Marketing Management Report: Macro Environment and Brand Positioning

This report delves into various aspects of marketing management. It begins by examining the impact of technology on customer behavior before and after purchase, followed by an analysis of how macro-environmental forces affect the education industry. The report then explores the extended 3 P's of marketing (Process, Physical Evidence, and People) and their relevance to different organizations, particularly a fitness center. Furthermore, it discusses the significance of packaging, labeling, and country of origin in marketing strategies. The report concludes with an analysis of brand positioning, using the examples of two cosmetic brands that have successfully promoted their brands through effective positioning strategies. The report is a comprehensive exploration of marketing principles and their practical application.

Marketing management

Table of Contents
INTRODUCTION...........................................................................................................................1
Question 1 Impact of technology on pre-purchase and post purchase behaviour of customer in
their buying process................................................................................................................1
Question 2 How macro environment forces affect the education industry............................2
Question 3 Extended 3 P's of marketing and how it is relevant for different organisation, how
can fitness centre use these P's in order to promote their brand.............................................2
Question 4 How packaging, labelling and country of origin have become significant for the
organisation in their marketing strategies...............................................................................3
Question 5 Positioning of brand and two cosmetic brands have successfully promoted their
brand with the help of positioning..........................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Question 1 Impact of technology on pre-purchase and post purchase behaviour of customer in
their buying process
There are several stages include before buying or making decision by buying products
and services that are problem recognition, information search and evaluation of alternative.
Technology plays very significant role in every stage of consumer buying process whether it is
before the purchase or after the purchase (Keller and Kotler, 2016). When consumer is taking
regarding purchase of products and services, first he or she need to identify his or her, after that
he collect information and find different alternatives, further he evaluates all the option and then
he takes decision to buy. When it comes to problem or need identification, it is made as desire to
buy some product. Consumer desire are generated with the help of internal and external stimuli,
consumer decision is affected by large number of stimuli from their environment.
Communication is the strongest way by which organisation can generate desire in customer.
Technology helps the marketers to have effective communication with the customers by which
they can transfer information about their product, price, quality, services etc. In information
search process, customer try to collect as much as information which is relevant for him in order
to evaluate different alternatives while making decision (Lindgreen and Di Benedetto, 2017).
With the help of technology, it is easy for marketer as well as for the customer to communicate
and collect information. Marketer always try to show that information which attract their target
market with the support of their needs and wants. Technology helps them to find taste and
preference of the customers and them communicate information with different online platform
like social media, websites, google adds etc. whereas customer need information to evaluate
different alternative. Technology helps them to compare different products and services on the
basis of price, product quality, specification, features etc. this helps them to make effective
decision related to the different products and services that are available in the market (Obradović
and Mitrović, 2016).
In post purchase, buyer satisfaction plays very important role for different organisation, it
is being close to the buyer's satisfaction with the product perceived performance. Companies can
take customer feedback with the help of different way. With the help of technology, buyer can
provide comments on their website and social media platforms such as Facebook, Instragram etc.
Customers find themselves important when their feedback are addressed and when their
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problems are solved. With the help of technology, customer can become loyal for particular
organisation with that they can take effective decision (Wagner and Eggert, 2016).
Question 2 How macro environment forces affect the education industry
Education is very big concept, it is an act or experience that have significant impact over
the mind, physical ability and character of any individual. It is an ability by which people can
transmits their accumulated knowledge, skills, values from one generation to other with the help
of different educational institute (Zhabin and Grigoryants, 2016). Macro environment have
several forces which have great impact over educational industry. It consists of all the factors
which are outside of the venture that have direct impact over the company. There are several
factors included in macro environment such as demographic, economical, natural, political and
legal, social and technological. Demographic includes age, educational level, household pattern,
material status, occupation and income. These all factors influence lecturer to take their job and
duties seriously, efficiency to be increased and proper qualification required. Government have
organising different programs and taking different schemes for women so that maximum women
have education and country's women's literacy rate increases. Nowadays people are doing
corruption in education, so government have made different rules and regulation in order to stop
unfair trade practices. Factors such as tuition fees, admission fees have great impact over the
education industry. Social factors such as some place do not accept education, this gave great
impact on different colleges and schools (Kleinaltenkamp and Geiger, 2016).
Question 3 Extended 3 P's of marketing and how it is relevant for different organisation, how
can fitness centre use these P's in order to promote their brand
Extended 3 P's of service marketing is process, physical evidence and people. Process is
the sub elements of process which helps in effective flow of activities, involvement of customers
and service steps. Physical evidence is the process by which different facilities can be serve to
the customers such as facility design equipment, displays, ambience etc. People includes
stakeholders of the organisation such as employees, customers, shareholders, suppliers etc.
These three factors basically are related to the service industry where goods are intangible
(Keller and Kotler, 2016). As the service is intangible, organisation need to train their employees
in such way that they can serve best services to the customer. On the other side customers plays
very significant role for the service industry, they need to identify needs and wants of customers
so that they can serve them in the best way. When it comes to process, organisation need to
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ensure that they can serve standard service repetitively. Whereas physical evidence, venture
should serve some tangible assets with the services so that they can serve the best customer
satisfaction such as when a person is going to salon for hair cut, then the salon should have
comfortable sofa where he can relax (Lindgreen and Di Benedetto, 2017). When it comes to the
fitness centre, people come there so that they can be fit, so they need proper services where their
needs can be catered effectively. Organisation have to train their employees in proper way so
that they can train their customers to be fir. Whereas they should analyse their customers
effectively that what should be given to him or her so that they can maintain them as fit. Other
than that venture should have good equipment where people can burn their fat as well as that
equipment should be safe for the people. Different activities to be fit should be framed step by
step so that customers can effectively adopt it. These all activities helps them to promote their
brand effectively as these three P's are executed in proper way (Obradović and Mitrović, 2016).
Question 4 How packaging, labelling and country of origin have become significant for the
organisation in their marketing strategies
Packaging is the process by which organisation pack their product in order to protect
their products from spoilage when they are sold, distributes, stored and used. It is the way by
which venture design and produce packages. In today's era it has become technique to promote
products and services. Firm are trying to pack products in such way that it influence the emotion
of people with that they are also making small and big packages so that people can buy as much
as they want (Wagner and Eggert, 2016). Labelling is the technique by which organisation
communicate product information to the customers which includes date of manufacturing and
expiry, weight of package, how to use, how to protect, from whom to protect etc. this helps
customers to be aware about different aspect of products. Other than that country of origin is the
way by which organisation communicate that where the product have been produced and
manufactures. People have different perception for different country such as Japan is famous for
technology and if any electrical product which have written Japan manufactured them people
think that it is quality product. Food south Australia and Woolworth limited are using effective
packaging, labelling and country of origin strategies to market their product (Zhabin and
Grigoryants, 2016).
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Question 5 Positioning of brand and two cosmetic brands have successfully promoted their
brand with the help of positioning.
Positioning is the marketing strategy which is used by the venture in order to create their
strong brand position in market place or promoting their products and services in particular
sector in the market (Positioning ,2016). BECCA Cosmetics and Lanolips are the top two brands
which have used positioning strategies effectively which helps themselves to promote their
products. BECCA Cosmetics manufacturer and marketer of prestige skincare, makeup, fragrance
and hair care products. They have good brands position for prestige cosmetic products
(Kleinaltenkamp and Geiger, 2016).
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REFERENCES
Books and Journal
Baker, M. J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Keller, K. L. and Kotler, P., 2016. Marketing management. Pearson.
Kleinaltenkamp, M. and Geiger, I., 2016. Business Relationship Management and Marketing.
Springer-Verlag Berlin An.
Lindgreen, A. and Di Benedetto, C.A., 2017. The future of Industrial Marketing Management.
Obradović, V. and Mitrović, Z., 2016. Rethinking Project Management–Did We Miss Marketing
Management?. Procedia-Social and Behavioral Sciences, 226, pp.390-397.
Wagner, S. M. and Eggert, A., 2016. Co-management of purchasing and marketing: Why, when
and how?. Industrial Marketing Management, 52, pp.27-36.
Zhabin, A. P. and Grigoryants, I., 2016. Crisis management on the basis of the marketing
approach for development of innovative potential of the organization.
Online
Positioning, 2016.[Online]Available
through:<http://www.businessdictionary.com/definition/positioning.html>[Accessed on 9th
October 2017]
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