Marketing Fundamentals: Mercedes' Marketing Mix and Concept Analysis

This report provides a detailed analysis of Mercedes' marketing strategies, focusing on its marketing mix and marketing concept. The report begins by defining the marketing mix as a set of tools and strategies used to promote products and services effectively, particularly the 7Ps of marketing: Product, Price, Place, Promotion, People, Process, and Physical Evidence, and how Mercedes utilizes these elements to meet customer demands. The report then delves into the marketing concept, explaining how Mercedes uses it to analyze customer needs and make decisions to satisfy them better than competitors. It examines the five alternative concepts of marketing: production, product, selling, marketing, and societal marketing, highlighting how Mercedes prioritizes product quality, consumer needs, and societal welfare. The report references various academic sources to support its findings, providing a comprehensive overview of Mercedes' approach to marketing and its alignment with consumer satisfaction and market success.

Marketing Fundamentals

Table of Contents
TASK 3............................................................................................................................................1
a) Marketing mix of Mercedes...............................................................................................1
Marketing mix..................................................................................................................................1
b)Marketing Concept of Mercedes.........................................................................................2
REFERENCES................................................................................................................................4
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TASK 3
a) Marketing mix of Mercedes
Marketing mix
It is tool and strategies which provide right product in the right place at the right time or
in right price. It is a set of actions which is used by a company or organisation to promote the
product and the services in the market. It can be a model which is used by the company to pursue
its marketing objectives in the target. Mercedes use this method for marketing and promotion for
its products. These strategies used by Mercedes because it want to deprive its right product and
service in the right place at right place and at right price (Davis, 2017). There are 7Ps of
marketing which are used by Mercedes for fulfil its customers demand. They are following:
Product- It is the product or service which is designed by the company which can fulfil
the needs and wants of the customers. Mercedes is a Car manufacturing company, it made cars
according the consumer needs. It provide all features which a consumer have need.
Price- It is regarding to the selling price on which the product sale. Selling price of
Mercedes product is set by the management and the finance department which are reachable to
the customer's hand. The company set reasonable price so that customer can purchase it easily.
They set the price also the quality and features of the product.
Place- Place is refereed to where the product is available for selling. It is related to
geographical factor. Mercedes provide its product according the customer location. It have
international customers so it provide its product internationally.
Promotion- It is that process in which the product is manufacture but no more people are
aware and familiar with product. Mercedes used different promotional channels to promote its
products. It promote its product by Advertisement, by giving add in TV etc.
People- It refers to the employees who repenter the company by giving their services.
The representation can be positive and negative. The employees and the management of
Mercedes represent the company in a good way by providing good quality product according the
consumers need (Brunswick, 2014).
Process-It refers the activities by using which the product is deliver to the customer. In
Mercedes, it can be related to the suppliers, manufactures and transportation. It can be processes
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and systems which are related to the product, it can be sales process, pay system or distribution
system etc.
Physical evidence- It is related to the tangibility of the product. If the customer is going
to purchase a product, he had not any idea and confirmation for buying the product. In Mercedes,
if the customer want to purchase a car , it will go to the showroom or agency to show the product
and features then he will purchase it (Okazaki, 2012). Because most of the people believe in to
have a proper information about the product so they go for watch the features of the car and then
they purchase it.
From the above mention information, it has been concluded that Mercedes company can
develop the better marketing plan for the new product.
b)Marketing Concept of Mercedes
Marketing Concept
Marketing concept is philosophy used by firms which analyse needs of customers and
make decision for satisfying better than competition. It is the strategy implemented for
consumers needs, maximize profit, increase sales and beat competition. The success of firm
depends on marketing efforts by delivering value proposition to its target market. It also help in
fulfil consumer needs, decision making and making improvement in selling activities. There are
five alternative concepts of it in which organisations designs and marketing strategies are
explain. These concepts are production concept, product concept, selling concept, marketing
concept and societal marketing concept which are help for the product and services.
Product concept
The main purpose of this concept is to attract customers by providing high quality,
performance and better features product as compare to others. It is the mandatory concept for
providing best product. In Mercedes is the strategy to apply in the market for the customer.
Mercedes is work on this concept to provide better product to its customers. The product of
Mercedes are high quality and they produces their product with innovative features (Shaw,
2016). This concept is not complete in itself for the completion, it there are need of some require
factors such as sales, marketing, distribution, services etc. in this concept the company do not
focus only the product it also satisfy the consumers needs.
Marketing concept
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It is a concept of related to the study of management of exchange relationship. Marketing
is a process of doing business in which relation are generate with the customers. This marketing
process is use for bringing the product in the market. There are some steps which include in this
they are segmentation, market research, market targeting, pricing and promotion strategies and
distribution etc. In Mercedes this concept is related with the needs, want, demands and desires.
The company made product according the customer and also put it in mind that the consumer can
afford it or not. Mercedes also those product whose objective is to satisfying the consumers
needs. Under this concept the company do market research for knowing that what the customer
want. In this concept Mercedes focus on understanding the market. This concept give the
preference to the customer and the market (Varnali, 2014).
Societal marketing concept
This concept give the preference of the Human welfare before the profit of the company
and satisfying the needs and wants of the customers. It focus on the social responsibilities and it
do that work which is not harmful for the society. The company who follow this concept, it
should crate good marketing decision which consider consumer's wants, company's requirement
and society's long term benefits. In Mercedes, the company do not any work which is harmful for
the company. The company is set up at a equal distance from the society so that it is not harm the
society and people. It do not provide any product, service or action which create negative impact
on the society. It provide full support to the customer's need satisfaction. Mercedes does not
focus only the profit of the company, it also building relationship between the consumers.
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REFERENCES
Books & Journals
Brunswick, G. J., 2014. A chronology of the definition of marketing. Journal of Business &
Economics Research (Online). 12(2). p.105.
Davis, M., 2017. The fundamentals of branding. Bloomsbury Publishing.
Okazaki, S., 2012. Fundamentals of mobile marketing: theories and practices. Peter Lang
Publishing.
Shaw, S., 2016. Airline marketing and management. Routledge.
Varnali, K., 2014. SMS advertising: How message relevance is linked to the attitude toward the
brand?. Journal of Marketing Communications. 20(5). pp.339-351.
Online
Concepts of Marketing. 2018. [Online]. Available
through:<https://www.marketing91.com/concepts-of-marketing/>.
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