Marketing Essentials: Analyzing Marketing Functions, Mix, and Strategy

This report delves into the core concepts of marketing, examining the roles and responsibilities of marketing functions within an organization and their interrelationships with other departments. It explores the impact of micro and macro environmental factors on marketing strategies. The report...Read More

Running head: MARKETING ESSENTIAL
Marketing Essential
Name of the Student:
Name of the University:
Author Note:

1MARKETING ESSENTIAL
Executive Summery
The purpose of the report is to give the reader an insight into the marketing functions, the key
roles and responsibilities that it serves in an organization and the relationship of between
marketing and other departments in an organization. The major aim of this report is to assess
the marketing aspects of UNICEF by closely inspecting the marketing mix that the company
has adopted and the marketing strategy that they have created. Marketing Mix is an essential
tool in deciding the marketing operations. The 7Ps, since its introduction has remained viable
for every market scenario. The importance and relevance of marketing has grown
exponentially in recent times. With the emergence of several organizations that offer similar
products and services, marketing functions enable an organization to maintain its competitive
advantage in a marketing environment. In this context, the consideration of micro and macro
environmental factors that affect an organization needs to be considered by the marketers.
The individual functional units of an organization needs to work together to ensure optimum
use of the marketing functions and further the success of the company. UNICEF being a non-
profit organization has rather different approach to marketing. They have no product to sell.
The only thing that they have to offer to the public is their organizational missions and goals.
Thus, they engage in social media marketing which enables them to spread their cause all
over the world. They make use of the aspects of marketing mix in this context and have
specific goals depending on the programs that they have created. Finally, the report concludes
that the marketing functions and interdepartmental cooperation is key to success for any
organization. For UNICEF, the key remains their social marketing strategy and continuous
public engagement on and off field.

2MARKETING ESSENTIAL
Table of Contents
Activity 1....................................................................................................................................5
Discussion..................................................................................................................................5
Roles and Responsibility of Marketing Function: Relationship with Organization..............5
Selling:...............................................................................................................................5
Buying and Assembling.....................................................................................................6
Transportation....................................................................................................................6
Storage................................................................................................................................6
Standardization and Grading..............................................................................................6
Financing............................................................................................................................6
Risk Taking........................................................................................................................6
Market Information............................................................................................................7
Roles and Responsibilities of Marketing Functions as per Market Environments................7
Interrelationship of Marketing Functions and Other Organizational Functions....................8
Research.............................................................................................................................8
Strategy..............................................................................................................................8
Planning..............................................................................................................................8
Tactics................................................................................................................................9
Conclusion..................................................................................................................................9
References................................................................................................................................10
Activity 2..................................................................................................................................11

3MARKETING ESSENTIAL
Discussion................................................................................................................................11
The 7Ps of Marketing Mix...................................................................................................12
Product.............................................................................................................................12
Price..................................................................................................................................12
Promotion.........................................................................................................................13
Place.................................................................................................................................13
People...............................................................................................................................13
Process..............................................................................................................................14
Physical evidence.............................................................................................................14
Marketing Mix of UNICEF..................................................................................................15
Product of UNICEF..........................................................................................................15
Price of UNICEF..............................................................................................................15
Place of UNICEF.............................................................................................................15
Promotions in UNICEF....................................................................................................16
People in UNICEF...........................................................................................................16
Process of UNICEF..........................................................................................................16
Physical evidence of UNICEF.........................................................................................16
Marketing strategy of Coca cola with relation to 7Ps of marketing and Organizational
Objective..............................................................................................................................17
Segmentation, Targeting and Positioning........................................................................17
Social Marketing by UNICEF..........................................................................................17
Conclusion................................................................................................................................19

4MARKETING ESSENTIAL
References................................................................................................................................20

5MARKETING ESSENTIAL
Activity 1
Marketing is an indisputable part of any organization. It is needed by small, medium
as well as large organizations need marketing functions and strategies to continue making
profit. The reason behind this is the continuous change in the market and trends. Marketing
functions involves researching market trends, demand and supply as well as determination of
marketing strategies to develop plans that will be most effective (Meffert 2013). In this
report, the key roles and responsibilities of marketing functions and their applicability on
wider organizational context has been traced. Moreover, the market environments that affect
marketing functions has been explored and finally, the relationship of marketing functions
with the different departments of an organization is also evaluated.
Discussion
The marketing department or team of an organization is largely responsible for the
profit turnover and branding. They need to consider many aspects, like the market internal
and external environment before they can initiate any plan. In order to do this, the roles and
responsibilities of marketing function should be analyzed.
Roles and Responsibility of Marketing Function: Relationship with Organization
The main aim of marketing is providing the customers with products or services that
they need and increase their satisfaction in order to generate loyalty towards the organization.
The eight functions that constitutes marketing are:
Selling: selling is the key aspect of marketing where the transfer of ownership for
products takes place (Abubakar 2014). This core concept is what marketing is focused on as

6MARKETING ESSENTIAL
this component ensures profit earning. Through marketing and promotion selling can be
increased which increases the profitability of an organization.
Buying and Assembling: organizations buy different products depending on the
kinds of products that they offer to the market. Manufacturers buy raw materials and
equipment, retailers buy finished goods and assemblers buy parts or components that they
need for their assembly.
Transportation: Organizations need to transport parts, raw materials and other
resources to their production units and the products manufactured or assembled needs to be
transported to market, which is facilitated by transportation (Cuellar-Healy 2013). The mode
of transport that is availed for these purposes determines the supply regularity, price and
quality of the product.
Storage: keeping the goods in a perfect condition is necessary to avoid depreciation
in an organization. Organizations use warehouses for that purpose. The location of the
warehouses and their conditions affect the availability, quality and supply promptness of the
products.
Standardization and Grading: this system enables the organizations to maintain a
particular standard and categorize their product based on size, weight and features (Gregory
and Moore 2013). Governments too, sometimes enforce standards to ensure uniform quality.
Financing: the capital that is used by the organization to facilitate the product into the
market is known as financing. Working and fixed capital are used for the whole process
which are facilitated by company owned capitals, loans and trade credits (Malshe and
Agarwal 2015). This component largely determines the success rate of the product.

7MARKETING ESSENTIAL
Risk Taking: organizations may face losses because of some circumstances that
occurred suddenly. Organizations face risk both from internal and external environments
(Jereb, Ivanuša and Rosi 2013). Employee turnover, strikes, natural calamities, inflation
might be the causes of risk that might occur in an organization.
Market Information: correct and timely market information facilitates effective
selling of any product (Louviere et al. 2013). Organizations collect data from the market and
analyze them to determine market conditions, market trends and requirements to create an
effective strategy for distribution.
According to Viswanathan et al. (2014), the implication of this in a wider
organizational context is that all of these components and functions contribute to a better
functioning organization. With the help of the universal marketing functions, marketers
create market strategies that will affect the sales of the organization and increase its
profitability. With aspects like market information, the organization gather insights from the
market that will help them to create a plan. The risk taking the organization remains better
prepared for any drawback that they might face in future, thus securing the future of the
organization. Through financing, the actual development and distribution of any product take
place. The grading and standardization help them to maintain their quality and goodwill in
the market. Storage helps them to keep the products at an optimum condition for longer.
While transportation helps in transfer if raw materials or parts to the factory or taking the
finished goods to the market. The process of selling is the core of marketing which is aided
by the marketing strategy. The performance and profit turnover of an organization is
dependent on the successful running of the all operations stated above.

8MARKETING ESSENTIAL
Roles and Responsibilities of Marketing Functions as per Market Environments
Market environments are of three types, internal environmental, microenvironment
and macro environment. The employees of an organization, the management and the
organizational culture constitute internal environment. The microenvironment are constituted
by the competitors, suppliers, distributors and general public whereas the macro environment
are uncontrollable factors like social and political aspects, natural calamity and changes in
technology and market trends. The key role of marketing is to mitigate the risks and threats
that emerge from the different environments. They develop market strategies to align the
customer demands and organizational objectives. They gather information from the market
through research regarding product and market trends. They determine a plan considering all
these aspects and with due consideration of the marketing environment. The main
responsibility of marketing is to maintain brand equity and brand consciousness so that the
effects of micro and macro environment is minimized. This roles and responsibilities lead to
increase in sales and turnover for the organization.
Interrelationship of Marketing Functions and Other Organizational Functions
The key elements of marketing functions are:
Research: research in marketing pertains to market research, which means gathering
information regarding the trends and shifts in market, the needs and demands of the
consumers, the demographic of the market, the macro environments that might threaten the
organization (Zaied, Louati and Affes 2015).
Strategy: the information collected in the previous stage helps in analyzing the
strengths and weaknesses of an organization that contributes in the formation of an effective
strategy. The strategies thus made help the company to gain competitive advantage in the
market.

9MARKETING ESSENTIAL
Planning: the next step is the planning with the help of the information gathered and
the strategy made (McDonald 2016.). Financial planning, distribution and communication are
all decided in this stage and all the work is done depending on a timeline.
Tactics: the final role is the tactics that helps in the sale of the product. Companies
give discount offers, cashbacks, buy one get one offers so the consumers are attracted and the
competition can be lessened.
The interrelationship of marketing functions and other units of a company is
indisputable. Marketing function needs the aid and assistance of all the other departments for
it to be effective. The finance departments facilitates all the costing of the whole procedure.
The production units supply the product with the help of transport department and the
communication cannot take place without the help of the respective department. Before an
organization embarks on a new product development and distribution, market research
facilitates an effective planning. Throughout the process, the continuous support and
seamless communication among the departments are necessary.
Conclusion
From the above discussion it can be concluded that the marketing functions of an
organization is essentially dependent upon many factors such as market environment and
communication and dependency among the other key units of an organization. Without the
support and help from the other departments, successful marketing cannot take place.

10MARKETING ESSENTIAL
References
Abubakar, H.S., 2014. Analysis of Theories of Management Relevant to the Marketing
Function in Contemporary Times. target, 6(9).
Cuellar-Healy, S., 2013. Marketing Module 7: Placement/Distribution (No. 639-2016-
41758).
Gregory, J. and Moore, M., 2013. Aligning marketing and finance with accepted standards
for valuing brands. Capco Institute Journal of Financial Transformation, 38(October), pp.41-
48.
Jereb, B., Ivanuša, T. and Rosi, B., 2013. Systemic thinking and requisite holism in mastering
logistics risks: the model for identifying risks in organisations and supply chain. Amfiteatru
economic Journal, 15(33), pp.56-73.
Louviere, J., Lings, I., Islam, T., Gudergan, S. and Flynn, T., 2013. An introduction to the
application of (case 1) best–worst scaling in marketing research. International Journal of
Research in Marketing, 30(3), pp.292-303.
Malshe, A. and Agarwal, M.K., 2015. From finance to marketing: the impact of financial
leverage on customer satisfaction. Journal of Marketing, 79(5), pp.21-38.
McDonald, M., 2016. Strategic marketing planning: theory and practice. In The marketing
book (pp. 108-142). Routledge.
Meffert, H., 2013. Marketing-Management: Analyse—Strategie—Implementierung. Springer-
Verlag.

11MARKETING ESSENTIAL
Viswanathan, M., Jung, K., Venugopal, S., Minefee, I. and Jung, I.W., 2014. Subsistence and
sustainability: from micro-level behavioral insights to macro-level implications on
consumption, conservation, and the environment. Journal of Macromarketing, 34(1), pp.8-27.
Zaied, R.M.B., Louati, H. and Affes, H., 2015. The relationship between organizational
innovations, internal sources of knowledge and organizational performance. International
Journal of Managing Value and Supply Chains, 6(1), pp.53-67.

12MARKETING ESSENTIAL
Activity 2
Marketing has become one of the most important activities that organizations pursue
in order to increase sales. The concept of marketing is not making false claims as it is
generally thought, but to highlight the features and advantages of the product is the main
motto (Vargo and Lusch 2014). Every company needs to consider many aspects before they
can adopt a marketing strategy that will be appropriate for their organization. In this regard,
the marketing mix comes into consideration. Marketing mix helps the organization decide
what aspects of marketing they want to focus on depending on the market traits and trends.
Organizations change their marketing mix as per necessity if they feel that some of the
aspects of the mix have been satisfactorily achieved. After choosing a marketing strategy,
organizations can plan a strategy that will instill all the factors of the chosen marketing mix
and the organizational values and goals (Mooij 2018). Marketing strategy helps the
organization to manage the operations, cost and outcome of the decisions that they take and
invest resources where it is necessary. In this report, the concept of marketing mix has been
analyzed and the marketing mix that UNICEF, a non-profit organization has adopted, has
been evaluated. Along with that, the marketing strategy of UNICEF and how they align their
marketing mix and marketing strategy with their organizational values and objectives, have
been explored.
Discussion
Marketing tactics and strategies are essential to any organization. Organizations
nowadays invest a large amount of money to their marketing departments in order to ensure
that they are able to tap most of the customer base and increase future sales (Huang and

13MARKETING ESSENTIAL
Sarigöllü 2014). In this context, the 7Ps of marketing should be discussed to understand the
strategic implications of each of the aspects.
The 7Ps of Marketing Mix
Initially, there were only 4Ps to the marketing mix. Later, with evolving economy and
trend 3 more Ps were added which made the 7Ps. These aspects are related to considerations
related to market and companies use them in different combinations to ensure increase in
business and their brand image. While choosing the marketing mix, it is necessary to align
the organizational goals and adjectives with the adopted strategy (Khan 2014). The 7Ps of
marketing mix are:
Product: Product of an organization is the most important part of what they offer to
the customers. The organizations create or upgrade products according to the needs and
desires of the customers and recent market trends. All the features, benefits as well as the
advantages are included in the aspect of Product (Mooij 2018). For example, while buying an
Apple iPhone, the customers know that they will be able to enjoy the advantages of cutting-
edge technology that the company provides. They particularly focus on Research and
Development in order to deliver the customers continuous improvement.
Price: This is related to the strategy that an organization adopts to decide the pricing
of a product. This strategy is determined after market research, determination of consumer
demographics and their spending capacity. While deciding the price of a product the
production cost, distribution cost and depreciation cost is calculated. Organizations
sometimes provide discounts or season sale in order to attract a larger number of customers
(Vargo, and Lusch 2014). For example, Apple introduces new technology and model for their
iPhone and reduces the cost of the older models. This offer makes it possible for the users

14MARKETING ESSENTIAL
who could not buy before to buy the previous models easily. This strategy gave them a
chance to increase their customer base and loyalty.
Promotion: This activity is vital in the process of marketing. Companies use
Promotional tactics to increase the awareness of their brand in the minds of the consumers.
Organizations use print, digital and social media platforms to promote their business (Dibb
and Carrigan 2013). While choosing the medium most applicable to them the organizations
consider the technological advancement and preferences of the demographic. They also
consider the kind of product that they before taking up any promotional campaign. For
example, luxury brands like Rolls Royce rarely engage in promotional campaigns as that goes
against their brand image. They rather depend on the word-of-mouth strategy and lets the
performance and luxury of their products speak for itself.
Place: the locations that organizations avail to sell, make or distribute their product
makes this component. It is necessary for them to keep in mind that accessibility is the key
here. The customers should be able to reach the product whenever they want. This also
largely depends on the kind of product that the organization is selling as well as the
demography of the consumers (Huang and Sarigöllü 2014). For example, luxury brands like,
Rolls Royce and Apple have their own brand store where they primarily sell their product as
they mostly target the rich customers. Medium priced brands rather distribute their products
in different locations and make sure that the customers are able to reach their product easily
to increase sale. The customer segment that they target are much larger and they focus mostly
on quantity rather than quality as opposed to the luxury brands who target quality more.
People: The human resource that are involved in the organization as well as those
who are involved with distribution, supply chain and sales are all included in this part.
Having skilled and trained staff with whom the organization can avail timely service and

15MARKETING ESSENTIAL
supply to the consumers creates a positive impact on the consumers and a trust and
preference is born in their mind (Maier, Meyer and Steinbereithner 2016). They recommend
the brand and in doing so, themselves market the brand. Thus, the successful organizations
value trained and skilled staff. They also provide training at regular intervals to increase the
skills of the employees and prefer to retain good employees. For example, Google, the
employees are continuously encouraged and inspired to innovate more. This practice has
become so widespread that the employees are given time specifically to work on their own
projects and ideas. This has made the company the most successful and the products that they
offer are unique.
Process: Process refers to the process of delivery of the product to the customer. It is
not only the product that the customer pays for but service as well. It is necessary for the
organizations that they create and maintain a standard when it comes to the services that they
offer to the customers. Creating a good process of business ensures that with time it becomes
more efficient which saves money as well as time for the organization (). For example, e-
commerce platforms like Amazon, not only provides quality products at a lower rate with
their assurance but they also provide express delivery services and one-day delivery that
increases their customer satisfaction. The customers refers Amazon when it comes to online
shopping thus increasing the popularity and credibility of the company.
Physical evidence: This refers to the things that customers can see while they are
interacting with the organization. The environment where the service is being provided, the
design of that environment, the luxuries that are being provided while availing the services,
the packaging of the product, the branding of the product, the uniform and appearance of the
employees their behavior are all part of the Physical Evidence (Omar, Leach and March
2014). For example, when a customer goes to for an insurance for their house or car, they
after all that the organization provide want a copy either softcopy or in paper the

16MARKETING ESSENTIAL
documentation of the insurance plan. This physical evidence gives them satisfaction that the
money that they have spent has not been wasted.
Marketing Mix of UNICEF
Founded in 1946 to support the postwar European, Chinese and Middle Eastern
children, UNICEF has become the most effective body in providing help and support for
children and their families belonging to the developing countries (Unicef.org. 2019). The
marketing mix that they have adopted is completely different from other organizations that
have their profit in focus. As Organizations like UNICEF do not intend to make profit,
neither do they have any product or services that they want to sell, their marketing objective
and goals are different than others (Dees 2017). They focus on creating awareness and
attracting donors so that all their programs can be funded and children all over the world can
have a better life.
Product of UNICEF: being a non-profit organization, the services or plans that they
propose, their aims and missions are the totality of their product. Most of their plans are
based on child protection and education. These include Adolescent Development, Children
Uprooted, Children with disabilities and research and development of new policies to support
more and more children (Unicef.org. 2019).
Price of UNICEF: due to the non-profit nature, the Pricing of UNICEF is done
depending on the expenses incurred by the programs. Their approach is voluntary donations
as well as involvement in the programs that they have.
Place of UNICEF: Place for UNICEF is also completely unique. They work with
volunteers and social workers all over the world and have offices in almost all major cities
worldwide. Their offices or centers are not what attracts the donors but it is their campaigns

17MARKETING ESSENTIAL
and the volunteers that collect funds from the public at different places (Munkhondia,
Simangolwa, and Maceda, 2016).
Promotions in UNICEF: the promotional technique that they have adopted is Social
Marketing. Non profit organizations like UNICEF have no specific product to offer to the
market. the audience in general is not likely to respond to direct marketing. Thus, they use
social promotion and awareness by campaigns and volunteer involvement (Alalwan et al.
2017).
People in UNICEF: The human resource of UNICEF are the people involved in the
actualization of the plans and campaigns. The doctors that provide medical care, the
volunteers and officials that are responsible for the fund raising and running the campaigns,
the NGOs that they collaborate with, the social workers of the locality, the philanthropists of
the society and public in general are the people related to the organization and all are
essential to the organization.
Process of UNICEF: the process that UNICEF has adopted is public integration.
They aim to collaborate with different local groups and volunteers that will execute their
operations. They conduct surveys all over the world and take account of every aspects of
children development so that an overall growth can be assured (Cole 2015).
Physical evidence of UNICEF: UNICEF has offices in all the major cities along with
their head office in Geneva. Along with that they have presence in all over the web. The
donations made by the donors are recognized. People can take part in the voluntary programs
of the organization.

18MARKETING ESSENTIAL
Marketing Objective
The creation of marketing strategy involves many procedures that help in creation of a
successful marketing strategy. Along with that, the organizational values and objectives need
to be aligned with the adopted marketing strategy. The objectives of marketing for UNICEF
are:
1. To create greater awareness of the work that UNICEF does.
2. To develop a plan that will create that awareness among the people.
3. To create a marketing plan that will increase the market presence of the
organization.
4. To attract more donations from the target market.
Marketing Plan for UNICEF
For UNICEF, a SWOT analysis is done to determine the strengths and weaknesses of
the organization and the opportunities and threats that has been presented in the table below:
Strengths
 The mission and vision is
philanthropic.
 They have already worked on many
projects.
 People and governments all over the
world recognize their work.
 Being a world organization they get
regular source of money.
Weaknesses
 There are still places and people in
the underdeveloped countries that
need help
 People do not know the proper
channel to join such work.
 They lack skilled volunteers.
 Mobilization of resources.
Opportunities
 More people are now interested in
Threats
 Political instability

19MARKETING ESSENTIAL
social work.
 Many business organizations has
made pro bono work mandatory.
 Funding is more readily available.
 Partnerships with other local NGO’s.
 Natural disasters
 Activities may have different impact
depending on difference in culture
and belief.
 Emerging competitors.
Segmentation, Targeting and Positioning
Segmentation refers to create different groups of consumers and create specific
products for each consumer group depending on the taste and preferences of the consumers
(Venter, Wright and Dibb 2015). UNICEF targets the educated, medium and high-income
segment all over the world. This segment has philanthropic ideals and views and are able to
afford a substantial amount of money for donations. Being educated they are more likely to
understand the needs for the programs and policies that are being undertaken. The
organization also targets the web audiences over Facebook and YouTube to create awareness.
The positioning is centered upon their motto and vision (Camilleri 2018). UNICEF
believes that children all over the world have equal right survive, thrive and the potentials
that they have, making the world better. Their mission is to provide, childcare, medical
facility, sanitation, nutrition, education and equal rights to children. They propagate their core
ideals as care, integrity, trust and accountability as their organizational culture. These aspects
create a sense of belief on the organization. Their positioning in the market is of trust and
caregivers, a philanthropic institution that has the well-being of children as their central
focus.
Budget
UNICEF engages in social marketing. The budget required for that is:

20MARKETING ESSENTIAL
Particulars Year 1
Salaries 13000
Accomodation 15000
Staff salaries 13000
Medical equipments 14000
Travel 8000
Office Equipments 9000
Training and Education 20000
Volunteer Costs 10000
Accountancy Expenses 10000
Website and Social
Media 15000
Refreshment 8000
Telephone Costs 2500
Contingency Costs 800
Total 138300
Social Marketing by UNICEF
The values, ideals and missions are the main aspects that engage and attract the
donors to the organization. Along with that, their social marketing technique is largely
responsible for their popularity (Dibb and Carrigan 2013). The techniques used by them are:
Visual Storytelling: any message has better impact when there are visual imageries
involved. A story related to child abuse written in status or as a post will generate response
but when the same message is presented through photos and videos that show the same, the
effect is much more instantaneous, vivid and long lasting (Dibb 2014).
Engagement of the audience: thousands of people all over the internet are connected
to the Facebook page and Instagram account of UNICEF. Thousands of people talk about the
issues and cause taken up by them. This leads to considerable engagement of the organization
in the web (Okazaki and Taylor 2013). UNICEF engage in regular responses and answering
sessions to the various queries and comments made about them.

21MARKETING ESSENTIAL
Updating and changing: social media trends change rapidly (Tiago and Veríssimo
2014). Most of their marketing strategies are dependent on social media and thus they remain
updated in that front. They conduct continuous research and surveys to determine the recent
shifts in trend and discussion issues that are rising in popularity.
Calls to action: Facebook has immense power over people (French and Russell-
Bennett 2015). UNICEF through their Facebook page instigate the public to donate money,
take part in the campaigns and spread the message regarding their programs. The target
segment of the organization is tech savvy and thus effectively engages in the discussion and
take part in the activities (Constantinides 2014).
Evaluation of the Marketing Strategy of UNICEF
Being a non-profit organization, the main objective of UNICEF is to create awareness
and attract donations from different sources so that they are able to carry out the plans that
they have created. The marketing strategy of social marketing is extremely helpful in this
regard (Tiago and Veríssimo 2014). Social marketing will enable them to reach out to people
and create awareness. The visual representations are helpful in creating impact within the
people and are likely to bring more donations from those who want to make any change in
the world. The volunteer work opportunity that the organization provides helps many people
in distress all over the world. More people nowadays are interested in engaging in these
philanthropic activities in order to fulfill their duty as a human. The marketing strategy
designed here will be effective and the organization will be able to create their own niche in
the world (Omar, Leach and March 2014).

22MARKETING ESSENTIAL
Conclusion
Thus, the implications of choosing a right marketing mix and the necessity of creating
an effective strategy plan cannot be denied. The above discussion clearly concludes that
UNICEF has successfully implemented the marketing mix in their marketing strategy and has
created a system that has worked effectively for them. They, moreover has been able to
effectively create a balance between their strategy and organizational goals which has
become the key to their success for the last few decades.

23MARKETING ESSENTIAL
References (16-20)
Alalwan, A.A., Rana, N.P., Dwivedi, Y.K. and Algharabat, R., 2017. Social media in
marketing: A review and analysis of the existing literature. Telematics and
Informatics, 34(7), pp.1177-1190.
Camilleri, M.A., 2018. Market segmentation, targeting and positioning. In Travel Marketing,
tourism economics and the airline product (pp. 69-83). Springer, Cham.
Cole, B., 2015. Going beyond ODF: combining sanitation marketing with participatory
approaches to sustain ODF communities in Malawi. Eastern and Southern Africa Sanitation
and Hygiene Learning Series.
Constantinides, E., 2014. Foundations of social media marketing. Procedia-Social and
behavioral sciences, 148, pp.40-57.
De Mooij, M., 2018. Global marketing and advertising: Understanding cultural paradoxes.
SAGE Publications Limited.
Dees, J.G., 2017. 1 The Meaning of Social Entrepreneurship. In Case studies in social
entrepreneurship and sustainability(pp. 34-42). Routledge.
Dibb, S. and Carrigan, M., 2013. Social marketing transformed: Kotler, Polonsky and
Hastings reflect on social marketing in a period of social change. European Journal of
Marketing, 47(9), pp.1376-1398.
Dibb, S., 2014. Up, up and away: social marketing breaks free. Journal of Marketing
Management, 30(11-12), pp.1159-1185.

24MARKETING ESSENTIAL
French, J. and Russell-Bennett, R., 2015. A hierarchical model of social marketing. Journal
of Social Marketing, 5(2), pp.139-159.
Huang, R. and Sarigöllü, E., 2014. How brand awareness relates to market outcome, brand
equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp. 113-132).
Springer, New York, NY.
Khan, M.T., 2014. The concept of'marketing mix'and its elements (a conceptual review
paper). International journal of information, business and management, 6(2), p.95.
Maier, F., Meyer, M. and Steinbereithner, M., 2016. Nonprofit organizations becoming
business-like: A systematic review. Nonprofit and Voluntary Sector Quarterly, 45(1), pp.64-
86.
Munkhondia, T., Simangolwa, W.M. and Maceda, A.Z., 2016. CLTS and sanitation
marketing: aspects to consider for a better integrated approach. Sustainable Sanitation for
All: Experiences, challenges, and innovations, p.101.
Okazaki, S. and Taylor, C.R., 2013. Social media and international advertising: theoretical
challenges and future directions. International marketing review, 30(1), pp.56-71.
Omar, A.T., Leach, D. and March, J., 2014. Collaboration between nonprofit and business
sectors: A framework to guide strategy development for nonprofit
organizations. VOLUNTAS: International Journal of Voluntary and Nonprofit
Organizations, 25(3), pp.657-678.
Tiago, M. and Veríssimo, J., 2014. Digital marketing and social media: Why
bother?. Business horizons, 57(6), pp.703-708.

25MARKETING ESSENTIAL
Unicef.org., 2019. What we do. [online] Available at: https://www.unicef.org/what-we-do
[Accessed 27 Jun. 2019].
Vargo, S.L. and Lusch, R.F., 2014. Evolving to a new dominant logic for marketing. In The
Service-Dominant Logic of Marketing (pp. 21-46). Routledge.
Venter, P., Wright, A. and Dibb, S., 2015. Performing market segmentation: a performative
perspective. Journal of Marketing Management, 31(1-2), pp.62-83.

26MARKETING ESSENTIAL
Presentation
for UNICEF

Running head: MARKETING ESSENTIAL

1MARKETING ESSENTIAL

2MARKETING ESSENTIAL

3MARKETING ESSENTIAL

4MARKETING ESSENTIAL

5MARKETING ESSENTIAL

6MARKETING ESSENTIAL

7MARKETING ESSENTIAL

8MARKETING ESSENTIAL

9MARKETING ESSENTIAL

10MARKETING ESSENTIAL

11MARKETING ESSENTIAL

12MARKETING ESSENTIAL