Analysis of Contemporary Issues in Marketing Management Report

This report provides a comprehensive analysis of contemporary issues in marketing management. It begins with an exploration of knowledge management and its role in relationship marketing, using Tesco as a case study. The report examines the ways in which Information and Communication Technology (ICT) can support customer relationship management (CRM) processes, highlighting the benefits of CRM for organizations like Tesco. It further delves into stakeholder analysis for both voluntary and public sector organizations, comparing marketing methods across the public, private, and voluntary sectors. The report also addresses the use of the extended marketing mix in the service sector, focusing on how product/service mix can enhance customer and organizational value, and how to overcome challenges specific to service marketing. Finally, the report considers current ethical and social concerns for marketers, including Corporate Social Responsibility (CSR), and the influence of pressure groups and media on ethical marketing policies. The report concludes with recommendations for improving customer relationship management within the context of Tesco's operations.

Contemporary Issues
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 The concept of knowledge management and its role in relationship marketing....................3
1.2 Ways through which ICT can support customer relationship management process in the
particular organization.................................................................................................................4
1.3 Benefits of customer relationship management in the selected organization........................5
1.4 Recommendations for the improvement in customer relationship management for Tesco...6
TASK 2............................................................................................................................................7
2.1 Stakeholder analysis for a voluntary sector and public sector organization..........................7
2.2 Nature of relationships with customer within two selected not-for-profit organizations......8
2.3 Compare methods used in marketing with public, private and voluntary sectors.................8
2.4 Key issues involved in marketing in a selected virtual organization.....................................9
TASK 3..........................................................................................................................................10
3.1 Use of extended marketing mix in the selected service sector............................................10
3.2 How Products/service mix can be used to enhance value for the customers and
organization................................................................................................................................11
3.3 How difficulties particular to the marketing of services can be overcome..........................12
3.4 The role of IT in services marketing management..............................................................12
TASK 4..........................................................................................................................................13
4.1 Current issues of ethical and social concern to marketers in particular industry.................13
4.2 The concept of CSR (Corporate Social Responsibility) with reference to the Tesco..........13
4.3 Evaluate the role played by a selected pressure group in influencing ethical and social
marketing policies......................................................................................................................14
4.4 Evaluate the role played by published or broadcast media in influencing ethical and social
marketing policies......................................................................................................................15
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16
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INTRODUCTION
Marketing management is not a new concept within the field of marketing as it is
consider as an effective process that is essential for the success of an enterprise. It generally
focuses on facilitating the activities that are associated with the distribution and marketing of the
goods and services (Wachowiak, 2012). However, the marketing management plays significant
role in meeting the competitive level and also focuses on using amended methods for marketing
the products and services of the organization that result in reducing or lowering the costs with
constant increase in profit ratio. In the commercial business organization is consider as a
significant function in increasing the sales of products in the market with lowering the sales and
distribution ratio.
Presently the report focuses on assessing the contemporary issues within the marketing
management that impact the operations and activities of the organization. Therefore, in order to
accomplish the objective enterprise need to heed the effective pricing and promotional
techniques that would support them in rendering services to their ultimate customers. The report
will also focuses on assessing the ways through which ICT tools would support the customer
relationship process within the organization. In order to enhance the value for customers and
organization the report will also assess the product and services mix element. Furthermore, the
role of IT is also measured in the services marketing management that will benefit the
organization in targeting large mass of audiences.
TASK 1
1.1 The concept of knowledge management and its role in relationship marketing
The concept of knowledge management as well as its role in relationship marketing can
be explained with respect to Tesco. Knowledge management is a method of expressing, growing,
distributing and adequately using managerial knowledge (Catterall, Maclaran and Stevens,
2013). It tells about interdisciplinary approach towards the organizational goals by using
foremost knowledge.
Growing importance of knowledge management helps Tesco in gaining and sustaining
competitive advantage in the following aspects:
 Knowledge management helps in reducing the price of commodity.
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 Provide sustainable growth and development for the organization.
 Increase profits and helps in evaluating the firm.
 Enhance the products and services quality
 It helps in replying faster.
Knowledge management and customer relationship management works for similar target so
they combined their efforts that makes them powerful weapon for marketing strategy (Boone and
Kurtz, 2013). As knowledge management plays an important role in the success of customer
relationship management (CRM). CRM and knowledge management is a concept in which there
is a efforts of energetic workforce, combination of skills, theoretical knowledge, experience,
new ideas and technology which is understand after the practical transaction among the
organization and consumer. CRM and KM both objective are same that works in the
Improvement of technology, idea and deliver commodity to the user on time. knowledge
management helps to know about the consumer taste and preferences and work according to
those needs and wants (Baker, 2014).
In this concept, Tesco gets knowledge for the consumer, about the costumer and from the
user. In terms of getting knowledge for consumer, these information are received from within the
organization that are employees and management. The research and development through social
sites, secondary data, primary data, etc. The costumer need and wants feedback is received from
the campaign and services given to people and data given to the operational management These
should be kept transparent because competitive advantage don't occur as leak in formation can
increase the competition in the market. These type of information gathering is time devour and
costly that increase the cost of commodity.. Information taken from the user refers to the
statistical data that is taken directly from the consumer as they give their opinions on the
commodity after using it (Dann, 2010).
1.2 Ways through which ICT can support customer relationship management process in the
particular organization
There are various ways in which ICT can support customer relationship management
process in Tesco. Information and communication technology is used to transfer information
through using various means such as internet, television, radio, telecommunication, software and
operation work. Whereas, customer relationship management means developing good
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relationship with the service users so that they can retain with the organization for the longer
duration (Pugh and Duffy, 2013). This helps enterprise to reduce the cost of advertising and
various means of communication. For retaining consumers, Tesco adopts strategy such as
Loyalty Card is given by Tesco to its consumers as an incentive so points are credited to their
account and whenever, they purchase next time can redeem the number of points gathered in the
accountand get discounts on purchase of goods.
The benefits of relationship marketing helps Tesco in following ways and aid in
analyzing the growth and development of the organization: Brand recognition: Creating goodwill in the marketplace by giving benefits to them.
Building healthy relationship with the user can help in growing the business Increase the
profits of the organization because of trust on the organization, the user are ready to buy
new products and also loyal user easily pay for the product offered at high prices (Mudie
and Pirrie, 2012).
 Competitive environment: In this competitive environment, external competition effects
the firm. As more of the similar product in the market will make the competition healthier
at work place. For example, main competition for Tesco is Sainsbury. So to be different
from the other, company needs to adopt good tactics to be competitive in emporium by
giving benefits to the consumers (Lancaster and Massingham, 2010).
ICT tool gives benefits to Tesco to be competitive in the market as well as attract various
consumer through using the means of direct mailing, social sites, television,radio , etc. Thus,
tools of information and communication technology support in customer relationship
management.
1.3 Benefits of customer relationship management in the selected organization
CRM is a concept in which organization is focused on building healthy relationship with
the service users. It also involves to attract new consumer through informing them about the
benefits of goods and services. This relationship is measured in a statistical manner through
using software by gathering data, arranging them and then organizing collected information
(Pomering, Noble and Johnson, 2011).
Benefits of applying CRM to Tesco are following:
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 Improved relationship with customer: One of the important benefits of CRM to Tesco is
increasing loyal customer. By understanding the needs and wants of consumers, Tesco
can improve their services and giving solution to their problems within the 24 hours so
that customer gets satisfied so that their queries can be resolved fast. Increase customer earnings: A good relation with the shopper can increase the profit in
abundance by providing good services and benefits to the consumer. Due to this, brand
helps in setting an image at a different level and this image in market will attract new
consumers as well as help in developing new consumer product for daily use (Jolibert,
Mühlbacher and Dubois, 2012). Good communication within the organization: Customer relationship management helps
in improving communication skills among the team of Tesco. Sharing of data related to
the buyer among the different department can improve relation as well as help in
knowing other employees well This in turn helps in giving better services to the people.
 Effective marketing: With the help of CRM, organization can understand the needs and
wants of consumers. This helps in introducing product in the marketplace at the right
time and at the right place. The survey among the consumer helps in knowing the
customer well (Grönroos, 2011). The survey tools are Facebook, twitter, YouTube, etc as
these are the powerful weapon among the people nowadays that helps in getting feedback
faster. This helps in conducting effective marketing of resources.
1.4 Recommendations for the improvement in customer relationship management for Tesco
Recommendations for the improvement in customer relationship management for Tesco
are explained as following that help in growth and development of the organization as well
improves customer relationship. Some of the improvement that can be adopted by the Tesco are: Improved technology: Tesco can solve the queries through feedback on the emails, call.
This technological improvement in can help in solving the problem of people faster and
can also adopt these changes fast and can implement in their work (Lamberti and Noci,
2010). Company should create a page of feedback on the website so that they can directly
put their queries on the site so that the Tesco team can resolve their problem within
24hours.
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 Trustworthy information: The Tesco should not give false information to their consumer
because this will impact on their brand image. Honesty is the best policy. A small fall
information can appreciate or decrease the goodwill of the organization. So to maintain
the the relationship with the consumer for longer time it need to be loyal to the buyer
(Dief and Font, 2010).
 Constant feedback: Time to time providing feedback to consumer can improve the
relationship and also helps in knowing the consumer well. This help in sustaining in the
market for growth and development. Maintain the goodwill of the Tesco.
 Integration of MIS (Management information system) with CRM: Helps in keeping the
record of consumer whether related to past or present with this we can identify the
potential buyer. This record helps in keeping the information of consumer needs and
wants which can be applied to future commodities. MIS also builds the relation among
the organization as information is shared between the different departments (Verbeke,
Dietz and Verwaal, 2011).
TASK 2
2.1 Stakeholder analysis for a voluntary sector and public sector organization
Public sector is the division under the economic system that is generally regulated and
controlled by government or the state authority. The main aim of public sector organization is to
benefit the society and community who often uses their services and goods. However, the role of
marketing is growing within the public sector as it generally focuses on creating awareness
among the individual residing in the society (Mitchell, Wooliscroft and Higham, 2010). The
different stakeholders for the public sector organization include-
 NHS (National health services): It is a publicly funded health care system in the UK that
mainly operates in England and provide knowledge and services regarding preventing
and curing the infectious and non-infectious diseases. For the public sector organization
NHS is regarded as key stakeholder that will support the medical and health care facilities
of their workers and staff (Svensson, 2001).
 BBC (British Broadcasting Corporation): It is an another stakeholder of public sector
organization that support them in advertising and promoting their services to the broad
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customers. Therefore, BBC a public broadcaster will renders its services for the public
organization so that they can easily advertise and promote their services to the audiences.
Voluntary sector are also known as not-for-profit organization under which group of
people collective form an association with the common aim and purpose. The role of marketing
is beneficial for the voluntary sector organization as it support in budgeting and funding that
result in successfully accomplishing the goals and objectives (Bussey, 2014). The stakeholder of
voluntary organization include-
 Oxfam: It is an international organization whose main aim is to manage the lives of
individual living in the poverty so that they can improve their livelihood. For the
voluntary organization it is consider as key stakeholder that renders services for the
individual those who are living in the poverty.
2.2 Nature of relationships with customer within two selected not-for-profit organizations
The main motive of not-for-profit organizations is to develop the society as well as
protect the right and duties of individual residing in the society. However, these not-for-profit
organization is not being set up to earn or generate the profit ratio but basically they are formed
to develop and improve the condition of society (Valos, 2007). The different not-for-profit
organization include NSPCC (National society for the prevention of cruelty to children) it is a
leading charity organization that renders the services to protect the right of children and also
prevent the children from the cruel behavior and action. Another not-for-profit organization
include British agencies for adoption and fostering the children as well s family.
The nature of relationship with customers are highly effective as it result in providing
effective environment to the customers so that they may easily develop and amend the livelihood
of the individual residing in the society (Kalal, 2003).
2.3 Compare methods used in marketing with public, private and voluntary sectors
For marketing the services and activities of public, private and voluntary sectors there are
different methods that is being sued by the organizations. The different methods used in the
marketing include that within public sector organization manager can often use the traditional
form of marketing that is direct marketing, door to door marketing or marketing through
newspaper. As public sector organization mainly renders services to develop the community and
society under which the organization is operating their activities (Kotler, 2011). For instance;
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NHS will use the newspaper medium for marketing their services that is promoting the health
care services among the individual with the help of newspaper of door to door services for
generating awareness regarding the diseases and their cure methods.
Another is private sector organization these are the independent organization managed
and owned by individual itself they may use modern methods for marketing their products and
services in the broad marketplace. For instance; example of public sector organization is Tesco
PLC one of the leading privately owned supermarket chain in the UK (McDaniel, 2011). With
the help of modern social media tools company can easily target large mass audiences instantly
with the help of different networking tools and application that is Facebook, YouTube or twitter
etc. this is also consider as an effective medium of marketing as it is cost effective for the
organization and also outcome in increasing the profit margin.
Furthermore, another type of sector is voluntary sector that is also defined as non-profit
organization that generally renders the services to develop and improve the societal condition as
well as improve the living standard of the individual (Ogunmokun, 2014). For marketing the
services of non-profit organization they must focuses on organizing the events or program that is
Marathon or riding bicycle for the day that support the voluntary organization in creating the
awareness.
2.4 Key issues involved in marketing in a selected virtual organization
With the increasing pace of technology organization are shifting their services and
services on the online platform as with the increase in e-commerce sector customers are choosing
to purchasing the products from the online platform as it is convenient as well as features low
cost for the product. With the increasing e-commerce many virtual organization has been set up
that deals in providing the products through online platform (Richards, 2014). For instance; eBay
and Amazon are the leading virtual organization that capture large market area and serve
different segment customers across the world. Through marketing in the eBay and Amazon it
may result in arousing different key issues that is-
 Malware and viruses- The foremost issue that arises in the virtual organization Amazon is
related with the viruses and Malware function. Through marketing the products and
services on the online platform will result in attacking of different viruses and malware
function that attack the computerized system and result in corrupting the data and
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information related with the products and different customers. It is the key issue involved
in the marketing of the Amazon products and services (Marketing mix for tourism, 2016).
 Security issue- Another issue involved in the marketing of virtual organization is related
with the security issues. As Amazon mainly deals in selling the wide variety of products
through the e-commerce medium that result in arising security issues as with attacking
the viruses and malware function it may result in corrupting the data and confidential
information (Grundey, 2012).
 Legal issues- Another issue that arises while enabling marketing activities of Amazon
result in facing the legal issues that is related with trading on the online platform. In order
to ensure the successful e-commerce business Amazon would face legal issues related
with selling the identical products thus, they need to ensure the patent for dealing in
ethical practices (Tadajewski, 2004).
TASK 3
3.1 Use of extended marketing mix in the selected service sector
Travel and tourism sector is the leading service sector that renders quality services to
their customers and visitors that contribute in growing and developing the sector. The service
sector uses the extended marketing mix elements so that they may easily influence the tourist in
purchasing the products and services of tour operator. The use of extended marketing mix in the
service sector is-
 People- The foremost element of extended marketing mix is people that is also termed as
human resource within the organization. However, people are consider as the key element
within the travel and tourism sector that provide or renders services to the ultimate
customers (Wachowiak, 2012). Within the service sector travel agents are consider as
essential element that keep attract the customers and influence the customers to repeat the
services of the sector.
 Process- Another element of extended marketing mix is process it is consider as the
procedure through which travel and tourism organization successfully deliver the tourist
services and products to the ultimate customers. However, the use of process element is
effective in the marketing process as it generally defines the exact path through which the
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organization services directly reach to the ultimate customers (Catterall, Maclaran and
Stevens, 2013).
 Physical evidence- Last element within the extended marketing mix is physical evidence
as it has been considered that services are regarded as an intangible in the nature.
3.2 How Products/service mix can be used to enhance value for the customers and organization
In order to enable the successful marketing of products and services it is essential for the
marketer to ensure the product and service mix elements that is commonly used to enhance the
value of customers and organization. The different elements of product/service mix are-
 Product- The foremost element within the Product/service mix element include product.
It is the key element that is being distributed within the market to the ultimate customers
so that they may satisfy the needs and wants of customers and travelers (Boone and
Kurtz, 2013). Within tourism industry the product is termed as tangible and intangible in
nature that is product must be consists to different features such as attractive places and
amenities that attracts the customers towards the products.
 Price- Another element of product/service mix include pricing of the products and
services offered by the tour operator. The travel and tourism organization must set the
prices according to the quality of the services that are made available to the customers.
With the affordable pricing of travel packages it may result in enhancing the value for the
customers (Dann, 2010).
 Place- Place is also an effective element of the product/service mix as it generally focuses
on distribution channel through which the organization sell or distribute their services or
travel products. For instance; tour operator that is Thomas Cook have their own branches
and layout through which they can easily provide the services to their ultimate customers.
 Promotion- Last element of the product/service mix is promotion with the help of using
effective promotional techniques they can easily market their services to the large mass
of audiences. However, through promotion they can also provide effective information
regarding the travel products and services to the customers that develop rapport in the
overall marketplace (Pugh and Duffy, 2013).
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3.3 How difficulties particular to the marketing of services can be overcome
The major difficulties that arises at the time of marketing of services is related with the
customer perception regarding the service or product quality as well as measuring the
satisfaction level of customers. The foremost difficulty that is related with the marketing of
services include measuring the perception and requirement of services and product (Lancaster
and Massingham, 2010). Thus, Thomas Cook management must focuses on assessing the
requirement of customers so that they can provide the products and services that meet and satisfy
their requirement. Another difficulty that arises while marketing the company's destination and
different services include measuring the level of customer satisfaction so that in future they can
provide effective and quality travel products and services that meet their requirement as well as
also accomplish the objective of the tour operator.
Therefore, to overcome these difficulty in the market Thomas Cook management must
focuses on assessing the market scenario before marketing their travel products and services so
that they can easily examine the changing needs and preferences of the customers (Pomering,
Noble and Johnson, 2011). However, through investigating the market management can easily
measure the satisfaction level of the customers that is they are satisfied with the travel products
or services or not.
3.4 The role of IT in services marketing management
In order to market and promote the services and travel products of the Thomas Cook an
organization within the service industry emergence of ICT has played significant role in
managing the process of marketing. The different role of ICT played within the organization
result in-
 Enabling the role of managing the customer database- The foremost role that ICT plays in
the process of marketing include managing the database or the information of different
customers that purchases their travel packages and services for having leisure and
luxurious stay (Jolibert, Mühlbacher and Dubois, 2012). With the help of managing the
database of customers Thomas Cook can easily carry out the information regarding their
loyal customers who prefer their services and products.
 Another role that ICT plays within the services marketing management is of assessing the
internal activities of the organization so that Thomas Cook can easily examine their
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