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Marketing strategies - Essay Example

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Instructor Date Marketing strategies Illustrate how promotional activity is integrated to achieve marketing objectives In any organization, there are established marketing strategies. The marketing strategies are usually based on the organizational goals and set objectives…
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Marketing strategies

Download file to see previous pages... For marketing strategies to be effectively implemented there must be marketing objectives. These objectives shape the perception and approach to the market. The objectives are generated in regards to the requirements and goals set by the management team. Kotler & Armstrong points out that marketing objectives are set as goals that an organization tends to achieve in terms of acquiring a greater competitive advantage over other organizations (65). Marketing objectives are also used as measurement tools of the effectiveness of the strategies applied in the market. If a marketing strategy satisfies all the requirements stipulated in the objectives, it is allowed a greater lifeline in an organization. Additionally, marketing objectives dictate the mode in which promotional activities will be integrated. Promotional activities are activities that are used in the marketing of an organization’s goods and services. In referring to the definition by Kotler & Armstrong promotional activities are forms and ways of marketing implemented by organizations (112). Promotional activities include personal selling, exhibitions, media marketing, corporate image, public relations and sales promotion. Depending on the organizational culture and marketing objectives, an organization selects the forms of promotional activities to be implemented in the organizational system. ...
In such an organization, the first objective would be to create a corporate image for the facility. This can be done by providing special services and offers upon interest on the facility. The organization may also a marketing objective of reaching out to corporate bodies. To realize this objective the most proper promotional activity to be implemented would be personal selling. By personal selling the relationship between the interested parties and the organization is more personalized (Kotler & Armstrong 89). In a sporting facility a good public relation with the communities is a compulsory objective. In this case, the organization may opt to implement Corporate Social responsibility as a promotional activity and tool. This entails organizing communal activities and funding community projects (Kotler & Armstrong 64). From the analysis one could easily argue that the objectives set by an organization in terms of acquiring a greater market support significantly dictates the type of the promotional activities used by an organization. The integration of promotional activities is done by an analysis of the opportunities that the market presents to an organization. For instance, if an organization aims to capture the attention of a specific market population for example the young people: the advertising promotional activity would be integrated in a way that social sites and trendy magazines are effectively exhausted (Kotler & Armstrong 77). What is the importance of the three extra elements of the service mix to you as the customer? According to Kotler & Armstrong it is human nature for a consumer to be selective in the way they chose to relate to an organization (154). This relationship is a great determinant of the consumer’s allegiance to an ...Download file to see next pagesRead More
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