Marketing Principles Report: Micro, Macro, and Buyer Behavior

This report delves into the core principles of marketing, providing a comprehensive analysis of the marketing process, including situational analysis, marketing strategy, and marketing-mix decisions. It evaluates the benefits and costs of a marketing orientation, emphasizing customer benefits and competitive advantages while acknowledging the expenses of research and the challenges of predicting customer behavior. The report explores how micro and macro environmental factors influence marketing decisions, analyzing organizational structure, employee behavior, and external factors such as political climates, customer expectations, and competitor actions. It proposes segmentation criteria, detailing psychographic, demographic, and behavioral segmentation strategies. The report further examines target strategies, including undifferentiated, differentiated, and focused approaches, and demonstrates how buyer behavior affects marketing activities across different buying situations, considering cultural and social factors. The report also touches on product development, distribution, pricing, and promotional activities, including the extended marketing mix. The report concludes with a brief overview of the attached PPT and references.

MARKETING PRINCIPLES

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Explain the various elements of the marketing process........................................................3
1.2 Evaluate the benefits and cost of marketing orientation.......................................................4
TASK 2............................................................................................................................................5
2.1 Show how micro and macro environmental factors which influence marketing decisions. .5
2.2 Propose segmentation criteria to be used for product in different markets...........................6
2.3 Choose a target strategy for a select product/ services.........................................................7
2.4 Demonstrate how buyer behaviour affects marketing activities in different buying
situations.....................................................................................................................................7
2.5 Propose new positioning for selected product/ service.........................................................9
TASK 3............................................................................................................................................9
3.1 Explain how goods are developed to sustain competitive advantages..................................9
3.2 Explain distribution is arranged to provide customer convenience....................................10
3.3 Explain how prices are set to reflect an organisation's objectives and market conditions .10
3.4 Illustrating how promotional activities is integrated to achieve marketing objectives.......10
3.5 Analyse the additional elements of extended marketing-mix.............................................11
TASK 4..........................................................................................................................................12
Attached in PPT........................................................................................................................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is an essence of any company as they assist most of the organisation in the
promoting the product or services in the target market. The marketing strategy play a great role
such as marketing mix, market segmentation, targeting and positioning and marketing research.
They are the most important aspects through which they can deliver the most important
information in the target market. In the present research project, there is mainly discussion on
explanation on the various elements of the marketing process and after that evaluating the
benefits and cost of marketing orientation (Forsgren, 2015). Furthermore there is mainly
discussion on show how micro and macro environmental factors which influence marketing
decisions. Thereafter, market segmentation criteria to be used for product in different markets
and Choosing a target strategy for a select product/ services. Furthermore, Demonstrating how
buyer behaviour affects marketing activities in different buying situations. Thus, afterwards,
explaination how goods are developed to sustain competitive advantages
TASK 1
1.1 Explain the various elements of the marketing process
Greenwich Leisure Limited follow the marketing process that facilitate them in finding
the clients expectations so, they can fulfil those requirement in an effective manner. Therefore,
there are various elements of marketing mix that are as follows-
 Situational Analysis- It is the first stage of marketing process where the company
analyse it situation to get to know the their strengths and weakness. Therefore, it adopt
SWOT Analysis model that facilitate the management to analyse firm's internal and
external environment so, they can easily understand their capabilities. Business
environment and customers (French, 2010). The cited company loot at the macro-
environmental factors that impact on business activities and operations. The main aim of
these analysis is that to know their position and its product in the target market. It assure
firms to summarize the opportunities as well as problems arise within the environment it
help them to know its capabilities in the potential market.
 Marketing strategy- It is the next step of marketing process, after knowing the strengths
and weakness they can easily develop various alternative marketing strategy. Greenwich
Leisure Limited adopt marketing-mix strategy and Market segmentation, targeting,

positioning strategy. They apply this marketing strategy into the target market after
understanding their capabilities and customer's expectations. In regard to this, they
segmenting the UK market in which they only targeting one single segment and make
positioning in the minds of its customers. Thus, the another strategy is marketing-mix in
which the company deliver the unique quality of product at reasonable prices to the
customers. It can be distributed through medium channels and sets the effective
promotional strategy to retain more customers and increase sales. Marketing-mix decisions- The cited company applied the marketing-mix strategy to
achieve its marketing objectives. There are various elements that involves in it are
described below-
Product- The cited company deliver the healthcare services that are unique that attract a
more customers to buy.
Price- Company adopt the premium pricing strategy as there is high-quality of products
or services offer by the organisation.
Promotion- The effective promotional tools adopted by company is a social media
marketing and advertisement in newspapers etc.
Place- The cited company adopt distribution strategy that is direct in which it sell
product directly to its customers. Thus, they also adopt indirect strategy through intermediaries
such as whole-seller and retailer.
 Implementation and control- It is a last step of marketing process in which the cited
company implement the marketing-mix strategy into the potential UK target market.
Thus, it facilitate them in monitoring that the strategy that are implemented is effectively
or not.
1.2 Evaluate the benefits and cost of marketing orientation
Marketing-orientation are mainly focus on offering products that are designed as per the
customer's needs and desires. Greenwich Leisure Limited create products based upon market -
orientation approach it has some benefits and cost of this orientatChoose a target strategy for a
select product/ servicesion that are as follows-
Benefits

 Customer benefits- In this orientation, there is a deep market research that allow marketer
to analyse the customer's needs and desires (Sheth and Sisodia, 2015). They enforce them
to develop products as per the consumer's requirements which directly deliver them
benefits.
 Competitive advantages- The main advantages is that company know the competitor
strategy for which they can easily develop counter market strategy in that manner. It will
gives them competitive advantages and develop a high quality of products that beat the
competitors
Cost Costly research- In these market-orientation company spend a huge amount of money on
market research that are very expensive. They have to arrange and manage the interviews
as well as questionnaire method. The whole process in marketing are time consuming and
it create a huge cost for the organisation
 Deficiency of predictability- The company develop a product as per the customers wants
and desires that are very difficult. The main reason is that the customer's taste,
preferences and attitudes towards products are ever changing that becomes difficulty for
them to satisfy customers.
TASK 2
2.1 Show how micro and macro environmental factors which influence marketing decisions
The marketing decisions of Greenwich Leisure Limited are highly impact with the micro
and macro-environmental factors which are as follows-
A) Micro factors Organisation structure-The organisation structure of Greenwich Leisure Limited is a
matrix which facilitate them to transfer the message at all the members in an effective
manner. Therefore, the marketing strategy that are adopted by company as per the
organisation structure which are highly impact.
 Employees- The behaviour of an staff worker are Propose segmentation criteria to be
used for product in different markets that are ever-changing as they does not get benefits
as per their performance (Parker and et, 2011). For this reason, the cited company
structure a compensation plans in which they increment salary, bonus and pension
schemes that increase the motivational level of a workers in effective manner.

B) Macro factors Political factors-There are various rules and regulations formulated by a UK government
in the sport, leisure and culture industry. Thus, due to which the company develop market
strategy to target the potential target market are highly impact on their decisions if there
is any change in the laws. Customers- Company spend a huge amount of money on market research as per this they
develop a market strategy by analysing the needs of a customers. Therefore, thePropose
segmentation criteria to be used for product in different markets customers expectation
are ever-changing regard to products due to which it highly impact on Greenwich
Leisure Limited marketing decisions.
 Competitors- Greenwich Leisure Limited have a competitor in the UK market as it
enforce them to continuously analyse and monitor its marketing strategy. Therefore, the
marketing decisions of cited company is continuously change for the purpose to beat
competitors.
2.2 Propose segmentation criteria to be used for product in different markets
Greenwich Leisure Limited adopt STP strategy in which they categorise the larger UK
market into various market segmentation that are as follows-
 Psychographic segmentation- The cited organisation segment the UK market on the
basis of customer's values, behaviour, perception and attitude that are concern with the
products or services. The firm has to analyse the customer taste and preferences as per its
culture they deliver products or services according to their lifestyles and perception etc.
For example in social class company mainly focus on offering ranges of products to type
of income groups (Jobber and Ellis-Chadwick, 2012). Therefore, in the lifestyles firm
should provide a various type of styles as well as function that are fitted to each
individuals lifestyles.
 Demographic segmentation- The company categories the market segment on the basis
of sex, gender, income, occupation and culture etc. The cited company deliver healthcare
services and sports products as per the income group as well as gender requirement.
Further, they provide a high price of product to the high-income group level and various
sports product who are under age 0- 15 at children.

 Behavioural segmentation- The company segment UK market on the basis of customer
buying behaviour regard to product or services. Accordance they categorise market on
the purchasing behaviour of people regard to healthcare as well as sports products etc.
2.3 Choose a target strategy for a select product/ services
There are various type of target strategy available in the market that are adopted by the
Greenwich Leisure Limited that are as follows-
 Undifferentiated strategy- It is that type of strategy in which the organisation take
decisions with the help of sending product information message in the target market.
Thus, in these data it mainly includes such as product price, benefits, manufacturing date
and warrantee date etc. In these strategy it facilitate that the firm products are readily
affordable and made available in the target market.
 Differentiated strategy- The main objectives of this strategy is that firm establish and
provide a unique product in the various customers segmentation (French, 2010). It is only
successful when the firm have a clear competitive advantages and able to attain goals
when they spend huge amount on advertisement campaign.
 Focused strategy- The main aim of this focused strategy is that they are usually
employed when the firm know it market segmentation and it products are highly satisfy
the customers needs. It only focus when the company can easily compete in the market
segmentation and build a competitive advantages
The cited company deals in the healthcare, sports and education sectors in which they adopt the
undifferentiated marketing strategy. Therefore, this strategy assist the company to effectively
target market the potential customers and it effectively promote its products or services. They
mainly ignore the market segmentation variation that are presence in the market and applied this
strategy. Therefore, in this strategy it facilitate the organisation to effectively advertise it
products or services into the target market and deliver the information in desire manner.
2.4 Demonstrate how buyer behaviour affects marketing activities in different buying situations
There are various factors that are mainly impact on the Greenwich Leisure Limited
products or services. In these analysis there are main determinants are presence in the consumers
are the perception, preferences, desires, needs and customers satisfaction levels. Therefore,
changing in the consumer buying behaviour are highly impact on the marketing strategies and
there are some factors that may impact on different buying situations that are as follows-

Business to consumers Culture factors- It is that type of factor in which the behaviour of a consumer are highly
impact on the buying behaviour as due to change in customers culture, lifestyles and
desires. The marketing manager is mainly focus on the new product development that are
needed by the consumers and increase firm's demand. Thus, this are majorly influenced
these factor on purchasing behaviour of cited company's products or services. For this
reason the marketing manager identification the different culture people needs as well as
desires in various markets. It facilitate the company to effectively control the changes
behaviour of consumers regard to culture. Social factor- It is that type of factor in which there is a change in the buying behaviour
of a consumer due to traditions, customs and family income status. There the cited
company deal in various products such as sports, healthcare services and education
products ( Forsgren, 2015). The consumer buying behaviour of these product or services
are highly impact due to these social determinants Personal factors- It is that type of factors in which the changes in the customers purchase
behaviour due to difference in age, income, sex and lifestyles etc. Therefore, there is a
change in the buying behaviour of these company due to these personal factors.
 Economical factors – In these factors that mainly involve the co Explain how goods are
developed to sustain competitive advantagesnsumer income, poverty level and
unemployment level. Therefore, if the company deliver a high price of products that
mainly impact on those customers who have a low income groups as they can afford high
price goods in the target market.
Business to business Buying centres- The means of this centre is that in which there is lots of discussion made
by the consumers at the time of purchasing any kind of product or services that also
impact a lot.
 Buying process- The buying behaviour of these type of consumers are rational they are
more professional so, they already aware about the market and supplier. Therefore, due to
high knowledge and skills in buyers that are mainly impact on their buying behaviour of
a consumers.

2.5 Propose new positioning for selected product/ service
Positioning can be define as a company develop the brand image in the minds of its
clients in the potential target market . The cited company categories a large UK market into
smaller parts in which they only focus on one single market segmentation by targeting. They
deliver a unique products in this single market that are majorly de Explain how goods are
developed to sustain competitive advantages develop a brand image and positioning in this
market. It is only possible when they adopt the positioning strategy by provide them sports
product or services in that target market. Therefore, Greenwich Leisure Limited target the
demographic market segmentation in the UK market in which they deliver a healthcare services
by creating a positioning image (Hartmann and Apaolaza-Ibáñez, 2012). They target the middle
and high-income groups for the purpose of positioning the market by adopting the various
strategies that are describe below -
 Price-quality approach- The cited company applied this approach in which they
classified and justified the price-quality of finished products. It deliberately deliver the
high-quality of performance, effective service in the premium goods by charging a high
price to high quality goods. It can be such as baby products, track suits and books etc. it
directly leads to develop a brand image in the consumers on that particular target market
and make a positioning in the UK market.
 Product-user approach- The cited organisation that are deals in various goods or
services such as healthcare, sports as well as eduction products by targeting the the end
user of a product. They are mainly target the children, sports person and students that are
mainly influence on company product brand image.
TASK 3
3.1 Explain how goods are developed to sustain competitive advantages
HSBC bank have to attain the competitive advantages by adopting the product-oriented
approach and in which they very much clear about its target market. The organisation deliver a
various type of products to its customers such as debit cards, ATM cards, traveller cheques,
Mortgages, home equity loans, saving accounts and transactional accounts etc . Thus, in the UK
target market for that reason they understand the consumer buying behaviour so, they can easily
deliver goods or services accordingly in the target market ( Wilson and Gilligan, 2012). The

products have a high-quality products at reasonable prices with various benefits in different
ranges in the difference market segmentation.
3.2 Explain distribution is arranged to provide customer convenience
The cited company adopts the unique distribution strategy and channels in that they can
easily reach to the target customers in desired manner which are as follows-
 The organisation develop a various branches as it provide a faster services at high-quality
and various benefits. It can easily expand its business in the UK target market. They also
develop a ATM office of HSBC so, the customers can easily used the services without
consuming more time in waiting list.
 The bank also provide its financial services with the help of intermediaries such as
insurance company, mutual funds and tie up with the other banks in the UK. Most of the
customers visit these company for the purpose of making insurance so, the policy maker
can deliver financial services in which they have to open account in the bank and use the
ATM services.
3.3 Explain how prices are set to reflect an organisation's objectives and market conditions
The HSBC used pricing strategies in which they have to target the UK market on the
basis of product quality and its services. The cited bank have to adopt the different strategies of
various other products. The prices can be define in the bank in terms of interest and fee for
commission that are charged by HSBC bank (Pratomo and Yudowati,2016). They charge high
rate of interest from the customer against loan and mortgage due to its brand value in the target
market UK. Thus, it can be slightly vary as they can charge low interest rate charges from the
clients when there is any change in the inflation rate. Furthermore, they required a high amount
of money deposit by opening a current as well as saving account.
3.4 Illustrating how promotional activities is integrated to achieve marketing objectives
The HSBC bank adopt a various promotional strategies for the purpose of promoting its
products as well as services in the target market. These are described below-

 Advertisement- The cited company used the advertisement strategies for promoting its
financial services in UK newspaper so, the people are very much aware about the HSBC
bank. They can also provide information about the financial services in the business and
finance magazines etc. It is the most effective methods for the purpose of resuspending,
sensing and also informing the clients in effective manner. It is the best methods that
attract a large number of customers towards the bank so, they can easily use the HSBC
bank services.
 Social media- The company adopt the social media promotional strategy in which they
placed the information on social websites such as Facebook, Twitter and Instagram etc. it
is the best promotional tool that are adopted by company in which they place a financial
product information at online platform to inform the customers fast and quick manner.
3.5 Analyse the additional elements of extended marketing-mix
The HBC develop the extend marketing-mix that are described below-
 People- Each firm success is highly depends upon the qualified and skilled workers as
they can effectively deliver the high-quality to the customer that leads to attain firm's
objectives in effective way. The HSBC hire a professional expertise within the
organisation as they can provide a high quality of financial services to the best possible
manner. Thus, company trained the human resource which have a high knowledge and
qualified workforce for this they provide a productive and qualitative work.
 Process- The company adopt the activities through which they can easily flow the
banking activities in effective manner. They adopt standardized process in which they got
the typical transaction as well in the banking operation (Stern, 2014 ). Therefore, they
also adopt the customization process and develop a number of branches in the UK market
due which it is easily reduce the time taken to get services,.
 Physical evidence- It mainly includes the reports, signage, punch lines, employee's dress
code and other tangibles etc. The firm's financial reports are main problem to the clients
to credibility. The HSBC follow the dress code of employee for the purpose of attract the
customers internally. The company logo is another example to gives the corporate
identify due to which customers are easily identify the brand. They also provide pens as
well as writing pads to the customers who are internal with the passbook, cheques which

reduce the intangibility of financial services. Along with they use corporate statements
due to which it highly attract the clients.
TASK 4
Attached in PPT
CONCLUSION
Summarizing the whole report it has been concluded that Greenwich Leisure Limited
follow the marketing process that facilitate them in finding the clients expectations so, they can
fulfil those requirement in an effective manner. It has been also Marketing-orientation are mainly
focus on offering products that are designed as per the customer's needs and desires. Greenwich
Leisure Limited create products based upon market -orientation approach it has some benefits
and cost of this orientation. The marketing decisions of Greenwich Leisure Limited are highly
impact with the micro and macro-environmental factors. The cited company target the
demographic market segmentation in the UK market in which they deliver a healthcare services
by creating a positioning image. They target the middle and high-income groups for the purpose
of positioning the market by adopting the various strategies. Furthermore, there are various
factors that are mainly impact on the Greenwich Leisure Limited products or services. In these
analysis there are main determinants are presence in the consumers are the perception,
preferences, desires, needs and customers satisfaction levels. Therefore, changing in the
consumer buying behaviour are highly impact on the marketing strategies and there are some
factors that may impact on different buying situations such as B2B and B2C.