Marketing and Financial Markets

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

Marketing: Delivering Benefits to the Organization, Its Stakeholders, and Society. “Marketing” is the activity for creating, communicating, delivering, and exchanging offerings that benefit the organization, its stakeholders, and society at large. This shows that marketing is a much broader activity than simply advertising or personal selling. Environmental forces involving social, economic, technological, competitive, and regulatory considerations also shape organizations marketing activities. These marketing decisions have an important impact on society as a whole. Marketing touches our lives on a daily basis and affects every person and organization. Clearly, business firms involved in manufacturing (Heinz), retailing (Target), and providing services (Marriott) market their offerings and

This paper was prepared by Bruce S. Silver for Marketing Management 6013, taught by David Gregorich, MBA, Ed.D.

Chapters two and three of this book reviews the concept of advertising to consumers and strategies of a marketing plan. In addition, the chapter reviews the steps necessary to a successful marketing planning and the

Modern marketing includes increased social responsibility and environmental awareness, which may include tackling the problems of pollution and the exposure of non-renewable resources. Modern day businesses are under pressure to adopt this marketing approach, in order to become more socially responsible. This approach not only focuses on fulfilling the customer's want-satisfaction, but also satisfying society.

Giving a child in need a pair of shoes for each pair purchased by a customer. As stated, Mr. Myscoskie was not creating a business; he was creating a movement. As a team of skillful business owners they wanted to create a business that supported the entrepreneurial efforts of other startup companies both locally and globally.

This class paper is M8:A2 Marketing Strategy for MKT230 UB Principles of Marketing, Instructor Michael Loflin, February 29, 2012.

We hereby certify that this material, which we now submit for assessment as a continuous assessment assignment in the module, ‘Marketing Case, on the course DT341/4, 2012/13 is entirely our own work and has not been submitted in whole, or in part, for assessment for any academic purpose other than in fulfilment for that stated above.

The focus of discussion is the coordinated activities of the network of producers of goods, services and experiences which seek to satisfy their customers. Emphasis is placed on marketing strategy formulation and the use of strategic marketing mix elements in developing and maintaining a market orientation and assessing organisational performance. Aspects of marketing such as marketing research, customer behaviour, product innovation and marketing communication are also examined. MMK277 Marketing Management Nil Four hours of class contact per week are allocated to this unit.

By contributing to the bottom line, successful marketing also allows firms to more fully engage in socially responsible activities.2 CEOs recognize the role of marketing in building strong brands and a loyal customer base, intangible assets that contribute heavily to the value of a firm. Consumer goods makers, health care insurers, nonprofit organizations, and industrial product manufacturers all trumpet their latest marketing achievements. Many now have a chief marketing officer (CMO) to put marketing on a more equal footing with other C-level executives such as the chief financial officer (CFO) or chief information officer (CIO).3 Making the right marketing decisions isn’t always easy. One survey of more than a thousand senior marketing and sales executives revealed that although 83 percent felt that marketing and sales capabilities were a top priority for their organization’s success, in rating their actual marketing effectiveness, only 6 percent felt that they were doing an “extremely good” job.4 Marketers must decide what features to design into a new product or service, what prices to set, where to sell products or offer services, and how much to spend on advertising, sales, the Internet, or mobile marketing. They must make those decisions in an Internet-fueled environment where consumers, competition, technology, and economic forces change rapidly, and the consequences of the marketer’s words and actions can quickly multiply.

Marketing is the means for which consumers and companies satisfy each other’s needs and wants. In this paper I will talk about what marketing is and the steps that have to be taken during the marketing process. One of the key steps in this concept is knowing the target group of consumers that a firm wants to appeal to. Targeting a specific audience helps refine the marketing strategy in order for a producer to offer the most pertinent good or service to the consumer. Another topic discussed is how marketing concept is international and used by establishments throughout the world. When the marketing concept is placed in a perspective that is on a far greater scale the strategies and usage of tools must be magnified. Marketing is not all about advertising goods and services. Research and statistics play an implemental role in helping to express what consumers gravitate toward and how they react and behave within the marketing environment.

In this part, related literatures about marketing strategy concepts, methodology, and theory, are reviewed. These concepts, theory and methodology are the foundations of research design of this work.

3 4 5 6 7 8 The marketing environment Understanding consumer behaviour Understanding organizational buying behaviour Understanding marketing ethics and corporate social responsibility Marketing research and information systems Market segmentation and positioning 72 108 145 180 216 259

The marketing concept is a relatively recent one (Blythe, 2008), and while there are several definitions of marketing, it is agreed that marketing involves the process of exchange between firms and customers, where both parties benefit (Adcock et al, 2001), and that the customer and his needs are placed in the centre of the organization’s activities (Blythe, 2008). Due to this, it is the goal of many organizations to establish a strong brand and significant equity based on their customers.

The purpose of the study is to examine the impact of Green Marketing Strategies on business. The research objective is how do companies choose their Green Marketing Strategies? To fulfill the objectives of this research paper, a qualitative case study was conducted in different companies. Interviews allowed to author to gain insight as how companies choose green marketing strategies and for what