Contemporary Issues in Marketing: Exploring the 4Ps Marketing Mix with Enterprise Rent-A-Car

Contemporary Issues in
Marketing

Table of Content.
MARKETING..................................................................................................................................3
MARKETING MIX.........................................................................................................................3
THEORETICAL EXPLANATION OF 4PS MARKETING MIX.................................................3
INTRODUCTION OF PRODUCT/SERVICE................................................................................5
APPLICATION OF 4PS MARKETING MIX TO THE SELECTED PRODUCT/SERVICE......5
CONCLUSION................................................................................................................................7
REFERENCES ...............................................................................................................................8

INTRODUCTION
MARKETING
Market basically act as a passage between the consumer and producer for dealing of
goods and services according to the consumer needs. Market can be a physical sales outlet or it
also can be a virtual place of business which includes online selling through websites. Marketing
is basically the group of actions performed by a company to promote the service or good of a
company, that will help company with immense sell. Main centring goal of marketing is to first
set their target audience, then execute campaigns or advertisement to gain target audience
attention. This also includes that marketer should guide the target population about the
importance of service or product and influence them to take the purchasing decision for the
organisation. Marketing consist of all the actions which enhance the selling or promotion of the
product or services which includes sending old clients mails, making extra discounts for the
members of brand or conducting campaigns for interaction to the customers directly. Target to
conduct marketing is to ensure the customers demand and incorporating it in services furnish or
to discover the issues customers lining while availing the product or service utilisation (Hyde and
Mitchell, 2021).
MARKETING MIX
Marketing mix is a group of various strategies which administration uses to promote or
advance their brand in the market. It is consider as a very important concept for marketing
management as the organisation focus to earn maximal earnings and also to meet the customer
needs. Marketing mix helps the business executives to analyse demand of their product in their
market, what innovation need to be make to satisfy the customer demands. Mainly the focus
should be towards understanding the customer demands by analysing the fact about customers
expectation from the organization. This is also followed by identify organization competitors and
competitors strategies or significance of their product that is provided through Rent-a-car
organisation. Rent-a-car includes these points by analysing the customised feature competitors
supply through renting their car (Nwankwo and Richards,2020).
THEORETICAL EXPLANATION OF 4PS MARKETING MIX
Marketing mix consist of 4P's which includes Price, Product, Promotion and Place. It
helps the organization to ensure that the company is providing its customers the accurate product