Marketing Principles/ Coca Cola

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TABLE OF CONTENTS
Page

INTRODUCTION….............................................................................................................Page 3

Assessment Criteria 1.1.............................................................................................. Page 3-4

Various Elements-

Assessment Criteria: 1.2.............................................................................................Page 4/5

Benefits and Costs-

Assessment Criteria: 2.1............................................................................................Page 5/6

Macro and Micro Environmental Factors-

Assessment Criteria:
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Promotion
This is used by companies to communicate the benefits of their products to their target markets. Promotional tools include advertising, personal selling, public relations, sales promotion, sponsorship, and, increasingly, direct marketing methods.

Place
These decisions involve determining how easy a company wishes to make it for customers to gain access to its goods and services. This involves deciding which intermediaries to use in the process of transferring the product from the manufacturer to the final consumer (usually referred to as designing a channel of distribution) and deciding how physically to move and handle the product as it moves from manufacturer to final consumer

Assessment Criteria: 1.2: benefits of marketing orientation

A market orientation means that Coca Cola is more closely aligned in their thinking with the consumer/customer. Having a better understanding of what your customers wants are now is fine, but by developing a market orientation, where you can understand the needs and requirements of consumers, this helps in anticipating and developing new products or services which help to sustain favour with the customer as you are able to provide them with the things they want or need better than your competitors in the future. This helps to build relationships with customers, which cultivates their loyalty and protects against brand switching.

Cost and

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