1. Explain how the companys products have been developed, and how it has addressed the customers needs and satisfaction level in order to sustain competitive advantage (3.1)

2. Explain in detail how the distribution of the products is being arranged to meet customer convenience (3.2)

3. Explain how is the pricing strategies that the company use to achieve the goals and reflect market conditions (3.3)

4. Illustrate and discuss the promotion strategy that has been done to achieve the companys goals (3.4)

5. You are required to develop new products to be launched this season and plan the new marketing mixes for two different segments in consumer markets (4.1)

6. Illustrate the differences in marketing products or services to organizations (B2B) and to end-consumer (B2C), discuss how the company does it (4.2)

Markets can be identified by the final customer or the product itself, or both. The most common distinction is between consumer or Business to Consumer (B2C) and industrial markets or Business to Business (B2B). B2B refers to a business conducted between companies, such as manufacturer and wholesaler. When marketing products or services to an organization, it is likely to be far more complex than marketing to an individual or customers. It takes a highly experienced and trained people to execute this type of marketing and high interpersonal skills are required because multiple decision makers from the organization will be involved.

Every month, Naeva launches its new shoe collections. Before getting into the production stage of producing these shoes, Naeva must find suppliers that are able to supply them with the materials they need that also reach their quality standards. After finding several potential suppliers, a discussion will be held between decision makers in order to choose the right suppliers that meet their needs. This stage will also involve long processes of prospecting, qualifying, wooing, making representations, preparing tenders, developing strategies, and contract negotiations. (Agustine, 2014)

The long process will then lead to the final step of B2B marketing, which are contract negotiations. After choosing the right suppliers, both parties will then negotiate their contracts. In this stage, they must communicate their wants and needs and build strong relationship in order to have trusts in one another.

There are 6 identified industrial goods markets; they are capital goods, accessories, raw materials, components, supplies, and business services. The market that is used by Naeva would be raw materials market. This type of market produces raw materials that are used by an industry to produce valuable goods. For example, one of Naevas products, Choco require more than one raw material to be produced, such as faux leather, a type of synthetic material for the outsole, and wood for the bottom part of the shoes. All of these materials are supplied by chosen suppliers that have passed through many complex stages of B2B marketing and are approved by many decision makers.

7. Show and discuss all the factors that make international markets different to domestic markets and how the company deals with it (4.3)

8. Analyze and discuss the additional elements of extended marketing mix inside the company 7Ps (3.5) (BS 8)

The marketing mix is the merger of many marketing activities that are engaged by a business in order to meet the needs of its targeted audience the best way possible. It is crucial to combine the right elements of the marketing mix to reach its marketing objectives and to fulfill the customers satisfaction. Since todays marketing is more complex and customer oriented than ever before, the additional Ps have been added to the original 4Ps, they are people, physical evidence, and processes.

The first additional P would be People or also known as Provision of customer service. People are one of the most vital elements in a business, therefor; Naeva must recruit and train the right people in order to create a competitive advantage. Other than the products they offer, their staff is amongst other things that the customers consider before buying their products. Customers see Naeva entire company based on the people representing Naeva, which are their staff who customers can see and interact with. It is stated on their website that Only highly dedicated and qualified individuals are found at Naeva. This statement shows that they are concerned with their customer satisfaction and so they carefully choose the right people to work at their company.

Considering Naeva is an e-commerce company, they provide contact details of their customer service that their customers can contact to address any complaints or issue regarding their products, or simply to ask questions. Naeva ensures that the acquirement of appropriate product and service knowledge, interpersonal skills, as well as aptitude, are being met by their staff in order to deliver a quality service. Customer service must be well handled, from the time it takes for their CS to answer their customers email, they way they handle and solve the problems, etc. every aspect of customer service affect their customers judgment of the entire company.

The second P would be Processes. This element of the marketing mix is associated with the system that is used by the company to deliver the service. BS

The next element of the marketing mix would be Physical Evidence or also known as Physical layout. Todays customers are more likely to depend on physical cues to be considered when evaluating a product upon purchase, in other words, physical evidence is the tangible part of the service given to the customer. Therefore, it is Naevas job to design and execute such material evidence. Naeva offers its products online, so the tangible service that they serve to the customers are packaging and web pages.

Packaging refers to how they packaged their products before being delivered to the customers. There are some things to be considered when packaging products such as will the packaging prevent product damage upon delivery? Or will the packaging take long time or effort for the customers to unwrap? Or is the design of the packaging presentable enough? These are the things that marketers at Naeva must consider when choosing their packaging, because even the packaging can affect the customers judgment of the entire company. According to a research paper cited by The Paper Worker, 74% of young adults (18-25) are more likely to share a photo of product packaging through social media after receiving the product they have ordered online. (MarketingProfs, 2014) (BS, tunggu email dari bonita)

Naevas website also serves as a physical layout. Observing on their website, its layout and features are good enough to help customers navigate through their website easily. It is crucial for the website to be well designed so when potential customers visit their website, they can easily get around and find what they are looking for. Naeva has created a simple navigation menu on the top of their website to navigate customers through the site and find what they are looking for such as their products, help page, and several shoe collections put up by Naeva to assist their customers into finding the right shoes for them. They also placed a search bar on top right of their website to help customer find something easier and quicker.