Marketing

Introduction3

Discussion3

Marketing Orientation4

Factors Influencing Marketing4

Segmentation Criteria for Different Markets5

Targeting Strategy5

Positioning Strategy6

Competitive Advantage6

Promotional Activity7

Marketing Mix7

Conclusion10

Marketing

Introduction

This paper will discuss the components of marketing mix in two segments including durable and non-durable goods. The components of marketing mix will be analyzed separately in these consumer segments. These consumer segments will also be analyzed in terms of their marketing practices.

Discussion

In the segment of durable and non-durable goods, a good marketing mix is an essential requirement. In the current century, a significant number of changes have been observed in the consumer demographics. In the current environment, consumers are spending their income wisely. The needs of consumers are changing rapidly. Therefore, it is important to develop effective marketing strategy to communicate with customers. The communication with customers allows organizations to understand who they are.

The marketing mix for durable and non-durable goods includes efforts to acquire consumer information to make effective decisions. One of the trends in marketing is targeted promotion. Therefore, targeted promotions can be considered a valuable addition in the marketing strategy of a company.

The marketing strategies of firms differ in domestic and international markets. It is because in the market conditions as well as consumer behavior is different in different parts of the world. Companies operating in the international marketing environment are, therefore, required to adjust their marketing strategies. The components of marketing mix are designed differently in different markets.

Marketing Orientation

The task of holistic marketing orientation is to assist in the process of getting value for the customer. In view of the past studies, holistic understanding of marketing as creating, designing and implementation of marketing programs, processes and activities that reorganizes the breadth and independence of contemporary marketing. Another concept explains holistic marketing as integrated research value, creating value and providing value to build long-term mutually beneficial relationships and shared prosperity key stakeholders. In short, it is mainly about improving the value chain, providing a high level of quality products and services.

Examples of marketing orientation can be Motorola in order to serve the needs of companies that will provide customers with products and services of excellent quality and so on, the company had a profit needed to overall growth, and today very popular eBay that helps people sell virtually anything online.

Factors Influencing Marketing

There are different micro and macro level factors that affect the marketing process. The micro level factors include changes in the demands of customers, changes in the intensity of competition, marketing strategies of competitors, and others. The macro level factors, on the other side include broad level changes taking place in the government of a country, political structure, economic structure, and other factors.

Segmentation Criteria for Different Markets

The segmentation criteria used by a company is different in different market segments. Companies can segment their customers on the basis of different factors including demographics, psychographics, and others. However, the most effective way to segment customers is through demographic segmentation.

Targeting Strategy

Targeting strategies in marketing approaches are available to a company in relation to the segment it wants to achieve, four specific strategies targeting are ...