Principles and Practices of Marketing

This document explores the principles and practices of marketing, focusing on promotional techniques, communication strategies, and advertising tools. It includes a case study of Indeed, an employment search engine, and its marketing initiatives. The document also discusses the importance of direct marketing, personal selling, social media, and public relations in marketing. Additionally, it covers the concept of corporate social responsibility and the STP analysis in marketing.

Principles and Practices of
Marketing

Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
TASK 2............................................................................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing is a significant business purpose for most for income and non profit commences.
Marketing is a broad process that considers investigates product design and growth, promotion
and consumer facility. Marketing strategies are so essential; business leaders will nearly always
have a hand in shaping marketing initiatives. These leaders use the four principles of marketing
as the heart of their commerce plans (Solaimani and et. al., 2019). These principles are
acknowledged as the four P’s of marketing. For the completion of this document, indeed is the
company which is considered. In this document, the information will considered about
promotional techniques that is used by the venture in a practical and tactical form. Further, it will
describe about marketing conception and evaluation of their effectiveness.
TASK 1
Background of the company- Indeed is an American worldwide employment associated search
engine for job Listings Company. This venture was incorporated in 2004 by Paul Foster and
Rony Kahan ad it is headquartered in Austin, Texas, US, and Stamford, Connecticut, US. As a
single topic search engine, it is also an example of vertical search. The respective firm is
currently accessible in over 60 countries and 28 languages (Indeed vs. LinkedIn: What's the
Difference?. 2020). In October 2010, Indeed.com approved Monster.com to become the highest
traffic job website in the US. Indeed is a provider of an employment associated search engine for
job listings. It summative job listings from websites, considering job boards, staffing
establishment, association and organisation career pages. The enterprise helps job seekers to
search for jobs, post resumes and research organisations as well as assists employer’s posts and
publish jobs, search resumes and find applicants for jobs or vacant positions of particular role.
The site collectives job listing from thousands of websites considering job boards,
staffing enterprises, associations and enterprise career pages. They produce profits and revenue
through selling premium job posting and resume characteristics to employers and companies
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hiring. In 2010, Indeed.com became the most visited jobs website in the US and as of May 2019,
boasts over 250 million exclusive tourists each month (Denton Jr, Trent and Friedenberg, 2019).
It also lists jobs in over 60 nations and 28 languages (Indeed vs. LinkedIn: What's the
Difference?. 2020). Indeed.com earns a profit utilising a disburse per click model. That means
employers posting jobs pay a small fee each time a job seeker views a posting. Most clicks on
Indeed.com cost between $0.25-$1.50. The site also earns income by traditional website
publicity.
Communication strategy of the organisation- Organisational communication considers formal
and informal communication throughout an establishment, considering communication between
workers administration communication (Organizational Communication: 9 Steps to Create a
Successful Strategy. 2020).
Formal communication- Being formal, clear and particular is a immense approach to
assure an effective flow of information in the workplace (Ahmad, 2018). With formal
communication, everyone is educated about and associated with the business aims. This kind of
communication is also needed to convene lawful needs (Organizational Communication: 9 Steps to
Create a Successful Strategy. 2020). For instance, Indeed, work activities as well as security
regulations and directions have to be conversed to the workers in a official manner.
Informal communication- This kind of announcement is the conflicting of formal
announcement. It is also acknowledged as gossip announcement. In essence, in considers
dialogues, chats, phone conversations and water cooler talks. In Indeed, one of the top benefits of
casual communication is the statement that it is a quicker manner of sharing data in the place of
work (Organizational Communication: 9 Steps to Create a Successful Strategy. 2020). It also assists
deliver and develop new thoughts to develop goods as well as interior or exterior activities.
Horizontal communication- This kind of organisational communication arise amongst
teams, teams or people who are at the same hierarchical stage. Horizontal communication plays
an essential function in breaking down silos and developing cross departmental collaboration in
the working environment (Organizational Communication: 9 Steps to Create a Successful Strategy.
2020). In Indeed, it plays a critical function in supporting tech, advertising and sales groups and
assures that everybody is on the similar page.
Vertical communication- The most ordinary type of communication within prearranged
companies follows an up-and-down perpendicular prototype. It considers communication among
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business leaders, group leaders and workers. In Indeed, this kind of communication is important
in the work environment (Organizational Communication: 9 Steps to Create a Successful Strategy.
2020). Without perpendicular communiqué, it wouldn’t be probable to allocate rule, response or
thoughts.
Figure 1Indeed.com Hires the Cast and Crew for Its First Ad Through the Site’s Own Job
Listings. 2020
Advertising: It is signifies of communiqué with the consumers of a manufactured goods or
facility. Advertisements are posts paid for through those who send them and are planned to
notify or impact individual who obtain them (Jönsson and et. al., 2019). The main purpose of
advertisement is to notify the customers about their goods and induce consumers that venture’s
services or goods are the best, enhance the image of enterprise. In Indeed, the management use
different advertising tools like TV, social media, web ads and many more.
Figure 2Making an Impact: Best Practices for Powerful Print Ads. 2020
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Print media-It is a communal phrase form media printed on manuscript. It also considers
small transmission neighbourhood based newspapers and magazines as well as option print
publications aiming at lesser viewers with problems and judgments beyond the conventional
(What Is Print Media Advertising?. 2020). In Indeed, the management can use Print media, in
term of promoting its service through newspaper and magazines which is offered by it regarding
recruitment.
Figure 3POSTING A JOB ON INDEED. 2020
Display- It is a type of advertising that expresses a commercial message visually utilising
text, logos, animations, videos, photographs or other graphics (Ruiz de Sabando, Forcada Sainz
and Zorrilla Calvo, 2018). Display advertisers regularly target users with specific qualities to
maximise the ads’ effect. In context of Indeed, by using this promotional tool, they can publish
their facilities by designing animation and videos as well as other graphics.
4

Broadcast- It is a radio, television and internet promotion. The business manner on radio
and televisions are an important section of transmit promotion. The broadcast media such as
radio and television reaches a wider population as disparate to the print media (Benefits of
Broadcast Advertising. 2020). In Indeed, by using radio and television promotional tools in term
of promoting its hiring services and facilities.
Online sales- It refers to those promotional tools which use by organisation like Indeed to
promote their services and facility by using online tools like Facebook, Google ads, Google
display ads, twitter and many more (Online Sales definition. 2020). With the help of this, the
individual can find out job and employment as per the prefer position and the location where
they want to do job.
5

Promotion- It refers to those tools and techniques which are used by an enterprise to
promote its goods and services and create awareness about them (What is Promotion? Types of
Promotion. 2020). In Indeed, the management consider several promotional tools like Facebook,
Google ads, web advertisement, email and many more.
Direct marketing: It includes of any advertising which relies on direct communiqué or
allocation to customer individually, rather than by a third party like mass media, email, social
media, texting campaigns etc (What Is Direct Marketing?. 2020).
Direct mail- It is a form of marketing that considers distribution a physical piece of
promotional material. In UK, direct mail is used as a form of advertising relying on printed
materials and the postal service to deliver marketing appeals directly to consumers. Some
beneficiaries refer to it as junk mail as direct mail basically disembarks unwanted (What Is
Direct Mail?. 2020). By adopting this option, Indeed can directly mail to applicants who update
their resume regarding a particular job profile.
Email marketing-It is the process of sending a business message, basically to a team of
individual, utilising email. It consist utilising email to send advert, request commerce or implore
sales or contributions (Lewnes and Keller, 2019). With this option, the management of Indeed
can promote its existing and new services to people by sending them an email.
Personal selling: Face to face- It is also acknowledged as face to face selling within an
individual who is the salesman tries to convince the consumer in purchasing a commodity
(Personal Selling: Definition, Techniques, and Examples. 2020). It s a promotional method
through which the salesperson utilises his/ her abilities in an attempt to make a sale.
Social media- It is the utilisation of social media websites and social media network to
marketplace an organisation’s commodities and facilities (Szablewska and Kubacki, 2019). It is
also acknowledged as digital advertising and e-marketing. Social media advertising has purpose-
built information analytics techniques which permit marketers to track how flourishing their
effectiveness is. In Indeed, the management can considers different promotional tools like
Facebook, Twitter, Instagram, web advertisement, Google ads and many more.
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Figure 4Let’s come together, virtually. 2020
Public relations: It signifies to the range of actions organised through a firm to endorse and
protect the image of organisation, its commodities and polices in the eyes of the public. The aim
of it is to administrate public opinion of the company (What is Public Relations?. 2020). Public
relations include a variety of activity and the explanation of some of them as under in reference
to Indeed:
Figure 5Let’s come together, virtually. 2020
Events- It is a marketing activity which is used to promote goods, brand and service by in
person interactions. It could also be attending an occasion as an exhibitor to educate possible
target audiences on the firm’s product offering (What is Event Marketing? Strategy, Timelines &
Templates. 2020). It can even consider digital event like webinars or live flow workshops. In
Indeed, by organising webinars and live streamed workshops, the management can promote its
services and facilities regarding recruitment.
Sponsorship- It is a marketing tool which is utilising their backing in a planned campaign
to marketplace their business, particularly in the local area (Event Sponsorship. 2020).
Sponsorship marketing is a kind or marketing where an establishment will sponsor some event or
company.
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Figure 6Indeed Set To Look Into Other Opportunities After Encouraging ICC Sponsorship. 2020
Interactive marketing- It is a one to one marketing practice that centers on individual consumer
and prospects’ actions. Interactive marketing considers marketing initiatives that are triggered
through consumers’ behaviours and preferences, for this reason, it is a major shift from
traditional campaign based marketing effectiveness. By adopting this tool, the management of
Indeed can take marketing initiatives which are produced through consumer’s executions and
behaviours. With the help of this kind of marketing, businesses are capable to develop their
brand awareness, differentiate from the rivalry, maximise faithfulness of customer, collect
qualified leads and maximise their profitability.
Figure 7What is Interactive Marketing?. 2020
Word of mouth marketing- It is a marketing activity and it is when customer’s interest in a
venture’s product and services is reflected in their daily dialogues. Essentially, it is free
advertising triggered through consumer experiences and basically, something that goes beyond
what they expected.
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Figure 8Word-of-Mouth Marketing: Building a Strategy That Really Works. 2020
Corporate social responsibility of the company- Organisations might consider social
accountability programs in their business models that benefit local or international society. Also
acknowledged corporate conscience, citizenship or investment, CSR can demonstrate up in a
venture’s business determinations, mission and message (von der Heidt, 2018). Examples of
social accountability consider having an ecologically friendly working environment or
supporting nonprofits. While enterprises with corporate social accountability programs are often
nonprofits, any establishment can have a social accountability plan. Indeed, will offer
proficiency and abilities in Creative, Media, Digital, OOH, Activation and PR communications
facilities that will assist brands construct a truly included and a Brand–Led CSR journey. Indeed
will work with customers to impart brand rationale into their CSR plan of actions. The ain to
incorporate trading and CSR in reference to construct corporate culture around accountability,
directing to business sustainability and thereby collect reputational remunerations (Dentsu Aegis
Network's 'InDeed' aims to build a corporate culture around responsibility. 2020). This will, in
turn, make CSR into a growth option which is responsible, quantifiable and scalable crosswise
numerous CSR areas of growth like poverty & undernourishment, teaching, gender impartiality
and rural growth projects etc.
STP analysis- It is a marketing strategy which stands for segmentation, targeting and
positioning. It is a three step process which permits for the growth of a particular and actionable
marketing strategy. It is one of the most commonly applied marketing models in practice. By
executing this model, organisation like Indeed, position its product and service to target diverse
groups of consumer more effectively (The segmentation, targeting and positioning model. 2020).
Thus three step approach assist the venture rapidly zoom in on the most profitable sections of its
business so that the enterprise can fully exploit the growth option these offer.
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Segmentation- It is the process of segregating consumers based on certain identifying
aspects. For there, the venture will be able to deliver a customised marketing message that
instantly targets these units. In Indeed, the management make segmentation on the basis of
demographic, geographic, psychographic and behavioural base (The segmentation, targeting and
positioning model. 2020). There are numerous ways of segmentation of the market, but the most
common ones consider age, gender, income, lifestyle and location etc. Each of these aspects
plays an effective role in improving a customised message.
Targeting- After segmentation, this phase of STP analysis arise. This is the high effort
aspect of STP analysis so be sure to limit the venture’s focus to just one group. There are diverse
things to include within targeting. In Indeed, the administration can target its client on the basis
of ease of reach, profitability, size, focus on different benefits and many more (The
segmentation, targeting and positioning model. 2020). There are several things to consider
within targeting economic potential of the teams to see that one is accountable for the most sales,
look at the size of the segment and potential for development.
Positioning- It is the last phase in the STP analysis. In it, the firm need to create a marketing
mix to reach their targeted segment. The firm can do this in three different manners. Functional
positioning creates a message that speaks about how a commodity or service meets particular
needs (The segmentation, targeting and positioning model. 2020). In Indeed, Symbolic
messaging targets a consumer’s self esteem and often considers playing up logos, exclusivity,
and lifestyle etc. Experience positioning makes an emotional connection though concentrating on
how it feels to use the good or service.
TASK 2
AIDA Theory
AIDA is a contraction framed in 1898 by marketing and advertising pioneer E. St. Elmo
Lewis. It defines the phases that a potential consumer goes through before determining to
purchase a good or facility. The acronym arises for Attention, Interest, Desire and Action. The
AIDA model is extensively utilised in advertising and promotion to define the phases or steps
that arise from the very first instant a customer is conscious of a commodity or brand to the real
flash the buy is completed (Rivera and et. al., 2020). AIDA model assists to define how an
advertising or advertising communications message involves and contributes customers in brand
choices. So, in Indeed the management of firm can consider and implement it to get consumer
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attention through advertising communications (The AIDA model. 2020). This will assist in
enhancing customer bases and people will take benefits of its services again and again which
assist in enhancing its productivity and increasing revenue. In concentrate, the AIDA model
suggests that publicity messages require attaining an amount of responsibilities in reference to
move the client by a range of chronological stages from brand consciousness through to action.
The AIDA model is one of the longest serving methods utilised and implemented in promoting
in large section as when the globe of marketing has modified, human nature has not.
Attention- The first phase of the purchasing procedure is building the customer familiar
and conscious of the good. A salesperson’s work is to grasp the prospect’s notice well enough so
that they can manage the view involved long sufficient to whet their attention (Sadar and Shull,
2019). Some version of AIDA indicates to the primary step as “awareness”, meaning that view
becomes aware of option. In Indeed, within this phase, the management can provide information
about its services and facilities which is offered by it in term of recruitment and searching job
etc.
Interest- To strike forecasts up to the second phase, the firm must expand the possible
client’s attention in the goods and facilities. This is basically where advantage express come
greatly into play. Several marketers effectively utilise storytelling in their straight main methods
in reference to obtain their views involved. In Indeed, within this phase, the management can try
to find out the interest of people and target audiences regarding provided services and facilities.
For this, they can do direct mail, message and other way of sharing information so that the
interest of them can be identify regarding their recruitment services.
Desire- It is the third phase of AID, outlooks realise that the goods or services are a good
fit and will assist them in some form. If the venture, successfully grabbed customer attention and
held interest long enough to rely data about the product and service, then they must nurture
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customer desire. Desire to acknowledge more about what their commodities and services have to
offer can assist to create a need to see how that commodity can fit a need the customer has. In
Indeed, within this step, the management after finding the interest of consumers regarding
services trying to identify their desires tat which kind of services they prefer and which facility
ble to fulfil their need.
Action- It is the final phase of AIDA arises when the view determines to obtain the action
required to become a consumer. If the firm approved the outlook by the first three phases, this
step often arises logically (Sahoo, 2019). In Indeed, within it, the management can converts its
process in to action regarding fulfilling the needs of target audiences by offering recruitment and
hiring related facilities according to them.
Push and Pull strategies:
Push strategy- It is the plan of action wherein advertising tool are utilised to thrust the
product and facility to sales technique is acknowledged push plan. It defines the faction of goods
and facilities and data by mediators to the last customer. In this plan, the establishment takes
their commodity to the target audiences that are neither conscious of it nor looking for it but the
manufactured goods is introduce to them their several advertising actions. In Indeed, by adopting
this strategy, the firm can promote and creating awareness about its products and services
through promotional tools like social media, digital marketing, email and many more (Tripathi,
2018). The policy utilises deal demonstrate endorsement, the point of sale show, instant selling,
promotion on radio, TV, emails etc. to make an influence on customers mind and minimising the
time among detection of commodity ad buying it.
Figure 9Push and Pull strategies, 2020.
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Pull strategy- The business plan that aims at making interest or command for a specific
good or facility of the customer, in a form that they command the commodity or facility from the
channel partners is called pull plan. In this plan of action, the target audiences demands are
exaggerated through leading advertising plan on them whose outcomes in the pulling of goods.
Pull strategy utilises tools such as social networking, blogging word of mouth, strategic
assignment of a good, media reporting and many more for attainment a huge customer
(Armstrong and et. al., 2018). In Indeed, by using any way that are utilised for making customer
need for the good is acknowledged as Pull plan. With the help of it consumer actively take
benefits of services which is offered by this firm, due to its goodwill, superiority, dependability
and status.
Push marketing strategies are basically used for gaining and increase product and services
exposure. This strategy considers traditional avenues of marketing like TV ads and series of
direct mail. Its main goal is simply making as many consumers as possible aware of the product
and its benefits. By using this way of marketing, Indeed can enhance its number of customer
which will make development its efficiency, revenue and building an effective brand image.
Along with this pull marketing strategy is also crucial as it assist in making direct contact with
consumers and build consumer loyalty. It concentrates on creating brand equity and product
value. By using this way of marketing, Indeed can make effective relation or promote its services
through social media, campaigns etc. which will assist in improving its rating, profit margins and
brand image in particular sector.
Corporate objective: To maximise the revenue f the firm by 5% within 3 years.
Actions plans- To accomplish this objective the firm will make plan in term of designing
strategies like categories the accountabilities as per its department like marketing function will
promote more and more job profile as per particular or specialised individual’s profile. Along
with this, they can categories this work like building a team which segregate job profile of
different post as per individuals profile so that they can offer effective services to those people
who take benefits of their facilities.
Control- In term of making control they can monitor the performance of the business by using
different performance management tools like KPI and balance scorecard. KPI is a term which is
used to describe the process of setting, executing, determining and analysing particular sector
that enables firm in evacuating the level of success in reaching their corporate objectives. With
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use of this tool, Indeed can iterative process which considers Feedback from experts, heads and
managers of departments. By using balance scored card strategy, mangers of Indeed can track
the performance and execution of activities as well as monitor the consequences arising within
these activities. Along with this, the respective firm can also use balance scorecard which is a
strategic planning and management system. By using this tool, the management of Indeed can
communicate what they are trying to achieve and align the daily work that each person is doing
with strategy. In addition to this, the venture can easily find out components hindering business
execution and outline strategic modification tracked through upcoming scorecards.
Key performance indicators, also referred to as KPIs, assist in degree and examine the
effectiveness of answers, functions and tactics in commercial enterprise. KPIs don't forget your
enterprise' strategic goals and degree performance towards a specific target, defined from a
strategic, planning or price range point of view. Measuring KPIs can help in decide if the control
is probably to attain their enterprise' targets. Every enterprise is specific. Selecting the right KPIs
and the usage of them effectively will help improve the enterprise performance. Social media
KPIs assist brands to apprehend how well their campaigns are performing and whether they may
need to make adjustments to their strategy. Social media KPIs for reach are a remarkable manner
to measure the capacity of your campaigns. However, these metrics don’t suggest an awful lot by
means of themselves. It’s no accurate having a huge following if the humans related in the
agency by no means buy anything. When the management had been making plans out their
dreams at the start of their social media marketing campaign, they likely picked “boom sales
revenue” as one of the pinnacle contenders. All corporations want to make a income and it’s
important to realize how their efforts on social media are making an effect to their backside line.
Lead conversion fee suggests how lots of their leads come to be shopping for something from
them. Social media efforts can improve this metric because they generate social evidence for the
brand, making it simpler a good way to earn agree with and power greater conversions.
CONCLUSION
This has been concluded from the above defined information that marketing principle and
practices play an effective role in marketing and operating of business of venture in a particular
sector. By adopting several promotional tools like social media, digital marketing and many
more firms can create awareness about its commodities and facilities which is offered by it.
Along with marketing communication method like AIDA and pull & push strategies play a
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crucial role in introducing about the goods and services of a venture and getting attention of
target audiences.
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