Neukast.com

Marketing is about persuading potential customers to do business with you, by creating a brand image that reflects the kind of company you are and the kinds of products and services you sell. Marketing involves communicating all the benefits why customers should choose to do business with you instead of your competitors and delivering all that is promised in the way of performance and service. It is important that you do not set too high expectations because you may then end up with a larger work load than you can handle. - Turner (2006)

The societal marketing concept holds that the organisation’s task is to determine the needs, wants, and interests of target markets and to deliver the desired satisfactions more effectively and efficiently than competitors, in a way that preserves or enhances the consumer’s and the society’s well-being. - Kotler, Philip. (1994)

Marketing strategies are developed individually for different business types. For example, a voluntary sector organisation such as a charity would implement marketing by using shock tactics or “emotional blackmail” by showing horrific and realistic imagery to persuade us to donate to a desperate cause.

A contrast to the above marketing strategy would be carried out by a private sector organisation such as Tesco. One reason for this is because of their competition, if they fail to distinguish the benefits of visiting their supermarket compared to their competitors, then their customers will choose to shop elsewhere. Tesco often advertise their best products and special offers in a price comparison to show that they provide better products and services than their competition.

The DVLA, a public sector and non profit organisation, would alternatively use factual information to inform people when to update their details on their driving license or vehicle registration. Their marketing tactics are seen as a “necessity” rather than an option.

The marketing mix consists of the combination of the four P’s:

(Source: www.provenmodels.com)

Product, Place, Price and Promotion

Product Strategies

When an organisation introduces a new product into a market they must ask themselves a number of questions.

• 1. Who is the product aimed at?
  2. What benefit will they expect?
  3. How do they plan to position the product within the market?
  4. What makes people demand the product over their competitors?

Place strategies

Refers to how an organisation will distribute their product or service they’re offering to the end user. The organisation must distribute the product to the user at the right place at the right time. If organisations underestimate demand and customers cannot purchase products efficiently then profitability will be affected.

There are two types of distribution in an organisation, direct and indirect distribution.

Direct Distribution

Manufacturer > Consumer

Indirect Distribution

Manufacturer > Wholesaler > Retailer > Consumer

Pricing Strategies

Pricing is one of the most important elements of the marketing mix, as it is the only sector, which generates a turnover for the organisation. The remaining 3p’s are the variable cost for the organisation.

Promotion Strategies

A good product or service will be useless if no one can see it. Promotion is about communicating the product or service clearly to the target market.
An organisations promotional strategy can consist of:

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