Marketing Principles & Practice Assignment : John Lewis

Marketing Principles and
Techniques

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Description of marketing.............................................................................................................1
TASK 2 ...........................................................................................................................................3
Performing marketing research ..................................................................................................3
TASK 3 ...........................................................................................................................................4
E Marketing.................................................................................................................................4
TASK 4 ...........................................................................................................................................5
Applying your learning...............................................................................................................5
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is the selling and management of goods and services by seller to the buyers.
Thus as a result they can easily sell good quality of services to various users (Amine, 2015).
Hence it directly increase the level of customer satisfaction and thus firm can earn more profits.
As a result it can maintain unique position in market as well as in front of users. Assignment
describes about the different activities in marketing departments and market segmentation. It
discusses about John Lewis which is a retail firm. It was found in 1864 in U.K. It further
explains about the market analysis and research tools with techniques. It also explains about the e
marketing and thus range of various methods and the methods through which company manages
their image.
TASK 1
Description of marketing
Marketing is a method in which seller identifies the needs and wants of customers and
thus sell goods according to their requirements. Thus as a result they can directly increases the
customer satisfaction. Hence as a result they can maintain good image in minds of all users and
in market. Marketing includes different activities such as sales, market research, diversification
and promotion etc. Different tasks involved in marketing by John Lewis are:
 Sales: Marketing helps in selling suitable goods to various users. It is done after
performing the market analysis. This is an important function of the marketing. Thus as a
result it can increase the level of satisfaction.
 Market analysis: In this method company identifies the need and wants of all customers.
Thus as a result they can provide goods according to requirements of all consumers.
Hence they can easily satisfy many users. Purchase: Marketing manager purchase good quality of raw materials at lower costs.
Thus as a result they can gain more profits.
Segmentation: It is the process in which populations is divided into different criteria.
Company has divided people on different basis (Batini and Scannapieco, 2016). They are: Geographical segmentation: Population is divided on basis of different cities,villages
and towns. For example in town s mostly shopping goods are preferred and in villages
consumer goods are used by people. Hence this segmentation is very crucial so that
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company can easily fulfil all needs and wants of all people. Thus as a result they can
directly increase the user's satisfaction (Gitman, Juchau and Flanagan, 2015).
 Demographic: In this population is divided on basis of age, sex, education and
occupation. Basis of segmentation is:
1. Age: In this population is divided in different criteria such as teenage, retired person and
the adults.
2. Sex: It is divided into male and female
3. Occupation: Population is divided on basis of service sector, agriculture and the
household sector.
 Psycho graphic : In this population is divided on basis of different criteria such as
attitude and lifestyle of various customers. Through this firm can satisfy all needs and
wants of all users.
Marketing mix: It includes the process of promoting various products. Marketing Mix of
John Lewis are:
Product: They provide various products related to electronics, gift items, fashion etc. It is
done to satisfy needs of all consumers.
Price: They generally follow the competitive pricing in which company charges prices
according to strategies of rivals. Thy can charge low rices if less prices are charged by
competitors.
Place: It has approximately has 50 stores in various count rues. Manager has also rated
different and unique mobile applications so that it can easily sell various products to various
users.
Promotion: In this company performs many promotional; campaign such as Buster the
boxer and the Journey to promote various products Thus they can easily perform the promotion
of various goods.
Process: They create various procedures so that products from manufacturing house can
easily be sold to warehouses. This helps in distributing the products to all users (Graber and et.
al., 2016).
People: They select educated and competent staff members. It has around 38000
workers.
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Physical evidence: Shop and outlets have good ambiance and unique look so that it can
attract many users. Through this it can attract many customers. Hence it can satisfy all needs of
customers (Lee and Kotler, 2015).
TASK 2
Performing marketing research
Market research is identification of all needs and wants of various users. It is crucial so
that company can easily fulfil requirements and demand of people. Research can be primary or
secondary. There are various objectives of research. Aim of research by John Lewis are:
 Determining the customer needs: Through market research company can easily
determine the customer needs and wants. Thus as a result they can easily satisfy their
demands.
 Nature of competition: Through evaluating of market research, John Lewis can easily
identify the strengths and weakness of competitors and hence can create effective
strategies to beat the rivals.
 Solve marketing issues: Marketer can easily solve any issues or problems related to
marketing of any product. Hence marketing can easily be done smoothly and
successfully.
Market research methods: There are different marketing research techniques which are
used by the company. It can be primary and secondary research. Primary research is collecting
the fresh information and data. John Lewis uses primary research in the company to collect
relevant data from all users. This method directly saves expenses and time of company.
John Lewis have done a survey and then creates questionnaire which is send to various
users for getting suggestions from all people. Thus as a result they can easily collect suitable and
relevant data. Thus as a result they can directly choose an appropriate method. Questionnaire
must contain simple questions so that they can easily understandable to various users. They
cannot contain complex questions. Through this it can easily receive feedback from all people.
John Lewis has performed the Pestel analysis. It is described below:
Political: In this U.K. tries to decrease the tax rate so that they can easily perform all
activities. Thus they can generate more revenues (McClements, 2015).
Economic: In this there is recession. So hence customers can earn more revenues as they
get profits at low costs.
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Social: Customers are demanding many products. Thus as a result they have to give
appropriate products to various users. Thus they can generate more revenues (Schmidt, 2017).
Technological: In this there are different technologies which can be directly impact the
company. So hence as a result they have to create strategies to adopt the recent tools and
techniques.
Environmental: In this method company have to create different strategies and
techniques so that they can directly protect the environment.
Legal: This factors had positive impact on the company. Thus as a result company has to
follow the rules and regulations regarding selling of products as then only they can easily operate
their business.
TASK 3
E Marketing
E marketing is the selling of many goods and services to the buyers through online suites
and applications. Thus they can easily attract many buyers. Now a days many people are using
different online applications and thus company is also selling their products through online
applications (Different Types and Methods of e-Marketing, 2018). Hence as a result they can
easily attract many customers. Different methods of E marketing used by John Lewis are:
Email marketing: In this company sends e mail messages to all the customers so that all
users can easily avail the services and products. Thus as a result they can easily attract many
users and hence they can directly leads to increasing of customer satisfaction.
Search engine optimization: In this method company has to keep top in all lists of
products so that customers can easily find that product. For example a customer searched for any
consumer good so hence firm after performing the marketing research can keep that product on
top so that any users can easily search for that product.
Social media tools: In this method company can use various methods so that products
can be easily sold to various customers. They can use Linked In, Facebook and Twitter to
promote various products. Thus it can create a network.
SMS marketing: In this firm sends SMS messages to various uses regarding attractive
offers and thus they can easily attract many customers. Hence as a result they can directly
increase the satisfaction of user (Seeram, 2015).
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John Lewis has to maintain their good image in front of all users. Thus as a result they
can maintain good image in the market as well as in front of all customers (Spreer, 2017). Hence
they can use different techniques so that they can maintain positive image in the market.
Methods to give good and positive image in the market by John Lewis are:
Referrals: In this technique any individual have to send referrals codes of their friends
and relatives as then only they can purchase the product from the company. Thus as a result they
can maintain good image in market.
Diversification of web presence: In this company presents many attractive
advertisements on internet sites. This is done so that they can capture many users. Thus they can
generate more revenues.
Joint selling: In this technique there is selling of different products as company make
join hands with another company. Thus as a result they can directly gather many customers in
less time.
TASK 4
Applying your learning
In this company uses primary source so that it can collect relevant information from all
users. Their target people is the young people so that they can attract many customers. Thus they
can attract many customers (Tomczak, Reinecke and Kuss, 2018). Questionnaire is created so
that relevant information and data can be gathered from various customers and thus they can
easily receive suggestions and feedback from users. Questionnaire created by John Lewis is
described below:
Questionnaire
Name
Gender
Sex
Contact number
Email id
Q.1 Did you like products which are delivered by company?
A)Yes
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B)No
Q.2 Did you like behaviour of staff members?
A)Yes
B)No
Q.3 Is suitable prices are charged by the company?
a)Yes
b)No
Q.4 Did you like the ambiance and layout of company?
a)Yes
b)No
Q.5 What are points you would like to change in future?
a)Product
b)Ambiance
c)Process
Q.6 What are the suggestions would you like to give to company?
Interpretation of finding:
Q.1 Did you like products which are
delivered by company?
Frequency
Yes 40
No 10
6

Yes No
0
5
10
15
20
25
30
35
40
Interpretation: From above mentioned report it has been concluded that 40 out of 50
respondents think that they like the products of company.
Q.2 Did you like behaviour of staff
members?
Frequency
Yes 35
No 15
7

Yes No
0
5
10
15
20
25
30
35
Interpretation: From above mentioned report it has been concluded that 35 applicants
out of 50 candidates likes the behaviour of staff members.
Q.3 Is suitable prices are charged by the
company?
Frequency
Yes 30
No 20
8

Yes No
0
5
10
15
20
25
30
Interpretation: From above mentioned report it has been concluded that suitable prices
are charged by the company as 30 out of 50 candidates think that appropriate prices are charged
by the company. This attracts many people.
Q.4 Did you like the ambiance and layout of
company?
Frequency
a)Yes 35
b)No 15
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Interpretation: From above mentioned report it has been concluded that 35 out of 50
candidates think that they liked the ambiance and layout of the company. Hence they can also
maintain customer loyalty in the company.
Q.5 What are points you would like to change
in future?
Frequency
a)Product 40
b)Ambiance 5
c)Process 5
10
a)Yes b)No
0
5
10
15
20
25
30
35

a)Product b)Ambiance c)Process
0
5
10
15
20
25
30
35
40
Interpretation: From above mentioned report it has been concluded that 40 out of 50
respondents say that product can be changed so that they can they can attract many customers in
the company.
CONCLUSION
It has been concluded from above report that marketing is very crucial in every company.
Through this they can maintain unique position in the market. Marketing is selling of goods and
various activities so that product can be promoted in effective and efficient manner. Market
analysis is performed so that they can easily sell the products. E marketing is used by company
to sell products in the market. Company also created Questionnaire so that they can sell various
products to customers. They can take suggestions from customers regarding their products and
services. Thus they can easily attract many customers and can generate more revenues.
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REFERENCES
Books and Journals
Amine, L. S., 2015. Teaching marketing management in a developing country: The Moroccan
experience. InProceedings of the 1983 Academy of Marketing Science (AMS) Annual
Conference(pp. 289-293). Springer, Cham.
Batini, C. and Scannapieco, M., 2016.Data and information quality: dimensions, principles and
techniques. Springer.
Gitman, L. J., Juchau, R. and Flanagan, J., 2015.Principles of managerial finance. Pearson
Higher Education AU.
Graber, L. W. and et. al., 2016.Orthodontics-E-Book: Current Principles and Techniques.
Elsevier Health Sciences.
Lee, N. R. and Kotler, P., 2015.Social marketing: Changing behaviors for good. Sage
Publications.
McClements, D. J., 2015.Food emulsions: principles, practices, and techniques. CRC press.
Schmidt, S. J., 2017.Marketing the law firm: business development techniques. Law Journal
Press.
Seeram, E., 2015.Computed Tomography-E-Book: Physical Principles, Clinical Applications,
and Quality Control. Elsevier Health Sciences.
Spreer, E., 2017.Milk and dairy product technology. Routledge.
Tomczak, T., Reinecke, S. and Kuss, A., 2018. Introduction. InStrategic Marketingpp. 1-18).
Springer Gabler, Wiesbaden.
Online
Different Types and Methods of e-Marketing. 2018. [Online]. Available through:
<https://code95.com/blog/types-and-methods-of-e-marketing/ >.
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