MARKETING PINCIIPLES INTRODUCTION

MARKETING
PRINCIPLES

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1................................................................................................................................................1
1.2................................................................................................................................................2
2.1................................................................................................................................................3
2.2................................................................................................................................................4
2.3................................................................................................................................................5
2.4................................................................................................................................................6
2.5................................................................................................................................................7
3.1................................................................................................................................................8
3.2................................................................................................................................................9
3.3................................................................................................................................................9
3.4..............................................................................................................................................10
3.5..............................................................................................................................................10
TASK 2..........................................................................................................................................11
4.1..............................................................................................................................................11
4.2..............................................................................................................................................11
4.3..............................................................................................................................................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13
Illustration Index
Illustration 1: Pillars of marketing ..................................................................................................2
Illustration 2: Factor affecting buyer's behavior..............................................................................6
Illustration 3: Ansoff's matrix..........................................................................................................8
Illustration 4: Pricing strategy..........................................................................................................9

INTRODUCTION
Marketing is one of the most significant and crucial part of business activities. It help
companies in creating wide impact on the growth and development of business units. Promotion
and growth of business activities demands effective investment in marketing and promotional
activities (Andersson and Servais, 2010). This help business in developing consumer focused
strategies to enhance sales of the company. Present report focuses on analyzing and evaluating
marketing activities of Debenhams in order to analyze the marketing activities adopted by retail
industry.
TASK 1
1.1
Marketing is an effective business activities which focuses on analyzing consumer needs
and demands and develop effective measures to attain them. It is an effective source of
communication measure for consumers which helps in promoting them about availability of
products and services (Afuah, 2009). The elements of marketing process adopted by Debenhams
to enhance its business activities are: Market analysis: This is one of the most crucial and significant part of marketing
analysis which helps a business unit in analyzing market situation and evaluate both
internal and external business activities accordingly. Debenhams critically examine
market and evaluate opportunities and threats that the company may face to enhance
growth measures.
 Marketing mix decisions: Based on market and situation analysis the next step of
marketing process for the company is to analyze marketing mix decisions for the
company (Element of marketing process, 2015). Debenhams is a retail unit and the
marketing mix measures adopted by the company relates to:
◦ Product development decisions to meet adhere consumer needs and preferences for
enhancing sales and developing brand recognition
◦ Pricing decisions relates to strategies that the company adopt in order to balance the
profit market and market demand of the company.
◦ Distribution decisions helps the company in enhancing market sales and creating
demand by enhancing product availability (Doole and Lowe, 2005). The company
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thus seek effective measures of distribution to manage the sale and cost of the
company
◦ Promotional decisions are also very crucial for organizational growth as it creates
wide impact on attracting consumers for the company. Debenhams thus focuses on
finding profitable measures to enhance company sales and develop competitive edge
within the market.
 Consumer relationship management: after developing marketing mix the company then
focuses on managing consumer relations which helps in creating high value for money
within the business (Figge and et. al., 2002). This measure helps Debenhams in creating a
competitive edge within the market thus this element is planned and developed
significantly.
1.2
Marketing orientation is a revolutionary phase of marketing era. This is a process that the
companies adopt in order closely analyze the needs and demands of the consumers and enhance
organizational products and services to attain the same. This method focuses on valuing
consumer needs develop organizational activities in accordance to their needs and preferences.
This helps in developing a competitive edge for the company. These are various benefits and cost
related to this strategy.
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