Marketing Principles and Applications

This assignment delves into the core principles of marketing, examining their application in various contexts. It analyzes research on enhancing student learning in marketing courses through website platforms, evaluates the effectiveness of destination marketing organizations' websites, and explores transformative social marketing approaches. The assignment also touches upon green marketing in India, project-based experiential learning in marketing principles courses, and sustainability integration in business education.

Marketing Principles

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Explanation of the various elements of the marketing process........................................3
1.2 Evaluation of the benefits and costs of a marketing orientation......................................4
TASK 2............................................................................................................................................5
2.1 Macro and micro environmental factors which influence marketing decisions...............5
2.2 Segmentation criteria to be used for products in different markets..................................5
2.3 Targeting strategy for a selected product/service.............................................................6
2.4 Demonstration of buyer behaviour affects marketing activities in different buying
situations.................................................................................................................................7
2.5 New positioning for a selected product/service................................................................7
TASK 3............................................................................................................................................8
3.1 Explanation of products are developed to sustain competitive advantage.......................8
3.2 Explanation of distribution is arranged to provide customer convenience......................8
3.3 Explanation of prices are set to reflect an organisation’s objectives and market conditions9
3.4 Illustration of promotional activity is integrated to achieve marketing objectives........10
3.5 Analysis of the additional elements of the extended marketing mix..............................10
TASK 4..........................................................................................................................................11
4.1 Plan for marketing mixes for two different segments in consumer markets for Vodafone
UK........................................................................................................................................11
4.2 Illustration of differences in marketing products and services to businesses rather than
consumers for Vodafone UK................................................................................................11
4.3 International marketing differs from domestic marketing in the case of Vodafone UK12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
A process of the products development as per the demands and needs of the targeted
market can stated as a marketing principles (Wymer, 2011). It helps to determine product
development, prices, place and promotions which can help to a company to take effective
decisions. Most of the companies which are working on the huge level are using marketing
principles for making effective strategy to be successful in the targeted market and reduce the
market rivalries. The present report is based on the Audi company, auto mobile industry, HSBC
bank and Vodafone these are the leading companies in the market. In the starting of this report is
having focus on the various elements of the marketing process and benefits and costs of the
marketing orientation (Wang, 2011). Many of the factors affecting on the car industry which can
influence on the marketing decisions occur from the macro and micro environment of the
industry. After it is having content on the banking sector's products and services to sustain
competitive advantage so this part is having based on the HSBC bank. At the last it is having
focus on the Vodafone use marketing mix for different markets.
TASK 1
1.1 Explanation of the various elements of the marketing process
Marketing process is having different elements which has to used by the Car company
Audi to make their products and services better as per the aspects of the customers which are
here under the following points:
Target market: In the first of the marketing process, it is essential for the Audi to select a target
market which can help to the company to take decisions on the different factors and causes
which can help to the company to improve their products and services as per their needs. Audi
has to make a proper analysis of the market in which includes different factors like; rivalries,
trends, economical conditions of the market, these all elements can help to make a better
marketing process.
Customers analysis: Targeted customers are the essential element of the marketing process, all
of the marketing activities are based on the targeted consumers (Sheth and Sisodia, 2015). So
Audi has to make a proper analysis of the targeted customers of each of the car by which they
can make suitable decisions to make changes in the car and services.

Planning & strategies: Planning and strategies are main function of the marketing process which
help to the company to make an effective process which can help to the company to take better
decisions to provide proper customers assistance (Rusinko, 2010).
Implementation and control: After the finalising of the marketing planning and strategies
company has to make an effective implementation of the marketing plan on the ground level
which can help to the company to attain such objectives.
1.2 Evaluation of the benefits and costs of a marketing orientation
It is essential for the company to make an evaluation of the benefits and cost of the
marketing orientation. Improving marketing process is having negative and positive results for
the company so it is essential for the company to make an effective planning on this. Some of the
benefits and costs are here in the following points:
Benefits of the marketing orientation
Increase of sales: Marketing orientation can help to the company to make a better sales of the
products which can supports to the organisation to attain their financial targets in a pre decided
time period.
Decrease market rivalries:Marketing orientation has a potential to reduce market rivalries which
can help to the company to increase their sales (Reijonen, 2010). It can help to the company to
make an impact on the targeted market which can be converted by the organisation the
customers.
Cost of the marketing orientation
Financial pressure: Marketing orientation process built a financial pressure on the organisation.
So it is essential for the company to make proper planning for the resources where from they can
generate financial support for the marketing activities.
Need of marketing experts: Marketing orientation and improvement in the marketing activities
is having huge need of the marketing experts which can help to the company to make an
effective planning as per the needs of the company (Nicholson and Oliphant, 2014). So they have
to recruits new people in the marketing team or they have to hire these people for the marketing
orientation which also increase their internal cost of the production.

TASK 2
2.1 Macro and micro environmental factors which influence marketing decisions
Car industry is having highly influenced by the internal and external factors which can
make a huge impact on the marketing decisions (Mishra and Sharma, 2010). Some of the factors
are here;
Micro environmental factors: Factors which are involved in to the car industry of the UK is
having a high influence on the marketing decisions, here they are; Employees: Peoples which are working in the car company are having huge impact on
the market they have to make better decisions on the use of the employees in the
marketing process. By which car company can make better products and services for the
targeted customers. Customers: It is having huge impact on the decisions, marketing process is mainly
targeted on the consumers so it is essential for the car company to select the suitable
medium to make communication with the targeted customers.
Macro environmental factors: Factors which are not involved in the car industry but they are
making influence on the car industry, here they are; Government: It has a huge impact on the marketing process , car company has to follow
the rules and guidelines of the government which can help to the company to make an
fair marketing procedure as per the government norms (Li and Wang, 2010). They have
to use actual prices in the promotions as per the government rules. Environment: External environment is having huge influence to select a suitable medium
for the company to make a promotions.
 Market rivalries: Companies which are working in the car industries are creating market
rivalries on the industry, each and every company is a having target to establish a better
communication with the targeted customers from their rivalry company.
2.2 Segmentation criteria to be used for products in different markets
Audi is working in the international market so it is essential for the car company to make
different segmentation in separated market (Lefebvre, 2012). As they are working in the UK so
they have to create a market segmentation on the basis of the demographic which can help to the
company to make betters services for the targeted customers.

Market segmentation on the basis of demographic:
Age: Different types of age group is having a different needs during the car drive so it is
essential for the company to make cars accordingly and services also. Younger group of people
are having need of the faster cars which has a huge thrust to speed up but on the other side older
age of people are having need of the comfortable seating and normal speed (Lefebvre, 2011). So
Audi has to make these type of segments on the basis of the age.
Occupation: Audi can make a group of customers on the basis of the occupation so they have to
make groups like students and professionals by which they can make their products and services
accordingly. Students are having need of the high speed and sporty cars but on the other side
professionals are having need of the class cars which can support to their professionalism.
Segmentation in the market of Dubai:
life style: In the market of the Dubai company make a segment of the customers on the basis of
the life styles by which they can modify their cars and services accordingly (Kotler and
Armstrong, 2010). Dubai is full from the rich people but they are having is a huge difference in
between their life style so they have to analyse the needs of the customers and than make their
demanded cars accordingly.
2.3 Targeting strategy for a selected product/service
After the segmentation of the customers it is essential for the company to make an
effective targeting strategy of the customers which can help to the company to increase the
number of customers for a particular segment. As in the market of the UK they have created a
market segment of the students so they have to make a their targetting strategy (Jobber and Ellis-
Chadwick, 2012). Most of the students are having need of the sporty car which can be affordable
for them. So they can make a target to them by creating innovative changes in the colour and
graphics of the car which can increase the attraction for the students and which increase the
charm to buy this car.
After it they have to provide options to the targeted customer to buy these cars by finance
schemes which can help to the car company to increase their sales and as well as to the targeted
customers buy a car of their choice. Audi can target their customers by meeting the needs of
them in their products and services (Hollenbeck, Mason and Song, 2011). It can help to the
company to increase their sales and increase the effectiveness for the targeted customers. It is a

modern approach of the marketing which has to be used by the Audi to increase their sales by
making group of customers an providing services accordingly.
2.4 Demonstration of buyer behaviour affects marketing activities in different buying situations
A customers is having a huge difference in the purchase process so it is essential for the
company to analyse the buying behaviour of the customers and make better solutions
accordingly (Goeldner and Ritchie, 2012). Some of the points are here which can help to the
elaborate different buying behaviour in purchase process;
Involved customers: These types of customers are normally involved in the purchase process
and they are not having huge need to buy but they are just purchasing the product to utilise their
finance. They spent a normal time in the purchase process and they are not interested to purchase
it on the initial level.
Lower involved customers: These people are not interested to buy products and they are having
variety of option to purchase this type of product from the different manufacturing company.
Normally this type of behaviour found in the economical products which many companies are
providing in the market.
Highly involved customers: People which are highly interested to a buy a product so they are
having huge need of the product (Frederiksen, Solomon and Brehony, 2013). They are having
lots of queries for the product and they are highly interested to buy this product. Most of these
type of customers are available in car market and diamonds which are expensive products.
so these are different type of buying behaviour which can help to the compa0hyy to make
a better process in the sales as per the analysis.
2.5 New positioning for a selected product/service
Product positioning is related to the market segmentation and targetting, most of the
organisations creates a group of the customers which can help to the company to make a
targetting on the customers and positioning of the products for them. It is last phase of the STP
process so as the company is having different types of cars so they have to make a proper and
appropriate positioning of the products by using an appropriate positioning methods. As the Audi
is having a segment for the student so they are having a need to use a proper medium which has a
potential top communicate. Most of the students spend their time on the social media so it is easy
to make a product positioning by the use of the Facebook. It can help to the company to make a
proper communication with the target group of people but it has a need of the technical experts

and marketing experts by which company can make promotion in an appropriate manner. It can
help to the company to make a better product positioning and as well as it can help to the
company to make a better products and services by making communication with them (Donovan,
2011). So products has to be made as per the need of the group of customers which can help to
the company to improve their sales and effectiveness for the target customers.
TASK 3
3.1 Explanation of products are developed to sustain competitive advantage
As the HSBC is a leading bank in the UK so it is essential for the company to make an
effective product development process as per the needs of the customers. As the HSBC is
working in the banking and financial services so they have to make a proper analysis of the
customers and as well as they can use product development techniques to sustain the competitive
advantage, some of the techniques\ are here for the HSBC for the product development to use
competitive advantage for the organisation;
Customers analysis: This is a natural process and each and every company is using this process
to make a better products as per the needs of the customers. So in the first bank has to make a
analysis of the customers by taking their feedbacks on e mails which can help to the organisation
to improve their services (Dollatabady, Amiri and Bidmeshk, 2012). It can support to the
organisation to make a better products as per the needs of the customers to improve their market
share.
Market analysis: In this HSBC has to make a proper analysis of the market competitors and their
products, it can help to the bank to make better products from their rivalry organisation which
can help to the company to sustain competitive advantage in the product development and as
well as it can help to the company to improve their products also.
3.2 Explanation of distribution is arranged to provide customer convenience
Distribution of the products are highly related with the consumers convenience so it is
essential for the HSBC to provide better solutions on which can help to the company to make a
better product distribution (Burchell, Rettie and Patel, 2013). As they are working in the banking
and finance sector so it is not easy for them to provide a proper convenience by making a retail
chain in the market so they have to use two options which can help to the HSBC bank to increase
their effectiveness for the customers in the distribution of their services, here they are;

Online banking: They have to provide this facility to each and every customers of the bank
which can help to the customers to make an effective use of the banking services. It can make
them able to make a banking transaction where and whenever they want. It can help to the
organisation to increase the number of customers by providing a proper customer convenience,
consumers have to not suffer to make banking transaction they can make easily these
transactions from their home and work place.
Banking counters: HSBC can establish contract with the repute firms in the market which can
help to them to make a banking transaction, they have to provide authority to the company to
make a banking transaction on behalf of them (Brennan and Binney, 2010). It can help to the
organisation to provide a proper customers convenience by providing them more options to make
a banking transaction.
3.3 Explanation of prices are set to reflect an organisation’s objectives and market conditions
Each and every organisation is having a pricing strategy which shows their objectives and
market conditions, here some of the examples of the pricing strategies available in the following
points;
Penetration pricing: This is a pricing techniques in which an organisation set their prices lower
to their competitors to increase their sales and increase market market share. Most of the
organisation are using this pricing policy in the higher competition of the market.
Premium pricing: Prices are high of the products and services as compare to the rivalry
organisations and mainly this type of pricing technique is use by those organisation which are
having huge goodwill in the market and they are not having a target on sales, they are having
target to maintain quality in the products and services.
Price skimming: Prices are adjustable according to the variance in to the demands and supply
and most of the companies are using this pricing techniques which are having an experience to
adjust prices as per the demands and supply.
Economical pricing: Prices and quality of the products and services are lower as compare to the
other companies they are having a target to full fill the needs of the lower financial background
of the customers (Wymer, 2011).
So these above mentioned pricing policies are having a huge impact on the customers and
it makes a reflection of the organisations objectives. Premium pricing policy is having an aim to
increase profits of the organisation. As the HSBC not using a pricing policy because they are

covered under the terms and rules of the government so they are following the rules and
guidelines of the government.
3.4 Illustration of promotional activity is integrated to achieve marketing objectives
Achieving the marketing objectives are based on the use promotional activities so it is
essential for the company to select a suitable promotion activities which can help to attain their
marketing objectives (Wang, 2011). Marketing objectives are mainly to enhance the number of
customers, number of people in the market which knows the name and services of the
organisation and increase the market share of the organisation. As the HSBC is working in the
banking sector so it is essential for the organisation to use an effective marketing activity which
can help to the company to make a better communication with the targeted customers. HSBC has
to use direct marketing of the products ans services which can help to the organisation to
establish a direct communication with the targeted customers and analyse their needs and
demands. It can also help to the company to sale out their products ion the targeted market. It can
help to the company to convince their customers to use their banking services and as well as it
supports to the organisation to increase the knowledge of the customer's for banking sector.
Person selling also useful for the bank to enhance the marketing activities which can help to
them to increase the efforts to attain the marketing objectives. Personal selling can help to the
organisation to spread out their services in the targeted market which can help to the company to
achieve their marketing objectives.
3.5 Analysis of the additional elements of the extended marketing mix
Marketing mix is having seven factors which support to the organisation to enhance the
effectiveness of the products ans services for the customers. So it has to be used by each and
every organisation, it has three additional element which can help to a n organisation to increase
their effectiveness compare to the others;
People: employees which are working in the HSBC has to be qualified and communicative
which can help to the bank to make a proper communication as well as it can help to the bank to
provide appropriate services for the customers (Sheth and Sisodia, 2015). So they have to use
their employees in an appropriate manner which can help to the bank to enhance the
effectiveness for the customers.
Process: It is related to the products and services delivery to the customers, HSBC has to make
an effective process which can help to the customers to accomplish their banking transaction in a

while. Banking process has to be easy for the use of their customers which can help to the
customers to finish their work in a faster way.
Physical evidence: Presentation of the products and services has to be impressive, HSBC has to
make a proper environment of the bank which increase their impact on the customers and as well
as it reflects on the customers and increase their loyalty level (Rusinko, 2010).
TASK 4
4.1 Plan for marketing mixes for two different segments in consumer markets for Vodafone UK
As the Vodafone is working in the international market so they have to make a proper
market mix for different market segments.
Marketing mix in the Geographic segment;
Product: They have to provide handset in the UK which works in the English operating
language. On the other side company is also working in the Dubai so they have to set Arab
language for operate hand set.
Price: Vodafone has to use skimming pricing for the UK and for Dubai they have to use
Premium pricing and provide better services. Customers in Dubai is having focus to get a quality
services and products so it is essential for the company to provide the same.
Promotions: They can use social media in the UK and electronic media in the Dubai. These are
having huge importance to communicate with the targeted customers by suitable medium.
Place: Company has to use distribution place which can provide better customers convenience in
the UK and in the Dubai they have to provide online services to the customers. They have to
make a suitable options for the customers to provide them better solutions.
4.2 Illustration of differences in marketing products and services to businesses rather than
consumers for Vodafone UK
It is essential for the company to develop their marketing and prices according to the
different types of markets. Difference between the marketing of the products in b2b and b2c
market:
Points of Difference B2B B2C
01. Process of deal In the b2b market Vodafone
has to follow a proper process
It is not having any type of this
process and company is having not

to provide their services to a
customer company.
a specific process of sales for an
individual customer.
02. Discounts In the b2b market company is
having a discount policy for the
customers company which can
help to them to make a deal
with the customer company.
In the b2c market company is
having a not any specific discount
they are just having a normal price
rate and not it is the choice of the
customer to purchase product.
03.Brand value Vodafone is a huge structured
company and they are having a
huge brand value so they can
lead on the deal by using their
brand value.
A normal customer is having a
more option to purchase product
and services so Vodafone's brand
value not make a lead on it.
4.3 International marketing differs from domestic marketing in the case of Vodafone UK
Difference between the international and domestic marketing is here under this table:
Basis International Market Domestic Market
Scope It is having huge scope for the
Vodafone which can help them
to increase their business.
It has a limit to provide
services which creates a hinder
in the development of the
company.
Profits It provides a chance to
increase their profits by
making transaction in the
international market.
It has a limited potential to
take profit for the company.
Opportunities International market is having
potential to provide more
growth opportunities for the
company.
It has a limited growth
opportunity which can develop
their organisation on a limited
level.

CONCLUSION
The above presented report is having focus on the marketing principles which helps to the
company to make a better products and services as per the needs of the customers. Marketing is
an essential process for the companies which are working in the international market and they
have to make these marketing process as per the needs of the customers. Modern marketing
approach have to be used by companies to develop their products according to the needs of the
customers. Audi, HSBC and Vodafone have to use marketing principles and STP which can help
to the companies to make better products and services as per their needs.

REFERENCES
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Online

Extended Marketing Mix. 2016. [Online]. Avialable
through:<http://www.marketing91.com/extended-marketing-mix/>. [Accessed 22th
April 2017].
New Product Development Stages. 2017. [Online]. Avaiable
through:<http://productlifecyclestages.com/new-product-development-stages/>.
[Accessed on 22th April 2017].