Marketing PRINCIPLES

Contents
Introduction........................................................................................................... 2
Task 1: The concept and process of marketing:....................................................2

1(a) what is marketing and the process of marketing with diagram: What is
marketing???...................................................................................................... 2
1(b) Marketing orientations:........................................................................................ 3
Task 2: The concepts of segmentation, targeting and positioning..............................................5
2(a) New product opportunities does the changing family structure provide for consumer:...........5
2(b) identifies the market segments:.............................................................................. 5
2(c) Identify and explain market targeting strategy for new product:......................................5
2(d) Consumer buying behavior:........................................................................6
2(e) Target market positioning:...........................................................................6
Task3. The individual elements of the extended marketing mix:...........................7
3(a) products development in competitive advantage:........................................................7
3(b) distribution is arranged to provide customer convenience:.............................................7
3(c) How prices are set to reflect organizations objective and market
conditions:.......................................................................................................... 8
3(d) Promotional activity is integrated to achieve marketing objectives:...........8
3(e) the "Seven P of marketing model:.............................................................8
Task 4: Be able to use the marketing mix in different contexts:..........................10
4(a) the similarities and differences of the marketing mix at Amazon and Argos:
......................................................................................................................... 10
4(b) Illustrate differences in marketing products and services to business rather
than consumers:............................................................................................... 10
4(c) Argos learns from Amazons experience as an international market:........10
Conclusion:.......................................................................................................... 11

Introduction
Marketing is managing profitable customer relationships. The twofold goal of marketing is to
attract new customers by promising superior value and to keep and grow current customers

by delivering satisfaction. Many people think of marketing only as selling and advertising.
And no wonder every day we are bombarded with TV commercials, direct-mail offers, sales
calls. However, selling and advertising is only the tip of the marketing iceberg.
Today, marketing must be understood not in the old sense of marketing a sale telling and
selling- but in the new sense of satisfying customer needs. Selling and advertising are only
part of a larger marketing mix a set of marketing tools that work together to satisfy
customer needs and build customer relationships.

Task 1: The concept and process of marketing:

1(a) what is marketing and the process of marketing with
diagram: What is marketing???
The process by which companies create value for customers and build strong customer
relationship in order to capture value from customers is called marketing. Marketing is a
social and managerial process by which individuals and organizations obtain what they need
want through creating and exchanging value with other. It is very much important.
Process of marketing:
Marketing process has a simple five step model. One to four steps are work on understand
consumer, create customer value, and build strong customer relationships. And final step try
to create superior customer value. It creates value from consumers in the form of sales, profit
and long term customer equity. Without process of marketing cant work easily to get the
success. We can show the simple marketing process:

Underst
and the
market
places
and
custom
er
needs
and
wants.

Design
customer
driven
marketin
g
strategy

Constract an
intregareted
marketing
progarm

Bulid
profita
ble
relatio
nship
and
create
custo
mer
satisfy

Capture
the new
customer
, create
profits
and
customer
equity

Figure: Marketing process

A marketing manager can follow this process to get his success. Understand the marketplaces
and customer needs and wants is very important to customer satisfaction. Consumers need
and demand can fulfill by design customer driven marketing strategy. This process say us
how can we do the best in marketing.
1(b) Marketing orientations:
Marketing management orientation wants to make a profitable relationship between
management and customer. There are five. Those are production concepts, product concepts,
selling concepts, marketing concepts and social marketing concepts. Those are called
marketing orientations. Marketing managers must ensure that their marketing dollars are well
spent. In today and past many marketers spent freely on big.
The production concept:
The production concept idea is consumers will favor products that are available and highly
affordable. Marketing management is eager to design strategies that will build profitable
relationship with their consumers. The product concept has to focus on the production of the
organization. Management should focus on improving production and distribution of
products. The concept is the oldest orientated concept. The production concept is a useful
philosophy in some circumstances.
The product concept:
The product concept idea is the consumers will favor products that favor the most in quality,
performances and innovative features. The concept is trying to say that product and

improvement are an important part of product. This concept is focusing on the development
of product to increase their profit. Without using this concept we cant achieve our
destination. Focusing only on the companys product also leads to market myopia. Marketing
management has to know about what product the consumers need and want.
The selling concept:
The selling concept idea is that a consumer will not buy enough of the product unless it
undertakes a large-scale selling and production work. This concept focuses on selling
business rather than creating long term customer relationships. Numerous companies now-adays started following the selling concept, which grasps that consumers will not buy enough
of the corporations products lest it undertakes a large-scale selling and promotion effort. The
assumption is not up to date.
The marketing concept:
The marketing management embraces that triumphing organizational goals depends on
knowing the requirements of target markets and delivering the desired contentment better
than competitors do. Under the marketing thought consumer focus and value are the paths to
sales and profits. At this point the company not only sells their product to the consumer but
also obliges their consumer after sell and also satisfy the consumer prerequisites.
The societal marketing concept:
The societal marketing concept enquiries whether the pure marketing concept over-looks
possible encounters between consumer short-run wants and consumer long run prosperity.
The societal marketing concept focuses on not only consumer curiosity but also on societys
long run attention. The social marketing concept means that marketing policies should deliver
value to consumers in a way that maintains or advances both the consumers and societys
prosperity. Civilization will think about enhancement of human welfare, consumer will think
about want satisfaction and the company will think about profit.

Task 2: The concepts of segmentation, targeting and positioning

2(a) New product opportunities does the changing family structure provide for
consumer:
Usually the market comprises of many types of customers, products, and need with a
competitors. So the dealers should know which segments offer the best opportunities. The
customers can be served by us in many ways. Service in various ways based on geographic,
demographic, psychographic, and behavioral influences. The process of dividing the market
into distinct groups of buyers is called the market segmentation. They may have different
needs, features or behaviors and who might require separate products or marketing programs.
For a large company like Amazon the market segmentation is very much important. The
structure of family of product can be changed by the new product opportunities of Amazon.
Because the new product may be need the new customer. So the companies need to change
the strategy of market segmentation. Here the process of segmentation should modify the
customer by.

2(b) identifies the market segments:

A group of consumers who respond in a similar way to a given set of marketing efforts are
called the market segmentation which the market segment works with those consumers who
have same need. For this the company needs to fragment their customer. The company
Amazon who doesnt have the sketch of customer by attitude or psychographics includes
here. Based on geographic, demographic way they can also divide their market. In geographic
way Amazon has the chance to subdivide their marketplace. The ways to select market
segmentation are demographic way. As a result Amazon ought to follow one of those market
segmentation way. Amazon doesnt contain the profile of fresh customer. For this the
company should know where the customer comes from. By this they have geographical idea.
For those geographical areas companies may have specific strategies.
2(c) Identify and explain market targeting strategy for new product:
To begin with the company needs to explain market segments. Henceforth the company can
enter one or many of these segments. Market targeting is trying to evaluate each market

segments attractiveness and selecting one or more segments to enter which is necessary. By
which a company can profitably generate the greatest customer value should select those
target market segment.
For new product the company needs to select those segments which can have the attention of
target customer. It is very important.
So first of all they need to find out the market segment. That means they should know where
they want to sell their phone and who the customer are. After the segmentation they should
select the target market. So now they can start the marketing program to reach the real
customer.

2(d) Consumer buying behavior:

The business market is vast. In fact, business involves far more cash and items than do
consumers shop. In some ways business markets are similar to consumer markets. Both
comprise population who adopt buying roles and makes purchase choice. This purchase
choice is the pivot of the markets exertion. Most of the large companies research on
consumer purchase choice. Consumer buying decision can change easily. So the companies
need to care about this. At the most basic level marketers want to know how business buyers
to various marketing stimuli.
Marketing program can satisfy the consumer by know actual need and want and fulfill it. This
is the most successful step to use in consumer demand. Consumer relationship is taken a big
place in marketing process. Many sellers make mistake to paying more attention to some
specific customer but all of customers are important.

2(e) Target market positioning:

The concepts of exchange and relationships between the buyers and customer lead to concept
of a market. A goods position means that the place the product occupies virtual to competitors
products in consumers thinker. A market is the set of actual and budding buyers of product.
An organization needs to find out the possible customer value of market which provided the
competitive advantages upon which to build the position of product. A successful
organization obviously depends on their target market. All of the organizations have to focus
on their target market and follow its rules and regulations and understand their appropriate
target market. By using a favorite place for target market can get great opportunity. It is very

useful term in our business environment. To create a good business environment has to make
a respectable position for target market.

Task3. The individual elements of the extended

marketing mix:
3(a) products development in competitive advantage:
A firm can attain new products in two ways. One is through acquisition and the other is
through firms own new product development efforts. Acquisition by purchasing a whole
company, a patent or a license to produce someone elses product. By buying new product we
mean original products, product improvements, product modifications, and new brands. The
main thing for companies which offer the customer to buy is product. So to maintain the
quality of a product is very significant. The development of the product based on the
individual elements of the extended marketing mix. Three are modern market development
can be arrange to use the marketing strategy. Under the organization there are so essential
elements can develop the market mix.
3(b) distribution is arranged to provide customer convenience:
Any business can be successful through using proper distribution of products.
Selling directly to consumers

Consum
er

Producer
Selling through retailers

Producer

Consumer

Retailer
Selling through wholesalers

Producer

Wholesaler

Retailer

These are the distribution networks.

Consumer

3(c) How prices are set to reflect organizations objective and

market conditions:
Price is a kind of thing that is paid by consumer for the cause of buying products. More
broadly, the sum of all the values that a consumer has to give up in order to gain the benefits
of having or using a product.

Product
costs

Customer
perceptions of
The fundamentals of price are list
price, discount, allowances, and
value
payment period and credit terms. Consumers will not fancy the product whose price is high.
Other internal and
Before pricing the product, the company should think about the ability of the target market
external
consumers. The company could allow the payment period for large price. So we can say price
considerations
setting is very important for our business position.
3(d) Promotional activity is integrated to achieve marketing
objectives:
On behalf of marketing objectives, promotion is one the elements of marketing mix.
Accomplishing a marketing objective requires a diversity of integrated strategies, and
promotional activity plays a vital part in that amalgam. Promotion has four Ps of marketing,
the others being product, price and place. The promotion classification focuses on strategies a
business to provide information to consumers about its products. Organization can have to
spend a lot of money in marketing process. Marketing distribution spend money for
marketing promotion to extent the communication to the customers. Promotional foundations
are advertising, personal selling, sales promotion. Promotion of a product means that the
business is trying to get the target customer and tell them about their product.
3(e) the "Seven P of marketing model:
Seven p is the most important thinks in marketing. In the overhead we converse about the
seven p of marketing mode.

There are 3 p which is physical evidence, people and process. This three P are less important
but sometimes we need to use this.
Physical sizes of occupies are not same. So a product for long guy is not suitable for short
guy. Here we think fat and thin people. So we need to think about the physical signal of a
product.
The next is people. The people test changes from society to society, country to country, and
also creature to creature. So we need to think about the publics.
The last one is process. This involves the whole thing that we need to do for send the product
to the customer. It is an important because processes sometimes make variances to brand
market place.

Task 4: Be able to use the marketing mix in

different contexts:
4(a) the similarities and differences of the marketing mix at
Amazon and Argos:
Marketing mix is an amalgamation of seven elements: product, price, place, promotion,
people, process and physical evidence. Usually association segments its market based on
consumer behavior, demographically, physiographic, physically. We see judiciously, we can
Amazon stab to find out the solution how to satisfy the customer. On the other hand Argos
trying to concealment the market with their product. They give the more attention to product
than the consumers. They have to focus on the quality of product and give the best service to
the consumer.
4(b) Illustrate differences in marketing products and services to
business rather than consumers:
There are so many business organizations have different kinds of products. An association
changes their products and services according their market demand. It is so important to
make up lack of the marketing process. We have the condition where we need to adopt on a
product that both Amazon and Argos could influence to the target market. Also other
organization like Superdrug, Tesco and baby shop also runs health and beauty service and
products to customers. We have to try to make our best product for the customer. Amazon
tries to please the consumer with their best service. Argos tries to style the better product.
They dont think about the consumers. Subsequently our decision is encouraging for Amazon.
4(c) Argos learns from Amazons experience as an international
market:
Amazon is an international company. It can control its marketing strategy very prudently. As
a new comer Argos can learn many things from Amazon. They must know how to the make
the marketing strategy and how to unpremeditated them. In what way to reach the global
customer, how to do the marketing strategy, this types of answer can bounce Amazon.
International market has more occasions than domestic market. When to global market there
has some significant alteration that differs domestic marketing to international marketing.
International market has so many big opportunities to get their success. Normally domestic

marketing has nonentity to do with radical relative. But international marketing have good
radical relative.

Conclusion:
So ultimately we can say that Marketing is very important for an organization to introduce
the product and service in the market place. Principles of marketing introduce us to the
essentials of marketing i.e. key concepts, methods of analysis, strategies, and tactics. Amazon
and Argos are two leading company all over the world. For sustaining in market for long term
they (Amazon and Argos) provide all kinds of benefits.
Without proper marketing any organization cant be successful and advance towards their
aim.