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Basic Principles of the Marketing - Research Paper Example

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The researcher states that relevant example of an intangible product can be Australian Open Championship that offers its services for the purpose of satisfying entertaining needs of spectators. Its arrangement requires different kinds of assets, including financial, human and material resources. Sports equipment, food, and beverages for cafeterias, souvenirs play the role of tangible assets, meanwhile administrative and maintenance staff plays the role of human resources. Visitors buy tickets for the Championship, therefore this event has profit basis along with the social goal to develop sport around the country. Tennis Australia considers that the more people enroll in clubs, the more skillful and distinguished players can be trained and stand out. This will increase Australia’s chances to win awards on world championships, improve state’s reputation and attain international recognition of the country. Tennis Australia strives for raising people’s interest and attraction their attention to sports activities. Watching professional players, potential consumers are prone to follow their examples and become tennis players later on by themselves. Australian Open Championship can be considered as a brand due to its main purpose to promote tennis. Its biggest value is that people get closer to sports events and later on become more interest in it. Brand statement of Tennis Australia cannot be considered as useful one in a full way because, in my opinion, it does not display all the urgency and importance of organization’s mission. A brand statement should be more profound and all-embracing so that potential consumers have a clear presentiment about company’s direction and promotion campaign. The success of brand realignment can be measured with the help of the increased number of people who enroll in clubs after realignment. The main participants of the microclimate of air travel industry are competitors; companies that deliver raw materials; suppliers of integrated products; partners and distributors. For instance, if the prices for raw materials increase, the total cost of airplane grows also, therefore airlines which use modern airplanes will increase prices of tickets for preventing a situation from losing additional profits. Factors of macroenvironmental can be political, economic, ecological and legislative situation in the country. If the level of economic development in specific country drops, this decreases profits of the population, who consequently due to lower salary will prefer a less expensive method of transportation substituting jets for trains or buses. Decreased level of demand will influence on air industry’s profits. Finally, airlines will be compelled to review price policies for affecting ticket sales. ...Show more


The main purpose of this report is to present basic principles of the marketing and propose the most effective recommendations to the strategies of different companies. One of the relevant examples of the tangible product can be Australian Open Championship…
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Basic Principles of the Marketing essay example
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