Marketing Report: Analyzing the Live Music Point App and Strategies

This report analyzes the marketing strategies for a live music app, "Live Music Point," designed for the New York tourist market. Section A addresses fundamental marketing concepts, including the marketing concept, consumer behavior, and the marketing mix elements such as pricing and promotion. Section B focuses on the app's marketing plan, including the features, target market, and competitive analysis. The report discusses the importance of the marketing mix (product, price, place, promotion), STP (segmentation, targeting, positioning), and branding strategies to ensure business success and customer satisfaction. It also covers pricing strategies, promotional activities, and the use of social media marketing. The report emphasizes the need for innovation, customer focus, and continuous monitoring of market trends to achieve long-term growth and profitability. The report also examines the app's competitive landscape and strategies for differentiation, including the use of market analysis and promotional activities to build brand awareness and customer loyalty. The app plans to offer free installation and charge for song downloads, with a focus on high-quality music and a user-friendly experience. The report highlights the importance of understanding consumer preferences and adapting marketing strategies to meet changing market demands.

Marketing

TABLE OF CONTENT
Section A:...................................................................................................................................2
Section B....................................................................................................................................6
REFERENCES...........................................................................................................................9
Section A:
1. According to your first lecture, the term “The Marketing Concept” refers to
a. Satisfying customer needs, precisely, in a dynamic environment
b. Satisfying customer needs, profitably, in a dynamic environment
c. Identifying customer needs, precisely, in a difficult environment
d. Meeting customer needs, profitably, in a difficult environment

2. According to the first lecture, why is marketing like an iceberg?
a. Each company or organisation is floating in the sea
b. Most marketing activity is about planning and management so not
visible
c. Marketing managers need to stay calm in choppy waters
d. Marketing managers need to avoid accidents
3. A ___________ buys the product, and a _____________ uses the product
a. Buyer & customer
b. Consumer & customer
c. Buyer & consumer
d. Customer & consumer
4. According to the textbook, targeting can take one of four approaches,
undifferentiated, differentiated, concentrated and:
a. Creative
b. Diluted
c. Customised
d. Cost leadership
5. In one-to-one marketing, what is the next step after a marketer has identified
customers and knows them in as much detail as possible?
a. Interact with the customers and find ways to improve cost efficiency
b. Customize some aspects of the products or services offered to each
customer
c. Differentiate among these customers in terms of both their needs and
their value to the company
d. Implement a mass customisation program
6. Any direct interface between customers and a company–whether it is online,
in-person, or over the phone–is called a ________.
a. Touchpoint
b. Share of customer
c. Customer target
d. Data point
7. The consumer Decision Making Unit (DMU) consists of:
a. Buyer, Expert, User, Decider, Advisor
b. User, Influencer, Buyer, Initiator, Decider
c. Influencer, Dependent, Decider, Engager, Buyer
d. None of the above

8. Charles Revson of Revlon is reputed to have observed: “In the factory, we
make lipstick; in the store, ________.”
a. we make profits
b. we sell quality
c. we sell hope
d. we create ads
9. Buy one get one free is an example of
a. Public relations
b. Advertising
c. Sales promotion
d. Personal selling
10. According to the lecture on pricing, charging £4.99 for an item is an example
of
a. Customer value pricing
b. Cost plus pricing
c. Psychological pricing
d. Going rate pricing
11. When using ________, a consumer exerts little effort in making a purchase
decision.
a. Extended problem solving
b. Habitual decision making
c. Independent heuristic rating
d. Limited problem solving
12. In the lecture on Segmentation four approaches to segmenting the
marketplace were given. They were:
a. Demographics, topography, habits & advantages
b. Demographics, geography, sociocultural & features
c. Demographics, physiography, sociocultural & technical
d. Demographics, geodemographics, lifestyle & benefits
13. A loss leader is:
a. The product that makes you the biggest loss
b. A product that is sold at a lower price in order to increase market
share
c. The product that has the highest costs
d. A product that is sold at or below cost in order to sell additional
products or services
14. A value proposition is
a. Two products bundled to offer better value for money

b. A statement that places the product against the competition
c. An internal accounting term that indicates products with growth
potential
a. A promise to the customer about what a product will do
15. A short-sighted and inward looking approach to marketing that focuses on
day-to-day activities was described by Theodore Levitt as :
a. The Customer Value Triad
b. Transactional marketing
c. Marketing myopia
d. Ambush marketing
16. Buzz marketing is best described as
a. Social marketing activities
b. Using online bloggers
c. Virtual activities
d. Activities designed to get people talking about your product
17. If Nestlé pays Disney for the right to use a well-known character as part of a
promotional activity, then Nestlé is using which type of policy ?
a. Co-branding
b. Manufacturer branding
c. Licensing
d. Private label branding
18. According to the textbook, what is Dynamic Pricing?
a. Pricing that reduces over time
b. Pricing that varies according to current demand
c. Pricing that increases over time
d. Pricing that is deliberately matches that of competitors
19. Packaging is sometimes referred to as
a. The product summary
b. The forgotten product element
c. The silent salesman
d. The additional cost constituent
20. What is subliminal advertising?
a. Advertising which does not achieve its stated objectives
b. A tagline under a photograph
c. Advertising using underwater images
d. A promotional message that the receiver is not aware of

Section B
A live music Point app with high quality sound and best musicis bieng developed for
the new york tourists market for the various sections of peopwl who come in for travelling in
city , to find near by gigs in vareity of generations. The marketing mix is an important
business fucntion whcih enable to produtively aim for bringing put best quality paramters and
fucntiaonlly develop various analytics which will enable the app to socialise with people
living in New york. The launching imto market is an important segment throuhg which app
will be able to cxonstruct strong benchamrks of business framework and techniclly look
forawrd onto exapsnion an d developemnt of strong fucntiaonal channels. The featrures of
app are highly innoavtive and fucntiaonllyveryu easy to operate music as per prefrences
based on various paramters, where people can check outr their bests artists form various
albums. The app enables tourssits and people living within city to capture their recordings
while they can scoailise with avrious stratas of social groups and record their music and also
capture moments. Another competitive faeture of app is that people can select their favourite
music artists and songs from inital alphabets and enojoy varied songs from avrious channels
whcih gives distinctive work feature and is also an important marketing fcator for popularly
establishing business framework (Haider,Zafar and Sarwar, 2017). The app will also
tcehnically enabel tousists to share their music experinces and live recordings onto various
social platforms as they can easily share it on Facebook, instargram and also fucntioanlly
promote the app. Marketing is also higlhly impacted with the pricing startegies where the
app plans to emable installing app for free among people and tousists.
The downloading of the songs will be charged by public, as it will enable them to get
high quality offline experince also. The app also offers featrures of location update where
people can share their live updates, images and music fo people . It will enable music lovers
to get high quaity experince with their music and atrtits as per their prefrences, with all
genrations music avaiable through whcih people can enjoy msuics peratining to all varities
of moods. Branding of product is also one of the most high fucntiaonl stage in marketing
while a new comapny is bringing out new product into custoemers market share , whcih is
recignised as sles representative. The pricing and branding of music app will be focusd onto
profoatble range and also keeping equal parameter onto consumer price affordability whcih
will enable it to establsih strong place among marketers. Business success and long term

feasibility is highly focused towards customers satisfaction levels and in progarmming latest
avenues where they can surface their requiremnts and ratioanl music choices. Live music
point app will brand its app launching with strong marektring efforts with strong fucntiaonl
channels where innaovtion and caretive adverstising will be highly focused to agin large
customer base. The app will offer non disturbing music, videos with high quality parameters
where people can enjoy their favorite music and also program put best relative services.
Branding will be done by high class promotioanl activities where awarenes among people
will be foused onto to bring large customers share marekt under. Installing app among poeple
will be an imprortant targe through whcih large level advrstisng will be focused onto, it will
yield more goodwill generation and higher profits. Promotional activities of app will enbale
to advertise in detail various features among people and also to promote high effective
marketing efforts (Johnsen, 2018). Live music app will promote its brand value among
toursist and local public within UK by dividing its marekting fundammentals onto 3
parameters where people will be targeted by STP fcators.
Segemnting them in to genetaion and prefrences basis throug whcih proepr fucntioanl
marketing fucntions can be programmed into company for long time, it will leverage high
focus and develop metrics whcih can be anlysed to check progress further into business
arena. Traregteing, another factor onto which app will focus onto paramters with whcih
comapny can program out new relative services based on specific ideas and prefrences.
Positioning another fcator whcih will enable to get firm position among market share
customers where wide relative developemnt and strong marekting efforsts to publicise
various determinnats will enable Live music app to yield best outputs of app among New
york . Competotitors are also an important fundamental onto which the amrket analysis can
be done to progressoively build strong palce among comapny business framework, where the
virtaul app marketing app is bloming up with various new coampnies and brands coming up.
Google and playstore shall be used as strong metric to fucntion out the competoitrs based on
their prefernces, determianants onto whcih higher gols can be anlsyed functioanlly. People
intrest and relative competion among various music apps is an important pardigm whcih
needs to be anlysed to strongly position itself as strong brand. The various social media
marketing chanenls shall be used to promote app launching, which will enable to capture
wide compistion of custoemrs market share, leverage the best fundamnatls onto whcih further
analsyis can be devloepd. The music apps are facing tough compeition globally with various
new brands and startups coming up with disteinctive features, promotion and technical
adversteimens among audience is an important fucntional opporttunity to enable strong

positiong of barnd. Live music app will use market analsysis fcators and ratioanly position
itself as best app by bringing out various factors onto whcih travllers can use the app to enjoy
latest music activities and songs from all generations. The amount of people download it
form the palystore nad search on google within coming time will be an important pramater to
dedvelop business goals and into higher effective business expanison for furtehr business
marketing (Keegan, 2017).
Marketing startegies have to be ratioanlly mointored and evaluated with new metrics
and fucntiuonal channels to bring on new technical viability, promote high yield perfroamnce
which will fucntioanlly broaden the business acrivities into develoepd creativity. The
company needs to be highly innoavtive into marketing positional activities, stretgiaclly
prioritisng new resources which can be invested itno various activities which will ratioanlly
bring custoemrs close under various segmenst and keenly focused to generate higher growth
productive activities. The app will deal onto business networking steps and potentially
developing frameworks which may highly enable to caplture prodictive higher profitability,
genetates trong goodwill and fucntioanl channels of bringing marketers close. Live music
app being one of the most new app coming upo with various imntresting features, keen
adverstisng elemnts and high poetntail to surf onto live stream sessions of various popular
artisst has been recognised as one of the most innoavtive app which enabels people to choose
music as per their choices and moods. The app marketing efforts aree highly focused onto
programming new channels of fucntiaonl attrubutes among people, levreage the best synergy
of technical effectivness through whcih large profitability can be atatined for long term. The
marketing 4 ps’ People, Prodcut,Price, promotiona are the factors whcih are higly focused
and integrated into innoavtive marketing channels where Live music app will focus onto
targeting all genrations as app offers all generations music. Porodcut fcator is stressed with
innoavtive marketing where there aree various features providing customers high facilities
and best experince for higher growth factor. The price bieng free to install is also highly
atatrctive busuness startegy whcih will program out new people to install app and enjoy live
music streams (Kotler, Keller and Leong, 2018).
The promotion bieng one of the most important marekting factor enables to genetate
best marketing trends among people and to ratioanllya achieve the set taregts amon g people .
Prpomotioma activities will be focused onto highly ranging various new terrains and to
productievly deliver high quality music among city toursists, and music lovers. The app with
its distanictive featurs and higjh socialable factors ahve made effective marketing arena
among various age group people who are highly rational, close to avrioius taregts peratining

busines scenario where technica advancement is one of the best asset onto which brand can
aim to get higher position into indudstry . The music app indusatruy is bloomimng up with
various new brands and startups coaming up into apps to potentitally develolp new targets ,
and to keenly leveerage best fundamentals onto new technical advanecementl. The Live
music app will pubicise all details and furtehr features whcih people can enjoy
fundammetally by installing app, there aree various social patforms and digiatl marketing
segments onto whcich mareketing shall be programmed and strcurured with active ptomoion
ands adverstiments.Higher the innoavtion into marketing tools, larger adversteimnts will
enable to capture large customers matket share and the propoganda to propose strong
business prospects shall be the bigger vision of company to attain larger business
development into industry . The marekting plans , fcators dicvussed on report helps us to
analyse variant posotioning elements onto whcih Live music app shall focus to built its
strengths and tcehnical advancement for long term positioning (Olson, Slater and Olson,
2018).
REFERENCES
Books and journals
Haider, A .A., Zafar, A., and Sarwar, M. B., 2017. Marketing Management. Head, B, p.22.
Johnsen, T. E., 2018. Purchasing and supply management in an industrial marketing
perspective. Industrial Marketing Managemen.. 69. pp.91-97.
Keegan, W. J., 2017. Global marketing management. Pearson India.

Kotler, P., Keller, K. L., and Leong, S. M., 2018. Marketing management: an Asian
perspective. Pearson.
Olson, E. M., Slater, S. F., Olson, K. M., 2018. The application of human resource
management policies within the marketing organization: The impact on
business and marketing strategy implementation. Industrial Marketing
Management, 69, pp.62-73.
Quelch, J.A., 2017. Global marketing management: a casebook.