From Marketing Mix to Relationship Marketing

The marketing mix is the general phrase used to describe the different kinds of choices organisations have to make in the whole process of bringing a product or service to the market...

Throughout this paper my thoughts on Culture and Society have significantly changed. At the begging of this paper I found it complicated to understand the concept of Culture and How I can relate to it. But I was blind to the issue which can develop within societies. Now I have an understanding of my culture as my way of beliefs, my values, and my views as a member of society (Ryan, 2010). I will discuss two main themes of “Expressing Identity” and “Human rights”. I will show my understanding and essential developing in Culture and Society.

From this course, I learned plenty of international marketing principles and knew that international environments are quite different from countries to countries. Each market you enter is different, and what works in one country or region will not work in another. As technology creates leaps in communication and transportation, the world continues to feel smaller and smaller. It is not that hard for companies and consumers to conduct business in almost any country around the world thanks to advances in international trade, and no doubt, the world is tending to be more international, diverse and muti-cultural in multiple ways. In most factors that influenced international marketing, culture has a great impact on it. A marketer always has to study about the local culture in-depth before offering a product to them, and I think that well- understanding of a country’s culture is really essential for international marketing.

Figure 2.4 Managing Marketing Strategies and the marketing mix. Page 49 (Reference Armstrong, G., Adam, S., Denize, S., Kotler,P., 2015. Principles of Marketing 6e.6th ed. Melbourne: Pearson Australia Group Pty Ltd

The marketing mix is a combination of 4 P’s (product, price, place and promotion) that should be used in conjunction with each other to ensure a competitive edge over other companies. ‘The marketing mix is designed to produce mutually satisfying exchanges with a target market’.

A buyer will have different factors that might influence them to buy. Like personal, psychological, social and cultural. For example, when I buy branded clothes because my motive is to be at the same level as others. Or when I buy a new technology items because of its functionality.

While this connection is true for cultural as well as non-cultural products, in cultural-products industries, the connection has special significance because of the "intensity of the recursive relations between the cultural attribute of place and the logic of the local production system” (Scott, 1997:325).

Culture: culture impacts consumers’ behaviour as culture is viewed differently across nations, consumers preferences differs due to values, beliefs and customs. Therefore Lidl’s would have to develop marketing communication strategies that appeals to different cultural background in order to gain acceptance in other countries. The marketing messages should connect with its target market in such a way it influences them to make purchase or to enquire about the product.

Introduction The purpose of this chapter is to review related literatures concerning relationship marketing and customer retention at FMCG companies with special reference to Uniliver Nigeria Plc. The literature review will assess marketing, relationship marketing, practices in relationship marketing, customer loyalty and the connection between relationship marketing and customer loyalty. Marketing The modern era we find ourselves have been modified by new development (globalization, growth and new technology) which brings about numerous effects which affects virtually all disciplines. According to Blois et al. (2000), marketing is not exempted as it has over the past two decades seen major modifications. Marketing has tended to be seen as

As an efficient organization, cultural enterprise is the significant component in the cultural economy .The cultural economy comprises all those sectors in modern capitalism that caters to consumer demands for amusement, ornamentation, self-affirmation, social display and so on. These sectors comprise various craft, fashion, media, and entertainment and service industries with outputs like jewelry, perfume, clothing, films, and recorded music or tourist services. Such outputs have high symbolic value relative to utilitarian purpose. (Bourdieu, 1971,Lash and Urry, 1994). In addition, Culture as embodied in the everyday artifacts that constitute the materiality of social life, but also as it is expressed in such domains of human activity as

Figure 3.1 Factors Which Influence the Marketing Mix Decisions Figure 3.2 Conceptual model developed on the basis of study and research 07 18 19

The 'marketing mix' is a set of controllable, tactical marketing tools that work together to achieve company's objectives. The marketing mix analysis is also called 4P analysis. This analysis contains a set of controllable strategic tools of marketing which work in simultaneously to attain the objectives of an organization. In this paper we will analysis two organizations with respect to their marketing mix. The companies that I have chosen for this task are Pepsi Co and Coca Cola.

Marketing Mix in Technology Industry Celina Kopp BSc (Hons) Business Management Contents TOC o "1-3" h z u HYPERLINK l "_Toc323986502"Executive Summary PAGEREF _Toc323986502 h 3 HYPERLINK l "_Toc323986503"Chapter 1 Introduction PAGEREF _Toc323986503 h 4 HYPERLINK l "_Toc323986504"1.1 Background PAGEREF _Toc323986504 h 4 HYPERLINK l "_Toc323986505"1.2 Objectives PAGEREF _Toc323986505 h 4 HYPERLINK l "_Toc323986506"1.3 Aim PAGEREF _Toc323986506 h 5 HYPERLINK l "_Toc323986507"1.4 Personal Statement PAGEREF _ Toc323986507 h

Insurance company may not make a profit or service for one or more years into the lifetime of the contract.

Marketing mix is the set of controllable tactical marketing tools–product, price, place, and promotion–that the firm blends to produce the response it wants in the target market