal of this population will be highly advantageous to the organizations. Additionally, children also make a possible target group of consumers. While targeting children the organization should consider creating products and promotional activities with a touch that would please children (Kotler & Armstrong 146). Price The pricing of the commodities will be greatly dependable on the price of the resources Libya. McDonalds cannot price its commodities depending on the pricing in its stores in the USA. The cost of importing the required resources may cause the price to escalate (Kotler & Armstrong 411). For instance, if the price of a Hotdog in the USA is $5 the price in Libya may fluctuate higher to about $6 or $7. In McDonalds there is an agreed price that is generated to suit all stores across the globe. However, the agreed price may change due to factor like exchange rates in a country because the established prices are quoted in dollars. In Libya the pricing will be also influenced by the exchange rate between the dollar and the Dinars. Promotion With few competitors in the market, the organization may exploit all the promotional activities suited for its products (Kotler & Armstrong 324). To capture the interest of its main target, McDonalds should consider the use of the social media as a promotion tool. Prior to the launch of the organization, the organization should mark a customized McDonalds sign on the building in which the organization is to be based. Billboards across the capital Tripoli would also be of huge significance in the promotional strategy of the entity. Product McDonalds has one of the best products in the market as many evaluation analysis shows. In venturing in the new market, the organization should greatly consider the launch of a variety of products (Kotler & Armstrong 126). For example, the launch of family packages to cater for the children, discount packages and consider a low calories package for the young people who are frequent visitors to the place. Under this mix, the packaging of the product should also be considered. Place The selection of Ben Ashour is based on the research done on the probable locations. Regardless of the fact that this location has a less number of foreign visitors, it presents an opportunity that could maximize the sales through the domestic market (Kotler & Armstrong 324). It has an ideal location close to the capital, has a great population and the young people frequent this location. If this location’s resources are exhausted effectively the place selection would be a great success. Works cited Kotler, Philips & Armstrong, Gary. Principles of Marketing. New York: Pearson Education Limited. 2010. Print. Read More