- I agree about modern businesses should adopt the marketing concept if they want to succeed, because people are now much more wealthy and the variety of products have extremely increased since after the World War II so they are more selective, selecting the product they need, so in the modern businesses hard selling like the selling concept is hardly existed but there are still some, people are now much more looking for what they need, quality and the price, the reason why because, the income of people increased and the variety of products increased, so you need to adopt marketing concept, so that when identified the need of the customers then they are not selective but just buying your product.
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Marketing principles are the goals of the marketing department, there are 4 principles which are, keeping ahead of competitors, using new technology, understanding customer needs and communicating effectively with customer. Description of the 4 principles are; keeping ahead of competitors; is a important principle, the customers will always go to the organisation with the best service, best quality and with a high variety of your product or service, this will keep you ahead of your competitors, no matter what price cuts they do once ahead the customers are yours. Here is a example of this, think you have a store that sells jackets, jeans and t-shirt etc, but there is also another 3 stores that sell same as you, they will be your competitors, this will be a competition between you 4, so to get ahead of the competition you must have a stock of superior quality, in point of novelties and variety with the excellent store service, then you will be at the top of the competition and all the at you and not even bother with the small savings from other stores price cuts. This is why the principle keeping ahead of competition is a goal that helps marketing department to achieve their aims.
Using new technology is a principle of researching, finding out and exploring the new technologies present by the marketing department, this is important because then they can produce the products quicker, communicate better and the best thing is it makes you achieve the best results overall. Here is a example of this principle, think you have a factory that produces cakes and sweets and there are other 2 factories too, they are producing cakes and sweets too so they are your competitors, you and the other 2 factories produce the cakes and sweets by hand, the customers want to buy from the factory that produces the quickest, so you must research and explore to find a technology to produce your cakes and sweets quicker to sell to the customers mostly so you’re at the top of competition. Once found a new technology of a machine producing the cakes and sweets you will have lots of advantages one producing them quicker, two selling them faster and getting more customers and three you don’t have to employ as much to produce your products as the machines will do the job, so you will save money, this is why the principle using new technology is a goal that helps marketing department achieve their aims.
Understanding customer needs is another principle that is very important, you must understand what your customer needs and what they want, this principle is more into organisations that adapt the marketing concept just like TESCO, businesses must know what the market wants, this is because they must adapt to the products so it can actually suit into the new trends that comes out nearly every day, so it is essential to research and find out what the new trends are all the time, if you just keep with the same trend all the time and not change into the new trends, the customers will look at you as if it is out of date and would not buy from you.
Communicating effectively with customers is a principle that you must follow, it is meant by letting your customer know about your products or new products or new services, this is important too because if you have a new product or the best product and your customers are not told you will not succeed but fail, there is another reason why it is important even though you told your new products once you could still fail because you must keep them informed and let them know all the time so they can trust you and stick with you, this will lead into a successful business, you can inform your customers by lots of way, you can advertise on television or elsewhere this is a successful way of informing them. Here is a example think you have a shop that sells fast food like burgers and chips etc, if you don’t inform your customers all the time they will think you make non quality food or you come up with a new burger but they don’t know about it so you can fail the business, but if you inform them all the time they will trust your food and know about the new burger and they will stick with you all the time this will lead to a successful business.
- There are four marketing functions, these are important functions for the organisations or businesses, they help the organisations or businesses by giving them useful tactics, the four functions are:
- Manage changes in competition, technology and consumer tastes.
- Plan, monitor and coordinate the marketing mix.
- Establish a distinctive for an organisation or product.
- Coordinate marketing activities effectively.
Here are some descriptions of marketing functions:
- Manage changes in competition, technology and consumer tastes;
Marketers have a wide selection of techniques to manage the changes that happen, these techniques are put together and are called marketing audit. The marketing audit is the primary of the marketing planning process; the marketing audit reflects on both internal and external effects on marketing planning, as well as a review of the plan itself.
- Plan, monitor and coordinate the marketing mix;
An organisation must give the resources between the 4Ps in marketing mix which are, product, place, promotion and price for the goods or the 7Ps which are, product, place, promotion, price, people, processes and physical evidence which are for the services. The products need to be upgraded to newer versions, the retailers must be encourage to stock a product, producers could provide display units and lastly an organisation must invest in promotion, if the results are not what the organisation wants then you must adjust the marketing mix.
- Establish a distinctive image for an organisation or product;
In this modern time there are fewer products, so the organisations come up with brands, to give them a distinctive image in the market, the brands can be an image, symbol, name or a design used to identify the product to make it much more different than its competitors, other organisations create a corporate image that seeks to set a image in the minds of the public. The customers must realize which organisation it is from as soon as they see that distinct image, which makes the organisation a bigger firm to the eyes of the customers.
- Coordinate marketing activities effectively;
The organisations must work together, when a decision is made or a idea is brought up by the marketing team to make a new product or make a change, then nearly the whole organisation needs to be notified about it. Here is how it goes when a new product is launched; first of all the it involves the design department to design the new product but on time, then the distribution department needs to ensure that the product can be stored and delivered, the sales team must be told about the new product about its features, description, etc. As well as these departments are been notified about the new product, their activities must also need to be coordinated.
- An easy way of setting a objective is to set objectives called SMART objectives: SMART stands for;
Specific - Be precise about what you are going to achieve.
Measurable - Quantify your objectives.
Achievable - Are you attempting too much?
Realistic - Do you have the resources to make the objective happen?
Timed - State when you will achieve the objective
- Every businesses needs to set objectives for their products, or for themselves or services, setting objectives are very important, it makes the company concentrate onto a specific aim over a certain time and also it can motivate your staff to meet the objectives that are set. Setting the SMART objectives is smart and important because it is very effective; it tells you everything about your objectives.
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Businesses use the marketing concept and objectives to help them to achieve such objectives; To increase sales by 10%
To increase the sales by 10%; by using the marketing concept and objectives, the business must use a objective of: to increase profit, this can be done by releasing a new product or a new version of the existing product, and then informing your customers by advertising or another way of informing them, about your new product which will hopefully gradually increase your sales by 10%.
To open new store
To open new store; using marketing concept and objectives, you can set yourself objective of: to grow, this objective can make you grow over a certain time for example growing 20% per year so you can open another store after the certain time to reach the required money to open the new store, if you are going to open a store that sells food, groceries, drinks etc. You will be orientating the market concept as you will be looking at the customer’s needs and wants.
Increase numbers of customers
To increase the numbers of customers; you can use a lot of methods to achieve this objective, you can use market concept, sales concept, and also advertising there are lots more. Here is an example, we have a company that provides internet for homes, if we orientate to sales concept, by keep on contacting the customers and then trying them to use our services or by producing a internet that is the fastest and cheapest than other companies, then informing all the customers then we can increase the numbers of customers.
