What Marketing is?

Do you think that, there is any difference between definition of marketing in traditional and contemporary context for company?3 Classic definition of marketing4 Q2. 21 Q23 Do you think that external market factors impact organisation more than internal?21 SWOT report 22 Q24 Do you think that SWOT is the best tool to present information at strategic planning? 22 MICRO ENVIRONMENTAL AUDIT 22 MACRO ENVIRONMENTAL AUDIT 23 COMP FACTORS 23 REFERENCES 26 APPENDIX 27 INTRODUCTION

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TABLE OF CONTENTS
TABLE OF CONTENTS..............................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Marketing Definitions....................................................................................................................3
Q1. Do you think that, there is any difference between definition of marketing in
traditional and contemporary context for company?...........................................................3
Classic definition of marketing....................................................................................................4
Q2. Can there be difference between what people perceive marketing to be and what
marketing actually is?...............................................................................................................4
Q3. As per your thought is marketing a human activity?....................................................6
Q4. As per your thought is marketing about need and wants?.........................................7
Q5. As per your thought is marketing about satisfaction?.................................................9
Q6. Do you think that there is difference between need and want of human in
marketing?................................................................................................................................10
Marketing concept.......................................................................................................................11
Q7. As per your thought is marketing a concept or philosophy?.....................................11
Identifying past patterns.............................................................................................................12
Q8. Do you agree that innovation happen when people view world through 4 lenses?
...................................................................................................................................................12
Marketing mix..............................................................................................................................13
Q9. Do you agree that ingredients of marketing mix and market force influence
market behaviour?..................................................................................................................13
Service thinking...........................................................................................................................14
Q10. Do you agree that doing marketing of product which is having high service
component is challenge for practitioner?............................................................................14
Marketing objective.....................................................................................................................14
Q11. As per your thought is increase in sales revenue part of marketing objective?..14
Q12. As per your thought is attracting, retaining and enhancing customer part of
marketing objective?...............................................................................................................15
Q13. As per your thought is operational excellence part of marketing objective..........16

Retailing........................................................................................................................................16
Q14. As per your thought is customer product involvement same as that of person’s
perceived relevance?.............................................................................................................16
Q15. As per your thought is customer willingness and ability to spend depend upon
marketing condition?..............................................................................................................17
Blue Ocean..................................................................................................................................17
Q16. As per your thought is Blue Ocean a part of marketing planning process?.........17
Forward and reverse marketing................................................................................................18
Q17. Do you think that channel marketing is referred to as forward and reverse
marketing?................................................................................................................................18
Circle of satisfaction....................................................................................................................19
Q18. Do you think that with help of blueprinting quality could be improved?................19
Marketing communication..........................................................................................................19
Q19. Do you think that marketing communication should avoid over promising?........19
Marketing audit............................................................................................................................19
Q20 Do you think that reporting the findings in marketing audit is important?.............19
Q21 Do you think that customer data is important?..........................................................20
Organisational audit....................................................................................................................21
Q22 Do you think that it is important to change the aim and objective of firm?............21
Q23 Do you think that external market factors impact organisation more than internal?
...................................................................................................................................................21
SWOT report................................................................................................................................22
Q24 Do you think that SWOT is the best tool to present information at strategic
planning?..................................................................................................................................22
MICRO ENVIRONMENTAL AUDIT.........................................................................................22
MACRO ENVIRONMENTAL AUDIT........................................................................................23
COMP FACTORS.......................................................................................................................23
REFERENCES............................................................................................................................26
APPENDIX...................................................................................................................................27

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INTRODUCTION
Marketing is a very important concept and activity of company which deals with
promoting and selling of products and service of organisation also includes in depth research of
market and that of customer (Fanning, 2018). The business marketing planning process is that
systematic approach that deals with deploying staff members in producing marketing goals,
strategies and then implementing all tactics into. This process will mainly depend upon specified
situation, target customers and position of company within its working or operating market.
While this working will be guided with specified concepts and philosophies used to plan all
efforts in one way direction. Mainly these philosophies will deal with identifying and fulfilling all
need and wants of customers which is helpful for both company and customer.
The current report deal with marketing audit with identifying key considerations that
marketing practitioner is exploring consisting of 9 key objectives. For this report marketing
questionnaire is prepared containing quantitative and qualitative questions all of them identifying
area that need to be explored. The questions which are included within this questionnaire will be
mainly related to important for benefit for company and why it is essential to client.
Statement of purpose:
Marketing audit can be denoted as per analysing the outcome and making adequate
determination of the current market requirements and the business efficiencies in dealing with
the operational situation. Thus, there can be various obstacles and problems which will affect
this process. In terms of marketing in new location there will be barriers of economy, political
influences as well as changes in the culture and language.
MAIN BODY
Marketing audit is that process which includes under concept and activity of marketing
deal with collecting, analysis, designing, developing, implementing and evaluating the marketing
planning environment. This will include both internal and external objectives with goal and
strategies of company along with this areas of problem is identified with opportunities and then
recommending plan for action. A qualified and professional in field of marketing who is
concerned about regular networking events related to it and sharing of knowledge and insights
will be called to as marketing practitioner. Their work is to practically relate with marketing
planning and researching about market and then implementing concepts and philosophies that
are practically applied in business.
There are 9 key objectives which is followed by marketing practitioner that are further
divided into 3 mega marketing objectives categories namely
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 Financial objective
 Reducing cost which is percentage of sales
 Increasing revenue of sales
 Building up value for business
 Strategic objective
 Excellence of operation
 Leadership of product
 Intimacy of customer
 Communication objective
 Improving existing relationship
with customer
 Retention of customer
 More new customer attraction
As per the old definition of marketing that was given by Philip Kotler state that marketing
is concept which satisfy need and want of people with process of exchange. Throughout the
process of marketing it will be related to satisfy need and want of person with allotting them
things which they desire. While on other hand contemporary definition of marketing will refer to
model, theories and concepts which are important for customer orientated marketing and not of
market orientated. All these models or theories are implemented to show or offer more support
for client base with offering them variety of products and all of them depending on need and
want of target market.
The business marketing concept which is also called to as CADDIE includes steps like
that of collect and analyses; design and develop; implement and evaluate. It refers that all type
of organisation whether they are small or big; public or private; national or global need to plan
as without planning they will not be classified to as successful. The marketing practitioner will
plan and then take actions in way of achieving objectives which is outlined in business plan.
While all business and clients are different from each other and having some or the other unique
features that is as per customers, organisation, market and products [COMP]. So marketing and
its planning will be related to these COMP factors only as all organisations are different from
each other and having something unique selling proposition.
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Figure 1: 9 key objectives
[Source: Fanning, 2018]

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The marketing audit questionnaire that is including Collect & Analyses (CA) part of
CADDIE process that will be having brief description of question, why that is important to ask
and how it could be measured. The 3- mega marketing concept that will include following parts
like that of:
 Total product
 Circle of satisfaction
 Buyer decision process
The buyer decision process is that which concern with decision of people at time when
they are purchasing or consuming the product. It is used for making purchase that related to
marketing transaction before, during and then after the purchase of good or any form of service
as there are wide range of choice available for people. This is also having 3 stages which are
purchase behaviour, product delivery and post purchase behaviour. All type of customers will be
behaving differently at all these three phase of buyer decision process and all them will be either
leading customer to rejecting or accepting the products. On the other hand total product is that
type which help organisation to design and develop in way of satisfying need and want of
customer along with need of company. If any company is considering both buyer decision
process and total product this means that they are looking product from the viewpoint of
customer, market and organisation as well. This is possible for product leadership into market
under which company is working. There are many segments which will combine for total product
of that organisation like that of services, ideas, people, goods, experience and place which are
the component of product. Then circle of satisfaction is relate to interaction between
organisations with their customers and indicating link between total products and buyer decision
process.
Marketing Definitions
Q1. Do you think that, there is any difference between definition of marketing in
traditional and contemporary context for company?
What:
Traditional definition which was started by Philip Kotler marketing is all about satisfaction
of need and want of people with exchange process which is that is activity and process of
buying and selling things (Fanning, 2018; p, 13). While on other hand modern or contemporary
definition will be that related to importance of customer oriented and not only market oriented.
All the strategies which are implemented will offer more support of client with variety of range of
products and it will be depending upon need and want of target market. Satisfaction is very
much important in context of marketing as it is the central point which was highlighted at time of
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Industrial Revolution from 1760-1840 which is that of gaining repeat custom. All the
contemporary marketing will be dealing with or influenced with traditional definition that was
given by Kotler. Marketing is that department of any organisation that deal with exchange of
relationship with various clients and customers and its management. This is basically used to
create keep and satisfy customers of company who are the most important activity that involve
that of being innovative and creative as well.
Why:
It is important to understand difference between traditional and contemporary definition
of marketing which help marketing practitioner to understand what they should include as clear
concept of marketing. As they will be laying down the foundation about marketing and then
starting up planning with implementation so that they could be selecting target customers. So
this will understand conditions in which marketing environment and conditions that is helping
and assisting practitioners to plan for attainment of goal.
How:
Understanding of both classical and modern definition of marketing will be helpful for
organisation as it influence their decision making process after which they need to implement
various models and theories of marketing. If marketing staff is knowing all about foundation of
marketing then it became easy for them to apply them within organisation. With help of classical
and modern theory of marketing practitioner will be able to identify their target market and
analysing marketing condition. So this question is very important which will be help marketing
department to distinguish between traditional and contemporary concept of marketing with
similarities laid within.
Classic definition of marketing
Q2. Can there be difference between what people perceive marketing to be and what
marketing actually is?
What:
Marketing is generally misconceptualized by many people who are not having clear and
in depth knowledge about this concept. The thinking of people that marketing is just related with
advertising, promotion and selling of products and services will not be an established thought.
As per their context marketing will only be relating to promoting product and brand in market so
that customers could get attracted towards their company and purchase the product (Fanning,
2018; p, 14-17). Not just people many organisations also generally refer marketing as only
activity that is relating to increase in sales revenue of company with help of promotional events.
This is certainly the wrong or incomplete interpretation of people that marketing will only relate
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with selling, promoting or advertising company, brand and products in market for attracting
customers.
But rather marketing is more wider concept than that it is just understood by people
marketing is actually philosophy of business and not only part of organisation. As many people
also regard it as part or a department of company which is concern with promoting product so
that sales could be improved. Marketing is a business concept and philosophy which is adopted
by entire organisation and not by only one department. The holistic view of marketing states it
as activity of company which is active towards satisfaction of need and want of human with way
of exchanging including selling and buying of products. This is done with use of various tactics
related to promotion, advertising, selling, identifying customers, researching of market and
planning from where company must be starting.
Marketing is also related as per contemporary definition as it is secondary process under
which organisation is working and adapting market trends and changes that is working through
process of communication, creating, distributing, promoting and pricing of products. These all
together will be combing for facilitating profits exchange of relationship with customers of
company, channel partners and society as well. So there are certain goal of marketing which is
directly related with that of company’s aim and objective which certainly people will not be able
to understand. As per modern definition of marketing it refers to adapting changes in trends
outside and inside company, value given to customer, strategic goal and profits of parties with
overall benefit for society.
Why:
This question is very important for staff members to understand so that they could be
able to define marketing in professional language and not according to people. As there is vast
difference between conception of people and what marketing actually is which is sometime not
been defined by marketing practitioners. If the staff is having knowledge clearly about what is
marketing and how it is not just department of company but essential part of it then only they will
be able to link goal of marketing with vision of organisation. It is very much important for
marketing team that they are linking their goal with that of overall companies or organisational
objectives. This will be influence with vision, mission and long term goal of business which is
related to profit maximisation. If marketing is good of company and they are been able to
promote their products and brands within whole market then this will help company goal of
increase sales.
So this is main reason why laying down difference between what people think about
marketing and what actually marketing is need to be explained. If this is not explained then staff
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members if company will also think that marketing is only related to promotion, selling and
advertising.
How:
This will be somewhere helpful for company as well as they could analyses their current
marketing tactics which is followed by them and then compare where problem could arise. As if
company is only focusing majorly on marketing by view of promotion, selling and advertisement
then it will be not able to achieve its long term objectives. so it is required that organisation is
clearly understanding what is marketing and how important it is for their firm with the help of this
only it will be possible to conduct market research. This will help in analysing market conditions,
trends and changing taste or preference of customers on wider bases which will influence profits
and policies of organisation.
Q3. As per your thought is marketing a human activity?
What:
As per the classical definition and approach of marketing which is given by Kotler it is the
human activity that is directed towards satisfying need and wants of people through exchange of
process. So this will be including major 4 section of this definition among which marketing is
human activity is the 1st one (Fanning, 2018; p, 14). Human activity is that which is generally
done with effect and help of human mind and their efforts that are directed towards specified
aims and objective. All the activities will be related and having influence of human like people
communicating among themselves, people going outside to purchase and sell, people living and
people only are choosing.
All these are related and concerned with involvement of people into these programs and
activities so marketing will also be activity of consumer and organisation. Involvement of human
and their mind is the most important primary activity which is done or taken place in marketing.
As being human marketing manager will be creating and setting plan for conducting marketing
plan and customers as human will be buying products and service as per the demand and
wants.
Why:
This question is very much important for point of view of company that they are involving
human activities which is done or conducted by managers or staff members in way of attracting
customers. So in way of understanding that marketing is all what it concern is with human
activities and they are involved with role of setting plan as managers and using products as
customers. Marketing is human activity as it is directed for satisfying need and want of
customers and clients which is exchange of products and services. So it is important for people
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to understand that it is related to working and taking role of human as it is wholly related to
activity or practice of humans.
How:
Majorly people working into company will help firm to achieve its goals targets, objective
with help of planning and then promoting into market which will allow people to buy products
and service of company. So it is included that human activity of marketing will influence
organisation on wider level so they should be taking part into this. Marketing is regarded to as
human activity which is directed towards selling concept and continuously evolving with help of
marketplace.
Q4. As per your thought is marketing about need and wants?
What:
Marketing will be included to as the basic plan which is very much essential for company
to include that would allow them to identify potential customers and competitors within market
area as well. As stated in the classical definition of marketing it is that process of satisfaction of
need and want of people which is termed by Philip Kotler in 1980. So all humans are having
need and want which is guiding them through path of contributing towards achieving their
satisfaction level. It becomes very important to distinguish between need and want as both of
them are core and fundamental concept that helps in developing understanding of marketing.
Both these terms are always used interchangeably which should not be done as it is important
for practitioner that they are knowing difference between need and want (Fanning, 2018; p, 14).
Marketing will be all about fulfilling the need and want of customers are people who are
purchasing products and service.
Figure 2: Need and want
[Source: Fanning, 2018]
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All need and want of customers will deal with their existing budget and desire related to
what they are planning to purchase. Need is related to essential part of wellbeing that would be
related to anything that is important rather being just as desirable. As per Maslow who clearly
defines need as having hierarchy which is leading from highest to lowest like that of:
Self-actualisation need- This is need for all people which is related with complete potential
with sense of morality among people.
Esteem need- It is also a kind of need which should be fulfilled only after all other stated need
are been carried on including
competence, achievement and
acceptance.
Social need- This is the 3rd type of
need which people are having in
regard to social recognition and
respect from all others like that of
love, trust, friendship and intimacy as
well.
Safety need- This is related to
security of health, body and mind of
people so that they could feel secure and safe. It could also be insurance of people against any
theft and other negative circumstance so that risk and fear could be lower down.
Physiological need- This is very basic need for all human being which is related with
necessities in way of maintaining their life like that of sleeping, shelter, air and food.
So it is concluded that all these need and wants will be fulfilled with help of marketing
which is also related to completing task of people.
Why:
It is very important for this question to be included as will deal with understanding need
and want concept as per marketing concept. The need hierarchy theory of Maslow will be
assisting all marketing practitioner to clearly understand how the consumer will enter into buying
decision process. as the customers will be exposed to many need and want which is required to
be fulfilled in prospects of value for money, absence of price discrimination, improving their
esteem, being treated with respect by companies and feeling physically secure. So this question
will be defining why the question is been asked which will be enabling the practitioner of
marketing to clearly study about customer buying behaviour.
How:
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Figure 3: Maslow need hierarchy assist marketing practitioner
to better understand buyer decision process.
[Source: Fanning, 2018]

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With the help of this question this will enable people and staff members to explain how
marketing is laid down with impact of need and want of their customers. This will be helpful for
company that they could know what to advertise and it will be done as per the change taking
place of buying behaviour of customers. This will also influence organisation to greater extent
which is related to understanding conditions of market as whole.
Could a qualitative answer be most appropriate here?
 Yes ()
 No ()
Q5. As per your thought is marketing about satisfaction?
What:
As the definition of marketing which is given by Kotler it was included with marketing is
all about satisfying customer’s need and want. This will be exploring the concept of marketing
along with satisfaction of customer as it is identified to as primary and main factor. It is very
important to satisfy need and want of all customer of company which could be done with help of
doing good marketing. There was consumer pre-purchased which will be evaluating all post
purchase value and satisfaction (Fanning, 2018; p, 14). This will be fulfilling the need and want
of customers so that they are satisfied and remained loyal with company as well. With the help
this company will also be able to grab new customers and retain the old one. If the satisfaction
level of customers are more with the firm’s marketing activity then this means that management
is been able to relate their product’s purchase with that of their customer’s need to buy it.
Past experience of customer in regarding with pre and post purchase is something which
is always remembered by all customers so this will also be hindering or fostering the satisfaction
among them. If the company will be able to perceive what are the factors that influence
customers and their decision of buying products. The major factor like that of their taste and
preference or are they satisfied with what organisation or brand is providing them so that
satisfaction level could adchived
Why:
It is very much important for staff members of company to understand what their
customer’s need and want are and are these satisfied accordingly or not. If they are
understanding the fact that fulfilling customer’s need and satisfying them is very much essential
then they will surely link their goal with that of customer.
How:
This is beneficial for company to understand how important is satisfying all need and
want of customer will help their organisation in goal achievement. The demand of products and
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services of company will increase with this they will produce more number or products that will
give rise to increase in profits for firm.
Could a table be appropriate here?
Customer Organization
Q6. Do you think that there is difference between need and want of human in
marketing?
What:
One of the basic difference between need and want is related to requirement of anything
by human and which will be directly impact budget or purchasing power of customer. Need is
defined to as to what extend any person require any product like if a person is not having any
shirt to wear or all his existing shirts are not as per his body structure now and are becoming old
furthermore he is also having money to buy it (Fanning, 2018; p, 15). At this moment of time any
desire of a person will be called to as need of buying or purchasing product. While on other
hand if that person only want new shirt to purchase this means that he wanted to look smart to
others and he is only desiring to have one. At this situation it is not required that the person
should be having money for the same or his purchasing power may not allow them to buy it.
This defines to as difference between need and want of person.
So it is very much important that marketing practitioner is able to define difference
between this need and want of their customer so that they could prepare marketing plan for the
same. They could not be selling or promoting any type of product to such class of people who
are only in want of the product but not having any need.
Why:
This question is very much important to be answered and explained to staff so that they
could tell or describe difference between need and want of customer. As need and want of
customers will be able to help marketing practitioner identify what changes should they make
into product or service that will impress their customers. It is very much essential that marketing
professional is having knowledge all need, want and trend which are there within market which
will assist them in policy and plan formulation.
How:
It is required that organisation is understanding their customer and increasing trends in
market so that they are allowed to grab more and retain the old customers. This will help
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organisation to larger extent in understanding conditions and situation of market. If marketing
practitioners are able to distinguish among want and need of customer then only they will be
able to understand market demand and supply concept. As this need and want is very basically
linked with economies which are all based on how to produce, what to produce and for whom to
produce the products and services.
Marketing concept
Q7. As per your thought is marketing a concept or philosophy?
What:
Marketing is helping company to identify its potential into market that how much they
could be able to grab market in specified area based on geographical and psychological. As it
was included that marketing is regarded to as both marketing concept and philosophy which
means that it is not just be activity of company. There is mainly 3 business concept of business
which relates to production, selling and marketing. As it is very much essential that consumer is
at the urge of search of new product and it must be related to that which satisfy their need the
most (Fanning, 2018; p, 23). While philosophy of marketing it could be included that deal with
the process according to which organisation or company will be implementing concept of
marketing. So regarding marketing as both concept and philosophy is very much important so
that they would be able to satisfy need and want of human.
Figure 4: Marketing concept
[Source: Fanning, 2018; p, 14]
Why:
This question is very much important as will deal with understanding more in depth
about marketing as concept and philosophy. Marketing along with innovation is the primary
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function of company which is working according to planning, communication and
implementation of marketing concept. This is very much broader concept than that of selling and
will not be including only having specialised topic on to any thing
How:
It is very much essential for any organisation that they are applying correctly the concept
of marketing and its philosophy into working and operation of firm. For this they will be planning
and researching about market in which they are working and then defining the unique product
value proposition. So company will continuously research about customer their need and want
and then only plan so that target could be achieved.
Identifying past patterns
Q8. Do you agree that innovation happen when people view world through 4 lenses?
What:
Innovation in terms of company, products, customer taste their preference keeps on
changing throughout the history of marketing and selling. It is very essential that people are
analysing this innovation as per their 4 lenses which is also regarded as challenges which they
keep on facing (Fanning, 2018; p, 36-37). These 4 lenses will be that of challenging prevailing
conditions, harnessing existing trends, leveraging resources and understanding needs. These
will be depending upon changing need and want of customers which is throughout history of
customers. Innovation will enable to customers to search on for best product like they could use
online channels for identifying their product or service which will satisfy their need and want.
Only if company is involving these 4 lenses it is possible for them to do conduct market research
and look for which product will be best suiting their need. Within customers there is more thirst
of gathering more knowledge and information relating to product and market. So this will allow
company to innovate better products for their customers.
Why:
With the help of this question it will become clearer that how customer is contributing into
changes and innovation process of company. As there are increased number of women
customers of most of the product it is very common then company is introducing more products
and services for them exclusively.
How:
This will impact the way in which company is planning and formulating its trend and
policies for the existing and new customer. It is the duty of marketing department that they are
indulging more increased number of customer for their company so this is only possible with
including innovation that is viewed with 4 lenses only.
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Marketing mix
Q9. Do you agree that ingredients of marketing mix and market force influence market
behaviour?
What:
Marketing mix is that tactic which is applied at stage of planning which will allow to
implement, evaluate and take corrective actions so that long and short term goals could be
achieved. While market forces are those factors which influence marketing to great extent and
they are also having very important role to play with selling and promotion activities of marketing
(Fanning, 2018; p, 45). Marketing mix will enable company to identifying their strategy of
promoting product in market as compared to that of their competitors. Thus this would largely
impact market behaviour and customers decision to by product and services. The 12 ingredients
are those with help or mixture of which whole concept of marketing is build up like that of
branding, promotion, logistic, display, product planning, personal selling, packaging, servicing,
pricing, channels of distribution, advertising, research and analysis. Whereas the 4 main market
forces which are driving market to greater context will be government, trade, consumer and
competitors. These altogether influence market behaviour of customer so it is essential that
company is having and gaining interest of market which is regulating to demand of customers.
Why:
This is important to study as company will not be able to survive in market unless and
until they are identifying all market force with marketing mix ingredients as well. It will helpful for
company to look upon factor which could influence their marketing and branding like customers
allow to change demand of products of company. This will assist marketing practitioner to
identify the market behaviour and what all customers are thinking and demanding from
company and its products.
How:
This will be moreover influencing company as will allow them to know about their
existing customer and helping in penetrating into more new markets with help of tactics and
planning. So this question will make marketing practitioner to analyses and interpret the market
and its changing trend which will then help in making proper plan and structure of policy.
Service thinking
Q10. Do you agree that doing marketing of product which is having high service
component is challenge for practitioner?
What:
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There are two different component which includes that related marketing which includes
that of product and services. Service marketing is bit different that product marketing as into this
company could not be able to predict customer’s interest or their buying behaviour specifically.
Product marketing refers to tangible and touchable goods and commodities which could be
promoted and marketed within marketplace. While it is slightly different from service marketing
as it is those which are intangible and not touchable but it could only be felt and expressed
(Fanning, 2018; p, 47). As per many scholars it is stated that there is very vast different between
product and service marketing which is taking place within company. As it is challenge for
company to promote and advertise its services as compared to manage their products. There
are mainly 4 characteristic of service marketing as variable, intangible, perishable and
inseparable. It is rather included that all product will especially carry out function of service
marketing which is called to as after sales services.
Why:
This is done to understand that customer should be always treated as king who must be
given proper service in all respect so that company could be able to retain them for longer
period of time. All the above mentioned qualities of services will be dealing with after and before
selling of product to market. So it is regarded to as major challenge for companies which are
having both product and service which is linked with their brand. For example company like that
of Whirlpool which is manufacturing washing machines need to sell their product and give after
sales service to their customers as well. So for Whirlpool it is required that they are promoting
both their service and products so that their customers are having knowledge about brand.
How:
This will be influencing the organisational context and allowing significant contribution
into all promotion and marketing which is related to company. So this is important for company
that they are presenting all essential feature and characteristic of brand with product and
service.
Marketing objective
Q11. As per your thought is increase in sales revenue part of marketing objective?
What:
As there are 9 objectives of marketing practitioner which are divided into 3 mega
objectives so among them one is increasing sales revenue that is among financial objective of
company. It is very frequently witnessed that if company is allowed to market its products and
service within marketplace then they are automatically increasing and improving sales revenue
of company (Fanning, 2018; p, 53). With the help of marketing more and more customers will
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get attracted towards company and its products which gradually increase number of products
sold per month or per year bases of company. This will be directed towards profit maximisation
and overall growth of company. So ultimately it is noticed that company will be having increased
sales revenue which is the part of marketing objective as well.
Why:
This will be helping company to improve their marketing planning and agenda creating
increase in profits and sales so that revenue could be raised. This is very much important task
for company to increase their sales which are also regarded to as one of the objective of
marketing.
How:
With help of this organisation could grow into market and practitioner could understand
how important it is to create and plan about marketing activities all through growth and
development process of company.
Q12. As per your thought is attracting, retaining and enhancing customer part of
marketing objective?
What:
Among the 9 core objective of marketing department attracting, retaining and enhancing
the relationship between company and customer is most important which is part of
communication objective. The marketing objective of company will be related to designing and
developing the marketing plan and communication in order to ensure that all organisational
objective should be achieved (Fanning, 2018; p, 53). The attracting right and correct type of
people mean that company is having correct and best type of both customer as well as staff
members. While retaining people mean that company is making their efforts in retention of all
old staff and customers. While the last which is enhancing relationship with customer will be
making good profitable and sustainable form of planning.
Why:
If the practitioner of marketing is been able to retain and attract customers then this will
be fulfilling objective of marketing as well. With the help of this company will be able to find new
market or customers who will help or assist them in gaining profits and sales revenue. So this
question is very much important for the staff members to answer which will help them to know
more about how much important is it to attract, retain and enhance the relationship with
customers of company.
How:
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Firm is the one who will get most influenced and impacted if they are attracting, retaining
and enhancing their customers as their profits and revenue will improved.
Q13. As per your thought is operational excellence part of marketing objective
What:
Operational excellence means that product is produce with effectiveness and efficiency
than that of competitors. This will allow company to become product leader into the strategic
direction that of organisation with driving change within industry that is focusing on customer
education. This is operational excellence which will be influence objectives of marketing more
than that of customer.
Why:
With the help of operational excellence within company it will be together helping
company to achieve marketing objectives of firm (Fanning, 2018; p, 53). If the company is
having very good operational dealing which is called to as if they are working with complete
effectiveness and efficiency then this will help in achieving marketing objectives.
How:
This will be having more and more influence on organisation if company is able to
improve their efficiency with regard to employee and working environment then it is essential
that they are increasing performance.
Retailing
Q14. As per your thought is customer product involvement same as that of person’s
perceived relevance?
What:
The customer product involvement is that process which is regulated with relevant object
based on need and want of customers. This will be mainly influencing time, money and effort
which are getting invested within all appropriate products in way of satisfying desires of
customer (Fanning, 2018; p, 35). There will be higher attention and importance that is dealt with
amount of efforts laid down within company.
Why:
This is very much important in way of understanding customer product involvement as
this will be influencing marketing strategy and tactics with that of target marketing segmentation
selection.
How:
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If this involvement is there then this will help and enable company to have low cost and
lower amount of risk as well so that customers are able to purchase their product with taking
correct decisions. While if the investment is made with time, money and efforts which will be
making more higher involvement that is taken more decision makers into correct path.
Q15. As per your thought is customer willingness and ability to spend depend upon
marketing condition?
What:
If customer is able and willing to spend on any particular product or service of company
then it is mostly impacted by prevailing conditions of market under which they are living. This
would mainly influence decisions of buying or purchasing of customer and that of organisation
as well which is most effected by future growth of sales.
Why:
This will help company to understand the marketing conditions and assisting marketing
practitioners to know about ability and willingness to buy products of customer. If they see or
analysis that customer is demanding more of their products then they will automatically produce
and design the desired product of company.
How:
This will influence planning and organisational policy formulation or their decision of
company to greater extent (Fanning, 2018; p, 13). As if the company is already knowing about
what their customer need and want are then it will be very easy for that they are been able to
identify how much to produce.
Blue Ocean
Q16. As per your thought is Blue Ocean a part of marketing planning process?
What:
Blue Ocean is that thinking of firm which enable them to have great deal of positive
attention from the side of marketing practitioner. This is always regarded to as thinking process
which deals with working together and discussing that how changes could be adjusted within
firm (Fanning, 2018; p, 184). This is one the mostly used marketing practice which is not that
much extensive and having ample of growth opportunity within context of market so that it could
be explored.
Why:
This question will be allowing company and staff member to think that Blue Ocean is
very essential part of market in today’s context as there are number of opportunities which are
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prevailing and company must be making continuous efforts of gaining them. but it is very much
essential that marketing practitioners are taking out the gap between market so that opportunity
could be identified an vision could be created of new product or that of new market.
How:
This will help company in introducing their new product in existing market, existing
product in new market, new product in new market, and existing product in existing market. All
these will be having wider opportunity for firm in developing and growing their product or market
base with help of products and services.
Forward and reverse marketing
Q17. Do you think that channel marketing is referred to as forward and reverse
marketing?
What:
Channel marketing which is doing or conducing promotion with help of various different
methods like that of social media, print media and radio or television which is sometimes also
referred to as forward or reverse marketing strategy. As there are number if supplier and end
use customers who are engaging within making successful this type of marketing. Most of the
multinational companies like that of Toyota and Apple will always be relaying onto channel
partners who will sponsor them for more increased number of advertisement (Fanning, 2018; p,
207). They will be doing this to lower down the cost to company and up streaming relationship
with other customers.
Why:
It is very much important for any firm that they are doing their marketing with certain
channels or mediators to be able to lower down their own burden. The aim will be to improve
relationship so that supply could be improved, provide greater flexibility and reducing cost or
time of producing new products.
How:
This will be helping and enabling company to forward and reverse marketing which is
only possible with help of channel marketing. There are many components or factors which will
be impacting manufacturing to help them in supply the parts of products and this is also referred
to as original equipment manufacturers (OEM).
Circle of satisfaction
Q18. Do you think that with help of blueprinting quality could be improved?
What:
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Blueprinting is that tool which help in determining how and in what specified manner do
customers are interacting with business. Especially in case of service marketing this tool is
applied and mostly used which could be done with use of flowchart and Gantt charts as well. If
all the activities are included within this then the quality would be improved and recorded in way
of each other which help in rectification of product failure points.
Why:
This will be enabling and helping company in setting out cross functional nature of the
product delivery which is helping in interdependence with third parties and interaction of
customers with the service providers (Fanning, 2018; p, 153).
How:
Blueprinting will be most important for company which enable company to interact with
customers and know their problems or product related demands as well.
Marketing communication
Q19. Do you think that marketing communication should avoid over promising?
What:
This is regarded to as 4th gap of communication which means that company should
always avoid over promising with customer (Fanning, 2018; p, 218). This will surely increase
short term revenue and will also increase level of dissatisfaction among customers of firm as
well with lowering down the long term revenue.
Why:
This is one of the bad practice which company is following in order to meet their short
term objectives should not be done or must be avoided.
How:
Marketing practitioner need to make product promise and fulfil that promise that means
they are both avoiding over promising and under promising at same time.
Marketing audit
Q20 Do you think that reporting the findings in marketing audit is important?
What:
Marketing audit will be helping organisation in their building up of strategy which
is part of DNA of organisation (Fanning, 2018; p, 160). These are the COMP factors of
marketing which is most important in way of collecting and analysing the data. So it is
important that company is reporting all type of findings within marketing audit that is like
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the annual medical check-up that would be able to bring upon all type of analytical tools
to measure.
Why:
This is most important if the organisation is adopting the marketing concept then
it could be able to practice the philosophy or audit within. With the help of this reporting
fact process of marketing audit will be able to explore the issue which are prevailing
within market.
How:
Marketing practitioner could be having specified knowledge about how they could
be applying audit for the specified market. For this strategy is very much required so this
will be able to identify gap between present and desired position of company in market.
This will also include customers audit including which type of segmentation is done
identifying the marketing opportunities.
Q21 Do you think that customer data is important?
What:
In way of identifying the marketing strategy and determine the objectives
collecting and analysing of data related to customers are very much important (Fanning,
2018; p, 160). For this software for marketing practitioner (SFMP) will be highly useful.
Why:
The customer data is very much important for which it need to be collected,
interpreted and then realising the marketing opportunity. If the marketing practitioner is
having the opportunity for understanding and predicting behaviour of customers then
they could be able to grab higher market share.
How:
With the help of tool like that of software for marketing practitioner (SFMP)
practitioner could be working with efficiency and effectiveness. Thus the technological
advancements will enable marketing tools more spread among the customers.
Organisational audit
Q22 Do you think that it is important to change the aim and objective of firm?
What:
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As it is very common that companies are operating in very dynamic environment
which could be changing at any point of time so there would be need to change the
purpose and objectives of company. If the company is aligning with aim and chaining
environment which is very much crucial for them (Fanning, 2018; p, 165). Therefore the
business marketing planning process will be representing opportunity for organisation to
adapt within market.
Why:
The revenue analysis of firm need to be explored that would come out with
specified problems and issues linked into. Size and growth of firm will help them to
achieve their set targets and objectives with identifying potential customers.
How:
If company is doing the competitor analysis like by using Porter 5 force model
than this would be very good for them and help them to identify their potential
competitors and their abilities as well.
Q23 Do you think that external market factors impact organisation more than internal?
What:
The macro or external factors like that of political environment or economy will be
mostly impacting organisation and its ability of policy formation as well (Fanning, 2018;
p, 170). The ability of firm to compete into market with their competitors will be guiding
them to explore market in more depth.
Why:
This will effect organisation as they are working into environment which is very
much dynamic so they need to comply with all sort of change which are available. The
number of factors impacting likes that of monetary policies, customer decision making,
emerging technologies and pollution need to be considered by company.
How:
This is done with use of PESTLE model which is best suited for identifying
external marketing environment and way in which they are impacting company.
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SWOT report
Q24 Do you think that SWOT is the best tool to present information at strategic
planning?
What:
SWOT is the tool that will help organisation into collecting and representing
information related to strategic planning that would contain strengths, weakness,
opportunities and threats (Fanning, 2018; p, 173). This is also called to as situational
factors which organisation face that is having both negative and positive factor.
Why:
The basic idea behind this
method or tool is to increase all
strength of company, lowering
opportunities, identifying threats and
grabbing all opportunities into
market for attaining objectives.
How:
With the help of this SWOT
market practitioner will apply their
efforts in maximising strength and
opportunities and minimising weakness and threats.
MICRO ENVIRONMENTAL AUDIT
Strength Weakness
Threads Opportunity
Why:
This type of audit is most important as will be able to make company understand
its strength on which they will relay, weakness which need to be overcome, threads that
market and environment is having and opportunities that could be gained. Company
must be making its efforts in increasing strength and opportunities and lowering down
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Figure 5: SWOT
(Fanning, 2018; p, 173)

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weakness and threads. Thus with help of SWOT analysis firm will be able to indicate
what are their strength on which company must relay and identify them all so that it
would help them. While company need to identify what are the opportunities which are
availed within market.
What:
This is the SWOT analysis which is micro environmental audit that help firm to
conduct their audit of market within which they are performing. This type of analysis will
be important for them so that they could be finding out on which area do they need to
work more and on what area they should work less.
MACRO ENVIRONMENTAL AUDIT
Political Economical
Social Technology
Environmental Legal
Why:
This is the macro environmental audit which is done by using various factor
which are intended to affect operations of business and its profits. These factors will be
impacting the operations and profitability of company so it is very much important that
they are considering all factors. These factors are like that of political, economic, social,
technology, environmental and legal and all of them are very much necessary or
essential as well.
What:
The PESTLE factors are those which apply in macro environment of company
which affect them on larger scale like on national and global level.
COMP FACTORS
Customer Organisation
Market Product
Is it necessary to target and segment the customer for selling and marketing the product
into market?
Yes ()
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No ()
Why:
This question is helpful for the marketing practitioner so that they are having idea
related to whether company is targeting and dividing its customers based on their
demographics and region or not.
What:
This is the important question as will allow marketing practitioner to know their
target market and customers to whom product selling will be done.
Is it required that product advancing through the product life cycle is different for all
organisation?
Yes ()
No ()
Why:
This particular question will be allowing company to know what their product life
cycle is and how it could be different for all organisation.
What:
This is important question for asking the marketing practitioners as will be helping
them to gather more information based on their product life cycle and target audience.
is it important to structure the marketing channel for end use customer?
Yes ()
No ()
Why:
This will be gathering information for marketing channel that are available for
company so that they could do proper marketing.
What:
It is very much require or important for company to include variety of marketing
channels for the end use customers.
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REFERENCES
Online:
Fanning, S.M. (2018). Themarketingconcept [e-book]. (3rd edition). Accessed through:
<https://www.themarketingconcept.com/>.
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APPENDIX
Q1. Do you think that, there is any difference between definition of marketing in
traditional and contemporary context?
 Highly agree
 Agree
 Neutral
 Disagree
 Highly disagree
Q2. Can there be difference between what people perceive marketing to be and what
marketing actually is?
 Never
 Almost never
 Sometimes
 Fairly often
 Very often
Q3. As per your thought is marketing a human activity?
 Yes
 No
 Not sure
Q4. As per your thought is marketing about need and wants?
 Yes
 No
 Not sure
Q5. As per your thought is marketing about satisfaction?
 Yes
 No
 Not sure
Q6. Do you think that there is difference between need and want of human in
marketing?
 Yes
 No
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 Not sure
Q7. As per your thought is marketing a concept or philosophy?
 Yes
 No
 Not sure
Q8. Do you agree that innovation happen when people view world through 4 lenses?
(36-37)
 Highly agree
 Agree
 Neutral
 Disagree
 Highly disagree
Q9. Do you agree that ingredients of marketing mix and market force influence market
behaviour? 45
 Highly agree
 Agree
 Neutral
 Disagree
 Highly disagree
Q10. Do you agree that doing marketing of product which is having high service
component is challenge for practitioner? 47
 Highly agree
 Agree
 Neutral
 Disagree
 Highly disagree
Q11. As per your thought is increase in sales revenue part of marketing objective? 53
 Highly agree
 Agree
 Neutral
 Disagree
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 Highly disagree
Q12. As per your thought is attracting, retaining and enhancing customer part of
marketing objective?
 Highly agree
 Agree
 Neutral
 Disagree
 Highly disagree
Q13. As per your thought is operational excellence part of marketing objective?
 Highly agree
 Agree
 Neutral
 Disagree
 Highly disagree
Q14. As per your thought is customer product involvement same as that of person’s
perceived relevance?
 Highly agree
 Agree
 Neutral
 Disagree
 Highly disagree
Q15. As per your thought is customer willingness and ability to spend depend upon
marketing condition?
 Highly agree
 Agree
 Neutral
 Disagree
 Highly disagree
Q16. As per your thought is Blue Ocean a part of marketing planning process? 184
 Highly agree
 Agree
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 Neutral
 Disagree
 Highly disagree
Q17. Do you think that channel marketing is referred to as forward and reverse
marketing? 207
 Never
 Almost never
 Sometimes
 Fairly often
 Very often
Q18. Do you think that with help of blueprinting quality could be improved? 153
 Never
 Almost never
 Sometimes
 Fairly often
 Very often
Q19. Do you think that marketing communication should avoid over promising? 218
 Highly agree
 Agree
 Neutral
 Disagree
 Highly disagree
Q20 Do you think that reporting the findings in marketing audit is important?
 Highly agree
 Agree
 Neutral
 Disagree
 Highly disagree
Q21 Do you think that customer data is important?
 Highly agree
 Agree
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 Neutral
 Disagree
 Highly disagree
Q22 Do you think that it is important to change the aim and objective of firm?
 Highly agree
 Agree
 Neutral
 Disagree
 Highly disagree
Q23 Do you think that external market factors impact organisation more than internal?
 Highly agree
 Agree
 Neutral
 Disagree
 Highly disagree
Q24 Do you think that SWOT is the best tool to present information at strategic
planning?
 Highly agree
 Agree
 Neutral
 Disagree
 Highly disagree
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