Marketing principles for organizations

1. Marketing PhilosophyThe consumeion of trade is nearly as old as humanity itself. Whenever there is a consumer demanding a intersection point or service and a supplier willing to supply much(prenominal) near, merchandiseing is adopted. The marketing philosophy essentially entails the strategical organizational decl ar oneself of find expects and wants of selected markets and providing goods and go that satisfy such wants in a more efficient and effective way than competitors. In the last cristal several organizations started following such principle in order to fall apart in the market.For instance, McDonalds Corporation applies a strong marketing predilection. They ar constantly keen on what the customer wants and change their products and services accordingly. For example, McDonalds adopted the philosophy of QSC & V to attract and retain thickenings. It stands for quality, service, cleanliness and value. They guarantee that clients place a spotless clean restau rant and argon served by couthie personnel. Indeed employees are carefully thought the art of servicing clients in all regions across the world.Recently the aforementioned marketing concept has evolved to consider overly the need of confederation. The societal marketing philosophy, as it is commonly cognize, comprises that apart from determining the needs and wants of clientele in target markets and delivering goods and services that emend than competitors, these goods and services are also provided in a way that sustain the societys well-being.This is a challenging principle as one mountain note. However, some meticulous organizations are already following it. For example, when the tampered cyanide-laced capsules of Tylenol were marketed by Johnson & Johnson and ended up killing a snatch of persons, the company at a time collected back all the defective goods, even though the deal supposed that the pills had been altered only in a few retail shops. Although the collection expenses amounted to $240 million, the company managed to keep customers confidence and loyalty on the products offered, track such good to remain a leading pain succour in its market.1.1 Need for market interrogationAs one crapper note, to successfully adopt an effective marketing orientation, it is serious that managers are fully aware of the customers needs and wants. To get on compound the bare, todays markets are extremely self-propelling and susceptible to change. For example, car manufacturers are extremely keen on customer tastes in order to produce vehicles in line with such wants. and then management is required to be constantly on the alert of what the client is demanding. The effectiveness of marketing intelligence systems to obtain such development is weak. The need thus arose of obtaining information directly from the market through marketing research.The marketing research process consists of the following four steps Defining the worry and research objectiv es market management and researchers define thoroughly the problem at hand and the research objectives that potbelly aid in solving such issue. Developing the research course of study the information needed is determined at this stage. Researchers will then seek the secondary information already useable and how the primary data can be obtained. Primary market data can be achieved through a variety of marketing research mediums available, such as experimental research, observational research and more. Implementing the research plan once the methods of collecting information are set, the collection of such information commences in this stage together with the processing and analyzing of such information gathered. reading and Reporting the findings the last but not least step is the reading material of the date collected and presented jointly with valid conclusions.Marketing research is a actually expensive business operation, which sometimes may amount to millions of dollars. However, the information derived is genuinely valuable to the organization and can aid management in good decisions to be a market leader. A typical example that comes to instinct is the Kentucky Fried Chicken (KFC) venture in the Japanese market.Such market seems weighed down by many American and European organizations. The non-tariff barriers, the iron grip of the keiretsu kigyi (banking groups), and the move Japanese workforce make it very complex for an outside blind drunk to infiltrate their market. KFC, yet, was capable to enter this market and is actually performing better than the United States Market. As a matter of fact, in the 90s the 1,470 Asian outlets sales averaged 60% more than the United States average.Through vigilant marketing research the KFC management, savvy that in large Asian cities there is an increasing absorption of upstart middle-class workforce with growing income who are eager to pay further for American-style restaurants. This exposed the via bility of the project to KFC managers. Market research also brought to KFC attention that the cast of Asian women in the labour force is increasing considerably, who has a small amount of time for food preparation at home and hence the need for fast-food restaurants in Asia is increasing. With this information KFC management instantaneously recognised the strategic window of opportunity that is available and took appropriate action to operate fruitfully in that market.1.2 Marketing Mix ElementsThe marketing mix concept originated from Neil. H. Borden who suggests the employment of the four main controllable variables of management to reach the marketing orientation approach. The marketing mix elements are the following Product there are three levels of products, which the organization should classify their products in, because customer attitude and response would be different under each category. These are augmented, actual and core products. In marketing, the product quality and features are not the only elements that form a good product. Todays fierce competition demands that managers also strain on the product design apart from the ones previously mentioned. Nike, for example, employs 60 designers and issue 500 different footwear designs each year. Attention should also be directed towards branding, product packaging and labeling. These are important features to attain market leadership.Every product or service marketed passes through a life, commonly known as product life cycle. These are product development stage, introduction, growth, adulthood and decline. The other marketing mix elements described below should be in line with the stage the product is in to gibe a worthy market orientation. Price the price decision is also an important one. focal point can choose from three main categories, being cost base pricing methods, market pricing methods and competition based pricing methods. The choice of the optimal price depends on internal and external variables. Internal factors bear upon pricing decisions are marketing objectives, marketing-mix strategies, costs and organizational considerations. The external factors are market features and demand, competitors costs, prices and offers and other external factors like economic conditions. Distribution the scattering channels utilized should be effective in order to ensure that the product is delivered more effectively than competitors. There are different number of distribution channels used, like direct-marketing channel in which no mediator levels are adopted, vertical marketing system and horizontal marketing system. at a lower place the latter two intermediaries are used. Promotion the promotion mix is a very expensive but effective marketing mix element. It can for instance sustain a product brand. Promotion is also important to inform clients about the product or services offered especially at the introductory stage of a product/service. The mass-promotion too ls available are advertising, sales promotion and public relations. These should be designed and implemented carefully to maximise their effectiveness. Likewise it is important that personal selling maintain the messages adopted in the promotion mix through the sales force behavior with clients.1.3 final examination Thought Benefits of MarketingEven though marketing seems elaborate it is very fruitful for a firm. By understanding the customer we can reach the clients and sell our goods. invitee retention and market leadership can also be come through with the aid of marketing. Failure to apply marketing to understand the client can be detrimental. . For instance, Disney made the fatal mistake of not separating European customers with American ones in the Euro Disney project.They originally designed a parking lot similar to the American one, incorrectly neglecting the cultural differences that exist. For example, they adopted a policy of serving no alcohol in the park. This was extremely unpleasant to such culture because in France wine is habitual for lunch and dinner. Thus the organization suffered $921 million losses in the first financial year, and had to rapidly change some aspects of the park in order to survive in the European market.ReferencesHartley R. (2000). Management Mistakes & Successes. one-sixth Edition. New York John Wiley & Sons Inc.Hume S (1990). Advertising Age. McDonalds Fred Turner qualification all the right moves.Kotler P. Armstrong G. Saunders J. Wong V. (1999). Principles of Marketing. Second Edition. London Prentice Hall.