Question 1: You are the Marketing manager for Ford cars, Phnom Penh. Your staff is confused regarding the five different Marketing concepts. You are discussing these concepts with your staff.
Production concept holds that consumers will favor products that are available and highly affordable. This concept is one of the oldest orientations that guide sellers. The production concept is still useful philosophy in some situations. However the production concept can lead to marketing myopia. Product Concept Company believes that its product's high quality and functional features make it a superior product. Such a company believes that if they have superior product customers will automatically like it as well. The problem with this approach is that superiority alone does not sell products; superior products will not sell unless they satisfy consumer wants and needs. Market Concept Company puts the customer at the "heart" of the business, all activities in the organization are based around the customer. The customer is truly king! A market orientated organization endeavor’s to understand customer needs and wants, then implements marketing strategy based on their market research; from product development through to product sales. Once sales have begun further research will be conducted to find out what consumers think about the product and whether product improvements are required. As markets continuously change, market research and product development is an ongoing process for a market orientation company. Sale Concept Company’s focus is simple; make the product, and then sell it to the target market. This type of orientation involves the organization making what they think the customer needs or likes without relevant research. However as we know sales usually aren't this simple. Marketing orientation: has evolved over time. Whilst in today’s business world "the customer is king". In the past this was not the case, some businesses put factors other than the customer first. This article examines factors that businesses may orientate their marketing around, so that you can recognize when your marketing strategy is orientated around something other than the customer.
Question 2: You need to ensure that your sales staffs at Ford fully understand your marketing plan. This means they need to understand the meaning of marketing mix and four strategic Alternatives. What are you going to tell them? Answer:
Marketing mix is a general phrase used to describe the different kinds of choices organizations have to make in the whole process of bringing a product or service to market. * The Four PS Strategies Alternative:
1. Product: mean the goods and services combination the company offers to the target market. Thus, a Ford Escape SUV consists of nuts and bolts, spark plugs, pistons, headlights, and thousand of other parts. Ford offers several Escape models and dozens of optional features. The car comes fully serviced and with a comprehensive warranty that is as much a part of the product as tailpipe. 2. Price: is the amount of money customers must pay to obtain the product. Ford calculates suggested retail prices that its dealers might charge for each Escape. But Ford dealers rarely charge the full sticker price. Instead, they negotiate the price with each customer, offering discounts, trade in allowance, and credit terms. These actions adjust prices for the current competitive situation and bring them into line with the buyer’s perception of the car value. 3. Place: includes company activities that make the product available to target consumers. Ford partners with a large body of independently owned dealerships that sell the company’s many different models. Ford selects its dealer carefully and supports them strongly. The dealers keep an inventory of Ford automobiles, demonstrate them to potential buyers, negotiate prices, close sales, and service the cars after the sale. 4. Promotion: mean activities that...
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