• 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


    anything that could end up damaging their health unless if the employee's job is to do something that can risk their health. E.g. if an employee's job is to work in the office and do tasks on the computer and the employer asks the employee to go lift heavy boxes

  2. Unit 3 - Marketing Research And Marketing Mix

    Wherever possible they would keep control of selling to the consumer and relying on third parties where this would not be possible. For example in the UK and US GlaxoSmithKline will able to sell directly to consumers but may need to appoint sales agents in other smaller markets.

  1. The concept and principles of marketing

    Dealers are never satisfied by the outcome and the strategy that they have to take out in order to survive the price war, because they see their profits drop down to a small point, through the cutting-down profit influences which competition brings.

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

    This type of advertising will be cheap and I believe that it would have a good affect on sales if my posters are designed attractively. My posters will be on windows of outlets for more than a month to aware customers that there is a new product of Coca Cola.

  1. business planning unit 8

    Marketing Strategy Product- the product that I will be producing is plain chocolate called 'Galaxo' this product is being designed after having taken a lot of different researches. In order to decide whether to launch the product or not, whether it will survive in the market.

  2. Thorpe Park Marketing Mix

    From my market research I found that most people liked Thorpe Park introducing new and fast rides but there were also a large percentage of people who did not want any more gift shops around the park. This ride is going to be fast, vast and intense.

  1. Unit 1 Marketing Proposal: A01

    Nike and adidas are 2 different businesses so they must use different commercials and advertising techniques such as endorsing their celebrities to do adverts for them however if adidas have a certain football player in their advert that doesn't give the right for Nike to use them in their commercial

  2. Marketing Research

    3) Internet: world's biggest storehouse of information. Using the search engine like goggle, information on any topic can be got. 4) Trade journals: journals by associations provide lots of information about the recent development, past trends and future prospects about the industry . E.g CETMA - Consumer Electronics and Television Manufacturers' Association comes out with monthly report on the industry.

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