Marketing Assessment Task 1a
Question 1
The Marketing Concept
The philosophy of the marketing concept relies on the needs and wants of the customer, the customer is at the centre of what the firm is producing, if the customer is not satisfied then there will be no demand for the product. The marketing concept sets out to find out what the customer wants or needs and endeavours to deliver their product in a superior way to their competitors.
“The marketing concept is the philosophy that firms should analyse the needs of their customers and then make decisions to satisfy those needs.” (Anon., ND)
Firms need to focus on the wants and needs of the customer before they develop their product; this is a key characteristic of the marketing concept as the product cannot be sold to customers if it is not what they want.
“The marketing concept and philosophy states that the organization should strive to satisfy its customers ' wants and needs while meeting the organization 's goals.” (Henley, 2015)
Firms should ensure that the customers’ needs and wants are met whilst they strive to meet their own goals; satisfied customers are what the firm needs in order to survive.
“Everybody must be concerned with customer satisfaction.” (Anon., ND)
The firm, as a whole, is committed to ensuring that the customer is satisfied, therefore every member of the company is involved in this. It does not matter whether it is a member of staff on the shop floor or a member of the accounts team, every individual should ensure their satisfaction.
Question 2
Britvic’s Micro and Macro Environment
The micro environment are the specific forces that affect a business - their suppliers, customers, employees, competitors, media and shareholders, these forces can normally be controlled by the company. Porter’s 5 forces is a strategy tool invented by Michael Porter to indicate the forces that shape industry competition.
Taken from http://www.tutor2u.net/business/strategy/porter_five_forces.htm
The macro environment are the
The Marketing Concept
The philosophy of the marketing concept relies on the needs and wants of the customer, the customer is at the centre of what the firm is producing, if the customer is not satisfied then there will be no demand for the product. The marketing concept sets out to find out what the customer wants or needs and endeavours to deliver their product in a superior way to their competitors.
“The marketing concept is the philosophy that firms should analyse the needs of their customers and then make decisions to satisfy those needs.” (Anon., ND)
Firms need to focus on the wants and needs of the customer before they develop their product; this is a key characteristic of the marketing concept as the product cannot be sold to customers if it is not what they want.
“The marketing concept and philosophy states that the organization should strive to satisfy its customers ' wants and needs while meeting the organization 's goals.” (Henley, 2015)
Firms should ensure that the customers’ needs and wants are met whilst they strive to meet their own goals; satisfied customers are what the firm needs in order to survive.
“Everybody must be concerned with customer satisfaction.” (Anon., ND)
The firm, as a whole, is committed to ensuring that the customer is satisfied, therefore every member of the company is involved in this. It does not matter whether it is a member of staff on the shop floor or a member of the accounts team, every individual should ensure their satisfaction.
Question 2
Britvic’s Micro and Macro Environment
The micro environment are the specific forces that affect a business - their suppliers, customers, employees, competitors, media and shareholders, these forces can normally be controlled by the company. Porter’s 5 forces is a strategy tool invented by Michael Porter to indicate the forces that shape industry competition.
Taken from http://www.tutor2u.net/business/strategy/porter_five_forces.htm
The macro environment are the
Bibliography: Britvic, 2015. Britvic Learning Zone. [Online] Available at: http://www.britviclearningzone.com/ Britvic, 2015. Market research. [Online] Available at: http://www.britviclearningzone.com/marketing/managing_the_product/market_research.php Gatward, J., 2013. Britvic GB. [Online] Available at: http://www.britvic.co.uk/en/Sustainable-business/Policies-and-Reports/Marketing-to-children-policy.aspx Graham, F. -. P., 2014. Britvic GB. [Online] Available at: http://www.britvic.co.uk/~/media/Files/Media%20Centre/Reports/Britvic%20Soft%20Drinks%20Review%202014.ashx Henley, J., 2015. Encyclopedia of Business, 2nd ed.. [Online] Available at: http://www.referenceforbusiness.com/management/Mar-No/Marketing-Concept-and-Philosophy.html Ward, S., 2015. About Money. [Online] Available at: http://sbinfocanada.about.com/od/marketing/g/marketresearch.htm