Introduction to Marketing

INTRODUCTION TO MARKETING
1

Table of Contents
1.0 INTRODUCTION.....................................................................................................................3
2.0 Define marketing and how 7Ps create customer value.....................................................3
3.0 Determine how business use marketing to remain competitive using SWOT analysis...4
4.0 Determine Ansoff's Growth matrix and how businesses use Ansoff’s matrix to become
successful................................................................................................................................5
5.0 Determine how Marks and Spencer use digital marketing to improve its performance and
growth ....................................................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8
2

1.0 INTRODUCTION
Marketing is an important business tool which is helped to perform different business
functions. Marketing is a business activity which is helped to engage with the target customer
and make profitable relations with them. Business uses marketing as a tool in order to promote it
market offerings to the final customers. Marks and Spencer is an UK based retailer dealing in
consumer oriented product and services. The product ranges in Marks and Spencer ranges from
clothings, banking sector, electrical energy conservation plant, food sector industry it captures
large market share of the consumer market.
2.0 Define marketing and how 7Ps create customer value
Marketing is the process to engaging with the target customers and building profitable
relationships. In other words, marketing is defined the business activity which promotes its
goods and services to the target customers. Business uses marketing as an important activity in
order to engage and connect to the final customer. It involves preparing different marketing
strategies to develop an effective marketing campaign (Baines and et.al., 2017). Marketing mix
been determined by the overall marketing value created by the organisation to achieving target
customer satisfaction. Marketing mix used by Marks and Spencer is a follows:
PRODUCT: Marks and Spencer offers clothes, food, and banking services to its customers.
Research and development department of marks and Spencer conduct market researcher
analysing the target market needs and demands. It render products and services in accordance to
customer needs and demand. By meeting customer preferences Marks and Spencer achieves
market share and profit goals of the business.
PLACE: Marks and Spencer is an multinational organisation with more then 57 stores
worldwide. It has established store localities across different regions in order so that customer
can easily avail the services of the organisation (Chaffey and Smith, 2017).
PRICE: Marks and Spencer uses price skimming and customer value prices. Price skimming
pricing policy is used by the company in order by rendering products and services at higher
prices and then reduces the prices of offering for acquiring other customers.
PROMOTION: for promoting the goods and services to the target customers, Marks and
Spencer use different promotional channel. These promotional channels involves use digital
marketing, indoor and outdoor advertising and mail media and print media.
3