Marketing Unit 1 Discussion.docx - When it comes to...

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When it comes to marketing, successful marketing strategies are determined by what is actually provided (good and/or services) by a particular company as well as a focus on the needs of their customers (Ferrell, Hartline, 2018). If the company does not have customers, they will not succeed (Terech, 2018). Differences in marketing mix, utility offered, value proposition, and revenue sources by product offer and customer segment, to name a few, pave the way for different optimal marketing strategies. Needless to say, unless the companies are the same, the exact same marketing strategies will not be seen across different companies because they all have a different range of goal, products and services being offered. Each one having their own specific obstacles to overcome (Terech, 2018). That being said, this idea can be seen when comparing my place of business to Walmart when it comes to their marketing strategies and marketing mix. I work at Seven Hills Swim and Tennis Club as a tennis coach. Just from the tennis side of things there is not as much to talk about but when you look at the club as a whole a much greater marketing picture is seen. The marketing mix is made up of a combination of factors such as product, distribution, price, promotion, people, process, and presence, but the four most important ones are product, price, distribution, and promotion. Marketing mix is defined as “the set up of controllable variables and their levels that a firm uses to influence the target market” (Bamigbola, 2013). The products, and in most cases for Seven Hills, the services, provided by the company fulfill the most basic needs of the customer and need to be stressed (Ferrell, Hartline, 2018). Membership to the club allows access to all of the products and services the company has to offer. Tennis and swim lessons, both private and group, are offered, as well as concessions and club merchandise. This aims to fulfill the needs of the customer without offering products or services that do not tailor to the needs of the customer. Without the product (or service), no organization would exist (Bamigbola, 2013). Pricing, is the next important marketing mix factor which also relates to the customers’ demands and needs. The demand is always present for a safe, family friendly place where parents can take their children to the pool during the summer and get them involved in social activities. The demand is also always present for people looking for healthy physical activities that are offered such as tennis and swim lessons. That being said, competitive and fair pricing makes lessons and membership that much more appealing and with proper pricing can lead to greater profits and revenues (Bamigbola, 2013). The third factor is distribution. Luckily for the swim and tennis club, they do not have to deal with much distribution except for the small amounts with the limited merchandise as well as for the concessions offered during the summer. Finally promotion, or integrated marketing is important and the company is making the move to place more influence on the digital world.

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