RutuDesai0062189Due:Feb 2, 2018 MGMT107FUNDAMENTALSOF MARKETINGASSIGNMENT1 1) Describe the concept of ‘Marketing’, anddiscuss the 5 different marketing management orientations. According to me, Marketingis a broad concept with different explanations. Marketing is such a philosophywhere the organization should examine the needs of the consumers and try tofulfill those needs rather than concentrating on the competition. Marketingmeans to decide the value of any product or any service and later to present ordiscuss it to the customers and also to create customer relationships.Now-a-days organizations are excepting the marketing concepts but consumerneeds are not fulfilled and competition is given more importance. Marketing management orientations Marketing orientation is a concept where theorganization emphasis upon the different methods for creating and producing theproducts for the consumers. The core focus is to satisfy the customers.
Thisbridges customer relations. There are 5 different marketing managementorientations. · 5different marketing management orientations: Production Concept Product Concept Selling Concept Marketing Concept Societal Concept PRODUCTIONCONCEPT It is one of theoldest concepts in marketing. Consumers always desire for or prefer thoseproducts which are low at price, affordable and are available. The organizationshould focus on those products which can be produced more effortlessly and onthose products whose creation and supply would be at low costs and the demandfor such products should be created. PRODUCT CONCEPT Consumers alwaysdesire for the products that satisfies them.
This concept comprises of wellmade products for the customers. This concept aims to give good qualityproducts rather than focusing on good quantity. The new products are shapedaccording to latest trends and customer tastes. SELLING CONCEPTS This is theconcept where organizations not only produce products but also focuses onselling of the produced goods. Attractive advertisements are made to attractthe customers and personal selling is carried out. MARKETING CONCEPT The marketingconcept is customer oriented concept where the customers are the center ofattraction. The organization focuses on the needs of the customers rather thancompetition and aligns all the functioning of the organization according to theneeds of the customers. And by doing such, the company can also the profitsachieved.
SOCIETAL CONCEPT This conceptfocuses on the well being of the society. It is such a concept where differentcustomers are delivered standards in different ways. Welfare of the society andprofits of the company are the main core things to be focused on. 2) Define the different relationship levels companiescan build with customers. Select a North American company, and describe therelationships you have with it as a customer.
Relationship with anyone is the mostimportant thing. In business, relationship with customers of the companies is themost important thing. Long term relation with the customers is the key tocontinuous business. The interaction of the companies with their customers isthe base of relationship. The interactions are in different forms withdistributors, retailers and direct sale executives.
So there are 5 different levels ofrelationship marketing.· Basic marketing· Reactive marketing· Accountable marketing· Proactive marketing· Partnership marketing BASIC MARKETING When the salesperson directly sells final goods the final customers, this is known as basicmarketing. This can also be known as direct sales. REACTIVE MARKETING A reactivemarketing plan is some form of active marketing action plan. This marketingtakes place just because of the unplanned competition. The sales companyensures the customers that they may call the company for any comments andinquiries regarding the products.
ACCOUNTABLE MARKETING The customers ofthe company will be more satisfied if they get the after sales service.Accountable marketing is one such marketing where the company after selling theproduct calls the customer for the feedback and they can help in solving theproblem if any. Thus the company takes the responsibility of the product and ifanything happens then itself is accountable for that. PROACTIVE MARKETING The company triesto improve their performance by working continuously with their largecustomers. The companies make changes regularly along with taking care of thecustomers.
Feedback is taken on regular basis to improve themselves to certainlevel. The company develops new products not as a response to competitors butas their new creations. PARTNERSHIP MARKETING An intelligentassociation of two or more companies with the intention of making mid-term orlong-term marketing programs arranged to meet each others decided businessgoals. Partnership marketing is carried out for brand awareness, productdistribution and program funding. High margin Medium margin Low margin Many customers / distributors Accountable Reactive Basic/Reactive Medium number of customers / distributors Proactive Accountable Reactive Few customers / distributors Partnership Proactive Accountable There are manyNorth American companies the products of which we use in our day to day life.Some companies are Apple, Wal-mart, Chevron and many more.WAL-MART is a multinational retailcorporation with departmental stores, grocery stores and hypermarkets. From allNorth American companies, Wal-Mart is one of my favorites.
The reason behindthis is huge variety, self billing system, more convenient as departs arethere, low prices and lot more. In my personal opinion, I have an accountablemarketing relation with this company as it does take responsibility for theirproducts. 3) Define strategic planning, and describe howyou can apply this concept if you work as Assistant Director of Planning andDevelopment for City of Fort St. John. Strategic planningis an important part in management process which helps in achieving decidedgoals. Strategy planning is a company’s process of defining its strategy anddecisions for collecting the resources to work towards the strategy. It is animportant part of strategic management. A strategy describes how the goals canbe achieved with available resources.
It focuses on the employees andstakeholders who are working hard to achieve the goals. It helps the company tounderstand the short-term and long-term goals.There are steps toapply the concept of strategic planning which should be followed if I work asan Assistant Director of Planning and Development for City of Fort St. John.
Steps of Strategic PlanningThere are 8 steps of strategic planning processto be followed.· GettingpreparedA team should beprepared for who will be involved in the planning process. Information should becollected and should be up to date and as perfect as possible which will helpin decision making. · Clarifyingmission and vision statementsThe missions andvision statements of Planning and Development department should be analyzed,clarified and should be reached to the general agreement.
And a future pictureshould be created how one wants the city after planning and development. · Identifyyour current and future market positionHere SWOT –strengths, weaknesses, opportunities and threats should be analyzed. Up-to dateinformation should be gathered regarding internal strengths and weaknesses andon external opportunities and threats so that one can develop an understandingin critical situations. · Agree onprioritiesAll prioritiesshould be set and agreed as well as strategies should be made for handlingserious conditions and what outcomes will be should also be sought. All teammembers should agree on the priorities set. · Put theplan togetherDuring this step,all the information and bits of plans should be brought together to make oneplan. After the plan is put together, it should facilitate to implement. · Distributetasks and assign actionsAfter the plan isset and is ready to be implemented, work should be assigned to individuals orteams.
Each team or each member who are the part of the plan should implementthe task assigned to them in a proper way. · Roll-outplanOnce the plan ismade and the work is assigned to all the team members, the whole department shouldbe made aware of the plan to keep them aligned so that the other members of thedepartment work in the same direction for the success. · Holdeveryone accountableThe results willnot be achieved if everyone in the department is not performing their part. Theperformance should be checked with time and should be informed about the sameto the department. People should be make accountable and it should be made surethat the plan activities are performed properly and corrections should also bemade. 5)Define Environmentalism.
Explain how would you apply this concept if you workas Marketing Manager of Shell Inc. in Canada? Environmentalism isan ideology regarding the health of environment. It is such an act carried outfor the residents of the country, companies and agencies of the government tosafeguard the people’s living environment. It is an effort to balance relationsbetween human beings and natural systems. It is about making profit whilesaving the planet. Environmentalismrefers to the forces marketing that affect the marketing management ability toflourish successful agreement with its target customers.If one would be amarketing manager of Shell Inc. in Canada, the marketing environment in thecompany will be divided into two groups:A) The company’s MICRO ENVIRONMENTB) The company’s MACRO ENVIRONMENT A) MICRO ENVIRONMENTThe factors in the immediateenvironment.
Actors in micro Environment •The CompanyThis refers to therelationship of marketing managers and other departments of the company.Mangers consider the plans suggested by the departments and make the final planaccording to the company policies. The other departments or groups include:· Top Management · Finance · R&D· Purchasing · Operations · Accounting•SuppliersA continuous chain ofsupply is really important in marketing management. To produce necessary goodsand services suppliers provide related resources.
Suppliers are considered aspartners in the company to get prospect values.•Marketing IntermediariesThe intermediaries promotethe goods of the company to the final buyers.There are 4 types ofintermediaries: 1) Resellers 2) Physical distribution Firms 3) Financialintermediaries 4) Marketing services agencies.This may includetransporters, financial agents and a lot others.
•CompetitorsCompetitors are the otherplayers in the same market. Company must gain advantage by positioning theproducts against the products of competitors. It is not just to satisfy thecustomers but also to serve them better with competition.•PublicsThese contain any of thegroups that have real passion in an organization’s ability to get to theobjectives decided by the organization itself. Banks, media, government, local,general public, internal publics are included. •CustomersThese are group of those peoplewho are interested in buying the products of the company. This can includeconsumer market, business market and institutional market.
B) MACROENVIRONMENT This refers to the outside factors of thecompany’s environment. •DemographicHuman population in onecountry or certain area of the country and its features are included indemographic environment. The population changes with certain time period. Size,density, age, sex, race, income and other factors are included in it. People areinvolved in this type of environment so this is the reason why it is important.
Educational characteristics and population diversity are also included.•EconomicDistribution of income, purchasingpowers and buying patterns are the main characters in economic environment. Internationalcountries have higher level of income while developing countries usually dependon the income gained by the agriculture outcome.Underdevelopedcountries may depend on other affluent economies.
•NaturalNatural environmentincludes those resources that are affected by the marketing activities. Itrefers to the availability of the resources. It includes increased pollution,shortage of raw materials, government interferences and high cost of energy. •TechnologicalTechnology is ruling thepresent generation. The changes in technology include scientific progress anddevelopment.
The advancement of technology has increases the production tocertain level. Smart phones, internet, robotics and many more has beenadvanced. Marketers need to understand the technologies of the current time. •PoliticalChange in policies of thegovernment, laws, government agencies etc is included in political environment.Emphasis on ethics, rules and socially responsible actions has grown. The demandfor marketing ethics has increased. •CulturalThis includes those forces whichaffects the values, perceptions and preferences of the society.
Core beliefsand values are important. Secondary beliefs and values are more open to change. 8)Describe the steps in marketing research process. How would you conduct basicresearch before commencing any new Office Supplies Business in Fort St.