Nobody downloaded yet

The Concept and Process of Marketing (Coca-Cola case) - Essay Example

Comments (0) Cite this document
One major limitation is the sales concept where companies are just trying to make sales and can end up compromising the quality of their products. Companies should use societal concept where they put more emphasis on caring for the society’s wellbeing. …
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER92.5% of users find it useful
The Concept and Process of Marketing (Coca-Cola case)
Read TextPreview

Extract of sample
"The Concept and Process of Marketing (Coca-Cola case)"

Download file to see previous pages Marketing can also be defined as a process through organization creates effective channels of exchanging of goods and services with their customers, through coordination of the four P’s of marketing, which are product, price, place and promotion. Marketing therefore involves identifying a product that can satisfy a given consumer need, determination of its price, determination of an effective distribution channel for the product to reach the customer, and finally designing ways to inform the potential consumers about the product (Wysong and Flores, 2008, p.54). 1.2 Consumers Needs and Wants Consumers are motivated to buy goods and services by their specific wants and needs, a consumers needs are those items that every person requires for survivor such as clothes, food and shelters. The consumer’s wants refers to those items that a person would consider buying after fulfilling his or her needs, which may include a car, going for holiday among others. However, a want can easily translate into a need when a person desperately wants an item. However, Hartline and Ferrell (2010, p.184) warns that referring to needs as necessities is simplistic since the definition of a need is subjective. Therefore, in this respect, a need occurs when a consumer’s level of satisfaction is below the desired level while a want is a desire of a given product to cater for a need (Hartline and Ferrell, 2010, p.184). As stated earlier, a consumer will buy goods and services primarily to satisfy his or her wants and needs. Therefore, it is prudent for a business to understand the needs, which can be satisfied by its products. As Hartline and Ferrell...
For instance, Coca-Cola has in the past used their bottles to conduct a lottery, whereby a faithful customer who manages to collect specific winning bottle tops gets the reward.
2.37 Consumer profitability.
Companies undergo various costs in the process of advertising, consumer relations, and in the process of trying to increase their sales. Consumer profitability is the difference between the revenue that a company gets customers, and the cost they incur to get those customers (Raaij and Eric 2002, p 1). Coca- Cola Company should do the cost benefit analysis, in order to ensure that revenue incurred in the customer relation process is more than the costs incurred, and that such difference is significant.
2.38 Narrow marketing focus
Narrow marketing involves a product with fluctuating prices in the market, which is usually as a result of change in demand or supply. A narrow marketing strategy involves a company not putting efforts to win new customers. The cost of narrow marketing focus is low sales, fluctuation in product demand. Coca–Cola Company can avoid this pitfall through adopting strategies to get new customers and using good customer relations to retain existing customers. ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
(“The Concept and Process of Marketing (Coca-Cola case) Essay”, n.d.)
Retrieved from
(The Concept and Process of Marketing (Coca-Cola Case) Essay)
“The Concept and Process of Marketing (Coca-Cola Case) Essay”, n.d.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document
Marketing Principles
Effective new product differentiation and business diversification strategy helped the organization to increase its market share and brand value. The essay will develop a consultant report for Coca Cola in which the competitive position of the organization and organization’s implemented marketing strategy will be evaluated.
8 Pages(2000 words)Essay
Mnc's Strategies For A 'New' Egypt - Case Study: Coca Cola
We stay in one global country. This is said because there is free trade and commerce between all the countries. People staying in any country can use products of another country. Everyone is free to travel around the world with valid passport.
16 Pages(4000 words)Essay
The Concept and Process of Marketing
Houston (2006, p.81) asserts that marketing can be said to be a process of social orientation by which customers and organizations are able to meet their needs through value exchange. This definition is actually based on the fact that there has to be the process of exchanging value for marketing to take place.
4 Pages(1000 words)Essay
The Relevance of Entry Strategy in China: A Case Study of IKEA and Coca-Cola
TABLE OF CONTENTS CHAPTER I - ABSTRACT 3 CHAPTER II - INTRODUCTION 4 Aims & Objectives 5 Research Questions 5 CHAPTER III - LITERATURE REVIEW 7 Mode of Entry 7 Ownership & Control 12 Conclusion of the Literature Review in Entry Strategy 15 IKEA in China 16
38 Pages(9500 words)Essay
Marketing Concept of Coca Cola
The author gives recommendations which can improve the existing customer relationship management system of Coca Cola. The marketing concepts will help an organization to identify the local competitors and manage their marketing campaigns effectively. The goals would be achieved through the identification of various resources.
8 Pages(2000 words)Essay
Multinational Strategy adopted by Coca Cola
Multinational Strategy adopted by COCA COLA. The international strategy of the multinational companies has occupied many researchers. However there are no widely accepted definitions of international business strategy. One approach adopted in the study of international business strategy is basically from the perspective of strategic focus.
10 Pages(2500 words)Essay
Coca-Cola HBC Case
This report completed will attempt to findhow Coca-cola HBC (CCHBC) and its operations management practices enable it to achieve its strategic aims; initiating critical evaluation of CCHBC’s approach to capacity management involving production planning and control; to know the nature of relationship between CCHBC and its suppliers and some reasons why it was able to manage relationships with them the way it does;
10 Pages(2500 words)Essay
Pepsi and Coca cola companies in Australia (report)
Similarly, consumer behavior is the action taken by purchasing and consuming the product. The paper will discuss two brands; Pepsi and Coke in lieu of Australian background. It will throw light on consumer behavior theories and their application in practice to the marketing and branding of Pepsi and Coke in Australia.
12 Pages(3000 words)Essay
Discuss Competitive Strategies Coca Cola Should Adopt to Develop Business Expansion in China
This academic proposal is being carried out to determine the current scenario of the Coca-Cola Company’s business in China’s beverage market and the strategies that the company is following for its business outcomes; to understand the strengths, weaknesses, opportunities and threats of the company in its conducting and expanding business in China.
13 Pages(3250 words)Essay
Operation management in context to Coca Cola
The purpose of the research is to understand the operational issues of Coca Cola along with by defining and understanding the problem along with offering solutions for it. In order to achieve the purpose of the study; it was important to study the literature on Coca Cola and different case studies have been studied highlighting the operational issues of the organisation.
20 Pages(5000 words)Essay
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Let us find you another Essay on topic The Concept and Process of Marketing (Coca-Cola case) for FREE!
logo footer
Contact us:
Contact Us Now
FREE Mobile Apps:
  • StudentShare App Store
  • StudentShare Google play
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • Miscellaneous
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us