Foundations of Marketing - Admission/Application Essay Example

?Marketing Concepts This paper is going to look at various concepts in Marketing beginning with the definition of marketing and how it is understood in the business world. It will then look at the concept of integrated marketing communication which is a form of management of marketing tools, messages and customers. This will be followed by a discussion of promotion mix strategies which are basically the push and pull strategies and their application in the marketing world. The paper will then examine messaging strategies what they are and how they are applied in marketing. This will be followed by a discussion of the various promotion mix tools that include advertising, personal selling, and sales and promotion. The tools mentioned above will also be reviewed again in the promotion tools giving as an idea of the extent of application. The next part will deal with the implementation of marketing strategies before concluding with a summary of what was discussed in the entire paper. Introduction This paper gives a detailed analysis on marketing issues and activities involved. It defines and gives an overview of what an integrated marketing communication is all about and how they relate to organization. The analysis of the various promotional tools that are put into place and used in marketing are also addressed. The tools looked upon here includes the advertisement, sales promotion and personal selling. These tools are specifically chosen since they are the best promotional tools that bring the expected results. Their associated forms which help in passing the message are also discussed. Finally the paper analyses how the various message strategies are implemented by the organization for their benefit and the benefit of their customers. Definition of marketing Mullins and Walker (2010) define marketing as a social process that involves the activities that are necessary to enable individuals and organizations to obtain what they need and want through conducting exchanges with others and to develop ongoing exchange relationships (Mullins & Walker, 2010). Overview of integrated marketing communications Integrated marketing communication is a process of coordinating, controlling and integrating all marketing communication tools and both the messages sent to the customers in a way that perpetuates meaningful data-driven dialogues (Kurtz, 2008). This leads to benefiting relationships between the organization and its customer since an understanding is created between the parties and a clear perspective of the programs are provided (BPP, 2010). Integrated marketing communication ensures that all the forms of communication and their tools combined together and the messages sent to the customer are carefully linked together for efficient running of the organization (Mullins & Walker, 2010). In coordinating all the activities involved in the promotion of the products through marketing communication the customers and all the stakeholders of the organization stay informed of the activities run in the organization. In any marketing process of a given brand there exists the most appropriate promotional tool that can be used in the process to give the maximum results expected. Therefore in integrated marketing communication the promotional tools used are clear in giving the message being passed out. Consideration of the mass coverage and the speed of the delivery is also important (Pride & Ferrel, 2010). This gives an understanding that different promotional tools have different or rather varying strength in the way they deliver the message channeled through them. The outstanding issue under integrated marketing communication is persuading the public through informing them about the brand and making them get involved give a benefiting contribution to the organization (Lamb, Hair, & McDaniel, 2011). Promotion mix strategies (push and pull strategies) Push strategy is a marketing strategy where the providers of services and goods provide all the needed information to the customer through various promotion tools (Kerin & O'Regan, 2008). It allows interaction of the seller and the customer depending on the tools used. In the case where the seller cannot interact with the like through the radio then the information is considered as to be one way that is being pushed to the customer (Kerin & O'Regan, 2008). Under these circumstances there is no feedback or rather interaction with the customer to see if the passed message was received as expected. Therefore the organization evaluates the understanding of the message through the sale and the production of its goods and services are therefore based on forecast. Also the strategy puts in mind the historical ordering pattern from the retailers (Kerin & O'Regan, 2008). Pull strategy is a marketing strategy where the customers selects the goods and services they need that will satisfy their needs and wants (Mullins & Walker, 2010). The customer avails information of the product that he demands to the organization and gets it out of the distribution channel. When a customer makes a request to the organization to be supplied with a given product the organization produces the product and supplies it to the customer. This strategy gives weight on the fact that production and distribution of goods and services greatly relies on the side of the demand created by the customer (Kerin & O'Regan, 2008). In the production of the goods and services in an organization and the final distribution to the intended customers it is important to understand the rate at which the company’s products are being accepted and used in the market. This allows the organization produce as per the required standard of the market so that it avoids excessive supplies (BPP, 2010). The push strategy of marketing s therefore one of the best strategies to be employed into the market since production will be as per the rate of replenishment. Any alteration in the historical pattern within the business can easily be detected and correctional measures put in place (Kerin & O'Regan, 2008). Messages strategies It is vital that every organization market itself to the public in the right way. The firm therefore communicates specific messages to its customers at all times. These messages purpose is to inform or rather create awareness of most recent news about its products. Therefore strategies are put in place so as the firm continually meets its objectives (Kotler & Armstrong, 2010). The message strategies should consider the following; introduction of the brand to the customer. This is meant to give information about what the brand entails its benefits and satisfaction that is expected to be delivered. Under this section the message should be clear and to the point addressing the main facts about the product and what the customers will derive from the use of this product (Kotler & Armstrong, 2010). The second message should address the expectation of the organizations from the customers. That is the sections they need the customers to be involved in to be able to enable the company stay in the existence (Kotler & Armstrong, 2010). This strategy gives concern on importance of feedback from the section of the customers. The organization to pass out direct hotlines that would be used by the customers to contact, give information or inquire about the brand (Mullins & Walker, 2010). Another message strategy should address the channels to be used in the distribution of the brands. This should specify the time of deliver, if there exists after sale services and the accessibility of the product. Under this section specification of the end users is put into account. This is to mean that if it is the retailers then their benefits to be accrued on this section should be well passed out. If it is the customers the all the expectations of the delivery should be well specified (Kotler & Armstrong, 2010). Promotion mix and tools In marketing out the brand to the public different promotional tools are put into place and practice to see that the company maintains a constant return on sales. In the process the company combines different kinds of promotional tools and finds a way of marking them work inline to enable it market and sell its products (Kerin & O'Regan, 2008). This is referred to as promotion mix. The following tools are used in this case: 1. personal selling It is a promotional tool that allows interaction with the customers face to face when giving them information about the brand. This tool is quit important since it creates contact with the customers and provides an immediate feedback (Mullins & Walker, 2010). There are several stages involved in personal selling. This includes: prospecting and qualifying, pre-approach, approach, presentation and demonstration, handling objections, closing and finally the follow up activity. This tool is important since the sales person can structure the information to suit the needs of its customers (BPP, 2010). 2. advertising It is a kind of non-personal presentation and promotion where a particular idea or information about a particular product or service is disseminated. It is normally paid for by a sponsor or an identified marketer (Fletcher, 2010). In this case advertisement is specifically selected to build awareness and position the brand in the market. This also helps in differentiating the brand from others that are provided in the business. Most people access information through advertisements and therefore it is important in marketing of an organizations brand. This is done through the televisions, radio, billboards and several other Medias. Adverts provide a wide coverage within a very short time and hence suitable in promotional activities (Kurtz, 2008). 3. sales promotions This is a key tool in marketing and helps in stimulating purchase of specific products in the market. Their main purpose is creating an immediate sale. Under sales promotion a given market is identified and promotion is initiated (BPP, 2010). Since the organization intends to deeply interact with the customers and to a far extend get an immediate feedback the sales promotion is an appropriate tool marketing of the product. During this period when the promotion is in progress the customers are able to buy at that particular point and also contribute their feelings about the utility they derive from consumption of the product (Kotler & Armstrong, 2010). Forms of promotional tools In advertisement the use of television is of great significance since the cost for transmitting the message to individual customers is small. Also the radio can be used to transmit the message since some are portable and in recent past they have been attached to gadgets like mobile phones and hence the message can be accessed by a great number of audiences. The magazines and newspapers also are fast in the way they transfer the message (Fletcher, 2010). Personal selling as a tool of promotion considers the aspect of person to person interaction where the promotion of a particular brand is displayed on the platform and its benefits and effects at the same time analyzed. Message is transferred through the salesperson. Even though the coverage is small the messages are passed out clearly and as intended and to a far extent to the benefit of the organization (Kotler & Armstrong, 2010). Sales promotion is classified into two sections, consumer oriented or trade oriented. Several forms of sale promotions are used in the marketing of this brand. Samples are used for the purpose of trial so that the customer can get exposed to them. Premiums are used so as to increase the rate of sale for example if one buys the brand he is given another free. Incentives are given to the customers who buy in large quantities while the contests where a free deal is given for example free travel tickets (Lamb, Hair, & McDaniel, 2011). Implementation of the message strategies Strategies are important factors in the successful running of any focused organization. Every formulated strategy that has been accepted to be incorporated in the business issues must be implemented as programmed (Mullins & Walker, 2010). The message strategies discussed above will be implemented in the following way: for a proper introduction of the brand in the market the appropriate promotional tools should be put into place to ensure that the message reaches the intended audience. Professionals in the sectors of promotion should be conducted and be well informed of the expected quality of the message. Areas that need financing should be appropriately addressed (Mullins & Walker, 2010). The message that is passed out should be noted and analyzed by the organization to ensure that they deliver and meet all the promises they passed out to the customers through the messages.it is also important that the organization reviews all the sections of delivery from time to time to ensure that the expectations of the customers are still being met (Pride & Ferrel, 2010). Since all the messages in the promotions are between the organization and the customers then the strategies put in place for the purpose of analyzing the feedbacks should be efficient. Panels should be set specifically to look into details of the provided feedback. Analysis and concentrating the feedback enables the organization to achieve the expected quality of the brands they produced to be able to satisfy the customers (BPP, 2010). Conclusion Marketing is a special sector in every business which should be addressed in-case it needs to prosper. It is a step that brings the business close to the consumer of the products and services by establishing relationships that are benefit oriented (Mullins & Walker, 2010). It involves consideration of various strategies combined together to come up with a working program of the business. This results to integration of marketing communication through the use of various promotional tools to reach the customers. Various messages are feed into these promotion tools and sent to the customers to inform them about the products of the company. Therefore the organization formulates various message strategies and implements them to enable them reap desired benefits as per set objectives (Kerin & O'Regan, 2008). References BPP. (2010). Business essentials, supporting hnd/hnc foundation degress. marketing and promotion. London: Bpp Learning Media. Fletcher, W. (2010). Advertising: A very short Introduction. London: Oxford University Press. Kerin, R. A., & O'Regan, R. (2008). Marketing mix decisions: new perspectives and practices. (R. A. Kerin, & R. O'Regan, Eds.) New York: AMerican Marketing Association. Kotler, P., & Armstrong, G. (2010). Principles of Marketing. New York: Pearson. Kurtz, D. L. (2008). Contemporary Marketing Insights. New York: Cengage Learning. Lamb, C. W., Hair, J. F., & McDaniel, C. (2011). Essentials of Marketing. New York: Cengage learning. Mullins, J. W., & Walker, O. C. (2010). Marketing Management: Astrategic Decisin Making Approach (7th ed.). London: McGraw Hill/Irwin Publishers Inc. Pride, W. M., & Ferrel, O. C. (2010). Foundations of Marketing. New York: CengageBrain. Read More