Marketing Management: Theories & Practices

This assignment explores fundamental principles of marketing management. It delves into various theoretical frameworks like the service-dominant logic, relationship approach, and process management. Furthermore, it examines practical aspects such as customer value propositions, brand equity, and the role of leadership in marketing. The assignment requires applying these concepts to real-world examples and analyzing contemporary marketing challenges.

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Contents
Background.................................................................................................................................................3
Research methods........................................................................................................................................3
Primary sources.......................................................................................................................................4
Secondary sources...................................................................................................................................5
Current value analysis.................................................................................................................................5
Value position framework...........................................................................................................................6
Marketing promotional plan........................................................................................................................8
Objectives................................................................................................................................................8
Target market..........................................................................................................................................8
Promotional communication mix.............................................................................................................9
Media.....................................................................................................................................................10
Budget allocation...................................................................................................................................11
Conclusion.................................................................................................................................................11
References.................................................................................................................................................12

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Background
The process of organizing, planning, managing, directing and motivating various activities and
operations within the business corporation is termed as management and marketing is the process
of satisfying the needs and requirements of the consumers. And hence the mechanism of
managing the marketing activities is the marketing management (Hollensen, 2015). Apollo Bay
beachfront motel is an affordable motel that is located at the Great Ocean Road and is providing
accommodation services at fair prices. On the basis of the research, it has been observed that the
motel has been considered as one of the best places to revitalize and relax. The motel provides
the travelers with wide range of services for relaxing. The modern décor and the comfortable
accommodation assist the entity in offering the customers with a highly satisfying experience.
Moreover, the motel is surrounded by a peaceful and beautiful setting and is also situated just
near the shopping and restaurant hub which has brought up an increase in the number of
customers. As the location of the motel is quiet and is also having the intimate atmosphere and
these conditions are found very much favorable for the couples and young people seeking for
adventure and fun. The motel is also found to be surrounded by wildness and stunning natural
parks beside the sea is providing the travelers a nature escape from the hectic life and hustle, a
bustle of city life (Sheth & Sisodia, 2015). For prompting the services and the image of the
business entity has segmented the consumers in various divisions such as young couples, new
tourists traveling for the first time to the region, middle and upper-income level group etc.
Moreover, the business corporation’s current position in the market for the guests is positioned
as nature filled new and beautifully landscaped motel which have a unique atmosphere which is
found suitable for adults “getaway” marketing niche. Further, the report has been made focused
on the various research mechanisms, value analysis, target market and various marketing
strategies adopted by the business firm.
Research methods
For ensuring whether the customers are satisfied are not the business entity is required execute
analysis or evaluation over the various aspects of the market and feedbacks or the experiences of
the consumers of the products or the services (Keller & Kotler, \2016). Analysis of the
requirements and the satisfaction level of the consumers will aid the business firm in developing

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the products and services as per the expectations of the consumers. And hence, investigation of
these aspects is a crucial task and should be executed effectively. Primarily, there are two major
methods for collecting the required data or information and the same is described as follows:
Figure 1 Types of research methods
(Source- Types of research methods, 2018)
Primary sources
This method has been considered as the mechanism of collecting any sought of new information
or the data which is very specific and is regarding the topic. The data collected will be proven
useful for the Apollo Bay Beach motel in delivering and serving the customers with quality
services (Dekker et al., 2013). The primary data collecting method is segmented in various sub-
divisions such as interview and survey method. Interviews can be executed by making use of
various means and mechanisms that are personal (face to face) and telephonic. Both the methods

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will be proven beneficial while collecting the data from the experiences of the travelers and the
tourists at the Apollo Bay beach motel. The method of collecting data is by making use of
surveys and in this, the entity can make use of questionnaires. These questionnaires include both
open as well as closed-ended questions. Ideas and perceptions are easily shared by the customers
by making use of this method (Meffert, 2013). A group decided for the survey is termed as the
sample and is also chosen correctly for getting better results.
The primary data collection method will be proven beneficial for the entity as it is designed for
getting appropriate data on the research topic. The process is time-consuming and quite
expensive.
Secondary sources
The second method of collecting data is secondary data collection method under which the
primary data is used or the information which is already collected for any other research on the
same topic (Foxall, 2014). There are various forms of secondary data which are required to be
collected i.e. internal and external secondary data. By making use of customer databases, sales
records, and financial information the internal secondary data can be collected, whereas, trade
journals, periodicals, professional entities, authorized and governing publications, commercial
data and national enterprises can be used for collecting information. In the scenario of Apollo
Bay Beach motel the data can be collected from the past experiences, customer’s records and
feedbacks provided by them (Baker & Saren, 2016).
This process is less time consuming and is also comparatively less expensive. Moreover, fewer
efforts are required to be made for collecting the data.
Current value analysis
The topic is concerned with the tools and mechanisms adopted by the business entity for
developing the brand equity amongst the consumers or the market. IN simpler terms, by
generating awareness about the value proposition of the firm, customers will be easily availing
the benefits offered by the by the entity (Kosner, 2014). Apollo Bay beachfront motel is an
accommodation service provider with various luxurious and comfortable services for the tourists
and travelers from all over the globe. The current value analysis of the business entity has been
analyzed and includes the following components:

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 Inbound logistics: The business entity is having contract agreements with the vendors
and the suppliers of laundry, food, and beverages.
 Operational activities: The services offered by the business entity at the motel are the
operational activities (Lam & Harker, 2015).
 Outbound logistics: Offering the final set f services to its consumers.
 Marketing and sales: This segment includes various operations executed by the business
corporation for attracting the customers. Promotion of the motel through adopting pricing
and advertising strategies.
 Services: The business entity is required to offer quality services to the consumers for
providing full satisfaction and this will enhance the value of the products.
Value position framework
The mechanism is concerned with, placing of the potential customer at the focal point of the
business and added value is created (Toolshero 2018). The products or services are not used to
represent the added value as such, but as they are used a customer value proposition is
developed. A there varied range of categories which are considered significant by the customer
and which becomes the reason for the generation of customer value proposition:

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Figure 2Customer value proposition
(Source- Customer value proposition, 2018)
Functional value: Under this category the services provided by Apollo Bay Beachfront motel
are required to possess some specific features such as they should be made focused as per the
convenience of the customers, should have a problem-solving ability and should also be
comprehensive than other products and services (Qin, Prybutok and Zhao, 2010).
Emotional value: As per this category, the services offered by the entity should be pleasant and
attractive. For instance, the motel provides the customers with the intimate atmosphere and quiet
environment which is one of the biggest attractions for the customers (Riggio, 2014). Moreover,
this category is considered as very much significant as the customers are connected to the
products or services because of wistful reasons tradition or due to the advice from other people.
Economic value: The products and the services are offering an economic value or a financial
advantage to the customers as the entity is offering the services at the affordable range.

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Symbolic value: The customer attaches value to the status which is served by the product. The
status provides may be oriented towards any social responsibility or may be delivered from a
brand.
Marketing promotional plan
Objectives
On the basis of the current research, it has been analyzed that the business entity is enjoying a
competitive advantage over its competitors. The business firm has a large market share and it is
planning for business expansion (Roa, 2008). The brand name is a well-renowned motel and is
operating the business in Australia and is expecting to make further expansions in new regions.
And for that, the business entity is required to make adoption of effective strategies and develop
some marketing objectives. The Bay beachfront is facing the intense level of competition from
some other brands in Australia and hence it a necessity for the firm to make implementation of a
promotional and marketing objectives for developing awareness. The below mentioned are some
of the marketing objectives of Apollo Bay Beachfront Motel:
 Increasing the market share by bringing an increase in the number of customers by the
end of this financial year is one of the biggest objectives of the business entity (Seo &
Jang, 2013).
 Bringing advancements and developments in the services so as to increase the sale or rise
in business.
 Increasing brand awareness by attracting new customers traveling from all over the
globe.
Target market
A group of consumers selected on basis of some specific criteria for promoting and marketing
the products or services is known as the target market. The business corporation develops some
specific segments of consumers on the basis of demographics, psychographics, geographic etc.
These elements are the variants on which the consumer segments are developed (Lovelock,
2011). The below mentioned are some of the segments which are considered as the target market
for Apollo Bay beachfront motel:

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 Young couples are the first-most consumer segment which comprises the largest number
of consumers from the target market.
 Another segment or group of consumers is the new travelers and the tourists that are
traveling from the other regions and areas.
 Moreover, income is also one of the integral variants on the basis of the which the target
market can be selected (Peñaloza, Toulouse & Visconti, 2013). The upper and middle-
income level groups of consumers is another segment which is significant for the target
market of Apollo Bay Beachfront motel.
Promotional communication mix
For spreading awareness and communicating the relevant information regarding the products and
services is the main concern of the promotional communication mix. Generating awareness
amongst the selected consumers is one of the integration tasks for the business entity and for
which the business entity is required to make adoption of some effective means and mechanisms
(Pasquier & Villeneuve, 2017). Apollo Bay Beachfront can make use of effective tools for
communicating the services of the motel to the tourists and the travelers, for instance, the
business entity can organize marketing communication campaign for effectively targeting the
consumer segments. The below mentioned are the key communication elements which form an
integral part of the communication plan:
Advertisements: Advertisement campaigns are the most effective tools of the communication
mix that will aid the entity (Hollensen, 2015). There are various mediums through which the firm
can advertise the services and the brand name such as by making use of online means such as
official websites, social media etc. The entity can also make use of hoardings and poster or
roadside banners for advertising in the local regions.
PR and publicity: Maintaining personal relations will also be proven beneficial for the business
firm and this can be done by making use of effective strategies. Continuous advertisements
through various mediums such as print media and digital media will impose a strong impact on
the consumers.
Discounts and offers: One of the most effective media of promoting the products and services
amongst the consumers are giving discounts and offers to the consumers (Lusch & Vargo, 2014).

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Apollo Bay Beachfront motel can offer discounts on advance bookings or also on availing
holiday packages etc. This will bring the hike in the sale and advancement of the brand image
will also be observed.
Event sponsorship: The business entity can make promotions by offering sponsorships for
various events such as sports events, musical shows or charity events etc. Sponsoring is one of
the effective means of promoting the services and will be proven beneficial for the firm in the
form of increased brand equity and goodwill.
Media
For attaining the communication objectives the business entity is required to make adoption of
some media tools which will be proven for the business firm. Apollo Bay Beachfront motel will
make adoption of various media platforms for attracting the potential customers and the same are
described as follows:
Online media: This platform has been considered as one of the most effective tools which will
aid the entity in attaining the communication objectives (Becker, Kugeler & Rosemann, 2013).
One of the most effective tools of the online platform is social media as it is widely used by the
tourists for getting information on various topics.
Direct mailing: Sending direct emails to the targeted consumer segments will be proven very
much beneficial medium of advertisement. Apollo Bay Beachfront can send direct mails to the
consumers regarding the holiday packages, discounts or any types of coupons offered etc.
Outdoor advertisements: This form of advertisement is a traditional platform through which
the business entity can generate awareness of the services and that too in low budget. It is a cost-
effective method of advertisement (Dumas et al., 2013). Roadside hoardings, posters or digital
boards can be considered as the various means of outdoor advertisements.
Newspapers and magazines: Another form of spreading awareness and communicating that too
in cost-effective manner is advertising through newspapers and magazines. This as a direct form
of advertisement and is also very much effective.

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Budget allocation
The below presented is the budget allocation of the promotional and communication plan for
Apollo Bay Beachfront motel:
Online Media Marketing Column1
Social media
— Google: $6,000
— Linkedin $2,000
— Twitter $2,500
— Facebook $2,000
— YouTube $2,000
Total of online media $14,500
Direct mailing: $1,500
SEO marketing : $2,000
Advertisements on TV Channels
TV channels $150,000
Sponsoring Events
Charity events $70,000
Sports events $50,000
Total $120,000
Conclusion
In the limelight of the above-executed analysis, it has been inferred that Apollo Bay Beachfront
is planning for business expansion and for the same communication and promotional plan has
been executed. The business plan comprises of the value analysis, the targeted segments of the
consumers and the estimated budget has been presented in the above-analyzed report.

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References
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design of business processes. Springer Science & Business Media.
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logistics: quantitative models for closed-loop supply chains. Springer Science & Business
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Dumas, M., La Rosa, M., Mendling, J., & Reijers, H. A. (2013). Fundamentals of business
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Verlag.
Pasquier, M., & Villeneuve, J. P. (2017). Marketing management and communications in the
public sector. Routledge.
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Qin, H., Prybutok, V.R. and Zhao, Q., (2010). Perceived service quality in fast-food restaurants:
empirical evidence from China: International Journal of Quality & Reliability Management.
27(4). pp.424-437.

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Riggio, R. E. (2014). Followership Research: Looking Back and Looking Forward. Journal of
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future. Routledge.
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