TASK 1 Introduction to Marketing Process
Added on 2020-01-28
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ContentsIntroduction......................................................................................................................................4TASK 1 Understand the concept and process of marketing ...........................................................5(a) What is marketing? You are required to produce a diagram and explain the five steps in asimple model of the marketing process. You should label your diagram and reference whereyou obtained it from.....................................................................................................................5Marketing: Marketing is the process of promoting the goods and services to make sales andearn revenues. With the help of efficient and effective marketing organizations can easilycapture the market........................................................................................................................5b) There are five possible marketing orientations under which an organisation can design andcarry out their marketing strategies, these are; the production concept, the product concept, theselling concept, the marketing concept, and the societal marketing concept...............................7You are required to discuss the approach that Amazon appears to embrace, you should identifythe potential benefits and cost to their approach and offer evidence from your research of thecompany to support your argument..............................................................................................7TASK 2- Be able to use the concepts of segmentation, targeting and positioning..........................9(a) Show macro and micro environmental factors which influence marketing decisions...........9(b) Propose segmentation criteria to be used for products in different markets........................10(c) Choose a targeting strategy for a selected product/service..................................................11(d) Demonstrate how buyer behaviour affects marketing activities in different buyingsituations.....................................................................................................................................11(e) Explain new positioning for a selected product/service......................................................121
Task 3 - Understand the individual elements of the extended marketing mix...............................13You should now extend your thinking beyond the 4 P’s to include a service perspective........13(a) Product – How are products developed to sustain competitive advantage.......................13(b) Place – Explain how distribution is arranged to provide customer convenience.............14(c) Price – Explain how prices are set to reflect the organization’s objectives and marketconditions................................................................................................................................14(d) Promotion – Illustrate how promotional activity is integrated to achieve marketingobjectives................................................................................................................................15(e) Analyze the additional elements of extended marketing mix for your company.................15Task 4 - Be able to use the marketing mix in different contexts...................................................17(a) Plan marketing mixes for two different segments in consumer markets..............................17(b) Decide on a product that both Amazon and Argos could target to a business market, anddiscuss what the differences in marketing products and services might be to businesses ratherthan consumers...........................................................................................................................18(c) What could Argos learn from Amazon’s experience as an international marketer?...........18Conclusion.....................................................................................................................................21REFERENCE.................................................................................................................................222
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IntroductionThe process of marketing has been discussed here where the process of marketing has beenclearly defined with the example of Amazon. Coming to the point directly, Amazon will beconsidered as the most appropriate depiction of the changing trend of global marketing. Here,everything from the process of marketing to the components in the process will be explained.Marketing is never to be termed as one-way process; hence, the whole system will be defined ina multi-dimensional mannerism that would also take into account the customer’s perspectives.Why Amazon? This company has stood out to be a leader in modern day trade that too throughelectronic medium i.e. Internet. The portions would be concluded by a comparison between Amazon and its fellow competitor,Argos, which would further depict the ways a leader differ from any ordinary business venture. 4
TASK 1 Understand the concept and process of marketing (a) What is marketing? You are required to produce a diagramand explain the five steps in a simple model of themarketing process. You should label your diagram andreference where you obtained it from.Marketing: Marketing is the process of promoting the goods and services to make sales andearn revenues. With the help of efficient and effective marketing organizations can easilycapture the market.(Shirky, 2008)5
These steps of marketing process when implemented strategically bring in more effectiveness inthe prepared strategy. The given diagram depicts the steps or stages which are involved in themarketing process of every organisation. Five steps of marketing process are as follows:Research: It is the first and the foremost important step of marketing. Without research we arenot able to perform the marketing in an efficient manner. With the help of the researchorganisation is able to find out the need and wants of their respective customers. Research helpsin getting the information about the market trend, customer’s needs and wants and also about theactivities of the competitors so that Amazon can make their strategies in an effective manner sothat they can compete with their competitors in an effective manner.Plan: After research planning becomes the most important step of marketing because in theabsence of the planning things get mismanaged. With the help of the planning Amazon can targetthe customer and prepare their goods and services in respect to satisfy the customer’s needs andwants. Planning also include the quality and the price estimation so that they can prepare theirproduct or service accordingly.Implement: It is very necessary to implement the planning in an effective manner to achieve thedesired results in an effective manner. So that implementation is also an important factor inrespect to marketing. It is very important to implement the plans and research in an effectivemanner so that Amazon can achieve the desired goals in an effective manner.Measure: After implementing the market research and planning it is very important to measurethe results which they get after implementing the market research and planning. With the help ofthis we can say that measuring the results become important because while measuring the resultsif they found that results are not effective then Amazon can again make effective plans andimplement them to get the effective results.Optimize: It is a last step but with this it is also an equally important in comparison to all otherfour steps. While marketing Amazon has use their available resources in an effective manner. IfAmazon didn’t optimize the available resources in an effective manner then the marketing oftheir products and services get affected badly (Shirky, 2008).6
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