Contemporary Issues in Marketing: Exploring the 4Ps Marketing Mix with Sainsbury

Contemporary Issues in
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Explanation of Marketing............................................................................................................3
Explanation of marketing mix.....................................................................................................4
Explanation of 4Ps marketing mix..............................................................................................5
Introduction to the product and services......................................................................................5
4Ps of marketing mix...................................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing refers to the activities that the company undertakes in order to promote the
buying and selling of the products and services(McCarthy, et.al, 1979). The company
undertakes various marketing strategies in order to sell their products to the customers.
Contemporary issues in marketing refers to the complex set of issues that is currently affecting
the marketing(Parsons, et.al, 2017) .The report cover the meaning and concepts of marketing,
concepts related to marketing mix, explanation of 4Ps of marketing mix. The report also
highlights the 4 Ps marketing mix of the chosen company that is Sainsbury.
MAIN BODY
Explanation of Marketing
Marketing is defined as the activities that is conducted by the company in order to
promote the buying and selling of the products and services and includes selling, advertising
and also delivering the products and services to the customers according to their needs and
preferences. The scope of marketing is increasing rapidly as every company wants to grow and
expand its operations in the domestic and international markets(O’Cass, and Wetzels, 2018).
The firm uses various marketing techniques and strategies to sell their products and services in
the market and to achieve the goals and objectives of the company. It is helpful in the
transferring of the goods from retailers to consumers.
Marketing is a complex process which involves many people who are assigned the task to
promote the products on various platforms. Therefore, marketing helps in enhancing the
employment rate as many people are involved in performing various functions such as buying,
selling , transporting of the products from one place to another. For implementation of effective
marketing strategies, company first evaluate the market trend, preferences and demand of the
customers and then plan strategies accordingly by delivering the goods as per the expectation of
the customers resulting in generating sales for the company.
With the changes and advancement in the technology, the company is adopting various
digital marketing methods in order to promote their brand products and to attract large number of
customers through attractive deals and offers. Companies use various types of digital marketing