Please see unit plan (Assessment Tasks) Essay Example

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21Marketing

Marketing Concepts

Marketing Concepts

Introduction

Marketing concepts are important in ensuring that the customers are able to obtain adequate information about the products. In order to convince the customers, marketing concepts have to be considerate of various issues including the needs of the customers. The needs of the product and the needs of the product recipient have to be satisfied in order to guarantee success of the process. Marketing exchange is also an important aspect of marketing and it involves communication and transacting (Kotler & Armstrong, 2013). The research in the market is useful in providing the marketers with marketing intelligence. The information can be used by the companies during the decision making processes. Communicating the right message is an important aspect that must be considered by the marketers. The consumers and the customers are different and hence the need for communicating the right message to the right people. Marketing is also important in ensuring that a business is able to attract new customers, retain the existing customers and enhancing value of relationships. Listening, learning and adopting also form an important aspect of the marketing process. Advertisements are mainly used during the marketing process in order to create awareness among the customers. Advertisements can be run through the newspapers, magazines or the audio visual methods. The means used for the advertisement process can yield different results depending on the number of people it can reach. Paper is thus six articles that utilize the present 3 model for an online magazine.

Article 1: Marketing concepts may be common to many organizations but a marketing philosophy is unique

Abstract

The marketing concept involves customer satisfaction issues while the marketing philosophy involves the aspects of organizational culture. The marketing philosophy at Emirates Airline is mainly focused on high quality services. The marketing concept is aimed at enhancing the customer satisfaction process.

Introduction

The Marketing concept is an axiom which involves the fact that organizations that best satisfy the needs of their customers are best placed to satisfy their own needs (Jobber & Ellis-Chadwick, 2012). A marketing philosophy is how a particular organization goes to the market. This involves the organizations belief system and how it determines the values within an organization.

Marketing concept and marketing philosophy

Marketing is a business philosophy that is aimed at ensuring that the needs of the customers are met by an organization. It also plays an important role in terms of ensuring that the society is shaped. A framework for communicating, planning, implementing and controlling is commonly used by many organizations. However, the organizational culture which influences the behavior of the organization is unique among different organizations (Jobber & Ellis-Chadwick, 2012). This therefore makes the marketing philosophy unique among different companies despite similarities in the marketing concepts. Meeting the needs of the customers can therefore be achieved through the uniqueness of the marketing philosophy of the organization. The marketing philosophy is considered as the pillar of commerce and the customers are no longer seen as a demand in the supply chain. This is useful in ensuring that the needs of the customers are met. At Emirate Airline, the company has trained its staff on the concepts of customer care in order to provide high quality services that satisfy the customers (Emirates Airline, 2015). Meeting the demand of the customers is also part of the organizational culture of the company. The marketing philosophy can be used by the organizations for the purposes of enhancing relationships with the customers. This enables the company to retain and attract the customers. Marketing philosophy goes beyond a one off transaction mentality for the purposes of enabling the business to meet the needs of the organization.

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Marketing concepts terms

Marketing concept is common in most organization but the marketing philosophy is also not about philanthropy. The needs of the customers have to be met but the organization also has to spend money during the process in order to benefit financially from the marketing philosophy. This brings about the aspect of profitability in the businesses. The profits are important in sustaining the business. The growth and development of the businesses is strictly dependant on profitability. A business will not be able to meet its objectives by satisfying the customers alone but it also needs to make profits. Marketing involves an exchange between the parties for the purposes of gaining something (Huang & Sarigöllü, 2012). However, the parties have to be engaged in voluntary exchange in order to obtain their objectives. The customers are also part of the marketing process as they are involved in the decision making process with regards to purchasing the products of the company. Emirates Airline usually obtains the feedback from the customers which are also used for decision making process (Emirates Airline, 2015). The differences between the marketing concept and marketing philosophy are therefore an important aspect that has to be considered by the company. The commercial aspects have to be considered as opposed to philanthropy.

Conclusion

In conclusion, the secondary idea about the marketing philosophy and concept involves meeting the needs of the customers and marketing not being philanthropy. The quest to meet the needs of the customers does not prevent the businesses from benefiting financially from the process. The businesses have to benefit from their uniqueness as a result of the philosophy.

Article 2: The evolution of marketing is a quest to best satisfy the needs of the customers, organizations and society

Abstract

The market has been undergoing an evolution for centuries since its establishment. Although most of the marketing concept has changed as a result of the evolution, the marketing principles have remained constant. The principle of customer satisfaction has always remained constant at Emirates Airline despite the changes that it has made over the years.

Market evolution

The evolution of marketing involves the changes that the marketing process has undergone over the years. This includes the key events that have changes the way business is done and how the society has been changed (Huang & Sarigöllü, 2012). Evolution of marketing involves the early days of marketing, the role played by the industrial revolution as well as the current market practices.

Major events have taken place in the marketing practice which has affected the marketing process. A lot of innovations have also taken place over the years which have affected the marketing practices and concepts. The first practices involved formation of markets where the buyers and sellers came together. Money minting was also an important aspect of marketing as it facilitated exchange beyond the early practices of barter trade. The printing press played an important role in promoting the marketing efforts and hence contributing to the satisfaction of the organizations, society and the customers. The advertisement of products through the printing press contributed to awareness of the products and hence satisfying the needs of the organizations and the customers (Chaffey & Ellis-Chadwick, 2012). The invention of the telephone contributed to close interaction between the customers and the organizations. The organization could also engage more with each other. The radio and television promoted the marketing operations leading to customer satisfaction. Currently the internet has made the marketing processes much easier. Emirates Airline is currently using technology for the purposes of marketing which has enhanced the customer satisfaction process (Emirates Airline, 2015). Products can be advertised online at a lower cost which can creates awareness among millions of customers located in different parts of the world. The world has become a global village as a result of the internet and hence promoting the marketing processes and satisfaction of all the stakeholders.

Marketing has undergone a lot of evolution over the years. However, most of the aspects of marketing have remained constant. The marketing principles have remained constant over the years. Enhancing the customer relationships is one of the main principles of marketing that has remained constant despite the evolution. In the pats the customers were highly valued and were provided with incentives in order to ensure that they are satisfied. The quest to satisfy the need of the customer, organization and society has been intensified over the years although the principles have still remained the same. Currently, customer relationship software has been developed for the purposes of meeting the needs of the customers (Chaffey & Ellis-Chadwick, 2012). In the past the relationship with the customers was enhanced by the organization through meeting the needs of the specific customers. The businesses had to be aware of the needs of the individual customers in order to ensure that their needs can be met. The evolution of marketing has only been changing with the innovation but the principles have largely remained the same.

Conclusion

In conclusion, the secondary ideas involve the major events that have taken place in marketing over time and the constant nature of the marketing principles. However despite the major events and changes, the marketing principles have largely remained the same. The principles that have remained constant involve the satisfaction of the customers, organizations and the society.

Article 3: Understanding the buyer decision process is particularly important in the travel industry

Abstract

In the travel industry, recognition of the needs of the customers is important as it enables the organization to satisfy the customers. At Emirates Airline the company usually obtains information from the customers in terms of feedback. Some of the customer information is also retained at the company.

Introduction

Buyer decision process involves how customers search, estimate products and assess products. Understanding the buyer decision is considered as a strategic and tactical perspective (Hatten, 2015). This is important in the travel industry where the choice and taste of the customers is different and unique. Understanding the buyer decision is also important in ensuring that the strategies developed are able to meet the needs of the customers in the travel industry.

Buyer decision process

The buyer decision process in the travel industry mainly involves recognition of the unmet needs of the customers. The unmet needs of the customers ensure that the organization is able to put in place measures that satisfy the needs. In the travel industry, the needs of the customers are quite diverse and changes take place from time to time. Meeting the needs of the customers ensures that the company is able to make decisions considers the best interest of the customers (Hatten, 2015). Situational needs of the customers are an important aspect that ensures that the needs of the customers in the industry are clearly understood. The internal and external stimuli of the customers have to be understood in order to ensure that the services offered are satisfactory. At Emirates Airline, satisfying the needs of the customers is dependent on the buyer needs (Emirates Airline, 2015). The search for information is required by the companies in order to understand the buyer decision making process. The information obtained from the customers can then be used to develop the strategies. The success of the organization in the travel industry is strictly dependant on the understanding of the buyer decision process.

The customer relies on various factors for the purposes of making decisions about the services in the travel industry. The companies usually try to sell their image through good publicity. Good news that most the companies would like to portray to the customers usually travel fast. However, bad news travels faster. This has a direct impact on the customer behavior in the travel industry. The buyer decision process may be affected by the bad publicity that the company receives as a result of different aspects (Brooks, 2014). The bad publicity in some instances makes the company more popular. This has direct effects on the buyer decision making process. The buyers are more likely to make their purchase decision depending on the information that they have heard about the company. The measures that the company has put in place to ensure an understanding of the needs of the customers may not be effective. The public image of a company in the travel industry is quite important and it has a direct effect on the buyer decision process. A good public image has impacted positively on its relationship with the customers.

Conclusion

In conclusion, the secondary ideas involve the unmet needs of the customers as well as strategies that promote the ability of the company to meet the needs of the customers. The public image of the company is a secondary idea that may affect the buyer decision process in the travel industry.

Article 4: The six product components can vary greatly from product to product

Abstract

In the travel industry, the total product is what is offered to the customers by the company. Six product components are what form the total products. The products offered by the companies in the industry are mainly intangible. Emirates Airline usually relies on the information from the customers to design its products.

Introduction

The six product components include goods, services, ideas, experiences, people and places (Brooks, 2014). The six product components in the travel industry are useful in determining the total product. The product components vary from one product to the other. The variations are responsible for influencing the decisions of the customers in the market. The companies in the travel industry also need to understand the product components in order to meet the needs of the customers.

Six product components

n the travel industry, the customers do not obtain the ownership of the products due to the nature of the components. When the service component has been consumed, the customer does not remain with anything tangible. In the travel industry, the customers mainly rely on the services offered by the company. The service is the main component and it is not tangible. However, the customers in the industry require high quality service in order to be satisfied. The other component that contributes to the customer satisfaction is the idea behind the service. The idea has to be creative in order to ensure that it meets the needs of the customers. Creative and innovative ideas are required in the travel industry in order to meet the goals and objectives of the customers (Please see unit plan (Assessment Tasks) 17IBharadwaj, et al, 2013). The customer experience has to be positive in order for the service to be considered effective. Although the customers in the industry do not obtain ownership of the product, they remain with the experience. Depending with the nature of the experience, the customer may or may not seek the services of the company again. Good customer experience and relationship with the customers has contributed to the customer satisfaction at Emirates Airline (Emirates Airline, 2015).

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Total product concept

The customers play an active role in designing and producing the products. This contributes to the variation in the product offered in the industry. The decisions and inputs of the customers have to be considered when by the companies and hence contributing to the product design. The needs and preferences of the customers are usually different and their inputs may also contribute to difference in terms of the nature of the services. The variation of the six product components contributes to the ability of the customers to be part of the design process (Bharadwaj, et al, 2013). Unlike the other industries, the products in the travel industry are fully focused on the needs of the customers. The companies therefore rely on the inputs of the customers in order to develop to improve on the quality of the products. The ideas form an important part of the product components. Most of the companies in the industry rely on the ideas from the customers which is an indication that the customers contribute to the product development.

Conclusion

In conclusion, the secondary ideas involve the contribution of the customers to the design process and the nature of ownership of the products in the travel industry. The component of ideas as well as the component of service and people greatly contributes to the variation of the products in the industry.

Article 5: Marketing practitioners are interested in circle of satisfaction with special interest in transactional, cumulative and collective satisfaction

Abstract

Transactional, cumulative and collective satisfaction forms an important aspect of the circle of satisfaction. The circle of satisfaction is important in enabling the organizations to meet the goal of attaining high quality services and value. The quality and value however differs within the same product which is evident at Emirates Airline.

Introduction

The circle of satisfaction highlights important aspects that should be considered by the marketers in order to satisfy the needs of the customers. The aspect of customer satisfaction that has been highlighted in the circle of satisfaction involves transactional, cumulative and collective satisfaction (Longenecker, et al, 2011). This is also applicable in the travel industry. In order to meet the aspects of the special interests, aspects such as quality as well, as value have to be considered.

Circle of satisfaction in transactional, cumulative and collective satisfaction

Quality is an important aspect that is related to the transactional, cumulative and collective satisfaction. The marketers have to ensure that the quality of their products is able to meet the needs of the customers. Providing the customers with the products that meets their quality has a direct impact on the collective satisfaction. The cumulative satisfaction is as a result of a combination of factors with quality playing a major role. Good quality products usually attract and retain the customers as a result of the satisfaction (Longenecker, et al, 2011). An appropriate level of quality is required by the organizations in order to meet the needs of the customers. The quality of the product has to meet the transactional aspect in terms of the pricing. Emirates Airline usually provides high quality services that are affordable to the customers (Emirates Airline, 2015). Most of the marketers focus on transactional, cumulative and collective satisfaction as it ensures high quality products are availed to the customers. The aspect of quality ensures that the immediate and most important needs of the customers are met. Meeting the needs of the customers through transactional, cumulative and collective satisfaction enables the company to deliver high quality products.

Value is also an important aspect that has to be considered as part of the customer satisfaction cycle. Value is quite different from the quality. A product may be of high value but not quality. Value is important when dealing with the transactional satisfaction. When a product of the company is too expensive, its value may be well beyond the purchase of the customers and hence affecting the customer satisfaction process. Value has to be considered in order to ensure that the collective and cumulative satisfaction of the customers is met (Percy, 2014). Value is useful in the travel industry as most of the customers also need to feel valued. The perception of the customers with regards to the product is influenced by the value. The marketers therefore need to fully understand the value of the products in order to ensure that the need of the customers is met. The value of the product at Emirates Airline is dependant on the diverse needs of the customers. Affordability has to be considered in order to ensure all the customers with diverse needs are satisfied.

Conclusion

In conclusion, there are secondary ideas which include the aspects of quality and value. Quality is different from value but they are all required for the purposes of meeting the needs of the customers. The aspect of quality and value is of interest in the circle of satisfaction.

Article 6: Marketing practitioners can be more effective if they remain mindful of the 5 gap model when crafting strategies and tactics

Abstract

The 5 gap model mainly involves the quality aspects that the managers have to understand. The gaps identified in the model include knowledge gap, delivery gap, standard gap, communication gap and total gap. Closing the gap is usually achieved through training and continuous improvements at Emirates Airline.

Introduction

The 5 gap model is an important marketing tool that is mainly used to manage quality within an organization. According to the model, the identification and closing of the possible gap is required in order to achieve efficiency (Percy, 2014). The gaps that have been identified in the model include the knowledge gap, delivery gap, standard gap, communication gap and total gap. The practitioners can be more effective if they consider the gaps in their processes.

5 gap model

Communication plays an essential role in terms of ensuring that the goal of totally closing the gap is achieved. The practitioners have to ensure that the customers are well informed of what the company can achieve. The company can then ensure that it delivers the products that meet the specific standards. Meeting the specific standards is an important aspect of closing the gap. Providing the customers with the information is a show of commitment by the company in terms of ensuring that the needs of the customers are met. The levels of customer satisfaction are enhanced through closing the gap. The inputs of the customers are required during the process of closing the gaps (Johanson, 2013). This is because the needs of the customers have to be clearly understood by the organization and the managers in order to take appropriate action aimed at closing the gap. The knowledge gaps can only be closed in the presence of communication with the customers. The employees of Emirates Airline are usually trained regularly in order to improve on their knowledge and skills (Emirates Airline, 2015). The aspects that influence the expectations of the customers can be clearly understood in the presence of clear communication with the customers. Communication with the customers is an important aspect that promotes mindfulness of the 5 gaps.

In order to totally close the gap, communication alone may not provide a comprehensive solution. The practitioners have to collect information through survey in order to fully understand the needs of the customers. Surveys have to be carried out from time to time by the practitioners in order to ensure that the information collected is accurate. Information is usually used at Emirates Airline for continuous improvements. The areas that require remedial action can be identified through the use of customer surveys. The practitioners will greatly improve the operations at their organizations through filling the 5 gaps. The use of surveys can also play an essential role in enabling the managers to improve on the standards of their products leading to customer satisfaction (Johanson, 2013). The surveys can be used to identify information about the perceptions of the customers with regards to the services being offered by the company. This plays an important role in closing the service gap which affects the delivery of services to the customers.

Conclusion

In conclusion, the quality of the products can be improved by closing the 5 gaps. Communication as well as customer surveys are important secondary ideas. Communication with the customers ensures that their needs are understood. Carrying out surveys leads to the discovery of factors that may contribute to that closing of the 5 gaps.

Conclusion

In conclusion, the customer satisfaction process is an important aspect that determines the ability of the organizations in the travel industry to retain them. The marketing concepts and philosophy have to be clearly understood in order to ensure that the needs of the customers are identified and satisfied. It is evident that marketing has undergone evolution but the marketing principles have remained constant. Understanding the buyer decision process can also enable the organizations in the travel industry to put in place measures aimed at fulfilling the needs of the customers. The six product components have effects on the products and it contributes to variations. The aspects of quality and value though unique have to be considered.

References

Kotler, P., & Armstrong, G. (2013). Principles of Marketing 15th Global Edition. NY: Pearson.

Jobber, D., & Ellis-Chadwick, F. (2012). Principles and practice of marketing (No. 7th). McGraw-Hill Higher Education.

Huang, R. & Sarigöllü, E. (2012). How brand awareness relates to market outcome, brand equity, and the marketing mix. Journal of Business Research, 65(1), 92-99.

Chaffey, D. & Ellis-Chadwick, F. (2012). Digital marketing. Pearson Higher Ed.

Hatten, T. S. (2015). Small business management: Entrepreneurship and beyond. Cengage Learning.

Brooks, W. (2014). The International Business Environment. New York: Prentice Hall.

Bharadwaj, A. et al. (2013). «Digital business strategy: toward a next generation of insights.» MIS Quarterly 37.2: 471-482.

Longenecker, J. et al. (2011). Small business management: Launching and growing entrepreneurial ventures. Cengage Learning.

Percy, L. (2014). Strategic Marketing Communication. London: Routledge.

Johanson, J. (2013). International Marketing and Internationalization Processes: A Network Approach Jan Johanson and Lars Gunnar—Mattsson University of Uppsala and Stockholm School of Economics, Research in International Marketing (RLE International Business), 234.

Emirates Airline. (2015). About Emirates. Retrieved on 11th October 2015 from, <www.emirates.com>.