Marketing Principles for Business Success

This solved assignment delves into how effective marketing principles can significantly increase a company's sales and profit margins. It examines various marketing concepts and their practical applications, drawing upon academic sources and research to illustrate their importance. The document also provides a list of relevant references for further reading.

MARKETING
PRINCIPLES

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 - Various elements of the marketing process........................................................................3
1.2 Benefits and costs of a marketing orientation.......................................................................4
TASK 2............................................................................................................................................4
2.1- Macro and micro environmental factors which influence marketing decisions..................4
2.2- Segmentation criteria to be used for products in different markets.....................................5
2.3- Targeting strategy for a selected product/service................................................................6
2.4 Buyer behaviour affects marketing activities in different buying situations........................6
2.5- Propose new positioning for a selected product/service......................................................7
TASK3.............................................................................................................................................7
3.1- Product development in sustain competitive advantage......................................................7
3.2- Distribution is arranged to provide customer convenience.................................................8
3.3- Prices are set to reflect an organisation’s objectives and market condition........................8
3.4 - Promotional activity to achieve marketing objectives........................................................9
3.5- Additional elements of the extended marketing mix.........................................................10
TASK 4..........................................................................................................................................10
4.1 Plan marketing mixes for two different segments in consumer markets............................10
4.3- Differences in marketing products and services................................................................11
4.3- International marketing differs from domestic marketing.................................................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing has a broad concept which describe about the elements and concept of
marketing. All company follow the rules and regulation of marketing. Many researcher give their
views related to marketing(Lefebvre, 2011). At present time marketing follow the Philip Kotlar
principle and rules. As Mc Donald also follow the rules and regulation of marketing. Marketing
principle and marketing concept refers marketing mix and service. These thing are necessary to
every organisation. As Mc Donald also use marketing mix. Marketing mix refers product, price,
place, and promotion. These are the basic elements of every company. Mc Donald also use their
product to market sale. Market relies on the product and product price.
TASK 1
1.1 - Various elements of the marketing process
Marketing process is the vital part of organisation. Mc Donald also use marketing process
to sale their product and any research related to marketing. This process refers some elements
which is as follow:
 Conduct market research:- Companies conduct market research to analyse about any
particular topic(Jobber, and Ellis-Chadwick, 2012). As Mc Donald can use marketing
research related to product analysis or any segment of company.
 Develop marketing strategy:- Company develop marketing strategy to complete any
particular task. As Mc Donald want to make new product so it should make a strategy to
develop a new product.
 Plan marketing activities:- Every organisation should plan marketing activity to
complete any marketing related task. As Mc Donald want to introduce new product so it
should make a marketing plan.
 Manage marketing promotional:- It describe about the promotion activity in market.
As Mc Donald want to promote their product so it have to complete market promotional
activity.
 Optimise sales activity:- It refers controllable sales activity in market. As Mc Donald
sale their product with optimise their sales activity(Sheth, and Sisodia, 2015).

 Customer feedback:- It refers customer point of view on product and company. As
customer give ratings to Mc Donald product. Customer feedback is necessary to get result
from market.
1.2 Benefits and costs of a marketing orientation
It refers a business modal which focus on deliver product to customer according to
customer need and desire(French,2010). Mc Donald company also care about the customer
requirement. As Mc Donald's Aalu tikki is most selling product due to customer demand.
Benefits
 To identify current market share:- As Mc Donald company do market analysis to
identify about their current market position and current market share.
 To understand customer desire of products and make better:- Mc Donald can
identify about the customer need and demand and after that company can do changes in
their product.
 Attract customer through packaging and labelling:- Packaging and labelling is most
attractive thing to customer. Mc Donald use their special packaging and provide product
to customer(Henley, Raffin, and Caemmerer, 2011).
Costs
Promotional costs
Advertising cost:- Company use advertising to introduce their product in market. Mc
Donald also use their slogan and many advertising activity. It is a compulsory cost of
organisation.
Sales promotion cost
Consumer promotion:- Company use sales promotion activity to increase the sale of
product. As Mc Donald promote their customer and provide a better product.
Trade promotion:- It is helpful to promote business in market. Mc Donald use slogan as
“We're lovin' it” to promote their business(Rudd, and Mills, 2011).
TASK 2
2.1- Macro and micro environmental factors which influence marketing decisions
Micro and macro environment effect the marketing decision making process. These
factor directly and indirectly effect decision making process.

Mc Donald analyse about micro and macro environment factor and take a appropriate decision.
Micro Environment:- It refers internal things which have impact on decision making as
supplier, competitors, customers, etc.
 Suppliers:- Supplier tell about the buyer's demand in market. So many time company
have to reduce or increment in product quantity(Abdullah, and Ismail Ahmad, 2010). As
suppliers demand only aalu tikki so company can't take own decision.
 Customer:- Customer demand product and company complete that demand. As Customer
demand is only for Mc Egg product so company can't sell aalu tkki product to customer.
Company should always follow customer demand.
 Competitors:- Company take many decision after analyse about their
competitors(Lefebvre, 2011). As KFC decrease their product price so Mc Donald also
have to take decision related to price of product.
Macro Environment:- It refers external things which can influence the marketing
decision making process as political, social, etc.
 Political:- Political policies create influences to take any marketing decision. As UK
increase their food tax so Mc Donald have to do some changes in their policy.
 Social:- Social community and social decision have power to influence company
decision. As UK is a multi cultural country so Mc Donald make their product according
to customer culture.
2.2- Segmentation criteria to be used for products in different markets
Segmenting:- Segmenting help company to make future strategy to increase sales and
mange product in different segment and different market. Segmenting is the necessary term to
product. It describe about product and company condition in different market.
As Mc Donald realize the requirements for effective segment and that should be
measurable, substantial and actionable(Sferle, and et. al 2012). Mc Donald select market and do
analysis about product size, customer purchasing power and characteristics of each segment and
market. Which help to describe about company condition in different segment and different
market. Mc Donald start segmenting with geographic, demographic, psycho graphic and
behavioural criteria. These segmenting criteria define about that how can Mc Donald can use
their market strategy in different segment. Mc Donald use segmenting and identify about

potential market to company. . Mc Donald should make proper size, attractive product to
increase sales and it is a effective use of segmenting.
2.3- Targeting strategy for a selected product/service
Company select a market and make strategy to complete a segment and analyse about the
product condition in that segment. All the company use this strategy to full fill the requirement
of all segment(Lefebvre, 201). It is the analysis of product in target market and how product
behave in different kind of market condition. As Mc Donald use different kind of strategy to sale
their product. Mc Donald make strategy to target market, perfect competition market and other
market segment.
Multi segment marketing:- A multi segment strategy refers demographic changes and
other trend changes in market. As Mc Donald use multi segment marketing if one product is
unable to full fill requirement of market. So company should make another product which can
complete the customer need.
Target global market strategy:- Many company deal on global market which is helpful
to increment in business and customer(Pérez-Escamilla, 2012). As Mc Donald sale their product
on global market. So Mc Donald use effective target market strategy to complete the need on
global market.
2.4 Buyer behaviour affects marketing activities in different buying situations
A company always care about the buying behaviour of customer. Consumer is the king of
market which have power to influence the demand and supply, market condition, and market
position. Marketing basic concept is purchasing and selling of product where a company sale
their product to customer.
 Supply and demand:- Company supply their product according to need of market and
consumer have power to increase and decrease the demand of product in market. As MC
Donald consumer want Mc Egg product so company have to supply that product
according to demand(Alserhan, 2015). Consumer can directly influence the company
demand and supply factor.
 Routine behaviour:- Many times customer refer only one certain product so he purchase
that particular product. It is the normal buyer routine behaviour. As Mc Donald customer
refer aalu tikki product comparison of other product.

 Complex decision making:- Its shows the luxurious life style of customer. A person
refer expensive thing as diamond, vintage car etc. At present time every type of customer
use Mc Donald product. Mc Donald produce better product and provide that product in
better place so every people like Mc Donald product.
2.5- Propose new positioning for a selected product/service
Positioning is a very important for a product. It describe about the product position and
condition in market. It also refer brand loyalty, product loyalty and brand goodwill. Every
company conduct research for product positioning(Hastings, and Domegan, 2013). As Mc
Donald also select their target market and get the result about their product positioning. Many
customer give positive feedback comparison of other food productive company.
 Company should select their target market and conduct a segment to find out product
positioning. Company follow this process to get result from customer.
 Researcher find about the product attributes and analyse internal factor of product.
 Data collection is the important part. Researcher collect data from their target market and
analyse that report(Dann, 2010).
 On the basis of that report superior make many graph and many presentation to get
proper result and feedback. By this company can identify about their product position.
Mc Donald company also follow their process after a particular time. It is necessary also
to make for future strategy. Mc Donald keep top level and middle level person in target market
and find positive result from customer. Mc Donald has maintain very big brand loyalty in
market.
TASK3
3.1- Product development in sustain competitive advantage
Product development is refer to make new product and introduce that product in target
market. Company always make new product and increase their sales. Product development can
be take place as new product and any changes in existing product(Glassman, and Braun, 2010). It
depend on the company strategy. As MC Donald make their aalu tikki product and after some
time Mc Donald use eggs in aalu tikki and make new product Mc-Egg. It is a innovation in
existing product.

 Company start their process with the generating a product development idea without idea
company unable to develop new product.
 After generating idea company make design and make plan how to screen that idea.
 Internal and external analysis is also necessary to identify opportunity.
 Company should do market analysis and beta testing(Armstrong, and et. al 2014).
 Market analysis describe about the market opportunity and competitors in market. On the
basis of this analysis result company make strategy and try to implement that strategy.
 Company make plan to development new product. Company complete technical
requirement and any other requirement thing which is necessary to develop new product.
 Company follow this process and develop new product.
3.2- Distribution is arranged to provide customer convenience
Company provide their product it is the distribution of product. Company use many
channels to distribute their product in market. Mc Donald also follow many market strategy and
many distribution channel to reach their customer(French,2010). Mc Donald can adopt intensive
and vertical marketing network distribution channel. These channel manage supply chain
management I market.
Intensive distribution:- This strategy refer that what customer want on what time.
Company provide goods to customer when they want. It strategy designed to reach customer at
any time any where. As Mc Donald many restaurants are open 24 hours and provide goods to
customer and satisfy customer need.
Vertical marketing network:- In that case company make their agent and franchisers to
sale company product on the behalf of company(Rudd, and Mills, 2011). In global market
company provide authorisation to another person to sale company product in company terms and
condition. As Mc Donald have many franchisers on global market who sell company product. It
also follow a chain system in every market.
3.3- Prices are set to reflect an organisation’s objectives and market condition
Company follow many types of price strategy on global market. Company make their
price strategy according to their customer and many time according to their competitor product
price. Company follow penetration pricing, focused based pricing, price skimming, price
bundling and psychological pricing. As Mc Donald also use pricing strategy to sale their product.
Mc Donald follow price bundling and psychological pricing to set their product price.

Price bundling:- In price bundling company make a bundle of product and sale their
product in on e price. As Mc Donald also provide happy meal package to their customer and take
single price of three or four product(Dann, 2010). It is increase the sales and family also prefer
these type of happy meal package which is full fill the whole family need and requirement.
Psychological pricing:- In that company keep product price on the basis of customer
psychological term. Company may earn profit to increase the price of product. It follow the
elasticity of demand and elasticity of supply. Company decide their price on the customer
psychological perception.
3.4 - Promotional activity to achieve marketing objectives
Company follow many promotional activity to achieve marketing objective. Company
make plan and strategy to complete target and respond to market target customer(Abdullah, and
Ismail Ahmad, 2010). Promotion activity are used by company to increase goodwill of company
and introduce company product in market. Company use many advertising activity to complete
the target market objective.
 Advertising:- Company hire any advertising agency and use advertising strategy to
promote their product in market. Company can use magazine advertising, television
advertising and other method of advertising which can be helpful to increase brand
popularity.
 Personal selling:- A company find their target customer and sale their company product.
In that case company make their agents and complete the product demand in
market(Pérez-Escamilla, 2012). As Company provide home delivery option to their
customer and provide goods on their home in committed time. It is the strategy to reach
their customer and direct interact with their customer.
 Short term sales promotion:- Company start a champaign to achieve a shot term goal of
promotion. Company make short term plan and strategy to achieve a task. As Mc Donald
can use football match advertising on football world cup time to achieve target of short
term promotion.
3.5- Additional elements of the extended marketing mix
Additional marketing mix refers three elements of marketing which help to increase
company product sales, product marketing, promotional activity and many other thing.
Additional marketing concept refers people, process, and physical evidence in market(Sferle, and

et. al 2012). Company should also care about these elements to manage the marketing of
organisation
People:- Management and employee are responsible to increase marketing management
in market. So company recruit HR manager who manage workforce in company and HR
manager hire skilled and knowledgable person who are able to increase sales and increase brad
goodwill in market. It is totally related to service department(Lefebvre, 2011). As Mc Donald
employee provide fully satisfaction to their customer and many times their vendor suggest best
happy meal to customer.
Process:- Marketing activity refer a process of marketing. Company employee care about
service delivery, uniformity of offering, service consumption. As MC Donald also follow the
process of marketing which increase the company profit from market. Company always follow a
plan and strategy to full fill the customer need.
Physical evidence:- It refers that company employee provide service to their customer in
specific manner. Their should be no communication gap between employee and customer. It is
physically representation of employee and customer.
TASK 4
4.1 Plan marketing mixes for two different segments in consumer markets
As Mc Donald plan marketing mix in organisation segment based on customer behaviour
physiography,demographic and geographically(Rudd, and Mills, 2011). As Mc Donald deal in
many countries. The product in Qatar and UK have some differences due to climate and price of
Qatar are higher than UK. There are lots of differences in Qatar and UK product, price, place and
promotion. People and management is not same, marketing strategy also different with each
other. Both countries are deal with different kind of product of Mc Donald. There are also
differences price related. Mc Donald play a different role and different service in different
segment. Due to many differences in Qatar and UK demographic UK sale more product
comparison of Qatar.
4.3- Differences in marketing products and services
Every organisation have own product which is different with another organisation
product. Customer are same for all organisation but customer prefer product according to their
demand and according to their preference(Alserhan, 2015). As Mc Donald company make their

product and sale their product as same as Burger king and Subway. Customer prefer product
according to their perception on product and company. Both companies use different type of
strategy and both have different product price in market. Mc Donald concentrate on their product
rather ten customer. Customer like Mc Donald product comparison of any other company
product. Company brand loyalty and product quality have power to change the customer demand
and need. Company should make better product to customer.
4.3- International marketing differs from domestic marketing
Internation and domestic marketing are different with each other. Company use different
plan and strategy on both level of market(Abdullah, and Ismail Ahmad, 2010). As Mc Donald
deal on global market so company should manage their product on internation and domestic
level. There are lot of differences between intentional market and domestic market:-
 international market have a broad are a comparison of domestic market.
 Company earn more profit on international level comparison of domestic product.
 Company maintain better relationship in political terms on international level comparison
of domestic level.
 Company have a lot of opportunity on global market comparison of domestic
market(Sferle, and et. al 2012).
International market is the world wide area where any company can start their business after
completing some terms and condition of global market.
CONCLUSION
On the basis of this report we found that company follow a process of marketing to
innovate their product and increase sale. Company also deal with market orientation which have
some benefits and charge some cost which is include in product cost. Company face many
internal and external factor which have power to influence marketing decision. Company deal
with different market and different segment which describe about company position in market
segment. Buyer behaviour affect the making decision making process. Company innovate new
product and follow the process of product development. Company use many marketing activity
to promote their product. Mc Donald also analyse about the additional marketing mix and how
they affect company work. Company play a different role in different segment. Mc Donald deal

on global market and domestic market which is very helpful to increase sales and profit of
company.

REFERENCES
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