Marketing strategy: business organisation - Assignment Example

Only on StudentShare

Extract of sample
Marketing strategy: business organisation

The "market" was a place or location, present since ancient times in every town or city, where goods (foodstuff, clothes, shoes, etc.) were bought and sold. The term evolved in modern times into an important concept that management thinkers define as one that gives meaning to the existence of a business.
The definition of the term "marketing" is one of the most persistent conceptual problems of business (Angelmar and Pinson, 1975, pp. 208-214). It has been officially defined as the "process of planning and executing conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organisational goals" (Bennett, 1995, 166). This takes into account almost everyone, from the business that sells a product or service, its delivery channels, and all the way to the customer or the client (Churchill and Peter, 1995, p. 7).
"Marketing is so basic that it is not just enough to have a strong sales department and to entrust marketing to it. Marketing is not only much broader than selling; it is not a specialised activity at all. It encompasses the entire business. It is the whole business seen from the point of view of its final result, that is, from the customer's point of view. Concern and responsibility for marketing must therefore permeate all areas of the enterprise (Drucker, 1955, p. 36).
From Dr ...
Download paper


Which is more important when considering marketing strategy: to satisfy customer needs or to achieve competitive advantage This sounds like a quiz show trick question, but it is a dilemma faced by every manager, from the company's Chairman and Chief Executive Officer to the lowest supervisory level minion…
Author : aleenhowell

Related Essays

Marketing Strategy at Tesco plc
Superior service quality leads to favourable behavioural intentions, customer retention, a constant revenue stream, increased spending, willingness to pay price premiums, and word-of-mouth advertising and customer capture. Verbalising good intentions is merely the first step in creating a positive attitude of satisfaction, but the second more important one is delivering on the good intentions. Kotler (1977) emphasised that a market-orientated business must focus not only on selling but on customer satisfaction but failed to emphasise the disconnection between the two. Zemke and Schaaf (1990,...
7 pages (1757 words) Essay
Marketing Strategy Essay
The report below provides an insight into the supermarket company, Tesco, with emphasis on its external environment analysis and company's analysis of resources, competence and culture. Two future marketing strategic options are suggested in regards to the resources based marketing strategies.
11 pages (2761 words) Essay
Marketing Strategy TOTAL INTEGRATION
Piercy places great emphasis on the brand identity of the company in integrating marketing and communication campaigns. Total integration involves;
10 pages (2510 words) Essay
B2B Marketing Strategy
Also, there should be a target of assigning the necessary resources to the segments that are being profitable. This strategy might not be immediately very profitable, as there will probably be some more inherent costs, even though some profit is expected, which will help in the company's actual financial situation. It is essential to start thinking about producing and marketing new products with the same characteristics which the actual consumers need. The products that the customers want to be on the market should be concentrated on, rather than continuing to offer the same customized...
3 pages (753 words) Essay
Business organisation
As such a firm’s response to market changes is structured by its form of capitalism, which has its own features like particular management structure, systems, culture, and legal governing bodies. Thus, success and failure of an enterprise depends on its investment strategy in different system structures and personnel. Accordingly, the British SMEs follow the personal form of capitalism. It is significant to verify how this personal form of capitalism has helped the British SMEs to flourish. Let’s consider some stats on British SMEs in this regard (Chandler [1990].
10 pages (2510 words) Essay
Business Strategy
This led to the request for an ombudsman to provide a non-partisan view on retailer and supplier disputes. A code of conduct is intended to be introduced into the contract agreement between retailers and suppliers. Employee compensation must satisfy the requirements of the National Minimum Wage Law. Labour laws are stringently implemented.
14 pages (3514 words) Essay
Marketing strategy
It is anticipated that new courses will be added once the initial set up has been completed and has bedded in, allowing expansion of the university’s courses to a global market place through a new company set up specifically for the purpose. The venture should payback the initial capital investment within a period of three years, providing a relatively short period of risk as far as the investment is concerned.
9 pages (2259 words) Assignment
Got a tricky question? Receive an answer from students like you! Try us!