Contemporary Issues in Marketing: Explaining Marketing Mix and Applying 4Ps to Enterprise Rent-A-Car's Rental Wedding Car Service

Contemporary Issues in
Marketing
Contents

INTRODUCTION...........................................................................................................................1
EXPLANING MARKETING..........................................................................................................1
EXPLANING MARKETING MIX.................................................................................................1
MARKET ANALYSIS....................................................................................................................2
MARKETING GOAL ....................................................................................................................2
4Ps OF MARKETING MIX............................................................................................................3
INTRODUCING PRODUCT/SERVICE........................................................................................4
APPLYING 4Ps MARKETING MIX TO SELECTED PRODUCT/SERVICE............................4
IMPORTANCE OF THE MARKETING MIX WITHIN THE MARKETING PROCESS...........5
CONCLUSION ...............................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Contemporary issues in the marketing gives an innovative approach which helps
in learning about the important concepts of marketing which is based on a alliance with
marketing week (Ferrell, Hartline and Hochstein, 2021). There are various issues in the
marketing which includes the continuous proliferation of platform of media, marketing
terminology, product innovation, technologies of marketing, customer taste,
preferences, demand, behaviour and many more. For better understanding of
contemporary issues in marketing Enterprise Rent-A-Car is taken into consideration. It
is an American rental agency which is founded by Jack C. Taylor and founded in 1957.
It has its headquarters in Clayton, Missouri, United Kingdom and its parent organisation
is Enterprise Holdings (Enterprise Rent-A-Car, 2022).
This report covers, the demonstration of understanding and knowledge of the
process for marketing in the context of contemporary business. Along with this, it
highlights demonstration of understanding of marketing mix concept and explanation of
how it is implemented while new product or service is developing.
EXPLANING MARKETING
Marketing is a procedure of creating, exploring and delivering values to satisfy
the demand and needs of the target marketplace by providing proper products and
services (Gbadamosi, 2019). It is related to the set of institution and the processes for
communicating, exchanging offering, creating and delivering that have value for clients,
society at large, customers, partners and many more. There are some example of
marketing which is used by the managers of Enterprise Rent-A-Car like billboards on
side of the road, television commercials, magazine advertisement and many more. It
helps them in attracting more number of people and attaining organisational success
and goal.
EXPLANING MARKETING MIX
Marketing mix is related to the set of tactics or actions, that is used by the
organisation management to pursue its objective of marketing in the targeted
marketplace. It helps the mangers of companies in promoting their brand or product to
the large number of customers in the market (Jobber and Ellis-Chadwick, 2019). The