University Marketing Report: Social Marketing and Business Performance

This report examines the influence of social marketing strategies on business performance. It emphasizes the importance of market research in understanding consumer behavior and market conditions, and also discusses the significance of targeting the right market segments. The report highlights the role of brand positioning in conveying the appropriate messages to clients, and the necessity of developing a budget and metrics to assess the return on investment. It also references various factors contributing to effective marketing and its direct impact on business performance, including technological changes, knowledge acquisition, and a positive organizational culture. The importance of top management support and the marketing manager's analytical skills are also emphasized. The report presents a comprehensive overview of the components of a successful marketing strategy.

Running head: SOCIAL MARKETING
Social marketing
Name of student
Name of University
Author note

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The research article is based on the various effects created by the formulation of
marketing strategy and its impact on the business performance. According to Ramaseshan, Ishak
and Kingshott (2013), the business performance depends on the marketing strategies and
approaches undertaken, which assists in identifying the targeted market segments, understand the
needs of clients in those segments and develop business operations and processes for selling and
distribution of products and services along with enhanced customers’ services for keeping them
satisfied (Ramaseshan, Ishak and Kingshott 2013). One of the major contributions to marketing
is based on the assessment of organization’s internal and external market environment, which
can enable developing the right marketing strategy to influence business performance. The
formulation of strategies is based on analytical capability and with the involvement of marketing
managers; the execution of marketing strategies will be appropriate. There is a link between the
operational environment of the organization and the inputs and controls, which are responsible
for contributing to the marketing field. From the article presented by Ramaseshan, Ishak and
Kingshott (2013), technological changes within the market and inputs of data along with
assumptions made, constraints and market related data also improves the viability of marketing
strategy. The competitive markets are assessed to develop a relevant marketing strategy,
furthermore ensures feasibility study about whether the firm can successful survive in the
competitive business environment or not (Lefebvre 2013). The knowledge acquisition, share or
exchange and workplace integration with various legislations, laws, rules and regulations are also
responsible for implementing the right marketing strategy.
A positive and innovative culture can create higher level of engagement, furthermore
formulate effective marketing strategies and create higher autonomy level as well. One of the
most important persons associated with the providing of support includes higher top

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management, which is responsible for maintaining validity and reliability of the marketing
strategies implemented. The marketing manager must hold good analytical skills and
management expertise to formulate the strategies and make effective strategic decisions with
ease and effectiveness (Burchell, Rettie and Patel 2013). This would improve the viability of
marketing manager and even match the demands and preferences of people within the
marketplace. The advertising and promotional activities are associated with the evolvement of
marketing techniques and enable transferring the right messages and information about the
products and services to its customers. This would allow them to understand about the products,
furthermore their buying behaviors would be influenced as well. Thus, there are various factors
that contribute to effective marketing aspects and this directly impacts on the business
performance in terms of revenue generation and competitive advantage obtained in business
(Solomon et al. 2014). To implement a successful marketing strategy, the major components
considered are stated below.
 Market research enables developing the backbone of marketing plan to assess the market
conditions and consumer buying behaviors
 Targeting the right market segments and enabling segmentation of market too for
delivering the right messages to clients
 Brand positioning could enable creating right messages and information for
communicating with clients and understand their behaviors
 Developing a budget and preparing a metric for understanding whether sufficient return
on investment will be obtained or not

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References
Burchell, K., Rettie, R. and Patel, K., 2013. Marketing social norms: social marketing and the
‘social norm approach’. Journal of Consumer Behaviour, 12(1), pp.1-9.
Lefebvre, R.C., 2013. Social marketing and social change: Strategies and tools for improving
health, well-being, and the environment. John Wiley & Sons.
Ramaseshan, B., Ishak, A. and Kingshott, R.P., 2013. Interactive effects of marketing strategy
formulation and implementation upon firm performance. Journal of Marketing Management,
29(11-12), pp.1224-1250.
Solomon, M.R., Dahl, D.W., White, K., Zaichkowsky, J.L. and Polegato, R., 2014. Consumer
behavior: Buying, having, and being (Vol. 10). London: Pearson.