Marketing Essentials: A Comprehensive Guide to Marketing Principles and Strategies

This comprehensive guide delves into the fundamental principles and strategies of marketing, exploring its role within organizations, the interrelationship with other functional units, and the application of the marketing mix (7Ps) to achieve business objectives. The study examines the marketing plan of Coconut Bliss, a successful organic ice cream company, analyzing its SWOT and PEST analyses, marketing objectives, core strategies, and tactics. The guide provides a practical framework for understanding and implementing effective marketing strategies.

MARKETING ESSENTIALS
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Table of Contents
Introduction................................................................................................................................3
LO1 Explain the role of marketing and how it interrelates with other functional units of an
organisation................................................................................................................................3
P1 Explain the key roles and responsibilities of the marketing function...................................3
How roles and responsibilities of marketing relate to the wider organisational context [P2]. 12
LO2 Compare ways in which organisations use elements of the marketing mix (7Ps) to
achieve overall business objectives..........................................................................................15
P3 Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives....................................................15
LO3 Develop and evaluate a basic marketing plan..................................................................20
P4 Produce and evaluate a basic marketing plan for an organisation......................................20
References................................................................................................................................26
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Introduction
Since ancient times, marketing has been an essential element that cannot be
avoided or ignored. Marketing covers the understanding of the process,
comprehending the nature of clients, their demands, so that the marketing plan,
forms, deliver quality information and constructs lucrative dealings that drive the
potential clients towards the organizational products and services. Pike (2015) assert
that marketing implicates more than mere performance of group activities in defined
areas or departments of a company (p.122). It is essential that an objective focus is
enhanced in the delivery of value and benefits of goods, services, experience, or
ideas to the clients. Currently, a lot of firms are aware of the value of customer
relationships, hence they are working tirelessly on the development of better and
suitable business marketing approaches. Ideally, the knowledge of the essentials of
international marketing is too elevated within the prevalent market situation. In this
study, the marketing aspects of Coconut Bliss is a business establishment, which is
located in Eugene, Ore. Will be focal. Coconut is a food-based organization that has
a B2C market arrangement with few employees whose annual income is almost $
5muillion per annum. The objective of the high revenue is to position clients in the
company’s marketplace. Therefore, marketing occupies a major component of
Coconut Bliss’s budget.
LO1 Explain the role of marketing and how it interrelates with other functional
units of an organisation.
P1 Explain the key roles and responsibilities of the marketing function.
Marketing functions such have key roles and responsibilities in any organization that
can be very effective in developing and enhancing the business. Buying, market
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information, risk taking, financing, selling, transporting, storing and standardization &
grading are the universal functions of the marketing that company needs to maintain
properly for getting the best outcome. Marketing department plays a vital role to set
up the relationship between customers and organization. Coconut Bliss is an
organization whose marketing function has been done effectively and successfully.
The marketing department works in different ways to improve the condition of the
business. There are some responsibilities, which the marketing team follow to
achieve the goal of the marketing company.
Market Information
The marketing team of Coconut Bliss works to gather market information which is
necessary to improve the pricing, packaging system, media selection process of the
company. The marketing team gathers information from the society to improve the
products. The marketing department of the company takes some strategies to
improve the business condition of the company.
Buying
The marketing team is also responsible to provide proper information to the
customers so that customers are attracted by the products and they take decision to
buy the particular products. Actually, marketing team works to improve the quality of
the products. The marketing team of Coconut Bliss works hard to increase the
quality of its products. Therefore, it is the responsibility of marketing team to improve
the quality of products.
Risk Factor
On the other hand, the marketing team helps to solve the risk factors of a company.
Coconut Bliss faces various problems which are harmful for the company’s
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reputation. The marketing team takes responsibilities to overcome the risk factors
such as quality related issue of the products. Coconut Bliss faces the problems
related to the product quality. Then, the marketing team takes proper responsibilities
to solve the problem.
Financial Condition
On the other hand, marketing team helps to improve the financial condition of the
company. The financial condition of Coconut Bliss is reduced because of the
economic recesses. So, marketing team works to make better promotion of the
company.
Selling
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Selling can be considered as the most important factor that influences the profitability
of the company. An organization needs to focus on the requirements of the
customers for enhancing the business. Marketing concept and selling concept are
included in this marketing function. According to the researchers of the world, selling
has more importance comparing to other marketing functions because a company is
completely dependent on selling for enhancing their business. Hence, the Coconut
Bliss also gives more importance to their selling unit for enhancing their business.
Transporting
An indispensible function of the marketing is transportation. Carrying the raw
materials, product or any other important goods from production to consumption
place is done through the transportation. Buying, assembling, selling, storing etc are
the marketing functions that can be facilitated through transportation. Hence, it can
be considered as that the entire economy and development depends on a well-knit
system of the transportation.
Storing
Storing is another important management function that is used for storing raw
materials or storing product of the organization. Actually, it involves in holding and
preserving the goods of an organization.
Standardization
Standardization plays a crucial role in the marketing. Selling and buying process are
made easy and more effective through it. People prefer to buy a product by
measuring the grade of the product. Standardization of the products has the ability of
creating a huge difference in the market comparing to their rival companies that can
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be very helpful in enhancing the business. Coconut Bliss is also focusing on making
standardization in their product for achieving the best outcome.
b) The marketing concept and future trends of the marketing process
The marketing process is fragmented into about five key aspects that predict
the marketing concept of Coconut Bliss Company. These aspects of marketing
include the contemporary as well as imminent styles for an effective marketing plan.
The concepts involved in marketing are manufacture, product, retailing, marketing
and communal in that order.
In the Manufacture or production concept, the basis of the argument is on the
perception of the consumers and how it depicts the inclinations among them for
certain products. For example, McDonald (2013), opines that issues of quality and
cost-friendly prices are among the commonly acknowledges factors that affect
manufacture (p.7). Therefore, an organization’s operational dimensions ought to
focus on the higher levels and rates of manufacture.
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Furthermore, the product/service concept allows clients to relate and select
the kind, size, quality, color or products or services they want. They may base on the
quality, money value, or innovative approaches engaged in the production of such
products. The product element denotes that the customers can only be retained if a
company produces products or services, which the customers gain benefits from all
the time they acquire them. Moreover, the selling concept in the contemporary
society purports that consumers go for goods or services that have been highly
promoted and become predominant among the target consumer population.
In addition, the marketing concept elaborates the need to pay attention to the
target customers in the delivery of services and products. The customers are the end
product or service recipients, hence the marketing should address their needs, taste,
preferences, and answer their questions or worries. Moreover, the stiff competition
and volatile market situations demand delivery of higher value products in terms of
eco-friendly, durability, and service provision. Consequently, the marketing concept
must depict that there is brand value in products and that the target customers are
the key people to whom the value is focused. A successful enhancement of the
brand value obviously encouraged the customers to be inclined towards a
company’s products or services against the rival firms.
In the ultimate concept of societal marketing, the principal focus in the
requirements and demands of the target customers. According to McDonald (2013),
the consumers will prefer a company’s brand over the other generations in the
marketplace is it lacks the needs and requirements of a community (p.9).
a) Environmental roles and responsibilities of marketing
In the contextual discourse, the marketing setting calls upon management of the
environment through effective plan and execution of a number of marketing
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concepts. Some of the concepts are the promotions, prices, sales, and distribution of
products to the target audience.
The marketing management involves specialized processes of planning and
implementing the various marketing concepts through checking on the pricing,
advertising, circulation, and sales. Marketing serves several roles such as:
The Market strategies are found within the role of marketing and generation of
the business organizational marketing strategies and planning (Jefferson, & George,
2014, n.p.). The business establishment’s managers must acknowledge the
requirements and the needs of the target customer network for them to provide
relevant products and services. The generation process for marketing approaches
brings out an equilibrium between organizational objects and market prospects.
Marketing information system also abbreviated as (MIS) provide the
information about the different market approach factors such as controlling,
implementation, producing and planning of manufacture, and marketing processes.
For instance, MIS depict the information concerning the logistics of a real-time
business foundation through which the distribution of work network is eased.
Observing of marketing environment in order to identify the critical and new
developments in the market. Through such developments, an organization is able to
build up an objective and constructive response action n product and service
developments within the organization. Such new advances encompass the varying
market mannerisms, the socio-economic militaries, the market’s internal and external
adjustments alongside the changes in the political and legal processes.
The marketing research role is another critical aspect of marketing because it
helps an organization see the trends, the requirements or communication for the
potential customers (Jefferson, & George, 2014, n.p.). Through marketing research,
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an organization learns about particular products, services, prices, market pool and
prospect consumers who have to be targeted in the marketing process. It also helps
one know the best communication form and media based on product, industry, and
age aspects.
In the market segmentation component, the volatility and inconsistency nature
of the global era market must be considered (Howell, 2015, p.30). An accurate
segmentation must be depicted from the marketing process so that customers have
the ability to identify or associate the firm with certain form, shape, color, quality,
pricing or goods or services. In this case, diverse markets must be incorporated into
the marketing process.
The final brand equity function serves in satisfying the needs and demands of
the customers. Consumers go by certain brands of products, which the marketing
team must know so that what they market for the clients is attracting them.
Furthermore, to build an organization’s reputation, a firm must have a strong brand
value that helps direct a jam of clients towards products.
d) Key aspects of marketing functions and interrelations organizational units
Marketing functions encompass many diverse roles such as a distribution
system, advertising, and finance among other functions. As the market is
progressively taking shape alongside the whole value chain, marketing is not the
only obligation of the marketing function. However, other functions are involved (Roll
2006, p. 26). Given that there are many functions within the organization, this
requires a more cross-functional coordination of marketing with a firm awareness of
all the components in the value chain with the inclusion of skills within purchasing,
engineering, logistics, manufacturing, accounting, and finance. The primary
marketing functions aspects are discussed as below:
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Research
Market research plays a crucial role in any business establishment.
Considered to be among the significant utilities, it enables the company to get some
valuable information on all factors affecting business processes. Generally, it is
impossible for an organization to carry on with business without research. This
element does not only produce information that is relevant to the market but ensures
that other business prospects like logistics are attained. According to Al-Shatanawi
(2014), market research enables an organization to establish who the target market
is and what these customers feel about the product or service before they are made
available to the public (p.2). As such, it offers all the relevant data that is necessary
for solving all the market challenges that a business is most likely to face. In fact,
strategies of market division and product differentiation are impossible without
market research. Therefore, research serves as a key marketing function in an
organization.
Strategy
After carrying out research, data collected is to be processed to gauge the
strengths and weaknesses of the business operations. The data processed can push
the organization to arrive at strategies that can be employed to reach the required
goals. This will serve as a guideline that will direct the organization to compete
effectively in the market environment. The idea of strategic marketing enables
business organizations, individuals, or groups access the requirements or value they
deserve. Generally, approaches are established over all the convincing outcomes
and possibilities that are measured using research.
Planning
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Once an effective research and tactic process has been achieved by an
organization, the market plan procedure must follow. The marketing department has
a duty of planning financial requirements, predicting the sales figures, disseminating
the figures, communicating the financial marketing plan, before dealing with other
aspects within a business (Pike, 2015, p.123). A set planning timeline must be made
so that key approaches in the conversion of organizational goals into performance
are seen.
The fourth key marketing role is known as tactics and they involve both small
or immediate plans that are executed in order to impress the target customers. The
tactics involve a restricted time offered for the provision of a promotional boost in the
marketing plan. In this case, offers to entice the customers have to be used with
messages that draw the attention as well as demand the action of the consumers.
They have a role in cornering the initial pressure that rival companies had set while
boosting sales in a firm.
The analysis indicates above and the evaluation of key aspects major as the
primary aspects of the marketing functions. The relationship between the major
marketing meanings and other organizational serviceable components are clarified
below:
How roles and responsibilities of marketing relate to the wider organisational
context [P2].
As stated by Pike (2015), the current marketing as well as all the ideas, which are
affecting the present day marketing, can be taken into consideration as a sample of
the combined business purpose, which also confirms the accomplishment of the
company’s operations inside the marketplace. In case of each companies consisting
Coconut Bliss, there are certainly an amount of practical units like the economics,
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research as well as improvement plus the manufacture section for them to perform
their work efficiently in the direction of the accomplishment of the company.
Production Department as well as the marketing section – The "marketing
department" can contribute to the production department to offer various services
that can be offered to the company's consumers. In fact, if it is effectively done, the
marketing department can also create a longing for the products among the
customers in the market. It will provide extensive use and applications to support the
demands of products and services in the market (Kotler, 2012).
Both the productions and the marketing department must work hand in hand to allow
the marketing department to review and make appropriate plans to meet the current
and future needs of the organization's clients. The design of the services can also be
delayed according to the requirements of the customers who have been collected by
the marketing department in this way. In addition, the marketing department can set
reasonable deadlines to expand the general capabilities of the production
department, thereby improving their skills.
Research and the development wing and the marketing department- The
marketing department can really support the R & D area by providing new and
effective ideas for developing new products or services. These ideas are developed
using the data collected by the research conducted by the organization. In fact,
marketing researchers can provide an effective idea for the different types of
products demanded by customers. They also provide an effective idea of which
products are more marketable and what different characteristics customers prefer
(Bakeman and Hanson, 2017).
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Sales and the marketing department- The sales and marketing departments are
considered both sides of a coin and are always interwoven in all respects. In most
organizations, these two departments work together to meet the needs and needs of
the organization's clients and help the organization to produce more products (Kotler,
2012).
Finance and the marketing department- The marketing plans thus made and
implemented always contains huge amount of financial information for both the
existing as well as the new products. In case of Coconut Bliss the marketing serves
the role of a supporting management that is capable of supporting the financial
decisions that are adopted by the organization. The marketing also gives idea of the
sales forecasts that are likely to be experienced by the application of the different
marketing strategies thus developed by the organization.
Human Resource department and the marketing department- As discussed by
Almasri et al (2013), the marketing as well as the human resource department need
to work together to ensure that the individuals with appropriate skills are recruited.
The staff should have effective research skills as well as effective enough in meeting
the production targets. In accordance with the marketing department as well as its
needs the human resource department need to organize the different training and
development skills for enhancing the skills of the individuals as and when needed
(Howell, 2015).
The above sections have proved to be effective enough in establishing the need for
the different departments to maintain a proper inter relationship among them.
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LO2 Compare ways in which organisations use elements of the marketing mix
(7Ps) to achieve overall business objectives
P3 Compare the ways in which different organisations apply the marketing mix
to the marketing planning process to achieve business objectives.
In any market planning process, a marketing mix is employed while looking
forward to achieving organizational goals. The application of this mix requires a
business organization to utilize diverse methods based on the company’s market
size, demographics as well as the company’s products and services (Kotler, 2012,
p.130). Essentially, the marketing mix as a tool enables marketers to comprehend
the product. Applications that are common include the 4P’s marketing approach that
entails the product, price, place, and promotion that was expanded to 7 P’s after an
addition of three more elements that are the physical evidence, people and
processes.
Even though Coconut Bliss is simply a small business organization, it made a
great impression on the national market when it started due to its customer-focused
strategies. This was also attributed to the genuine passion of the customer-centric
approach as well as the applying the protracted marketing mix by the firm (Gerhardt,
Hazen, and Lewis, 2014, p.271). While there are many organizations both large and
small that spend large financial cost on the marketing processes such as promotion
and advertising, development and research, they find it difficult to get sound
responses like that of Coconut Bliss Company. Apparently, the key reason that
contributes to the successfulness of the company is due to the fact that it
understands its market and customers through marketing essentials. The tools build
the organizational strategies and goals using a customer satisfaction strategy.
According to Kotler (2012), the use of a marketing mix process in market planning is
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focused on the pricing structure, product dimensions, promotional activities and the
place of selling the product (p.134). The expanded mix employs the significance of
delivery processes focuses on people while providing the physical evidence to
customers.
Almasri et al (2013), an organization should align its major objectives with its
informational strategies (P.2). As such, executives will be required to implement the
company’s performances with both its strategies and processes. In fact, the
alignment will have a direct influence in reaching the business objectives and goals
and will heighten creativity and innovation in the organization’s atmosphere. Besides,
it will directly affect the enhancement of decision processes by making it more
devolved. Many business organizations use different tactics to achieve their
respective business objectives as stipulated in their organizational cultures. In the
case of Coconut Bliss, the company employs 7Ps of the marketing mix in its market
planning processes as a way to arrive at its business objectives. Similarly, Marshfield
ice Creams company of UK utilizes the process of market segmentation that involves
the definition of the market, creating of market divisions, assessment of varied
segments for particular benchmarks, and creation of segment procedure (Howell,
2015, p.37.). Besides, the company evaluates the attractiveness of the segment,
selects the target market, positions strategy and analyses feedback.
Coconut Bliss Fun Cream Foods Ltd.
Product In case of products of this
company, it can be stated
that this factor depicts
about the excellent quality
of its products and
The product of this
company includes the
range of small packages
to the gallon packages,
which also includes over
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services, which the
company is offered to the
clients. It can also be
stated that the range of
their products includes
small and large cups,
party packages, candy
sticks and other.
90 verities. IN the market
the company is renowned
for its excellent product
quality plus creative
flavour of their products.
Price On the basis of present
market requirement along
with the consumer
demand, the company
implements their
marketing strategies in an
effective manner. Besides
that, based on the product
quality and quantity the
company set the rate of
products effectively.
In this company, the
product price carries from
$5 to $570 based on the
gallons.
Place Coconut Bliss ensures that
its products are available
at the convenient location
to its customers (Lily,
2014). As such, the
company’s stores are
In this factor, it can be
stated that the company
producing their products
based on the demand of
markets plus demand of
the consumers.
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positioned near its target
customers and therefore
all deliveries are made
promptly.
Promotion Given that Coconut Bliss
is a B2C organization, it is
majorly focused on
personal selling. The key
promotional processes
that it employs include
sales promotion, and other
promotions through the
social media.
In order to promote their
products and services, the
company applied different
types of strategies (e.g.
advertisement through
social media, leaflet
distribution, advertisement
through TV, radio and
others).
Process The processes include the
company’s services and it
embodies the manner in
which they are consumed.
Generally, the company
delivers its products to the
customer with a smile to
create a consumer’s better
buying experience.
In this factor, it can be
stated that the better
quality products and
services are involved in
this factor. Process of this
organization also includes
different types of
promotional activities and
marketing strategies.
People The company considers its
management team,
employees, and
The stakeholders,
shareholders, consumers
are the targeted audiences
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customers as essential
part of the organization
(Lilly, 2014).
for this company, who are
considered as the people
in this marketing mix for
the company.
Physical Evidence In case of the physical
evidence for this company,
the marketing procedure
and advertising processes
can be taken into
consideration.
Based on the value of its
brand name and image, it
can be depicted that the
company involves in
various process of
marketing and advertising.
Coconut Bliss Company utilizes the 7P’s marketing mix as follows while
striving to achieve its goals and objectives.
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LO3 Develop and evaluate a basic marketing plan.
P4 Produce and evaluate a basic marketing plan for an organisation.
Executive Summary
The marketing plan of Coconut Bliss ought to conduct an in-depth research in the
market for that is the only way it will comprehend the primary aim of the products and
services within the company. The marketing procedure is an initial figuring out of the
main important features of the products within the company and what perceptions it
creates among people.
Company Overview
Luna and Larry’s Coconut bliss has first inspired the use of coconut mill in to their
cuisines. Combining the flavours from organic coconut milk and agave they created
bliss to ice-cream innovation. The main aim Luna and Larry viewed to bring dairy
free and gluten free ice cream and make high quality organic ice cream.
Business vision and mission
The main aim Luna and Larry viewed to bring dairy free and gluten free ice cream
and make high quality organic ice cream. The concentrated on great taste ice cream
flavours without using dairy products.
Current Marketing Situation Analysis
The current market analysis depends upon two major processes consist two
analyses in the marketing plan the swot analysis to identify the internal marketing
plan and the PEST analysis to identify the external analysis.
Internal analysis (SWOT analysis)
Strengths Weaknesses
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 It enhances the brand value and
image globally
 Organic ice creams shows better
healthier aspects than the
conventional ice-creams
 Avoiding strictly to the use of
harmful chemicals, hence
balancing the ecosystem
positively.
 Organic value is quite higher than
to the general ice creams,
Therefore it is not that pocket
friendly
 Adoption of Pricing strategy in the
organisation
 Fewer variations in the product
hence need of new innovative
ideas to value the product.
Opportunities Threats
 Organic consumption has shown a
rise in the recent preferences of
the customer.
 Organic ice cream market has
shown the effectiveness the trend
in maximising the credentials in
the industry.
 Creation of value chain in the
concerned marketplace.
 Product price has been a threat to
the product acceptance.
 Competitions and company
involvements in organic market
has been increased now
 Natural availability of the organic
products or raw materials has also
shown the raise in its prices.
External analysis (PEST analysis)
Political  Developing within the local states and globally
 Co-operating with the government laws affectively
 Good environment
Economical  GDP growth in the international organic ice crteam
market.
 Inauguration or outsourcing it operations globally to sub-
contract and control the fluctuation in demands of the
potential consumer
 Collaborating with the raw materials suppliers or organic
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materials in the place.
Social  Keeping on the social factors reflecting the obesity
problems, organic ice creams has shown effective cut
down of fat percentage in the product.
 Adopting the multicultural work-environment within the
organisation.
Technological  Adopting technological advanced infrastructures like,
refrigerators, transport facilities, storage availability, and
equipments in the organisation.
 Attractive packaging of the product.
Marketing Objectives
The marketing objective of the organic coconut bliss is to create the acceptance
within the organisation. To attend such objective the organisation needs,
 To increase the sells point by 10%,
 To increase the share market effectively
 To build a target market in identifying the scopes in the market.
Core Strategies
The core strategies for coconut bliss can be reflected through 4ps in respect to
attend a successful marketing plan.
Price caters to the value of the goods and comparative counter with the business
rivals. Price is among the basic essentials in the marketing mix of Coconut Bliss
(Jain, 2013, p.3) Therefore, the organization should start by evaluating the
competitors and establish a competitive price that will attract the customers.
Products cover the quality, brand features, and customer service that go along with
products when consumers need them (Baines, et al. 2013, p. 135). In Coconut Bliss,
there should be the fulfillment of customer requirements and needs of the
consumers.
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Promotion involves the effective communication, direct marketing, promotions
among the clients.
Place includes the location of the store and how approachable it is for the target
clients in allowing delivery of services. If it is e-commerce based them the platform
website matters in ensuring that a company grows when goods are available for the
customers.
Segmentation, targeting and positioning (STP)
The STP of Coconut Bliss will be to identify the position of the organic acceptance
within the market place. In order to understand the preferences of customers in
terms to dairy over Coconut or vice versa, identification of market is needed. The
product variety in an innovative aspect is required to hold the market.
Tactics & Action
It is important that the organization develops a deeper understanding of the
prospective customs. As a small firm, the organization must ensure that they work on
the establishing why the consumers would be interested in the marketing processes
or Coconut Bliss (Dibb and Simkin, 2013, p.87). As such, the surety of the product
delivering the requirements of the customers and sustaining the market is critical.
Therefore the tactics combines the following that to be taken.
 Besides, the company ought to identify its target customers so that the market
plan parallels the needs of that group. The company ought to be clear about the final
consumer to whom their products have to reach and create or plan the marketing
process accordingly.
 Coconut Bliss company must recognize their business rivals who are going for
the target consumers, their marketing strategies, the weaknesses, and strengths
within it and any other essential information so that they market products effectively.
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 It is essential that the management of the company assesses and research on
the marketing strategies relevantly so that they propose a suitable budget and cover
for all the needs and goals of the consumers within a particular timeline (Dibb and
Simkin, 2013, p.100).
 Through effective marketing channels and activities like digital media, blog
content publishing, pictorial and movie marketing, Coconut Bliss should see how to
market the organic ice creams and embrace the target audience within the
metropolitan.
 In the evaluation of the marketing plan and monitoring of the results, the
company must check on how effective their marketing plan is.
Budget
MARKET ANALYSIS £150,000
Production £350,000
Promotion £210,000
Distribution £55,000
Total £765,000
Control
Controlling the work in progress of the production process in developing new flavour
products is in need. The application of marketing plan within the company is
essential to ensure the management system perfectly.
Conclusion
The overall observation is that marketing element is inevitable in an
organization that is meant for profit-making. Through marketing, organizations create
a reputation, they publicise goods and services, learn market trends, compete
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against rival companies, and manage to sell more products. Even though marketing
may be seen as a simple and ancillary activity, it is actually a primary component
that takes the largest part of a company’s time, resources, and funds. Almost all
departments rely on it for production, communication, selling, and evaluating the
functionality of an organization. Various functional marketing aspects and
departments must engage in the marketing process at one time. The environmental,
financial logistics and networking components should not be ignored in the marketing
plan, dissemination, and performance because they could result in losses and faults
in the performance is activities. The evaluation of Coconut Bliss Company proves
that they bank of the 7p’s of marketing which includes, people, place, price,
promotion, process, physical environment, and product. Nonetheless, there is a need
for more effective planning, budgeting, customer-based trends, online or digital
enhancement, and assessment of the results of their marketing processes.
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