Marketing is a fundamental aspect of all businesses, whether they are set out to make a profit, or charitable organisations - they will have to carry out marketing research of some description. It has been described as being, “the management process responsible for identifying, anticipating and satisfying customer requirements profitably.” (Chartered Institute of Marketing) This essay will explore the role of marketing in a marketing oriented business and different aspects of the external environment that a smartphone company should be aware of. The points raised throughout will be supported using relevant journals, textbooks and newspaper articles. For a marketing orientated business, the findings from any research will be put to use primarily to aid the business in satisfying the needs and wants of its customers; this type of business has become more popular since 1970, where prior to this business’ were production orientated (until the 1950’s) where the business was concerned with improving its distribution methods, and product orientated (until the 1960’s) where the business’ main concern was the product rather than the satisfaction of the customer. The idea of a marketing orientated business has been explored by Fahy and Jobber (2012) who concurred that a market orientated business is one that considers its customers and the external environment to be an intricate part of the business; This type of business will explore the different aspects of the external environment, and take from its observations ways in which it can continue to trade in an effective, profitable way. A marketing orientated business will also use its findings to help it take advantage of any opportunities in a market and to lessen any threats that could be... ... middle of paper ... ...Harlow: Pearson Education Limited. CHARTERED INSTITUTE OF MARKETING, http://www.cim.co.uk/marketingplanningtool/intro.asp FAHY, J. AND JOBBER D. (2012). Foundations of Marketing. 4th Ed. McGraw-Hill Educations. THE GUARDIAN, http://www.theguardian.com/business/2014/jan/29/samsung-60-stores-europe-partnership-carphone-warehouse-apple THE GUARDIAN, http://www.theguardian.com/technology/2013/sep/10/iphone-5s-and-iphone-5c-launch-ios-7-live-mbm KOTLER, P. AND ZALTMAN, G. (1971). Social Marketing: An Approach to Planned Social Change. Journal of Marketing, Volume 35, July 1971. NOKIA, http://www.nokia.com/global/about-nokia/about-us/the-nokia-story/ POPULATION REFERENCE BUREAU, http://www.prb.org/pdf13/2013-population-data-sheet_eng.pdf SAMSUNG, http://www.samsung.com/us/aboutsamsung/sustainability/sustainabilityreports/download/2013/2013_Sustainability_Report.pdf
Churchill, Jr., Gilbert A., and J. Paul Peter. Marketing: Creating Value for Customers. Burr Ridge: Austen Press, 1995.
Marketing is the process of searching for options for accumulating profits by identifying the demands of the people and satisfying their needs with appropriate products. In today’s globalized business world, marketing can play a vital role in establishing trade blocks all over the globe with competitive and cutting edge market, research, policies, strategies and activities.
Within the last few years the need for development, introduction and investment into creating and establishing a social media presence has been attempted by every organization. This has also led to the creation of start up business that allow support for organizations to enter this marketing approach. Such as Facebook, Twitter and Google have all helped boost the user base for organizations. Through advertising and permission for selling mobile applications to their own users companies are gaining the attention of younger generations. One of the major current platforms for organizations if mobile applications for phones. For Target, the creation of Cartwheel, target and pay applications allow customers to view products, promotions and shop out of the palm of their hands. This platform allows for real time engagement with customers, getting feedback through surveys and allowing customers to voice concerns via direct messages and contact information. The use of Social media being incorporated into a company's strategic strategies, marketing plans to achieve future success is now more important than
The five cars that were chosen included the following: A Ford pickup truck, a Buick sedan, a Toyota minivan, a Porsche 9-11 Turbo, and a Mercedes Benz C-Class. The individuals' personalities varied by gender, age, manner of dress, and other distinctiveness. They consisted of a twenty-one year old, white female; a thirty-four year old black male; and a fifty-two year old Hispanic male. These three individuals, ranging from various demographics were asked to match each of the five people in the personality groups with one of the five cars that described his/her personality most accurately. After analyzing the results of the individuals' answers, many strong consistencies were present in their responses.
Armstrong, Gary, and Philip Kotler. Marketing: an introduction. 11th ed. Upper Saddle River, NJ: Pearson Prentice Hall, 2013. Print.
There is a belief that firms have a different marketing approach depending on if the firm is trading services or goods. Service firms are assumed to have a more relational approach where they manage the whole buyer-consumer communication process while the goods firms are transactional. The main purpose of this study is to find out how firms relate to their markets and what the relative emphasis of these firms on transactional and relational aspects of marketing are.The study distinguishes the firm type by the most dominant type of product offered and the most dominant of customer
The principal conclusions of this report show that the iPhone is a successful product that combines interesting features: iPod, internet browser and mobile phone, which satisfy the customer’s needs moreover it is also exceeding their expectations thanks to its fashionable design. However the UK current mobile market is very competitive, so Apple will have to deal with tough competition against established mobile phone manufacturers. The report finally comes up with some recommendations that can help improving Apple’s performance and the marketing environment for the iPhone, these are mainly:
Marketing In this day and age is vital for a company to perform at its possible best. Marketing’s main focus is to give great satisfaction to a customer. There are many aspect of marketing, these aspects give marketer’s the tools to help strive for the best possible success they can achieve. They hope that they can create exposure for their brand, product or service.
Social marketing is in the growth phase of its product life cycle. It came into prominence with the family planning promotions of the 1960s. It was mentioned in the works of Kotler and Levy (1969) and Kotler and Zaltman (1971). It gained acceptance over the years and currently, it is taught at many business schools and conferences and seminars regarding the same are regularly held the world over. It has become a major vehicle in the process of promoting various health and safety issues that affect society such as smoking in public, immunization of children, wearing of seat belts and driving under the speed limit, AIDS awareness programs, education of the girl child, etc.
In a world of free trade, growing competition and accessibility to foreign markets, the need for methodical market analysis and assumptions is steadily rising in today’s business environment. It is just a normal way of thinking to primarily intent to eliminate the financial before entering a new and foreign market. This suggests that enterprises have to develop an overall strategy for their business in order to gain competitive advantage and consequently market share. With the words of Michael E. Porter, professor at Harvard University and leading authority on competitive strategy, this desirable market success is indirectly linked to the individual structure of a market. The unique structure of a single market influences the strategic behaviour and the development of a competitive strategy within a firm. The competitive strategy finally decides whether a company performs successfully on the market or not. Referring to this interpretation of business success, M. E. Porter established his five forces framework that enables directives to gather useful information about the business environment and the competitive forces in industries.
” Chartered Institute of Marketing defines it as the management process responsible for identifying, anticipating and satisfying customer’s requirements profitably. However, there exist numerous definitions of marketing, it is always about “meeting existing needs and anticipating future needs” (Bagozzi, 1975). The marketing concept is a kind of recipe how a company can achieve its goals by understanding the exchange partners and associated costs, being a response to external opportunities and threats and to internal strengths and weaknesses as a means of competitive advantage (Houston, 1986). Bagozzi (1975) underpins this viewpoint, arguing that marketing is much about the exchange paradigm which focuses on the question why parties take part in exchanges and how these work.
Marketing is very important to the success of a business. Before people can buy a product or service they have to know about it. However, marketing entails more than just letting people know what your company has to offer. Throughout this paper, I will define marketing, offering my personal definition as well as more formal definitions from other sources. Furthermore, I will explain to the reader the importance of marketing to organizational success giving real world examples in support of this explanation. The field of marketing can include many things. I believe, however, the most important thing which it should include is communication with customers as to the value and benefits of using that particular company's products and services. It should help to establish the business's niche in the industry and distinguish it from other such businesses.
Too often, a marketing function is misunderstood, because many people do not understand what is meant by ‘Marketing’.
As a result of the above they were giving less importance to customer satisfaction and customer relationship building. This form of strategy conformed to short term business motives. In a globalised and highly competitive world, modern marketing is about concentrating ...
6. Kotler, P., and Zaltman, G. (1971) Social marketing: and approach to planned social change, Journal of marketing, 35, 3-12.