Principles of Marketing.

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Part One

In this section I must look at the whole marketing concept. I need to describe the main principles of marketing and how legal or ethical constraints changed marketing concepts.

Principles of Marketing

Marketing is about understanding the customer’s needs and ensuring that products and services are of the highest possible standards in order to satisfy the potential customer’s desires and needs.

Marketing also focuses on ways in which the business can pressure the conduct of customers, and also have customers influence marketing.

Marketing is essential to the success of all businesses. Its main aim is to enable businesses to meet the needs of their current and their potential customers and should be able to:

Understanding Customers Needs 

It is very important to understand the needs and wants of customers. The needs of customers may vary between different groups of people.

When a business decides to market a new product they must know who their target market is going to be. This is because consumer’s priorities are different depending on the product sold.

 A recent example of this is the Sunday Express has recently published an article written by Kilroy Silk which is very offensive to Arab’s. The article was offensive to the Arab people and branded them suicide bombers, limb amputators, and women repressors. The main target group for the Sunday Express is not Arab’s directly, but Britain in general. Many of the British public disagrees with racism and also many are of a different race which shows that the Sunday Express has not looked into their market well enough resulting in ethical and moral issues.

Customers needs include:

Customer’s needs are just as important as what the business needs. So when a product is sold it is important that customers are well looked after. For instance when buying a expensive luxury item customers expect a high quality item with guarantees that the product will work and last.

Good customer service: This would include the after care service and the service provided when the purchase of the goods is made. This may be friendly environments, return policies, good clear advice and good services such as express tills.

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Understanding & keep ahead of competition 

The business may consider their competitive markets and may evaluate the competitive prices in order to provide a better service and better quality. They can use these strategies to meet the needs of their customers.

They need to have unique goods in order to stay ahead of competitors. For example a game shop can get the latest games so more customers can come there because no one else will have them. This enables a competitive edge and could result in more customers. Also if this business is the only one with the latest games ...

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