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Recommended: defining marketing
Generally marketing is defined by ‘Marketing is a business term referring to the promotion of products, advertising, pricing, distribution channels, and branding. The term developed from the original meaning which referred literally to going to market, as in shopping, or going to a market to sell goods or services.’ This is a definition everyone can easily found on Wikipedia, but is it sufficient?
According to Kotler ‘Marketing is more than any other business function, deals with customers. Creating customer value and satisfaction are at the very heart of modern marketing thinking and practice.’
This essay will provide an analysis of the marketing news story which appeared in 2008, about Cheestrings, a Kerry Foods’ cheese snack for children which has a revamped look appropriately designed for target market. What is this marketing news story about? What are the company’s marketing strategies? What is their positioning and wider implication in the market? And what relation can we make with Kotler’s edition?
Because they always want the best for their children, ‘Cheestrings aims at parents.’
And nowadays, every child in this consumption society wants his daily snack, but, it has to be not too strong taste (if it is a cheese), not too acid or sweet yoghurt …
So, it is hard to make children consumers of milk. However dairy products are essentials for a good natural growth. Therefore parents are looking for some nutritional food which is healthy for them. This is an opportunity for Kerry Foods business. The solution: combine nutrition and imagination.
This is the reason why, by renewing the packaging of his product, ‘Kerry Foods attempts to make the product seem less artificial’ with a ‘softer purple logo’ and a ‘different character illustration’ on each individual wrapper, creating the idea as ‘each Cheestring containing a glass of milk.’
Moreover, Cheestrings has a various range of tastes: ‘Original Cheddar, Twister, White Cheddar and Light variants.’
‘Today, marketing must be understood not in the old sense of making a sale – ‘telling and selling’ – but in the new sense of satisfying customers’ needs.’ (Kotler)
‘A marketing strategy should be centred on the key concept that customer satisfaction is the main goal.’(Wikipedia definition)
A new packaging design is a good marketing strategy: ‘fun facts’ draw children attention while non artificial but healthy looking catch parents favors. It is not only a barrier protection which keeps the content clean, fresh and safe for the shelf life of perishable items; although ‘permeation is a critical factor in design.
We have to know the methods that the marketers use to attract us, and also the factors that make us very confident when buying a specific food product .The article by kim severson “Be It Ever So Homespun, There’s Nothing Like Spin,” Discusses the food packaging issues which I believe are strong ways in misleading people. At the begging of this article, Severson writes about her experience with food and our confusing attraction to the products by their packaging. The part when Severson writes “Something made me uneasy when I dropped a box of organic koala crisp cereal in my shopping cart.” When we think about it, why was it
A characteristic of the marketing concept is customer orientation. Business activities are mostly engaged to produce a satisfied customer. They are there to Stress on the desires and wishes of a customer this keeps businesses on track with their target market. The best marketing decisions are completed on the foundation of making a massive impact in the market and towards customers. The consumers/people
Churchill, Jr., Gilbert A., and J. Paul Peter. Marketing: Creating Value for Customers. Burr Ridge: Austen Press, 1995.
Marketing is the process of searching for options for accumulating profits by identifying the demands of the people and satisfying their needs with appropriate products. In today’s globalized business world, marketing can play a vital role in establishing trade blocks all over the globe with competitive and cutting edge market, research, policies, strategies and activities.
Michael R Solomon; Bradley Barnes. (2009) Marketing: real people, real decisions (1st Edition). Harlow : Pearson Education Limited pp.492-494
Like many other day to day products, Vegemite has successfully become a daily requirement for the families with Australian origin. The taste of the product with bitterness and salt resulted in strong affection to the product due to the continuous usage over long periods. However, a product with strong taste, longer life and also limited usage as breakfast and lunches resulted in the creation of constraints for the product. Apart from them, the dependency over bread and also toasted way of eating restricts the product to develop more consumption patterns.
With respect to the general rationality and general nature of marketing, there is significant scriptural substantiate or the practice of marketing. This support is particularly clear to consumer service orientation. So, the basic hidden presupposition of the marketing concept is that the way to achievement lies in the fulfillment of purchaser needs and wants. As opposed to the production and promotion orientations, the modern marketing does not approach what can the consumer do for us, but rather what would we be able to accomplish for the
...aintaining customers is a heavy duty that cuts across all integrated functions related to advertising and customer satisfaction. A business should be willing to face the harsh environment of the global economy, competition, technological trends and rivalry in order to survive the tactics and dynamics of the current business environment. Structures to satisfy and retain customers are also essential as it dictates the level of revenue of the company and the capacity of it to own and retain customers nationally and internationally.
The major objective of any company is to make profits. Marketing is responsible for identifying a company’s customers anticipating their needs and wants, satisfying theses needs while keeping the its major goal which maximizing profits
Kotler made an enormous amount of contributions to marketing. My objectives in this paper are outline the main contributions Kotler made to the marketing world. He spoke about the future of marketing and what it has in store for us. He also deals greatly with the difference between sales and marketing and how he believes they are “enemies”. In his opini...
Too often, a marketing function is misunderstood, because many people do not understand what is meant by ‘Marketing’.
“Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.” (AMA, 2007)
The marketing environment of today has changed dramatically and thus companies must effectively devise strategies for responding to, and dealing with this change, while ensuring maximum customer value and satisfaction (McFarlane & Britt, 2007). In order to achieve organizational goals therefore, an organization should be more effective than competitors in integrating marketing activities towards determining and satisfying the needs and wants of the target markets (Kotler & Armstrong, 2010). This assertion is consistent with McFarlane, (2013) view that businesses cannot survive without creating value for customers because that is why they exist; they are driven and shaped by customer needs and wants, and the degree to which they are able to meet these needs and wants through value creation. This perspective of focusing organizations’ activities on the customer can be summed up in the term ‘Marketing concept’ (Zeithaml, Bitner & Wilson, 2013).
Petty Ross D. Editor's Introduction: The What and Why of Marketing; American Business Journal, Vol. 36, 1999
As a result of the above they were giving less importance to customer satisfaction and customer relationship building. This form of strategy conformed to short term business motives. In a globalised and highly competitive world, modern marketing is about concentrating ...