Marketing Principles: Definition, Contribution, Elements, and Impact of Technology on Marketing Activities

Running head: MARKETING PRINCIPLES
MARKETING PRINCIPLES
Name of the student ) Ali Ahmed Nasir Abdullah Al Ali )
Name of the Collage ( WARNBOROUGH )
Author note

MARKETING PRINCIPLES1
Table of Contents
Activity 1.........................................................................................................................................2
Activity 2.........................................................................................................................................7
Activity 3.......................................................................................................................................12
Activity 4.......................................................................................................................................20
References......................................................................................................................................26

MARKETING PRINCIPLES2
Activity 1
Definition of marketing
Marketing is defined as a process that is being initiated by the organizations with the
objective of making the potentials customers aware of the product and service offerings. The
enhanced range of marketing activities permits an organizations in improving the rate of sales
volume while functioning in the global economies1. It has been noted that the diverse range of
marketing operations that are initiated by the organizations permits in making the customers
aware of their unique product or service offering to gain a competitive edge against the existing
players.
The marketing operations of an organization permits the practices relating to creation of
the propositions, communication with the different stakeholders and the customers, delivering
and promoting the propositions with the purpose of improving the sustenance. More than 97%
of the business develop the marketing operations with the objective of improving the rate of sales
volume while functioning in the different market segments 2. Therefore, marketing initiatives
that are commenced by the organizations permits the same in not only making the potential
customers aware of the different unique features of the proposition but also influence the buying
behaviour of the customers.
1Taneja, S. and Toombs, L. (2014). Putting a Face on Small Businesses: Visibility, Viability, and
Sustainability the Impact of Social Media on Small Business Marketing. [online] Questia.com. Available at:
https://www.questia.com/library/journal/1G1-397455483/putting-a-face-on-small-businesses-visibility-
viability [Accessed 20 Jul. 2019].
2 Opreana, Alin, and Simona Vinerean. "A new development in online marketing: Introducing digital
inbound marketing." in Marketing.expertjournals.com, , 2015,
<http://marketing.expertjournals.com/ark:/16759/EJM_305opreana29-34.pdf> [accessed 20 July 2019].

MARKETING PRINCIPLES3
Contribution of marketing
Improved marketing potentials of an organization permits the same in improving the
customer base of the same while maximizing the scope of expansion in the global economies.
The enhanced market potentials of the businesses through transparent communication,
application of superior marketing strategies and the quality of the offerings permits the ventures
in retaining the customer base. On the other hand, it has been noted that the enhanced marketing
operations of an organization improves the scope of drawing the attention of the free customers
who might turn out to be potential buyers for the venture3.
The application of extensive and explicit marketing campaigns permits an organization in
improving the feasibility of the market expansion through attracting the attention of huge number
of consumers. Marketing related operations hugely contribute to the competitive advantage of
the ventures while functioning in the globalized market places. For an instance, the marketing
operations and efficient communication of an US based organization permits in developing
market prospects in Australia.
On the other hand, the transparency in the marketing communication permits an
organization in identifying the potential customers in the different regions of the world for
improving their positioning capacity. Improved positioning of the line of product or service
offerings in the global economies permits an organization in improving the sales volume of the
3Thrassou, Alkis, Demetris Vrontis, and Stefano Bresciani. "The Agile Innovation Pendulum: A strategic
marketing multicultural model for family businesses." Available at:
<https://www.researchgate.net/publication/322941688_The_Agile_Innovation_Pendulum_A_Strategic_M
arketing_Multicultural_Model_for_Family_Businesses> [accessed 20 July 2019].

MARKETING PRINCIPLES4
same. On the other hand, the marketing operations of a non- profit making organization is reliant
on drawing the attention of the investors and the communities towards the activities that are
being planned by the same for better funding options4. The marketing operations in the non-
profit making organization permits the same in expanding the awareness among the relevant
stakeholders for the improved scope of sustenance. Therefore, the marketing capacity of the
organizations influence the overall operations from the design of the propositions to the
delineation of the places of distribution.
External factors and marketing
The external factors like political, economic, social, technological environmental and
legal influences the marketing capacity of the businesses. The research on the market prospects
permits an organization in identifying and examining the prospective global markets where their
propositions will not only be accepted but also will provide the same with huge number of
potential customers. The delineation of the economic capacity of the markets permits an
organization in examining the scope of expansion and profitability through a cost- benefit
assessment. On the other hand, Political relations between nations might hinder the uninterrupted
functioning of the venture5. Therefore, the considerations of the political and economic situations
4Lewis, Gemma Kate, John Byrom, and Martin Grimmer."Collaborative marketing in a premium wine
region: the role of horizontal networks | Emerald Insight", in Emeraldinsight.com, , 2019,
<https://www.emeraldinsight.com/doi/abs/10.1108/IJWBR-06-2014-0028> [accessed 20 July 2019].
5R Becherer & M Helms, "The Role of Entrepreneurial Marketing in Improving Market Share for Small
Businesses Facing External Environmental or Resource Challenges", in Questia.com, , 2016,
<https://www.questia.com/library/journal/1P3-4159661371/the-role-of-entrepreneurial-marketing-in-

MARKETING PRINCIPLES5
support an organization in identifying the market prospects of growth without encountering
barriers.
The assessment of the social factors permits an organization in delineating the needs and
demands of the customers in the different parts of the world. Identifying the correlation between
the demand of the customers and the propositions made by the company permits the same in
developing an idea of the market base. The delineation of the environmental and legal constraints
permits an organization in improving the marketing operations in alignment with the stringent
policies and regulations with the objective of continuing the business operations on an
uninterrupted basis.
The insights on the different external factors permits an organization in creating an
extensive marketing plan for the products and services. The ideation of the external factors
would support organizations in developing the prospects of growth and expansion. On the other
hand, the assessment of the external environmental factors permits an organization in inducing
modifications in product or price offerings. The assessment of different external factors also
support a venture in ideating the profitability of the same while indulging in different business
related activities. The key modifications in the value propositions enhances the scope of
improving the market base6. Therefore, organizations examine the external environments with
improving> [accessed 20 July 2019].
6Opreana, Alin, and Simona Vinerean. "A new development in online marketing: Introducing digital
inbound marketing." in Marketing.expertjournals.com, , 2015,
<http://marketing.expertjournals.com/ark:/16759/EJM_305opreana29-34.pdf> [accessed 20 July 2019].