Exploring Contemporary Issues in Marketing and Human Kinetics

The provided content includes a collection of books, journals, and online resources focusing on various aspects of human kinetics, marketing, and management. The topics covered range from talent management to green marketing, tourism, and supply chain management. There are also references to impression management in services marketing, logistics performance, and qualitative research challenges. Additionally, there are discussions on contemporary issues in marketing strategy, governance theory, and events management.

Contemporary Issues in Marketing
Management

INTRODUCTION
Marketing management deals with the developing and targeting the new
products and services into the new and existing market through various advertisement
and promotional strategies. Today the world have extremely changed with the changes
in the global market in reference to social and economical development in the country.
Today the social media platform is emerging very rapidly thus, this new access have
allowed large-scale population to interact with each other through an Internet
connection and browser (Fugate, Mentzer, and Stank, 2010).
This technological development in the world has opened the huge market for the
business organisation to maximise their profits through effective marketing management
and implementation. This report deals with the various opinions and views regarding
knowledge management and its relation with marketing. This report signifies the detail
scenario of the Morrison’s, the famous retail store of UK who wants to adopt the
contemporary marketing strategies to enable it to compete and sustain in the global
market with cutthroat competition (Kapoulas, and Mitic, 2012).

TASK 1: Explain the concept of knowledge management and its role in
relationship marketing
1.1 Explain the concept of knowledge management and its role in relationship
marketing
Knowledge management deals with the effective utilization of the information and
knowledge available in the organisation. Knowledge is the key element that can even
change the world if effectively used and managed. Thus, the process to collect and
organise the knowledge and information available is called knowledge management.
Knowledge management could be in the form of experience or skill that can be
converted into the profits by improving the working performance and gaining the
competitive edge in the market. Davenport have clearly explained the same as the
process to grab, organise and effectively utilize the available information and convert
the same as the essential asset for the company. This information could be in many
forms such as databases, documents, policies and procedures.
Knowledge management also have effective role in the marketing process
through the effective communication with the customers and collect their feedbacks and
suggestions. These feedbacks and suggestions help the organisation to fill up the gap
between them and the customers, which ultimately leads to enhance the customer
loyalty towards the organisation (McEachern, and Carrigan, 2012).
This is possible only when the knowledge collected in the form of feedbacks and
suggestions are effectively shared and organise and managed thus, knowledge
management has vital role in the marketing process. Knowledge management also
helps the R&D department of marketing to develop and implement the new and
innovative ideas to grab the opportunities present in the market through the electronic,
printing and social media and convert the same into the profitable strategies
(Mollenkopf, Frankel, and Russo, 2011).

Marketing management is now not limited to just 4P's of place, price, people and
promotion but now customer relationship also has the major role in framing the
marketing plan for ensuring the long sustainability in the market.
Now with the change in the technology world and the development of social media
platform the competition have became more intense which have gave rise to CRM
which means Customer Relationship Marketing.
Customer relationship marketing signifies the loyalty of the customers towards the
business entity regarding their quality of products and services rendered to satisfy the
ultimate demands.
This relationship has great significance in building the brand equity of the business
entity which is possible only through the involving CRM in the marketing strategies and
activities.
Internal and external relationships: This includes the project management, inventory
management, customer care service, financial management, enterprise operations,
purchasing and sales management. Here, the sales teams have the basic objectives to
focus on the business outcome by building cordial relationship between the with the
customers and generate high revenues.
Customer service management deals with the effective resolution of all the
complaints and grievances of the customers to enhance the loyalty towards the
customers. Marketing management mainly focuses on the creating the rich value to
maximise the customers loyalty and life time value.

1.2 Explain the ways that ICT can support the customer relationship management
process in Morrison’s
ICT defines the Information Communication Technology, which has vital role in
sustaining in the global competitive market. Morrison’s is the well-known retail company
in the market of UK who is facing cutthroat competition in the market thus need to take
effective steps to sustain in the market for long run. Marketing manager of Morrison’s is
using ICT technique to develop new and innovative ideas to compete favourably with
other competitors in the market. Globalisation have open the market for new ventures to
develop which directly affecting the domestic markets but now with the development of
social media, world have limited to one click. Thus, Morrison’s need to focus on the
following three steps to sustain in the market:
Information: Marketing manager need to collect the effective information from
various sources may be externally and internally. Internal information may be research
made by the R&D department of marketing-management who have continuously made
the surveys on the customer’s preferences and demands (Moutinho, 2011).
They continuously keep close eye on the marketing conditions to find out the loopholes
between the customer demand and supply and collect information of the same.
This collective information act as internal source of information when required for
making effective marketing decisions. External sources are mainly in form of
government surveys made in regular intervals.
Communication and Technology: Communication deals with the effective
communication with the customers and collects their feedbacks and suggestions. These
feedbacks and suggestions help the organisation to fill up the gap between them and
the customers, which ultimately leads to enhance the customer loyalty towards the
organisation. This could also be possible through social media platform i.e. through
Facebook, u-tubes thus, today the social media platform is emerging very rapidly thus,
this new access have allowed large scale population to interact with each other through
an internet connection and browser.

1.3 Describe the benefits of customer relationship management in Morrison’s
Customer relationship management is the effective strategy developed by the marketing
manger of the Morrison’s to analyse the market demands and needs and their
preferences to develop the strong bond with the customers and increase the customer
loyalty towards the organisation which ultimately maximise the profits of the
organisation and ensures their sustainability for long (Pomering, Noble,and Johnson,
2011).
Thus, Morrison’s have taken effective steps to analyse the behaviour of the customers
through electronic, printing and social media platform to quickly respond these changes
and modify the business to serve their customers in best possible way. This method
also helps to enhance the social goodwill of the company and thus increase the brand
equity of the company. This Brand equity acts as the competitive advantage to sustain
in the market. Through this process, marketing manger could effectively anticipate the
needs of the customers and increase its sales through quick response keeping in mind
the specific customers targeted. This helps to keep close eye on the marketing
conditions to find out the loop holes between the customer demand and supply and this
accumulated knowledge can be used to improve the performance of the organisation
(Richey, and et.al., 2010).
Reputation of the business has the vital role in the business survival. In the companies
like Morrison’s the focus is made on the customer relationship management which also
enhances the participation of stakeholders. Stakeholders effectively participate in the
corporates with excellent credibility and trust measured through brand value of the
company in the market.

1.4 Make justified recommendations for the improvement in customer
relationship management for Morrison’s
Morrison’s is engaged in the retail supermarket stores that provides grocery products like
meat, fish, bakery, fruits and vegetables. It is one of the branded organisation of UK that delivers
fresh beaf, meat, pork , chicken and milk to the people of UK with 500 stores.
UK Supermarket group Morrisons have built strong customer relationship management
system to understand the customer’s taste, preferences and shopping habits and satisfy them
quickly by developing new product range as per their demands and implementing effective
marketing programmes to deliver their products to targeted customers.
Since, Morrisons is the branded group that serving 11 Million customers every week in
490 stores in UK, he need to adopt effective CRM strategies which will allow the group to
flourish high through the expansion of new and enhanced products and services to satisfy the
demands of both existing and new potential customers. To attain the specific goals, the group has
join hands with Capgemeini, the organisation that provides consulting, outsourcing and
technology services. It facilitates the cited entity to gather the information related to customer’s
taste, preferences and shopping habits through communication medium like telephone, e-mail,
web letter, social media and so on and allows them to quickly grab the opportunities present in
the market.
Morrison’s should need to take effective steps to implement the customer relationship
management to compete favourably in the global competitive market, which are as
follows:
Marketing manger should collect the information from different sources may be
externally or internally, keeping in mind the customers to be targeted where internal
resources refers the information collected through the R&D department and external
resources are mainly in form of government surveys made in regular intervals. This
could also be possible through social media platform i.e. through Facebook, u-tubes etc.
Second step is to store and manage the information collected effectively in the
form of software so that it could be easily utilize as and when require (Robinson, Wale
and Dickson,2010).

The next step is to access the information and knowledge collected and stored to
the team members and staff so that they have the close vision of how the information
could be utilized and converts into an opportunity to maximise the profits of the
organisation.
Marketing manger should focus on the customer’s complaints and grievances
and quickly resolve the issues. These issues also help the marketing manager to find
out the gap between the organisation and the customers and resolving them on time by
the company's staff create a social image of the company.
The customer relationship management deals with the positive interpersonal
interactions with the customers through various means such as company's website,
telephone, email, live chat, marketing materials, and more recently, social media.
This helps the R&D marketing department to understand the weak nerves of the
customers and the demands which can easily be converted into profitable opportunity
for the concern.
Customer relationship management is not limited to the strategies to satisfy the
demand of the of the customers but also directly affected by the other issues also like
internal and external relationship and supply chain relationships too.
TASK 2: BE ABLE TO UNDERSTAND THE ROLE OF MARKETING IN NON-
TRADITIONAL CONTEXTS
2.1 Carry out a stakeholder analysis for a voluntary sector and a public sector
organisation
Stakeholder analysis refers to identify the group of persons within or outside the
organisation such as employees, contributor, director, creditor, financier, customers,
sponsor etc who have the power of influencing the managerial decisions thus the managers
need to analyse his decisions in the light of interest of stakeholders and try to limit their
influence by making effective alterations in the project at the time of framing and
implementing it.

Stakeholders are shareholders, employees, society, customers, government, suppliers,
competitors, banks or financial institutions, which directly affect the performance of the
organisation. Thus these persons or organisations have both negative and positive
impact on the organisation. Stakeholder analysis means to evaluate the information
gathered by the organisation in the light of its quality. Voluntary sector also known as
non profit sectors have basic objective to work for the betterment of the society and it’s
uplifting. Stakeholders in voluntary sector are customers, donors and beneficiaries of
these sectors who invest their money in these sectors to uplift the lifestyle and ensure
the welfare of the society as whole.
African Culture association and People Against Poverty are two non-profit organisations
of UK works for the welfare of the backward classes to uplift their conditions and fulfil
their basic needs of food, clothing and shelter.
The one of the largest voluntary organisation in UK is Cancer research UK which has
the basic objective to contribute in the society by finding more effective ways to cure the
severe disease like cancer. The stakeholder in the voluntary organisations is mainly
government that provide funds for the projects that restore the life of the people after the
disaster and find out the effective curable measures of the disease. Donors are the
other stakeholders that have the social goodwill in the society thus helps to enhance the
image of the cited entity to attract other customers or donors. Volunteers are the also
the stakeholders in these organisation that work to help the people in the cancer centres
and encourage them to fight with the situations and never loose hope as they have not
and defeat the non curable disease.
On the other hand, public sector is the government sectors, which ensures the
growth of overall economy of the country. Public sectors require the efficient marketing
strategies to satisfy the customer needs keeping in mind the overall development of the
economy. But the basic disadvantage high expenditure is required to form an brand
image in the market (Shrikanth, and Raju, 2012). For example, Chartered institution of

Public and Financial Accountancy which as the basic objective to provide education and
training in accountancy and financial management. Stakeholders in these organisations
are the directors, experienced members who have adopted degrees from these
organisations, government and donors. These stakeholders are mainly involve in
rendering quality of service and seek the changes in the secured jobs rates after the
changes made in the institutional strategies and provides effective solutions to enhance
the efficiency of the same.
2.2 Describe the nature of the relationships with customer within two selected
not-for-profit organisations.
African Culture association and People Against Poverty are two non-profit
organisations of UK works for the welfare of the backward classes to uplift their
conditions and fulfil their basic needs of food, clothing and shelter. These non-profit
organisations also need marketing strategies to find out the donors from all over the
world and encourage them to pay something for the betterment of the society as a s
whole. The high-class industrialists are encouraged to donate something and
government assist them on this behalf in the form of tax benefits and the same is
promoted through the electronic, printing and social media platform. Social media
platform allows the whole world to interact with each other thus it plays the vital role in
the marketing process. Stakeholders in the non-profit organisation are customers,
donors and beneficiaries of these sectors who invest their money in these sectors to
uplift the lifestyle and ensure the welfare of the society as whole. The stakeholders need
to effectively communicated by the marketing manger to encourage them to work with
them and give some time to feel the satisfaction of doing something for the poor and
needy (Varadarajan, 2010).
The above non-profit organisations need to have effective communication system to
explain the objectives to work for the betterment of the society through various means
like social media platform, e-mails, marketing letters and brochures etc.
Non profit organisations are the organisations deals with the specific objectives
of contributing people in the following manner:
 Health care

 First Aid
 Basic education facilities
 Food, health and shelter facilities.
2.3 Compare methods used in marketing within the public, private and voluntary
sectors
Marketing is the management process to anticipate the demands of the customers and
act accordingly to satisfy their needs and in return maximise the profits of the
organisation. Different sectors have different objectives to be achieved as priority thus
their marketing strategy also differs as per their objectives and desire goals. Private
sectors have the basic objective to maximise their profit and sustain in the long run and
emerge as the market king so they invest high on the R&D department of marketing
whereas public sector also has the basic objective to maximise the profits but they also
focuses on the development of the economy as a whole thus their marketing strategy
involves government assistance in the form of aids, subsidies, funds to develop. The
voluntary organisations utilize electronic, printing and social media platform to promote
their products and services to uplift the society. The private sector goes through
continuous research to grab the opportunities in the market before its competitors take
over the market (Wachowiak, 2016).
2.4 Explain the key issues involved in marketing in a selected virtual organisation
Virtual organisations are the organisations, which join hands with the other
independent firms to produce their product and service and meet the demands of the
market. Virtual organisations. This helps the organisation to produce high to increase
the market share thus it helps to increase the capabilities of the organisation than it
actually persists. These organisations to enhance their work and communication, these
organisations are mere software like ERP which handles all the accounting procedures
and prepares all the financial statement like P&l Acc, Balance Sheet, Income statement
etc as done by the Chartered Accountants thus, these software act as the virtual
organisations. Technology and globalisation support these type of organisation thus its

marketing also takes place through social media platform through Facebook, twitters,
blogs, u- tubes and free applications in initial stage. Many virtual organisations have
chosen the WWW to enhance the communication across the world. Thus these
organisations require effective communication method to increase the sales of their
products and services (Boone, and Kurtz, 2013).
TASK 3: BE ABLE TO UNDERSTAND THE IMPORTANCE OF APPLYING THE
EXTENDED MARKETING MIX IN THE SERVICE SECTOR
3.1 Describe the use of the extended marketing mix in selected service sector
businesses
Marketing is the well-defined process to grab the opportunities present in the
market and meet the customer needs by identifying and anticipating the same.
Marketing mix consists of the 7P’s, which can be explained as follows:
Product: Every organisation requires the in depth research of the products need
to introduce in the new market to grab the market quickly.
Price: The other marketing mix is to decide the price of the product to be
introduced keeping in mind the customers targeted. The income level, class and life
style should be focussed to decide the effective price to compete with the competitors.
Place: This signifies the place to introduce the new product. The marketing
manger needs to analyse the right place where the products can easily be sold
(Sparrow, Scullion and Tarique, 2014).
Promotion: This is the essential element to communicate the product effectively
to the potential customers so that they can easily relate with it and purchase it.
Physical Evidence: physical evidence signifies the presence of the product,
which need to be made attractive keeping in mind the targeted customers. This includes
the packaging of the product.
Processes: This signifies the method to position the right product at right place
and right time.
People: People signify the customers to be targeted in the market for which the
company has developed the product.

3.2 Use of product/service mix to enhance value
Product/service mix is organisation of different attributes of product or service
which is produced by a company. It includes product details, pricing, distribution,
etc.
Products and services that are provided by Morrison's can be delivered with better
quality and value when the product/service mix is applied to its marketing strategies.
Product mix helps in measuring the widths and depths a product is going to cover when
targeted for a particular segment. The features, which make it different from regular
company products, are identified and highlighted in the marketing strategy when using a
product mix. Customers are more attracted towards products and services, which have
specific details which meet their specific demands and choices (Mayer, Melitz and
Ottaviano, 2014).
Services are considered as a value addition to the product mix because it helps in
generating better insights regarding the different types of services which need to be
applied with marketing of a product. Growing contribution of service sector to economic
development of country has led to major shift of focus from production to better service
delivery. Customers will experience greater privilege from Morrison's if service and
product mix are applied effectively.
On the other hand, the characteristics that are used for promoting and marketing
specific products and services are easily outlined in a product mix. It helps in positioning
correctly and increasing brand value in the particular segment. Quality can be measured
in terms of reliability and durability of a commodity provided by Morrison's. In such tough
competitive markets, the use of product mix helps in judging own commodities against
the ones produced by rival companies. If the product or service out-stands these tests

then, it is launched in the markets (Badri, Ghazanfari and Shahanaghi, 2014). This
means that product/service mix enhances brand value, which is beneficial for both
customers and the company.
3.3 Ways to overcome difficulties peculiar to marketing of services in Morrison’s
Consumers are referred to be the most crucial part of the organisations like
Morrison’s where provisioning quality services to them is now a days becoming a major
concern. It is mainly due to a changing perception of their clients and users that keeps
on changing their preferences as per the current market trends (Brodie, Hollebeek and
Conduit, 2015). Though, there exists certain recommendable ways by which Morrison’s
can refer to overcome such difficulties in serving their customers. Wherein, they can
refer to carry out a satisfaction survey to acknowledge the factual contentment level of
their clients and users from their proposed services. For this, they can also refer to
design special feedback forms to distribute those among the shoppers and in which
they can tend to present their views about the same by together referring to provide any
additive suggestions.
Three examples of possible difficulties faced by Morrison's to market their services are
as referred below:
 Ascertaining the factual preferences of the today's modernised consumers.
 Measuring the satisfaction level of the consumers.
 Applying distinct ways of marketing commodities.
All these problematic concerns of the cited entity can be resolved by using some below
outlined measures:
 A foremost issue to discover the realistic needs and demands of today's
contemporary users can be resolved by carrying out a market analysis that will
in turn assist Morrison's to identify their recent market trends. This together
requires a gap analysis to ascertain any distinctly applied measure of their
contenders.

 Another possible difficulty to measure the customer satisfaction level can be
resolved by instructing the customer service executives to collect timely
feedback's from the approaching users at the store with the help of a specially
designed form.
 Lastly, the quoted firm can together refer to apply distinct tools of marketing
such as social media marketing as a way of promoting their offered goods and
services.
It is thus in context to the present situation of Morrison's where they are dealing with a
prime issue in measuring the satisfaction level of their customers. It is where this
difficulty has been resolved by appointing a separate staff to request their upcoming
consumers to fill their specially designed feedback forms.
Below is the plan with illustrative steps:
 Analyse the pertaining issue at the workplace where they were found to face
issue in acknowledging the satisfaction level of their clients.
 Referring to varied alternatives to resolve the same where they have hereby
referred to collect timely feedback's from the users.
 Lastly, the above intended tactic was applied by appointing a distinct staff for the
same and asking them to allocate a specially designed feedback form to the
customers and request them to fill the same.
3.4 Role of ICT in services marketing management in Morrison’s
ICT is hereby termed as information and communication technology that has a greater
role in services marketing management in Morrison’s. It is basically used to make a
better communication with the clients and users with the help of Internet (Boone and
Kurtz, 2013). Information technology has always played a greater role in marketing
procedures where it is directly intended to attract a large set of users who are more

preferred to use such modern-day interactive tools. It is hereby with a prime support of
ICT, Morrison’s can refer to communicate with all its global clients all over the world and
render efficient services to them.
An effective maintenance of consumer database is also referred to be a prime
consideration of Morrison’s that can be supported by ICT. Through which, Morrison can
hereby refer to maintain their client information by together updating it on timely basis. It
is where service marketing is referred to make a prompt delivery of superior services to
the consumers by maintaining a valuable relationship with them (Pedersen and
Thibault, 2014). It is hence with a principal assistance of ICT tool; Morrison’s can refer
to contact their customers at any time by together carrying out a prompt internal
research. Such efficient usage of ICT tools in the marketing policies of Morrison’s is also
proven to enhance the loyal perception of their consumers.
ICT is referred to have a chief role in managing the marketing procedures of service
industries like Morrison's where it can be effectively used in maintaining the customer
databases. It together assists the organisations in conducting internal marketing
researches, etc., with the help of different technical tools.

TASK 4: BE ABLE TO UNDERSTAND THE REASONS FOR THE INCREASING
EMPHASIS ON ETHICS AND SOCIAL RESPONSIBILITY IN MARKETING
4.1 Current issues of ethical and social concern to marketers in the industry
It is basically to survive into the long run of a successful business, it gets
important for the organisations like Morrison’s to adhere to the social and ethical norms
of their company. Although, there exists various social and ethical concerns that directly
impacts upon the ability of the ventures to effectively serve into both their domestic and
international set of markets (Padilla-Meléndez and Garrido-Moreno, 2014). In case,
these concerns are not being sought out on a relevant time period then can terribly
impact upon the undertaken projections of marketing by leading to failure. Such failed
attempt can in turn affect their contending positioning in the market where Morrison’s is
operating at a worldwide level.
It is thence important for the solicitous bodies of Morrison’s to stick by their social
and ethical market regulations to avoid any sort of violations in it. Currently, Morrison’s
is referred to deal with such a problematic situation of price war pertaining in UK
supermarkets that reflects one of their leading social and ethical concern (Baker, 2014).
It can however ruin their overall brand image in the market by together lessening the
satisfaction level of their customers to a great extent. It is thereby referred to be a chief
consideration of Morrison’s to abide by its legal and regulatory work standards in both
its domestic and international set of markets where they can also refer to use these
ethical practices to promote their goods and services.
4.2 Concept of CSR with reference to Morrison’s
CSR is basically referred as the corporate social responsibility of organisations like
Morrison’s where it depicts their accountability towards the society as a way of
benefiting them in certain manner. It is however referred to be a voluntary action
undertaken by the firms as a way of rendering beneficial services to their community
members. The CSR activities of Morrison’s will thereby represent their commitment

towards the society by assuring to perform in a sustainable manner (Catterall,
Maclaran and Stevens, 2013). Additionally, by undertaking effective CSR practices,
the company is also apparent to commit a prosperous future to their business as a way
of achieving several economic benefits. It is by together raising the living standards of
both their employees and their family members by together improving the life of the
society members. It is thus by considering such philosophical practices of CSR,
Morrison’s can hereby refer to offer ethical commodities to their consumers.
Apart from this, they can also refer to adopt some changed procedures of
production to cause less or no harm to the surrounding. This is for instance to refer an
intended goal of Morrison’s to reduce the impact of carbon footprint by 50% for which
they are conducting intensive research to explore some technical development in their
production procedures. Beside this, the quoted firm may also refer to use some eco-
friendly measures as a way of enabling preserving environment (Sparrow, Scullion
and Tarique, 2014).
Wherein, some impelling CSR activities may also result in innovative services produced
by referring to cost effective functions. This is for instance to make less consumption of
electricity by using some other tactics such as using CNG or solar panels to carry out
the business operations. This will in turn lessen the operating cost of Morrison’s where
such effectual CSR activities will in also tend to raise the satisfaction level of the
consumers by together increasing the trust level of their other stakeholders.
4.3 Role played by pressure group's in influencing ethical and social marketing
policies for Morrison’s
The organisational stakeholders are hereby entitled as the pressure groups of a
business enterprise where they are also apparent to play a vital role in influencing the
ethical and social policies of marketing undertaken by them (Kothari, Mizik and
Roychowdhury,2015). This involves the consumers, employees, suppliers,
shareholders, competitors, investors and governmental bodies of Morrison where a
dissatisfied consent by them is proven to impact upon their stipulated policies of
marketing. This in turn impacts upon the overall functioning of their organisation by

together creating a negative image of Morrison in the market. As a result to which, their
clients and users tends to move towards the services provided by its contenders.
Apart from which, breaching the ethical and regulatory norms of a marketplace
also results in rising number of legal actions against the cited entity that consequently
declines their sales and profitability agenda as well. This is for instance to specify one
such ethical dilemma of Morrison where it dealt with an international conspiracy of
horsemeat scandal (Baker, 2014). As a result to which, this disclosure lead their
governmental bodies to take strict actions against them by together disappointing their
consumers. Apart from this, Morrison is also claimed for a very late launch of online
services to their customers where they together made a very late entry in the tact of
convenience market. As a result to which, Morrison have largely struggled to satisfy
their consumers where most of there customers are evident to shift to the proposed
commodities of their competitors.
A pressure group affecting Morrison's to a greater extent is farmers who have protested
to hike the rates of their produced goods. For which, the quoted firm has hereby
adopted the approach of societal marketing by raising the premiums on milk for the
farmers.
4.4 Role played by published or broadcast media in influencing ethical and social
marketing policies for Morrison’s
Marketing being a major consideration of almost all type of business
establishments in today's contemporary era of business stands with yet another leading
concern of performing it with some social and ethical standards. For which, the
published and broadcast media are hereby referred to play an imperative role in
influencing the undertaken policies of marketing by an organisation like Morrison. It is
basically referred to be an interactive tool for them to attract a large set of customers by
involving into ethical practices of business and informing them the same through such
vital means (Pedersen and Thibault, 2014). It is where the marketing associates of
Morrison along with their other administrative bodies can hereby refer to use

newspapers and magazines to print there conducted CSR activities onto it as a way of
creating awareness in their consumers. This will in turn provide a vigilant outlook in
Morrison’s consumers by acknowledging the ethical practices adopted by them. The
implicated print media tool should however represent applicable information with likely
facts with no intrusion of any faulty statement in the engrossed data. Beside this, varied
social media tools with some other broadcasting measures via television and radio is
together evident to play a considerable role over here by which Morrison’s can create
awareness in public in regard to their undertaken ethical practices.
It is however with a considerate tact of private organisations like Morrison's whose
ethical and social marketing is greatly affected by the published and broadcast media.
As a result to which, they have hereby undertaken a prompt approach of applying the
tactic of societal marketing that in turn support them to fulfil the exact needs and
demands of the consumers.
CONCLUSION
The above report has summarised some key concerns of marketing in this
modern era of business where the organisations are continually required to integrate
with some contemporary measures of serving the clients. In context to which, this report
has been segmented into four considerate parts with a foremost section to interpret the
significance of relationship marketing in today's contemporary business era. Wherein,
there existed yet another coherent portion that has depicted the role of marketing in
conventional context of business with a subsequent unit to realize the importance of a
prolonged marketing mix. This is basically to apply its pivotal elements into the business

with a prime reason of more emphasis on the social and ethical responsibilities in
marketing.

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