Principles and Practices of Marketing

PRINCIPLES AND
PRACTICES OF
MARKETING

Table of Contents
INTRODUCTION ..........................................................................................................................4
MAIN BODY...................................................................................................................................4
TASK 1............................................................................................................................................4
Promotional mix of company ..........................................................................................................4
Advertising...................................................................................................................................4
Public relations and publicity ......................................................................................................5
Sales promotion- .........................................................................................................................5
Events and experiences-...............................................................................................................6
Personal selling ...........................................................................................................................6
Direct marketing .........................................................................................................................7
Interactive marketing ..................................................................................................................7
Word of mouth marketing- .........................................................................................................8
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing refers to the art of reaching to the end customers and influencing them in
manner to make purchase decisions. It refers to the activity of company which is undertaken to
promote the buying and selling of goods and services, it includes activities such as selling,
advertising and delivering goods to consumer and positioning by the means of letting its
customers known why the product and services are better than that of competitors (Marketings,
2019). BMW is German multinational company which manufactures luxury motorcycles and
vehicles with employees above 135000 as per the latest data and a revenue of Euro more than
104.210 Billion as per the latest statistics. Present report will brief with two task where the first
will relates with promotional mix and activity of BMW and second will brief with AIDA and
communication process of company.
MAIN BODY
TASK 1
Promotional mix of company
It is the integration of advertising, sales promotion, personal selling, direct marketing,
public relation and various other means. This is being used by the company to reach to company
goals that implies with increasing sales revenue and profitability of BMW. It includes
Advertising
It is the marketing communication that employs with openly sponsored, non personal
message and information to sell and promote product and services of BMW. This are the
message paid for by those where company sends them to influence and inform people and
customer who receives the same. It is the means of communication with users of goods and
services of BMW. It is the means of informing, persuading and act of reminding what company
offers to its potential customers. It helps in creating awareness of brand, its offering and ideas.
The company advertise in every regions where its has its business where they deliver the
message of high standard of quality be offered to customer and position themselves by the means
of products which implies with high standard of living, status and pride. It advertisement are

being designed in manner to cater and serves with information which is required on the end of
premium segment being present for the target market of company. The brand signals serves with
memory triggers which is being effectively used in the advertisement of company which captures
with the means of attraction of customers (Liu-Thompkins, 2019s). The advertisement are simple
which communicates with message effectively of what is being required on the end of company.
Public relations and publicity
This relates with strategic process of communication that build with mutual relationship
between the company and public. In simple words it refers to maintaining and managing
communication between public and the enterprise itself. It is the promotional technique being
employed by the company which helps with deliberately maintaining the spread and release of
information between the company and public which might leads with affecting perception of
public in favourable and unfavourable means which affect the brand image of company. The
company issues various press release whereby it leads to sharing of various numerical data which
helps the public to evaluate the performance of company and serves with effective means of
making public relations (Abdillah, 2017). It is being done in the manner where everybody is
being speaking on the positive end about the company which leads the company to increase
customer brand loyalty and leads with customer retention to business and serves with effective
means of showcasing that its operations are being based upon the ethical grounds and helps in
building favourable brand image. Publicity refers to awareness and visibility. It is being referred
as movement of information from the source to general public which is being also by the means
of media.
Sales promotion-
This refers with the strategy of marketing where the company products are being
promoted with short terms initiative that are being highly attractive which helps in stimulation of
demand for goods and as a result leads with increase in sale revenue and profitability margins of
company. This strategy is being used by the company when BMW is introducing with its new
luxury vehicles (Akram, 2018). This leads with stimulating demand in particular goods and
services, increases with awareness of brand and helps in generating of new leads with retention
of existing client base and engagement of customers. BMW applies sales promotion as part of its
strategy of marketing in a manner which is occasional. The company offers with occasional
seasonal sales campaigns of sales in certain markets to sell different modes of vehicles. This can