• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Marketing principles

Extracts from this document...


Marketing principles Marketing is most important part of any business. Its a management process to make profit by identifying, anticipating and satisfying targeted customers. A business requires to gather information about its customers or potential customers. This information is analysed and evaluated to find out what their customers require in order to make any improvement to the service or product. For example SAS airlines identified that customers needed faster checking. Businesses have to identify their customer's needs and have to provide the right product or service available at a right price, at the right place on the right time. One of the marketing aim for a business is to ensure that the targeted customer purchases their product or service rather than from their competitors. They have to find out if there is any need for change or modification of their product or services. ...read more.


Jan Calzon found out that, all other airline was offering wider seats, free drinks and other amenities which were available to any class including business class. So Jan Calzon has to find out other needs which have to be better than his competitors. The major problem was on-time arrival. It is the first priority for any business people to get their destination on time. With on-time arrival, business people want faster check-in and also they want to receive their luggage fast. A business must achieve a competitive advantage in terms of the marketing mix (Product, place, price, promotion) offered to their customer. Being competitive is a vital to any business. All businesses are affected by competition, without competition a business wouldn't survive. For example SAS airline in close competition with other major airlines like BA and Easy jet. ...read more.


It is an essential to any business to monitor effectively how the business is performing or serving the customers. By monitoring, a business can make a future planning for any development to the business. Planning and monitoring gives more clear reasons why business is not successful. From the case study, SAS airline was not monitoring effectively so they were losing their profit and also their potential customers. When Jan Carlzon did his market research by monitoring the performance of their staff and how they were serving the customers. He realised that the staffs needed standard training. Because the staffs are the first people who met the customers. It is the main role for a manager in every department to monitor everything. For example the role of a production manager is to keep costs to a minimum and monitor wastage. ?? ?? ?? ?? Farhad Ahmed Unit 11 22/11/06 1 ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Marketing & Research section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Marketing & Research essays


    If the employee constantly keeps on coming in late then the first step an employee would do is just to talk to them and give them a warning. If the employee decides to ignore this warning and continues coming in late then he/she would receive another warning.

  2. business planning unit 8

    The stock will be kept as low as possible; once Galaxo has been distributed it can be taken from there to decide how much stock to purchase. This will reduce wasting the raw materials, by purchasing a lot in one go could mean wasting money having to put it into

  1. For this assignment I have been asked to produce a new marketing strategy for ...

    Coca Cola is aware of all these factories as they have a large affect on the organisation. If Coca Cola are not aware of these factories than it could it could affect its organisation negatively. Coca Cola could loss so much such as profit, reputation, could even have problems with the government.

  2. Unit 3 - Marketing Research And Marketing Mix

    to penetrate as the company is already well comprised into the soft drink market. Similar to this destruction price scheme for the Ribena would be impractical because expenses would not be covered if such a low price were offered, if even there was an increase in sales.

  1. Thorpe Park Marketing Mix

    Seasonal pricing is also used during the winter months by Thorpe Park. This means if you book online you can get half price tickets instead of paying the full admittance fee. This persuades people to visit Thorpe Park in the usually quiet months.

  2. I am going to be writing about the concepts of marketing distinctiveness of the ...

    they have to decide what products they can put on display and which ones not. If the product wasn't that effective the business can consider promotions. With promotions the product will be hammered in the head of the customer. So they might want to buy an phone but don't know

  1. Unit 2 Investigating business

    start to provide a product otherwise we will not get enough custom to survive as a business. We will need to be constantly keeping up with the general public and what they want otherwise we will lose customers which will lead to us failing as a business and losing money.

  2. Coca cola marketing plan. The following marketing plan forms the basis for the ...

    An example of the Coca-Cola Company adapting to the external socio-cultural environment is in 2007, the Coca-Cola Company received a silver award at the Iberoamerican Advertising Festival for their \"Levate la Mano\" (Raise Your Hand) commercial that was aired in Latin America (2007 Annual Report: Marketing Highlights).

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work