...Marketing Principles All organisations will use some sort of marketing. Marketing is there so an organisation can find out what their customers’ needs are, and how these can be met. In this manual I will be talking about John Lewis Marketing process. Having a good marketing department can help the John Lewis keep costs down. If the correct process is taken for marketing, it will eliminate the guessing and forecasting that are linked with trying to predict product trends and consumers demand for goods or services. when the organisation knows what they customers wants, they will all be able to provide the right type of product or service and will always have customers ready to purchase. All so having a good marketing department or team, will help a John Lewis build a loyal customer base and help with repeat custom. This is called brand loyalty; it is one of the main advantages of having a good marketing team. Marketing is usually defined as a process that identifies and predicts what the customer wants and then trying to satisfying the customers’ needs and making a profit by doing this. Every business or organisation will follow marketing plan or a marketing process. The marketing plan will serve as a wide range plan which will outline the organisations marketing efforts. Using the marketing process, John Lewis will have to find out what their customers want and what their needs are and what the business can do to meet their needs and demands. The...
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...Thinking... The conceptual background to strategy, marketing and planning Stephen Cashman, February 2003 This online background paper provides a review of some of the definitions, theories and concepts underpinning strategy. As such it is intended to introduce the key concepts involved, or to form an overall reminder of the various issues relating to these areas. 1. What is strategy about and why is it so important? ‘Every company needs a strategy – either explicit or implicit.’ Costas Markides (1995) ‘An effective strategic management process has become the essential norm for businesses.’ Richard Hanscombe and Philip Norman (1993) ‘Effective strategic management is the ultimate aim of all managers.’ Financial Times, 1997 ‘The survival, growth and prosperity of any organisation depends on the quality and viability of the strategy the organisation is pursuing.’ Andrew Kakabadse, Ron Ludlow and Susan Vinicombe (1988) Indeed, such is the importance attached to the subject of strategy that one commentator on the subject, Richard Whittington (1993), reports that ‘there are thirty-seven books in print with the title Strategic Management’. Similarly a leading strategy thinker, Henry Mintzberg, and his colleagues (1998) note that ‘The literature of strategic management is vast – the number of items we reviewed over the years numbers close to 2,000 – and it grows larger every day.’ However, despite the importance given to them, thinking, writing and talking about ‘strategy’-related...
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...Learner’s Resource Identify marketing opportunities Certificate IV in Business (Marketing) TF/310/BSB/057/LP Learner’s Resource D]Yjf]j¾k J]kgmj[] Certificate IV in Business (Marketing) Identify market opportunities BSBMKG302A TF/310/BSB/057/LP © Australian Training Products on behalf of the State of Victoria This work is copyrighted. Apart from any use permitted under the Copyright Act 1968, no part may be reproduced by any process without prior written permission from Australian Training Products. Requests and enquiries concerning reproduction and rights should be addressed to: Published by: Australian Training Products Ltd Level 25, 150 Lonsdale St Melbourne 3000 Phone: +61 3 96550600 Fax: +61 3 9639 4684 www.atpl.net.au e-mail: sales@atpl.net.au Reprinted: 1 July 2005 Stock Code Number: TF/310/BSB/057/LP Printed by: Snap Printing, Melbourne, Australia AESharenet Code: & Important disclaimer No person should rely on the contents of this publication without first obtaining advice from a qualified professional person. This publication is distributed on the terms and understanding that: 1. the authors, consultants and editors are not responsible for the results of any actions taken on the basis of information in this publication, nor for any error in or omission from this publication 2. the publisher is not engaged in rendering legal, accounting, professional or other advice or services. The publisher, and the authors, consultants and editors, expressly disclaim all and...
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...Module: Marketing Management Unit: Marketing Planning Lesson: Marketing Orientation © 2012 Resource Development International Ltd. All rights reserved. Resource Development International Limited reserves all rights of copyright and all other intellectual property rights in these learning materials. No part of any learning materials may be reproduced, stored in a retrieval system or transmitted in any form or by any means, including without limitation electronic, mechanical, photocopying, recording or otherwise, without the prior written consent of Resource Development International Limited. Marketing Orientation Marketing Orientation Today, to be effective in marketing, an organisation has to be marketing oriented. It needs to adopt a marketing based business philosophy in all its functions. Let us commence by looking at some basic concepts relating to marketing and marketing orientation. http://www.youtube.com/watch?v =sbEnRGJr2jY A market consists of buyers and sellers - trading in products/services. The price is normally set by the supply of or the demand for, the product. The market for any business consists of its actual and potential customers. This market may be local (e.g. a street market), national (e.g. the mass market) or international. Markets may be classified as: Consumer markets (B2C) http://www.cimmarketingexpert. co.uk/buyerbehaviour Business markets (B2B) http://www.cimmarketingexpert. co.uk/buyerbehaviourB2B To supply goods and services in a competitive environment...
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...MARKETING STRATEGY TEMPLATE START-UP ORGANISATION, PRODUCT OR SERVICE ACEVO/IG/Marketing Strategy/V3-DN 1 Executive Summary – rundown of what’s in the document (often completed last) Purpose Use this template to capture the key information that you need to develop a thorough marketing strategy. Then use the information that you collect, along with other *development tools, to build your marketing strategy. This template is divided into the following question sections: 1. Background 4 2. Market 5 3. Target Audience 6 4. Competition 7 5. Offering 8 6. Messages 9 7. Sales and Buying Process 10 8. Pricing 11 *Other development tools you may use: SWOT (strength, weakness, opportunities and threats) Pest(le) (external scan of the political, economical, social technological, legal and environment surroundings) Competition Analysis (external scan of what, and how others do business, their strengths & products) Environmental Scan (internal scan often used to considering the factors that will influence the direction and goals of your organization) Scenario Planning (often used to assess what if actions) Psychometric/Personality Assessment (often used internally to gauge behaviour, identify hidden skills and capabilities of employees) Focus Groups (often carried out as part of strategic planning) ACEVO/IG/Marketing Strategy/V3-DN 2 Marketing Strategy Template New / Start – Up Organisation or Service 1. Background A. What business are...
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...of marketing for all business types, gain knowledge on the planning and developing of marketing products and services and the processes involved getting the product from business to consumer or business to business. What is Marketing? 'Marketing is the social process by which individuals and organisations obtain what they need and want through creating and exchanging value with others'. Phillip Kotler Markets started to exist as soon as goods, products or services could be exchanged. For example, many years ago a farmer would have produced goods in order to feed their family however; if the farmer produced too many goods to consume, instead of throwing them away, it gave them an opportunity to exchange spare goods for someone else's spare goods, allowing them to barter. Eventually, the farmer no longer wishes to exchange their spare goods and therefore money is created allowing them to purchase any product that was available and satisfied their needs, this creates a market. 'enigma of marketing is that it is one of man's oldest activities and yet it is regarded as the most recent of business disciplines' Michael J Baker Marketing is not just advertising or promotion. Marketing happens every time a customer is in contact with any aspect of an organisation, it is 'everything that we do', it is customer service, distribution and communication. It is about the company building relationships with its customer by understanding what its customer wants and needs by communicating...
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...| Marketing Techniques | Reference | Introduction to marketing | Assignment No | 1 of 4 | Hand out | 13/10/15 | Duration | 3 weeks | Hand in | 6/11/15 | | | | | | | | | Learner | | | | Course | BTEC Level 3 subsidiary Diploma in Business | | | Framework | QCF | Level | 3 | | | No: Unit | 3 introduction to marketing | | | Assessor(s) | Anna Price | | | Internal Verifier | | Dated | | | Filton campus | Lead IV | | Dated | | | 50519 | | | | | | Learning Outcomes | LO 1 | Know the role of marketing in organisations | Targeted grading criteria | | Met? | To achieve the criteria the evidence must show that the learner is able to: | Task number | P1 | | Describe how marketing techniques are used to market products in two organisations | 1 | P2 | | Describe the limitations and constraints of marketing | 1 | M1 | | Compare marketing techniques used in marketing products in two organisations | 1 | D1 | | Evaluate the effectiveness of the use of techniques in marketing products in one organisation | 1 | | Task Sheet Vocational scenario You are applying for a job as a marketing assistant at a local marketing agency. As part of the recruitment process, you have to demonstrate how well you can evaluate the marketing techniques used in organisations, using two of the firm’s client organisations as examples. You have been asked to present your findings in a report. Choose one organisation from each of...
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...e-Marketing Project : Option 2 Marketing is the life blood of any organisation. Outline and describe the process of marketing with particular reference to services marketing and outline a marketing plan for a services organisation. Introduction There are many complex definitions and ideas of what marketing actually is, but a simple and concise one is: Marketing is “the commercial processes involved in promoting and selling and distributing a product or service” (Dictionary.com). In the context of services marketing, there is no “out of the box” product, which can be just purchased by a potential customer, so the marketing process is slightly different; however, the same rules apply. In this project I am going to address a general description of the marketing process, a brief look at how some services companies do their marketing, with particular focus on the software solutions division of the global multi-national Accenture, for whom I previously worked, so I will be talking largely from personal experience when referring to them and the online auction site eBay, of which I am an extremely regular user, buying on average 2 items per week from their site. Finally, I will outline a short marketing plan for a fictional software development services company. I will conclude just how important marketing is to any services organisation. Main Body The Process of Marketing Step 1 – Market Research In first step in any process is nearly always information gathering...
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...Marketing Unit Assignment 1 1) Definitions of Marketing There are many definitions of Marketing. Each of them includes different aspect of Marketing in a global business environment. To see and highlight the differences of each definition I will write them down in order to see the full picture of what Marketing is all about. • Marketing is the performance of business activities that direct the flow goods and services from organisations to their customers. This is simplest statement which explains Marketing very generally as a “business itself”. The aim of any business organisation is to sell goods to the customers, therefore Marketing is a way to reach those customers. • Marketing involves the business understanding the needs and wants of customers and adapting the operations to deliver the right goods and services more efficiently than its competitors. There is big competition on a global business market, so to be ahead of competitors, the company is spending more money and time in order to find the right way of how to reach the right customers and send them the right information about the product to gain their interest. • Marketing is concerned with the matching of an organisations capabilities with consumers wants. Marketing plays the central place in business process by identifying the needs of consumers and then analysing whether is that particular organisation is able to satisfy these needs or not. • Marketing is the process...
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...Various Elements Of The Marketing Process Introduction [pic]This assignment will discuss and summarise key issues and elements of the Marketing process. It generates the strategy that underlies sales techniques, business communications, and developments. It is an incorporated process that can be modelled in a sequence of steps: the situation is analysed to identify opportunities, the strategy is formulated for a value proposition, tactical decisions are made, the plan is achieved and the results are monitored. TASK ONE • Explain the various elements of the marketing process Marketing Marketing is the social process by which individuals and organisation obtain what they need and want through creating and exchanging value with others. (Kotler & Armstrong, 2010). The marketing process of accompany typically involves identifying the viable and potential marketing opportunities in the environment, developing strategies to effective utilise the opportunities, evolving suitable marketing strategies, and supervising the implementation of these marketing efforts. (M. Patidar, 2012). Upload Your Assignment 1. Discuss and summarise key issues and element of the process Sainsbury’s which is one of the most prosperous companies in the world has been chosen for case study. There are four key elements of marketing process, environment analysis, and strategy development, the choice of the marketing mix and implementation and control. The Marketing Process Marketing process has several steps...
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...Market Leader Issue 27, Winter 2004 www.warc.com What Do CEOs Want From Marketing? Anthony Freeling McKinsey Fiona Stewart Antennae Fran Cassidy The Cassidy Media Partnership Top of the CEO agenda is the need to deliver consistent top-line growth within an existing business portfolio, rather than from a continued reliance on acquisition. This objective was identified from our research into the opinions of CEOs and CMOs and highlights the importance of good marketing in running a successful company. We identified five consistent themes and these were: strong brands as a significant asset; more effective use of consumer data; the role of innovation, the need for better implementation and continued focus on business efficiency. Each area has significant implications for the role of the marketing function. Brands as a company asset In an increasingly clamorous society with a proliferation in the sheer volume of offerings, strong brands are significant assets in enabling companies to compete effectively. The challenges are building and maintaining brand equity by keeping brands refreshed and relevant and restoring trust in brands, particularly in sectors under attack from regulatory or consumer groups. Fmcg businesses typically have a strong brand focus across the organisation, but there is no room for complacency. Here, the main challenge is optimising resource allocation. As a result, a number of CEOs and CMOs talked about further rationalisation of the brand portfolio so that...
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... Word Count: 1,377 | 10/9/2014 | Contents Introduction:2 Social Media use in Ireland2 Key Characteristics of Social Media Marketing (SMM)2 Benefits for Retailers adapting an SMM Strategy3 Limitations for Retailers of adapting an SMM Strategy3 B2B & B2C Social Media Marketing4 Conclusion6 Bibliography:7 Introduction:Trade publications have reported that consumers now use social media more frequently than corporate websites when searching for information on the company, brand or product (Dei Worldwide 2008). Trattner and Kappe (2013) Defined social media marketing as "the process of gaining website traffic or attention through social media sites”. However in comparison Chi (2011) defines social media marketing as a "connection between brands and consumers, while offering a personal channel and currency for user centred networking and social interaction". Although both definitions provide a basic understanding of the concept, there is more to social media than merely acquiring traffic. Chi's definition underlines the vital understanding of customers that the marketers must gain ‘personal channel and user centred networking’; retailers who have a deeper understanding of their consumers can ensure their marketing strategies are effective. This review examines current literature that focuses on Social Media Marketing as a promotional tool in Retailing. Social Media use in IrelandAccording to a study carried about by Ipsos (2014); Facebook is now at its...
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...Thank you for your interest and for choosing Be Defined Marketing to support your organisation with its marketing needs. As part of the information gathering process, please take a few minutes to fill in this form as thoroughly as possible. The information you provide will be used to provide you with advice only and will be strictly confidential. Thank you Be Defined Marketing 1. What is the name of your company? 2. How long have you been in business? 3. Please provide a brief description of your product/service 4. What do you know about your target audience? 5. To date how have you promoted your product/service? 6. What has been successful and what hasn’t in promoting your business? 7. How would you like Be Defined Marketing to help with marketing your product/service? Are they any key issues that you need marketing support with? Thank you for your interest and for choosing Be Defined Marketing to support your organisation with its marketing needs. As part of the information gathering process, please take a few minutes to fill in this form as thoroughly as possible. The information you provide will be used to provide you with advice only and will be strictly confidential. Thank you Be Defined Marketing 1. What is the name of your company? 2. How long have you been in business? 3. Please provide a brief description of your product/service 4. What do you know about your target audience? 5. To date how have you promoted...
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... Chapter 02: 2.1.1 Marketing ‘Science’ and Analysis, Planning and Implementation and Control End of World War 2- ‘Academic research was impressionistic’ Ford and Carneige Foundations report changed this by criticising the lack of engagement by business academics with mathematically orientated, behavioural science research. *’Ideally, a published research paper had to contain some element of mathematical symbolism or involve ‘laboratory research, experimental design, computer simulation, operations research, mathematical models and high powered statistics.’ Kotler’s text had a structured way of approaching marketing planning and implementation using research findings and methodologies form the social, economic and quantative sciences. This was criticised saying that ‘Marketing Science’, as it was perceived to be ignoring the impact of marketing on society, focusing instead on issues related to managerial and firm competitiveness exclusively. That marketing intellectuals should devote attention to issues central in contemporary public policy debates or to study the impact of marketing on society and vice versa (i.e. take a ‘macro marketing’ perspective). Ways scholars tried to link marketing theory and research with wider societal concerns was to broaden the domain of marketing, to include not just business exchanges (i.e selling soap) but to stress that many organisations engaged in marketing. A short step to this was claiming that marketing techniques and tools could...
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...WHEN ARTS MET MARKETING Arts marketing theory embedded in Romanticism Hye-Kyung Lee Cultural Lee &and Creative IndustriesSchool Hye-KyungFrancis Ltd November (print)/1477-2833 (online) 000000and 2005 Ltdof Cultural Policy or Humanities, King’s College London, StrandLondonWC2R 2LStsrbd@yahoo.com 3 11 2005 Original Francis 1028-6632 International Journal 10.1080/10286630500411309 GCUL_A_141113.sgm Taylor Article This article argues that arts marketing theory is embedded in the existing context of the nonprofit arts sector – that is, Romantic belief in the universal value of the arts and producer authority over the consumer. As “a set of techniques” and “a decision-making process”, marketing was able to sit comfortably in the nonprofit arts context during the 1970s and 1980s. However, recent recognition of marketing as “a management philosophy” has brought out incompatibilities between the customer orientation of the marketing notion and the Romantic view of artistic production. This article demonstrates that arts marketing writings embrace Romanticism through the following: generic marketing concept; relationship marketing approach; extended definition of the customer; extended definition of the product; and reduction of marketing to function. Such findings suggest that persistence of the existing belief system and the embeddedness of the market be considered when marketisation in the arts sector is analysed. KEYWORDS arts marketing; Romanticism; marketisation; cultural persistence...
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