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Introduction to MarketingANDREA POW | S225765Tutor | Francess GrantSubmission Date | Monday 11thOctober 2021 at 14:00
Table of ContentsPage Number1.0Introduction……………………………………………………………………………………………………………….21.1History of Marketing………………………………………………………………………………...….....21.2Marketing Defined………………………………………………………………………………………….22.0Marketing and Marketing Mix………………………………………………………………………………2-42.1Marketing Mix…………………………………………………………………………………………………..22.2The Extended Marketing Mix, 7ps…………………………………………………………………….33.0Marketing and Competitiveness3.1SWOT Analysis4.0Marketing Tools Including Ansoff’s Growth Matrix4.1Characterisation of Ansoff’s Growth Matrix4.2Using Ansoff’s Matrix to analyse growth strategies5.0Digital MarketingPAGE 1
5.1How digital marketing is used to enhance performance and growth6.0Conclusion6.1Limitations7.0References1.0IntroductionThe study explores the marketing environment divulging into consumer conduct in the digitalage and analysing the marketing planning process, including exploring the marketing mix andmarketing effectiveness. Highlighting the Marketing mix in depth, SWOT analysis and how this isactioned, PETSAL and Ansoff Matrix.1.1History or MarketingThe present-day definition of 'marketing' as distributing goods from manufacturing to theconsumer, emphasizing sales and promotion. Marketing is a extraction of the Latin word,Mercatus meaning the marketplace or merchant according to What is Marketing? — TheDefinition of Marketing — AMA, (2021. pp).1.2Marketing DefinedAccording to Kotler.P.T. et al.(2019, p.1), marketing is a core management function essential to acompany structure to succeed in business. A critical aspect of marketing is understandingconsumers' needs, wants, desires, and business trends.Marketing and Marketing MixThe American Marketing Association (2021), marketing is a management exercise, set ofinstitutions, and mechanism for establishing, corresponding, delivering, and exchangingcontributions that value consumers, clients and society.PAGE 2
2.1Marketing MixAccording to Blythe. J. et al.(2019. pp.28); marketers should assess and action the marketing mix,also known as the 4ps. The Marketing mix was first described by Edmund McCarthy as illustratedby Marusic, T (2019. pp 431-446), and consists of four elements, Place, Price, Promotion, andProduct.Fig one – Demonstrates the 4Ps and highlights key focus point of the P’s.2.2The Extended Marketing Mix, 7PsThe Chartered Institute of Marketing (CIM) (2021), a business needs to acknowledge how it willdeliver products or services to a consumer, these considerations are known as the 4Ps —Product, Price, Place, and Promotion. However, the 4Ps were extended, and a further two P’swere added, Process and Physical Environment.Fig Two – Illustrates the extended marketing mix also known as the 7PsProduct– It is vital to develop a product or service that has consumer demand. Any prosperouscompany will research the consumers’ needs and wants; this is vital for a product to becomelucrative; for example (Cim.co.uk. 2021), Coca-Cola is one of the world’s largest brands in the

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Term
Fall
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Marketing, Laura Alemany Digital Marketing

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