For an effective boost of sales, an organization has to inform the consumers of their products, improvement made on the products that have added value to the products and how to use the product not forgetting to inform the consumers about the difference between their product and other similar products in the market. KnowThis.com (1998) illustrates that there are different professed rules or guidelines of action or conduct in the process of informing the consumers of a product or service through effective marketing principles.
For the survival of any organization whether profit oriented or non-profit, marketing is an essential function of operation for existence in the market and achievement of the organizational goals. Donald (1996) elaborates that it is through marketing that profit oriented organizations generate revenue and the non-profit organizations attract customers they need in order to support the not-for-profit’s missions via the donations among others. It is from this aspect that the public gets to know an organization and have a view for it depending on how they interact with the marketers.
An organization also has to plan a direction and scope on how to integrate its marketing goals through marketing strategy. To come up with a result oriented marketing strategy there are several factors that has to be taken into consideration. They include: market situation, the organization size, the industry in which the organization operates, the geographical location of the organization, the products they produce or the services they offer, the consumer buying behavior, and the target group among other marketing concepts (McGrath ‘et al’ 1999).
An organization has to gather information about markets or customers, their prod...
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Nonprofit and for-profit businesses have multiple similarities and differences. For-profit organizations are very different from non-profit organizations because the driving goal of a for-profit organization is increasing its revenue whereas a non-profit organization will not go out of business if it suffers financial loss or does not have a bottom-line. The marketing process also differs, with the biggest differentiating factor of profit marketing is to encourage customers to buy and while the nonprofit marketing purpose is usually to encourage people to give. This means that the return on investment differs between the two. Although the principles of marketing remain the same, some of the methods must, of necessity, be different. Because of the intense involvement in the community as well as support from government, agencies non-profit firms should not compete in the same markets as for profit companies nor in anyway position their organization in any way to give the impression that their efforts could be commercial based (Nelson, 2002).
- Purchasers responses to an organizations promoting technique has an incredible effect on the organizations achievement.
Once the target market has been identified it is important to develop a marketing strategy. In today's fast paced, information overloaded society; conveying a message about a product seems to be more difficult than ever. The consumer is bombarded with advertising everywhere they look. Today advertising not only exists on television, radio, magazines, and newspapers, it can be found on billboards, park benches, in our mailboxes, on buses, taxis, at sporting events, and on clothing.
Lack of awareness among top management: It was observed that leaders of various non-profit organizations and government agencies are unaware of social marketing and/or its potential in bringing about social change. This resulted in promising campaigns not getting a good social marketing program to spread its message or an ill-prepared and under-implemented social marketing campaign being used.
Over the last decade, product marketing and ways through which communication takes place between manufacturers and consumers has changed tremendously (Belch & Belch 2004). Due to the technological revolutions and the rise of innovations such as the mobile phones and the internet, control over information has shifted apparently from the manufacturer's hands to the hands of consumers (Belch & Belch 2004). The market environment has also changed due to globalization of marketing strategies, loss of confidence in media advertising, increased reliance on targeted communication methods, and media fragmentation and so on (Belch & Belch 2004).
It is noticeable how all these processes together help business marketers to determine what the customers consider valuable, create solutions, and build effective business relationships with customers. If organizations succeed in offering better value than competitors, communicating the product differentiation, providing everything as promised, and surpassing customers’ expectations, they will easily obtain positioning for
As a point of departure, my perception that marketing creates positive perception only was the primary aspect discredited by this study. Initially I believed that when marketing process on a product is done the clients would always perceive it positively. In this case, I imply that, when the product branding has been superiorly done, high level of target and universal advertising done, and proper channels of product positioning and distribution is done, then the end user should without any question perceive the product in question positively( BUTJE, 2005). My perception has changed particularly after learning on the challenges that are attributed to the marketing process. When considering the aspect of non-disclosure of full product information during advertising and marketing process, is a primary cause of negative perception of the product by the consumers. One of the fundamental aspects a consumer considers before making a preference of a product over another is the complete information of the product (Product marketing, 2007). T...
It discusses broadening the concept of marketing and new approach to marketing, which emphasises on social and relationship marketing. Then, the government/public sector has been introduced and it proceeds with whether traditional marketing principles can be applied to the marketing of organisations in this sector. It concentrates on issues of relevance-how marketing mix fits to it, what are the benefits and constraints. 1.1 The Marketing Concept and the Marketing Mix: Before proceeding further, it is essential to define what marketing is: Kotler (1991) defines marketing as “a social and managerial process by which individuals and groups obtain what they want and need through creating, offering, and exchanging products of value with others.
While creating integrated marketing communication objectives, the consumer behaviours, budget and company goals must be t...
In this world, creating a new product, as good as it may be, is not enough. The success of any product, in this day and age, depends grandly on the way it is presented to the market. Marketing is responsible in assuring a successful launch of a product, new or reinvented, and to assure its sustainability in this competitive world. For those reasons, billions of dollars are spent each year on tools and strategies to improve marketing research and predict the success of a product: many marketing firms form focus groups, do trials and conduct many tests just to end up with a fairly high percentage of failures.
A key part of an organizational strategy is to identify market opportunities by finding a niche or a gap in the marketplace that they can pursue to take their company ahead of all their competitors. An organiz...
According to Shimp (2007), there are five important factors which determine the purpose of advertisement in terms of marketers’ communication with consumers. He listed these five factors as follows: “(1) informing, (2) influencing, (3) reminding and increasing salience, (4) adding value, and (5) assisting other company efforts.” (p.246). To clarify that, the first most important aspect is informing people which means company needs to enhance the awareness of the consumer about their products by mentioning its advantages and features. Advertising also affect the products in two ways. Firstly, by basic demand, which build consumer desires for old products of the company and secondly, refers to a new brand of the company. In addition, effective advertising can retain consumer’s mind fresh about the image of a brand which develops the trace of the memory where consumers have to choose between two or more products. Moreover, it may change the product quality, create new, well-designed and elegant product and change consumers view towards the product. Lastly, by effective advertising program, company may save money and time as s...
A brand identifies a seller’s product from a competitor’s product. There are three main purposes for branding product identification, which is the most important purpose, repeat sales, and new-product sales. Branding has a lot of terms that marketers use there is brand equity, global brand, and brand loyalty. Marketers also have different brand strategies that they use for different products or customers. It all depends on the consumer for them to decide which strategy they will use. The different strategies are generic products, manufacturer’s brands, private brands, individual brands, family brands, and co-branding. The branding purposes and the branding strategy make up the importance of branding.
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
An organisation strategies that combine all of its marketing goals into one comprehensive plan. A good marketing strategy should be drawn from market research and focus on the right product mix in order to achieve the maximum profit potential and the business. marketing strategy is one way to achieve the goal of a company. The destination marketing is the first and best in class in meeting the needs and aspirations of consumers. Besides that, being a key partner for our customers, consumers and communities. Eliminating non-value added activities of the process. However, the aims to increase the target profitable growth and provides benefits above average employees and shareholders. There is an example of marketing strategies that used in Rejoice company. The 4P’s are influence the marketing strategies.