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Marketing Principles
[Name of the Writer]
[Name of the Institution]
Marketing Principles
Table of Contents
Brief Background of the Company.....................................................................................1
1.1 Various Elements of the Marketing Process................................................................1
1.2 Marketing orientation culture.......................................................................................5
2.1 Macro and Micro Environmental Factors.....................................................................6
2.2 Market Segmentation...................................................................................................6
2.3 Targeting strategy........................................................................................................7
2.4 Effect of buyer behaviour on marketing activities........................................................8
2.5 Positioning of the new product....................................................................................8
3.1 Sustainable Competitive Advantage through New Product........................................9
3.2 Distribution Strategy..................................................................................................10
3.3 Pricing Strategy.........................................................................................................10
3.4 Promotional Strategy.................................................................................................11
3.5 Additional Elements of the Extended Marketing Mix.................................................12
4.1 Marketing mix for two different segments..................................................................13
Product.........................................................................................................................13
Price..............................................................................................................................13
Place.............................................................................................................................14
Promotion.....................................................................................................................14
4.2 Difference between Marketing to B2B and B2C........................................................14
4.3 Domestic Marketing and International Marketing......................................................16
References.......................................................................................................................18
Marketing Principles
09-12).
Marketing process is the entire process through which
an organisation or company interacts with its target
market.
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number of aspects.
These aspects can be referred to as the elements of
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process.
In general, the two parties involved in the marketing
process are:
1) The organisations marketing management
2) The target consumer(s)
promotion.
Product: The main offering by the company is termed
as product. This includes all the features and aspects
associated with the offering.
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the
customers
dwell
is
known
as
the
environment.
This environment and the forces in it affect the
marketing process.
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basis of age (15-24 years old) and occupation (mainly students). The psychographic
segmentation will allow the company to segment the market on the basis of interest
(health conscious favouring healthy products) and lifestyle (healthy life style). The two
segments will be used in combination to design the marketing strategies related to the
new product Goji Plunge.
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website and face book and twitter pages. Physical evidence can be integrated by
making the shelves of placement and the kiosk place din universities and malls
attractive and communicative of the benefits and attributes of Goji Plunge. The vans
used for transport ads will also act as physical evidence.
Product
The beverage for the middle class income will be available in bottled form
whereas the beverages for the high income class segment will be available in canned
form. The reason for this is that high income class segment usually prefers canned
beverages. The taste and benefits; however, will remain same for both segments.
Price
The price for the middle income people will be the same as the one offered by
other bottled beverages whereas the price for the canned form of the beverage for high
income class people will be relatively a little high to make the quality prominent.
Place
The bottled beverage for the middle income segment will be made available
extensively at all the places from a local shop to the general store and university
campuses. The canned drink; however will be placed at exclusive places targeted
mostly by high income class people such as marts, malls, theatres and other similar
places.
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14
Promotion
The promotions again will differ for the two segments. The promotion for middle
income segment will be mainly centred on indoor and outdoor advertisements and sales
promotions. The promotions of the canned beverage will be based on BTL activities
arranged in the places such as malls, marts, theatres, universities and other such
places.
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is
elite
and
sophisticated as well.
B2B marketing needs to be done more carefully and
watchfully because of greater risk associated.
service.
Marketing in B2B is more focused on personal selling
(one-on-one) calls and meetings to the customer rather
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References
Anonymous (2009), How to achieve an effective marketing mix, p.04. Data retrieved
from http://www.cim.co.uk/files/marketingmix.pdf on July 13, 2013
Anonymous (2011) The dangers of energy drinks, pp.01-02. Data retrieved from
http://www.mcieast.marines.mil/Portals/33/Documents/Safety/Abuse/EnergyDri
nksHandout.pdf on July 13, 2013
Barker, N., Valos, M. & Terence, S. (2011) Integrated marketing communications,
pp.0506. Data retrieved from http://books.google.co.uk/books?
id=VZQraFDCtIEC&printsec=frontcover&dq=integrated+marketing+communica
tions&hl=en&sa=X&ei=tb6UfKsLMyHhQfl1oHoBA&sqi=2&ved=0CDYQ6AEwAQ#v=onepage&q=integra
ted%20marketing%20communications&f=false on July 13, 2013
Barker, R. & Angelopulo, G. (2006) Integrated Organizational Communication, pp. 139140. Data retrieved from http://books.google.co.uk/books?id=D7rkS-QmYUC&pg=PA138&dq=pricing+in+marketing+mix&hl=en&sa=X&ei=Ued4Ub34
EIjasgbpqoC4AQ&ved=0CGwQ6AEwCA on July 13, 2013
Ireland, D. R., Hoskisson, E. R. & Hitt, A. M. (2012) Understanding business strategy,
p.116. Data retrieved from http://books.google.co.uk/books?
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Wakeham, M., Petzer, D., Hern, L., Saunders, S. & Smith, M. P. (2006), Fresh
Perspectives: Marketing, pp. 09-12, 15-17. Pearson: Prentice Hall. Data
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Stokes, D. & Lomax, W. (2008), Marketing: A Brief introduction, pp. 409-410. Data
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