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Assignment on Marketing Principles of Sainsbury

   

Added on  2019-12-03

17 Pages4125 Words149 Views
MARKETING PRINCIPLE

TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................11.1 Concept and Process of Marketing........................................................................................11.2 Benefits and Cost of Marketing Orientation..........................................................................22.1 Environmental Audit.............................................................................................................42.2 Segmentation criteria for watch segment..............................................................................52.3 Targeting criteria adopted by Sainsbury................................................................................62.4 Impact of buyer's behaviour in different buying situations...................................................62.5 New positioning strategy for Watch segment........................................................................73.1 Developing Product to Sustain Competitive Advantage.......................................................73.2 Distribution Elements............................................................................................................93.3 Price Elements.......................................................................................................................93.4 Promotional Element...........................................................................................................103.5 Extended Marketing Mix.....................................................................................................10TASK 2..........................................................................................................................................104.1 Marketing Mix for Two Different Segment........................................................................104.2 B2B vs B2C.........................................................................................................................114.3 International vs Domestic Marketing..................................................................................11CONCLUSION..............................................................................................................................12REFERENCES..............................................................................................................................13LIST OF FIGURE

Figure 1: Process of Marketing........................................................................................................1Figure 2: Macro and Micro Environment........................................................................................4Figure 3: Levels of Product.............................................................................................................8Figure 4: Ansoff’s Matrix................................................................................................................9

INTRODUCTIONMarketing principle can be define as an idea that been incorporated for incorporatingpromotion of the company so that large set of customer can be attracted towards it. Also, it helpsin assessing the needs and wants of the customers, based on which product and marketingactivity is planned. It is of key concern for company due to high competition and easyavailability of substitute products (Churchill and Iacobucci, 2010). Considering this, presentreport is prepared for gaining insight about the marketing principles. For this, Sainsbury is takeninto account which is a prominent retail company of the UK. Areas that been incorporated in thisreport are concept and process of marketing, approach for segmentation, targeting andpositioning, elements of marketing mix and marketing in different contexts. TASK 1 1.1 Concept and Process of MarketingFigure 1: Process of MarketingMarketing can be defined as an activity of assessing needs and wants of customers andpromoting or selling goods and services to them. Also, it emphasize on conducting marketingresearch and advertising in order to meet the demand in effectual manner (Bradley, 2005). In thisregard, marketing process for Sainsbury is discussed underneath:1Assessing Customer NeedsAssessing Customer NeedsDeveloping Customer Centric Marketing TacticsDeveloping Customer Centric Marketing TacticsCreating Integrated Marketing ProgramCreating Integrated Marketing ProgramDeveloping Relationship with CustomersDeveloping Relationship with CustomersAttaining Value from CustomerAttaining Value from Customer

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