Marketing Process & Planning: The Marketing Concept, Functions and Mix

This report on Desklib covers the marketing concept, functions and mix, with a focus on Tesco. Learn about the role of marketing in an organization, how it interacts with other departments, and the extended marketing mix. Evaluate how the marketing mix adopted by Tesco contributes to the success of the organization and get recommendations for improvement.

Higher National Diploma in Business
Management
Unit 2 Marketing Process & Planning
The Marketing Concept,
Functions and Mix (Part 1)
Marketing Planning (Part 2)
Name:
ID:
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Table of Content
Part 1: Briefing Paper
1.0 Introduction p
2.0 An explanation of the concept/definition of marketing in the 21st century
p
3.0 Description of the role of marketing function with examples from the
chosen organisation p
4.0 An analysis of how the marketing function works and interacts with other
departments p
5.0 An explanation of the extended marketing mix and examples from selected
supermarket p
2.0 An evaluation of how the marketing mix adopted by the selected
business (or business unit) contributes to the success of the organisation in
meeting their overall business objectives p
3.0 Recommendations p
9.0 Conclusions p
References p
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1.0 Introduction
Marketing is a method that companies use for research, selling, promotion and
distribution of products and services to the ultimate customer. Marketing can be defined as a
process of buying and selling of goods and services to other businesses or consumers(Arora
and Sanni, 2019). It plays an important role in an organization because it helps in sharing the
idea and concept of the product to the right audience. It is necessary to choose the right
marketing tool that helps in creating brand awareness in the minds of customers. Tesco is
regarded as a British multinational supermarket, headquartered in Welwyn Garden City,
London. The report outlines about the concept and role of marketing functions that help
Tesco in analysing the working of marketing with other departments. The report also
discussed about marketing mix strategy that help the company in achieving the desired
objectives.
2.0 An explanation of the concept/definition of marketing
in the 21st century
According to the author Twin(2021), marketing is considered as an activity that company
uses to promote the sell of goods and services for target customers (Bothma and Kühn,
2018). Marketing can be defined as a process in which both traditional and digital channels
are combined for promoting the products and services.
3.0 Description of the role of marketing function with
examples from the chosen organisation
The role of marketing functions helps company in understanding the customers requirements
and feedback to ensure that right products and services are reaching in the market(Claxton
and Kent, 2020). Tesco is offering a wide range of products in the market to satisfy the needs
of the consumers. The marketing function at Tesco has followed a marketing technique that
aims at producing different range of quality products at varied price so that they reach a wide
range of customers. The main functions of marketing are:
 Identifying customers needs– The first step of marketing is to identify the taste and
preferences of the customer that are available in the market (Pohludka and Štverková,
2019). In context of Tesco, the manager mainly focuses on identifying the needs and
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wants of the customers so that they offer products and services according to their
preferences. The company analysis needs of customer through surveys, interviews
and social listening.
 Strategic Product Planning – Planning is a process of analysing activities which are
required for achieving the organizational goal. The marketing manager of Tesco plans
to use Brand image strategy which helps the company in selling their product at
reasonable price with good quality. This strategy is good because people identify
Tesco products by their brand value and quality.
 Product Promotion and publicity– Promotion is a technique used by companies to
create brand awareness to increase the sale of products and for targeting potential
customers. In context of Tesco, the manager attract more customers by promoting
their products through advertising, hoardings and charitable events. They provide
promotional offer and discounts such as buy one get one free to the customers. They
also has a loyal card known as 'Tesco Club-card' which offers exchange points at the
time of purchase.
 Distribution channel – Distribution refers to the act of delivering company's
products and services to the ultimate customers (da Gama, 2022). In context of Tesco,
the marketing manager transport their products by using two different channels that is
offline and online. The company uses official website to sell their products online for
easy delivery of products to customers. Most of the customers have shifted towards
online shopping which helps customers save time and effort.
4.0 An analysis of how the marketing function works and
interacts with other departments
 Marketing and Finance department
Marketing department need to work in coordination with finance department to make sure
that the budget is set appropriately to meet the needs of promotion, research and distribution.
In context of Tesco, marketing manager ensures that the products are offered at the best
possible price with good quality. The role of finance department is to ensure that the
operations of business are carried out within financial capabilities. The marketing manager
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focuses on sales volume and create market share in relation to which finance department
concentrates on covering costs, cash flow and investment.
 Marketing and Production department
Marketing and production department works together to utilize the resources optimally for
reducing the cost of production (Gonzalez and Claro, 2019). In context of Tesco, marketing
manager works with production department to ensure that the products manufactured are of
good quality and design to attract customers. Marketing manager sets a certain deadline for
the production department so that they produce products on time in market to meet the
competitive advantage.
 Marketing and Human Resource department
Marketing and human resource department works together to achieve the goals of the
organization by training and developing employees(McGlynn and Garner, 2018). In context
of Tesco, the marketing manager uses the HR department to recruit people that have good
knowledge of marketing concepts. HR department helps the manager in finding the right
candidate by assessing the profile of different people and by organising their interviews.
 Marketing and IT department
Marketing and IT department are interrelated with each other and helps in promoting
products with new offers and technology (Kolomytseva and Pavlovska, 2020). In context of
Tesco, the marketing manager uses IT department to develop product by using graphics,
voice and image by software to attract customers. IT department helps the marketing
managers in creating websites online that create more demand for their products and captures
large market share.
5.0 An explanation of the extended marketing mix and
examples from selected supermarket
The manager of Tesco uses marketing mix to analyse the factors that help in meeting the
changing demands and needs of the customer (Safari and Albaum, 2019). The marketing mix
of two companies is discussed below:
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Basis Tesco Sainsbury
Product Tesco is a leading
supermarket of UK that
produces a wide range of
products such as food,
stationary, clothing,
cosmetics and financial
services. They offers
products in their own brand
name through both online and
offline mode. Currently
company is planning to
launch Keto food products
(Na, Kang and Jeong, 2019).
Sainsbury is one the famous
producer of a wide range of
products in the market of UK
which includes clothing,
electronics, baby products,
food items and health and
beauty products. They offer
ready to eat meals and
organic food products for
people that are allergic to
dairy, wheat and gluten food
items. The company
introduced a new product in
the food segment for meat
and fish products known by J.
James & Family.
Price Tesco provides good quality
products at reasonable prices
by using economies of scale
and the best procurement
channels. Brand Guarantee is
a unique program of Tesco
which gives customers a
benefit of paying low price at
different stores.
Sainsbury focuses on
providing 'value for money' to
the customers by maintaining
the quality of the products.
They uses competitive pricing
policy which helps in gaining
more market share in a shot
period of time (Xie and
Bagozzi, 2019).
Place Tesco has its headquarter in
Chestnut, Hertfordshire,
England. The company uses
two types of distribution
Sainsbury holds around 700
convenience stores and 500
supermarkets in many
countries. They provide home
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channel that is online and
offline to deliver products to
the customers in time.
delivery for its products and
customer can place order
online through website or by
phone call.
Promotion Tesco has a strong brand
image in the market by
offering products at low
prices. They uses television
adds, charitable events and
hoardings to promote their
products. Tesco also provide
a loyalty card known as
'Tesco Clubcard' which is
used for targetting customers.
Sainsbury uses Above the
line and Below the line
promotional strategies to
build brand name and to
attract customer. To increase
the sales of the company,
they launched a card called
'Nectar reward card' which
helps customer to earn points
at the store on every purchase
they do.
People Tesco has around 4,00,000
employees across the world
in different countries. They
motivate their employees to
perform well and encourage
them to provide support to
each other. The company also
offer promotions to the staff
so that work with full
potential.
Sainsbury has a good number
of trained persons and
professionals that are aware
about the behaviour of the
customers. They have
recently launched a program
known as Level 2 Craft skills
model for providing training
to bakers and fishmongers.
Physical evidence Tesco uses innovative logos,
labels, colours and equipment
to attract customers. There
stores are clean and every
product is well categorized
which helps customers to find
Sainsbury designs its stores
and layouts in accordance
with the needs of the
customers. The basket and
trolleys are of good quality
which ensures great shopping
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the product easily. experience for customers.
Process The process of Tesco mainly
focuses on keeping its
customers happy by offering
its products online as well as
offline and by speedy billing
service.
Sainsbury provide the benefit
of online shopping by 'click
and collect' service where
products are easily ordered.
The company also make
changes in pricing and
delivery allocation which
helps in raising the number of
orders and gains customer
loyalty.
2.0 An evaluation of how the marketing mix adopted by
the selected business (or business unit) contributes to the
success of the organisation in meeting their overall
business objectives
Marketing mix strategy works as an important tool which helps Tesco in implementing an
effective marketing strategy for achieving organizational objectives (Nguyen and Harrison,
2019). This strategy helps the company to position its brand in the market by applying
promotional methods which help the company to attract and retain the customers that is the
key aim of the marketing department of the Tesco. Marketing mix helps Tesco to ensure that
the marketing manager is focusing to the right product, to the right people, at the right time
and place. Tesco introduced a new product range that is low priced and brightly packaged
food under a new brand to attract customers.
3.0 Recommendations
Tesco use to offer products at reasonable prices with good quality standards but to diversify
the product line for introducing new products the company must adopt digitalization because
that will help the company in improving their speed and quality of their services. The
company should also introduce an innovative strategy for quality and information
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management (Naudé and Sutton-Brady, 2019). The company also needs to update HRM
strategies to meet the standards for treating employees and by satisfying their needs.
9.0 Conclusions
It can be concluded from the following report that marketing is an important tool that
organization use to promote goods and services. Marketing not only helps in creating brand
awareness but also results in increasing sales, engaging customers and growing businesses. It
has been evaluated that marketing functions helps marketing managers in identifying the
right market with large customer base. The report evaluates that marketing works closely
with each department of organization for proper coordination and development. The above
report also concludes the importance and evaluation of marketing mix which helps the
company to understand the customer needs and to achieve the company goals.
9

References
Arora, A.S. and Sanni, S.A., 2019. Ten years of ‘social media marketing’research in the
Journal of Promotion Management: Research synthesis, emerging themes, and new
directions. Journal of Promotion Management, 25(4). pp.476-499.
Bothma, M. and Kühn, S., 2018. The coffee shop dining experience and customer loyalty
intentions: Brewing the perfect blend. Management Dynamics: Journal of the
Southern African Institute for Management Scientists, 27(4). pp.12-28.
Claxton, S. and Kent, A., 2020. The management of sustainable fashion design strategies: An
analysis of the designer’s role. Journal of Cleaner Production, 268, p.122112.
da Gama, A.P., 2022. Marketing performance: aligning people, processes, and
results. Journal of Business Strategy.
Gonzalez, G.R. and Claro, D.P., 2019. How intrafirm intermediary salespeople connect sales
to marketing and product development. Journal of the Academy of Marketing
Science, 47(5). pp.795-814.
Kolomytseva, O. and Pavlovska, A., 2020. The role of universities in the national innovation
system. Baltic Journal of Economic Studies, 6(1). pp.51-58.
McGlynn, P. and Garner, G., 2018. Intelligence analysis fundamentals. CRC Press.
Na, Y.K., Kang, S. and Jeong, H.Y., 2019. The effect of market orientation on performance
of sharing economy business: Focusing on marketing innovation and sustainable
competitive advantage. Sustainability, 11(3). p.729.
Naudé, P. and Sutton-Brady, C., 2019. Relationships and networks as examined in Industrial
Marketing Management. Industrial Marketing Management, 79. pp.27-35.
Nguyen, H. and Harrison, N., 2019. Leveraging customer knowledge to enhance process
innovation: Moderating effects from market dynamics. Business Process Management
Journal.
Pohludka, M. and Štverková, H., 2019. The best practice of CRM implementation for small-
and medium-sized enterprises. Administrative Sciences. 9(1), p.22.
Safari, A. and Albaum, G., 2019. Transactional or relational exchange theory in B2C
marketing: An agenda for a different type of relational exchange theory. Journal of
Customer Behaviour, 18(2). pp.87-100.
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Xie, C. and Bagozzi, R.P., 2019. Consumer responses to corporate social irresponsibility:
The role of moral emotions, evaluations, and social cognitions. Psychology &
Marketing, 36(6). pp.565-586.
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Table of Content
Part 2: Marketing Plan
1.0 How the strategic marketing plan links with the overall organizational
mission, corporate strategy and objectives p
2.0 Clear and SMART marketing objectives p
3.0 Marketing research to support the new product line launch p
4.0 A situational analysis p-p
4.1 Marketing audit, making use of appropriate analytical tools including
SWOT, Pestle and 5C analysis p
4.2 A competitor analysis including the market segments p
4.3 Sub-segments p
4.4 Articulation of the new product value-proposition in the eyes of the
customer p
4.5 Development of the marketing strategies applied to the extended marketing
mix p
4.6 Setting of an overall marketing budget, including allocation of planned
spend p
4.7 Tactical actions p
4.8 Identifying appropriate control and monitoring measures to ensure
achievement of objectives including metrics to measure success such as
Return on Marketing Investment (ROMI) and Customer Lifetime Value (CLV)
p
5.0 A comprehensive media plan that supports the planned marketing
campaign p-p
5.1 A media budget p
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5.2 Recommendations and rationale for selected and integrated multi-media
activities within the set budget that meet the marketing objectives p
5.3 Appropriate digital, offline and social media channels for communication
p
5.6 Full justification for a multi-media plan based on quantitative and
qualitative criteria p
References p
1.0 How the strategic marketing plan links with the overall
organizational mission, corporate strategy and objectives
Tesco is a UK based multinational retailer company which is headquartered in Welwyn
Garden City, England. The company has created a positive brand image in the market of UK
by producing best quality products at reasonable prices(Docquier, 2018). They also focus on
introducing a new strategy that helps in attracting more customers.
Mission of Tesco
The mission statement of Tesco states “We make what matters better, together”. This
statement defines that every person plays a significant role in achieving success of the
company. It mainly focuses on improving the health of their customers by introducing
hygienic products by offering customized products that creates a bond between the customers
and the company.
Corporate strategy of Tesco
The corporate strategy of Tesco is based on a Steering wheel model that includes all the
important elements of the customers, business, operations, finance, people and community
which are handled in a balanced way. This model places more emphasis on creating value for
customers for earning their lifetime loyalty.
Objectives of Tesco
The main objective of Tesco is to provide electronics, grocery items and clothing goods
through online services to reach a wide network. Tesco also aim to become a famous
supermarket that provides good quality products at lower price to compete with other
supermarket businesses.
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2.0 Clear and SMART marketing objectives
Smart marketing objectives of Tesco
 Specific – With the introduction of Keto products in the food segment of Tesco, the
main aim of company is to earn profits by targeting customers that are interested in
consuming healthy products.
 Measurable - The objective of Tesco is to increase the sale of the product in the
target market by 8%. This can be achieved by offering products at minimum price
with good quality and good promotions.
 Achievable – Keto products are in market trend and now a days people are shifting
towards health conscious diet to maintain their health which increased the market
share for healthy products (Ferré Belda, 2021). With the increase in market share and
increase number of customer Tesco can achieve the target market.
 Realistic – Tesco introduces this new range of Keto products to fulfil the changing
needs of the customers for healthy food. This objective is achievable in the changing
marketing trends and changing tastes of the consumers.
 Time bound – Tesco will achieve this target by the next year with proper planning
and research of the market by studying different customer segments.
3.0 Marketing research to support the new product line
launch
Steps of market research to launch new product of Tesco
 Identify the competitive market – To launch new range of Keto products, the
manager of Tesco will first understand the competitive market to study the nature of
products and services they offer. Tesco will target young adults within the age group
of 20-30 that follows a healthy lifestyle and needs healthy products in the market of
UK. New generation people are more active on social media and are keen interested
in trying new Keto products.
 Define the goals – The marketing manager of Tesco decides to increase its sales by
8% by selling Keto products in the new target market which will helps in increasing
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the customer retention rate. The company will also focus on raising the demand for
the new product by targeting right market with right customers base.
 Unique value proposition – The marketing manager of Tesco focuses on producing
good quality Keto products at lower prices in comparison with other brands. The
company introduces a range of Keto products that include keto rice, keto chocolates,
keto pancake mix, keto biscuits and breads (Gonçalves, 2020). They offers diet plan
to the customers that want to purchase the product and also provide membership to
the regular customers which include discounts and coupons.
 Determine marketing strategy – After analysing the market, marketing manger of
Tesco will choose the media channel to promote Keto products. The company will
promote through advertising, hoardings and social media which include Facebook and
Instagram (Hansen and Juslin, 2018). The people of UK are keen of using social
media which is an advantage for the company in reaching more customers.
 Product testing – Tesco will test the product by engaging customers with free
samples to provide feedback for the product they receive and by offering the feature
of live chat where customers can talk about the problem that they face. By this the
company can make changes in the product to increase the brand value.
 Monitor the product – In the final step Tesco will monitor the launch of Keto
products in the new market by making them available at both online and offline
modes so that more customers are aware of the new range. The company will use
different KPI's to measure the success of their product.
4.0 A situational analysis
4.1 Marketing audit, making use of appropriate analytical tools
including SWOT, Pestle and 5C analysis
Swot analysis of Tesco
 Strengths – Tesco is considered as the largest supermarket of UK which has a
positive image in customers mind and also creates a high brand equity in the market
which helps in acquiring new customers for the sale of Keto products.
 Weaknesses – Tesco is known to be a well established company and it has to fight
the competition to increase the sale of new range of Keto products the company needs
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to cater the demands of the customers by tapping new markets to expand their
business in the food segment.
 Opportunities – There are so many opportunities in the market which helps Tesco in
gaining more market share internationally. They need to work on online channels for
increasing the sales of the products by following Wal-Mart in the US to sell their
Keto product range at a competitive rate to increase the value of the brand (Kazak and
Correia, 2022).
 Threats – Tesco faces a cut throat competition in the market which hampers the
growth of the business. Pricing policy of Aldi and Lidl is a threat to Tesco as it impact
the profits of the company. To overcome this the company needs to change the
pricing policy to increase the profits.
Pestel analysis of Tesco
 Political – Tesco needs to follow all the rules and regulations of the government to
ensure safety and compliance of products. Taxes and political stability are two main
factors that affect the profitability of the company (Martinho, 2021).
 Economic – There are several economic factors that affect the operations of Tesco
such as inflation rate, taxation policies and interest rates. Due to economic downturn
the company will face problem in tapping new markets for the sale of Keto products.
 Social – Tesco sales their products in UK market by keeping customers tastes and
preferences at the top priority to provide good quality products. The company needs
to adapt the changing shopping trend to deliver goods same day with flexible return
policy.
 Technological – As the technology is changing with a fast pace, the company needs
to modify itself with the new trends. Tesco has introduced RFID technology to
improve in-store experience of their customers.
 Environmental – Tesco offers a wide range of products to its customers and focuses
on improving the environment to create a sustainable society. The company has
introduced a plan of Remove, Reuse, Reduce and Recycle which helps in minimising
the use of plastic bags and this will also helps in increasing the sale of Keto products.
 Legal – Any change in the policies of the government will directly effects the
operations of the company (Pérez, 2021). Tesco faced a issue of fraud case which
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effects the reputation of the company. Because of this issue the company loose its
existence in the market which will effect the sale of new product.
5C's analysis of Tesco
 Company – Tesco is one of the leading multinational grocery company which
produces different types of products such as Tesco express, Tesco metro and Tesco
superstore. They have online presence in the market to sell their products to the large
market.
 Collaborators – Tesco has a good relationship with strategic partners and suppliers
which helps in achieving success. This strong relationship will benefit the company in
supplying Keto products at reasonable prices.
 Customers – Tesco considers customers as their first priority by delivering best
service. They communicate frequently with customers to get feedback and this helps
the company in checking the result of Keto product in the market.
 Competitors – Tesco faces tough competition from Sainsbury, Lidl and Aldi in the
market of the UK. They implemented various strategies to stand out in the market by
providing products at low rate with good quality (Ribeiro, 2018).
 Context – There are several macro factors that effect the operations of the business.
Tesco sells both branded and own products by addressing the needs of customers
from various economic backgrounds.
4.2 A competitor analysis including the market segments
Company Description
Morrisons Morrison is considered as the fourth largest
chain of supermarkets in the market of the
UK, headquartered in Bradford, West
Yorkshire, England. They mainly deals in the
business of food and grocery and provides
around 60% fresh food in their stores. The
revenue of the company is approximately
1753.6 crores GBP. They use promotional
pricing, product bundle and premium pricing.
Asda Asda is well known British supermarket in
the UK which is headquartered in Leeds,
England. Asda offers a range of products
such as fashion, home and food products. The
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company earns a revenue of around 22.90
billion in the recent years. The company uses
different methods to promote the products
such as price reduction and buy one get one
free offers to the customers (Rincón Daza
and Corzo Villero, 2018).
4.3 Sub-segments
STP analysis of Tesco
 Segmentation – According to the new market trends, Tesco splits the market into
small groups on the basis of customer needs and preferences. To increase the market
share of Keto products, the company will target high income people, teenagers, health
conscious people and households.
 Targeting – Tesco produces a wide range of products and services in different
markets. To promote the sales of Keto products the company will target individuals of
young age that are in the age group of 20-30t that believe in eating healthy food
(Sánchez-Arrebola, 2019).
 Positioning – Market research helps Tesco in positioning their products in the
market. To position the new range of Keto products in the market, the company will
use experimental positioning to target customers on the basis of their tastes and needs.
4.4 Articulation of the new product value-proposition in the eyes of
the customer
Tesco is a renowned brand in the market of the UK which offers a variety of different
products according to the customer needs and wants. The company creates value-proposition
in customers mind by:
 Relevancy – Tesco has introduced a new range of Keto products in their food
segment by considering the health of customers as an important factor. Keto products
is a low calorie diet that helps the customers in improving their lifestyle by
consuming healthy food.
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 Quantified value – Keto product introduced by Tesco provides various benefits such
as reduces weight, cure acne problem, improve heart health, reduces seizures and
maintain sugar levels.
 Differentiation – Tesco provide Keto products at reasonable prices with best quality
in comparison with other brands. They offers products by both online and offline
sources and also provides membership offers to the regular customers which includes
discount on the purchase of these products (Tashfia, 2021) .
4.5 Development of the marketing strategies applied to the
extended marketing mix
Extended marketing mix of Tesco
 Product – Tesco introduced a range of Keto products which includes keto chocolates,
keto rice, keto pancake mix, keto biscuits and breads.
 Price – The price of Keto products are set reasonable by using economies of scale.
 Place – Tesco sells Keto products at both stores that is online as well as offline to
reach to the potential customers.
 Promotion – Tesco promotes Keto products by offering free samples, adverting and
social media.
 People – Tesco has large customer base because of its brand image which helps
motivated employees to acquire new customers for selling Keto products.
 Physical evidence – Tesco has a unique packaging of Keto products which helps in
attracting customers.
 Process – Tesco provides self service machines for making payments in offline stores
and also provide home delivery services through online website which results in
increase of Keto products sales.
4.6 Setting of an overall marketing budget, including allocation of
planned spend
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Particulars Income
&
Expendit
ure
Utensils
Furniture
Ingredients
Marketing budget
Equipments
Store rent
Miscellaneous
£43,000
£50,000
£80,000
£16,936
£8,800
£440,336
£176,134
Total £815,206
4.7 Tactical actions
Tesco tactic is to serve customer not only in UK but in all over world by its products which
are of good quality and healthy.
4.8 Identifying appropriate control and monitoring measures to
ensure achievement of objectives including metrics to measure
success such as Return on Marketing Investment (ROMI) and
Customer Lifetime Value (CLV)
Return on Marketing Investment
This method is used by marketers of Tesco to decide which promotional tool is best suited for
the company and gives high return on investment. The company uses advertising and
hoardings to promote the sale of Keto products(Treado and Brunswick, 2018).
Customer Lifetime Value
Tesco uses this method to understand the needs of customers and measure feedback to
calculate the value of existing customers to increase the sale of new product.
5.0 A comprehensive media plan that supports the planned
marketing campaign
5.1 A media budget
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Tesco spends mostly on advertising to promote the sale of Keto products which helps in
reaching more customers. The company spends around 81.15 British pounds to achieve the
target market.
5.2 Recommendations and rationale for selected and integrated
multi-media activities within the set budget that meet the marketing
objectives
Tesco must consider digitalization in their marketing framework to price their products in the
competitive market and generate profitability. Digitalization is a new trend in the market and
this will help the company in achieving the marketing objectives.
5.3 Appropriate digital, offline and social media channels for
communication
Digital channel – Tesco uses E-mail Marketing for delivering information about discounts
and sales in the store.
Offline channel – Tesco uses Television Advertising to promote the sale of products in
different market segments.
Social media channel – Tesco uses Instagram to promote the marketing of products by
posting innovative content related to products.
5.6 Full justification for a multi-media plan based on quantitative
and qualitative criteria
Multi media channels helps in building brand awareness in the minds of customers through
unique logo and style which promotes the sale of goods and services of Tesco in different
market segments. Media is a strong promoting tool for conveying message to the potential
customers (Vera and David, 2020).
References
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entreprise active sur le marché automobile belge de l'occasion en B2B et en B2C. Le
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21

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València).
Gonçalves, F.D.N., 2020. Plano de marketing para a venda de sistemas de gestão por
assinatura (Doctoral dissertation, Instituto Superior de Economia e Gestão).
Hansen, E. and Juslin, H., 2018. Strategic marketing in the global forest industries. Oregon
State University.
Kazak, H. and Correia, R., 2022. Motivational factors of conference attendees–relevance of
online communication and nationality. Journal of Marketing Research and Case
Studies, 2022. pp.1-14.
Martinho, V.J.P.D., 2021. Contributions from literature for understanding wine
marketing. Sustainability, 13(13). p.7468.
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