Marketing Principles: Applying Marketing Strategies Report

This report delves into the core principles of marketing, examining various elements of the marketing process, including market segmentation and the marketing mix. It analyzes the impact of micro and macro environmental factors on marketing decisions, and explores different segmentation criteria and targeting strategies. The report also investigates buyer behavior in various buying situations and discusses product positioning to sustain competitive advantage. Furthermore, it covers product development, distribution strategies, pricing, and promotional activities, as well as the extended marketing mix and the differences between marketing products and services to businesses versus consumers, and international vs domestic marketing. The report aims to provide a comprehensive overview of marketing strategies and their practical applications.

MARKETING
PRINCIPLES

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Various elements of the marketing process..........................................................................3
1.2 Evaluation of benefits and cost of marketing orientation.....................................................4
TASK 2............................................................................................................................................4
2.1 Macro and micro environmental factors influence marketing decisions..............................4
2.2 Segmentation criteria used for products in different markets...............................................5
2.3 Targeting strategy..................................................................................................................5
2.4 Buyer behaviour influence marketing activities in various buying situations......................6
2.5 New positioning for selected product...................................................................................6
TASK 3............................................................................................................................................7
3.1 Products are developed to sustain competitive advantage....................................................7
3.2 Distribution is arranged to provide customer convenience...................................................7
3.3 Prices are set to reflect an organization objectives and market conditions...........................8
3.4 Promotional activities is integrated to achieve marketing objectives...................................8
3.5 Additional elements of the extended marketing mix............................................................8
TASK 4............................................................................................................................................9
4.1 Marketing mix for two different segments............................................................................9
4.2 Differences in marketing products and services to businesses rather than consumers.......10
4.3 Difference between international and domestic marketing................................................10
CONCLUSION..............................................................................................................................10
REFERNCES ................................................................................................................................12

INTRODUCTION
Marketing is a platform where buyers and sellers meet with each other for final consumption of a
product which means this term describes the study of management of exchange relationships in
between buyers and sellers. Simply marketing is the term which describes the various marketing
strategies by satisfying the customer or overall society with the innovative and creative products
at a market place(Abdullah, 2010). Basically marketing covers all the essentials internal and
external factors exist in the marketing process it means these factors have a greater influence on
the marketing strategies of the organization by achieving their goals and targets. In fact
marketing also shows the segments of different markets according to the demand of the
customers in different-different market for example oligopoly market, monopolistic competition,
perfect competition market etc. In simply marketing is a word which signifies all the activities
and task which take place in a market between sellers and buyers comes under this term.
TASK 1
1.1 Various elements of the marketing process
Marketing process is the appropriate procedure of achieving the target of the marketing
which means it explains the appropriate process adopted by the organization to attain their
marketing objective by promoting their products by using accurate and applicable method of
promotion. Various different elements of the marketing process are :-
 Market segmentation :- Market segmentation is the term which shows the division
of market according to the demand of the customers in the market( Ismail Ahmad,
2010).
 The marketing mix :- Marketing is the very essential elements of the marketing
consist of all the indispensable element in product promotion or for final
consumption. Marketing consist of place, product, promotion , place, physical
evidence, price.
 Planing :- planning is very much important in marketing to avoid mistakes and
errors by maximizing profit with introduction new and advanced products for the
society(Armstrong, and et. al., 2014).
 Market research:- Marketing also one of the very effective strategy and act as a
very useful for the organization because research is the tool through which

information and data collected appropriately which is very useful in decision
making process of the market.
So different-different elements have their own positivity which may help the overall organization
to attain their goals and targets(Bühler, 2015).
1.2 Evaluation of benefits and cost of marketing orientation
The benefits and cost of a marketing orientation for Mc. Donald is mainly depend upon
the planning and strategies adopted by the organization to achieve their target. In fact they follow
the function of 4p's for their organization betterment or to get positive results before launching of
new product. Basically they are very much worried about their marketing strategies by spending
cost or capital in the marketing orientation for the better and instant result which may act as a
very effective tool and useful while introducing of innovative product. Apart from this marketing
orientation also helpful in understanding the current marketing situation for choosing best
possible alternatives for the Mc. Donald. This company believes in spending cost on marketing
orientation to get aware about the market competition or to know the change in taste and
preferences of the customer or overall society(Nufer, 2015). In fact to attract new and foreign
customers an organization must update with all the relevant information and data required while
manufacturing of a product. Appropriate market study is very indispensable for the organization
bright future as it explains accurate study about the recent trends.
TASK 2
2.1 Macro and micro environmental factors influence marketing decisions
Micro and macro environmental factors have a greater impact on the marketing decisions
of the organization because these factors are very much related to the marketing terms. Micro
environment are the factors which have direct impact on society and various macro environment
factors are politics, technological development, economic growth, social behaviour and legal
aspects which influence the overall marketing decision due to their broad concept and broad
nature(Challagalla, 2014). Simply macro environmental shows the pestle analysis which act as a
very useful for the organization whereas micro environment explains the strength, weakness,
opportunities and threats of the organization and these factors also influence the decision making
process because both the term macro and micro environment help the Mc. Donald to get aware
about their overall factors which is very useful in decision making process. Apart from this pestle

analysis and swot analysis act as very useful tool for completion of activities and task in the
organization as it shows the accuracy by actual estimation with the help of appropriate data and
information(Murtha, 2014.).
2.2 Segmentation criteria used for products in different markets
Market segmentation is a very effective criteria to achieve the overall target of the
organization because of their advantage due to the product differentiation. Basically every
market used appropriate method or technique of for product so that targets are achieved by
attracting all the individuals and every income group people. Segmentation is somehow plays a
very effective role in different markets by adopting various effective policy for the organization
in different market( Dann, 2010). Apart from this Mc. Donald try to establish a attractive
strategy for smooth running of all the markets by attaining their goals and objectives of the
different markets by introducing new and creative ideas at market place. In other words
segmentation however take place just to divide the market according to the product or demand of
product by different income group peoples. Mc. Donald use various effective and attractive
criteria of segmentation to achieve their target group by making products according to the
demand of customers(Sisodia, 2015).
2.3 Targeting strategy
Targetting strategies are the appropriate planning of various effective method or
technique to achieve the target of the market. Targeting strategy is the term which explains the
appropriate policy prepared by the organization to achieve the target or goals of the organization
by following rules and regulation. Mainly targeting strategy is made for particular market or in
response to the particular market by fulfilling the demand of the customers by manufacturing
qualitative product which my attract most of the client toward their products. Targeting strategy
are mainly started from selection of appropriate path by planning all the activities in effective
manner to avoid future errors and mistakes(Dollatabady, 2012) . Targeting strategy mainly
depend upon accurate steps started from planning, controlling, coordinating , cooperation
because this path of targeting strategy proofs as a very useful and resulted oriented. In other
words strategies are decided according to the demand of product strategy as planning is based on
type of product manufactured by the enterprise to attract customers. The main motive of
targetting strategy is to make strategies according to the types of product, size of the market,
growth in the market, price of the product or quality of the product.

2.4 Buyer behaviour influence marketing activities in various buying situations
Buying behaviour of the buyers have a greater influence on the marketing activities of the
organization due to the broad concept and broad nature as every organization either small or
multinational all of the enterprise try to understand their customers so that they can manufacture
the product according to their taste and preferences. Due to changes in behaviour of buyers
influence the existing strategy of the product as overall business is depend upon the customers
and different-different society(Amiri, 2012). Some of the factors which may affect the marketing
activities due the change in behaviour of buyers are:-
 Social media :- Social media plays a very effective role in the business marketing due to
change in customer choices because of emergence of advanced technology.
 Pricing :- pricing is one of the major factors due to which an organization may get loyal
customers by providing discounts and low prices.
Buying behaviour of the customers forced the organization to change the policies and products
due to the changing trends of the customers. Simply changes in customers choice resulted in
reforms in marketing activities due to the impact of buying behaviour of the clients(Bidmeshk,
2012).
2.5 New positioning for selected product
Effective product positioning is very indispensable for the organization for the success of
specific product. Mc. Donald introduced a new vegetarian burger by enhancing their taste with
the use of various tasty ingredients to attract their customers with their new and creative product.
Marketing strategy consider the appropriate segmentation, targeting and positioning to obtain
the positive result which means strategies are mainly made to enhance the quality of the product
by applying appropriate procedure of the positioning in a effective manner. In other words
product positioning shows the winning of hearts of different-different customers and overall
society by fulfilling their demand according to their taste and preferences(Frederiksen, 2013). To
attract customer for vegetarian burger an organization need to follow the appropriate policies and
ideas to introduce the product at a market place. Simply launching of new product requires lots
of essentials elements and factors before establishing of new product. Apart from this
positioning also describe the market condition of a product by analysing the overall strategy for
organization. Basically it used the appropriate method and technique to understand the recent
market trend in a market by various competitors available in the market.

TASK 3
3.1 Products are developed to sustain competitive advantage
Sustainable competitive advantage are very much worried about their product by
allowing the organization for maintenance and improvement of the organization. Basically Mc.
Donald focus on their sustainable development by adopting various attractive technique to
survive with various competitors(Solomon, 2013). It means it help in gaining attention of
customers by the use of quality product at a market place with appropriate planning of the
organization. Apart from this due to the emergence of millions of the close substitutes of the
product increased in the competitiveness in the market due to the coming of new and creative
trends(Sandıkçı, 2011). Competitive advantage take place when cited company invent the same
beneficiary product but a cheap rate to catch the attention of the customers. In fact is shows the
advantage taken by the cited company by comparing with their competitors at a market place. In
other words various factors are available which may differentiate the product of Mc. Donald
from others because they believe in satisfying their customer with the quality product. Simply
competitive advantage enables the various firm to establish a superior value for their customers
with their superior profits( Brehony, 2013).
3.2 Distribution is arranged to provide customer convenience
Distribution is a term refers to the division of the work to provide customer satisfaction
by making task more easier by distributing the activities so that work may complete as soon as
possible. Mainly distribution is the part of marketing mix with motive of organizing the activities
is effective manner by following the appropriate path of distribution channel. Distribution
channel is the path or route from where products are gone through various distribution channels
for final consumption of a product. Distribution channel is the term conversion of raw materials
into finished products just to attain their target and goals by arranging all the activities for
customer satisfaction(French, 2010). In other words distribution is arranged to provide various
effective path or facilities for customer convenience. The main motive of the distribution is to
provide final products to the customers for the fulfilment of their demands according to their
needs and wants. At last distribution is the word which signifies the division of work into
different channels with proper or appropriate procedure.

3.3 Prices are set to reflect an organization objectives and market conditions
Prices plays a very vital role in achieving the target or objectives of the organization and
useful in changing the marketing condition of the organization. Basically products are defined on
the basis of prices because customers can select product according to the change in prices to
attain their organization objectives(Glassman, 2010). Quality of a products are defined by the
high or low price of the product because high price is the sign of good qualitative product or low
price is the sign of bad quality product as everyone thought that qualitative product requires lots
of various other quality substitutes product whereas bad quality product doesn't require any extra
cost while production process. Prices are depend upon the manufacturer cost as price of product
many decide by covering all the cost which may incurred while producing product so
organization consider all the essential cost and try to cover these cost while deciding price of the
product. In fact prices are the major factors which help the enterprise to achieve their set
objectives and throw lights on market condition by reflecting a recent condition of the
organization(Braun, 2010).
3.4 Promotional activities is integrated to achieve marketing objectives
Promotional activities act as a very indispensable tool to attain the target of the marketing
because promotion is a effective technique which was used to introduce product into market by
describing their quality and advantages of the product. In other words promotional tools are
advertisement, pamphlets, online advertisement , newspaper etc. through which an organization
can easily attain their goals and target by launching the product. Apart from this promotional
activities are very much effective and useful in achieving the marketing objectives because of
their broad nature and broad concept as it acquires lots of information and data which is very
useful in launching of product(Hershey, 2011). Simply promotional activities are very much
important for marketing objectives because marketing activities is the term mainly depend upon
promotions of product only by acquiring or adopting various method of promotional techniques.
Marketing activities covers all the activities and task started from collection of appropriate raw
materials and end with the converting these raw materials into finished products for final
consumption by product.
3.5 Additional elements of the extended marketing mix
Initially marketing mix consist of only 4p's that is place, promotion, price and product
but due to the increase in concept of marketing there is add up of 3 more p's in marketing mix to

better understand about marketing environment. Basically marketing mix extended with with
additional 3p's that is physical evidence, people and place as these three p's also very essentials
to understand the term marketing(Wood, 2011). By extension of marketing mix an organization
get maximum ways of performing marketing activities for more instant and positive result. These
three p's place, physical evidence and people act as very useful resources in the organization and
also help in understanding the recent changes and trends existing in the market. Moro ever
marketing is not that much difficult to understand neither contains complexity so its easy to
achieve their company objectives with the help of additional marketing mix.
TASK 4
4.1 Marketing mix for two different segments
Marketing mix is refer to as the four main elements which shows that how the product is
created and get launched in the market. The business market is divided in to the two groups in
which one of them is the consumer market and the other one is the business market(Izvercianu,
2012). The consumer market is further divided into some segments which are as follow:
1. Geographic
2. Demographic
3. Behavioural
4. Psycho-graphic
These are some of the segments which divide the consumer market into such groups in
which geographic market represents location of region, size of region etc. This helps in identify
that consumer are belong to the different places in the world. Strategies are getting changed
according to the segments of the market and vary from groups to groups(Seran, 2012).
Products are maintained according to the needs and demands of the consumer. This leads
in taking the customer opinion and make such type of products which are related with the
customer behaviour. This helps in gathering wide range of customers for attain target profit and
helps in smooth running of the business(Pérez-Escamilla, 2012).
MacDonald can use this strategy for achieving target customers. They deal with different
groups of consumer in the global market and make products according to the behaviour of them

which they really want to gain. This help in making a appropriate customer base(Buciuman,
2012).
4.2 Differences in marketing products and services to businesses rather than consumers
Marketing of the products to the other business is totally different from the selling of
goods to the customers. The main focus of the business to business concept is about to maintain a
healthy and good relationship between two organisations. The activities are taking place with in
the two companies,. This helps in providing benefit to each other. Where as on the other hand
business to consumer refers to as the selling of product to the customer directly. This process aid
in getting profit.
MacDonald use b2c in which they directly sale out their products to the customer. This
helps them in making good relationship with their customer and utilise some of the techniques
like discount etc. which leads in attain maximum number of consumers. So both the methods are
different from each other( Jobber, 2012).
4.3 Difference between international and domestic marketing
According to the present case study it is identify that MacDonald is one of the largest
food chain ion the world. But they directly not became the one of the most profitable
organisation. First they set up their business at the domestic level. Then after earning so much
profit they start expand their business at the global level. This enable them to realise that
international market is totally different from domestic market(Ellis-Chadwick, 2012).
In the domestic market there is so much competition. This signifies that local market
have wide range of competitors which affect the business most but if the product is different
from other it provide benefit in attain target number of consumers(Kiel, 2014).
As compared to the international market this states that they have different norms and
rules for conducting the business. At that level they have to produce more appropriate quantity of
goods through which they can attain maximum profit(Lefebvre, 2011).
Hence, both the market are different from each other.
CONCLUSION
This report covers all the essential elements which comes in achieving of marketing
objectives by using various appropriate techniques and tools to understand this term in deep. In

fact Mc. Donald is the international enterprise whose marketing strategies are mainly depend on
the marketing mix and additional marketing mix so that they can satisfy their customers by
introducing various innovative and creative product in the market by analysing all the external
and internal factors of the marketing. At last it covers all the essentials elements and matters
comes under marketing department.

REFERNCES
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