Mountain Equipment Co-Op

‘Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.’ - Kotler

The case of Mt. Everest focuses on two commercial expeditions, Adventure Consultants and Mountain Madness, and the tragic event on May 10, 1996. These two commercial expeditions were lead by Rob Hall and Scott Fischer, and were consisted of 20 members. Both leaders were experienced climbers, but due to several factors, the expedition resulted into five deaths including Hall and Fischer. The event has thought managers to evaluate the importance of leadership together with its internal and external factors that managers should consider to survive in the high risk business world.

However E. Constantinides (2006), suggests that this basic marketing strategy is more product focused rather than customer focused, therefore inadequate to use in situation like that of PTRC WAP’s more service focused product. Constantindines further suggests that the main issues with the “4 Ps” are lack of customer orientation, consumer interactivity, and strategic elements. These suggested issues are direct components that are often used in PTRC WAP’s daily practices. Customer orientation ensures that clients understand the service being offered and why it something they want to use. Consumer Interactivity allows the client to have more control and increased communication during the weatherization process. For example, customers are permitted to decline services if they do not want them completed at their house, but it is also equally important for them to understand why the service is being recommended. It may be that the “4 Ps” need to be looked at in a different way when being applied to public sector marketing. Product may be better represented by a service, such as weatherizing a home. Price may be better represented by the funding source, in this case a federal grant. Place, better represented by the delivery of the service. Weatherization comes to the home with all materials in a 2-3 day time-span. Finally, promotion stays much the same, but instead of advertising a product and price, a service is being advertised (Chew & Vinestock, 2012). For service marketing there is an expansion to 7 Ps, with the addition of people, physical evidence, and process (Chew & Vinestock, 2012). These additions to the marketing model are an excellent way for PTRC WAP to better reach clients. People is the intake, energy auditors, and crew that have their feet on the ground doing work. Their attitude and actions can provide a first-hand example about

The Marketing process is made up of simple concepts that involve lots of research on the part of the marketer. The process begins with understanding the consumer, without knowing what consumers need or want, it would be extremely hard for firms to both develop and sell a product. Knowing that consumers want more green products due to growing environmental concerns is a very important detail. Needs and wants are what fuel consumer purchases and marketers must perform research in order to best serve their customers. Through this research, marketers are led to the next step of the process and can now develop a customer driven marketing strategy. Here, the firm must decide how it will differentiate its product from others on the market.

Management is faced with many decisions when considering the environmental factors that affect marketing. This includes global economic interdependence, demographics, cultural differences, social responsibility, ethics, and technology. It is imperative for a company to understand how these factors can greatly affect the outcome of a company’s marketing plan.

MEC prides itself with the ability to manufacture sustainably and minimize eco foot prints while maintaining a competitive price point. It aspires to create products that are affordable and of good value to all consumers. While MEC carries other product brands, its core strategy revolves around its own unique brand. This vertical integration allows MEC to leverage its retail distribution strength. It effectively competes with all the other brands via a lower price point at a similar quality.

Products or services need to be bought. Without marketing, this is generally not going to happen. Marketing is a planned set of phases, either simple or complex, or in between. Marketing plans include an overview, mission statement, SWOT analysis, marketing objectives and strategies, and, lastly, implementation, evaluation, and control. This is the exploration of such a marketing plan for a new product line of a non-alcoholic craft beer, “Mountain Brew Review” (MBR), created under the umbrella of parent company, Molson Coors (MC).

Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2012). Principles of Marketing. Frenchs Forest: Pearson Australia.

Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and values with others.(Kotler, Armstrong, Saunders, Wong page 5)

            The Marketing Concept.  This is a business philosophy that challenges the above three business orientations.  Its central tenets crystallized in the 1950s.  It holds that the key to achieving its organizational goals (goals of the selling company) consists of the company being more effective than competitors in creating, delivering, and communicating customer value to its selected target customers. The Marketing Concept represents the major change in today’s company orientation that provides the foundation to achieve competitive advantage.  This philosophy is the foundation of consultative selling.

Societal marketing concept emphasises on delivering superior value to customers in a way that maintains or improves the customers’ and the society’s well beings. Companies practising this concept will hence organise various types of activities or launch different types of programmes to show the concern of the companies towards the society. Great Eastern is one of the companies that adapt societ marketing concept. Great Eastern offers international scholarships and local scholarships to the Malaysians or Singaporeans. Another good example is STAR newspaper. Besides offering scholarships to Malaysians, STAR newspaper also launches education fair annually in Malaysia.

In today’s day and age, everyone is concerned about the environment. Our society is increasingly encouraged to “go green,” to do our part in making the world a cleaner, more eco-friendly place. Green marketing is one major strategy being used to promote such efforts, but is it effective? There is some debate about this concept, including the history of green marketing, the problems with green marketing so far, the effectiveness of marketing schemes like Sunchips and Toyota, and the strategies that could be used to increase the ability of green marketing. While protecting our planet is a noble concept, its execution seems to be a little vague. Of all the aspects concerning green marketing, one thing is clear: our planet still has a long

The concept of marketing has evolved over time. Whilst in today’s business world “the customer is king”. In the past this was not the case, some businesses put factors other than the customer first. Product focused companies define themselves by their products. For example Kodak originally defined its self as being in the photo processing business. This definition impact the culture of the company in a way that hamstrings thinking and creates impediments for action. When the shift to digital cam Kodak resisted this because of the impact on its “products photo processing”.

Societal Marketing: The marketing idea that they first asses the needs of their target market and then attempt to directly attack the market than

“A task force concluded, the past segmentation did not fully address the emerging shift in customer needs” “(Xiameter Case Study). Dow Corning had to thus try different segmentation variables, alone and in combination to find the best way to view the market structure. (Kotler et al, 2008).