An Analysis of Marketing Principles and Practices: The Ford Company

This report provides an in-depth analysis of Ford's marketing principles and practices. It begins by defining marketing's importance and its role in organizational success, using Ford as a case study. The report explores customer touchpoints, including interactions with company representatives, product reviews, and customer support channels. It then examines Ford's digital platform promotions, such as website and social media strategies, alongside third-party promotions like newspaper advertisements and articles. The report also delves into promotional strategies, specifically focusing on push and pull marketing approaches and effective communication strategies. Overall, the report offers insights into how Ford utilizes various marketing techniques to engage customers and achieve its business objectives, highlighting the importance of customer relationships and promotional effectiveness in the competitive automobile industry. This assignment is contributed by a student to be published on Desklib, a platform that provides AI-based study tools for students.

Principles and Practices of
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Customer touch point...................................................................................................................3
Digital platform promotion:.........................................................................................................4
Third party promotion:................................................................................................................5
TASK 2............................................................................................................................................6
Push and pull promotional strategy.............................................................................................6
Communication strategy..............................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES................................................................................................................................1

INTRODUCTION
Every organisation is bonded by effect of opportunities and objective that serves to be the target
for it work force. Marketing is said to be one of the major essential for the target to be achieved.
Whatever kind of industry the organisation is working in the marketing world its focus is upon
the principles and basics of marketing (Pride and et.al, 2017). Marketing on a whole is defined as
one of the major tools to meet customers with regards to the products and the service that are
offered by the organisation. Marketing is an essential factor and therefore the principles are to be
analysed in a certain way that will include all the prospects of growth and which will increase the
trajectory. The report deals with the marketing principles which will put forth the different ideas
and strategies that are adopted by the company. The company that is taken in this regard is Ford.
Automobile industry said to be one of the major boon in the market world. The different
marketing principles that are associated with the Ford company are being defined in this report.
The ford companies established in the year 1903 with headquarters and Dearborn.
TASK 1
Customer touch point
The customer touch point is defined as the interaction of customers along with the staff of the
company (Gbadamosi, 2019). Ford company is one of the most authentic automobile industry
which manufactures almost all the designed cars that exist in the marketing race. Ever since the
company is established the terms and policies of the organisations are such that its management
defines its customers as one of the crucial components for the growth of the company. The touch
point acts as a source of mediation between the customers as well as the employee of the
company that is dealing with them. In other words it is to be defined as to stay in contact with the
customers and let the customers know complete details of the company. The different touch
points are as follows:
Conversations with company representatives: The ford company is said to be visited by
almost many customers on a yearly basis. Therefore the staff is trained in such a way that every
customer that approaches the company will be treated from the beginning till the purchase with
regards to all the knowledge that is required for them. The customer interaction is maintained by
the employees where they will guide them at regular intervals of time about the decision of
purchase. The client will in return enquire about all the prospects in regards to the Purchase over

a long run (Hasan, 2019). This method is considered to be one of the crucial of maintaining
touchpoint with the customer.
Reviews of product: product reviews are considered to be a common factors and is followed by
almost all the organisations in the retailing as well as automobile industry. In case of automobile
industry this is said to be one of the important factor that is taken care by the organisation. The
ford company emphasizes upon maintaining customer reviews and it considers it to be one of the
touchpoint. There is a manual collection of customer review as well as an online basis (Palmatier
and Crecelius, 2019). Through this particular approach the ford company maintains an
interaction with its customer and with the feedback that is attained the company strives to
provide better services in future.
Customer support channel: The customer support channel is considered to be one of the modes
of communication between the client and the employee. In the customer support channel every
problem that is raised by the customer is being encroached upon by the concerned employee and
therefore with this particular feature the company maintains a touchpoint with employees on a
regular basis. The treatment the company offers to its customers will never cease to miss them.
Digital platform promotion:
Promotion is said to be one of the major components of getting into the marketing world.
Although there seem to be a great product that is being launched by the company in case if it is
not reaching to the people and remote areas then there can be no possibility of growing. The
growth of the company depends upon the amount of promotion it inhibits in order to reach
people in the remote areas. There seems to be greater opportunities of reaching people and
greater depths of promotion that is available everywhere (Kurthakoti, 2019). Every automobile
company is said to be maintaining a proper website in which they depict their products as well as
the terms and conditions. The various promotional techniques that are inhibited by different
companies will promote their products in the best way possible there are many techniques to
promote product. The ones that are used by Ford are:
Website: almost every company is in the age of development. that for every one star get is to
build a proper website with its human being accessible to everybody around. the food company
also maintains a proper website will stop a website will defeat information with regards to every
product and every manufacture that is being dam in the company. every minute details with
regards to customer complaints and reviews are put forth in the website. when ever there is a new

launch of any product that will be depicted and people will come to know at a glance. there are
different people who opt for visiting website on a daily basis in order to seek information. The
fast growing Technology has given one of its component internet where people can browse
everything they intend to be false top most of the people prefer visiting websites upon so attend
researchers regarding the product. The customers that are interested in purchasing can contact the
companies through the contact details that are provided in the website.
Social media: social media channel is the most reputed channel of promotion nowadays. People
from every remote area are said to be using social media in a drastic minor. There seems to be a
hectic overlaps of people that are using social media accounts there are different accounts that
are dealing with different social media aspects. Companies are using this tool as a source of
promotion. Whatever is being depicted in social media is reaching people in no time. The
amount of lights and the amount of insights that are received for a particular post that is being
done by the organisation will decide the number of people that went through the promotion. The
company Ford maintains one of its social media accounts which is an official one where the
management keep posting every update regarding the product. The features of the new product
launch will be depicted in the social media along with its price such that interested candidates
will get in contact with the company officially. For those who cannot visit the company
physically the social media will serve as a purpose of communication and the company will get
through the promotion as well.
Third party promotion:
Any promotion other than the ones that are employed by the organisation as well as the
customers is referred to as the third party promotion. The different third party promotions will
include newspapers and articles and there are many sorts. The third party promotions will reach
different areas where people can get to know the aspects and the news related to products and
services (Palmatier and Crecelius, 2019). For the company Ford the third party promotions are as
follows:
Newspaper: Newspaper is one of the frequent modes of communication of the company with its
customers. The newspaper does the promotion and the way the company offers. There seem to
be different advertisements and brochures that are attached in the newspaper such that people
will get to know the various aspects that are related to its products. Few people may not be aware
of the digital platforms. There are people who usually follow newspaper and for them this

information will serve to be one of the greatest source. The product along with its description
will be depicted in the newspaper whenever there is a launch. Seasonal offers are also being
highlighted which will help to draw customers.
Articles: One of the most authentic forms of promotion as through articles (Philip, 2017). There
might be different means that are introduced as new modes of promotion yet particles remain as
those old attainable sources of promotion that are most preferred by the population. Articles are
said to draw the attention of every client and therefore the company Ford will highlight the
different aspects and features of its product through an article. A definite description will draw
the eye of the reader. Therefore, the company never cease to highlight the points in order to draw
their clients. Through articles the company focuses upon reaching people and make them realise
the beauty of the product. Through articles the company reaches the purchases and targets
sometimes.
TASK 2
Promotional strategies are seemed to be playing a havoc in every industry nowadays. The
automobile industry is considered to be the most feasible industries and the most revenue
generating one. Upon emphasizing the rules and regulations of the organisation promotion has
reached a perk of getting benefits and drawing the customer's attention towards the fact that they
need to grab their appetite in order to know their major details upon proceeding further
interaction. The different promotional strategies that are being employed upon the company Ford
in order to maximize their customer base are explained below. This will bring forth the strategies
upon which the company is relying upon since many years of its approach. There seems to be
different categories upon every subcategory and that will bring forth the essence of promotional
strategies.
Push and pull promotional strategy
Pull marketing is a way of inviting customers according to their deliverance (Pizarro Milian,
2017). It is giving priority to the entire entity of customers where in written the organisation and
the management can get a better start. This is considered to be one of the traditional method that
is creating a havoc nowadays. That seems to be greatest companies that are taking part in the
push and pull marketing strategy where the basic needs of the individual are met by prioritising
their choices. In this manner the organisation can win more customers and in return they can also
increase the number of sales. The push and pull strategy is said to be the opposite ends of gravity

and this creates an Emphasis upon the customer relationship. While dealing with product as well
as this is their needs to be a certain relationship that is to be maintained between the management
and the customer. The push and pull strategy is such kind where the marketing entity will focus
upon the marketers tries that emphasize upon its customers. That seems to be a great a
communication and a page that is developed between the marketing as well as the customer base
(Agila and Arumugam, 2018). This pace is essential for every industry in order to make the best
out of the lot. Instead of using triggers of sale it is better to establish and emotional
understanding and that will lead for a long-term connectivity between the employee as well as
the organisation. Push and pull marketing promotional strategies that are employed by the
automobile industry is said to be dealing with different aspects in the business environment.
These two strategies were established upon aiming for flexibility which will in return receive
responses that are unconditional. These two strategies seems to be the most auspicious testing
strategies that are unfolding at regular intervals of time. There seems to be a balance that exist
between the Ford companies management as well as its customers. There seems to be a good
ground that has been achieved by the forth company upon expanding its base by using the push
and pull promotional marketing strategies (Pembi and et.al, 2017). This seems to be helping the
company in order to shape its circumstances in the way they are to deal with in automobile
industry. There are barriers that invest in the race and one companies competing with another
this push and pull strategy will develop and opinion regarding the company's prospective in the
minds of the customers and therefore will act like a fuel upon expanding its boundaries into
future. Every company has got corporate boundaries that will determine their customers. All of
this seems to be one of the most sophisticated means upon dealing with the customer at the
company's marketing strategy will shape it in such a way that will hardly balance the
negotiations of dealing with. The push strategy that is adopted by the organisation will create
facilities that will turn to be a wonderful asset for the markets which are prospering nowadays.
The push marketing promotional strategy will create a vision that is regarded to be a virtuous one
in the competitive market (Iqbal and et.al, 2021). the capacity of the company is set to
experience a gradual increase with respect to the mature markets that our existing. There seems
to be a kind of fragmentation that is happening and media with the rise of media cost and the
inability to produce things upon the distribution channels is said to be a major thing that is to
deal with nowadays. Therefore, the push strategy will overcome all the segments and will

increase the customer base to the company upon making a good amount of purchase that are
required for the company.
Communication strategy
Communication is said to be playing a key role in promotional strategy. Every organisation as a
part of promotions the same to communicate with most of its customers. this seems to be a boon
to every organisation since they seem to be a pace that is developed between the customers as
well as the management. Therefore in regards to this Communications strategy the ford company
which is one of the most flourished automobile company in today's marketing world emphasizes
upon conversation communication strategy which it focuses upon. The conversation method of
Ford company brings forth a unique technique which will elaborate the statement of Ford
(Anunobi and Ape, 2018). They are as follows:
Family: The company in this aspect focuses upon more of the customers family where they will
get to know different aspects of this scenario that is taking place in their family. Knowing the
interest of what they are actually liking will get to understand their desire as well as the company
is benefit since there can be more information that is gathered through an interaction that is
derived from the family.
Occupation: A successful conversation will bring forth the details of occupation of the
customer's. Therefore upon the successful conversation communicational strategy that is being
adopted by the company for the occupation details of its customers will be derived upon which
they can interact with their customers and explain the norms and policies of the organisation.
Recreation: as a part of communication strategy the next reason upon the conversation that is
derived between the company Ford as well as its customers is the recreation policy. As a sector
of recreation the company emphasizes upon deriving details about the likes and desire of its
customers true recreational method. Expansion of their ideas will probably lead to a greater pace
that can be exchanged between the employee as well as its customer (Tripathi and et.al, 2018).
Therefore this conversation seems to be more interactive and will result in an interesting
dominion once the employees in the organisation get to involve in serious talks about recreation
policies with their clients.
Dreams: This seems to be one of the most confidential factor since the company Ford is known
to be one of the richest and most flourished and therefore the clients that enter into this company
are seem to be very confined to their boundaries and not much information about their dreams

can be derived. The professionals as well as the officials that enter into the organisation seems to
be more confident yet the company takes a step ahead in order to explore the dreams upon which
they can build their choices. Through this particular interaction they can get to know more about
their clients and therefore there can be a pace that is developed between the customer and the
management.
CONCLUSION
The entire report draws to the conclusion about highlighting the aspects of promotional strategies
in the company that is adopted in the report. The Ford company is considered to be one of the
most flourished automobile company in the computing word at present. There seems to be
different challenges that are associated with striking into the world is what is being depicted in
this report. The report highlights the promotional measures that are mostly adopted as well as the
methods of promotion which will help to analyse the essence of the promotion and how
important it is to derive the means of promotion for every organisation. It also explains that
every organisation is bound to its policies and every policy will determine its customer base. The
different methods of promotion will highlight the essence of the measures that are taken by the
company Ford. The different promotional strategies that are adopted in this regard will help to
analyse how the company is moving ahead as one of the best competitors in the automobile
industry. Communication is said to be one of the key role and knowing the information about the
customers as what is being depicted in this report. Also such that the push and pull promotional
strategy that is adopted by the company will allow it to gain maximum response by which the
company can flourish in the upcoming days.

REFERENCES
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pp.5-26.
Philip, 2017. Principles of marketing. Pearson higher education.
Pizarro Milian, 2017. What's for sale at Canadian universities? A mixed‐methods analysis of
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Agila and Arumugam, 2018. A Study on effectiveness of promotional strategies at Prozone mall
with reference to visual merchandising. International Journal of Innovations in Scientific
and Engineering Research. 5(6). pp.47-56.
Pembi and et.al, 2017. Impact of sales promotional strategies on organizational performance in
Nigeria. European Journal of Research and Reflection in Management Sciences Vol. 5(4).
Iqbal and et.al, 2021. Promoting sustainable construction through energy-efficient technologies:
an analysis of promotional strategies using interpretive structural modeling. International
Journal of Environmental Science and Technology, pp.1-24.
Anunobi and Ape, 2018. Promotional Strategies for Open Access Resources Discovery and
Access. Webology. 15(1).
Tripathi and et.al, 2018. A study on Promotional Strategies for e-marketing. International Journal
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Online
Promotional Strategies: [Online]. Available through: <What are Promotional Strategies? 10
Types of Promotional Strategies (marketing91.com)>
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