How Marketing Is Both An Art And A Science

DIBB, S. SIMKIN L, L. PRIDE, W.M. and FERELL, O.C. Marketing: Concepts and Strategies. Fourth European ed. Boston: Houghton Mifflin, 2001

This case study is being submitted on 02/20/2013, for Heather Teague MAR2011- Principles Of Marketing

The Australian market is extremely competitive and the company has positioned itself as a luxury products company. The organization 's current market position is that of a market leader. It follows mass marketing strategies. In case of marketing a new product the first consideration to be made by the marketer is that the target market includes the mass market or the targeted segment. Employing several developmental distribution tools including new distributors, online distribution, direct distribution and franchise distribution can be beneficial to the firm and its product as it is well aligned to the product and the firm 's requirement as well as objective. In this way the firm is able to create a brand that is popular and well known to its target

The following report is prepared as part of the assignment 2 required for the module Strategic Marketing of the BSc Degree in Business Management from the University of Wales.

Fairfax media, originally John Fairfax and Sons, was founded by John Fairfax in 1941 and for over 170 years has grown to become one of Australia’s largest media companies. The company’s operations include the distribution of newspapers, magazines, radio as well as operating digital media throughout Australia and New Zealand. Some notable figures from Fairfax Media’s current Board of Directors include company chairman Roger Corbett, Chief Executive Officer and Managing Director Greg Hywood and Chief Financial Officer, David Housego. This report provides a situational analysis regarding the current stage the business’s lifecycle and the internal and external influences on the business. This is followed by an

Marketing is a business process that is central to the business performance as it addresses the largest aspect of the company’s competitive advantage in the market place. Business needs to anticipate consumer behaviour through market research and meetings the needs and wants of the consumer. The success of marketing depends on the 7P’s of marketing: Product, Price, Place, People, Process and Physical evidence.

These activities could be done differently, in that they could use traditional fast-food prep methods or even make the food behind walls in the kitchen. However, this would change the customer experience and somewhat diminish their brand. Customers wouldn't have the sense of comfort seeing the food being prepared openly, and maybe question their quality as being comparable to that of fast food (Taco Bell). They could also change their ordering process, where customers would order and pay in one step rather then move down a line. However, in this system customers would be less involved in the process, and may feel like they are waiting around for their food. I wouldn't recommend making any of these changes to Chipotle's main activities. Being able to see everything going on and the quick and efficient order fulfilling process is what makes Chipotle strategy the gold standard for fast food chains.

This is an individual assignment as a single report in two parts. Candidates are encouraged

report focuses on what Fairfax is doing and what other media companies are doing that Fairfax can do. It starts by looking at the internal strengths and weaknesses of the business, by which Fairfax has strengths in the quality of its journalism and its potential reach over different platforms. It weaknesses are predominantly the failure to keep the printed publication more relevant and not monetising its content efficiently in order to increase profits.

Marketing is a management function which involves creating, communicating and delivering value for an organisation’s customers (Kotler, Brown, Burton, Deans & Armstrong (2010). Although many earlier academics define marketing as merely a process of satisfying customer needs in order to gain profits, more recent developments of the definition include its inherent connection with delivering superior value to customers in order to maintain ongoing relationships (Webster, 1992).

Before making any argument about this I would like to share my own view point

As the visual arts intern at Blue medium—one of the leading art PR firms in NYC—my experience has taught me aspects I could have never learned at a typical PR agency or traditional art institutions. By helping with several ongoing projects of big clients, such as IFPDA Print Fair, The Museum of the Moving Image and Albertz Benda gallery, I learned how an art PR firm operates and how to conduct a comprehensive marketing strategy for arts institutions. To summarize my learning points, here are three lessons I learned that were essential in understanding the future of Blue Medium and art PR Industry.

The birth of ‘Marketing’ happened centuries ago where vendors in ancient times tried to seduce the oncoming customer by chanting in loud noises and catering to the customer needs by negotiation of price or assumption of what they might need aside from what they were actually looking for. Over the years, this process has been refined, given a

Westwood, J., 2002, The Marketing Plan: A step-by-step Guide. 3rd ed., London, Kogan Page Limited, p

Markexcite is a consulting-oriented company located in London. The company is a sole proprietorship with Shahan Habib as the founder and sole employee. Markexcite plans to fill the gap in the market for a customer-focused and professional advertising and marketing company.The company emphasizes on marketing support and advertising services on such a level which differentiate it from its competitors. Our services are positioned very conscientiously so that they can be of extremely high quality, relevant, timely and accurate. They are tailored to the clients ' needs so as to enable them to make the right decisions, in turn leading towards growth of their companies, benefiting the overall economy. We understand and realise that, for us to flourish, our services need to be responsive and flexible according to clients needs. Our main business objective is to achieve success by providing dynamic solutions and by having customer-centric approach. What We Sell Markexcite works with small and medium sized companies to develop their business further. We offer expertise in business strategy development, branding , tactics and implementation, global marketing . Our services also include market representation, sales representation and project-based consulting. We also support our clients in project-based market research and marketing for the company whether it is to be on-line, offline, over the social media, in trade show booths. The scope of our services range from providing help in