Marketing Principles Report

This marketing report uses EasyJet as a case study to explore various marketing principles. Part A examines the marketing process, benefits and costs of a marketing orientation, macro and micro environmental factors influencing marketing decisions, segmentation criteria, targeting strategies, buyer behavior, and new product positioning. It also delves into product development for competitive advantage, distribution arrangements, pricing strategies, promotional activities, and additional marketing mix elements. Part B focuses on the marketing mix for different consumer segments, developing marketing plans for B2B and B2C markets, and highlighting the differences between international and domestic marketing. The report concludes with a comprehensive list of references and a brief section on foreign expansion decision-making.

Marketing principles

Table of Contents
INTRODUCTION...........................................................................................................................3
PART A...........................................................................................................................................4
1.1 Various elements of the marketing process...........................................................................4
1.2 Benefits and costs of a marketing orientation........................................................................5
2.1 Macro & Micro environmental factors which influence marketing decisions......................5
2.2 Segmentation criteria to be used for product in different market..........................................6
2.3 Targeting strategy for the selected product/service...............................................................7
2.4 Influence of buyer behaviour on the marketing activities in different buying situations......7
2.5 New positioning option for the product /service...................................................................7
3.1 Ways in which the product are developed to sustain in competitive advantage....................8
3.2 Different distribution arrangement to provide customer convenience..................................8
3.3 Pricing strategy to reflect organization's objectives and market conditions..........................9
3.4 Integration of promotional activities to achieve marketing objectives..................................9
3.5 Additional elements of marketing mix..................................................................................9
PART B.........................................................................................................................................10
4.1 Marketing mix for the two different segments in the consumer marketing........................10
4.2 Developing marketing plan for B2B and B2C....................................................................10
4.3 Difference between international and domestic marketing.................................................13
REFERENCES..............................................................................................................................16

INTRODUCTION
Marketing principle is one of the important aspects that states the various ideas through
which product and the services can be easily provided to the people as per their needs. This
principle states a proper framework that need to be adopted by the organization in order to meet
the specifications of various customer groups (Hellsten and Klefsjö, 2000). This report critically
examines the various aspects of marketing activities that help organization to understand the
needs of targeted customers and meeting those needs with the help of specific strategies which
also benefit the overall functioning of the particular organization. For better understanding of
this report, Easyjet has been chosen to evaluate the various perspectives in order to make
decisions which are influenced by different factors.
PART A
1.1 Various elements of the marketing process
There are various elements which determine the process that is used to analyse the needs
and requirements of customers in order to satisfy them. Elements of this process are discussed
below as:
Situation Analysis: Airline industry is vast and consists of huge competition in the
market. In order to sustain and survive in this industry, situational analysis is needs to be
considered by Easyjet. It includes the analysis of internal and external environment that put its
impact on the business activities. Along with this, this helps to properly understand the overall
functioning of Easyjet.
Marketing Strategy: With the help of analysing the present situation of Easyjet, various
marketing strategies such as positioning, targeting and segmentation will be adopted in a proper
way in order to meet the needs of customers to whom they are serving (Cullen, O’Connor and
Mangan, 2004).
Marketing-Mix Decisions: This involves a proper detailed analyse of various aspects
which relates to the marketing mix decisions in order to perform various actions related to
different element such as product, place, price and the promotion.
Implementation and Control: As the process of marketing is properly formulated all the
various changes are identified and planned. They are implemented and properly monitored in
order to analyse the needs of the customers fulfilled and will help Easyjet to sustain in long run.

1.2 Benefits and costs of a marketing orientation
The benefits and costs determine the overall functioning of Easyjet as various approaches
influences the functioning which is carried out in order to meet the needs of the customers. The
decision in order to enhance the performance is based on the various approaches. In order to
function in a dynamic work environment they adapt the market orientation approach to
determine the benefits are discussed below:
Customer Centric: Easyjet is very customer centric as it ensures to fulfil the demands and
wants of customers as per their specification. Along with this, it is focused on providing the best
services to its customers.
Making Customer benefit: Easyjet adapt a proper strategy to provide better benefits to its
customers in order to retain them for a long run and render various benefits which help them to
fulfil their needs.
Cost incurred due the market orientation of Easyjet is stated below
Comprehensive and costly: This approach is very costly and huge cost is needed to
evaluate the entire market in order to meet the needs of customers (Bechtel and Squires, 2001).
Deficiency in making predictions: Easyjet is not effective enough to make the predictions
regarding the wants of the customers due to their diverse behaviour and that lead to affect the
overall functioning of company as well as satisfaction level of customers.
2.1 Macro & Micro environmental factors which influence marketing decisions
Marketing decision involves various types of factors which influence the working of Easyjet.
These are as follows:
Micro environmental factors:
Employees: They are the important factor who carries out the effective work in order to
meet the unfulfilled needs of customers. Easyjet’s employees ensure to provide the best services
to the customers as per their requirements.
Customers: Customers are the main players of every business. Therefore, various types of
services along with high quality are provided by Easy jet to its customers in order to retain and
serve them for a long run.
Competitors: Easyjet properly analyses the competitor’s strategies and adopts effective
strategies to compete with other airlines in order to gain competitive advantage.
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Shareholders: In order to expand the level of functional criteria, Easyjet build a good
relationship with stakeholders in order to attain huge profits and long sustainability in airline
industry.
Macro environmental factors:
Political factors: Easyjet is public limited company. So, it needs to involve each and
every aspect of various regulations and policies developed by UK government to carry out
business operation in a legal manner.
Technological factors: Technology advancement is expanding with a greater speed.
Therefore, it is essential for Easyjet to new technology in order to attract the customers through
fulfilling their needs.
Social and cultural factors: Customers have their set of beliefs and attitude which
influences the overall functioning of Easyjet as it has to serve customers by keeping in mind all
these aspects (Bibby, Bouchlaghem and Austin, 2003).
Natural Factors: These factors influence to a greater extent as changes arise suddenly
within the environment which affect the functioning of Easyjet.
Economic Factors: These factors determine the economic level which influences the
availability of resources related to the quality and prices which are essential to meet the
requirement of customers.
2.2 Segmentation criteria to be used for product in different market
It is the essential criteria which is used in order to segment the various products and
services which is being offered by Easyjet to the various customers who are flying with them in
order to ensure that they effective fulfil the needs of the customers. As Easyjet has various
diversified segments which ensure to provide the best services in order to meet the present as
well as the future needs of the customers and serve the motto that what they promise they serve
that to their customers. Easyjet have introduced transportation service in order to make it
convenient to the customer to reach the airport and drop them back to their destination (Lashko,
2007). This will help to generate more revenue and improve the standards of the services which
they are offering to the customers in order to fulfil their needs as per their requirement. As the
customers will reach airport in an easy and convenient manner.
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2.3 Targeting strategy for the selected product/service
Generally the airline industry is very large. There are various airlines which are operating
in this industry in order to serve the customer by helping them to reach their destination within
the specific period of time. Easyjet is an effective airline who operates in various countries in
order to serve the large customer base. They have the customer belonging to the different
category and with the different age groups. As people now a day’s prefer more easy and the
convenient ways to travel across the nation. Easyjet have introduced the transportation services
in order to make it easy for the customers. They have targeted the each segment of the customer
group to match their needs and fulfil it in an effective and efficient manner (D'Esopo, 2007).
According to this strategy, Easyjet was able to expand the customer base as they have provided
the best services to the customers. As they are very customer centric they ensure that the
customer is provided with the best services.
2.4 Influence of buyer behaviour on the marketing activities in different buying situations
The behaviour of the buyer is influenced at a greater span as the behaviour diversify
from person to person and it is essential that it is effectively evaluated in order to perform the
various activities which help to fulfil the needs of the buyer. There are various issues which are
raised by the buyer which affects the overall operations of Easyjet. The buyer behaviour in the
different situation is stated below:
Straight re-buy: This is the situation in which the customer specifically knows about its
needs and the requirement. In order to fulfil them Easyjet adopt the front desk service so that
buyer can inform about their specific requirement and Easyjet can make the services available to
them so that the buyer does not select the alternatives.
Modified re-buy: As per the frequent changes in the market trends the needs of the buyer
are also modifying at a greater speed. Easyjet properly analyze the requirement of the customers
and make the necessary modification in their transportation services and the various other
services in order to serve the customers in long run (Rosenbloom and Dimitrova, 2011).
2.5 New positioning option for the product /service
Positioning option help the organization to become more attractive and help them to
acquire a large customer base. Easyjet adopt the various strategies in order to build up the strong
position in the market in which they are offering the various services in order to serve the
customers for the long run. Easyjet have adopted the advertising strategy in order to make the
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customer aware of the new service which is being introduced by them as it helps effectively
adopt the various options to serve the customer as per their needs specifications. It adopts the
experimental positioning option to make the customer aware about the various services which is
offered to them. As they modify their work criteria it help them to increase their customer base
as they are made available with easy and convenient facilities at the door step (Tapp and
Spotswood, 2013).
3.1 Ways in which the product are developed to sustain in competitive advantage
In the present scenario, Airline industry is bring the innovation at a greater speed they are
adapting various techniques and procedure. The properly develop the various tactics in order to
sustain in the competitive advantage (Metcalf and et. al., 2012). Easyjet has adopted the
innovative technique by enhancing the quality of the services which they are offering to the
customer who are flying with them. As British Airways is the biggest competitor of Easyjet so
they have enhances the quality of services such as food and the on the board services to sustain
in long run in the airline industry. Easyjet has also diversified in the service sector by providing
the transportation services to the customers in order to be convenient for them as the customer
has the ease to reach their destination.
3.2 Different distribution arrangement to provide customer convenience
There are various channels through which the services can be rendered to the passengers
who are flying with them in order to fulfil their needs as per their specification. Easyjet make the
proper arrangement regarding the services which they are providing to the passengers. The
customer can easy book the cab online while they are booking their tickets in order to reach the
destination by flying with Easyjet. They are directly tied up with the different transport
companies to provide these services to the passengers who are flying with them (Carter and et.
al., 2013). With the help of the various transport companies Easyjet provide the service to the
passengers in order to ensure that they have the ease to reach their destination as they does not
compromises with the facilities which they are offering to the passengers. This ensures that
Easyjet is an efficient service provider in context to the various services which it offers to its
passengers and effectively accomplish its passion.
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3.3 Pricing strategy to reflect organization's objectives and market conditions
Pricing strategy is determined by keeping in mind the objectives and conditions which
specifically reflect the market scenario in which Easyjet is operating. They adopt the competitive
pricing strategy in order to sustain in the huge competition which prevails in order to meet the
needs of the customers.
Easyjet adopt the premium pricing strategy to set the prices in order to provide the
premium quality of the services which they are offering to the passengers by keep in mind their
need specifications. These pricing strategies ensure that the passengers are highly satisfied and
the objectives are attained in an effective and efficient manner (Bendall‐Lyonand Powers, 2003).
This also reflects the positive impact on the market conditions of Easyjet as the passengers are
happy to stay with them.
3.4 Integration of promotional activities to achieve marketing objectives
Now a day’s promotion is the best strategy which is being adopted by the various firms in
order to expand and grow. Easyjet is the largest airline which is operating in United kingdom and
it integrates the various promotional activities to achieve the marketing objectives by organizing
the various contest they offer various effective vouchers which include the tour packages at a
very affordable price and they also involves various promotional gifts such as discount which is
provided by Easyjet on the tickets in order to expand the customer base. They specifically keep
in mind the requirements of the customers while integrating the promotional activities in order to
meet the marketing objectives (Nando Malmelin, 200
3.5 Additional elements of marketing mix
The airline industry is quite vast it includes various elements which determine the overall
functioning of Easyjet. It includes the people as they are the essential aspect which determines
the overall functionality of it. They ensure to provide the best services to the people who are
travelling with them (Cant, Strydom and Jooste, 2009). They include the proper packaging of the
food which they are offering in their airline to the passengers who are flying with then and also
involve the proper facilities which they effectively ensure to meet the overall objectives of
Easyjet. They adopt an effective procedure to fulfil the needs of the passengers in an effective
and efficient manner.
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PART B
4.1 Marketing mix for the two different segments in the consumer marketing
Marketing-Mix Business class Economy class
Product They offer the product as per
their standard.
The products and the services
are offered as per their
standards
Price Premium quality of price is
determined in this.
Normal pricing is done so that
it is affordable by the people.
Place They try to meet the various
destinations of passengers
(Bowman and Gatignon,
2010).
They specifically provide all
the aspect at a single place
Promotion They promote it by offering
various offers which are very
standardized.
They offer are made by
keeping in mind the needs
specification.
4.2 Developing marketing plan for B2B and B2C
Foreign expansion decision:-
A company which is interested in foreign expansion must make 3 decisions
1. Selection and evaluation of country in which product is to be launched - We will evaluate
different countries on the basis of following points.
 Nation with the potential of long run profit – Here we will compare
- Size of market
- Purchasing power of the people of the country
- Growth rate of the economy
 Cost and Benefit analysis – Expenditure to be incurred should be always less then
revenue to be earned and ensure that the particular country has stable inflation rate.
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Countries having unstable inflation rate will increase/decrease the cost abnormally.
Which will ultimately affect the profitability of the company?
 Analysis of proposed product which is to be launched -
- Suitability of the product for market
- Nature of competition
Product should satisfy unmet need of consumers. If a product is new to consumer then
vendor has additional advantage of charging higher prices.
2. Time of entry:-
 Early entry – Company should enter the foreign market before the other foreign
companies.
3. Scale of entry:-
 Large scale entry – It is feasible only when company has huge resources available.
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SCAN THE COUNTRIES
CHOOSE AND WEIGHT VARIABLES
COLLECT DATA FOR VARIABLES
USE TOOLS TO COMPARE ALL THE ALTERNATIVES
SELECT THE COUNTRY WHOSE SCORE IS MAXIMUM

– It is almost impossible to reverse the decisions that have long term
impact.
 Small scale entry – When company needs time to learn about the market.
 Difficult to build market share.
B2B Marketing B2C Marketing
1. Here buyer will purchase your product for use
in their companies.
2. B2B marketing focus on logic of the product.
3. No emotion is involved during the purchasing.
4. Few distribution channels are available.
5. Marketing message will focus on how product
will save time, money and resources.
6. A contact for a B2B purchase lasts for several
months or years.
7. Prices of the product may vary from customer to
customer.
8. In B2B company can offer customized products
according to the specifications demanded by
customer
1. Here consumer wills your product for his
personal use.
2. B2C marketing focus on benefits of the
project.
3. Emotion is involved during the
purchasing
4. Consumer demands variety of
distribution channels for their convenience
5. Consumer is not interested in lengthy
marketing messages.
6. B2C cycle lasts for few minutes.
7. Each and every customer will pay the
same price for the product.
8. In B2C company offer standard product
to each of its customs. .(Cant , Strydom and
Jooste,2009)
9. In B2C client seeks attractive deals and
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9. In B2B client seeks efficiency and expertise consider entertainment factor. Here
consumers are targeted on the basis of
emotional factors. (Whether by status,
desire or hunger)
4.3 Difference between international and domestic marketing
BASIS DOMESTIC MARKETING INTERNATIONAL MARKETING
DEFINITION
Role of politics
Languages
Currencies
Familiarity
Risk involved
Documentation
Marketing practices adopted by
marketers within the home country.
Political factors are not much important.
Only one language.
It involves exchange of same currencies.
It is well familiar
It involves less amount of risk.
It is subject to less documentation
Here company designs various activities to
plan, price, promote and direct the flow of
company's goods in more than one
country.
Political factor plays an important role.
More than one language
It involves exchange of different
currencies.
Foreign market is unfamiliar therefore
research is essential
It is subject to high risk. For example –
political risk, foreign exchange risk, bad
debt risk.
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Culture
Government
interference
Competition
Culture is not to be considered.
Interference of government is minimum.
Competition is not intense as compared
to international marketing.
It has to maintain very complex
documentation.
Trading should be done after considering
the culture of foreign country
Company has to adhere various types of
rules and regulations. High degree of
government interference.
It involves throat cutting competition.
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REFERENCES
Books and journal
Bechtel, L. R. and Squires, K. J., 2001. Tools and techniques to facilitate change. Industrial and
Commercial Training. 33( 7). pp. 249 – 255.
Bendall‐Lyon, D. and Powers, L. T., 2003. The influence of mass communication and time on
satisfaction and loyalty. Journal of Services Marketing. 17(6). pp. 589 – 608.
Bibby, L. Bouchlaghem, D. and Austin, S., 2003. Design management in practice: testing a
training initiative to deliver tools and learning. Construction Innovation. 3(4). pp. 217 –
229.
Bowman, D. and Gatignon, H.,2010. Market Response and Marketing Mix Models: Trends
and Research Opportunities. Now Publishers Inc.
Cant , C. M., Strydom, W. J. and Jooste, J. C.,2009. Marketing management. Juta and
Company Ltd.
Carter, H. and et. al., 2013. Communication during mass casualty decontamination: highlighting
the gaps. International Journal of Emergency Services. 2(1). pp. 29 – 48.
Clarke, I., 2005. Global Brand Strategy: Unlocking Brand Potential across Countries, Cultures
and Markets. Journal of Product & Brand Management. 14(2). pp. 137 – 137.
Cullen, J. O’Connor, M. and Mangan, J., 2004. Matching management tools and techniques with
management challenges. Strategy & Leadership. 32(3). pp. 27 – 30.
D'Esopo, M. Almquist, E., 2007. An approach to mastering the marketing mix. Business Strategy
Series. 8(2). pp. 122 – 131.
Hellsten, U. and Klefsjö, B., 2000. TQM as a management system consisting of values,
techniques and tools. The TQM Magazine. 12(4). pp. 238 – 244.
Lashko, G., 2007. Techniques, tools and strategy. Housing, Care and Support. 10(1). pp. 2 – 5.
Metcalf, L. and et. al., 2012. A mixed‐methods approach for designing market‐driven packaging.
Qualitative Market Research: An International Journal. 15( 3) pp. 268 – 289.
Nando Malmelin, N., 2007. Communication capital: Modelling corporate communications as an
organizational asset. Corporate Communications: An International Journal. 12(3). pp. 298
– 310.
Rosenbloom, B. and Dimitrova, B., 2011. The marketing mix paradigm and the Dixonian
systems perspective of marketing. Journal of Historical Research in Marketing. 3(1). pp.
53 – 66.
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Tapp, A. and Spotswood, F., 2013. From the 4Ps to COM-SM: reconfiguring the social
marketing mix. Journal of Social Marketing. 3(3). pp. 206 – 222.
Online
Kokemuller, N.,2004.Advantages & Disadvantages of Having a Marketing Orientation in an
Organization.[Online]. Available through :<
http://yourbusiness.azcentral.com/advantages-disadvantages-having-marketing-
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