HND
Define the term marketing, and explain the marketing concept. Compare and contrast the marketing concept with the ‘product philosophy’.
? The definition of Marketing is 'Selling goods that don't come back to customers
who do - at a profit which satisfies shareholders - using means which satisfy other stakeholders
There are five recognized orientation to business which are called marketing concepts, they are
1. Production, 2. Product, 3. Selling 4. Marketing
5. Societal Marketing.
The marketing concept can be described as outside-in approach and others can be described as inside-out approach. Firstly, we should go out to do market research and finds out what the customers‘ needs and wants are, and then we research and develop new products in order to satisfy the customers, whilst we offer the right marketing mix of product, place, price and promotion, the customers get satisfied eventually. The organization should offer a set of satisfying product in acceptable price to customers accompanying popularization activities. Then, through marketing concept to motivate customers buy goods.
Organization with this view of business recognize that key to success lies in finding out who its customers are and what they want, then finding a profitable way of satisfying those wants more successfully than their competitors.
The marketing concept encourages organization to focus on the market, be orientated to the customer, co-ordinate all the business functions to serve the identified needs of the customer and therefore produce profits.
? Compare and contrast to the marketing concept with the ?product philosophy‘.
The marketing concept aimed at what marketers should do in marketing and customer needs, wants and demands. About the marketing concept, it is a method that focusing on promotion. We will advertise through media and choose locations to do promotion in order to excite customers‘ purchase desire, besides that, the skilful salespersons should be employed, and then sale the products to consumers through using aggressive selling techniques.
The product philosophy is talking about the customers‘ favor product which should be designed and produced by focusing on the highest quality and technologically advanced features instead of the needs. We must reduce the costs of products and let them be available ubiquitously, anytime and in large volumes.
2. Identify the elements of the marketing mix and explain each element in terms of the organization in the case study. Your answer must include an explanation
of the product life cycle and you should match the organization’s main ranges of products to their positions on the product life cycle. ? Marketing mix
1. 2. 3. 4.
Product Price Place Promotion
? Case study Product 1. Landel in 1986 — produced a limited range of wooden toys aimed at the
pre-school market.
2. Its range of products was originally limited to wooden building bricks, simple
wooden jigsaws and a limited selection of wooden animals.
3. As the company became more established, the product range was expanded to
include dolls‘ houses and wooden train sets.
4. In the early days the company sold through small, independent toys shops, and it
slowly expanded its product portfolio to include a range for the 5–8 year old market.
5. At the same time, the company also introduced ?Country Cousins‘ books and to
this end, it acquired an ailing publishing company in Exeter.
6. The range currently includes wooden figures, cuddly figures, wooden play houses
and scenery, a series of thirty ?Country Cousins‘ story books, a ?Country Cousins‘ Annual which has been produced each year since 1986, ?Country Cousins‘ stationery, pencil cases, note pads, cards etc, and ?Country Cousins‘ toiletries, including soap, shampoos, sponges, bath salts etc.
7. In addition to the ?Country Cousins‘ range, Landel still produces its traditional
wooden jigsaws, wooden animals, wooden building blocks and various other wooden toys aimed at the pre-school market.
8. Has now been adapted to produce a range of more than forty different styles and
types of bears and other creatures. Many of these are ?own label‘ products for Toys stores.
9. Other alterations to the product mix include the introduction of larger toys such as
play houses, climbing frames and slides.
10. A new series of pre-school books has been produced, including a range called
?Dolly the Dolphin‘ for which the company has high expectations. 11. A new range of self-reading books has also been developed. Price 1. Along with the decline in demand, the company has had to change its pricing
policies. During the boom period of the early 1990s, the price of the ?Country Cousins‘ range was set at a premium, but in order to maintain sales, the company was forced to reduce price to a much more competitive level.
2. On occasions this patronage has been hard won, and in recent years has involved
more and more price-cutting to ensure that the existing stores continue to stock Landel‘s range.
3. Landel is selling to the middlemen at a considerably reduced price Place 1. Disenchanted by its inability to become accepted by any of the larger chains, the
company toyed with the idea of mail order selling.
2. The books were sold principally through toy shops and department stores as part
of the overall ?Country Cousins‘ package, and by concentrating on its established toy retailers rather than bookshops Promotion 1. A catalogue was produced and distributed through some of the leading Sunday
newspapers,
2. The company‘s big break, however, came when the Welsh language TV channel
SC4 introduced an animated series featuring an assortment of animal characters collectively known as the ?Country Cousins‘. Against fierce competition, Landel won the contract to make a limited range of merchandise featuring the characters, and the popularity of the series resulted in sales which were way beyond Landel‘s most optimistic expectations.
3. Following the success of ?Country Cousins‘, ITV decided to give the series
national airing, and in the lead up to the national launch,
4. The company‘s 30-strong sales team has been charged with the responsibility of
maintaining good relations with existing outlets to ensure their continued patronage.
5. In addition to this publicity, the company‘s promotional effort had been
principally aimed at retailers and other middlemen, and this had primarily involved personal selling through the sales team making regular visits to established clients. And in recent years this has been supplemented by advertising in children‘s comics and magazines, and by a limited amount of advertising on Children‘s TV, particularly in the run up to Christmas each year.
? Development: with the help of market research new products are designed. This
is the most risky and expensive stage where the costs of research and technical development are incurred but not sales revenue is being earned.
The ?Country Cousins‘ series toys were product at beginning. The price has a peak in
late 1980s. It bring foothold for the company in the market.
? Introduction: once it has been developed, the product is advertised and brought
to market for sale. Profits may be low since development costs have to be recovered.
The sale of ?Country Cousins‘ were decreased. So the company put out series other products about it. ?Country Cousins‘ stationery, pencil cases, note pads, cards etc, and ?Country Cousins‘ toiletries, including soap, shampoos, sponges, bath salts etc. ? Growth: if the product is successful sales and the profit contribution will
increase rapidly but competitors may well be attracted into the marketplace.
? Maturity: once established in a market the sales of a product do not grow rapidly.
Competition is now fierce and profit level off as a result. ? Saturation: in times sales stop increasing, leading to……
? Decline: eventually competition and other new products are likely to result in
falling sakes and profits. If this continues, the product may be withdrawn form the market.
The ?Country Cousins‘ was dropped by ITV; the Landel Toys Company has had to change it pricing policies to save these programmers.
3 Explain each element of the marketing mix for a privately owned Sports Club, or Health and Beauty Spa, and describe how each element will differ from that of the organization in the case study. ? Product ? Price1 ? Promotion ? Place ? People ? Process
? Physical Evidence
The elements of marketing mix for a privately owned service firm can include the followings: price, place, promotion, product, people, process, physical evidence. The elements of marketing mix for the organization in the case study should include only 4P.
For example, Hainan airline.
For the South airline of China,
The product is service of transportation. Service is the activity or benefit that one party can offer to another which is essentially intangible and does not result in ownership of anything. The South airline of China offers the transportation and service in traveling.
The Landel Toy Company products are goods.
Price is one of the most flexible elements of the marketing mix. Pricing is a very comparative business; it will be affected by consumers, the trade and the competition. For example, if customers feel the ticket price of South airline of China is lower than
others; most of them may choose this airline.
Landel Toys Company products price change belongs to the situation they have in the market. At the products stay in development, the price will highest. When the products price near by decline, the company needs to cut down their product price to maintain their situation in market.
Promotion is concerned with communication information concerning products and services and trying to persuade customers and markets to try them. South airline of China not only uses advertising but communicates with passengers to help them have a better understanding of the company.
Landel Toys Company uses newspaper to promote its products originally. When it product the ?Country Cousins‘ they use the TV program to introduce its products to the public.
The next is place, which not only includes retail store, online shop but also the movement of goods. If you want to book the ticket of South airline of China, you can buy online or flight ticket selling.
Landel Toy Company toyed with the idea of mail order selling.
People play an important role in offering service; the customers‘ satisfaction is intrinsically linked to the service provider. For the airline, the flight assistant‘s attitude may have an effect on the customers.
Processes involve looking at the quality controls that need to be in place to ensure consistency of service. Services, unlike physical products, happen \the spot\and customers like to know what to expect. Examples include processes to reduce the queuing systems and service delivery. So there must be a leader during the flight.
Physical evidence is the ―tangible‖ part of the service, like the décor inside the plane.
For the South airline of China, the product is service of transportation. Service is the activity or benefit that one party can offer to another which is essentially intangible and does not result in ownership of anything. The South airline of China offers the transportation and service in traveling. Price is one of the most flexible elements of the marketing mix. Pricing is a very comparative business; it will be affected by consumers, the trade and the competition. For example, if customers feel the ticket price of South airline of China is lower than others; most of them may choose this airline. Promotion is concerned with communication information concerning products and services and trying to persuade customers and markets to try them. South airline of China not only uses advertising but communicates with passengers to help them have a better understanding of the company. the next is price, which not only includes retail store, online shop but also the movement of goods. If you want to book the ticket of South airline of China, you can buy online or flight ticket selling.
The differences between 4Ps and 7Ps are as follows. People play an important role in
百度搜索“77cn”或“免费范文网”即可找到本站免费阅读全部范文。收藏本站方便下次阅读，免费范文网，提供经典小说综合文库HND 市场学导论 Outcome2在线全文阅读。
相关推荐：