DOWNLOAD
Marketing is said to be a total system of business activities that is designed to plan, promote,
price and distribute customers want by satisfying product or services to the target market for
achieving companys objectives. It is also defined as social and managerial process by various
persons to achieve satisfaction for needs and wants of the consumers. Further, this is done
through first creating and then exchanging value with others. Marketing management can be
viewed as production concept (consumers goes for products or services that are widely available
at low cost, resulting company to focus on efficient production process and strong distribution
channels), product concept (here, customers go for product that offers quality, innovative
features and accepted performance), selling concept (this approach focused of aggressive selling
and promotions), marketing concept (here, organization is on satisfying customers needs and
wants and in turn their organizational objectives), and department (it is viewed as one of the
management department for creating and managing customers to benefit them) (Kotler, 1998).
Marketing concepts are thus defined as customer-oriented approach that is implemented &
integrated throughout company to serve customers better than competitors, achieving
competitive advantage, achieving specific goals. Currently, the focus of marketing management
has shifted from company to customers, transactions to building relationships, manufacturing
process to creation of values for company and the customers, etc. Traditional marketing has
changed to teamwork, multi-functional teams, aligning company and its external environment,
knowledge, skills and expertise, customer-centered activity, etc.
Company profile:
Company G is a well-established firm that is highly regarded in the electronics market. Its
mission statement states that We enable consumers to improve the quality and convenience of
their lives by providing high-quality, innovative electronic solutions.
Company G has a low debt-to-equity ratio and a high credit rating. It enjoys excellent
relationships with current suppliers, but because of differences in material requirements,
new raw material suppliers will be needed to support the small appliance line. Company G
will also need new suppliers for two component parts that will be purchased ready for
assembly into some of the small appliances.
The credit terms Company G offers to intermediaries in their distribution channel are typical for
their industry. Marketing research has shown that the companys XG brand and logo are readily
recognized by most categories of electronics product consumers. Company Gs engineers and
designers have developed a line of small appliances that the company feels can be very
successful in the small-appliance market. The company feels that the current marketing plan for
its products does not put them in a position to reach the profit potential for the small appliances.
Marketing is said to be a total system of business activities that is designed to plan, promote,
price and distribute customers want by satisfying product or services to the target market for
achieving companys objectives. It is also defined as social and managerial process by various
persons to achieve satisfaction for needs and wants of the consumers. Further, this is done
through first creating and then exchanging value with others. Marketing management can be
viewed as production concept (consumers goes for products or services that are widely available
at low cost, resulting company to focus on efficient production process and strong distribution
channels), product concept (here, customers go for product that offers quality, innovative
features and accepted performance), selling concept (this approach focused of aggressive selling
and promotions), marketing concept (here, organization is on satisfying customers needs and
wants and in turn their organizational objectives), and department (it is viewed as one of the
management department for creating and managing customers to benefit them) (Kotler, 1998).
Marketing concepts are thus defined as customer-oriented approach that is implemented &
integrated throughout company to serve customers better than competitors, achieving
competitive advantage, achieving specific goals. Currently, the focus of marketing management
has shifted from company to customers, transactions to building relationships, manufacturing
process to creation of values for company and the customers, etc. Traditional marketing has
changed to teamwork, multi-functional teams, aligning company and its external environment,
knowledge, skills and expertise, customer-centered activity, etc.
Company profile:
Company G is a well-established firm that is highly regarded in the electronics market. Its
mission statement states that We enable consumers to improve the quality and convenience of
their lives by providing high-quality, innovative electronic solutions.
Company G has a low debt-to-equity ratio and a high credit rating. It enjoys excellent
relationships with current suppliers, but because of differences in material requirements,
new raw material suppliers will be needed to support the small appliance line. Company G
will also need new suppliers for two component parts that will be purchased ready for
assembly into some of the small appliances.
The credit terms Company G offers to intermediaries in their distribution channel are typical for
their industry. Marketing research has shown that the companys XG brand and logo are readily
recognized by most categories of electronics product consumers. Company Gs engineers and
designers have developed a line of small appliances that the company feels can be very
successful in the small-appliance market. The company feels that the current marketing plan for
its products does not put them in a position to reach the profit potential for the small appliances.
Комментариев нет:
Отправить комментарий