Critically evaluate the marketing strategy of a company or organisation with which you are familiar.

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Marketing

Critically evaluate the marketing strategy of a company or organisation with which you are familiar


Bibliography
  1. Business Review                        Volume 4                September 1997

  1. Letts A-Level Business Study Guide        

  1. The book of Marketing                                        Michael J. Baker

  1. A-Z Business Dictionary                                        Ian Marcouse

  1. Business Studies                                 Second Edition           Hall, Jones & Raffo

  1. www.manutd.comBefore providing the answer to the above question, one must clearly define marketing, what it involves and why so many businesses create marketing strategies to achieve their corporate aims and objectives.

Marketing has been described as an art, a science, a myth or indeed a combination of all three.  It is a function that is subject to much criticism, due to the creation of wants and the persuasion techniques used; yet it is a function, which the country depends on for the export of goods and to fight competition from imports.  It is also a function clouded by some confusion, the most common confusion arises between a marketing and a selling orientated business.  The following is a quote by Theodore Levitt:

“Selling focuses on the needs of the seller in converting his product into cash.”

“Marketing focuses on the needs of the consumer.”

 

The above quotes can be viewed as being very broadly defined and thus vague.  They do not provide us with a very broad and clear meaning of what marketing exactly is.  What we need is a definition that should indicate that marketing consists of activities that are performed by both individuals and organisations.  Marketing can be defined as the all-embracing function that links the company with customer tastes to get the right product to the right place at the right time.  Marketing decisions are made through the marketing model, based on the findings of market research, and carried out through the marketing mix.  At all stages in the marketing process, the firm needs to work closely with the production department and research and development, to ensure that what is promised is delivered.  Another definition to describe marketing is the one below which is put forward by the U.K Chartered Institute of Marketing:

“The management process responsible for identifying, anticipating and satisfying consumers’ requirements profitably.”

        

 This certainly is a valid quote to try and convey the true meaning of marketing, however, it fails to include that marketing activities occur within a dynamic, ever changing environment, and not that of a static, to which the above definition portrays.  However, we can never be provided with a clearly explained definition of marketing, as the scope for this is far too vast.  The reason being is that marketing affects us in every way, all the time.  From advertisements on radio, television and bill boards to basic word of mouth.

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Working in TESCO, at the weekends it is impossible to avoid the large scale of marketing that occurs.  From signs to internal announcements, from promotional offers to promotional prices, it is clearly evident that vast marketing exists.  Another example is that of a web design business.  My father operates such a business and marketing is an essential element for success.  Slogans on the shop window like, “Is your business on-line?” are aimed at passers by in the aim to get them thinking.  These examples show how different goods can be marketed.  Furthermore, it shows how we, the consumer, are ...

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