Marketing Principles Report: Unit 5.6, Warnborough College, Semester 1

This report, prepared for a marketing principles and practice assignment, provides a comprehensive overview of the role of marketing in a business context. It begins with a definition of marketing and explores its contribution to business success, including its impact on customer base expansion and competitive advantage. The report then examines the influence of external factors, such as political, economic, social, technological, environmental, and legal considerations, on marketing strategies. The core elements of the marketing process are outlined, followed by a detailed analysis of the marketing mix (product, price, promotion, and place), and various methods of market segmentation. The benefits of market segmentation are discussed, and different market research methods are evaluated. The report is structured to address a specific scenario where the student, as a manager, is tasked with educating the Managing Director about marketing principles and practices to support business expansion. The report covers activities 1-4 as required in the assignment brief.

Running head: MARKETING PRINCIPLES
MARKETING PRINCIPLES
Name of the student ) Ali Ahmed Nasir Abdullah Al Ali )
Name of the Collage ( WARNBOROUGH )
Author note

1MARKETING PRINCIPLES
Table of Contents
Activity 1.........................................................................................................................................2
Activity 2.........................................................................................................................................7
Activity 3.......................................................................................................................................12
Activity 4.......................................................................................................................................20
References......................................................................................................................................26

2MARKETING PRINCIPLES
Activity 1
Definition of marketing
Marketing is defined as a process that is being initiated by the organizations with the
objective of making the potentials customers aware of the product and service offerings. The
enhanced range of marketing activities permits an organizations in improving the rate of sales
volume while functioning in the global economies1. It has been noted that the diverse range of
marketing operations that are initiated by the organizations permits in making the customers
aware of their unique product or service offering to gain a competitive edge against the existing
players.
The marketing operations of an organization permits the practices relating to creation of
the propositions, communication with the different stakeholders and the customers, delivering
and promoting the propositions with the purpose of improving the sustenance. More than 97%
of the business develop the marketing operations with the objective of improving the rate of sales
volume while functioning in the different market segments 2. Therefore, marketing initiatives
that are commenced by the organizations permits the same in not only making the potential
customers aware of the different unique features of the proposition but also influence the buying
behaviour of the customers.
1Taneja, S. and Toombs, L. (2014). Putting a Face on Small Businesses: Visibility, Viability, and
Sustainability the Impact of Social Media on Small Business Marketing. [online] Questia.com. Available at:
https://www.questia.com/library/journal/1G1-397455483/putting-a-face-on-small-businesses-visibility-
viability [Accessed 20 Jul. 2019].
2 Opreana, Alin, and Simona Vinerean. "A new development in online marketing: Introducing digital
inbound marketing." in Marketing.expertjournals.com, , 2015,
<http://marketing.expertjournals.com/ark:/16759/EJM_305opreana29-34.pdf> [accessed 20 July 2019].

3MARKETING PRINCIPLES
Contribution of marketing
Improved marketing potentials of an organization permits the same in improving the
customer base of the same while maximizing the scope of expansion in the global economies.
The enhanced market potentials of the businesses through transparent communication,
application of superior marketing strategies and the quality of the offerings permits the ventures
in retaining the customer base. On the other hand, it has been noted that the enhanced marketing
operations of an organization improves the scope of drawing the attention of the free customers
who might turn out to be potential buyers for the venture3.
The application of extensive and explicit marketing campaigns permits an organization in
improving the feasibility of the market expansion through attracting the attention of huge number
of consumers. Marketing related operations hugely contribute to the competitive advantage of
the ventures while functioning in the globalized market places. For an instance, the marketing
operations and efficient communication of an US based organization permits in developing
market prospects in Australia.
On the other hand, the transparency in the marketing communication permits an
organization in identifying the potential customers in the different regions of the world for
improving their positioning capacity. Improved positioning of the line of product or service
offerings in the global economies permits an organization in improving the sales volume of the
3Thrassou, Alkis, Demetris Vrontis, and Stefano Bresciani. "The Agile Innovation Pendulum: A strategic
marketing multicultural model for family businesses." Available at:
<https://www.researchgate.net/publication/322941688_The_Agile_Innovation_Pendulum_A_Strategic_M
arketing_Multicultural_Model_for_Family_Businesses> [accessed 20 July 2019].

4MARKETING PRINCIPLES
same. On the other hand, the marketing operations of a non- profit making organization is reliant
on drawing the attention of the investors and the communities towards the activities that are
being planned by the same for better funding options4. The marketing operations in the non-
profit making organization permits the same in expanding the awareness among the relevant
stakeholders for the improved scope of sustenance. Therefore, the marketing capacity of the
organizations influence the overall operations from the design of the propositions to the
delineation of the places of distribution.
External factors and marketing
The external factors like political, economic, social, technological environmental and
legal influences the marketing capacity of the businesses. The research on the market prospects
permits an organization in identifying and examining the prospective global markets where their
propositions will not only be accepted but also will provide the same with huge number of
potential customers. The delineation of the economic capacity of the markets permits an
organization in examining the scope of expansion and profitability through a cost- benefit
assessment. On the other hand, Political relations between nations might hinder the uninterrupted
functioning of the venture5. Therefore, the considerations of the political and economic situations
4Lewis, Gemma Kate, John Byrom, and Martin Grimmer."Collaborative marketing in a premium wine
region: the role of horizontal networks | Emerald Insight", in Emeraldinsight.com, , 2019,
<https://www.emeraldinsight.com/doi/abs/10.1108/IJWBR-06-2014-0028> [accessed 20 July 2019].
5R Becherer & M Helms, "The Role of Entrepreneurial Marketing in Improving Market Share for Small
Businesses Facing External Environmental or Resource Challenges", in Questia.com, , 2016,
<https://www.questia.com/library/journal/1P3-4159661371/the-role-of-entrepreneurial-marketing-in-

5MARKETING PRINCIPLES
support an organization in identifying the market prospects of growth without encountering
barriers.
The assessment of the social factors permits an organization in delineating the needs and
demands of the customers in the different parts of the world. Identifying the correlation between
the demand of the customers and the propositions made by the company permits the same in
developing an idea of the market base. The delineation of the environmental and legal constraints
permits an organization in improving the marketing operations in alignment with the stringent
policies and regulations with the objective of continuing the business operations on an
uninterrupted basis.
The insights on the different external factors permits an organization in creating an
extensive marketing plan for the products and services. The ideation of the external factors
would support organizations in developing the prospects of growth and expansion. On the other
hand, the assessment of the external environmental factors permits an organization in inducing
modifications in product or price offerings. The assessment of different external factors also
support a venture in ideating the profitability of the same while indulging in different business
related activities. The key modifications in the value propositions enhances the scope of
improving the market base6. Therefore, organizations examine the external environments with
improving> [accessed 20 July 2019].
6Opreana, Alin, and Simona Vinerean. "A new development in online marketing: Introducing digital
inbound marketing." in Marketing.expertjournals.com, , 2015,
<http://marketing.expertjournals.com/ark:/16759/EJM_305opreana29-34.pdf> [accessed 20 July 2019].

6MARKETING PRINCIPLES
the objective of identifying the market prospects of growth and expansion in the different
economies.
Elements of the marketing process
The marketing based operations of the organizations are reliant on the systematic
functioning of the different elements. In this relation, the major steps that are commenced by the
organizations are reliant on the effective understanding of the different elements in the marketing
based operations. A marketing operation initiates through strategic research on the different
market prospects. The research and reporting of the different market prospects permits an
organization in planning the marketing mix. The delineation of the needs of the customers and
the enumeration of the external environmental forces support an organization in creating the
design of the proposition, fixing the price, promote as per the preferences and distribute the
proposition which will attract abundance of coverage. It has been noted that the market research
and plan of the marketing operations permits an organization in improving the sales volume7.
On the other hand, the implementation of the marketing plan and the different control measures
permits an organization in improving the rate of operations in alignment with the needs of the
customers.
7Perry, Monica. "Market Orientation in Small Businesses: Creative or Lacking?." Marketing
Management Journal 24.1in , , 2014,
<https://www.academia.edu/8097170/_Market_Orientation_in_Small_Businesses_Creative_or_Lacking_>
[accessed 20 July 2019].

7MARKETING PRINCIPLES
Activity 2
Different elements of the marketing mix
The elements of the marketing mix enables an organization in planning the propositions
and implementing strategies for maximizing the reach of the potential customers. The diverse
range of changes in the product design, the quality of the offerings, the pricing, the promotional
activities and distribution are characterized by the marketing activities. The enhanced marketing
operations of a venture is reliant on the enhanced scope of reach to the potential customers8. The
assessment of the needs of the customers and the alignment of the propositions with the basic
needs permits an organization in achieving the competitive advantage of the same.
It has been noted that the evaluation of the product design, the pricing strategy, the
promotional mix elements and the delineation of the distribution channels support an
organization in continuing with the efficiency of the operations. The marketing mix of an
organization involves product design related considerations, where the design is reliant on the
utility that is being expected by the customers. On the other hand, the pricing strategy that is
being instilled by the organizations are reliant on the nature of the market and the rate of
competition that is being faced by the same. The affordability of the customers is again a major
concern that is being faced by the organizations while planning the pricing strategies. Therefore,
product and pricing related plans support an organization in continuing with the efficiency of the
8Avidar, Ruth. "Public relations and social businesses: The importance of improving
engagement." Public Relations Review 43.5. in , , 2017, <http://ruth-avidar.com/publications-
conferences/> [accessed 20 July 2019].

8MARKETING PRINCIPLES
operations in alignment with the needs of the business. The promotional practices that are
initiated by the organizations are reliant on the needs of the same in maximizing the reach of the
same in the global economies for improving the scope of expansion. The utilization of an array
of promotional strategies would support the organization in maximizing the rate of awareness
among the target customers in diverse global markets. On the other hand, the enumeration of the
different channels of distribution support the organizations in classifying the supply chain related
operations and thereby making the products or services available to the convenience of the
customers. The development of strategies by the organizations in the different stages of the
marketing mix would support in improving the scope of expansion and retaining the customer
base.
Methods of segmenting markets
The organizations initiate steps to conduct market research with the objective of ensuring
the efficiency of the operations in alignment with the needs of the venture. The diverse range of
modifications in the marketing related activities is reliant on the effective segmentation of the
customer base. It has been noted that segmenting the markets as per the offering of the
organizations support the same in locating prospective buyers9. In this relation, the organizations
9Dwivedi, Yogesh K., Kawaljeet Kaur Kapoor, and Hsin Chen. "Social media marketing and
advertising." The Marketing Review 15.3 in , , 2015,
<https://www.researchgate.net/publication/288686152_Social_media_marketing_and_advertising>
[accessed 20 July 2019].

9MARKETING PRINCIPLES
undertake demographic, behavioural, geographic and psychographic segmentation with the
objective of identifying the prospective buyers in alignment with the offering of the same.
Demographic segmentation permits an organization in delineating the age, gender, income,
family background of the customers which permits an organization in identifying the potential
buyers.
Behavioural segmentation aims at identifying the behavioural constructs of the consumers and
the manner in which they might be influenced through the promotional practices. The delineation
of the behavioural constructs permits an organization in continuing with the efficiency of the
marketing operations while targeting the customers. The evaluation of the Geographic
segmentation permits organizations in identifying the needs of the consumers belonging to
different geographical regions. The geographic segmentation of the customers assist an
organization in continuing with the efficiency of the marketing operations. The psychographic
segmentation permits an organization in identifying the psychological needs of the customers
and thereby create products with the objective of fulfilling the demand of the customers10. The
delineation of the needs of the customers and the segmentation of the customer base enables an
organization in continuing with the efficiency of the operations for gaining a competitive
advantage over the other players in the markets. Therefore, the methods of segmentation permits
an organization in continuing with the marketing operations while drawing the attention of most
of the customers towards the product or service deliverable.
10Kitchen, Philip J., and Inga Burgmann. "Integrated marketing communication: making it work at a
strategic level | Emerald Insight". in , , 2015, <https://www.emeraldinsight.com/doi/full/10.1108/JBS-05-
2014-0052> [accessed 20 July 2019].

10MARKETING PRINCIPLES
Benefits of segmenting markets
The segmentation of the markets support an organization in identifying the demand of the
customers from specific regions, age groups, age and behavioural setups. The delineation of the
different changes in the marketing operations of the businesses are reliant on the segmentation of
the customers to the different groups11. It has been noted that segmentation permits organizations
in influencing the rate of operations while functioning in the global economies. Therefore,
segmentation permits an organization in identifying the needs of different potential customers
while positioning their products in the market.
Different methods of researching a market
Market research is being conducted by most of the organizations with the objective of improving
the marketing operations in alignment with the needs of the customers. It has been noted that the
market research in organizations are conducted through several ways like surveys and focus
groups. Most of the organizations conduct surveys with the objective of identifying the
preferences of the customers and the modifications that they would like to have in the line of
products or services that are being provided by the organization. Surveys support organizations
in identifying and evaluating the market demand while designing new line of products or while
entering a new economy12. On the other hand, the opinions from the focus groups of customers
are obtained by the organizations with the objective of improving the understanding of the
11Lam, Wing, and Michael J. Harker. "Marketing and entrepreneurship: An integrated view from the
entrepreneur’s perspective - Wing Lam, Michael J. Harker, 2015". in , , 2015,
<https://journals.sagepub.com/doi/10.1177/0266242613496443> [accessed 20 July 2019].

11MARKETING PRINCIPLES
specific needs of the customers. It would support the ventures in developing new line of products
and position the same in the reach of the focus groups. Therefore, conduction of market research
through different methodologies would support the organizations in identifying the prospective
markets while promoting and positioning their offerings in alignment with the needs of the
customers.
Impact of technology on marketing activities
The technological innovations that are initiated by the organizations in the field of
promotion permits the same in influencing the buying behaviour of the customers. The different
modifications that are initiated by the businesses are reliant on the implementation of
technological innovations in the field of marketing for ensuring the efficiency of the operations
in alignment with the needs of the venture. The organizations develop a range of marketing
operations through the induction of digital and social media platform for promotions with the
objective of drawing the attention of huge number of customers. The infusion of different
technologies support an organization in improving the efficiency of the operations. In this
relation, the induction of different technological elements in the organizational operations
permits the ventures in improving the rate of innovations for gaining a competitive edge. The
utilization of technologies like AI and AR in the websites and the applications support
12Moravcikova, Dominika, et al. "Green Marketing as the Source of the Competitive Advantage of the
Business." Sustainability9.12in , , 2017,
<https://www.researchgate.net/publication/321409351_Green_Marketing_as_the_Source_of_the_Compe
titive_Advantage_of_the_Business> [accessed 20 July 2019].