This will be followed by the marketing mix of the company. The paper on the whole provides a deep insight into the company and marketing aspects of the M&S.
The term marketing has a number of different views and opinions and there is a high level of confusion that can be found on this term. Different people from different industries have different views on the term. Ever industry uses the term marketing for different processes within the company (Webster, 1988). For instance, for a company selling coal, marketing is simply an understanding of the local markets and the cost that he can sell the produced coal. However marketing is very different for a person working for a company that sells products in the market. The alternative definition to marketing includes that by the AMA (The American Marketing Association). The AMA has defined marketing as, “The performance of business activities directed toward, and incident to, the flow of goods and services from producer to consumer or user” (OShaughnessy, 1984, p. 4). The above mentioned definition focuses on the distribution aspects of marketing and there is clearly no mention of the most essential aspect of marketing, i.e. the Four P’s. The AMA has revised this definition and changes it to a more comprehensive one in 1985 which explained, “The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives” (Marketing Library, 2010). As seen the revised definition of marketing takes into account the various elements and concepts related to marketing. The newer definition of marketing is one which provides a completely rounded explanation of marketing.
Market oriented organisations have a number of characteristics which include, a) Customer focus, b) Customer Orientation, c) Marketing Coordination & Integration, d) Long term focus and ...
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A marketing concept embraces the philosophy that good marketing strategy always has the needs and wants of the target market in mind. Marketing concepts are formed as creative approaches to the problem of how to get a product needed and desired by a group of consumers to be selected and purchased by this group.
The Marketing Teacher (2000) cited Barwell to expound on the term by indicating that “the marketing concept is a philosophy, not a system of marketing or an organizational structure. It is founded on the belief that profitable sales and satisfactory returns on investment can only be achieved by identifying, anticipating and satisfying customer needs and desires” (Marketing Teacher, par.
Hence marketing becomes one of the most crucial aspects of a business. Kotler et al (2007:7) has defined market as ‘a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others’.
The guerilla marketing campaign of the T-Mobile company was run for five consecutive months by sponsoring near to 25 events in the local festivals, state, and county fairs. T-Mobile has very well comprehended the importance of such marketing initiatives for the company’s success by activating 5,000 new accounts at such events and organizing more than 26,000 “Mobile Makeovers” (Chipps 1).
This is because the objectives of the issues involved can have resemblance. Whether large or small, most marketers if not all, always struggle to meet customer requirements and at the same time meeting their own commercial and marketing objectives. The marketing planning process needs the harmonization of open- based decisions at the peak of the commercial level with more closely distinct actions at the bottom.
Intensive research conducted on integrated marketing communication for introducing the product requires a promotional strategy that includes a number of media platforms to promote the customised cell phone. Discussion on internet marketing, print media, integration of
It is in this reason that the proponent of this paper tries to gather information about the basic concept of marketing and the probable impacts of internet on the dominant logic of marketing. Considering that the traditional-based marketing has