Running head: PRINCIPLES OF MARKETING 1

Principles of Marketing

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PRINCIPLES OF MARKETING 2

Introduction
The transformation of industries and businesses in the current world through marketing
strategies and innovation has created growth in companies (Li, Jiang and Wang, 2013).
Modernization in terms of technology has seen the utilization of various means of marketing and
promotion activities aimed at reaching markets and consumers through the use of improved
marketing strategies in different platforms (Filculescu, 2016). In this discussion, different
marketing concepts, theories, strategies and marketing principles will be outlined as observed
through the analysis of Iterable Company pictures in the Denver market that displays the
advertising and promotional methods used to reach consumers of their products and their
effectiveness in the market.
Denver market is standard market place and food hall in the United States that houses
local vendors which include chocolate shop, ice creams, fish markets, rotisserie, and coffee
shops amongst other products (Smith, Maye and Ilbery, 2014). In its operations, .the market has
included a number of marketing strategies that involve technological companies to reach the
outside world. Some of these companies in Denver Market are; Adtaxi, Inboxlab, BombBomb,
Iterable, Calibermind, Adswerve Inc, Virtuance, Adistry, Inficient and Influence Technologies
amongst others.
Iterable marketing pictures in the Denver Market.

Figure 1 Figure 2
Description of the Iterable Company
This is a growth marketing platform in the Denver market that usually creates, executes
and optimizes the marketing power into international markets through SMS, push services and
Emails. The channel helps the marketers to drive development and growth to the potential
customers with the right information given on a timely basis (Fustos, Morris and Haga, 2016).
Currently, the funding for the business is $32.3M with both domestic employees and employees
from other countries. The benefits of customers association with the Iterable are life, vision and
health insurances, onsite fitness centers, flexible vacation policy and professional development
allowances amongst others.
Description of the Photos
PRINCIPLES OF MARKETING 3

From the photos above, figure 1 shows the online connections that the Iterable have
adopted to reach the world. The Internet connection which is represented by the Wi-Fi icon
shows the intense in terms of technology in which the company uses and how potential
customers can reach their services. Other Icons such as the vehicles, locks, televisions and filters
displayed in the photo are among the products and services that can be offered through the
internet. This is an effective marketing model that exposes the products and services to potential
customers all over the world (Bushway and Denver, 2015).
Figure 2 shows how the customers can connect through the Email to order for the
products in the market. The Email is a very useful application in marketing of a company’s
products as it allows the customers to leave a feedback of whatever services they are offered.
These comments are important to the company to know any possible opportunities, threats and
strengths in the market (Przebieracz, 2008).
Marketing Concepts
Iterate has adopted a number of marketing concepts that include;
Selling Concepts. The firm believes that its customers will make purchases of the
products because it has undertaken a large selling market share and advertising models as
included in the pictures above. The company focuses to increase its sales in a wide market due to
its frequent promotional channels regardless of the potential high risks.
Marketing Concepts. The main aim of the business is to attain the organizational goals
through understanding the needs and wants of the market. This is attained through the firm
understanding the feedbacks of the customers through the Emails.
Production Concepts. The products in the Denver Market through the Iterable are highly
affordable to their customers. The firm choosing to follow this concept is risk seeking as the
future of their products and services is narrow and later losing the organizational objective and
sight.
Product Concept. Iterable is a technological company that understands the new
innovations required by different generations. Customers mostly prefer quality products and
which are well performing in the market (Luigi and Mihai, 2011).
Marketing Principles
Basic marketing principles that the company uses are captured by the 4 Ps of marketing as
follows:
Product - These are the main offers of the company in the market. From the pictures, Iterable
Company offers IT based quality products in the Denver Market.
Price - This is the amount at which the products are offered at in the market. Iterable Company
attains an affordable price for its products.
Place - This is the trading center of the products and services of the company. Iterable firm
operates on both physical market and online market for overseas customers through their
website.
PRINCIPLES OF MARKETING 4

Promotion - Through the different marketing models both physical pictures in Denver market,
Iterable Company is able to advertise its products and services and also online platforms.
Marketing Theories
The balanced scorecard: keeping all the assumptions in marketing constant, the balanced
scorecard outlines the vision and strategy of the firm at different levels Filculescu, 2016). These
levels include the learning and growth level, customer level, the financial sector of the firm and
the internal process and procedures of the firm. This scorecard is useful in the marketing
operations of Iterable Company to measure the effect of the photo pictures at a close level.
The Ansoff Matrix theory: this theory expounds on the operations of the on both the
current and new markets as well as the existing and new products in the market. Some of the
operations in Iterable Company marketing are the market penetrations, product development
cycle, diversification strategies as well as the market growth and development (Martirano, 2016).
The SWOT Analysis: in this analysis, it outlines the factors in the firm both internal and
external that maybe helpful or harmful to the firm. The analysis is done at a four level stage
which outlines the strengthening factors for survival, the opportunities exposed to the firm, the
threats which may arise in either the existing or new market as well as the weaknesses in
achieving the organizational goals and objectives.
Consumer Decision Making Processes: this is a systematic approach on the consumer
needs and market. The major stages that Iterable Company may consider in this theory are; the
consumer problem recognition, research on the highlighted problems, evaluation of findings and
alternative ways to solve the problem, purchase on market and the post purchases activities on
whether the products or services were satisfactory to the consumer or not (Luigi and Mihai,
2011).
Effectiveness of photo pictures in Marketing
The approach of marketing in which Iterable Company has embraced is effective in
making promotions for the firm. This is because the pictures display the different specifications
of the product such as dating, prices and quantity. The pictures and displays act as story tellers
about the goods and services which are offered by the company with their full information.
(Fustos, Morris and Haga, 2016) Online pictures play a major role because they contain a great
content of the real pictures in illustrations.
Conclusion
The use of photo pictures in advertising and promotions is of great benefit both to the
seller and buyer of the company’s products. The analysis above of the Iterable Company has
produced a light on the importance of these photo pictures and their relevance to marketing
concepts, theories and principles. (Bushway and Denver, 2015) It has shown that photo pictures
adverts have mutual benefits both to the users of company’s products and the company itself.
PRINCIPLES OF MARKETING 5

References

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Filculescu, A. (2016). The heterogeneous landscape of innovation in female led-businesses –
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Fustos, J., Morris, G. and Haga, W. (2016). Web Developer Knowledge and Skills
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Hult, G. (2010). Toward a Theory of the Boundary-Spanning Marketing Organization and
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Li, P., Jiang, F. and Wang, H. (2013). Transformation and Innovation of Industries under
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Luigi, D. and Mihai, I. (2011). Value Chain and Customer Relationship Cycle:Two Concepts of
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Martirano, M. (2016). Effects of Marketing Theories and Customer Relationship Management on
Small Colleges. International Journal of Marketing Studies, 8(4), p.94.
Przebieracz, B. (2008). The closure of the set of iterable functions. Aequationes mathematicae,
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Smith, J., Maye, D. and Ilbery, B. (2014). The traditional food market and place: new insights
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