Contemporary Issues in Marketing: Importance of Marketing Mix and Other Approaches - Desklib

Contemporary Issues
in Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK ..............................................................................................................................................3
Marketing-mix and its importance within the process of marketing..........................................3
Other marketing theories and approaches...................................................................................6
CONCLUSION ...............................................................................................................................8
REFERNCES:..................................................................................................................................9
Books and Journals:....................................................................................................................9

INTRODUCTION
The marketing is a term which is used by organisation to promote its goods, services,
together with its brand in the target market. It contains several activities through which goods or
services can be purchased or sold. These activities are advertisement, dispersion and commercing
of goods and services to the target masses or any business corporation. In a business
organisation, it is a vital functional area that undertakes any action to gain customer attention
towards particular brand, while delivering high-quality content with the use of different tools and
techniques. Marketing aims to facilitate conspicuous value for potential consumers through its
message or content (Balarezo Juárez and Olivares Inga, 2021). Through its long term goals and
objectives of representing the values of product, hike in the strengths of brand while increasing
customer loyalty will ultimately rise its business sales. The company which is considered to
make this report is Cadbury Organisation. It is one of the top brands in confectionery segment
which is fully owned by Mondelez International. It has headquarters in Uxbridge, West London.
It was founded 198 years back in the year 1824 by John Cadbury. This report is based upon the
discussion on marketing-mix and its value within the marketing process. It will also add some
key theories related with marketing that can influence the attainment of marketing actions.
TASK
Marketing-mix and its importance within the process of marketing.
The marketing or dispensing process of products and services necessitates some kind of
attention of management as production has no connexion unless commodities are sold. The term
marketing-mix can be delineated a process of shaping and combining different marketing
elements in such a manner to guarantee the accomplishment of organisational aspirations. These
elements of marketing are categorised into four heads such as product, promotion, place, together
with place (Bandara and Ranasinghe, 2019). Thus, it is the reason why marketing-mix is called
as an integration of 4P's.
Importance of marketing-mix:
 Marketing aids in differentiation:When one evaluates marketing-mix of other key
players in the market, there are various methods that one can create differentiation from
the its competitors. There is a chance that competitor might have inappropriate promotion