Marketing Principles: Consumer Segments, Mix, and Market Differences

This report delves into the application of marketing principles across different consumer segments, specifically focusing on Sainsbury's approach to kids and senior citizens. It examines the marketing mix elements tailored to each segment, such as offering healthy fruit drinks for kids and pharmaceutical products for seniors. The report further differentiates between marketing products and services to businesses (B2B) versus consumers (B2C), highlighting the importance of logical product features for B2B and emotional benefits for B2C. Finally, it contrasts international and domestic markets, noting differences in area coverage, government interference, and technology usage. Desklib offers a wealth of similar solved assignments and study resources for students.

Marketing Principles
Task 2

Introduction
Marketing is a fundamental social process which exists in a
society to conduct efficient resolution of it. Every thing needs
management if a person want anything to put it into right
direction then it needs proper and effective management.
Marketing is that process through which the management of a
company can create proper and effective strategy to promote
its products and services.

Marketing mixes for two different
segments in consumer markets
Marketing mix can be implemented on a particular segment.
But there can be multi marketing mixes for various segments.
After making segmentation the strategies which are related
with particular segment needs to be implemented on that
particular segment. Two segments are discussed below :
1. Segments of kids : for kids there are various products
which are offered by sainbury. The management has put
the kids as per the factor of age and some other
demographic factors into a segment. And offered them
Cranberry and Raspberry which is a healthy fruit drink. So
they need to apply marketing mix elements on this
segment.

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Segment of senior citizens : This segment is entirely
different from the first one. It contains old persons which
has different requirements and needs. So the
management of sainsbury needs to launch such products
which can provide them immense satisfaction. Like
providing them pharmaceutical products and other medical
equipment like blood pressure measurement equipment.
Further they can offer them food products which contains
less cholesterol and other elements which can be harmful
for them. Next elements of marketing mix that can be
applied on this segment is place. As senior citizens cant
easily visit the stores. So the employees of sainsbury can
offer them their required products through personal selling.

Differences in marketing products and services to businesses
rather than consumers
Marketing products and services can differentiated on the
basis of following :
Marketing to B2B : When an organisation is marketing with
B2B the management of sainsbury needs to made a
focused view on product's logic. They can do it on the
basis of features of products. B2B market has requirement
of knowledge and they seeks information. Sainsbury
needs to be in-depth with the marketing material. So the
marketing strategies will focus on products that how it
saves time , resources and funds of sainsbury.

Continue....
Marketing to B2C : When an entity is marketing to
consumers then it needs to focus on elements of product
which are beneficial for it. Thier decisions are much
emotional as compared to marketing B2B. With
consumers the message of sainsbury needs to be simple,
effective and straigh forward.

Difference between international and domestic market
There are some difference in international and domestic
marketing. Like in domestic marketing the area covered by it
is small as compared with international. Government
interference is less in domestic market whereas it is
comparatively higher in international market. Domestic market
uses less technology but international market uses more
technology. These are some key differences in domestic and
international marketing.

 REFERENCE
Books and Journals
Abdullah, K. and Ismail Ahmad, M., 2010. Compliance to
Islamic marketing practices among businesses in Malaysia.
Journal of Islamic Marketing, 1(3). pp.286-297.
Armstrong, G., Adam, S., Denize, S. and Kotler, P., 2014.
Principles of marketing. Pearson Australia.
Bühler, A. and Nufer, G., 2015. Marketing in sports.
Coduto, D.P., 2015. Foundation design: principles and
practices. Pearson.