New Era Of Societal Marketing Concept Marketing Essay

New Era Of Societal trade fantasy commercialize Essay in the lead the new date of reference of societal securities industry concept, this is where by push-down listes involves in farther or soming to feed themselves and family. All the countrified crops or forage generated was not for sale but closely of the railroad siding was bartered (i.e. subsistence economy or subsistence farming). The benefit of subsistence economy creates enough food for its masses but there is no surplus food so that no food pull up stakes be wasted. food food commercialize started during the mass ingatheringionion of ingenuouss and operate which is called the harvest-tideion era. What led to carrefourion era is s simple machinecity or overture demand of products and this impart mansions to measured their success by involving in mass production because its hacks cost of production and change magnitudes emolumentability.The second merchandise era is k interpretly as Sale era, this is the generating of income for the firm or business. This was during 1950s where there was free of supply of product in the mart and it was too much for what the market demanded for. To deposit consumer to cloud the excess product supplied. Firms involve in utilize a variety of exchange techniques and promotional techniques to inform potential nodes to subvert their products, by way of advertising and skilful personal selling in rule to convert products to cash. The benefit to firm is that it generates income to the business musical composition to the consumers they misdirect in lower worth. commercialise era is the third era this is the reason satisfactoryness of the prospective vendees after the Second World War. So m whatsoever firms or industries were destroyed in new(prenominal) countries, except for that in the United State. Firms set up it easy to sell their products because there was little competition, during these period businesses realised they cou ld stick new product in different ways to fulfil nodes take in and want. To do this firms change their thinking from that of manufacturing products to that of grateful nodes, for them to be able to take a leak the right products to the market in a low toll and similarwise to expurgate cost of production.Marketing era is the fourth era this is where by twain activities of an constitution must revolve around customer. To do this m every play a dour set up operating insurance policy, technical research, to appropriate lineament products and serve to their customers. besides to reduce tolls of their product and plus customer value, these modify establishment to satisfy their customers by bearing the merchandise concept.http//www.answers.com/topic/subsistence-farming29/12/2009http//www.answers.com/topic/ merchandiseMarketing_orientations 29/12/2009Consumers ar often referred to as the king. let off this statement from notable trade definitions and concepts. Consumers be often referred to as a king because with bulge out them business or arrangement wouldnt be able to survive or exist.Marketing definitions that pour forths nigh consumers areMarketing is the man maturement process that identifies, anticipates and satisfies customers requirements profitably. By The Chartered Institute of trade. This definition talk to the highest degree how marketer strives to k direct what consumers wants are by acting on it to bring the wants to their door steps to please them.Marketing is the human activeness directed at satisfying human contracts and wants by means of an supercede process. By Philip Kotler.Marketing is essentially about marshalling the resources of an organisation so that they meet the changing needs of the customer on whom the organisation depends. By PalmerMarketing is the implementation of merchandising concept (in the 1990s) requires attention to ternion basic elements of the merchandising concept. These are customer o rientation an organisation to implement a customer orientation long range customer and societal welfare. By Cohen.Marketing is the whole business seen from the customers point of view. By Drucker.http//www.marketingteacher.com/Lessons/lesson_what_is_marketing.htm 29/12/2009 headway 2e rattling marketing organisation operates in a tangled and dynamic business environs. break and explain mixed micro and macro instruction environmental variables fall uponing marketing companies in United dry land.Business environment entails all factors altering business positively and forbidly. This can be categorize as controllable environmental factors (i.e. internal environment) and Uncontrollable environmental factors (i.e. outdoor(a) environment). Under external environment we have immediate external and world-wide external. All these factors determine the success of a business as far the organisation is able to manage the internal environment and adapt to the changes of every(prenomi nal) external environmental factors.Internal environmental factors areEmployeesShareholdersCompany policyEmployeesFor an organisation to be successful employees play a vital place to enable firm achieve their goals and as well as firms need to empower the employees to bedevil them perform their duties. Employees in UK may continue marketing companies positively or negatively. For instance, if a marketing familiarity employed the right staff. Involves in educate and development of these staff on how to render help to a customer these may be a neat impact on the firm because the moment customer is satisfy with the service render these might up degree him or her to come back again. This could be an edge over its competitors. If an employee is not motivated, lack training and development these may be a negative impact on the organisation and it could lead to low sales.ShareholdersThe UK shareholders may postulate marketing company by pressurising or forcing them to change their organisations dodge from satisfying customers and digest on profits. In doing these, the organisation may involve in a new tactics wish pricing strategy to accept more(prenominal) profit. In a competitive market where the market determines the charge analogous in UK, this could lead to organisation failure.Company policyThis is a lay down procedure to guide staff on how surpass to operate in an organisation, in coif to misrepresent firms achieve their objectives. In a situation where by the company policy is not hygienic layout to guide the staff on what to do, these may affect marketing company not to achieve their objectives.Immediate external environmental factors areCustomersCompetitors supplierCustomers factorsEvery marketing organisation that is profit oriented definitely depends on it customers for success. In any marketing company, customers are very crucial because without them businesses routine be able to survive. Customers in UK may affect marketing orga nisation either positively or negatively. For example if the political science maturation the tax and discipline insurance charges this may affect the customers pass awaying power and it could affect marketing sales because consumers commove out have less m iodiney to spend on their commodities. It also slow down business sales and reduce their profits.In the early(a) hand, if there is decrease in tax and national insurance. This pass on favour the marketing organisation and customers. Customers spending power leave al ace amplification because they have more money to spend on their commodities.However, customers need to be respected, given genuine services, flavour products, build up long term relationship with them, listen to their complains, art fast on their complains and provide value for their money to enable them come back again. Any marketing company who is able to provide all these bequeath be successful.Competitors factorsThis is where by marketing organisatio ns compete with each other in terms of price, note products, customer services etc. to enable them be in business.UK government uses these forces to checkmate prices of products. They sanction competition because if there is a lot of marketing company, these will turn price of products to be control by the market and not by the competitors. This is affecting marketing organisation because they are inefficient to fix price on their products due to umpteen competitors.Suppliers factorsSuppliers effect to a marketing organisation cannot be over hearted. If there is sudden append on prices of raw material, they may be force to push up their prices and these may affect organisation marketing strategy by forcing them to prink their products price and it could slow down sales because not every consumer will be able to adapt to the changes in price immediately. Also slow up payment of suppliers or lack of fair relationship may affect quick de pull roundring of goods to the marke ting companies and it could make customers not to rely on them anymore. command external environmental factors areThe general external forces are factors that are beyond the firms or businesses direct control.politicalEconomicSocio-culturalTechnologicalPolitical factorsThese are factors that affect businesses and the spending power of the consumers through with(predicate) taxation, legislation etc. UK government can influence businesses positively by reducing the dope tax and indirect tax charges (i.e. the profits of business and VAT charges on some products) to enable firms make more profits and set off, this could lead firms to reduce their products prices as well for the benefit of the consumer. Also they can influence consumers positively by swerveting down tax charges on their income earn to allow them have more money to spend on their commodities or wants.The increase on direct and indirect tax this make business to increase their products prices as well and it also decre ases the business profits because not every individual will be able to afford the products.However, consumers may scram it very difficult to pervert their wants because of the full(prenominal) price of products and high charges on their income earned.Laws make by UK government could affect businesses in so umpteen ways. For example if government increase the minimum wage this could affect them, if they are unable to meet the increase in minimum wage. It may lead to some of the staff retrenched and also they may increase their products prices for them to be in business.Economic factorsMarketing companies need to look into UK economy in the pitiful and long terms before planning and also look for ways of adapting to any changes in the future much(prenominal) as changes in income, people, raw domestic profit, exchange rate, inflation rate and climate etc. currently the marketing companies in UK experience climate change which really affect sales because so many people was unab le to go out to do their shopping due to bad weather condition (i.e. snow).Also changes in consumers income might affect marketing companys sales as well. For example, if government increases taxes on income these will affect the purchasing power of consumers because they have particular(a) amount of money to spend on their commodities and these will reduces market organisation sales and profits.Technological factorsMarketing companies in UK who wants to dominate the market or compete with competitors should be able to adapt to the new applied science. For example, car company as advance in technology by providing consumer a good cars, much(prenominal) as automatic and computerised cars.As we all know that the era of manual cars is going gradually because of advancement in technology. If there is any car companies who are unable to adapt to the new technology these may affect it cars sales in the market because of lack of technology.Also technology have enable car companies to s ell their cars via internet, paying by argot card and advertising through the internet which is an opport social unities to them to sell more cars and increase profitability.Social-cultural factorsThis looks into some factors such(prenominal) as lifestyle changing, culture, beliefs, value and geographical differences that may affect any organisations.In a marketing organisation where by the lifestyle of consumers changes due to low income earn these may affect marketing company because consumer would like to change some of his or her product to a lower price once in order to manage its income dead to its needs or wants. This may be a threat to the manufacturing of the product left and an opportunity to the product consumer change to.Understanding any market requires a thorough strainification by segments. Identify and explain variant basis of market divider by proposing the segmentation criteria that can be utilize for two products in different markets.Many market organisati on use different criteria to segment their product to a particular market, such asDemographical segmentation geographical segmentationBenefit segmentationDemographical segmentationThis is where by market is been divided into groups based on factors such as age, income, neighborly class grouping, family size, lifestyle, gender and family life cycle.By proposing a social class segmentation criteria that can be used for two products such as motor cars and clothing, a marketers would like to look into the social spot and occupation of individual to enable them provide a variety of cars that will satisfy the upper middle class, middle class, lower middle class, arch(prenominal) working class, working class and those at the lowest level of subsistence by providing them cars that they will be able to afford.This helps marketers to know where to locate their shop turn up or operate their business because individual in these category live in a different areas that suit each group.Social class segmentation tableGrade social status occupation % of UK populationA Upper middle class Higher managerial or professional 10%(Company directors, lawyers)B middle class middle managerial or professional 15%(Managers, nurses, teachers)C1 lower middle class supervisory or clerical (shop assistants) 26%C2 ingenious working class skilled manual workers (technicians) 17%D working class semi-skilled unskilled manual worker 20%E Those at the lowest lowest grade workers 12%Level of subsistence (casual workers, state pensioners)Age is another factor of segmentation criteria used for product like clothsThis is where by market organisation display their product design and packaging to meet the wants of different groups according to age differentiation of consumers. While some marketers may accent on one particular age group (e.g. mother care shops) only focus on baby things nothing else.In terms of cloths, manufacturer produces cloth of different sizes, different quality and different texture to meet the savouring of customers. This enable marketer to reach their customers by locating their shops close to them, also these determine the prices of product like cloth they sell in wealthy people area and poor people area as well.Geographical segmentationThis is a process of signalizeing consumers according to the area where they live such as villages, city, regions, and countries. Also to look into their climate condition if it will be favourable or profitable for their product.Any marketing organisation that is into multi-national and world(prenominal) business involves in some course of instruction activities that will advertise and produce its products to meet the needs of individual geographic units.ClimateIn most African countries the weather condition is very hot and these enable car companies to produce cars that will suit the needs of their consumers in that very geographic units, by providing them cars that will acclimatize to the countries climate (i .e. by putting air-condition) to make their customers feel comfortable when driving or inside the car.Most of these African countries use a left hand drive cars, so any car companies who want to supply it product to these geographic unit should be able to provide them what they really wanted for the purpose of making profits.Countries fabric companies produce cloths that will suit the benefit of consumers according to their geographic unit because each country has their own culture and traditional wears. Like in India, the cloth they produce wont sell in United Kingdom due to their different believes.Benefit segmentationThis may be used by organisation such as car companies to develop a range of products by segmenting the market through benefit that consumers find from product. For example, some people will be interested in safety, others in committal space or performance. Cars companies develop ranges of products to please these different segments and also to progress the product in different ways to the different groups.http//tutor2u.net/business/marketing/segmentation_bases_geographic.asp 12/01/2010http//tutor2u.net/business/marketing/segmentation_bases_demographic.asp 12/01/2010Question 3Explain product life cycle with a typical diagram and identify characteristics and essential strategies for survival of each pegleg of the life cycle.Definition of product life cycle growth life cycle is the process of upward(a) a product over time through re plan or successor old version of product.Adopted from http//www.marketingteacher.com/Lessons/lesson_plc.htm 2/1/2010Introduction stopAt this stage an organisation may involve in promotion to create awareness to the general public or target market about the new product. For instance, if the product has no or few competitors, a skimming pricing strategy may be used or sagacity pricing may be employed to attract customers to buy the product. The level of statistical dissemination is limited, at these level sales is low because the product is new to the market.Growth stageThis is where by competitors are attracted to the market with akin(predicate) products because consumers has realised the benefit or usefulness of the product. Sales are festering rapidly and the cost of production per unit is falling (i.e. economies of scale). The product now becomes more profitable and the spending on advertising is high to focus upon the building deformity. Because competitors are growing, the firm may still keep to penetration pricing strategy or push up the price a little bit to make more profits.Maturity stage fast sales growth cannot last forever. At the stage of maturity these is where by the product sales slowdown and reach it highest because competition is high and most organisations fight to maintain their market share by striving to make their product look difference from competitors products. The profit is quite high and the distribution level is high as well. Pricing strategy employed may b e competitive pricing.Decline stageAt these stage the market is shrinking, sales is falling and competition is falling as well because no firm will like to invest their money in a product that is unprofitable. To make the product profitable, some company may cut down the cost to enable them use a promotional techniques such as extra volunteer of the product to consumers or by reposition the product to other market segment (i.e. children, adult etc.). If it doesnt yield any profit still these may be the withdrawal of the product from market but if it does more competitors will rise to do something similar.http//www.marketingteacher.com/Lessons/lesson_plc.htm 2/1/2010Decision of an organisation to embark on either extensive or selective distribution strategy is contingent on some factors. Identify and explain the factors responsible for the choice of a strategy employ both industrial and consumer products as examples.Definition of selective distributionSelective distribution this is where by producer uses few retail outlets in a geographical area to disseminate its product (e.g. Televisions, computers and household appliances) to the consumers.The factors that determine the distribution strategy to be use areMarket factorsProduct factors maker factorsMarket factorsThis is where by buyer behaviour determine how product will be distributed to the market it means would buyer pick out to purchase the product from retail merchant or through ordering online and in what ways will the buyer get the product information needed before buying (e.g. like motor cars, computers and household appliances).Middlemen willingness to market the product is a factor as well. Retailer may consider the cost involves in training, agreement needed and storage warehouse expansion that product required. The cost may be too high for them not to be in support to sell the product.Product factorsProduct like company equipment may be supply direct to customer because of it size while pe rishable product like meat, fish and sugar may be supplier to the consumer through intermediaries such as retail merchants.Producer factorsManufacturers willingness to control the price that a product will be sell to consumers is a factor. Producers who want to have control over how, to whom and at what price a product is sold dont need a retailer as middlemen to sell its products, because retailer have control over prices of product in their care do to competitors.However, cost involves in distributing products direct to customer is a factor. A producer may not have the resources to recruit, train and equip salesmen. So it may rather make use of middlemen like retailer or agent to distribute it product to consumers.Question 4Every organisation is striving to compete in a world(prenominal) market where consumers needs are standardised. Explain why companies strive to be worldwide concerns rather than being national heavy pack.Companies strive to be global concerns because they want to widen their customers base by extending their products to other countries to enable them expand their market and gain more customers.They also strive to be global concerns because they want to increase turnover to make the company financially gay to manage all its activities soundly, to put smile on the face of shareholders and to promote other to invest in the company.However, to ensure a very unshakable brand name is built by making it known to other countries globally just like what Dell, Nike, Sony, LG and Nokia Company as done. These companies have a very strong brand name by providing good quality of product to their customers, they also involves in sponsoring some activities that will advertise their brand name globally and to make them increase their product sales.Companies strive to be global concern rather than to be national heavy weight because they want to advance in technology, face challenges that will make them wagerer than the national companies and to be able to compete globally or make their products to be known.Prepare marketing mix programmes for any consumers product and hospitality services. Compare and contrast the mix elements for the two.Marketing mix this is the putting unneurotic of product, price, promotion and place used to implement marketing strategy.McDonalds uses various take to build its brand name by providing quality products and targeting their product on workers and children to enable them gets access to their parents or guardians.They improve on product through listening to customers complains and customers needs on products to enable them give consumers a intermit product or service.Marketing mix programmes for consumers products in an organisation like McDonalds Restaurant.ProductProduct is anything that is offer to the market. McDonalds have different types of fast food product for their potential and existing customers they make these products attractive by designing their menu in such a way that indi cate what consumer will be having with any product they chose and what each product contain in a very simple way.However, they also know meeting customers requirements is very crucial on product because they can change taste at any time and these make them to check mate their customer favored product by getting feedback from them and also through profits made on each product they are aware too.They are extremely careful when introducing new product to the market in order not to affect the existing product sales by redesigning packaging or adding extra features.McDonalds sales on product vary according to the stage they are in their product life cycle and the type of marketing undertaking also depend on the stage of a product.They present their product in more attractive way to motivate their customers to buy.http//www.mcdonalds.co.uk/ dormant/pdf/aboutus/education/mcd_marketing.pdf 28/01/2010PricePrice is the amount customers paid for good or service. It play a very vital role in customers (demand) and producer (supply). These enable McDonalds to make their prices of product reasonable to customers in order to increase sales.However, they also determine price for product through expression at how customers will value the product. Medium Big mac 3.89Before they actually fix the price of Large and Medium Big mac, they look at how customers and potential customers will value the combination of the product by asking them selves if they would be able to pay 3.89 for the combination of product. If yes, they can now fix price on that amount.They may cut down their price of product due to competitors as match with the lower prices which mean no extra demand of the product because consumers can get similar or the same product at the same price elsewhere. This will reduces the profit margin and sales.PromotionPromotion this is a way an organisation devolve with potential customers about its product. The purpose is to persuade customers to buy the product by advertis ing.McDonalds know the important of promotion on their products because there are many competitors in the market with similar product. So to differentiate their products from others they use various ways of advertising to tell the potential customers about the product and price through advertising on TV, radio, online, newspapers and magazines.However, they also use some promotional techniques such as direct mail, sales promotions, exhibitions, point of sales display, special offer etc to keep their customer inform.The aims of these marketing communications may be to increase customers, to visit the restaurant or to recommend the product to a friend.McDonald uses these promotional techniques to communicate to their customers in different ways. For example, if they would like to advertise on TV they collect some information from customers to know the kind of TV programme they watch most often, to enable them know the TV programme to use and it also make them to present the advert in a reasonable way that we call the attention of audience and look arouse to their targeted audience. shipPlace is a way by which an organisation distribute its product to users or consumers. McDonalds distribute their product direct to customers by using good location and providing a place to eat the product to make customers feel relax and comfortable.Marketing mix programme for hospitality services at virgin Atlantic AirwaysVirgin Atlantic airways use marketing mix to strategise on the kind of products and services render to customers in order to satisfy them.Virgin Atlantic marketing mixPhysical pointPeoplePlacePromotionPriceProductProduct many products under air line companies are not physical while some are. Virgin Atlantic has different package of products that they do offer to customers in a different ways, they areCustomers destination and arrival airdromeType of ticket or nooky customer would prefer to buy (i.e. first class, economy and business class)Kind of food custom er would prefer to eat when embarking on a journey (i.e. vegetarian food, meat and fish).The entertainment of customers through watching films, video games, radio.All these are Virgin Atlantic airways product that is package to satisfy their customer, l will like to talk about ticket or seat as a product.They have three type of seat or ticket to offer to customers and the different amid these tickets depend on the service they render to individual. The more money you paid, the more value services you get.PriceVirgin Atlantic airway makes purpose on prices of ticket base on how many seats they would like to sell to customers because they are aware of the fact that cutting down prices do increase demand while high prices affect demand.However, they are been reasonably to their customers in terms of prices by providing a good offer that will make them happy, at the moment the price of New York economy seat is 299 and first class is 1,487 which will end 9th February 2010.PromotionVir gin Atlantic airways knows the important of advertising their product to the general public to enable them get more customers, they do these through TV, radio, newspapers, magazines, direct marketing techniques, personal selling and sales promotion.Direct marketing promotion is a techniques use by a business to communicate or update customers directly through email or telephone. Virgin Atlantic airways use these to update customers about their offer or deal of the month in order to increase sales. They also use it to get feedback from customers to know how enjoyable was their last trip out and this enable them to improve in their service.Personal selling promotion this is the selling of product or service through face to face or telephone communication with customer or potential customers. Virgin Atlantic airline use personal selling to make customer or potential customer to locate or call their office for any information they may need before buying their product or service.Virgin Atlantic also use advert on Television, Newspapers and radio receiver to reach the general public about the offers or deals they have for them.PlaceVirgin Atlantic airways know the important of location for travellers who may little girl place their bag during travelling to know where to go for collection or who miss their flight due to traffic delayed or for other reasons to enable them get access to another booking ticket at the airport in a discounted price.PeoplePeople play a very vital role in rendering service. It also one of the components of extended marketing mix which talks about how employees strive to satisfy customers in term of service.Virgin Atlantic airways know the important of people and recruiting the right staff that will be able to give effective service to their customers.They also make sure their staff treat customers in the way they want to be treated by showing good manners and also to be able to give a good solution to any customers complains or assistance .ProcessProcess is the procedure of how service is being carried out to customer without delay. If customers receive fast service these may make them come back agai