“Knowledge of the Process That Organisational Buyers Follow in Making Purchasing Decisions Is Fundamental to Responsive Business Marketing Strategy.”

One of the major tasks for the marketing department of a company is to build the brand with their customers. The brand name is sometimes everything to the success of a company. For example, the brand Titleist has distinguished themselves as the number one ball in golf. The slogan has been backed up by the amount of professionals and tournaments won by players mostly use Titleist brand golf balls. The reason that the marketing department will participate in supply chain decisions is to ensure the brand they are selling is the actual products that they claim to be. It would not make any sense for the marketing department to spend millions of dollars claiming the success of their products and in reality the supply chain has been cutting corners and producing products that are not what they claim to be. This will lose the brand loyalty that the marketing department has been striving to earn from their customers. In the reading it states that, “Marketers often spend gobs of money on optimizing marketing processes, building brands, and designing programs to increase customer loyalty. However, it is quite absurd to spend millions of dollars on marketing and have it all wasted as customers or animals get sick–or worse–from the products on our shelves” (Barsch, 2008). The marketing department must have knowledge of the quality of their products in order to accurately advertise their products and

Various organizations operate in an increasingly complicated industry - more than a few different products, ample of business process and clients ranging from retailers to small business, service providers, exporters, and independent shops. The organization has identified increasingly the evolving trend in consumers and responds

Macro-environmental forces that form PEEST consist of political/legal, economic, ecological/physical, social/cultural and technological. One political force that may impact Aldi is the upcoming UK election, this is because the pound is weaker, post Brexit, compared to other currencies such as the US dollar and the euro (Telegraph, 2017). This means that the UK is a less attractive place to keep money; therefore, retailers are cutting investments for international buyers due to the higher importation tax. The impact this would have on Aldi is mainly negative as it means that it would cost more to expand within the UK due to the value of the pound.

Markets consist of buyers that differ in their needs, wants, resources, locations, buying attitudes and buying practices. To reach customer insight, it is important to understand the needs of different segments and to communicate pertinently to them (Brown L, Brown C, Gallagher SM, 2008).

1. Economic Environment – An organisation needs to consider what money is available to spend and this will depend on the current climate at the

Internal factors are establishing prices and marketers ought to take into consideration the importance and significance of a number of factors which is the outcome of the organizations choices, results, and actions. These factors are manageable by the organization and they may be modified, if need be. In spite of this, making a swift transformation is not always the answer or the quick fix. For example, product pricing is determined or influenced by the productivity of an industrial facility. The salesperson realizes that rising productivity can decrease of expense of manufacturing every product and therefore lets the salesperson to possibly reduce the price. External factors are not managed by the organization but then again it will influence the choices of pricing. Being able to better comprehend these factors would entail the marketer conduct research to observe and evaluate everything that is going on in all of the markets that the organization works for because of the influences of these factors can differ within the market (Factors Affecting Pricing Decision, 2016). External forces that can impact the organization are unmanageable because the organization does not manage them however, the organization can still take action and adjust to their occurrences and effects with the organizations manageable blend of components from the organizations internal setting. The unmanageable influences in the external setting are rivalry, governmental policies and plan, natural influences, social and cultural influences, demographic determinants, and changes within technology (Bright,

Management has experienced remarkable shifts in the way that organizations conduct business particularly in the last century, due to the evolving workplace as well as tremendous changes in the roles of leaders in organizations. Early managers often relied on authoritative tactics to get the job done, which we have learned from history does not work very well for many modern organizations. In this paper, I will be analyzing the management approach my organization takes and whether this is the best approach to meet organizational goals and whether or not my organization may benefit from adopting a different approach or combining multiple approaches.

The focus of this study is the review of the work of Eriksson and Soderberg (2010) which examines the importance of the existing relationships between the buyer and the seller in marketing research. Reported by Eriksson and Soderberg (2010) is that the "Relationships between buyers and sellers have been found important to understand markets from both the perspective of economics and relationship marketing (RM)." (Eriksson and Soderberg, 2010, p. 15)

Objective of this study is to provide a critical review of a research paper titled "Implementing Changes in Marketing Strategy: The Role of Perceived Outcome and Process-Oriented Supervisory Actions". (Sarin, et al, 2012).The authors investigate the influence of supervisors in implementing changes in the marketing strategy. The focus of the paper reveals the strategy sales supervisors use in influencing salespeople in implementing strategy-marketing changes within organizations. The authors further argue that firms periodically need to change their marketing strategies to achieve technological development and generate opportunities. Typically, development in technologies necessitates firms to formulate changes in the marketing strategies to capture opportunities from the new technologies. To capture opportunities from the technological changes, firm often use their frontline employees such as supervisors to influence their salespeople to get customers to transact business using internet platform rather than offline method to purchase goods.

To understand the consumers in the target market, marketing managers rely on the 7 O’s framework of consumer research.

The economic and social factors play a crucial role in determining monetary climate that the business operates in and the nature of consumption habits that prevail within that particular area concerning lifestyles. These social aspects help a business organization to evaluate potential changes brought about by their products in the market. Evans and Richardson (2007), insist that an enterprise must factor in technological solutions that it can introduce within the market it seeks to establish itself and research initiatives it can introduce to help improve its operations. The environmental factors should be assessed to establish potential impacts of the activities carried out by the organization in the environment. It is important for any enterprise to be familiar to all

According to Blythe (2010), segmentation, targeting and positioning are fundamental to the concept of meeting customer need. This essay will outline and analyse these fundamental tools of marketing in an academic setting, in addition to, assessing how an organisation of my choice applies them in a working environment. Included in this essay, will be an academic discussion of the advantages of market segmentation, targeting and positioning drawing upon views of various scholars. Furthermore, I will provide a profile of my chosen organisation as well as an assessment of their market segmentation, targeting and positioning strategies. The essay will finish with a summary of the main points and will draw conclusions based on the evidence which has been presented.

An organization is an open system; therefore it interacts with its environment. To manage the relationship with the environment, a large part of strategic planning is concerned. The environmental factors can be divided to 2 main categories, which is MACRO and MICRO .Macro environmental factors seriously affect an organization business practice, profitability and future progress. It can

“The marketing concept holds that the key to achieving organisational goals consists in determining the desired satisfactions more effectively and efficiently than competitors, in a way that preserves or enhances the customers’ and the society’s well-being.” Kotler (1991:16 & 26) this identifies that it is important for businesses to determine customer satisfactions more efficiently and effectively to gain a competitive advantage and help reach organisational goals.

Broadly speaking organisational customers can be classified in commercial, institutional and governmental sector. (Oxford University Page)