REFLECTIVE ESSAY

Reflective essay



Reflective essay

Introduction

This is a reflective essay of weeks 20, 21 and 22 in the Principles of Marketing module. I have discusses different aspects of this module and have reflected my experience and learning in the module. This reflective essay will be based on my experiences as related to the identification, development and achievement of my learning goals during 20, 21, and 22 of the module . In this reflective account I will identify element most relevant to my learning as well as emphasize on my achievement and discuss how it may helped me undergo the process of transition from student to marketing professional.

Marketing involves a range of processes concerned with finding out what consumers want, and then providing it for them. This involves four key elements, which are referred to as the 4Ps. A useful starting point therefore is to carry out market research to find out about customer requirements in relation to the 4Ps.

There are two main types of market research - quantitative research involving collecting a lot of information by using techniques such as questionnaires and other forms of survey. Qualitative research involves working with smaller samples of consumers, often asking them to discuss products and services while researchers take notes about what they have to say. The marketing department will usually combine both forms of research.

The marketing department will seek to make sure that the company has a marketing focus in everything that it does. It will work very closely with production to make sure that new and existing product development is tied in closely with the needs and expectations of customers.

Discussion

Modern market focused organisations will seek to find out what their customers want. For example, financial service organisations, will want to find out about what sort of accounts customers want to open and the standard of service they expect to get. Retailers like Argos and Homebase will seek to find out about customer preferences for store layouts and the range of goods on offer. Airlines will find out about the levels of comfort that customers desire and the special treatment that they prefer to receive.A useful definition of marketing is the anticipation and identification of customer needs and requirements so as to be able to meet them, make a profit or other key organisational objectives.

At the start of this module, I had no idea what to expect. When I heard the term “Marketing”, only one thing came to my mind: presentations. When I used to be in school, I remembered vaguely that my presentation skills weren't exactly even close to Suze Orman, who is considered to be America's most motivational speaker. In fact, they were so bad, I wasn't sure of doing this course in the beginning. But then it wasn't like I had a choice. I had opted for BA Hons. Business Management and the course came along with a module named Marketing. According to Berkowitz (2006), “marketing is the process of planning and executing the conception, pricing, promotion, and distribution ...