Nature and Importance of Marketing Mix in Marketing Process
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This report discusses the nature and importance of marketing mix in the marketing process, with a focus on the 4Ps of marketing mix and their application to selected products. It also provides an introduction to the product and services within marketing mix. The report uses Tesco as an example to illustrate the concepts.
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Nature and importance of marketing mix
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Table of Contents INTRODUCTION.............................................................................................................................3 Explanation of the marketing........................................................................................................3 Explanation and importance of marketing mix...........................................................................3 A brief theoretical explanation of the 4ps marketing mix.............................................................4 Introduction to the product and services within marketing mix...................................................5 Application for the 4ps marketing mix to selected products.........................................................5 ...........................................................................................................................................................8 CONCLUSION.................................................................................................................................8 REFERENCES...................................................................................................................................9
INTRODUCTION Marketingis a process of getting right services r product to right person, at right price, place and time, using accurate promotional tools and using appropriate people for providing the buyer services associated with the goods and services. Many successful business have adopted the marketing concept which is based on right principles (Almeida and et. al., 2022).In marketing, marketing mix is an essential toll which combine different factors in order to become more solidify and harden a product brand. Company chosen in this report is Tesco, which deal in retailing and located within UK. This report will be based on the significance and nature of the marketingmix,introductionofproductandservicesofferedbychsenorganizationand application related to 4ps for the selected product. Explanation of the marketing Concept of the marketing refer to an ideas that a business is obligated to its customers and their other marketing strategies should be development in such a manner that tit meet company's customer's requirements (Anning-Dorson and et. al., 2022). It is also considered as promotional tool in which a business promote their product and services to their target audience. In this actions are taken to in order to bring an attention to a company's offering, the goods can be in psychical for sale. Marketing is a discipline that involve all action an organization undertake in order to draw in customer and maintain a relationship with them. It seek to match the organizational product and services to those customers who want an access to such products. Marketing increase the living standard by providing good and services to the customers that satisfy their needs. Modern marketing cover almost all the functions of organization such as financial, warehousing, selling, buying, research and development, risk bearing and many more. All these functions of marketing make enable a company to promote their product in market and attract customers to make a purchase. Marketing is sued by business to make their customer aware about major changes such as transfer in ownership, merger that impact product offering and seek to improve the quality.
Explanation and importance of marketing mix It can be described as set of the action and tools which a firm uses for pushing their product in market(Diehl and Terlutter, 2022).This is referred to marketing mix as it consist mainly fourcontrarycomponent that have to be applied by the organisation in order to accomplish aoptimisticresult. Use of the marketing mix as considered asa superiorway that help to ensure that puttingcorrectproduct in right place. Marketing mix is verydecisivetool as it help tin understand that what type of product and service they should offer how to plan a successful product offering. All component of marketing mix influence each other. In organisation, these factors helps them to make effective business plan and handled right, can give it target success. But, often handled wrong and business could take may year to recover. So marketing mix need more market research, understanding and consultation with many people, from the user to trade and several others. Brief theoretical explanation of the 4ps marketing mix In organisation marketing mix is considered as set of the controllable and tactical marketing tool which are exploited by a company to produce a desired response for their customers. This model is a business foundation model and it is focused on product, place, price, promotion(Jiang, 2022).Marketing mix is aunitof the marketing techniques which is used by firm to accomplish their marketing objectives in target market.It consist every practices that a business do to influence customer's demand for their product. Hence, this till assist in marketing planning and implementation. Four 4Ps of the marketing mix are most crucial elements in marketing. It is a conceptual framework which permit company's manager to determine customer's requirement and demands. To create a marketing campaigns effectively, the marketing mix is helpful as it frame up the effective campaigns. In the absence of all these factors, marketing mix is incomplete. This controllable tool is used by organisation so that they can influence the customer's demand and choice. Marketing mix help a company to make their product successful and eliminate the unnecessary costs(Kautish and et. al., 2022).All these factors are very crucial for organisation to make an effective business or marketing plan. Organisation analyse all these factors and then target their customers as per their requirements. With an effective marketing mix, company become able to create combination of elements in order to manage their business budget
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that help them to attain their goals. A company that strive to operate effectively and attain their goals have to pay a well to control all factors related with marketing mix. Introduction to the product and services within marketing mix In any business, product and services are considered as essential elements because in the absence of these factors, no any business can grow and survive in market. Product in organization is considered as a tangible items that put in market to gain customer attention,consumption and acquisition(Mer and Virdi,2022).While services, is refers to an intangible items which arise from an output of the different individuals. The growing need for business to address the service design and pro design in an interesting manner. Tesco is a retail firm and it has around 7000 stores across the world, they employer more than 500000 people and also serve millions of customer every week. It sells large variety of the product including, financial services, clothing, cosmetics, electronics, stationary and many more. Tesco mainly deals in grocery retail, but it has also diversified into assurance industry and retail banking. Its stores stock more than 40000 different products. Its procurement teams work with around ten thousand of several raw material which are transported internationally every day. Application for the 4ps marketing mix to selected products In marketing, 4Ps of marketing mix weredeveloped many year ago by the experts that insurecreation and execution of the successful marketing strategy or plan(Narayanaswamy and Heiens,2022).Through use of this tactic, attempt is to satisfy both seller and customers. Marketing mix is In relation to the Tesco its marketing mix is described below: ď‚·Product-In a marketing strategy, products are notconsideredas tangible product, but source of the value to be delivered in several ways including priming and pre purchase education provided by installation, word of mouth reference, sales staff, physical product, convenienceof the availability, financing plans to the product's purchase, point of sales equity, quality assuring brand name and so on. These various way to understand the product concept provide an opportunity to companies, to differentiate their overall value
proposition form that of competitors. In this, Tesco provide huge variety of the choice ranging from the brand, type, regional product and international cooking within food which do not leave customer lacking. Tesco value. F&F, everyday value andTesco lotus are some of theTesco's brand. Its is worthrecognitionthat availability of range product categories depends on types stores customer visit. Price- It refers to a value that is put for given product based on production cots, target, segment, supply, demand, ability ofcustomerto pay and host of the other direct or indirect element(vermová, 2022).There are several type of the pricing strategy, all tied in with the overall business plan. In company, business can also be utilised as demarcation, enhance and differentiate of product image. Pricing is higly complex activity. Tesco's pricing strategy is defined as cost leadership. Main aim of the respective company's management is to pass the cost benefits to its customers as main brand value. Additionally, it also uses a club card system that allow its customers to collect some points when they make any purchase that can be converted in to money at later stage.Tesco serve a best price promotional strategy by proving good and loyal customer with an additional discount. Thus, this pricing master plan assist the company to reduce their price further, and increase sales without impacting their profit much. Place- It is set of the process through which a company deliver their products to customers (Tandoh,Mensah. and Anani-Bossman,2022).The distribution and marketing channels fulfils different purpose such as easy availability of product to the end consumers, logistics, enabling product customization option at sale's point, reducing purchase lot size that enable opportunity for customer to buy the product. Tesco's headquarters is situated in Chestnut, Hertfordshire, England. This company's stores are widely located across the world in which it employee two channels of the distribution for its services and product within offline and online services. Howeverapprovalfor the online salestransmissionin a contrast to the offline sales channels has been increasing since last some years. Its all customer are not so comfortable with its big store such as Tesco extra not it is possible to set up many of them. Hence, it make utilize of the little store in order to an easier availability. Promotion- It refers to all practices undertaken by organisation to make their product and service known to trade and user. It can include world of mouth, incentives, commissions,
advertising, press trade and awards to the trade(Xu, Yiu, and Cheung, 2022).Promotion can also involve the direct marketing, prices, contest and consumer schemes.Tesco is a gold standard in the term of branding and advertising. Its biggest benefits is their low prices that make it different from the other supermarket chain. This company has made use of sponsors charitable events, TV advertisement and other etc. From all these thing company justfocusingon one thing that is their low price. It aloes provide and attractive offer to leads, hence it become easy for customers to find the offer likehalf price, “ buy one get one free and son and it feel like customer has saved so much money. Nevertheless, online purchase are veryinexpensiverather than offline ones.But it becomechallenging to tempt the customer into purchasing more stuff if they are not able to see their choice.
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CONCLUSION From this report it is find out that in marketing mix, some action or decisions are taken with the purpose to accomplish organisational goals and fulfil customer's requirement. In this changing business environment, methods of business operation are also changing constantly. Therefore, it become significant for companies to offer such services that are able to meet customer's needs as it help the company to get success and also remaining profitable. In marketing mix, product cover the decision related to sale of a property development. Pricing elementisanotheressentialfactorsthatimpactthecustomerbuyingdecision.Company's distribution strategy should be very convenient for customers. At last, promotion is an effective tool that help a company to make their product known. Therefore by all these analysis it is identified that marketing mix has an importance place in marketing as it make enable a business to sell their precut efficiently.
REFERENCES Books and Journals Almeida, S. and et. al., 2022. When the Whole Is Greater than the Sum of Its Parts: Hotel Marketing Consortia as a Winning Strategy. InCase Based Research in Tourism, Travel, Hospitality and Events(pp. 319-341). Springer, Singapore. Anning-Dorson, T. and et. al., 2022. Introduction to Marketing Communications in Emerging Economies: Conceptual Issues and Empirical Evidence. InMarketing Communications in Emerging Economies, Volume II(pp. 1-9). Palgrave Macmillan, Cham. Diehl, S. and Terlutter, R., 2022. Brand Worlds: A Guide to Creating Holistic Worlds of Brand Experiences Through Communication. InMedia and Change Management(pp. 169- 187). Springer, Cham. Jiang, J., 2022. The role of natural soundscape in nature-based tourism experience: An extension of the stimulus–organism–response model.Current Issues in Tourism,25(5), pp.707- 726. Kautish, P. and et. al., 2022. The Effect of Consumer Values on Engagement and Behavioral Intent: Moderating Role of Age. InManaging Disruptions in Business(pp. 263-289). Palgrave Macmillan, Cham. Mer, A. and Virdi, A.S., 2022. Artificial Intelligence Disruption on the Brink of Revolutionizing HRandMarketingFunctions.ImpactofArtificialIntelligenceonOrganizational Transformation, pp.1-19. Narayanaswamy, R. and Heiens, R.A., 2022. Finding the optimal social media marketing mix to drive customer attraction and sales performance: an exploratory study.International Journal of Electronic Marketing and Retailing,13(1), pp.65-82. Švermová,P.,2022.SociallyResponsibleOnlineMarketing.InAchievingBusiness Competitiveness in a Digital Environment(pp. 87-120). Springer, Cham. Tandoh, I., Mensah, N.O. and Anani-Bossman, A., 2022. Perception of Marketing Communication Practice: Evidence from Rural and Community Banks. InMarketing Communications in Emerging Economies, Volume II(pp. 141-173). Palgrave Macmillan, Cham. Xu, Y., Yiu, C.Y. and Cheung, K.S., 2022. Retailtenant mixeffect on shopping mall’s performance.Marketing Intelligence & Planning.