Marketing Discussion

15807 Words May 29th, 2013 64 Pages
CHAPTER 1 :- DEFINING MARKETING FOR THE 21st CENTURY

MARKETING DEBATE—Does Marketing Create or Satisfy Needs? Marketing has often been defined in terms of satisfying customers’ needs and wants. Critics, however, maintain that marketing does much more than that and creates needs and wants that did not exist before. According to these critics, marketers encourage consumers to spend more money than they should on goods and services they really do not need. Take a position: Marketing shapes consumer needs and wants versus marketing merely reflects the needs and wants of consumers. MY OPINION:Pro: With the vast amount of information available to marketers today and the emphasis on relational marketing, marketers are in more of a position to
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14. From focusing on shareholders to focusing on stakeholders. 15. Decreased availability of firms. 16. From using many suppliers to working with fewer suppliers in a “partnership.”

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MARKETING SPOTLIGHT—Coca-Cola 1. What have been the key success factors for Coca-Cola? Its pursuit of always looking for new ways to portray the brand, to keep the brand “fresh” in the minds of current consumers without betraying the “core values.” 2. Where is Coca-Cola vulnerable? A change in consumer tastes for soft drinks is vulnerability for Coca-Cola. Additionally, as the brand expands into third-world countries, lifestyles and customs provide challenges. 3. What should they watch out for? Any demographic, or lifestyle changes that would have long-term consequences would be a threat for the brand. Young consumers must embrace the brand to ensure that they continue to drink Coca-Cola as they age. If Coca-Cola misses a generation, sales will suffer for a long time. 4. What recommendation would you make to their senior marketing executives going forward? Continue to embrace the core values of the brand and expand soft drink sales opportunities, not from the Coca-Cola brand, but from flanker brands or acquisitions. Preserve the Coke franchise and defend it steadfastly. 5. What should they be sure to do with their marketing? Evolve, adapt to changes in the consumer market by constantly monitoring consumer buying habits, purchase intents, and their shifts in

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