Marketing Planning & Techniques | Assignment
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Added on 2020-02-12
Marketing Planning & Techniques | Assignment
Added on 2020-02-12
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Marketing PlanningTable of ContentsINTRODUCTION...........................................................................................................................4TASK 1............................................................................................................................................41.1Changing perspectives in marketing planning........................................................................41.2Organization’s capability for planning its future marketing activity......................................41.3Techniques for organizational auditing and analyzing external factors that affect marketingplanning........................................................................................................................................5TASK 2............................................................................................................................................62.1 Barriers to marketing planning..............................................................................................62.2 How organizations may overcome barriers to marketing planning......................................6
TASK 3............................................................................................................................................73.1 Marketing plan for a product or a service..............................................................................73.2 Importance of marketing planning in strategic planning process..........................................83.3 Techniques for new product development.............................................................................83.4 Recommendations for pricing policy, distribution and communication mix........................93.5 Factors affecting the effective implementation of the marketing plan..................................9TASK 4..........................................................................................................................................104.1 Ethical issues influence marketing planning........................................................................104.2 Organization respond to ethical issues.................................................................................104.3 Consumer ethics and the effect it has on marketing planning............................................11CONCLUSION..............................................................................................................................11REFERENCES..............................................................................................................................12
INTRODUCTIONAccording to American Marketing Association, marketing is the process to conception,planning and execution to exchange the products and services with customers to make thesatisfaction at customer and seller side. The report will present the review of changing perspectivein marketing planning. The report will also evaluate the capabilities of the organization in term offinancial, strategic and technical resources to plan the marketing activities. The report will examinethe techniques to determine the affect of external factors on marketing plans. Later report willdiscuss the various barriers in marketing and how they can be overcome through enhancedstrategies. Report will discuss the importance of the marketing and will develop the productmarketing plan for the organization. The report will suggest the pricing, distribution andcommunication for the product marketing. The factors affecting the marketing plan will bediscussed along with their impact. The report will discuss the influence of the ethical issues inbusiness and how organization can overcome. For easy understanding, the report will also discussthe examples of consumer ethical issues. TASK 1Changing perspectives in marketing planningMarketing is a process to create product and service, communicate and share them withcustomer so that benefit can be made for seller and buyer. The marketing perspective is beingchanged for production as customers are seeking for the highly available products. Super drug istrying to produce the products on low price and effort to make it available to most of customers inmarket (Wilson, 2010). The marketing planning is also being centric to serve the customers withsuperior and innovative products so that market competition can be conquered. The organizationalso uses advertisements and promotions for the selling perspectives and to cover the maximummarket. Superdrug’ selling perspective is based on the fact to make the maximum sales andencourage the customers to experience the services and products. In order to sustain with business operations and patterns, organization also serve thecustomers with cost effective products, easy delivery modes and better communication to solvetheir queries. Superdrug is focusing on the customer satisfaction in communication and products tomeet the competitive advantages. The social marketing is used by organization to know from theusers and to deliver the required products and features within effective time and benefits.Organization is making use of social marketing to enhance the relation in business (Lovelock,2011). The one-to-one marketing is also used with power of technology to reach and serve thecustomer demands.There are several changing perspectives of market planning like; the production concept, theproduct concept, selling concept, marketing concept, social marketing concept. In which productionconcept of the Superdrug they follows the basic strategy of the cost price and the quality of theproduct. This concept is followed by the firm so that consumer can be attracted towards theirservice and products. Product concept is mainly focuses on the product which they supply to theircustomers with the factors of quality, material used, performance in the market and many more.Superdrug focusing on making the superior product and improving them over time. Selling conceptconsider the effort of promotion and keep the balance between consumer and the firm as well.4
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