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Elegant Report

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Amanda Whyte Outcome 1 HNC E-Marketing 09/01/2003 Report - The Basic Marketing Concept, the Marketing Mix, Marketing Research & the Organisation of Marketing Departments Introduction Marketing has many definitions and for any particular business or service provider one definition may be more relevant than another, however all are closely related and interdependent on satisfying customers. Therefore, it is important to consider all interactions with customers and ensure all members of an organisation carry out their particular business function with a customer-focussed approach. There are many actions associated with marketing. These are best described as a set of tools that when used together 'the Marketing Mix' will achieve a successful marketing orientated organisation that gives customers the right product, at the right price, in the right place with the right information. The Basic Marketing Concept There are five concepts or orientations to businesses. These are Production, Product, Selling, Marketing and Societal Marketing. Production orientated businesses believe that consumers favour products that are available, highly affordable and that the focus should be on improving production and distribution. This is one of the oldest philosophies that guide business. Product orientated businesses hold that consumers will favour products that offer the most quality, performance and innovative features. Therefore, constant product improvement is the key to success. ...read more.


The experience a consumer has may depend on the level of service they expect to receive. Processes - The processes attributed to service are delivered straight to the consumer and therefore it may be difficult to identify any problems before they arise. Because services depend on people, skills and consistency, delivery and quality control is more difficult to implement. Physical Evidence - Generally, this would relate to a businesses premises from which a service is sold or delivered. The idea being that the marketer would consider the design, image and atmosphere from where the service is being sold. This could be anything from a hotel room to an aircraft flight. Marketing Research Marketing research is the function that links the consumer, customer, and public to the marketer through information. The information can then be used to identify target markets. Marketing research information is vital to any business or service provider as the outcome of a marketing research report will help shape how they as an organisation respond to the needs and wants of their customers by predicting customer and consumer behaviour. In short, a way of understanding what customers want or require, where they wish to get it from and how much do they want to pay for it. The information gives a vital indication of the market competition and how the translation of that information helps to realise the strengths and weaknesses of a product or service. ...read more.


The satisfaction is contributable to the performance of all departments, hence marketing must influence all departments and business functions if customers are to be retained. Another approach would be to demonstrate by results how useful marketing can be to all departments and functions. This could take the form of finding markets to meet the goals and objectives of all departments whatever their function. Conclusion Every business or service provider needs to research its market to some degree. Marketing Research for an e-business is very much the same as marketing research for any business as e-business is business. The marketing information that results from Marketing Research is a critical element in making effective marketing decisions. The pace of technological development and the global market place mean that today's environment changes more quickly than ever before. Therefore, it is of the utmost importance for a business or service provider to have a well-developed information gathering system so marketing decision-makers are provided with timely and accurate information. Every member of the business or service provider must have quality information in order to act intelligently and make the right decisions. Therefore my main conclusion is that without an understanding of who your customers are, what their expectations are, how much they are willing to pay for your products or services, what and who your competitors are and the potential of your market, you will not be able to maximise your profits. ?? (footnote continued) 2 5 ...read more.

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