Marketing Course of Action: Analysis of Strategies and Performance

This report examines various aspects of marketing strategies employed by businesses. It analyzes three articles focusing on competitive advantages through marketing, the use of social media platforms like Twitter for marketing, and the relationship between marketing strategies and organizational performance. The report explores how companies gain a competitive edge through marketing intelligence, the role of social media in promoting products, and the impact of marketing strategies on employee performance. It emphasizes the importance of adapting marketing strategies to the specific business environment and the significance of marketing managers understanding factors influencing marketing decisions. The report highlights the need for innovative marketing approaches and the use of technology for business growth, concluding that effective marketing strategies are crucial for organizational success. The analysis includes the evaluation of marketing decision support systems and the importance of understanding customer needs through social media.

Running head: MARKETING COURSE OF ACTION
Marketing Course of Action
Name of the Student:
Name of the University:
Author’s Note:

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Executive Summary
This report will shed light on the various aspects of the process of marketing used by the
diverse companies and business organizations. For this purpose the report will take into
consideration three different articles and analyze them in a bid to understand the different
aspects of marketing. The first article which the report takes into consideration deals with the
use of marketing strategies as a means to gain competitive advantage. The second article
deals with the use of social media platforms like Twitter for the purposes of marketing.
Finally, the third article deals with the relationship between organizational performance and
the various marketing strategies.

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Table of Contents
Introduction................................................................................................................................3
The use of marketing for gaining competitive edge...................................................................3
Marketing and social media.......................................................................................................6
Marketing strategy and Organizational Performance................................................................8
Conclusion..................................................................................................................................9
References................................................................................................................................10

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Introduction
The present world of technological advancement and globalization has made the
competition among the various companies and business organization fierce. Therefore, the
various companies as well as the business organizations often take the help of several
innovative marketing strategies to outrival their competitors. It is to be noted that the various
strategies as well as marketing policies are designed by the various companies and business
organizations to bring about an overall growth and development of their concerned company
or business organization (Jobber & Ellis-Chadwick, 2012). The concept of marketing is a
very traditional one and the various companies and the business organizations have been
taking the help of this particular tool to enhance their business profits (Armstrong, et al.,
2015). However, the concept gained popularity in the 19th and the 20th century with the advent
of globalization (Armstrong, et al., 2015). The present day marketing focus is not only on
“the promotion of the products as well as the services offered by the various companies as
well as the business organizations but also on effective pricing strategies” (Wilson et al.,
2016). Therefore, it will not be too far-fetched to comment that the” prospects of a company
or business organization depends on the kind of marketing strategy” which they adopt and
also on the particular scenario in which they are being used. The effectiveness of a
“marketing strategy depends on the scenario as well as the context” in which they are being
used (Wilson et al., 2016). This report intends to give an overview of the specific marketing
courses of action and their related aspects.
The use of marketing for gaining competitive edge
The article “Marketing Intelligence as a Strategic tool for Competitive Edge” written
by the author Goddy Osa Igbaekemen and published in the journal “British Journal of
Marketing Studies” intends to provide an overview of the way marketing strategies are being

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used by the various companies as well as business organizations to gain competitive
advantage over their competitors (Igbaekemen, 2014). In the opinion of the author,
“Marketing is becoming a battle based more on information than sales power” (Igbaekemen,
2014). It is to be noted that the fierce competition which the various companies as well as the
business organizations are experiencing are compelling them to undertake a thorough
analysis of their external and internal environment in which they are operating and thereby
devise effective strategies to counteract the competition faced by them (Hartley & Claycomb,
2013). Therefore, many companies as well as business organizations often take the help of
various innovative marketing strategies. In the opinion of the author the sole fulcrum of her
study is “to investigate how marketing information system could help in achieving or
attaining competitive edge” and the way the various companies as well as the business
organizations can utilize this particular aspect to enhance their prospects in the market not
only in the context in the present time but also keeping in view the future as well
(Igbaekemen, 2014). It is significant to note that the solution to this particular problem in the
opinion of the authors is to take the help of effective “marketing intelligence and the adoption
of suitable marketing intelligence system for an organization” (Igbaekemen, 2014).
The author in this particular article tries to find out the major factors which influence
the marketing decisions made by the various companies or the business organizations and
also the various policies and the strategies which they often take the help of in order to gain a
competitive edge over their competitors in the international and the local market. In the
opinion of the author there are several factors like the need for information, the “uncertainty
of the future events”, environmental factors, “complexity of the marketing activities”,
decision making factors, quality of the products or the services offered, supply of raw
materials, technological considerations and others which influence the marketing strategies
adopted by the diverse companies and the business organizations (Igbaekemen, 2014). In

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addition to this, the author also emphasizes the needs as well as the importance of the
“marketing decision support system” for the formulation and the effective implementation of
the various marketing strategies used by the companies and the business organizations
(Igbaekemen, 2014).
The findings of this particular can be implemented in the every business world to gain
effective competitive edge by the various companies as well as the business organizations
over their competitors and rivals. It is significant to note that in this particular article the
author speaks about the need for the development of effective marketing intelligence as well
as “marketing decision support system” which will help the “various companies as well as
business organizations to develop strategies” as well as policies which will lead to their
overall growth and development. Therefore, the various marketing managers can utilize these
concepts which the author articulates in the article to develop effective marketing strategies
to outrival their competitors and also to succeed in the longer run. In addition to that, the
author also articulates the various factors which the various companies as well as the business
organizations should take into consideration for the formulation and the implementation of
the marketing strategies. It is to be noted that the present day marketing managers can take
those factors into consideration for the formulation and the implementation of the marketing
strategies developed by them for the “overall growth as well as the development of the
company or the business organization concerned” (Babin & Zikmund, 2015).
I would like to comment here that the concepts raised in the article in my opinion are
very relevant in the present day business world and the various companies as well as the
business organizations should take into consideration these factors while designing their
marketing strategies and also during the implementation of them for the achievement of their
desired goals and objectives. As already mentioned the effectiveness of the marketing
strategies depends on the context as well as the scenario in which they are used. Therefore,

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the various marketing managers should study the internal as well as the external environment
in which they are operating and also the marketing strategies adopted by their competitors
and other companies into consideration before formulating their own marketing strategies and
implementing them.
Marketing and social media
The article “Classroom Community, Pedagogical Effectiveness, and Learning
Outcomes Associated with Twitter Use in Undergraduate Marketing Courses” written by
“Theresa B. Clarke and C. Leigh Nelson” and published in “Journal for Advancement of
Marketing Education” in the year 2012 intends to give an overview of the process of
marketing and the use of various social media platforms like Twitter, Facebook and others in
that particular process (Clarke & Nelson, 2012). This particular study by the authors tries to
analyze the effects of the use of the Twitter in the process of marketing and the way this
particular technology can be utilized to enhance the process of marketing (Clarke & Nelson,
2012).
The authors in this particular article try to analyze the impact of latest technologies as
well as innovations on the “process of marketing utilized by the various companies as well as
the business organizations” (Clarke & Nelson, 2012). It is to be noted that the advent of the
latest technologies as well as innovations have drastically changed the way the various
companies as well as the business organizations conduct their business (Babin & Zikmund,
2015). A pertinent example of this is the use of the latest technology as well as the
innovations like the use of the various forms of electronic media for the conduct of their
business. Thus, the various companies take the help of various social media platforms like
Twitter, Facebook and others for the purposes of the promotion of their products and also “to
analyze the needs as well as the requirements of the customers in the most effective manner”

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(Clarke & Nelson, 2012). Therefore, it would not be too far-fetched to say that the various
social media platforms have become an important part of the marketing strategies adopted by
the various companies as well as the business organizations.
The various marketing managers in the present day business world face various
problems related to the process of marketing (De Mooij, 2013). The major dilemma which
most of the managers face is which marketing strategy they should use in a bid to promote
their products as well as services and also to bring about “the overall growth and the
development of their business organization or the company concerned” (De Mooij, 2013).
Therefore, the various marketing managers often take the help of the various forms of
electronic media “to promote the products as well as the services offered by their company or
the business organization” concerned. The use of the various forms of social media not is
time saving but also is very cost effective (De Mooij, 2013). It also provides “the various
companies as well as the business organizations with the option of finding the needs” and the
requirements of the customers in the best possible manner. Therefore, the various marketing
managers often resort to the use of the various forms of social media for the process of
marketing of their products as well as services.
I would like to comment here that I totally agree with the concept which the authors
argue about in this particular article. The present day world of technological advancement
does calls for the use of latest innovations as well as technology for the purposes of business.
Therefore, “the various companies as well as the business organizations” should try to use the
latest innovations as well as technology for the purposes of their business and more
specifically for the purposes of marketing.

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“Marketing strategy and Organizational Performance”
The article “Impact of Environmental Dynamism on Marketing Strategy
Comprehensiveness and Organizational Performance” written by the authors “Wael Mohd,
Subhi Idris and Raed A. Momani” in the year 2013 was published in the “International
Journal of Business and Management”. It gives an overview of the relationship between the
various marketing strategies and “organizational performance” (Idris & Momani, 2013). It is
to be noted that this is one of the very few articles which try to analyze the relationship
between the two concepts.
The authors in this particular paper try to explore “the relationship between the
concepts of marketing strategy and organizational performance”. The “performance of the
employees within a particular company or business organization is directly related to the
performance of the employees” (Idris & Momani, 2013). The marketing strategies which the
companies or the business organizations is directly related to and also affects the performance
of the employees. It is often seen that if the marketing strategies used by a particular
company or business organization is innovative and technologically advanced then the
employees within that particular organization or the business organization naturally feel the
desire to perform better.
The marketing managers related to the “various companies as well as the business
organizations” can utilize this particular concept not only to enhance the performance level of
their employees but also to develop new innovative and technologically advanced marketing
strategies. It is to be noted that the various marketing strategies which a company or a
business organization uses has a direct impact on the brand image of the company or the
business organization concerned (De Mooij, 2013). Therefore, the various marketing
managers should take these factors into consideration for the formulation as well as the
implementation of their marketing strategies.

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It is to be noted that both the “concepts of marketing strategies as well as organizational
performance form important aspects of the entire business strategies of the various companies
as well as business organizations”. Therefore, the various companies as well as the business
organizations should take both these factors into consideration for the development of their
marketing strategy and also for their implementation.
Conclusion
Therefore, from the above discussion it becomes apparent that marketing forms an
important aspect of the overall business plan of the various companies as well as the business
organizations. It is to be noted that the various companies as well as business organizations
use several innovative marketing strategies in the present times to outrival their competitors.
In addition to this, an effective assessment of the internal as well as the external is also
important for the formulation and the implementation of the various marketing strategies. It is
to be noted that the effectiveness of the various marketing strategies depends on the scenario
as well as the context in which they are used and therefore the marketing strategy which was
useful for one company or business organization may not be effective for another company or
business organization.

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References
Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2015). Marketing: an introduction.
Pearson Education.
Babin, B. J., & Zikmund, W. G. (2015). Exploring marketing research. Cengage Learning.
Clarke, T. B., & Nelson, C. L. (2012). Classroom community, pedagogical effectiveness, and
learning outcomes associated with Twitter use in undergraduate marketing
courses. Journal for Advancement of Marketing Education, 20(2).
De Mooij, M. (2013). Global marketing and advertising: Understanding cultural paradoxes.
Sage Publications.
Hartley, R. F., & Claycomb, C. (2013). Marketing mistakes and successes. Wiley.
Idris, W. M. S., & Momani, R. A. (2013). Impact of environmental dynamism on marketing
strategy comprehensiveness and organizational performance. International Journal of
Business and Management, 8(9), 40.
Igbaekemen, G. O. (2014). Marketing intelligence as a strategic tool for competitive
edge. British Journal of Marketing Studies, 2(5), 17-34.
Jobber, D., & Ellis-Chadwick, F. (2012). Principles and practice of marketing (No. 7th).
McGraw-Hill Higher Education.
Wilson, A., Zeithaml, V., Bitner, M. J., & Gremler, D. (2016). Services marketing:
Integrating customer focus across the firm. McGraw Hill.