Marketing 21 Essay

3011 words - 12 pages

TROY'S ASSIGNMENTIndexpage1 Cover page2 Index page3-8 Part 1 - The macroenvironment8-14 Part 2 - The marketing mix15 BibliographyINTRODUCTIONWithin this report the macro-forces of an industry will be analysed, continuing on to comparethe marketing mix of two organisations within that industry. All organisations - with theirsuppliers, customers, competitors, and publics - have a macroenvironment. This environmentconsists of macro forces that act on and affect the organisation and are generally outside theircontrol, as opposed to the micro forces which also affect the organisation, but are generallyunder their control. The marketing mix is the term used to describe how an organisation goesabout developing a product and selling it to the market.The industry chosen is soft drinks which industry falls into the category of fast-movingconsumable-goods (FMCG's), as it is a product that is consumed, and is fast-moving. Thesewon't sit in a supermarket or convenient store for long, as they are constantly beingpurchased. Other examples of a 'FMCG' are canned foods, ice cream, soup, cereal, potatochips and a whole lot more.PART 1There are six main macro forces making up the "macroenvironment." These are:· The demographic environment - which is the study of human populations in terms of size,density, location, age, sex, race, and occupation1. Studies in this area, for example, canshow the changing age structure, which is necessary, as marketeers need to understandwho makes up the market, thus allowing them to make the most effective decisions for themarketing mix.· The economic environment - which has an effect on consumer purchasing power andspending. For example, if the average income drops, then there is likely to be less buyingpower2.· The natural environment - involves natural resources that are needed as inputs bymarketers or which are affected by marketing activities3. An example of this is the nonrenewableresource, where companies will face increasing prices, as the shortage becomesmore of a problem. Also natural disasters can cause a sudden change in needs.1 Kotler et al (1998) Marketing p1052 Kotler et al (1998) Marketing p1133 Kotler et al (1998) Marketing p116· The technological environment - this can create new markets and opportunities, as well asreplace older ones. It can be of great benefit to society, but also of great disaster e.g guns 4.· The political environment - consists of laws, government agencies and pressure groupsthat influence and limit organisations 5. An example of this is the new legislation passedthat now products need to label all information, including how they are made.· And the cultural environment - which is made up of institutions and other forces that affectsociety's basic values, perceptions, preferences, and behaviours6. An example is of peoplewho are patriotic and may only buy products manufactured by their own country as theybelieve it's for the better.An organisation must...

Find Another Essay On Marketing 21

Business Plan for E-marketing Course in Portugal

1505 words - 6 pages from e-marketing and innovative technologies class MKT4015. The location where the course will commence is the School of Technology and Management. (www.estgl.ipv.pt)References:Accommodation information:http://www.booking.com/hotel/pt/lamego.html?aid=320754&label=tripadimg-pt-39730&tab=2&lang=enm. Last accessed [12/21/2009]Social Media information:http://www.estgl.ipv.pt/socialmedia/. Last accessed [12/21/2009]E-marketing information:http://www.estgl.ipv.pt/emarketing. Last accessed [12/21/2009]The School of Technology and Management:http://www.estgl.ipv.pt/. Last accessed [12/21/2009]APPENDIXIncludes poster design

Customer-Driven Marketing Strategy Essay

1272 words - 5 pages . & Piercy, N. F. (2009). Strategic marketing (9th ed.). New York, NY: McGraw-Hill. Dickson, P. R. & Ginter, J. L. (1987). Marketing segmentation, product differentiation, and marketing strategy. Journal of Marketing, 21, 1-10 Hanlon, A. (2013). The segmentation, targeting and positioning model. Retrieved from http://www.smartinsights.com/digital-marketing-strategy/customer-segmentation-targeting/segmentation-targeting-positioning-model

MkIS support for the marketing

5538 words - 22 pages , Vol. 15, pp. 75-85.Crace, D. and Pointon, T. (1980 ), ?Marketing research through the salesforce ?, Industrial Marketing Management, Vol. 9, pp. 53-8.Davenport, T.H. and Short, J.E. ( 1990), ?The new industrial engineering: information technology and business process redesign?, Sloan Management Review, Vol. 31No. 4, Summer, pp. 11-27.Ferreira, J. and Treacy, M.E. ( 1988), ?It¢s more than just laptops?, Datamation, Vol. 34 No. 21, 1 November

Marketing

2460 words - 10 pages don't, we may never find the way to exist on the business world today.5. References:Adcock, H.L.,(1998), Marketing Consumer Behavior, Sydney.Baker J. Michael., (1999), Marketing Management, USA.Gwinner R.F, Brown S.W, Hagan A.J, Ostrom L.L, Rowe K.L, Schlacter J.L, Schmidt A.H, Shrock D.L.,(1995), Marketing-An Environmental Perspective, USA.Jobber. David, (2001), Principle And Practice of Marketing,Kotler P, Brown L, Adam S, Armstrong G., (2003), Marketing 6th Edition, NSW. Australia.R.Wilson & C.Gilligan., (1997), The Environment of Marketing, Sydney.http:// www.oral-b.com (07/05/2004. 21:17)

Marketing , Customer values and the Interrelationship Between them

1777 words - 7 pages : Free Press. Gamble, J., Gilmore, A., McCartan-Quinn, D., & Durkan, P. (2011). The Marketing concept in the 21st century: A review of how Marketing has been defined since the 1960s. The Marketing Review, 11(3), 227-248. Heard, E. (1993-94). Walking the talk of Customer Value, National Productivity Review, (11), 21-27. Keith, R. J. (1960). The Marketing Revolution. Journal Of Marketing, 24(3), 35-38. Kotler, P., Shaw, R., FitzRoy, P

Marketing Mix

1531 words - 6 pages candles produce black smoke since the wicks are all cotton.ConclusionThe proceeding paper covered the elements of marketing mix for Partylite, a home-based business that expands across 21 countries. It discussed how the marketing mix affected the development of the marketing strategies and tactics, how each of the 4 elements are implemented with this company and finally how Partylite exists in the current industry. Partylite has been in business

Marketing Management

4688 words - 19 pages reputation in the market.ReferencesKotler, P. Armstrong, G., (Fifth Edition), Principles of Marketing, published by prentice Hall international Inc.Pride, M. Ferell, O., (Fifth Edition), Marketing, Boston, Hounghton Mifflin Company, Pg. 6-21.Zomke, R. Woods,J., Best practises in customer services, HRD Press Amhest ( AMACOM) American Management Association,Pg.3-6.Houston,F.(1986), The marketing concept: what it is and what it is not, journal of

What is Marketing

2477 words - 10 pages What is Marketing 1. Introduction 1.1     Purpose The purpose of this report is to get all of the management employees of Proton in all of the departments outside marketing to familiarize with what marketing is and also to show its importance in the company. 1.2     Background Proton is the biggest Malaysian automobile manufacturer. Proton automobiles are available in many countries such as China, Singapore, Australia, Algeria and

Marketing – A Critical Introduction

2334 words - 9 pages finality that Critical Marketing plays a central role in any organization. It should also be done carefully to ensure the continuity of the organization especially with the rapidly changing market to ensure an intimate relationship between the organization and its perpetual consumers. Works Cited Adorno, TW & Becker, H 1999, Education for maturity and responsibility, History of the Human Sciences, 12(3), 21–34. Agger, B 1976, Marcuse

Marketing Mix Recipe: "Add 4 P's

1526 words - 6 pages customer satisfaction. A marketing strategy consists of a target market and the appropriate marketing mix. It specifies what a company will do in a target market. "Developing a good marketing strategy and turning the strategy into a marketing plan requires the right blend of ideas or marketing mix" (Perreault, McCarthy, 2004, Ch 21). A marketing strategy helps a company assess how successful they are at meeting their customer needs. It may also help

Harvard Case: Launching The Bmw Z3 Roadster

1172 words - 5 pages marketing 19 approach. The objective was to use the product placement in the movie to create “buzz” about the 20 product through a wide set of potential customers. I thought it would be a great situation to discuss 21 in our marketing class. So, I set out to write a case which would serve as the basis for the 22 discussion. I knew some of the senior executives at BMW so I called them to ask if a junior faculty 23 member and I could come talk

Similar Essays

Marketing In Today's Business World Essay

1198 words - 5 pages -market-research-to-deliver-powerful-insights/ [Accessed 26 November 2011]  Kotler, P & Armstrong, G 2004, Principles of Marketing, 10th Edition, Pearson Prentice Hall, New Jersey, USA.  Stafford, P 2011, What is Relationship Marketing?, bloggingtips, viewed 9 November 2011, http://www.bloggingtips.com/2011/03/21/what-is-relationship-marketing/  The Alternative Business Philosophies, 2007. [image online] Available at: http

E Marketing Vs Traditional Marketing Essay

1667 words - 7 pages Marketing Spending 9.7 11.2 11 11.4 12.7 14 15.3 Traditional Marketing Spending 7.76 8.848 7.81 7.98 9.144 9.66 10.56 Percentage of Traditional Marketing 80% 79% 71% 70% 72% 69% 69% E-marketing spending 1.94 2.352 3.19 3.42 3.556 4.34 4.743 Percentage of E-marketing 20% 21% 29% 30% 28% 31% 31% McCarthy A. (2013),Worldwide ad, retrieved from www.emarketer.com Results The data discussed clearly reflects the growth of e-marketing spending in the Middle

Relationship Marketing Is A Separate Branch Of Marketing Thought And It Is Indispensable To A Successful Performance Of A Firm.

2452 words - 10 pages : relationship strength in industrial markets?, Journal of Business and Industrial Marketing, Vol. 15, No. 7, pp. 491-506Durkin, M.G. and Howcroft, B. (2003) ?Relationship Marketing in the Banking Sector: the Impact of New Technologies?, Marketing Intelligence & Planning, Vol. 21, No. 1, pp. 61-71Foss, B. and Stone, M. (2001) ?Successful Customer Relationship Marketing?, Brand Management, Vol. 10, No. 1, pp. 79-87Gronroos, C. (1994) ?From Marketing

Compare And Contrast Abercrombie & Fitch And Forever 21s’marketing Strategies

1059 words - 4 pages Nils KrugAcademic WritingCompare and contrast marketing strategies between Forever 21 and Abercrombie&FitchForever 21 as well as Abercrombie & Fitch are 2 American fashion retail companies. Forever 21 is an L.A. based fashion retail company founded in 1984 by Chang Do Won and his wife Chang Jin Sook. With reference to " The Cornell Daily Sun", it is the 12th most recognized brand worldwide (Ecker, 2013).Another fashion retail company is