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UNIT 2 MARKETING ESSENTIAL Introduction Some use the term "marketing" as a fashionable word for "sale." Of course, selling is part of the marketing process, but marketing is much more than that. Others use this term for all types of promotion and advertising. Again, they are part of marketing, but they are not everything. In fact, marketing is a lot more extensive than promotion, advertising and selling. In the most complete sense, marketing is a general term that includes the position of an enterprise among market competitors, its competitive advantage and the selection of viable market segments on which it will focus. If certain market segments have been selected (and these have been chosen in a positive way to avoid others), marketing also includes communication with customers in selected markets. This communication is a dialogue, not a monologue. In other words, marketing includes listening to customers - or market research. Only then will we proceed to the formulation of precise messages tailored to the needs of different types of customers. Each of these messages is then transmitted using the most appropriate environment in that situation. These concrete marketing messages are created and transmitted according to a technique called the "Three Marketing M". So we have to understand that marketing is much more than promotion and sales. It's a way to analyze the entire activity in relation to the markets. By using the full range of marketing tools, we can successfully succeed by effectively avoiding competitors and serving with clientele. In order for our business to be successful, we need to use all aspects of marketing: strategic marketing, competitors' analysis, market positioning, market research, and finally marketing messages. Chosen Company Background Aldi is the abbreviation for "ALbrecht DIscount", a German cash and carry retail company, originally founded in 1913 and named after current owners, the brothers Karl and Theo Albrecht. In 1960, the company broke up in two: "Aldi Nord" (Theo) and "Aldi Sud" (Karl).
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It together establishes a European supermarket chain. The current company was founded in 1946 and currently holds about 7,200 shops in 17 countries Since the 1950s, other subsidiaries have been opened and the range sold has been limited and at an unbeatable price, with little money. The concept worked and became a principle, also mirrored by the name Aldi (acronym from Albrecht-Discount). Over the years, the Albrecht brothers have built a gigantic international empire. After the divorce in Aldi North (belonging to Theo) and South (belonging to Karl) in the early 1960s, Aldi Nord is currently present in Belgium, the Netherlands, Spain, Portugal, Poland and the USA. Concern has a turnover of 25 billion euros per year, being one of the largest companies in German post-war history. P1. Explain the key roles and responsibilities of marketing function. Starting from the fact that marketing represents a new, efficient, thinking and action in the business world, specialists have been increasingly keen to define as much as possible the "mission", its role, reflected in its tasks, and in the most suggestive way, the functions it will perform. Most authors consider marketing activities as economic activities related to the route of goods or services from manufacturer to consumer, namely transport, sale, purchase, etc. Also called "marketing services", such activities are sometimes grouped according to the central element on which these functions are targeted. Thus, in their "Marketing. Principles and Methods »Charles Philips and D. Duncan propose the following classification: a) Functions involvingthetransferofproperties(buying,selling);b)functionsinvolvingphysical distribution(transport,storage,storage);c)functionsthatfacilitatethetwoabove (standardization, financing, risk taking, market information). The connection to the external environment is a medium function, ensuring the connection between the company's potential and the environmental requirements and, in the last analysis, the realization of the two object-functions; meeting common requirements at a higher level and maximizing profits. All four of these functions are found in the practice of marketing by referring to its existence as a system. The management of the enterprise must try to integrate themarketingactivitywiththefunctionsoftheresearch-development,production, commercial, financial and accounting personnel and personnel - in a unique system, the "enterprise" system, so that the company's functions are better depreciated, to ensure the economic and social purpose of the activity carried out. The solution offered by the practice
is that of the emergence and development of a new function - the marketing function - with an integrating role in relation to the other functions of the enterprise. Such a function, although it is found in the activity of some compartments within the enterprises - the marketing department - is not limited to it, interfering with its other functions. Hence, its integrating character results in activities that are part of other compartments and sectors of the enterprise. Marketing is an study of management that focus on exchange relationship and it is a business process by creating relationship and satisfying consumer base. Nature and scope of marketing is that it is an organizational function that helps in set of processes by creating and communicating value. Marketing concept focus on use of data and resources by analyzing needs and wants of consumers by developing various tools and strategies not only for satisfying consumer needs but to attain goals. In recent trend of marketing concerned with that it focus on traditional collective Scattergun approach rather than focusing on an individual. To reach at large consumer base it uses social media and use artificial intelligence so that they can enlarge business opportunities. External environment impacts directly on activities of marketing such as change in government in particular country and they establish new norms and conditions that forces to marketing department to bring change in their work and procedures. Overview of marketing process: there are some steps to accomplish desirable goals and objects in organization by obey some steps that are as follows: strategic planning: it is the step in which defining of strategy and it give direction and accordingly take decisions by allocating resources to reach at desirable outcomes. Marketing mix: marketing mix refers to the set of actions that use by company to promote the brand or product into market place. In which 7 ps of marketing consist. Role of marketing: marketing plays an important role to deliver goods and services to their ultimate consumers. B2B marketing: B2B marketing in which marketeers sell products and services directly to business. B2C marketing: in B2C marketing marketeers sell their products and services to directly to consumers for their personal use. In both types selling goods marketing plays very important role to reach at large consumer base by accessing their needs and wants. P2Explainhowrolesandresponsibilitiesofmarketingrelatetothewider organizational contex.
Marketing stems from the fact that people have certain needs and desires. When there are more products that can satisfy such a need, choosing one of them is determined by value, cost andsatisfactionconcepts.Theseproductscanbeobtainedinseveralways:byown production, by constraint, by begging and skib. Most modern societies work on the principle of exchange for other things they need. Mrketing includes all activities related to the work with the markets, so all activities are said to be trying to make the practical exchanges. Taking into account the essence of marketing, the scope, the nature of the markets, the specifics of the companies formulate the following 4 marketing functions. 1. Market investigation function. 2. The dynamic connection function of the enterprise to its external environment. 3. Maximizing consumption needs. 4. Maximize efficiency. There are different ways of approaching marketing activity. The concept of; Productionsupports cavour to be preferred by consumers those products characterized by availability and low price. The task of the company's management is, in this case, to improve the efficiency of production and a Distributionand Reduce Prices. The product concept claims they will be preferred by Consumersproduce quality products at reasonablePrices,that is, those products that require a low promotion effort. The concept of measurement supports the idea that consumers will not buy a sufficient quantity of products from a company unless they are encouraged to do so through a sustained marketing and promotion activity. The marketing concept argues that the main objective of a company must be to assess the needs, desires and preferences of a targeted category of consumers to whom it offers the expected satisfaction. The four elements behind this concept are the target market, consumer needs, coordinated marketing andprofitability. And last but not least, the distribution of goods, by its complexity, needs to be addressed in a wider context in order to highlight the consistency and prospects of such a sector, taking into account, on the one hand, the diversity of its forms - retail, wholesale, middle trade etc. - and, on the other hand, the need to properly assess its role in terms of both the development of production and the promotion and modernization of consumption, so that it can be close to all other forms and sectors of the market. And it goes without saying that there must be a close connection between all the departments
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Marketing stems from the fact that people have certain needs and desires. When there are more products that can satisfy such a need, choosing one of them is determined by value, cost and satisfaction concepts. These products can be obtained in several ways: by own production, by constraint, by begging and skib. Most modern societies work on the principle of exchange for other things they need. Mrketing includes all activities related to the work with the markets, so all activities are said to be trying to make the practical exchanges. 1.Investigating the market and the common needsin order to obtain pertinent and prompt information, both on the present and the potential markets, regarding the total needs, whether solvable or not, to their motivation for the behavior of the consumer. At the same time, the scope of investigations extends to the other environmental components that the company is reporting on those factors that prolong their action to the spheres of the market. 2.Linking the company dynamics tothe economic and social environment, a function that reflects the new vision of marketing on the business environment. At the same time, such a functionimpliesthefunctioningoftheopportunitiesandeventheinfluenceofthe environment by counteracting or, if necessary, stimulating some trends in its evolution. 3.The satisfactionin higher conditions of the joint amounts ensures the purpose of the company's activity, the social recognition of the factor of the conformity of the products or services in which its activity materializes and the needs for which it is intended. At the same time, it is worth mentioning that the achievement of such a function also involves educating consumers' tastes, creating new trends, orienting consumption demand in accordance with the general interests of society. 4.Maximizing economic efficiency, obtaining the expected profit is the function that involves, first, the rational allocation of resources, then the optimization of production structures according to the company's objectives, and finally the optimization of all economic processes that make up the complete production-consumption flow. P3.Compare the ways in which different organizations apply the marketing mix to the marketing planning process to achieve business objectives. Marketing means organizing the process of conception of products,production, selling and servicing and post-sales, starting from the idea of knowing the needs of the consumer or the user in order to satisfy the most demanding requirements of the product. (A. Zamfir, Marketing)
Marketing is the analysis, programming and control of the resources of the various manufacturing companies, their policy and their production and sales activity in order to meet the requirements of different consumer groups and to obtain profits. (Kotler, P., Marketing- Management - Analysis, Planning, and Control, Prentice Hall, Englewood Cliffs, NJ, 1990 So the marketing mix must meet or exceed the organization's goalsfrom the customer's perspective. A separate marketing mix isdesigned for each product or marketing segment, depending on the organizational structure of the company. There are many factors that dictate how the mix of the marketing mix isproportional. The 4 Ps should be considered when designing a marketing strategy or marketing plan. In the long run, all 4 variants of the mix can be modified, but in the short term it is difficult to change the distribution or product. Product:Product management issues and product marketing deal with the specifications of the good or product concerned, and how it relates to the needs and desires of the end user. •Price:It refers to the pricing process for a product, including price reductions. •Promotion: Includes advertising, public relations, advertising and personal sales, and refers to different methods of promoting a product. •Placementor distribution, refers to how the product reaches the customer. This fourth P refers to the place where the product or service is sold, for example the geographical region or industry, and its segment (young people, adults, families, companies, businessmen, women, men, etc.). More recently, 3 more P were added to the original 4 P's. The 7P model is mainly for services (the difference is that products are tangible while services are intangible). People- People involved in service delivery Processes- Processes that affect the execution of services Physicalevidence - physical evidence that the service was executed. It's less intuitive about the role of this ingredient. It has to do with people's nature - we as people memorize experiences and emotions (and perceive them as positive or negative) by linking them to material objects. I remember the following example - Nowadays, the way we buy music has changed. Linked to 4P - 3 of 4 is basically spending. Money is spent on producing, distributing and promoting products. A single P represents revenue - the price. It is often too easy to give up the price (because this is the simplest way of increasing sales - the cheaper the products are
the higher the demand) without trying to improve the other 3 ingredients in advance. Everywhere we see posters with promotional prices, discounts, but we do not see posters saying that the quality of the products has improved or that delivery time has been halved. I personally see price discovery as the last solution, not the first. Aldi marketing consists of: .providing a uniqueexperience for every customer. .the close relationshipwith clients, in order to find out their opinions and expectations .community involvement .bringing to the attentionof our customers both the quality of the products and the experience .increasing salesand profitability of Aldi . Enhance and improve the four areas of our activity: Quality, Service, Cleaning and Value Public target What is Aldi for me? Family with children A children's playground where menus can be specially created for them. Urban consumers always on the run Good taste, The 4 P's of the marketing mix used by Aldi are: 1. Product 2. Place 3. Price 4. Promotion 5. People Marketing strategy Marketing strategy the company considers the four components of the marketing mix: product, promotion, distribution and price. Product strategy consists in the fact that Aldi serve specialties adapted to local tastes such as: Spaghettis in the Philippines, lamb hamburgerin New Delphi, fish and rice in Japan. Also, is adapted to local products. Lidl's history begins in the 1930s, when their first store was created in Germany acting as a grocery wholesaler. Since then, Lidl has now become one of the largest grocery retailers in Europe, with over 600 stores operating in the UK, and thousands based across Europe (Butler, 2014)
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are positioned on two different price segments. While at Lidl are attacking the low-priced segment, Aldi sells products with average and above average prices. Since the launch of the catalog last month, Aldi officials have announced they have cut prices and hoping to bring sales back on the rise. The price at Lidl compared to Aldiis an extremely mobile and flexible element of the mix because, unlike product and distribution, it can be easily changed. The effect of price change is, as a rule, immediate and quantifiable as opposed to changing other variables of the marketing mix. The price of a product may vary between 2 limits: -the lower limit, corresponding to the cost of production and marketing and ensuring a minimum profit margin; ď€the upper limit determined by the level of acceptability of the product Marketing mixAldiLidl ProductIt has long chain of products and deals in market of grocery food and beverages, confectioneries with many other food products to all range of consumers. It is one of the most renowned brand name and cheapest supermarket retailer and have large chain of products are food and daily use deliverable. PriceIt pricing strategy is it set prices that always lower than their competitors. Its strategic pricing focus on by providing high quality products and charge high price. It has clear pricing strategy by giving value driven supermarket and give incredible cheap pricing. PlaceIt has almost 8000 stores in 18 countries and it has long supply chain to reach at large consumer base by accurate logistics in their work and new store opens by their accurate supply chain. It has large stores in UK and europe and deals in different segments to give high end consumers. PromotionAldi use unique and effective tool to promote activities and use different advertisement and promotional tools by using IMC to link various promotional tools simultaneously. It has not current loyalty schemes and believe on pricing model. PeopleIt has lower customer service and their competitors and employees not help to In their people employees which them attractive price should be paid and adopt high
consumers in select products. It use various sources of media to directly connect with consumers and build an support tool to great personnel. Organization have people with different skills and capable people which can give their best. training standards to give them motivation. Physical evidenceTo connect with consumers it in their advertisement use visual, aural and artificial images that helps in direct connect with consumers and their market scape is also so good. Their mostly stores are in linear and traditional manner. It is easy for their consumers to purchase goods and services. ProcessIt has large supply chain with that they can reach at large consumer base by using consistent services to consumers. Its basic process is to purchase and sell goods at low prices. Consumers not involved to purchase goods and services. The main difference between product and services that product are physical in nature and tangible also and services are intangible and not physically available. For an organization to remain stable in market place they have to launch a new product into market place by creating an distinctive brand image in front of consumers. To reach at desirable outcomes and goals organization have to pass through an definite path. P4. Produce and evaluate a basic marketing plan for an organization THE MARKETING PLAN The planning process is materialized in a marketing plan that will be communicated to the organization for planning. The marketing plan is the tool by which the marketing activity and the organization's resources are directed to meet its marketing objectives. The marketing plan is the written document that governs all marketing activities, including their implementation and control. A company must have a plan for each goal it fixes. Regardless of the level of planning, the marketing plan serves a well-defined purpose: •provides a basis for implementing the company's strategies and directs the activity in order to achieve the company's objectives; •informs about the new participants in the plan and their role; •specify how resources will be used;
•stimulate thinking and make effective use of existing values; •delimit responsibilities within a team; Taking into account that people who actually apply the marketing plan are not those who have decision-making power and no ability to approve changes within the proposed goals, the summary gives them the opportunity to avoid details that are not useful to them. The analyzes present comparative situations between the company's performance and the proposed objectives. The information included in these analyzes is obtained both inside and outside the company, usually provided by the marketing information system. b)Thecurrentmarketingsituation-themarketingreview,whichpresentsbasic information on the market, product, competition and distribution. Itisananalysisofboththeexternalenvironment-includingpolitical,legislative, technological, social, economic, competitive - as well as domestic - resource capabilities and competences. c)SWOT Analysis- identifies the company's main strengths and weaknesses as well as the most important opportunities and threats it faces within the marketing environment. On the other hand, by comparing the internal resources of the organization with those of competitors, it identifies its strong and weak points.in this section, they are highlighted distinctly because their good correlation depends largely on subsequent success. d)Objectives and issues- Defines the company's objectives in terms of sales value, market share, profits, and issues that could influence their achievement. The objectives are determinedaccording to the conclusions drawn from the analysis stages, the evaluation of the level of the preforms of which it is capable organization in the existing environmental conditions. In the actual form, marketing objectives can refer to customer satisfaction, sales volume or quoted market share. e)Marketing Strategy- Broadly presents marketing activity which the enterprise will pursue the achievement of the proposed objectives. Strategy is the way forward to achieve the intended purpose. Obilogically, it refers both to the structure of the market and to product, price, distribution and promotion policy options. f)Action Program- Describes the tactics used by the company to apply the strategy, the succession of the actions that the enterprise will take, the persons who will perform the tasks and those who coordinate and jointly answer them to the manner of accomplishment, the deadlines for the execution of the costs related;
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g)Budgets- a planned revenue and expenditure situation, depending on the financial results of the plan; The budget has to be spent in order to allocate the resources for each activity marketing. This should include in the revenue chapter the projected sales volume at the estimated average price. Costs include production costs as well as the estimated cost of implementing the plan: costing with the company's communications business, costs related to the development of distribution channels, costs with staff training, marketing research costs. h)Control system- Indicates how to track the application of the marketing program to detect some malfunctions and take corrective action. Periodically it is advisable to create graphs that show the degree of correspondence betweentheproposedobjectivesandtheresultsobtained.Dependingonthese correspondents, corrective measures will be specified and responsibilities will be assigned to the authorized personnel in order to achieve the proposed objectives. As a result of the contribution of different organizational levels, the marketing plan fulfills certain functions within the organization. Among the most important are: a)Identificationof the sources of the competitive advantage of the enterprise on the markets on which it operates; b)Orientationof the activity of the organization in function of the internal and external environment; c)Diminishingor avoiding the unfavorable impact of an unstable or turbulent environment; d)Establishclear,quantitativeandnon-financial,quantitativeandqualitative,future objectives; e)Coordinatingthe efforts made by the departments / departments / departments of the organization to meet the marketing and corporate goals of the enterprise; f)Increasethe level of staff involvement, by satisfying the tasks they will perform and the related time intervals; g)Allocationofresourcesforthevariousmarketingactivities,dependingontheir contribution to the achievement of the established objectives; h)Ensuring the unitaryfulfillment by all managers and specialists of the enterprise of the objectives, strategies and action programs; Conclusion The marketing plan is an important part of the businessplan along with the plans for the other functions of the enterprise: research and development, production, personnel and financial . It will be developed for each division of the organization, strategic unit of activity,
The consumer's proposal is based solely on the price, which is reflected in the store's "atmosphere" and its operating mode. The store does not charge branding fees, and on the other hand, marketing support is limited to weekly promotions and only to locally purchased products.Thereducednumberofemployeesperstoremakesmerchandisingsimple planograms, where only categories are defined. Conclusions McDonald's restaurants are an example of successful business. In order to succeed in translating the business from a local level to a global level, both quality and adaptability, as well as the vision that identifies, among other things, the indispensable elements, but which the current market does not have, is necessary. The only problem the restaurant chain has to deal with is the fight with the media. It has not yet been clarified a problem that has been in the media's attention for several years, namely that of unhealthy ingredients used to prepare products put up for sale. Although it is a subject of discussion in our country, McDonald's continues to receive millions of lei a month Refernce ; Wikipedia,The Marketing Book, (6thedition), Oxford: Elsevier Ltd, 2008;