BTECH HIGHER NATIONAL DIPLOMA- Marketing

2. Characteristics of a Marketing Oriented Organisation

Marketing organization based infrastructure that users and aims to stay ahead of their rivals. This is because the main purpose of these organizations is to attract customers. The four main features which marketing small values, organization, policy and explosives, including stack Holder organizations are specified. At first, users first consider all the decisions of these companies and better quality products part of the normal price. Second: the very low level of their administrative structures and their policies is not very difficult. Sun, a market strategy based on long Lambda organization, is flexible and participative. Finally, stack them before any significant decisions expected Holder consider. (Nora Al Shehhi, 2010, p. 276-278)

C) Required Marketing: Marketing various elements to move your business and increase your income.

Why most of your ad does not work.

Marketing client orientation ‘as elements that can A better price for their products cause. Value has been set Courier company must understand your objectives comprehensive Buyers, or in relation to that cost less than the cost of courier
Use courier. A customer needs a company. Only the current value for customers, but also understands how this additional time is likely to be developed.  Many
People within the organization has a responsibility to make Value not only marketing and marketing staff need  United in an organization's human and physical fear affectively and resources to better meet the needs of customers. On marketing other hand there two main Realities (1) are customer Needs and (2) Customer wants client needs: Customer needs the things that use daily life to fulfil your hunger and other
Things like food.  For student pen is stable in the case, and pages important need.

Customer wants: wants is special is delightful
Client as well as meet their needs. For example, in stable store

1.1.4 Benefits of Marketing Approach

 The main benefit of marketing approach at Murphy’s is getting to know markets and target clients so as to understand (step #1) their true needs and desires. In this light, Murphy’s thus develops (step #2) not so much products as solutions adapted to those clients. It then looks for pertinent ways in which to commercialise (#3), which means communicating its existence and its solutions. Once this is accomplished, it is then in a better position to manage (#4), sell and deliver value to clients while trying to persuade them to repeat their purchases.

In other words at Murphy’s, the more one understands the needs of target markets and clienteles, the greater the odds of one are creating and developing products and services adapted to those needs. One will then be in a better position to promote such business solutions, using appropriate means of communication, thus driving sales.

(Achrol, R.S. (1991),p.54-59)

1.2.1 Macro and Micro Environmental Factors Influence Market Decisions at Murphy’s

The micro-environment

Murphy's term on the micro environment marketing firm control over the elements or the use of this information in order the better it will help your marketing campaign can achieve meaning. In other words, these elements that can be manipulated or used to glean information so the company's customers are providing complete satisfaction

The macro-environment

The term macro-environment denotes all forces and agencies external to the marketing firm itself at Murphy’s. Some of these forces and agencies will be closer to the operation of the firm than others, e.g. a Murphy’s suppliers, agents, distributors and other distributive intermediaries and competing firms. These ‘closer’ external constituents are often collectively referred to as the Murphy’s proximate macro-environment to distinguish them from the wider external forces found, for example, in the legal, cultural, economic and technological sub-environments.

This consists of people, organizations and forces within the firm’s immediate external environment. Of particular importance to marketing firms are the sub-environments of suppliers, competitors and distributors (intermediaries). These sub-environments can each have a significant effect upon the marketing firm.

(Aaker, David A. (1995),p.65)

1.2.2 Segmentation criteria for two products in different markets

At Murphy’s the market can be divided into segments by using four "segmentation bases": psychographic, behaviouristic, geographic, and demographic bases for both the products. Psychographic and behaviouristic bases are used to determine preferences and demand for a product and advertising content, while geographic and demographic criteria are used to determine product design and regional focus.

Psychographic bases include personality traits such as consumer attitudes, lifestyles, and interests, while behaviouristic bases include attitudes towards products such as the frequency of use, brand loyalty, benefits sought in a product, and readiness to purchase the product.

Geographic bases focus on preferences contingent on regional factors, such as region (e.g., North or South), county, population density, urban or rural location, and climate. Demographics include personal characteristics such as gender, age, marital status, social attributes (such as ethnicity and religion), and income level.

Other bases for segmentation include occasions and consumer knowledge of and interest in particular brands. Marketers can use various occasions such as marriage, graduation, anniversaries, birthdays, and holidays to promote products. The segmentation is purely based upon the use of the product and their availability in that market, price, quality and price of the product.

(Day, George S. (1994),p.192-201)

1.2.3 Factors influence the choice targeting strategy at Murphy’s

Factors influencing the targeting strategies at Murphy’s are-

Customer Spending: Customer spending is one of the essential elements to be considered whilst devising a marketing plan/ strategy in any business sector as argued by Philip Kotler (1988). This is mainly because of the fact that the net disposable income of the customers is the primary element that contributes for the sales of any product in the target market.

Electronic commerce: Marketers argues that the effective use of electronic commerce in order to promote the products by the organizations in the small services sector will mainly increase the awareness among the customers in the target market, which is the initial stage for instigating their buyer behaviour.

Political factors:  The UK government has had significant influence on the industry since 1998. The fact that the UK government has realised that the return from the construction industry is not as expected even though it contributes to a significant percent of the Gross Domestic Product has increased the need for measuring the performance of the companies in the light of key performance indicators like Time, cost, quality, business performance and above all health and safety. This puts the huge impact on Murphy’s (Day, George S. (1994), p.54)

Product Innovation: The product innovation is an essential factor for the growth in the construction industry. As the other small services sector faces competition from similar organizations as well as leading organizations in the market as Murphy’s, it is essential to customise the products and provide innovative solutions to the customers in order to increase the revenue and market share by the small and medium enterprises. 

Consumer Demand: Frances Brassington and Stephen Pettit (2003) say that the small and medium enterprises in the UK have grown mainly because of the demand from the customers for more customised products and services.

(Day, George S. (1994),p.56)

1.2.4 Buyer behaviour affects marketing activities in two different buying situations

The behaviour of the marketer effects the buying activities, when the customer come alone it buys what it needs, where as when it comes with children, then the children have a huge impact of what is brought

1.3.1 How product are developed to sustain competitive advantage

The main differentiation strategy to be used to obtain a competitive advantage over competitors in the industry, the business unit must find ways to make the production more efficient to be able to pass on the savings to customers.. Again Toyota prides itself in this by being the first to introduce a brand, scion, specifically for young buyers in January, 2003 which was a success and the introduction of hybrids in 1997 selling 127,000 far more than Honda.( Hybrid uses two engines and is environmentally friendly.) (Goldsmith, Ronald, E. (1996),p.122-134)

Hybrid competitive strategy seeks to achieve differentiation and a price lower than that of competitors simultaneously. This is not an easy strategy to pursue because to differentiate a product or service involves some money and increases cost the very thing the low price seeks to reduce. 

1.3.2 How distribution is arranged to provide customer convenience

Distribution is one of the classic “4 Ps” of marketing (product, promotion, price, placement a.k.a. distribution). It’s a key element in your entire marketing strategy — it helps you expand your reach and grow revenue.

To create a good distribution program, focus on the needs of your end-users.

• If they need personalized service, you can utilize a local dealer network or reseller program to provide that service.
• If your users prefer to buy online, you can create an e-commerce website and fulfilment system and sell direct; you can also sell to another online retailer or a distributor to offer your product on their own sites.
• You can build your own specialized sales team to prospect and close deals directly with customers.

(Goldsmith, Ronald, E. (2006), p. 85)

1.3.3 How prices are set to reflect an organisation’s objectives and market conditions

There are the some common methods used by the Murphy’s to set the prices of the product to achieve companies’ objective and market condition. The methods are-

1) Reverse auction method: Often talked about, but only used effectively by a few of the largest retailers, commodity electronics and commodity goods buyers

2) Declining price method: Often a buyer has come to trust a Murphy’s supplier or group of suppliers. Maybe there has been substantial plant and equipment investment. Or there has been significant worker training taking place.

3) Comparative pricing: Most of us do this everyday. You don’t have all the information you need about the input cost for the item and you don’t have the time or capacity to gather the information. But you do know that six vendors have given you prices for the item. Three vendors were very close in price.

4) Reverse input method: You know what you are doing. You make the item yourself at home. You live and breathe this item. You know your input material cost, labour hours, waste percentages, delivery charges, everything.

5) The less-than-what-we-are-paying-now method: You are in a hurry. Maybe you shopped around some, maybe not. Maybe you are not coming to China at all. You don’t know what the best offer truly is, but it cannot be too bad because it is less than is less than what you paying now

6) The it’s-less-and-meets-our-percentage-target method: A variation of the above, but the price has to be a certain percent less than the current cost or it isn’t sensible to change from your current vendors.

(Gasworks, Bernard. Kohli, Ajay. (1993),p 213-222)

1.3.4  How promotional activity is integrated to achieve marketing objectives

The promotional activity is shaped  by your overall Murphy’s business goals. It includes a definition of business, a description of products or services, a profile of target users or clients, and defines company's role in relationship to the competition. The promotional activity is essentially a document that you use to judge the appropriateness and effectiveness of your specific marketing plans.

Promotional activity is a summary of company's products and position in relation to the competition; your sales and marketing plans are the specific actions you're going to undertake to achieve the goals of  marketing strategy.

Sales Promotion - If it's appropriate to business, the company want to incorporate sales promotion activities into companies advertising and promotion plan, such as:

• offering free samples
• coupons
• point of purchase displays
• product demonstrations

1.3.5 Additional elements of extended marketing plan

The extended  is the combination of marketing activities that and Murphy’s engages in so as to best meet the needs of its targeted market. Traditionally the marketing mix consisted of just 4 Ps. 
For example, a motor vehicle manufacturer like Audi:

• Produces products that are of the highest quality and fit for the needs of different groups of consumers,

• Offers a range of cars at value for money prices, depending on the market segmented they are targeted at,

• Sells the cars through appropriate outlets such as dealerships and showrooms in prime locations, i.e. in the right places, and

• Supports the marketing of the products through appropriate promotional and advertising activity.

The marketing mix thus consists of four main elements: 

1. Product – The product plays an important role during the marketing mix as it depends upon the quality and quantity of the product.

2. Price- Price is also the important factor. Customer likes to buy your product only, if it is available on reasonable price than the same products in the market.

3. Place – The place also plays an important role. Some of the products required in special places and at special time of the year and availability of the product at particular places.

4. Promotion- For the success of the product the promotion should be needed at the regular interval of time. 
(;  (January/February 2005), p.435).

Conclusion

Marketing is the backbone for every organisation. This is the main important department for every organisation and its play very important role for the future of the company, because they look after all the sales activates of the company and provides the path for the production department and R & D department for developing the new products according the market trends and to get advantage on the competitors with the launch of the better quality products with regular interval of time. The role of the marketing manager is also very important for taking the decisions regarding the sales of the company and to find out the new market for the sale of the company products.

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