Introduction to Marketing

INTRODUCTION TO
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
1. Meaning of marketing and use of 7Ps to create customer value..................................................3
2. SWOT Analysis...........................................................................................................................4
3. Businesses using Ansoff's growth matrix to become successful.................................................5
4. Businesses using digital marketing to improve its performance and growth..............................6
CONCLUSION................................................................................................................................6
REFERENCE...................................................................................................................................7

INTRODUCTION
Marketing play a vital role in business for selling and buying of commodities in order to
achieve the objectives of the organization. In this report, how organization uses marketing mix,
SWOT anakysis and Ansoff matrix in oreder to give customer value and remain competitive in
the market is explained. Also, the role of digital marketing in improving performance and growth
of the organization mentioned. Marks and Spencer is taken as base company. Marks and Spencer
is a British retailer, deals with selling of clothing, home and food products. It was founded by
Michael Marks and Thomas Spencer in 1884, headquartered in London, UK.
1. Meaning of marketing and use of 7Ps to create customer value.
Marketing refers to the promotion of buying and selling of goods and services to the
customers. Marketing is telling a customers why should they buy their goods and services and
tries to convince them to purchase our commodities (Chernev, 2020). Their main aim is to
convert prospect to their customer by creating brand and loyalty towards them which helps in
increasing the sales of their offerings.
7Ps of Marketing
7Ps of marketing helps an organization in promoting the goods and services to the
customers. It was given by Booms and Bitner. M&S uses marketing mix to establish their
product in the market and it has been explained below- Product: Product refers to the commodities that is selling by an organization. These can
be both tangible (good) and intangible (services). Marks and Spencer offers variety of
range of products and services to their customers and also creates a brand image in
people's mind by selling their own labelled products. Price: Price is the amount paid by the customer for a product. Dynamic pricing strategy
is used by M&S in festival days to capture more number of customers by offering
discounts. Promotion: Promotion refers to creating awareness about the product. M&S promotes
their products through different channels such as social media, PR and many more. Place: Places is the geographical area where the products will going to sell. As M&S is
an international brand, they are operating across the globe which is convenience for
people to buy.