Marketing and management

Explore the concepts of marketing and management with solved assignments, essays, dissertations, and more. Learn about customer relationship management, marketing mix, and competitive advantage. Kellogg's marketing strategy and its competitors are also discussed.

Marketing and management

Marketing and management
Question 1
a.) According to the American marketing Association “ Marketing is considered as the
activity set of institutions and also the processes that focuses on creating, communicating,
delivering and exchanging the offers that have value for the customers, clients and partners”. In
other terms, marketing can be defined as the activities of thee organization that relates with
buying and selling of products and services. It consists of advertising, selling and delivering the
products to the individuals. Also, through marketing it could be easy for the customers to gain
knowledge about the products and services introduced by the company in the highly competitive
market. Marketing can also used as term that is considered to evaluate the need of the customers
and then delivering those products at the right place and at the right time to the customers. It
also helps to boost the sales of the company (Kotler et al., 2015).
b.) The five marketing orientations concepts are
 Production concept: relates with producing and does not focus on the needs of the
customers.
 Product concept: The process starts with the product and then focus is given on selling
the product instead of starting with the customer and then analyzing the needs to sell the product.
 Selling concept: aggressive selling to the consumers.
 Marketing concept: it fulfills the needs of the marketing strategy by boosting the value of
the customers.
 Societal marketing: In this the emphasis is given on what is need of the society and what
will they accept in future (Ranjan & Read, 2016).
Societal marketing is used by the companies in the present scenario. In this the companies
focuses on the needs and wants of the society at the time of introducing the products in the
market. It is also considered to maximize long term and short term welfare of customers. This
concept helps to achieve success and growth in the market.
Question 2
a.) Customer relationship management
It is considered as an approach that helps to manage the interaction process of the company with
their present and potential customers. It can also be defined as a term that relates with practices,
2

Marketing and management
strategies and technologies that organizations uses to manage and evaluate the interaction of the
customer with the main aim of improving the customer relationship service that helps to maintain
the retention of the customers. The main of this is to maintain long term relations with the
customers so that it could be easy to attain growth in the highly competitive market (Badwan, Al
Shobaki, Naser & Amuna, 2017).
b.) The relationship levels companies can build with the customers are many
 Email marketing can be used by the company to boost the relations with the customers.
 Solve the queries of the customers on time is one of the best way that can assist the
companies in maintaining their relations.
 Asking for feedback on the products and services offered is considered as the strategy
that is used to maintain relation with the customer. It creates trust among the customer in relation
to the products and services offered by the company.
 Reactive marketing: in this person sells the products and induce the customers for any
comments or queries.
 Proactive marketing: the companies work with the large base of the customers to bring
improvisation the performance. The companies work on the feedback given by the customers as
it helps to maintain the large market share.
c.) By focusing on the concept of customer relationship management and also by analyzing
the case, it has been noted that to retain and gain the customer loyalty the Kellogg is emphasizing
on offering range of the products with the new products in the market. Also, for the customer
pricing is one of the essential aspects that are considered as the time of purchasing the products.
So the process of the Kellogg’s is kept nominal so that customers can purchase it easily.
The product can also be purchased by the customers and companies focuses on making the
product available in different markets, such as in supermarkets, retail outlet and also through
online platform, the customers can easily purchase the products. The company emphasizes on
engaging and exciting the customers towards the products and services and it is done effectively
by considering the concept of promotion in which communication takes place with the customers
(Peppers & Rogers, 2016).
Question 3
3

Marketing and management
a.) Kellogg balanced its marketing strategy by emphasizing on timely delivery of the
products and services to the customers at the nominal price. Also, there are 4P’s in marketing
mix: Product, price, place and promotion which are considered by Kellogg.
(Source: ER Service, 2019).
 Product: This highlights the range of the products offered by the company to induce the
customers towards the products. Kellogg also emphasized on the same concept and offered some
valued products such as Cookies, cereals, crackers and vegetarian food.
 Pricing: This concept relates with offering the products at the best possible price to the
customers. In relation to this Kellogg offered different discounts and schemes so that it could be
easy to generate the sales and to boost the revenues (Datta, Ailawadi & van Heerde, 2017).
 Place: It is related with the location where the products are easily available for the
customers. The company emphasizes on ensuring that the products are available on the retail
outlets, supermarkets and also now customers can purchase through online medium.
 Promotion: It is a strategy which is considered by the company to boost the awareness of
the customers in relation to the brands. Kellogg emphasizes on delivering, engaging and
considering effective marketing communication. The company promoted its products through
newspaper and magazines which has helped to achieve success (Calder, Malthouse &
Maslowska, 2016).
b.) Kellogg succeeded in differentiating and positioning the products for maximum
competitive advantage in the marketplace by focusing on the concept related to offering the right
4

Marketing and management
product at right price in the right place and also at the right time. This has helped in
differentiating the product in the market. To position the product in the market, the company
focused on considering and balancing the marketing mix that enable the company to position its
brand to boost the sales of the products and service. To achieve growth the company focused on
looking at the new ways that will help to engage and excite the customers towards the products
and services offered by the company in the competitive market (Widuri & Sutanto,2019).
Therefore, it can be stated that these are the strategies that helped to attain success in the market.
c.) One of the competitors of the Kellogg is Quaker Oats.
 It has been analyzed that both the companies focused on marketing of the products in the
highly competitive market. These both companies are the competitors of one another in the
market. To achieve success the companies focused on the different market strategy. It has been
examined that Quaker Oats who is one of the major competitors of the company focused on
mobile strategy to build brand awareness among the customers. In this the company is running
an mobile ad campaign that helps to interact with the new and existing the customers on the
other hand Kellogg is considering the strategy on giving discounts and offers to the customers
that will help to enhance the market share in the competitive world (Williams & Williams,2017).
5

Marketing and management
References
Badwan, J.J., Al Shobaki, M.J., Naser, S.S.A. and Amuna, Y.M.A., 2017. Adopting technology
for customer relationship management in higher educational institutions. International Journal of
Engineering and Information Systems (IJEAIS), 1(1), pp.20-28.
Calder, B.J., Malthouse, E.C. and Maslowska, E., 2016. Brand marketing, big data and social
innovation as future research directions for engagement. Journal of Marketing
Management, 32(5-6), pp.579-585.
Datta, H., Ailawadi, K.L. and van Heerde, H.J., 2017. How well does consumer-based brand
equity align with sales-based brand equity and marketing-mix response?. Journal of
Marketing, 81(3), pp.1-20.
ER Service, 2019. Marketing Mix Introduction. [Online].Available at:
https://courses.lumenlearning.com/suny-hccc-introbusiness/chapter/marketing-mix-introduction/
[Accessed on 25 March 2019]
Kotler, P., Burton, S., Deans, K., Brown, L. and Armstrong, G., 2015. Marketing. Pearson
Higher Education AU.
Peppers, D. and Rogers, M., 2016. Managing customer experience and relationships: A strategic
framework. John Wiley & Sons.
Ranjan, K.R. and Read, S., 2016. Value co-creation: concept and measurement. Journal of the
Academy of Marketing Science, 44(3), pp.290-315.
Widuri, R. and Sutanto, J.E., 2019, January. Differentiation Strategy and Market Competition as
Determinants of Earnings Management. In International Conference on Tourism, Economics,
Accounting, Management, and Social Science (TEAMS 2018). Atlantis Press.
Williams, R.L. and Williams, H.A., 2017. Origins of Today’s Marketing and Branding
Strategies. In Vintage Marketing Differentiation (pp. 1-4). Palgrave Macmillan, New York.
6