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Contemporary Issues In Marketing - Essay Example

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The paper describes the main issues of contemporary marketing on the example of Coca-Cola Company, the world market leader in the soft drink industry that has portrayed effective ways of dealing with ethical issues inside the company and has adopted an effective segmentation of its market…

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Contemporary Issues In Marketing

The paper work studies the aspects of social marketing as an avenue of generating benefits for members of the society. In the contemporary world, marketing has been influenced by various aspects that include technology development, customer relationship management, globalization and stiff competition. To ensure that companies remain competitive and the sales volume are increased, it is imperative to ensure that ethical issues are appropriately addressed during the operations of any company. Coca-Cola Company, the world market leader in the soft drink industry has portrayed effective ways of dealing with ethical issues. Despite the criticism that faced the company mostly from India, Coca-Cola has not been left behind as far as undertaking social responsibilities is concerned. This has resulted to creation of strong customer-company relationship which has seen the company sales increase over the years. Another essential marketing aspect that Coca-Cola has adopted is effective segmentation of its market. Meeting of its customer needs is an important aspect that Coca-Cola has initiated in its effort to win customer’s loyalty and trust. This has been achieved through segmentation of its market based on the location and behaviours of its customers among other aspects as depicted in the discussion above. Additionally, Coca-Cola has embarked on various strategies in order to improve its brand awareness. These include extensive advertisement of its brands especially via its website and other avenues. ...
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