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Marketing Essay

4029 words - 17 pages

Marketing Principles
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Marketing Principles
Part 1 – Understanding Principles of Marketing

Task 1 – Definitions and Concept of Marketing
According to Philip Kotler, Marketing is a social and managerial process by which certain groups or individuals get what they need or want through the exchange of goods or services (Pride & Ferrell, 2011). Johnson, Schools, & Whittington (2002) believe marketing is the implementation of activities that can help a company to the goals it has set itself, and can anticipate the wishes of consumers and develop products or services fit for the market.
The Marketing is the activity performed in the trade. It is ...view middle of the document...

The marketing process, therefore, is based on two mechanisms: the information system must provide the necessary measures regarding the conditions and the way in which the market environment evolves, and the evaluation system, reporting, and monitoring the effectiveness of marketing, without which companies would measure the actual achievement of the goals and objectives of market-oriented (Johnson, Schools, & Whittington, 2002).

Task 3 – Benefits in Becoming Marketing Oriented
Marketing orientation is what makes strategic decisions depend on the company's wants and needs of customers and prospects. The corporate culture of the company is consistently committed to creating value. The marketer hopes that this process, if done correctly, give the company a competitive advantage sustainable over time. The marketing oriented companies claim that a commercial mixture is adapted to meet the needs of a particular customer (Pride & Ferrell, 2011). There are many benefits in becoming marketing oriented company. Marketing oriented companies make possible the development of innovative products. These companies help increasing new product performance and success. There is a great benefit in becoming marketing oriented as it helps reducing uncertainty about potential market size.

Task 4 – Marketing Environment of Tesco
Micro-Environmental Factors
Product: Tesco's product isn't the bits and pieces on the shelves. It is the fact that the company sells everything from crumble to credits. Price: Tesco has very effective price policy. It has been fighting price wars. Place: Firstly, it was just in high street. Then it started expanding its business and opening new outlets and stores. Promotion: it has different promotion activities, like scheme naming “computers for schools”. It uses TV commercials, social media and other tools for promoting itself (Lovelock, & Wright, 2002).

Macro-Environmental Factors
i. Political Factors
Tesco has many political factors linked with it. There is a constant decline in local authority support for charity. There is a possibility of extraction earlier the modifications in a political control. No proper management in the charity plan is there. Tesco’s political factors have manipulated the rule of charity to a great extent (Wood, 2000).
ii. Economic Factors
There are many economic factors to affect the market of Tesco. These factors affect the potential purchasing power of customers. There is low deflation rate in economy, and this is regarded as good for the effectiveness and progress of the company. Another economic factor affecting Tesco is its unemployment rate, which is not low over there.
iii. Social Factors
Internet usage is increasing gradually. It is said that approximately 29.8 million family circles use internet. This ratio of internet usage boosts the style of online marketing and purchasing, which could be supportive and useful for Tesco in a way that they can get going their...

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