Contemporary Issues in Marketing

Contemporary issues in
marketing

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Marketing process..................................................................................................................3
About the company.................................................................................................................3
Concept of marketing mix......................................................................................................4
When a new service or product is established, how the marketing mix is employed............7
Significance and nature of marketing mix in the marketing procedure.................................8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing knowledge combined with technological and sociocultural changes, provides
solid evidence that marketing perspectives from the past, conventions, and practices are not at all
satisfactory. Modern concerns in marketing is a wide-ranging, latest, and leading-edge resource
for a comprehensible understanding of current issues in marketing. By combining theory with a
practical perspective, it consistently address common challenges in the world of marketing
(Alshehadeh and El-Qirem, 2022). The report is prepared on the case study Enterprise Cars
explaining the significance and nature of marketing mix in the marketing procedure. Enterprise
Rent-A-Car is a continuing victory story. It was originated in 1957. It is one of the biggest
transportation solutions supplier worldwide. The report analyses the marketing procedure in the
modern business perspective. It analyses the marketing mix concept and illustrate how it is
employed when a new service or product is developed.
MAIN BODY
Marketing process
The business should find out a manner to ascertain unsatisfied customer requirements and
bring out that products for markets which fulfil those requirements. This is basically what
concept of marketing implies. This procedure of performing so can be demonstrated in a
structure of stages that are as follows. The situation is examined to determine the opportunities,
the formulation of strategy for proposition of value, strategic decisions are to be made, the
implementation of plan and monitoring the results. The marketing process basically includes four
stages- analysis of situation, marketing strategy, marketing mix decisions and implementation &
control.
About the company
Enterprise Rent-A-Car is a continuing victory story. Its supervisory philosophies and
modest early development revolve around individual integrity and honesty. The company believe
in solidification of community one step at a time. It work for its customers as if they were its
family. Its wide-ranging network, taskforce and service offerings today positioned Enterprise as
one of the major transportation solutions suppliers worldwide. It provide customers onsite and
airport car rentals, exotic car rentals and van rentals. The Flex-E-Rent division offers business