marketing assignments

8/8/2019 Marketing Assignments

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MARKETING

According to Elliott Rundle Thiek Wallen :

Marketing is the activity , set of institutions , & process for creating , communicating ,

delievering & exchanging offering that have value for customers , clients , partners &society at large .

In addition to it PHILIP KOTLER , LINDEN BROWN , STEWART ADAM , GARYARMSTRONG .

Marketing is a social and managerial process by which individuals & groups obtain

what they need & want through creating & exchanging products and values with others.

MARKETING CONCEPT :

It is achieving organizational goals depending on the needs & wants of various target

market & then delivering the desired satisfaction more effectively and efficiently.

MARKETING EVOLUTION :

It is the thought that has evolved through three successive stages of development :Product Orientation , Sales Orientation , and Market orientation .

1.) Product Orientation : It typically focus on the quality and quantity of

offerings while assuming that customers will seek out and buy reasonably priced ,well made products . This mindset is commonly associated with a long ago era

when the demand for goods generally exceeded the supply , and the primary focus

in business was to efficiently produce large quantities of products .

2.) Sales Orientation: It is characterized by a heavy reliance on promotionalactivity to sell the products the firm wanted to make, became common. In this

stages , advertising consumed a large share of a firms resources , and salesexecutives began to gain respect and responsibility from company management .3.) Market Orientation:

Marketing is all about the understanding the needs of the customer and delivering tothe customers. For our client it is important to understand that he is targeting the

urban market where people are self sufficient to drive in the city. Here the need is not

to sell the product by bargaining on the price or by doing heavy advertisement; the

need is to make customer understand the benefits of riding bike in the city.The value for the customer lies in the easiness of traveling from one place to other

place.

It is environmental friendly which will lead to reduction in pollution.It will also bring health benefits to people who are time constrained to give adequate

attention to the health needs.

In addition it will also lead to reduction in traffic congestion.Here market plays the important role in propagating the above mentioned points and

making people understand the real value of the product.

MARKETING ETHICS :


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Marketing ethics is a set of moral principles that guide attitudes & Behaviour , it is also

recommended Business ethics has been an increasing concern among larger companies,

at least since the 1990s. Major corporations increasingly fear the damage to their imageassociated with press revelations of unethical practices. Marketers have been among the

fastest to perceive the market's preference for ethical companies, often moving faster to

take advantage of this shift in consumer taste. This results in the expropriation of ethicsitself as a selling point or a component of a corporate image.

Marketing and CSRMarketing CSR is Corporate Social Responsibility :

It means proactively promote the public interest by encouraging Community growth ,

development , Voluntarily eliminating practice that harm the public sphere , regardlessof legality . It is inclusion of public interest into corporate decision Making , and the

honoring of a triple bottom line .

MARKETING AND LAW :

AUSTRALIAN Competition and Consumer Commission (ACCC)is the AustralianFederal Government's national agency dealing generally with competition matters and the

only agency with responsibility for enforcing Australia's Trade Practices Act and thestate/territory application legislation.

As a very brief summary, the law revolves around asking people for permission to collect

and use their information, and obligations to disclose what information is being kept andfor what purpose, and obligations relating to the correction of inaccurate or disputed

information.You should read the Privacy Commissioner's own summary - the Australian

National Privacy Principles.

Our client is proactively promoting the public interest by encouraging people to use the

bikes. The use of bikes will reduce the pollution and make environment greener.Information of the people who will register on the website to hire the bike will be keptconfidential. The details for different payment modes will not be disclosed and misused.

Major bookings are done online where customers wont be able to see the real product

before making the booking. Client would be able to maintain the ethical image bydelivering the promise made on online booking.

MARKETING ENVIRONMENT : All of the internal and external forces that affect a marketers ability to

create, communicate, deliver and exchange offerings of value.
http://www.accc.gov.au/http://www.accc.gov.au/


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There are two major types of Marketing Environment:Macro Environment: This includes all factors that can influence and organization, but

that are out of their direct control. A company does not generally influence any laws

(although it is accepted that they could lobby or be part of a trade organization). It iscontinuously changing, and the company needs to be flexible to adapt. There may be

aggressive competition and rivalry in a market. Macro-environmental factors include:

Political forces: These refer to government policy such as the degree ofintervention in the economy. What goods and services does a government want to

provide? To what extent does it believe in subsidizing firms? What are its priorities interms of business support? Political decisions can impact on many vital areas forbusiness such as the education of the workforce, the health of the nation and the

quality of the infrastructure of the economy such as the road and rail system.

Economic forces: These include interest rates, taxation changes, economicgrowth, inflation and exchange rates. As you will see throughout the "Foundations of

Economics" book economic change can have a major impact on a firm's behavior.


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- higher interest rates may deter investment because it costs more to borrow

- a strong currency may make exporting more difficult because it may raise the

price in terms of foreign currency- inflation may provoke higher wage demands from employees and raise costs

- higher national income growth may boost demand for a firm's products

Sociocultural forces : . Changes in social trends can impact on the demand for

a firm's products and the availability and willingness of individuals to work. In the

UK, for example, the population has been ageing. This has increased the costs forfirms who are committed to pension payments for their employees because their staff

are living longer. It also means some firms such as Asda have started to recruit older

employees to tap into this growing labour pool. The ageing population also hasimpact on demand: for example, demand for sheltered accommodation and medicines

has increased whereas demand for toys is falling.

Technological forces : Technology can reduce costs, improve quality and lead

to innovation. These developments can benefit consumers as well as the organisationsproviding the products.

Legal Forces :These are related to the legal environment in which firms

operate. The introduction of age discrimination and disability discrimination

legislation, an increase in the minimum wage and greater requirements for firms torecycle are examples of relatively recent laws that affect an organisation's actions.

Legal changes can affect a firm's costs (e.g. if new systems and procedures have to be

developed) and demand (e.g. if the law affects the likelihood of customers buying thegood or using the service).

Micro Environment : This environment influences the organization directly.It includes suppliers that deal directly or indirectly, consumers and customers, andother local stakeholders. Micro tends to suggest small, but this can be misleading. In

this context, micro describes the relationship between firms and the driving forces

that control this relationship. It is a more local relationship, and the firm may exercisea degree of influence.

1.) Customers : Organisations survive on the basis of meeting the needs, wants andproviding benefits for their customers. Failure to do so will result in a failed

business strategy.

2.) Employees : Employing the correct staff and keeping these staff motivated is anessential part of the strategic planning process of an organisation. Training and

development plays an essential role particular in service sector marketing in-order

to gain a competitive edge.

3.) Suppliers : Increase in raw material prices will have a knock on affect on the

marketing mix strategy of an organisation. Prices may be forced up as a result.


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Closer supplier relationships is one way of ensuring competitive and quality

products for an organisation.

4.) Shareholders : As organisation require greater inward investment for growth they

face increasing pressure to move from private ownership to public. However this

movement unleashes the forces of shareholder pressure on the strategy oforganisations. Satisfying shareholder needs may result in a change in tactics

employed by an organisation. Many internet companies who share prices rocketed

in 1999 and early 2000 have seen the share price tumble as they face pressuresfrom shareholders to turn in a profit. In a market which has very quickly become

overcrowded many havel failed.

5.) Media : Positive or adverse media attention on an organisations product or servicecan in some cases make or break an organisation.. Consumer programmes with a

wider and more direct audience can also have a very powerful and positive

impact, hforcing organisations to change their tactics.

6.) Competitors: The name of the game in marketing is differentiation. What benefit

can the organization offer which is better then their competitors. Can they sustainthis differentiation over a period of time from their competitors?. Competitor

anlaysis and monitoring is crucial if an organization is to maintain its position

within the market.

Internal Environment: All factors that are internal to the organization areknown as the 'internal environment'. They are generally audited by

applying the 'Five Ms' which are Men, Money, Machinery, Materials and

Markets. The internal environment is as important for managing change asthe external. As marketers we call the process of managing internal change'internal marketing.'

Macro Environment:

Political forces: Government representatives would be supportive for this

idea as the value of this customer lie not only in just selling the bike but in the

additional benefits which bike usage will bring to environment and the customers.

Economic forces: In terms of economy, the consumers would be able to save on their

expenses on fuel. It will also help the government to reduce the fuel consumption, which

is non renewable source of energy. Fuel could be used in other better alternative.

Sociocultural forces :

In urban era people dont have time to give adequate concentration on their health. Thisidea will help people to utilize the time in more efficient manner and combine work with

fitness.

Micro Environment :


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Customers: Our client product meets the need of the customers who are time constraint

and health. Employees & Suppliers will feel proud to

Employees:Suppliers:

Shareholders:

Media:Competitors:

Internal Environment:

REFERNCES

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