BMW Marketing Process Report
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Added on 2020-02-12
BMW Marketing Process Report
Added on 2020-02-12
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Marketing Principles
Table of ContentsINTRODUCTION....................................................................................................................3TASK1......................................................................................................................................41.1Explain the various elements of the marketing process..................................................41.2The benefits and costs of a marketing for the BMW......................................................4TASK2......................................................................................................................................52.1Macro and Micro environmental factors which influence marketing decisions of BMW..............................................................................................................................................52.2Segmentation criteria to be used for products in different markets ...............................52.3.Targeting strategy for a selected product/service...........................................................62.4How buyer behaviour affects marketing activities in different buying situation............62.5Propose new positioning for as selected product/service................................................7TASK3......................................................................................................................................73.1How products are developed to sustain competitive advantage .....................................73.2How distribution is arranged to provide customer convenience ....................................83.3How prices are set to reflect an organisation’s objectives and market conditions .........83.4How promotional activity is integrated to achieve marketing objectives.......................93.5Analysing the additional elements of the extended marketing mix ...............................9TASK4....................................................................................................................................104.1Marketing mixes for two different segments in consumer markets .............................104.2.Illustrate differences in marketing products and services to businesses rather thanconsumers for Vodafone UK.............................................................................................104.3How and why international marketing differs from domestic marketing in the case ofVodafone UK.....................................................................................................................11CONCLUSION.......................................................................................................................11REFRENCES..........................................................................................................................13
INTRODUCTIONMarketing is the process of buying and selling of the goods from the buyer to theconsumers including the advertisements process,shipment and also provides the after salesservices. The marketing Principles are the customer based principles(Henley, Raffin andCaemmerer, 2011). They are mainly concerned with the customers requirement and fulfiltheir needs. Marketing principles are based on the 4P's of marketing. The 4P's are thepromotional tools for the for the marketing principles. BMW is an vehicle company deals inproviding various deluxe car services to their customers. The report is based on the BMWmarketing process and how they provide the satisfaction to their customer's.TASK11.1Explain the various elements of the marketing processMarketing is the process of exchange of the goods to the customer's and provingthem the after sales services. The marketing process consists the various steps which BMWhas to analyse for their organisation.Evaluating the marketing opportunities- This step aims at analysing thecurrent marketing situation and comparing it with the future trends. Itincludes the evaluation of the internal and external market.Selecting the target market- This consists with the targeting a particular set ofgroup or people against the products offering.Marketing Strategy- Marketing strategy consists with the framing strategywhich are relevant to the targetted group selected.Marketing mix decision- At this stage the appropriate decisions for marketingmix are chosen by the BMW(Deshpande and Rundle-Thiele,2011.). Itincludes framing of the price policy setting up the distribution channel andadopting various promotional tools.Implementation- This is the last step in which all the strategies framed areimplemented and the control over the working is done.1.2The benefits and costs of a marketing for the BMWMostly the business organisation are based on the market approach and aims atdevelopment of goods according to the customers wants and requirement. The market
oriented approach leads to provide certain benefits to the advantages to the BMW. Thecertain advantages are:Customer centric- It leads to focus on customer's on customer's wants and demands. TheBMW provides more attention towards their buyers and aims at providing them satisfactionfully(Allyson Dooley, C. Jones and Iverson, 2012.).Addressing Demand- BMW work is based on the customer's demand and work is performedaccording to the customer's willingness.Providing customer benefits- This process helps the BMW to maintains the stability in theircustomers and helps in increasing the loyalty of the buyers towards the BMW.Adapt to the change- They works with focusing on consumers wants aims at developingmore sustainability in products over the competitors which leads to their survival incompetitive world.TASK22.1Macro and Micro environmental factors which influence marketing decisions of BMWThe environmental factors micro and macro have a great influence in the marketingdecisions for the BMW.Micro factors:Micro factors are considered as the significant factors for the success ofBMW. The micro factors are:Customers- Customers are the most important assets for any organisation. The BMW mustprovides excellence services for their long term bounding.Employees- The working staff in the BMW are well educated and have a depth knowledgein the field(Nowak, Gellin, MacDonald and Butler 2015.)Media- They are the key factors for the promotional activities in the BMW.Macro Factors: Macro factors considered as the factors that determines the that andopportunities in the BMW.Economic Environment- They helps in identifying the consumers buying and sellingabilities.Technological Environment- Generation of new methods and adaptation of newtechnologies in the working.
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