Introduction to Marketing

Running head: INTRODUCTION TO MARKETING
Introduction to marketing
Name of student
Name of University
Author note

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INTRODUCTION TO MARKETING
Table of Contents
Introduction................................................................................................................................3
Marketing initiative....................................................................................................................3
Marketing objectives (2)............................................................................................................3
Segmentation, target marketing and positioning........................................................................3
Marketing mix strategies............................................................................................................4
Evaluation and control...............................................................................................................5
Recommendations and Conclusion............................................................................................6
References..................................................................................................................................6

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INTRODUCTION TO MARKETING
Introduction
The report is prepared to develop an effective marketing plan that has been aimed at
spreading awareness among the customers, furthermore to influence their buying behaviours
or purchasing decisions. The topic will present an idea about identifying the target market
and use the marketing mix strategies and concepts to accomplish the desired goals and
objectives, furthermore ensure anticipation of changing demands and expectations of the
customers effectively. Considering the organisation named Australian Research Alliance for
Children and Youth or ARACY, the marketing plan will be developed for making people
aware of the learning needs for children and ensure welfare of children, furthermore influence
them to make healthy choices in life (Aracy.org.au, 2019).
Marketing initiative
The marketing initiative has been focused on the expansion of market demands with
the generation of new customers through implementation of a new market strategy. With the
formation of new customers, the company would likely create awareness at higher level while
at the same time, facilitate the implementation of market penetration strategy, geographical
expansion strategy and new market strategy too (Wrenn, Stevens & Loudon, 2013).
Marketing objectives (2)
The major objectives or goals based on the SMART criteria include:
Specific (S): The specific objective is to identify the various forces that have influenced the
marketing approach or initiative managed by ARACY and create awareness about meeting
the needs of learning, furthermore ensure wellbeing of children

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INTRODUCTION TO MARKETING
Measurable (M): The measurable objective is to promote collaborative research and agenda
setting to the policies and practices, furthermore ensure social justice by providing them with
facilities and creating readiness to learn within a calendar year (Molenaar, 2013).
Segmentation, target marketing and positioning
Segmentation
ARACY must segment the market consisting of large group of people into smaller
segments based on the geographic, demographic, behavioural and psychographic variables
for creating awareness among people in those market segments. The segmentation tools that
can be used by the company are behavioural segmentation and psychographic segmentation
(Fill & Turnbull, 2016). The segmentation could allow for categorising the market
comprising of children with lower income, those who experience health issues, social issues
and are addicted to drinking or other bad habits.
Psychographic
High
consciousness
about wellbeing
of children
Medium
consciousness
about wellbeing
of children
Low level
consciousness
about wellbeing
of children
Behavioural Low income
families
Children
experiencing
health issues
Social problems
Children with