Marketing and Communication - Part 1

Running head: MARKETING AND COMMUNICATION
Marketing and Communication – Part 1
Student name
University name
Author note

1
MARKETING AND COMMUNICATION
Table of Contents
Introduction...................................................................................................................... 2
Analysis............................................................................................................................2
Evolution of Marketing..................................................................................................2
Marketing Environments...............................................................................................4
Marketing Strategies.....................................................................................................5
Marketing Mix............................................................................................................... 6
Conclusion....................................................................................................................... 8
References.......................................................................................................................9

2
MARKETING AND COMMUNICATION
Introduction
In this report, the private hire services organization from United Kingdom,
Addison Lee would be considered for tending to the advancement of their marketing,
their marketing environment, marketing methodologies and marketing mix. Addison Lee
has been present in the UK market for over 40 years and their primary business
operations are centered on giving a scope of services that incorporates same day,
mobile, global and client centered delivery with the assistance of private jets, taxybikes,
coaches and minicabs. At first it was a business to business organization, after which
they extended their product/service line to customer. A part of their business
experiences the organization's mobile app and a quarter of their traffic is directed via
their website. They uncovered a fresh look and feel as a feature of their rebranding
procedure in 2016 (Addison Lee 2017). They are to a great extent devoted towards their
personalization technique. With Uber having lost their working permit in London,
Addison now have a chance of extending their customer base and procuring a vast
share of this market through technological incorporation.
Analysis
Evolution of Marketing
The four main elements that would be considered in the evolution of marketing
are production orientation, product orientation, marketing orientation and selling
orientation.
Production orientation standard communicates that any product can be sold
expeditiously if the product quality is high. This theory relies upon the economies of
scale, which propose getting cost advantage without exchanging off with the idea of the
product. Along these lines, the affiliations were focusing on accomplishing cost
reasonability by getting most diminutive yield (Babin and Zikmund 2015). Regardless,
this business model became outdated as the marketplace wounded up discernibly
worldwide and swarmed.

3
MARKETING AND COMMUNICATION
Product orientation deals with the idea of its product and resembles the
production orientation. This infers the sole centralization of this business model is on the
idea of the product. Along these lines, this business model will focus on the research
and development frames in the firm (Baker and Sinkula 2015). In this way, the
affiliations should proceed always roll out improvements of the idea of the product so
the affiliation can propel, pushing forward with the conviction that any flawless product
would have the ability to viably offer itself in the market.
Selling orientation is nullifying the product and production orientation and is
revolved around the utilization of the promotion and selling of a product. This business
model focuses on the sales orientation of the affiliation. Along these lines, this model
will focus on the powerful establishment of association between the affiliation and the
customers (Goad and Jaramillo 2014). The business model will try to perceive the
necessities of the purchasers and fulfill profit maximization with tools of advertising and
marketing.
Marketing orientation is the alteration of selling orientation design of activity,
which prescribe that the affiliation will attempt to recognize the necessities, needs and
the requirements of the clients and layout the products in perspective of that factor
(Najafi-Tavani, Sharifi and Najafi-Tavani 2016). Associations that take after this
orientation delineate their activities as service practices that improve the situation of
satisfaction of the customers. This business model is the most developed and is the
eventual outcome of the evolution of the business state of the affiliations. This shows
clients had transformed into the primary purpose for the business.
Addison Lee is following the marketing orientation technique for reacting to what
their customers are asking. This can be identified with events, for instance, changing
the orientation of the business towards the clients. By re-trying their look for their £5m
marketing campaign, the affiliation has directly gone into battle with its opponents. Their
marketing procedure focuses on their settled brand values and their business
customers. Addison Lee puts an extraordinary focus in their marketing actions,
guaranteeing they are giving acceptability, quality and appropriate customer service to
their customers and using their correspondence channels. The affiliation has combined