Principles of Marketing | Essay

I am attaching a word document with all the questions and will also attach links to refer for each question separately. The attachment consists of 2 essays and 4 questions. Each essay has 2 parts and each question has subtopics which have to be answered based on the directions given. Every topic in the 4 questions would need to have atleast 1 reference if not stated otherwise. If I have not mentioned a product in brackets when it asks about a product, use the car company Jeep or any other product common in the US. The product for both the essays are Jeep car company. Use any Jeep model if necessary. The essays would have to be 5 to 6 pages each, double spaced, times new roman, 12pt font and APA formatting with the reference guidelines given in the attached document. For the 4 questions, each topic under each question can contain between between 200 and 300 words. 

Running Head: Principles of Marketing
Principles of Marketing
Name of the Student:
Name of the University:
Author’s Note

1PRINCIPLES OF MARKETING
ESSAY 1
PART 1: Creating Offerings
The offering that is made in the automobile industry is the total offer to the customer. The
offering is more of a product itself and also includes the components that represent the value to
the customers such as its availability, technical support and the quality of service it offers. The
concept of offering for Jeep is to provide the audience a brand that represents an American icon.
It is one of the recognizable vehiclesand the brand is doing a good job in keeping it reasonably
well equipped (Law, 2017). Most of the offerings consist of a product or it is considered as a
tangible good which people can make a purchase of. Purchasing Jeep wranglers is one of the
biggest decisions because it comprise of heavy investment for the people to commute daily.
The benefit which Jeep wranglers offers is its long stay because of its offering in mileage
which goes up to 400,000 miles which can be compared with an average mileage of 200,000.
The second benefit is that it offers a customer is its long value over the time. Jeep can be used in
off roading and explore the incredible terrains across the forest, mountains and many more.
Getting through the mountains and terrains also proves that the brand can get out of rough
situations. It is a service dominant approach that is where Jeep gives emphasis on the consumer
because of the range it has designed for the products (Fettermann & Freitas, 2017). The
advantage of the service- dominant approach is its integration of the product and price as the
service dimension is a function of the consumer’s needs. This helps the management to add value
to the firm’s production.

2PRINCIPLES OF MARKETING
The offering that is made for Jeep is the specialty offering which isdescribed as highly
differentiated with the other expensive car brand. The specialty offering is available of a limited
channel. As the prices are high with comparison to other SUV, Jeep is targeting the individuals
and the family members with high incomes and who has a stable job. The brand is also
expanding its target segment of potential buyers to young individuals by introducing the new
models. The new brand is marketing its strategies where it is examining to cater the people who
prefers luxurious car. Apart from many competitors like Hyundai, Volkswagen and many more,
Jeep has adopted its strategy in pricing its product. This type of strategy is adopted by the brand
because there are many players in the competitive market which offers similar product. The
changes in the marketing strategy are often caused because of the alterations in various stages of
the product life cycle. The product life cycle fits the market when the sales often decrease during
the growth and introductory stage. Jeep caters the changes in its strategies by positioning the
product at the similar position with the rest of the competitor so that the audience is attracted to a
quality service at same price(Tolonen, et al., 2015).

3PRINCIPLES OF MARKETING
PART 2: Using Marketing Channels and Price to Create Value for Customers
Marketing channels
The marketing channel or the distribution channel for Jeep comprise of the manufactures,
warehousing, shipping centers, retailers and even the internet. Theorganisation offers the
customers to purchase goods that are directly from the manufacturers. On the other hand the
indirect channel of marketing facilities the customer to move the product through other
distribution channel. This firm uses the direct distribution method that requires the own logistics
and transport vehicles. The indirect distribution channel facilitates the move from the product
through the distribution channel to get to the consumer (Skarmeas, Zeriti & Baltas, 2016). The
distribution or the marketing channel of Jeep uses the Porte’s five force framework that helps to
determine the market profitability as well. This is the reason of change in the market cannel
because the firm caters the market profitability aspect as well as a resultthis method helps the
company to gain in its revenue.
Marketing channel strategy
The distribution intensity can be defined as the level of availability that is that is selected
for a particular model by the marketers. The level of intensity is chosen based on the factors such
as production capacity, size of the target market, promotion, pricing and service which is
required for the end users. Jeep is presently using the distribution intensity strategy for its brand
because this method is particularly adopted by Jeep and it is useful for the firm as the company
sells its product in almost all the outlets. It creates an opportunity for the consumers to encounter
the product virtually (Bellin, 2016). Thedistribution intensity strategy will affect the new target

4PRINCIPLES OF MARKETING
market because it plays a significant role in the distribution channel. The distribution works off
where the ideas are scanty and adds value in such places.
Value chain
The value chain for Jeep is referred to the functional activity of an organisation and hence
adds value to its customers. According to Porter the value chain comprise of the support activity
and primary activity where each and every value of the service is offered by the
business(Prajogo, Oke & Olhager, 2016). The value chain of Jeep Compass is catered by
identifying the competitive advantage sources. It assist in identifying the planning process that
becomes the source of the competitive advantage. The organisation comprise of different
activities that share the relatedness. The value chain approach and suggest that a company can
consider these activities as economic rent source.
Pricing strategy
Jeep is considered to be one of the oldest and admirable brands in the automobile
industry. The organisation manufactures the most fashionable luxurious cars. The tough
competition from the other brands in the recent times assisted Jeep to adopt the pricing strategy
of competitive pricing policy (Tansey & Raju, 2017). This strategy assist in maintain its rivalry
from a distance and it seems affordable and pocket friendly for the consumers who prefer
luxurious item. The organisation believes in its brand value and its ability to hold a competitive
market with the presence of its loyal consumers.

5PRINCIPLES OF MARKETING
ESSAY 2
PART 1: Integrated Marketing Communication and the Changing Media Landscape
Integrated Marketing Communications for Jeep can be referred to as integrating all the
promotional tools as they work together in harmony. The promotion is the one in which one of
the P’s in the marketing mix. This involves the organisation Jeep to employee several channels to
convey the campaign messages. This is why integrated marketing communication plays a strong
influence on the target audience (Sawmong, 2018). The big idea for Jeep is to create a
messagestrategy which would consist of the positioning statement of Jeep with support of other
three to four points. The message strategy of Jeep is extremely detailed as it highlights the details
of the product and its features and it is like a recipe for marketing communication.
On the other hand, marketing communications objectivesfor Jeep can be defined on the
basis of three communication objective using the AIDA framework can be explained firstly on
the attention segment. The attention of the marketing communication can target the potential
consumers and aim in providing a reason to the consumers to take notice of the product and
service. Secondly the objective of interest is obtained to maintain an interest in the service or
product. It is supreme at this particular stage to express to the recipient the problems that might
affect negatively to the target audience. Lastly the desire of obtaining the luxury item is
demonstrated to the customer and how their service can solve their problems. Displaying and
explaining the special features of the car helps the company to communicate with the target
audience and this as a result leaves a positive impact.

6PRINCIPLES OF MARKETING
Promotion mixcomprise of many promotional strategies out of which advertising is
considered to be the most effective tool. The best promotional tool for Jeep is the advertising
because it is the most familiar form of promotional tool (Popescu, 2016). The marketing strategy
for Jeep is advertising and it is one of the most significant elements in promotional mix. In order
to grab attention from the potential and target audience, Jeep uses advertising as medium to build
brand awareness and promote the special offering and build customer loyalty. The reason why
Jeep is using is this medium is because it is able to uniform, remind and persuade the consumers.
Media strategyfor Jeep in contrast to advertising is the selection of television and social
media platform. In case of television it is known as an extensive reach and advertising on
television caters to a large market and a greater number of audiences. Is holds the elements of
advantage of sight, sounds, colour and movement to influence and persuade the customers to
purchase the product. On the other hand, social media is comprised of being on a cost-effective
way to attract the new potential audience. The firm can reach a worldwide audience at a lower
cost and is termed as to be the cost effective medium. There are many consumers who reach the
business online previous to whom they buy from.

7PRINCIPLES OF MARKETING
PART 2: Marketing, MIS and Measuring Marketing Activities
B2B marketingfor Jeep can be based on industry expert and general suppliers. In case of
industry expert he firm belongs to the group who can sell their product and service of the
company from the same industry. The job role is built on various elements where it is dedicated
to several suppliers who are working exclusively for this sector. It becomes more of a rational
form where the customer is perhaps controversial (Fernandes, Mason & Chakrabarti, 2019). On
the other hand the general suppliers sell the product under all categories. Jeep uses the strategy of
payroll and health with its employee since the client is the financial and human resource
department, whereas these departments are present from different sectors. The B2B innovates
usually as a response to an innovation which happens to be an upstream.
Segmenting B2B market of Jeep with Harrison, Hague, and Hague behavioral-based
segment model it is composed of small other companies that may have a lower profit margin and
with regard to the goods and the services sold for being strategically important in its operation.
The sellers has an option to choose and pursue the consumer market that is a business to business
market segment. The segmentation process is to segment the market into various groups. Jeep
uses multiple segmentation process to fuller the picture of the consumers and creates value.
Whereas with reference to Marketing Information Systemsthe three primary types of
marketing information that the marketers use to gain insights are marketing research, competitive
intelligence and internal data. With reference to internal data of the firm it collects information
about the customers and the prospects that are typically the internal operations. The marketing
department of Jeep maintains the information about the customer choice and preference and also
about their interest that makes them generate from the prospect consumers. On the other hand the

8PRINCIPLES OF MARKETING
aspect of competitive intelligence in marketing information helps the marketers and the other
employee of the firm to understand the competitors and the market dynamics. The most
significant information about the product is to deliver the features and the holding the capability
to attract the consumers (McCarthy et al., 2017). Lastly the feature of marketing research is
composed of a systematic process so that it is able to identify the market opportunity and caters
to solve the problem from collection and examining the marketing information.
One financial metric which stands to be important and monitor Jeep’s strategic marketing
planning for the marketing efforts is Gross profit margin because it is a metric that is used to
assess the firm’s financial health and the business model which reveals the amount of revenue
left over from the sales after the reduction from the cost of goods sold. The performance metrics
comprise of the efficiency indicator, competitive indicator and the profitability indicator. The
common profitability technique which is examined in the firm is GPM that is gross profit
margin.
Answer 1
Product descriptions
The product is Jeep’s new vehicle model. The main focus is on the new jeep compass
diesel automatic. The features that are provide are improved performance, more comfortable
interiors, improved driving features, more effective interior systems and optimized fuel based
performance. Some of the other features provided by the new model are more AI support for
various functions, more efficient car monitoring systems, better performing air conditioning
systems, better control mechanisms, optimized spacing and more scope for customization. The

9PRINCIPLES OF MARKETING
benefits that the customers are getting are a vehicle with improved performance, better mileage,
more improved functional abilities of the vehicle, better management systems for the vehicle,
better connectivity and communications systems and better vehicle control. The car is optimized
more for rougher rides. More ground clearances make better scope for efficient and effective off
road trips. The customer is actually getting what he/she used to get in the older models but with
more positive improvements. The customers get more freedom with the new vehicle. The cost of
the new vehicle is around 22,000 USD. The total cost of ownership comes to around 26,000
USD. In the product/service continuum, the product falls in the middle. It is a highly tangible
commodity that has some important service elements as well that are connected with it. In
accordance of the same it can be said to be 75% product and 25% service. The product lines are
related to the additional items such as the tyres, the navigation systems, car freshener and other
important add on products. The core product itself is strong enough to sustain the product value
on its own. However, significant added benefits are provided by the other elements in the
product line.
Types of consumer offerings
1. Convenience offerings- One of the products that I view in this category is bread. In this case
bread is a product that has very little competitive value for me. This is because in this case there
is not much difference between the products that are provided by the various brand that
manufacture bread. The need for bread is very basic as it is one of the principal food items that I
consume every day (Nilsson, Sundin & Lindahl, 2018). As per my own buying behavior, I do not
want to give much efforts toward buying bread.

10PRINCIPLES OF MARKETING
2. Shopping offerings- The product that would fall in this category for me is deodorant. This is
because this category is for those items for which efforts are needed to compare products of
different brands. Buying deodorants are important for me as they are products that define my
personal hygiene (Bustinza et al. 2018). Buying products from brands that are better-known and
provide a long range of products hence, become more important.
3. Specialty offerings- In this case antique items can be considered. Antique items are specialty
items that are available in some special outlets. The difference in value provided make
competition very subjective. When I buy some exotic statues or decorative items, I always look
for features that are rare (Goswami, Daultani & Tiwari, 2017). Hence, this helps me to get the
unique value that I require from this product.
4. Unsought offerings- In this category the product that I would select is neck collar. These are
worn especially, when the neck is injured or the bone is fractured. This is an item that normally
is not required unless some unwanted injuries take place(Schlegelmilch, 2016). Hence, it can
well be said to be a part of unsought offerings.
Product life cycle
The product that can be selected is the Apple iWatch. It is in the usage stage of the
product lifecycle. The product is usually worn everyday by consumers to keep track of physical
information. It is important to consider in this case that the Apple iWatch is designed for all day
usage by consumers. It is important for the users to keep track of their physical information such
as fitness levels, exercise stats and their actual location. The product, despite being a high end
product is designed for everyday usage. The users are usually people that are digitally more
literate and know exactly the features they need and how they would be utilizing these features.

11PRINCIPLES OF MARKETING
In this case it is important that a penetration pricing is used. Initially, the price can be reduced
and increase gradually as positive word-of-mouth promotion for the product is created over the
target customers. Since, the product would be used for longer periods of the day, it needs to be
hardy and designed to be durable. The marketing mix that need to be utilized as per the product
section is marketing it for being a durable and effective product that can provide the best possible
information to the user. The pricing need to be kept on the medium range as the product would
also act as an add-on product for iphone users. Placement of the product need to be at majorly
urban and sub-urban areas. The promotion of the product would need to be done beside the
competing smart watches. The differentiating features of the smart watches need to be
highlighted.
Answer 2
Channel systems
The channels system of Coca-Cola is based on the effective analysis of the local demand
for beverages. The demand for Coca-cola is hence assessed on the local level and the product is
distributed subsequently. In case of Coca-cola, the indirect channel system that is used involves
the producer, the agent/broker, wholesaler, retailer and the consumer. The system is effective as
Coca-Cola can make its product acceptable to a wide number of people across the world who
have different taste for beverages. There are different values that each of the members of the
channel system provides towards the product. The primary member is the Coca-cola Company.
They sell the syrup to the bottling partners. They provide the value of the brand. The bottling
partners make the product more acceptable for the local people by using locally available

12PRINCIPLES OF MARKETING
sweeteners and diluting agents. The distributors supply the product to different areas of any
given country. The retailer have the important role of bringing the product in direct contact with
the buyers. The consumer has the role of the end user. He/she consumes and provides the
necessary feedback and increases the sale of products at the same time. This is a very effective
strategy. However, the bottling partners and the distributors need to be merged. In this case the
larger organization would have more control on the distribution of their products. This is further
important to develop a more authentic and locally acceptable product. Distribution centers would
need to be located alongside the bottling plants. The bottling partners would have the
responsibility to bottle and distribute the products as per the consumer requirements.
Warehouse and transportation
At times the transportation channel member becomes the channel leader. In simpler terms
the product or service is defined by the way it is transported to the people. One such product or
service type is the parcel delivery service. Parcel services rely on business that involves
transporting various goods and commodities from one part of the world to the other. Similar
services are provided by the courier services, where the method of transportation becomes the
channel leader. The transport of items from one part of the city, country or world to the other part
is the principal service that is being provided here. Hence, the service itself covers the entire
warehousing and inventory functions. The courier is sent to the end user through a smooth
transportation and warehousing method that greatly reduces the time it takes for the item to reach
the desired destination. This is a business that is dependent on the speed of delivery. The
effectiveness of the service is completely dependent on the transportation facility that is being
provided.

13PRINCIPLES OF MARKETING
Answer 3
IMC campaigns
The Integrated marketing communications (IMC) campaign of KFC can be used as an
example. The campaign focused on putting forward to the target audiences that the food
offerings of KFC, especially the fried chicken offerings, were ‘finger licking good’. There were
some important aspects that made up the IMC.
 TV advertisements were created with displays of the fried chicken products of KFC,
always focusing on the message of ‘finger licking good’.
 The image of the Colonel is repeatedly used to promote the unique value that is
associated with the KFC products
 Cut out of the Colonel and the famous “Chicken Bucket” installed across the malls and
other supermarkets
 The secret ingredient used in making the products were focused while reinforcing the
idea of the product among the target audiences
 Point of purchase displays that show the discounts and offers that are given on the
products
 Specific KFC cutouts placed at all restaurants and other central areas that are located in
the urban or sub-urban areas
 Social-media pages hosted by a person identifying as the Colonel to provide the message
of the product
 The same messages are provided to the target audiences through various means
The KFC campaign is quite rare as it utilizes the image of the creator, identified as the
‘Colonel’ to effectively market their products to a large number of target audiences. The
focus is on providing a strong message.
Public relations
An important product that relies on public relations to determine the effectiveness of their
product strategy is Intel. Intel primarily sells computer processors and other software. They do
not engage in many marketing functions. They are engaged in Public relations activities

14PRINCIPLES OF MARKETING
especially in the IT sector businesses and academic fields. They bank on the reputation that they
have created for their product by engaging with various IT oriented people through the various
PR events that they organize. This helps them to gain a further grip on their target markets. The
company has a unique selling proposition that concerns the creation of processors. Hence, the
larger part of its customer base comprises of various IT device manufacturing companies, IT
organizations and other IT oriented people. The organization is focused on the development of
the processors from one version to the other. They engage effectively with their target market
with the help of their PR activities. Their market is niche and this makes PR oriented promotions
more feasible. The product that they sell is subsequently presented in the market. The company
very effectively organize their PR activities. At times even campus recruitment drives across
various IT institutions are used to market their products. They gather feedbacks through this
mechanisms and also utilize this mechanism to garner more market base and market value for
their product. The organization has been greatly successful in promoting their products through
this method. This has led to very minimal utilization of the traditional advertising methods.
Answer 4
Derived and fluctuating demand
LeBron James was instrumental in promoting his hometown of Cleveland, Ohio. A
similar situation was created when the Amazon fire was reported in 2019. The environmental
disaster was very important in changing the opinion of most people regarding eco-friendly
products. The news that the forests could have been deliberately set on fire to create land

15PRINCIPLES OF MARKETING
clearing for activities such as mining and timber production, created a demand for more ethically
sourced and eco-friendly products. It is important to consider the effect of the product on the
majority of the younger customers that purchased various products manufactured by the larger
corporations that tend to cause significant levels of resource depletion and pollution. The people
became more aware of ethical sourcing of resources for the products that they buy. The idea that
demand can be controlled for the conventionally manufactured products by shifting to more eco-
friendly products was created among a large number of consumers. They started to buy products
that had eco-friendly tags associated with them. The events co-incided with a large movement to
control or reduce pollution on a global level. This created an effective foundation for marketing
the eco-friendly products. For a few weeks demands for products that were sourced more
ethically as marketed by the producers went higher. The disaster was responsible to a great
extent for creating more demand.
Buying centers
I work for a company that is involved in the manufacture of certain FMCG goods. The
buying center of the organization is the higher management division. The division comprises of
various functional areas such as the research and analysis department, the board of directors and
the other departments that are directed managed by the CEO. The value it adds to the
procurement functions of the organization is primarily connected with the development of more
effectiveness and efficiency. The management of the procurement functions are more effectively
done as the people taking the decisions are more effectively focused towards utilizing the best
possible means of production. The people that are present within the department are completely
aware of the organizational needs. Subsequently, the utilize their expertise and past experiences

16PRINCIPLES OF MARKETING
in the procurement functions to devise a more effective and important procurement function that
can lead to greater productivity of the organization. The buying decisions are made in various
parts. The analysis and research department present their report to some specific people of the
higher management. These leaders subsequently present the specific recommendations of the
report in the board meetings. The board members highlight the parts that are more acceptable and
feasible concerning the procurement recommendations. Moving forward decisions are made
through achieving consensus among all the members. The idea is to reduce the procurement
costs without lowering the quality offerings made to the customers.

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