The Various Elements And PROCEDURE FOR Marketing

Marketing professionals should be in charge of marketing. They need to be answerable for market advertising, pr, research, sales and consumer service. Customer needs need to be attained, because they can not come back, if indeed they stay unsatisfied. Once all this has been achieved the company should achieve a earnings.

Marketing definition by Kotler: "Marketing is the communal process where individuals and organizations obtain what they need and want through creating and exchanging products and value with others. " Consumers will exchange what they value (money), only if their need is being met.

Marketing description by Tailor: "Marketing is not about providing products or services it is essentially about providing changing benefits to the changing needs and needs of the client. " [1]

People buy benefits, not product or services. Costumer needs are always changing; a company should adapt and change using their customers, by upgrading products.

Definition of Customer needs: "Issues that customers intend to solve with the purchase of a good or service. " [2] Description of Customer would like: "Wants are a step ahead of needs and are largely reliant on the needs of humans themselves. [3]

Consumer is the most crucial person on which the business can minimize or expands. Customer needs clothes, food, make-up etc. , and would like a good quality of product, easy using personnel and unique. An excellent market will notify to customers what they actually need and want. If the client not exist marketing won't carry, marketing need to really know what a customer likes, his tastes, his needs they need to drag customer and to be friendly with them. Consumer value is characterized as the difference between what a customer brings from an increase, and what she or he has to surrender order to get that product. It can help companies and folks uncover their familiar creative electric power and complete amazing results. Comparative performance identifies how the goods and services allows customer value in accordance with what rivals give. It is vital that a consumer to be amuse, that amusement can make him a buyer, a client for very long time, if is not "satisfy" means shedding profit.

To captivate consumers something has a lot better chance of being truly a success if it amuses consumers' needs. Businesses which make fulfilling their customers a main concern are more likely to be effective at marketing. Marketing should influence all aspects of an enterprise. A production division, for example, wouldn't normally continue making something that didn't satisfy the needs of the consumers at whom it was aimed. To foresee consumer requirements businesses have to understand what customers want in advance. In some cases this is easy. For example, supermarkets and butchers stock out with turkeys before Christmas. In other circumstances it is more challenging. What colors of clothes will be stylish this year? A chain of stores with the incorrect colors will dsicover it difficult to market in its stock. Preferences and fashions in the current market segments are changing faster than previously. Marketing must predict and react to these changes. Conversations between customers also are extremely important and we should be polite, nice, and friendly with them. Matching to White Marketing is often admitted to have progressed through five particular phases of progression from starting: the production era, the easy trade era, the sales period, the marketing company age and the marketing team era. This is actually the classical progression educated in business classes today to tomorrow's marketing market leaders. But is it an accurate and complete representation of the several eras of marketing? The answer is no, because they're deviating in one era to another. The competitor orientation it is about getting customers and orientating others markets.

Marketing orientation sets the customer at the heart of the business enterprise. The organisation attempts to comprehend the needs of the customers by using appropriate research methods. Appropriate processes are developed to make sure information from customers is given back to the heart of the organisation. Essentially all activities in the organisation are established around the client. The customer is actually king.

Limitation of marketing concept is: the advertising concept, the merchandise and product notion, the marketing theory, the societal concept. [4]

The client satisfaction is a priority for the company, not because of altruism, but as the ultimate way to achieve its goals of revenue and / or growth.

AC 1. 2: Measure the benefits and costs of a marketing orientation for a decided on organization

SWOT evaluation (additionally SWOT Matrix) is a organised planning method used to judge the Strengths, Weaknesses, Opportunities, and Dangers involved in a task or in a business venture. A SWOT analysis can be executed for a product, place, industry or person. It includes specifying the objective of the business enterprise or task and identifying the internal and exterior factors that are advantageous and unfavorable to achieving that objective. Setting up the objective should be achieved after the SWOT analysis has been performed. This would allow possible goals or goals to be establish for the business. [5]

Costa Coffee SWOT Analysis




Excellent brand name and brand visibility

Eco-friendly practices, for Costa is concerned with conserving energy, water, controlling environment change and recycling

Offers free Wi-Fi to get and comfortable space because of its customers

Wide variety of product offerings

Reputation for value for money

Increasing amount of competitors

Limited products at different locations

There are not enough bilingual employees

Present in a limited number of countries




Continuously is increase

Taking over, absorb, or creating tactical alliances with other espresso brands

Grow in various consumer markets

Threat from existing coffee chains and junk food outlets

Intense price competition

SWOT Evaluation Summary

Costa Espresso is large restaurant. This restaurant is a British International company. The caffeine house offers a lot of espresso like: macchiato, latte, Americano, mocha, etc. Costa accept local groupings such as baby and mother, conferences, reading teams, and local charities to work with their outlets as a place to hold conferences in a laid back climate.

PEST Examination is a facile and basically used tool that can help you analyze the Politics, Economic, Socio-Cultural, and Technological changes in your business environment. This helps you understand the causes of change you are subjected to, and, out of this, take good thing about the opportunities that they present.

PEST Analysis pays to for four main reasons

1. It can help you to spot business or personal opportunities, and it offers you advanced caution of significant risks.

2. It discloses the course of change within your business environment. This can help you condition what you're doing, so you work with change, alternatively than against it.

3. It helps you avoid starting assignments that will probably fail, for reasons beyond your control.

4. It can help you break free of unconscious assumptions when you enter a new country, region, or market; because it can help you develop an objective view of the new environment. [6]

Costa Coffee Infestation Analysis



Coffee coffee beans are grown in expanding countries. Discussions about work conditions, child labor. Also political effect by tariffs and fees.

The key business problems for the industry as a whole firmly relate to the economic recession.



People spent more and more money on coffee. Customers do not only go to caffeine outlets to drink a espresso but also to sit down, and relax

Better and cheaper caffeine machines are available for home usage.

Importance having marketing objectives for a firm

The importance of marketing aims for a company is very essential. If organizations do not does this will haven't any clear sense of control? There will never be a goal. Each marketing objective has an important reason. Aims give for firm a feeling of direction, purpose and concurrence. Another reason is planning long-term also offers a basis for calculating and managing the performance of the workforce, the management, and the complete business.

The business plan of business is very important and the objectives are part of plan. Writing goals does not only help employees get involved in setting the course for the company. Objectives also help employees feel determined on an individual level. Some companies approach managing employee performance from the standpoint of individual performance objectives. Owning a business without aims is like owning a race with out a planned route. Unless you know where you're going, your chances of finding the finish range are pretty sleek, and you might wrap up simply jogging in circles. Placing a finish lines is only the start, however. Successful businesses use objectives to generate action ideas and govern day-to-day activity.

When you will discuss the major marketing aims you will accomplish through your plan in quantifiable conditions plus a discussion of your financial budget and the major activities or marketing initiatives you will undertake to accomplish those aims.

Marketing Targets of Costa Coffee

Growing the success, scale and market show in the other countries; Expanding new products which may have the potential to attain significant scale; Handling our business so that shareholders value is added by each of our activities; Making certain brand is a head in its field for customer service; Working to meet our obligations to the wider stakeholders in our business including commercial associates and the areas in which our brands operate.

Reference List

1. http://www. learnmarketing. net/product. htm

2. http://www. businessdictionary. com/definition/customer-needs. html

3. http://en. mimi. hu/marketingweb/wants. html

4. http://wiki. answers. com/Q/What_are_the_limitations_of_marketing_concepts

5. http://en. wikipedia. org/wiki/SWOT_analysis

6. http://www. mindtools. com/pages/article/newTMC_09. htm

TASK 2 [Specific Report]

Company Record:

Founded in 1909 under the name H. P. Newman, it transformed its trading name to Dorothy Perkins in 1919. In the 1960s, Dorothy Perkins was manipulated by the Farmer family, who used to own Wister Hosiery. Personnel in the branches could expect regular appointments from Alan Farmer, whose picture was printed in a booklet handed to new employees. Best known for its lingerie, tights, and sleepwear selections, its other clothes possessed a hard time competing with the more trendy Lewis Separates, now had by River Island Clothing Company Ltd, and Peter Robinson. [3]


Today, Dorothy Perkins operates 600 inspirational UK stores and over 90 outlet stores worldwide, most of them providing unique, wearable and affordable fashion for women aged 25 - 35. Our major store is dorothyperkins. com which boats to over 110 countries and showcases over 2, 000, lines that are kept up to date daily and gets around 500, 000 customers weekly. With over a century of experience and heritage underpinning our brand, we're still establishing our sights tightly on the near future to provide women with the best of the actual high street has to offer, by providing affordable and up-to-date fashion to a wide selection of likes, sizes and life-style.

A. C 2. 1 Macro and Micro environmental factors which influence marketing decisions of George

Micro factors

- Customer: Dorothy Perkins always offers their full effort to satisfy the client and their needs. This chain shop's tries to make their product more eye-catching by offering high quality clothes to the customer at exactly the same time they provide to gratify their customers with the truth of needs giving standard customer support.

- Rival: Dorothy Perkins has so many opponents such as French Interconnection, Reiss, Next, Peacock etc. Dorothy Perkins delivers good quality clothes and other things and standard customer service to defeat their competitor. Dorothy Perkins attempts to give types type of offers on clothes to catch the attention of customer to provide tight competition to Reiss and George who've big part of customers from market.

- Suppliers: Dorothy Perkins will follow some marketing strategies to keep good relationship with their supplier that they can make their business more profitable. Dorothy Perkins has some important way to keep good relationship with suppliers such as Groundwork Fair trade.

- Vendors: Dorothy Perkins distributes their product themselves. They are having the mark to serve the client with high standard customer support of being cost effective.

Macro Factors PESTLE Analysis

The basic Infestations research has been further lengthened with PESTLE. The ex - categorizes the exterior environment into six sections: political, monetary, social or ethnic, technical, legal and environmental. These alternative analytical tools will allow making a matrix similar to the Infestations method. [1]



Dorothy Perkins works their business with politics factors like the need to take authorization from government to run their business; Sell different variety of Personnel (Clothes, shoes, nightwear etc. )

Like other companies Dorothy Perkins do affected by economical factors. Next has currently 7% of share of the towel market. Like other companies Dorothy Perkins even possessed bad have an impact on by the market meltdown.



Arcadia Group and the code of do, company's charities and public aspects such as time, lifestyle, income, which may affect the company.

Dorothy Perkins offers their staff's proper training to make their efficiency higher.

Online shopping, transport enhancements, online shopping, card repayments etc.



Dorothy Perkins continues the legal relationship with other standard bank, services are legal.

Next keep up with the government work of provision.

They recycle their products that happen to be mainly demolished away.

AC 2. 2 Segmentation requirements to be utilized for products in various markets

Segmenting a market refers to the process of dividing market into smaller sub-groups predicated on some key defining characteristics of consumers. This will allow a business to better target its marketing initiatives, using more specific promotional activity to raised meet the needs of its consumers. Business should segment market in a number of ways, such as by physical region, years, and income. [2] Cardozo advised industrial market segmentation located on wide-ranging two-step classifications of micro-segmentation and macro-segmentation. This model is one the most common methods applied in retail markets today. It is sometimes prolonged into more technical models to include multi-step and three- and four-dimensional models. Macro-segmentation centers around the characteristics of the buying company, thus separating the market by

Company / corporation size: Dorothy Perkins is one of the very most functional and easily identifiable conditions; it can even be good rough indication of the business for a firm. However, it requires to be coupled with other factors to attract a realistic picture.

Geographic location is simply as simple for Dorothy Perkins. It instructs Dorothy Perkins a great deal about culture and communication requirements. For example Dorothy Perkins would choose some other bidding strategy with an Asian customer than with an American customer. Geographic location also relate to culture, words and business behaviour.

Benefit segmentation: The product's economical value to the client (Hutt & Speh, 2001), which is one of the very most helpful requirements in Dorothy Perkins shop. It recognizes that customers buy the same products for different reasons, and place different principles on particular product features. For instance, the access control in Dorothy Perkins trading markets the same products for just two different value sets: Banking institutions, factories and airports install them for security reasons, i. e. to protect their resources against.

Micro-segmentation on the other side takes a higher amount of knowledge. While macro-segmentation place the Dorothy Perkins business into wide categories, helping an over-all product strategy, micro-segmentation is vital for the execution of the idea. "Micro-segments are homogenous groups of buyers within the macro-segments" (Webster, 2003). Macro-segmentation without micro-segmentation cannot supply the expected benefits to the organisation. Micro-segmentation focuses on factors that subject in the daily business of Dorothy Perkins. The Dorothy Perkins separate the market predicated on supplier information that seem to be preferred by decision-makers, e. g. high quality - quick delivery - prime price vs. standard quality - less-prompt delivery - low price. Purchasing strategy, this comes into two categories: First, Dorothy Perkins contact familiar suppliers and place the order with the first supplier that fulfils the buying criteria. These tend to include more OEM's than general population sector purchasers. Second, Dorothy Perkins considers a more substantial variety of familiar and unfamiliar suppliers, solicit bids, look at all proposals and place the order with the best offer.

2. 3 The Targeting Strategy Utilized by Dorothy Perkins

Dorothy Perkins will try to get all type of customers according to their price. They give types types of offer to attract customers such as half price or 10% off on specific product. Dorothy Perkins is usually done with pink wall space and paying more attention on lamps in important area of the stores such as service counters, dress for man, women and children section and other section well which is bringing in customers to store in Dorothy Perkins as time the customers take it as circumstances issue to shop from Dorothy Perkins. Dorothy Perkins focuses on the busy customer who would like shop physically from their website; Dorothy Perkins has online shopping system and free delivery as well.

A. C 2. 4 How buyer patterns affect Dorothy Perkins's market activities in various buying situation

"The decision-making process where formal organizations build the need for purchased products and services, and identify, examine, and choose among alternative brands and suppliers"---Kotler and Armstrong (Rule of Marketing; 1989).

Consumer buying situation: individuals are who buy the product for workers needs. Dorothy Perkins delivered daily used product named Essential Dorothy Perkins. Industrial buying situation: commercial potential buyers are who buy the product never to use for them to use for their business. For my decided on company Dorothy Perkins; it includes industrial potential buyers, because Dorothy Perkins produce product with own labeled and top quality what few of others found in their business.

A. C 2. 5 Proposal for new placement of Dorothy Perkins product/service

It is essential that Dorothy Perkins minimize risks visible in order to become competitive and maintain success and success. The major threat present in growing Dorothy Perkins into France and Germany is the inability of fulfilling the needs and requirements of the consumers located in France. This risk is major because consumers are vital for an effective business because the organisation is set up to meet their needs and wants, resulting in profits. Unsatisfied consumers lead to poor sales, causing a lack of profits resulting in an unsuccessful business that is pressured to stop trading which can cause individual bankruptcy. So for Dorothy Perkins to prevent these problems to occur, it is essential that they gratify their consumers and develop their consumer le base. This is achieved by watching and general market trends in France and Germany in order to comprehend the consumers with the countries. Dorothy Perkins will be increasing therefore they could provide consumers with goods and services designed to match their wants and needs. Therefore sales will increase resulting in high income and an effective and competitive business. Among Dorothy Perkins's main opportunities is how big is the market in France and Germany due to the large people. Therefore next can concentrate on their goods and services at a more substantial market and consequently have more prospects. This may lead with an expansion in the client le base. This may preserve a good corporate image.

Reference List

1. Clark, P. , Golden, P. , O'Dea, M. , Weiner, M. , Woolrich. P. , & Olmos, J. (2009). Business and Management. Oxford: School Press, p 46.

2. Clark, P. , Golden, P. , O'Dea, M. , Weiner, M. , Woolrich. P. , & Olmos, J. (2009). Business and Management. Oxford: University or college Press, p 194.

3. http://en. wikipedia. org/wiki/Dorothy_Perkins

Task 3 [Specific Task]

Main elements of an affective marketing mix

A crucial aspect of successful marketing planning is in building the right mix. The mix attempts to cover every one of the important elements needed in the marketing of something. It is often referred to as the "four Ps" of price, product, place, place, and promotion. Recently, and particularly relevant to the service sector, the excess "Ps" of individuals, process, physical information, and packaging have been added. [1]

A. C 3. 1 how products are developed to maintain competitive advantage

Product markets exchange consumer goods purchased by family members sector, capital investment goods purchased by the business sector, and goods purchased by administration and foreign industries. Something market, however, will not are the exchange of recycleables, scarce resources, factors of development, or any type of intermediate goods. The total value of goods exchanged in product marketplaces each year is assessed by gross domestic product. The demand side of product marketplaces includes consumption expenses, investment expenditures, administration purchases, and world wide web exports. The resource part of product marketplaces is production of the business sector. [2]

Producer products are being used to make other goods and services or in the procedure of a business. For example, a coffee machine and building are two company products used by Starbucks to produce a cup of dished up to consumers. Company products can be purchased by one business to some other through business to business marketing. The sit down elsewhere is a consumer product since it is purchased by individuals or homes for personal use. An automobile bought from a supplier by an individual will be a consumer product bought in a consumer market. In contrast, an automobile bought with a business for use as an organization car would be a maker product. Consumers buy products as a result of benefits given by these capabilities. Tangible benefits are benefits which is often measured. For example, the advantage of a train journey might be that it gets you from London to Glasgow in four time. The benefit of a washing machine might be that it will rinse for five years without wearing down. Intangible benefits are benefits which, though present, can't be assessed. Some products are bought because of the image they present. For example, wearing a t-shirt in the colors of any national sports team might have been considered popular through the World Cup of 2006.

Good design of product is not merely about working properly. Additionally it is about how a product looks to the customer. In some industries, such as clothing, vehicles and kitchen equipment, aesthetics and design have a great result on how customers spend their money. The essential model behind most organizations is to generate products and sell them to customers for a income. These products or services must surpass a certain quality standard expected by customers. If the product quality level is not attained, there are outcomes to face for the business enterprise. The characteristics of good products are: it ought to be functional and match the needs of customers. For instance, food should tastes good. A teach service need to be fast, consistent and reliable. A good product should be also affordable, aesthetically satisfying, environmentally and socially friendly.

A. C 3. 2 how circulation is established to provide customer convenience

Place: Product distribution programs are your places for selling your products. Positioning is a simple activity like making an e-catalogue for an online store. Product location planning, you should think about the many pathways to everywhere you go you can sell your product. You need to know that whether your product has increased sales when its placement close to cashier location, shop or team store performs better and doesn't forget about the price tag on placements too.

There are several ways in which businesses arrange syndication to provide customer convenience. The methods used may vary slightly based on what type of business has been operated. For example, those who are working an e-commerce business will have different techniques than those people who have a typical "real life" business head office. Also, different real world businesses may have different techniques dependent upon the size of the business and where they might be dealing with customers. First, let's check out e-commerce. Amazon. com is a great exemplory case of how circulation can be arranged to make things far more convenient for customers. Amazon offers free standard transport for items which are marketed through Amazon. Among the reasons that they are able to do this is because they have circulation centre located everywhere. While you make a obtain the website, you will get your packages from a specific circulation centre and the location of the centre is dependant on whichever one of the Amazon fulfillment centre is closest you possesses the item within its standard inventory. This ends up with savings for the client as well as faster receipt of items purchase, as they often do need to visit very far. In addition, it means that packages are less likely to arrive ruined or in poor condition, as they don't need to be in transit as long or change hands as much times. Next, there are stores that you can walk into an order of their display inventory. The item will then be delivered to you from an area distribution centre that is situated in another part of your city or point out. This technique allows stores to lessen travel costs as items don't have to be delivered in large quantities to every individual store. These are just housed at a central circulation warehouse instead. The savings that companies see in their own transport, warehousing, labor and other costs convert to cost savings in final prices for customers. They also usually mean that fulfillment processes are definitely more reliable as well, as the network for handling distribution isn't as intricate and susceptible to problems of issues.

A. C 3. 3 how prices are placed to echo an organisation's targets and market conditions

Price is not simply a number on a tag hanging on something, but pricing can be an important marketing strategy in all manners. To be able to properly price your product, the complete business and marketing strategies will be required. Your customer can afford your products, appropriate sales channels, product cost, rivals and expected earnings.

The price of something should be worth the worthiness of the merchandise. Prices are always proven with an organization's goals or goals and market conditions at heart. Management chooses the marketing strategy, pieces the organizational goals and objectives, and determines on what product lines and services are worth pursuing. Because of this, prices are always subject to the type and beliefs of those who lead the organization. Prices are also proven based on an organization's goals and the market conditions at any moment in the business's operations. Companies examine the market and appearance at the way certain products are doing. This is one way they determine if a product is likely to be contained in their own product lines or services that they offer. That is also that they decide if they are going to keep to make a particular product. Products that don't succeed are often discontinued. Sometimes, prices may be reduced, but this is difficult to do if production costs remain high. A business that cannot visit a profit or a sufficient profit on a specific product will simply discontinue it rather than lower the purchase price and lose money on creation. Businesses also take a look at market conditions in conditions of competition performance and costing in order to create their own success options. This is why you will see many businesses producing similar products and rates those products very similarly as well. Businesses that are more developed with easily recognizable names are often people to set the typical prices within the marketplace. Businesses that aren't as recognizable and can't as easily gain new customers have to set lower prices in order to get people to acquire their products. If businesses desire to increase sales and win customers from rivals, they need to produce good products and price their items lower than the competition. This is merely one of the many ways in which prices are establish by an organization's objectives and market conditions.

A. C 3. 4 Illustrate how promotional activity is included to attain marketing objectives

Promotion can be involved with any vehicle you employ for getting visitors to learn about your offering. Advertising, public relations, point-of-sale shows, and word-of-mouth campaign are all traditional ways for advertising. Promotion can be seen as a way of closing the information distance between would-be retailers and would-be customers. The selection of a promotional strategy will be dependent upon your budget, the kind of offering you are available, and availability of said promotional vehicle. [3]

The targets of promotion

A business must be clear about precisely what it is trying to accomplish through its advertising. The main aim of any advertising is to obtain and hold on to customers. However, there's a volume of other objectives, some or all of which any successful plan must fulfill.

To make consumers aware or increase awareness of a product; to reach a market that will be geographically dispersed; to remind consumers about the product. This may encourage existing consumers to repurchase the product and may catch the attention of new consumers; showing a product is way better that of a competition. This may encourage consumers to change acquisitions from another product; to build up or improve the image of a small business rather than a product; to reassure consumers after the product has been purchased. This builds up confidence in the product and could encourage more to be purchased at a later date; to aid and existing product. Such marketing promotions enable you to remind consumers that a trusted and well thought of product is still available.

The main promotional methods utilized by the firms are: Advertising: by advertising, the product or service could become more known; Personal offering: selling in person with the customer. This could require developing a romance with the actual buyer; Sales Advertising: there could be special campaigns on sales; Consumer relations/publicity: the product or service may gain promotion, that may gain more demand if customers are thinking about it; Sponsorship: a firm gets a sponsorship deal with another company to gain promotion. E. g. companies advertise on soccer team's t-shirts; Direct Marketing: in person advertising or buying; Market Marketing communications: emails used to talk to the market/the people (customers).

They are employing promotional tools because its try to draw attention to a firm product or business in order to gain clients or to hold on to existing ones. The importance of internet is increase as an advertising medium in the united kingdom. Now the majority of everyone have Internet access. Which means that companies are growing curiosity about advertising via websites on Internet. One major edge is the fact that websites can be reached by consumers all over the world, giving companies a worldwide market. The vast majority of companies will have their own websites to advertise products and some even allow customers to buy online using credit cards.

A. C 3. 5 Analyses of the additional elements of the expanded marketing mix

People: Power of individuals is very powerful in all markets, don't disregard it. People can affect and impact your products in virtually any situations and programs. If you apply all the Ps without considering about people, then your sales could not be really maximized.

Physical Evidence: That is very another great P which expanded from the original 4Ps before. If you can effectively roar as much as satisfactions to all customers and clients in the market, the greater long-term sales earnings you may make in the same market.

Process: If almost every other Ps is put on your product however your process was poor, the failures are waiting around in advance. Process is an integral to fully flourish in promoting your products in every markets. You'll want a good or at least ideal process carefully organized along mutually without Ps.

The prolonged marketing mix is a combo of elements that make up a campaign to market a product. It is an extension on the original marketing mixture of product, location, price, and promotion, adding additional factors that can effect the success of a marketing campaign. Companies preparing to launch new promotions need to believe about how to arrange them, given the product, the business's reputation, and the market. Failing to assemble the right marketing combine can lead to a catastrophic intro to the marketplace. In the mid-20th century, marketers commenced checking out the "Four Ps, " because they are known. The merchandise itself, combined with the price range, is important, as is the position in appropriate venues and the campaign to reach consumers. Other elements of a protracted marketing mix range from people, physical surroundings, functions, and the provision of customer support. Maintaining the P theme, marketing professionals have developed lots of expanded marketing mixes including seven to 27 Ps. Increasing the concept of the marketing combine is very important to companies that want to adapt to new markets. For example, just placing a product in stores is not enough. A producer with retail outlets also needs to think about physical environment and design. The store should present the right appear and feel, leading consumers to develop positive associations with the brand. Products inside the store should be displayed logically and regularly, in the locations customers would check first if indeed they were looking for specific items.

Reference List

1. Clark, P. , Golden, P. , O'Dea, M. , Weiner, M. , Woolrich. P. , & Olmos, J. (2009). Business and Management. Oxford: School Press, p 186.

2. http://glossary. econguru. com/economic-term/product+market

3. http://EzineArticles. com/721799

Task 4

A. C 4. 1 Plan marketing mixes for two different sections in consumer markets

Marketing mix can be an essential tool you can use to market our products. The marketing mixture refers to those elements of a firm's online marketing strategy which are made to meet the needs of its customers. There are four parts to the marketing combination - product, price, advertising and place. To meet consumer's needs also to create a powerful marketing mixture, business must produce the right product, at the right price, make it offered by the right place, and let consumers know about it through advertising. The reason for segmenting a market is to allow your marketing/sales program to focus on the subset of potential customers that are "probably" to purchase you're offering. Depending on whether you are selling your offering to individual consumers or a company, there are certain differences in what you would consider when defining market segments.

Geographic segmentation might include taking into consideration the region of the country where consumers live and the nature of the spot, e. g. rural, metropolitan, semi-rural or suburban. It could also consider the type of house, highway or section of a city that folks live in. This method can be especially useful in large or highly culturally diverse markets, where buying patterns are affected by region. Many large businesses offering into global market segments have different products for different countries or areas. For example, NESTLE has sold refrigerated profiteroles in France and a fortified drink called NESTLE MILO with a malted flavor in Japan.

Marketing Mixture of NESTLE in France

Nestl has been present in France since 1868, just one single year following the foundation of the business. Actually, the first sales office for the newborn method farine lacte Henri Nestl opened up in Paris in 1868. In 1916, Nestl inaugurated its first manufacturer in France, followed by several others over time. Of the, many

are focused on production for European marketplaces (Nescafe, Natures, etc. ). Today, Nestl has 31 factories on 29 industrial sites across the country. [1]


Nestle first launched its natural powder milk in the market and then arrived the liquid natural powder and other products. Nestle has presented the milk natural powder which outshined others due to its great flavour, refrigeration, ready to drink, less volume level, more stable shelf life. The mark market of the product is definitely he tea drinkers who've a choice and capacity for the best style. Nestle is designed to be used in general but it is popular usually in office buildings and cafes for tea purposes. The current position of the product in the market is matchless in quality and does not have any match. It offers an adequate name and place in the market. The Nestle company logo is a must, other than that the product is made available in convenient sizes and attractive colors.


Nestle sets prices of these products based on the market demand as low as possible because nestle is the development setter on the market. The profit margin is usually high as a result of high quality of the merchandise. Not to the final consumers but it could be considered for the he organizational consumers like Nestle has given discount rates to PIA. Nestle never results the paid cash back. If the state is valid then they can replace the products. Bulk purchase discount is also provided at the complete sale marketplaces as well as at the market stores. Seasonal price modifications are also seen, especially regarding delicious chocolate products.


Nestle has implemented the channels for advertising through TV, Information papers, mags Doctors and hoardings etc. The product is advertised aggressively in the market. Nestle have adopted online advertising methods in France. This method is very productive and easy for all people around from France. Sometimes limited current economic climate offers enhance up the popularity of brand especially in the event when new induction to the market is made.


Nestl's products are located around in France irrespective of big and small locations. Usually Nestl's mode of transportation is highway.

Demographic segmentation is one of the most commonly used forms of segmentation as it is evidently identifiable. The variables used for Demographic segmentation help separate a large population into specific customer communities. Each and every individual comes with an time, gender, income etc. Thus for mass marketing, this becomes among the best ways to diversify individuals. This also helps in analyzing lots of data in shorter time for market research as well for promotions. [2]

Marketing Mix of McDonalds in India

When you head into a McDonald's in India, it generally does not feel that much different from one in the U. S. That's, until you make an effort to order. When McDonald's first came to India 15 years back, it ditched the top Macs and One fourth Ponders to try to fit in a country where cows are sacred & most people frown on eating meat. The chain tried out re-creating its American classics with lamb, but it was a flop. Instead, McDonald's launched homegrown alternatives like the vegetarian McAloo Tikki potato burger to go along with its non-beef criteria like hen nuggets and fish sandwiches. Now, following success of its vegetarian dishes, which make up 50 % of its current menu, McDonald's is certainly going one step further. This month, the chain announced a plan to start its first 100 percent vegetarian McDonald's in India. "India is a huge test for McDonald's. The problem in India is, a vegetarian is a rigorous vegetarian. There were occasions that I've seen where a person who's vegetarian would not even sit with a person whose eating non-vegetarian food. It really is that level of seriousness, " says Rajesh Kumar Maini, head of communications for McDonald's in India. [3]


McDonald's is aware that items on its menu will change in attractiveness. Their ability to create profits will vary at different points in their routine. In India McDonalds has a varied product range concentrating more on the vegetarian products because so many consumers in India are mainly vegetarian. The happy meals for the children is a superb seller amongst others.


In India McDonalds classifies its products into 2 categories specifically the branded affordability (BA) and branded key value products (BCV). The BCV products mainly include the McVeggie and McChicken burgers that cost Rs 50-60 and the BA products include McAloo tikki and Chicken McGrill burgers which cost Rs20-3 This has been done to gratify consumers which different price perceptions.


The promotions facet of the marketing blend covers all sorts of marketing communications. One of the methods hired is advertising, Advertising is conducted on TV, radio, in movie theater, online, using poster sites. Other promotional methods include sales campaigns, point of sale display, merchandising, direct mail, loyalty schemes, door drops, etc.


McDonald's outlets are extremely evenly propagate throughout the locations making them very accessible. Drive in and drive through options make McDonald's products further convenient to the consumers.

A. C 4. 2 Dissimilarities in marketing products and services to businesses alternatively than consumers

Business operating in business to business markets

Such firms have other businesses as their consumers. For instance, the manufactures of fork lift pickup trucks do not market their product for use in consumer's homes. Instead, they are targeted at business who's considering buying these products, such as warehouses. Certain businesses make little use of market segmentation. Some simply take up an undifferentiated strategy towards marketing. For example, local newsagents will want to sell to the whole market. The type of the service it includes means that this market will be local. Evenly, many businesses have little need to portion their markets. When a business is producing a commodity bought from bulk, like whole wheat, copper or essential oil, you don't have to produce specific products for specific sections of the marketplace. Customers want to buy a standard product. It could also be that the cost of producing different products to fulfill different market sections very good outweighs what customers are ready to pay for the differentiation. Customers might choose to buy a cheap undifferentiated product alternatively than expensive one designed precisely with their needs. Some businesses even intentionally produce brands to appeal to all customers. They want to capture as much of the market as possible with an undifferentiated product. For instance, in the UK tea brands such as PG Tips or Typhoo Tea are aimed at the mass market.

Consumers markets

Many marketing theories and ideas have been developed to make clear the patterns of consumer marketplaces, especially those for high sales, mass market goods (commonly known as fast-moving consumer's goods or FMCGs). Most businesses functioning within such market segments tend to concentrate upon all aspects to the marketing combine, paying a great deal of attention to every factor.

The variations between consumer and business to business markets mean that the marketing mix for businesses working in both of these areas can vary greatly a good deal. Whereas the marketing blend for most mass market consumer goods often places emphasis upon advertising campaigns in the marketing, business to business marketing relies more upon personal contacts and the role of personal offering. International shows are important events, where makers can speak to actual or prospective customers.

Intangibility of service:

Service cannot be defined as physical attributes because it can't be seen, tasted, sensed, heard, touched or smelled before it is purchased, so that it is difficult for consumers to tell beforehand what they will be getting. The experience consumers obtain from the service has an impact about how they will understand it. And perceived service is dangerous and difficult to judge, customer tend to count more on references, reputation, facilities of the service agency as an indication of quality. Service marketers identify the feelings that they want the customer to experience because of this of the service. They stress the positive components of tangibility in the service, make all marketing communications with the client clear and concentrate constantly on service quality. For instance when anybody will buy a car, he/she will take it to test drive, if indeed they like it than pay just and buy the automobile, never purchase test drive. But if you get a meal at a restaurant, you don't know what will serve. Now buyers only check out tangible facts like cleanliness, beautification, staff motion, which provide the information of quality of intangible service.

Inseparability of service

Services can't be segregated from the service supplier. It is labor intense. After it is sold, the customer can't be taken away from the company it is simultaneously produced and consumed. It is being produced at the same time that the customer receives. So customer is also part of the product. For example in a restaurant, you order your food, during the time of waiting around and delivery of the meal, the service provided by the company is all area of the service development process and is also inseparable, the staff in a restaurant are within the process as well as the grade of food provided.

Perishability of service

A feature of services unused capacity can't be stored or preserved for future deal or use; it perishes after a specific time. For instance a 200 room hotel that only offers about 160 rooms for particular night. It could not inventory the remaining 40 rooms and sell them next evening; earnings lost from these 40unsold rooms is fully gone forever, because of perishable character of service. Same in a playground or airlines, where in case a match is placed today and few chairs aren't sold lets take because of less popular team are participating in these seats can't be sold in next match. And in airlines also for a destination all seats are not sold, earnings will be gone once trip over, so if these chairs were sold even at good deal some revenue may have earn. Thus service is perishable; it perishes if it is not used at particular time.

Heterogeneity or variability of service

It is very hard to make each service experience similar, since services are not produced by an individual entity and then distributed to consumers, the grade of services can vary greatly depending on who provides the service as well as where, when and exactly how they are provided. There's a strong likelihood that the same question would be answered slightly differently by differing people and even by the same person at differing times. (Wolak. R, 1998) A guest can obtain excellent service 1 day rather than that good another day from the same person, because service person may have some personal problem or not need noticed well. If journeying by aircraft the service quality varies from the very first time you traveled by that airline to the second, because the airhostess is pretty much experienced. [4]

A. C 4. 3 how and just why international marketing differs from home marketing

At onetime businesses may have thought that marketing products abroad was an adventurous act. It was generally performed by large businesses which acquired grown too large for domestic market segments. Today, however, the planet has 'shrunk' anticipated to, amongst other activities, immediate changes in international move and telecommunications. One effect of this is that a business now needs to consider the danger from international competition and the opportunities which might b gained from marketing internationally. For many organizations international marketing is no more an option. It's important if the business is to make it through in a competitive business environment.

Domestic marketing is the selling of company's products within a local financial market. It deals with only one group of competition and economical issues which make it more convenient to do. You will find no language obstacles in domestic marketing and obtaining and interpreting data on local marketing tendencies and consumer requirements is easier and faster to do. It helps the company make decisions and develop marketing strategies that are far better and efficient. The potential risks are also reduced with domestic marketing and it requires lesser money. Local markets are not as broad as the international market though & most companies are aiming at conducting business globally.

International Marketing

International marketing is the campaign and deal of company products to consumers in different countries. It is very complex and takes a huge amount of financial resources.

Every country has its own regulations on business and a business that is aimed at getting into business internationally must first know about them. Consumer likes and preferences may also are different so marketing strategies must be created to focus on the needs of different consumers. International marketing requires more time and effort, not forgetting its being very risky too. The international market is very uncertain and a corporation must always be ready for changes that may suddenly occur. It needs a higher degree of commitment to achieve a global market. [5]

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