MARKETING FOR BUSINESS

This report explores various marketing techniques that can be applied by local businesses to increase sales, the use of marketing techniques in different organizations, advantages and limitations of marketing, the role of marketing research in developing a marketing plan, and the impact of cultural differences on marketing messages.

MARKETING FOR BUSINESS

Contents
Introduction...........................................................................................................................................3
Marketing techniques that could be applied by local businesses...........................................................3
Use of marketing techniques in the marketing of products in range of organization.........................5
Advantage of Using Marketing..............................................................................................................6
Limitation and Constraints of Marketing...............................................................................................6
Use of Marketing Research for Development of Marketing Plan..........................................................7
Cultural Difference can alter Marketing Message.................................................................................8
Conclusion.............................................................................................................................................9
REFERENCES....................................................................................................................................10

Introduction
Marketing is a process by which its service and product depend on its promoted potential
customers. The overall marketing work depend upon promotion, sales, advertising, and
public relations etc. most of the success of business is dependent upon its marketing and
"heart of business lies in its marketing only. By marketing companies may sometimes
close and also its sales may crash. This report explains the marketing techniques that can be
used by local businesses to increase their sales. It also defines some of the marketing
techniques that are used by range of organizations. This report explains the advantages and
limitations of marketing techniques. It also explains the use of market research in developing
marketing plan. It also defines the effect of culture on marketing message.
Marketing techniques that could be applied by local businesses
Marketing is important for the organisations as it allows the products and services to be
showcased to the customers and make them realise the benefits of the products and services.
For this it is important that the organisation can effectively communicate the product and
service features. The impact and cost of different marketing strategies is different and
organisations need to effectively choose these strategies based on their budget and marketing
goals (Behal and Sareen, 2014).
Some of the marketing techniques techniques used by the organisations are explained below
Direct Marketing: Direct marketing is used by the organisations for having a direct
conversation with customers and their prospects through fliers, mail, texts, and also other
promotional materials (Malhotra, 2015). Following figure shows the different component of
direct marketing which are used by the organisations:

Call to Action (CTA) Marketing: This marketing is used for in converting the web
traffic into leads and sale of website by using Graphics; using text, or other elements of web
design. CTA is an instruction given to the audience for taking in an action. This is typically
in the form of a button. As the visitor clicks a button he is landed on a piece of content. This
improves the online visitors percentage through customers or who join in mailing list.
Word of Mouth Marketing: Word of mouth is defined as giving or providing
information from one person to another or from person to person also. Many customers share
their viewpoints related to brands they love and their view point’s influences the other
customers. Earlier the word of mouth was communicated only orally but now the customers
can also share their view point using social media channels also.
Content Marketing: It's done by writing and publishing content to its customers related to
its service and Product (Malhotra, 2015). The objective of content marketing is to create,
publish and share content so as to build the brand image of the organisation and connect more
customers with the brand. For effective content marketing, organisation needs to plan the
appropriate content marketing strategy, create and distribute the content, assess the
effectiveness of the content and optimise the content. The following figure explains the
content marketing cycle:

Diversity Marketing: Diversity marketing is a marketing paradigm. As per the paradigm, it
is a medium using which organisations can connect with different individuals from different
backgrounds. For making connect with the customers it is important for the organisation with
the values and belief of customers. Diversity marketing focuses on segments related to its
worldviews, specific needs and expectations, belief etc.
Use of marketing techniques in the marketing of products in range of organization
Seasonal Marketing: Seasonal marketing helps in increasing the sales of particular type of
product in particular season because of events like national holidays or in changes of weather
(Serrat, 2017). For instance during the time of Valentine's day, Hallmark earns more
portion of profits and they turn the business season by seasons in this way they can
become more relevant in their lives.
E-Mail Marketing: It is used by the organisation to reach the customers by reaching the
customers through email (Rollins.et.al, 2014). For instance in industry tradeshows the
organisation gets the emails of the customers by sending newsletters and product catalogue
PR Marketing: This market is known to be as strategies market in public relations. In many
cases where things go wrong, this PR marketing strategy is vital. For example, Steve Jobs
was alive , he launched a product APPLE which was held in a major conference and now
it's being running by new APPLE CEO and CMO.

Scarcity marketing: This marketing strategy provides information about how much
product are available at a time. Many companies follow this marketing because of the
difficulty of higher quality if products and acquiring raw material (Kaur and Sharma, 2017).
For example, the Chinese edition car of Rolls-Royce named Phantom was quickly sold in
spite of its higher cost as it was scarce.
Online Marketing: This is a new form of marketing which has propagated by commerce in
the internet, online marketing can get attention of customer's in any way. Most of the online
markets are in today time became a mix growth of hacking strategy such as A / B testing
taken to the max. For Example - insurance company are known to be as a effective online
marketing Geico who simply ask their users to enter zip code for an instant quote for
better saving.
Advantage of Using Marketing
Promotion of their business : this can be done by getting the recognition and targeting
audience across a wide ranging or in specific market by using marketing techniques
(Karimi and Naghibi 2015).
'Spend money to make money': For improving the businesses profits, marketing techniques
can be implemented. This is advantage of marketing that it has ability to boost sales. Thus
cost involved in marketing techniques is paid back through increased sales (Armstrong et al.
2015).
Over a time potential members of public and customers will begin to associate their brands
and logo etc. Marketing techniques are also used to reach to the end consumer in the form of
brand image and logo for recognition.

Limitation and Constraints of Marketing
The first limitation of marketing is the cost involved in advertising and marketing. The
market research conducted by companies involves both cost and time. Sometime, the market
research gives negative answer and all efforts go waste (Charter 2017).
Marketing for any business involves time investment. The time is required for making
appropriate marketing strategy, preparing and designing advertisement, getting advertisement
published and receiving feedback of customers. The constraint here is the time wasted on
unsuccessful marketing campaign.
Marketing techniques are not one time investment. They are required to be consistent and
hence involve time and money. It increases the cost of production of the goods and services
(Hollensen, 2015).
Use of Marketing Research for Development of Marketing Plan
Market research is used to study new product performance, new product ideas and
marketing positions. This plan improve customers satisfaction and sales as well and it
allows the company to introduce a targeted marketing plan.
Market research can improve their marketing plan by giving companies concrete
feedback regarding its service and product (McDonald and Wilson, 2016). To define their
target, service image, price of appropriately and position of Product Company can use all this
for their marketing plan.
Market research help companies to prepare marketing plan which is focused toward target
audience. Market research is not only conducted for new product development but also to
identify the satisfaction level of customers with current product. Market research can be
conducted with the help of various companies which are specialised in conducting research.
A company can enter into contract with market research agencies to study the market and
collect information on timely basis (Babin and Zikmund, 2015).
Thus, market research provides an overview of customer’s perception towards the products
and services of the company. On the basis of market research finding, companies can develop
their business plan. A company may lose sales opportunity without the knowledge of facts

that can be gained through market research. Thus, market research helps in framing market
plan which is important for deciding the direction of company’s growth.
Cultural Difference can alter Marketing Message
To have a good marketing message , an organization must take a consideration about
cultural influence of society related to its new product and people make decision about
consumption of new brands on these influence (Solomon 2014).
Value: Value of society indicate that what can be unacceptable or acceptable
behaviour in some countries like Japan people makes purchasing decision depending upon
it's group welfare like family. In the U.S. more individualistic, citizens making purchase are
based on personal preference (Crane et al. 2016).
Rituals: It is a type of behaviour which can be learn and repeated. Rituals main focuses are
upon life events that how it conducted such as birth, marriage, graduation, funerals in
different cultures. Life is also about having a particular day dinner in favourite restaurant and
watching television show at a certain time. It also plays important role in marketing
strategies about how they focus consumers’ needs every day interaction and they can
utilize this interaction into promoting and selling their products or service.
Symbols: Symbol in cultural influence indicates the people language which includes both
unspoken and spoken one. And there are other forms of culture symbols are like drama,
dance, folklore and music (Baldassarre and Campo, 2015).
Thought Processing: It varies with different cultures, this
would even affect marketing message is way of perceived. People who are part of one
culture may take in whole picture in an advertisement and able to report specific details of the
things they have seen.

Conclusion
Marketing is all about explaining the consumers of your products or service and how it is
different from other committers. It mainly includes the concept and creating of service and
product, promoting it and moving it through the proper selling channel. Types
of marketing are internet, radio, television advertising, and print media etc. These marketing
techniques can be very beneficial for local businesses to increase their sales. The only
constraint of marketing techniques are the time and cost involved in it. There are various
marketing techniques which either involves no cost or very less cost. It is important to
conduct market research before developing any marketing plan. Market research can
improve their marketing plan by giving companies concrete feedback regarding its
service and product. Marketing plan is required to decide the correct medium to define the
image of the company and use of product to end consumer. The message to end consumer
changes with difference in their culture. Thus it is important for companies to understand the
culture and values of its end consumers.

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