MARKETING PRINCIPLES

Marketing Principles

[Name of the Institute]

Organization3

1.1Elements of Marketing Process4

1.2Marketing Orientation8

2.1 Macro and Micro Environmental Factors9

2.2 Segmentation10

2.3 Targeting Strategy11

2.4 Consumer Buying Behaviour12

2.5 Positioning13

3.1Sustain Competitive Advantage13

3.2Distribution14

3.3Pricing15

3.4Promotional Activity15

3.5 Marketing Mix16

People16

Process17

Physical Evidence17

4.1 Marketing Mix for Different Segments17

Products17

Pricing Strategy18

Promotion18

Place18

4.2 B2B and B2C19

4.3 International Marketing and Domestic Marketing19

References21

Marketing Principles

Organization

Coca Cola is an international organization which is operating in more than 400 countries. It deals in the beverage industry and is leading the industry since years. Coca Cola is a competitive brand, which has made its place in the market competing against several brands. Coca Cola is considered as the leading brand and is ranked as number 1 international brand according to the ranking of 2011. Coca Cola deals in the beverages industry and provides people with several products. It is a well-known name and people all around the world knows about it. Headquarters of Coca Cola is in Atlanta, and the company is operating since more than 126 years. In 1886, the company was formed and since then it is serving millions of people around the globe. Coca Cola is the lead brand of Coca Cola Company which is the greatest reason of its recognition. Despite many competitors like Pepsi Co, the company has been able to maintain its position in the international market (http://us.coca-cola.com/).

The mission of the company is to refresh the world, create value and make a difference in the world. The vision of the company is to be highly effective, and lead the industry as a fast moving organization. The main aspects and values of the business include leadership, diversity, quality, integrity, passion, and accountability. Coca Cola is leading the industry because of its management, high quality products and innovation. The company grew and developed with the passage of time, through its long term strategies and high achievements (http://us.coca-cola.com/).

Elements of Marketing Process

The marketing elements are considered to be an important part of the marketing process. Marketing is the backbone of any organization, as it helps in creating, attracting and delivering goods and services to the customers. Marketing is based on the marketing mix, which includes product, price, place and promotion. This helps in fulfilling the needs of customers, and providing them with they require. Marketing is one of the most important aspects of any organization, as it helps in creating awareness and promoting the brand and products. There are different types of marketing strategies, which help organizations in successfully marketing their products and services. Direct marketing is one of the ways used by organizations worldwide, to make people aware of their brands and products. Marketing is considered as a backbone of the organization, as it plays the most important role and function of the organization (Blomstermo, Eriksson and Sharma, 2004, pp. 239-258).

Marketing Orientation

Market orientation refers to the concept of understanding the needs and demands of the customers, and producing products and services accordingly. The organization has to focus on the current and future needs of the customers, and then produce their goods and services according to it. The market oriented organizations consider customers ...