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

The Marketing Mix in a Changing Business Environment

Extracts from this document...


Nehat Krasniqi, BAMA Year 1 Marketing & Advertising - Assignment One The Marketing Mix in a Changing Business Environment 06/02/2003 The Basic Idea of Marketing as an exchange process has it's root in very ancient history, when people began to produce crops or goods surplus to their own requirements and then to barter them for other things they wanted. Elements of marketing, particularly selling and Advertising have been around as long as trade itself, but it took the industrial revolution, and the development of mass production techniques and the separation of the buyers and sellers to sow the seeds of what we recognise as marketing today. Marketing has become a comprehensive and integrative field, highlighting the potential for conflict between marketing and other internal functions. By showing that marketing can work with other functions, many successful organisations such as Sony, Nestle, Unilever ensure that all the functions within their organisation focus on the customer, by doing so the organisation is give every department a role in marketing. These organisation have embraced a Marketing philosophy that permeates the whole enterprise, and places the customer firmly at the centre of their universe, they have understood that ...read more.


Marketing Managers tend to approach decisions about adverting and other forms of promotion in tow different ways one is choosing the right Marketing Mix and the other is introducing the right Promotional Mix. Combining the tow essential formulas to any product will be determined by the marketing managers decisions on choosing the right steps, and generating the right life cycle for the product or service. How product or services are presented to customers, under the promotional mix sometimes includes matters like visual design and packaging. But primarily the methods of communication with customers, these could include, personal selling, Adverting, Sales promotion and Public relation each of these has its advantages and disadvantages but their relative importance varies with the particular case. The marketing manager needs to understand how markets develop over time, in order to introduce a new product to the market positioning and targeting will first go through their life cycle and their marketing strategies, to determine whether the product will have some success in growing competition. But most products are in fact dynamic, almost living things, they are developed as concepts, prototypes, they will be launched in the market. ...read more.


Marketing managers need to also understand the growing implications of Information Technology within their planning when launching a new campaign. In the marketing context Technological advance can be generated from two main sources as far as the marketing manager is concerned, the first source is external to the organisations and perhaps even external to the market, thus technology developed for other purposes, academic, medical etc. And the second source of technological advance is market driven, by organisations searching for specific solution to specific marketing problems. In the other hand launching an Advertising campaign through the promotional mix, has become more sophisticated, advertising has gone beyond Television, Radio, Cinema, Newspapers and magazines. Even though these services remain in full complaints with agencies, other communication services have emerged through Information technology comes the Internet, Mobil, Credit/Debit Cards, this has given agencies the possibility to define their target audience and launch a more effective campaign. Readings: 1. John Wilmshurst and Adrian Mackay , The Fundamentals of Advertising 2nd Edition 2. John A. Murray and Aidan O'Driscoll , Strategy and process in Marketing 3. Frances Brassington and Stephen Pettitt, Principles of Marketing 3rd Edition 4. Leslie Butterfield, Excellence in Advertising ...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 Advertisements 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 Advertisements essays

  1. Produce a marketing strategy for a product or service with a clear understanding of ...

    or tie in with TV advertising to remind people of the TV message. Point of sale (POS) advertising includes posters for the shop window, complete window displays for the advertiser's products, 'Open' and 'Closed' notices for the door with a product name on them, and the various other small advertising items that you see in shops.

  2. This advertising campaign is a proposal for Guinness. It details the proposal for a ...

    Content TVRs 84.5% C.P.T. �467.07 Reach Daily reach 23.67 million TV audiences across the country. Frequency Basically to display Guinness Ads on these two channels every day in the advertising peak hours from 5:30pm - 11:00pm, in March more ads will be displayed.

  1. VW - Skoda Fabia - Intergrated marketing communication.

    This certainly has been the case at Skoda. Firstly they employed the services of advertising agency Fallon and they started to work in integration with all other sections of the campaign. Despite being on a limited budget they used the zero based approach and ruled out previous campaigns.

  2. The History of AdvertisingTypes and Functions of AdvertisingAdvertising in mass media.Advertising agencyDomestic advertising

    Nevertheless, we should admit that advertising actually enriches our lives. Commercial television is able to provide us with free programmes thanks to its advertising revenues, local newspapers and magazines derive also much revenue from advertising, which allows them to exist.

  1. GNVQ Business - Legal and Ethical Restrictions

    They can stop harmful, misleading or offensive advertising. They ensure that sales promotions are fairly run, and they can help decrease unwanted commercial mail (sent by post/email/text message). How this might affect the promotional activities - The Advertising Standards Authority may affect the promotional activities I plan to use.

  2. business four ps

    From the information that was gathered they established that the average amount people are currently spending per month on beauty etc is �40.00. Questionnaire for Pamparama Your Chance to Help us Help you < Please circle or underline your answer > 1.

  1. Free essay

    Marketing Strategy for Errol Anderson Motors - Chapter 1: The Different Types of Marketing ...

    seen by people in London on FM radio * Good impression to viewer * Variable cost Disadvantages * Not as persuasive as TV advertising * People listening to radio are usually don't want to listen to adverts * Information needs to be spoken Leaflets Leaflets are a common way of fulfilling the aims of starting Errol's business.

  2. Viral Marketing

    expected to spend up to four per cent of their budgets on this medium. Interaction of the consumer with the brand on the internet is said to be a rather strong influencer in terms of turning exposure no other form of communication comes close to turning exposure to promotion into

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