This assignment delves into the role of government in regulating the marketing process. It examines how regulations are implemented to guarantee product quality and service standards, ultimately striving to achieve customer satisfaction.
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INTRODUCTION TO MARKETING
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Table of Contents INTRODUCTION...........................................................................................................................1 TASK 1............................................................................................................................................1 P1- Describe how marketing techniques are used to market products in two organisations......1 P2 - Describe the limitations and constraints of marketing........................................................2 TASK 2............................................................................................................................................3 P3- Describe how a selected organisation uses marketing research to contribute to the development of its marketing plans............................................................................................3 P4 - Use marketing research for marketing planning..................................................................4 TASK 3............................................................................................................................................5 P5- Explain how and why groups of customers are targeted for selected products....................5 TASK 4............................................................................................................................................6 P6- Develop a coherent marketing mix for a new product or service.........................................6 CONCLUSION...............................................................................................................................7 REFERENCES................................................................................................................................8
INTRODUCTION Marketing is the process in which including various elements related to the market that help to provide goods and services to customers according to their needs and wants. Its help to provide proper satisfaction to them. When a company produce new product and that want to launch in the market so have to properly analyse and determine customers requirements then choose effective method and strategies that help to attract high number of customers towards their products. Customers are play an vital role in the marketing process. They help to improve production of the company. STARBUCK'S Ltd sell coffee items and provide services to them. This company of main target is attract high number of customers (Molesworth Scullion and Nixon, 2010). TASK 1 P1-Describe how marketing techniques are used to market products in two organisations Starbucks
Starbucks is one of the largest coffee house in the world with more than 20,000 stores globally. Starbucks opened its first store in America by three business partners and they were inspired by another coffee business person that sells high-quality coffee beans and equipment. Starbucks sells cold and hot drinks, sandwiches, pastries and snacks. Starbucks mainly target customers are men and women that is from aged 25-40 because they almost account for half of their business. Starbucks Marketing Techniques. Branding-Branding is the process that is included in making a unique name and image for the products in the customers’ minds. Starbucks use branding to meet its target customers. For example, customers can easily recognise what a Starbucks coffee house looks like because the logo of Starbucks can be seen so branding is a useful asset to meet its marketing objectives such as market penetration and raising the customers awareness (Zwick and Cayla, 2011). Brand Extension-Brand extension is a technique of launching a new product by using an existing brand name on a new product in a different category. Starbucks used to sell only coffee products but they expanded their businesses by taking the risk of producing new products such as making tumblers and mugs. This made Starbucks to expand more of their business products because brand extension has helped them in meeting their marketing objectives. Nintendo Nintendo is a successful organisation in the field of gaming business industry and it was founded by Fusajiro Yamauchi and the name of the business used to be known as Nintendo Koppai until they adopted the name Nintendo. He started his business 23rdSeptember 1889in Kyoto, Japan with playing cards as their first product and the playing cards were handmade. Nintendo’s playing cards soon gain popularity and they had to hire assistants to keep in the demand of the customers (Peter and Donnelly, 2011). Nintendo’s Marketing Strategies It is a successful business over many years because of the marketing strategies that they did to keep up with the demand of their customers so that they will retain the trust of their customers. One of the marketing strategies of Nintendo is the growth strategies and it is divided into four different categories.
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Growth Strategies It is the strategy that most businesses use to expand their customers’ market for the products of the company which was developed by Ansoff in 1941. Ansoff’s growth matrix helps most businesses to plan their products their market P2-Describe the limitations and constraints of marketing All business organisations are work to be success in the field of market and marketing. But thereare always has lots of limitation and constraints of marketing for a marketer. The basic purposeof formulating the marketing strategy is to effectively allocate and co ordinate marketing toachieve the business objective for the given product market situation. The basic limitations of themarketing are like, a) consumer protection b) promoting healthy competition c)environmental protection. Some major legislation of marketing areas is described. The UK consumer market, the Marks & Spencer has faces different limitation and constraints.The limitations are generally coming from the different act, provisions and the organisationalpolicies. UK government, European Union and the other international voluntary services hasmade the provisions and codes for operates the businesswithmaintaintheconditions.Marks&Spencermayfaceslimitationfromthe government, customers, EU, competitors and otherstakeholders (Woodside, 2010.). Goods act, 1979:Goods or products are the main limitation as per the act of goods act 1979. The act was mentioned that are conducted by the parliament of the UK which regulates the commercial law in respect of goods that are sold and bought. The act is made by the set of formation of the contract. The contract of sale, capacity to buy and sell, and ascertainment of price, agreement to sell at valuation, condition and warranty are the core element of this act. The consumer protection from Unfair Trading Regulations act, 2008:Consumer protectionact is the regulation that is a general duty not to trade unfairly therefore being honest and fair toall customers.Consumerprotectionactismostlypracticesonpriceclaims,product information,competitors, and sales methods and as well as sales services. The legislation is providing therights of consumer to search, choose and selection of products.
TASK 2 P3-Describehowaselectedorganisationusesmarketingresearchtocontributetothe development of its marketingplans Research is an important tool, it helps organisations to discover what is happening in their marketing environment. There are many examples of organisations failing because they did not respond to changes in their marketing environment. Organisations need to be proactive and change in line with their marketing environment (Mentzer and Gundlach, 2010.). Examples of questions that research aims to answer include How are customer needs changing Can you meet changing customer needs What do customers think about existing products and services How are competitors performing? Do you need to change because of competitor activity How are macro and micro environmental activity influencing your organisation? There are two types of research, market research and marketing research; A common mistake made by many students and textbooks is to confuse the difference between the two. Market Research:Involves researching specific industries or markets. For example researching the computer industry to discover the number of competitors and their market share is market research. Marketing Research:Marketing Research goes further. The aim of marketing research is to find a solution to a problem or to decide how to use a marketing opportunity. It can involve researching how to implement the whole marketing process from initial data collection through to product launch and post launch process. Or it could concentrate on a specific element of marketing for example how to advertise a product and improve declining sales Marketing Research can involve researching how to implement the whole marketing process from initial data collection through to product launch and post launch process. Or it could concentrate on a specific element of marketing for example how to advertise a product and improve declining sales (Bhattacharya, 2010). StrengthsWeakness
The standing and repute of the firm’s brand name as well as image of the Starbucks permits the brand recognition as well as consumer retention. Starbucksalsohasgreatlyskilledas well as professional CEOs, and has a very effective management team which supports the firm in taking effective and good decisions. The firm has enhanced the price rate because of the rising cost and expense of the production, comprising of the cost of the dairy goods as well as cost of the rent. As Starbucks carries several stores as wellastheseareactuallylocatedin closeproximities;suchclustersof outletsmightevenaffectthe performance of all the stores . Opportunities Coffee drinking also is very popular in chinaamongsttheyounggeneration, particularlythosewhocarrythe overseaseducationthatinfluences consumption of coffee. The people carrying modern lifestyle of the Chinese teenagers as well as adults hold up the propagation of the western types of the coffee shops. Meeting as well as discussing business within very warm plus nicely designed shops for coffee has become extra popular within China (Lynch, 2011). The income is actually distributed and this can be a factor the firm now needs to look at because this also shows ideal place towards aiming their marketing otherwise locating their outlets. Threats Globalmarketforcoffeeisextra competitive segment. Starbucks is also facingincreaseincompetitionfrom overseascompetitors.Onesuch competitor is Canadian chain named as BlenzCoffeethatplanstounlocka chainofcafeswithinChinawhere customers can smoke because at the time of sitting within the store of Starbucks. Starbucksmustthoroughlyinvestigate politicalconstancyofthenations. Starbuckshastakengreatcarewhile determining the firms that would partner with it when moving into any novel new market.
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P4 -Use marketing research for marketing planning Marketing planning is a process, it includes various stages which assists to attain decided goals and objectives as well. Marketing research refers to, find out something new an innovative things related to the subject. It is a continues procedure, that isassist to increase profit level of organisation. There will be explained some uses of marketing research in planning that is following under: It helps to increase working performance and involvement of employees. Easy to develop revenue and profit level of company. Proper utilisation of resources in marketing research process. Easy to compete competitors in external marketplace by using effective and attractive techniques and methods as well. This assist to clarify and determine actual position and status of company, by that find out strengths and weaknesses as well. TASK 3 P5-Explain how and why groups of customers are targeted for selected products Company will be using many different goods and services to elucidate in what way marketsegmentation operates, along with the various types of object group every single product has.With the intention to clarify segmentation of market, this is significant to identify who the most important ingredients are in that procedure; both the customer and the consumer.They are moderately a like, and are frequently utilized interchangeably; however there isan important dissimilarity among both. Customers are those who purchase the goods,while consumers are those which utilize them, it can frequently be the similar person;however in a number of circumstances, the customer will not constantly be the consumer.Such as, at the same time as the most important consumer of playthings and games arekids, this is regularly the fathers and mothers which purchase them (Gummesson and Mele, 2010). The dis similarityamong the customerandconsumerinfluenceshowyouadvertiseyourproduct;consequentlyyour advertising attempts must object the customer rather than thepurchaser. Play things have to be exhilarating and charming to Child, for them to inquiretheir relatives to buy. On the other hand, if the consumer and customer are identical, forinstance subsequently, as well as highlighting
characteristics similar to style and standing,you would have to feature in the worth of the goods as well as the excellence, whichdemand to the purchaser in place of just the customer A segment adjusted marketing plan allows decisions regarding strength of marketingplans for definite sections as well as is the most important base for expanding objectedand effectual marketing arrangements. The benefits are as follows: Enhanced serving customers’ requirements and needs:The Company can advertisedefinite goods, specially modified to the customer requirements. Advanced proceeds:Businesses can expand first-class sections wherein customersrecognize an advanced price level (Brown and Cave, 2010). Opportunities for enlargement:By segmenting markets, businesses can produce theirown ‘niche’ goods and consequently magnetize additional customer collections. Consumer Market Segmentation:A foundation for segmentation is a feature which differs between collections in a market;however this is reliable inside groups. The best possible foundation on which to sectionthe market rely on particular circumstances and are frequently established by marketexamine, market tendencies as well as managerial decision. TASK 4 P6-Develop a coherent marketing mix for a new product or service. A mixture of several ideas and plans followed by a marketing representative to promote a particular product or brand is called marketing mix. Several concepts and ideas combined together to formulate final strategies helpful in making a brand popular amongst the masses form marketing mix. The elements of marketing mix are often called the four P’s of marketing. Product:Goods manufactured by organizations for the end-users are called products. Products can be of two types - Tangible Product and Intangible Product (Services) An individual can see, touch and feel tangible products as compared to intangible products. A product in a market place is something which a seller sells to the buyers in exchange of money. Price:The money which a buyer pays for a product is called as price of the product. The price of a product is indirectly proportional to its availability in the market. Lesser its availability, more would be its price and vice a versa (Laroche, 2010).
Place:It refers to the location where the products are available and can be sold or purchased. Buyers can purchase products either from physical markets or from virtual markets. In a physical market, buyers and sellers can physically meet and interact with each other whereas in a virtual market buyers and sellers meet through internet. Promotion:Promotion refers to the various strategies and ideas implemented by the marketers to make the end - users aware of their brand. Promotion includes various techniques employed to promote and make a brand popular amongst the masses (Jansson‐Boyd, 2011). Lately three more P’s have been added to the marketing mix. They are as follows: People -The individuals involved in the sale and purchase of products or services come under people. Process -Process includes the various mechanisms and procedures which help the product to finally reach its target market Physical Evidence -With the help of physical evidence, a marketer tries to communicate the USP’s and benefits of a product to the end users. (Dief and Font, 2010) CONCLUSION As per above this research report, in which explain about the marketing process. Marketing play an important role to develop business in the effective and systematic manner. Its help to provide goods and services to customers according to their requirements. In the marketing including buying and selling process of goods. To manage the marketing process through the government of the country regulate some rules and regulations. These regulations are help to provide good quality for products and services to customers and try to give fully satisfaction to them.
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REFERENCES Books and journals Bhattacharya, C.B. ed., 2010. Introduction to the special section on stakeholder marketing. Journal of Public Policy & Marketing, 29(1) pp.1-3. Brown, K.G. and Cave, J., 2010. Island tourism: marketing culture and heritage–editorial introductiontothespecialissue.InternationalJournalofCulture,Tourismand Hospitality Research, 4(2) pp.87-95. Dief, M.E. and Font, X., 2010. The determinants of hotels' marketing managers' green marketing behaviour. Journal of sustainable tourism, 18(2) pp.157-174. Gummesson, E. and Mele, C., 2010. Marketing as value co-creation through network interaction and resource integration. Journal of Business Market Management, 4(4) pp.181-198. Jansson‐Boyd, C.V., 2011. The role of touch in marketing: an introduction to the special issue. Psychology & Marketing, 28(3) pp.219-221. Laroche, M., 2010. Advances in internet consumer behavior and marketing strategy: Introduction to the special issue. Journal of Business Research, 63(9) pp.1015-1017. Lynch Jr, J.G., 2011. Introduction to the journal of marketing research special interdisciplinary issue on consumer financial decision making. Journal of Marketing Research, 48(SPL) pp.Siv-Sviii. Mentzer, J.T. and Gundlach, G., 2010. Exploring the relationship between marketing and supply chain management: introduction to the special issue. Journal of the Academy of Marketing Science, 38(1) pp.1-4. Molesworth, M., Scullion, R. and Nixon, E. eds., 2010.The marketisation of higher education. Routledge. Peter, J.P. and Donnelly, J.H., 2011. Marketing management: knowledge and skills: text, analysis, cases, plans. Plano Business pub., INC. Woodside, A.G., 2010. Brand‐consumer storytelling theory and research: Introduction to a Psychology & Marketing special issue. Psychology & Marketing, 27(6) pp.531-540. Zwick,D.andCayla,J.,2011.Insidemarketing:Practices,ideologies,devices.Oxford University Press.
Online: The marketing process.[Online]. Available through:<http://businesscasestudies.co.uk/mcdonalds- restaurants/the-marketing-process/introduction.html>. {Accessed on 5th June 2017}