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For an Organization of Your Choice, Critically Assess Whether the Marketing Mix Contributes to the Success of the Organization. for an Organization of Your Choice, Critically Assess Whether the Marketing Mix Contributes

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For an organization of your choice, critically assess whether the marketing mix contributes to the success of the organization.

Introduction:
The marketing mix model initially given by Borden (1964) is about the ways in which 12 marketing elements could be adopted to bring about a desired behaviour of trade at optimum costs. Consequently a simple framework of the marketing mix with the predominantly used elements of 4Ps was given by McCarthy (1964 cited in Constantinides, 2006). This model which dominated for 40 years has come into lot of criticism with the development of alternative marketing theories (Grönroos, 1994). One of the main concerns is that the marketers and actors in this model have been assumed to be homogeneous (Hedaa et …show more content…

This is further asserted by its brand values which are reliability, integrity and innovation and its brand positioning statement which is ‘Trusted to deliver excellence’ (Superbrands 2010).
Great customer service, by the experience of using the product and by contribution to the cycle of service, is a B2B firm’s principle branding opportunity (Ballantyne et al., 2007).When Rolls-Royce delivered the Trent 1000 engine for Boeing it went a step ahead in customer service by having the Derby Aero Repair and Overhaul (AR&O) facility in advance ensuring all systems, processes and training are in place to support the Trent 1000 through every stage of its flight test and operational life (Rolls, 2010b). This helped in learning the systems, refining the processes and providing training before any engine servicing actually started. Ballantyne et al. (2007) recognise that co-creating value by providing various services enhances the opportunities for co-branding. This is further supported by Norris (1993), by the concept of ingredient branding, through promotions. For example, Rolls Royce brand of Trent 1000 engines gained high brand recognition after powering four of Boeing’s Dreamliner aircrafts.
The resilient financial performance of the Rolls-Royce group even after the global recession gives evidence of the strength of the business and its ability to adjust quickly in a volatile

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