CONTEMPORARY ISSUES IN MARKETING MANAGEMENT
Assignment
Qualification Pearson BTEC Level 5 HND Diploma Business
Unit number and title Unit 41: Contemporary issues in marketing management
Student name Shadia Nabiihah Chukoury Assessor’s name Dr. Nittin Essoo
Customer relationship management is the use of marketing activities to create successful customer relationships so that existing
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So, the business must create a good physical layout as it already creates an image of them.
(2) Provision of customer service
Customer service is found at the heart of modern industries, it creates loyalty among customers as customers are likely to be more loyal towards businesses who serves them well.
(3) Processes
There are several processes associated with customer service In order to make marketing effective in the organisation, for example processes for customer complaints and identifying customer needs and requirements.
The 7Ps is the modern marketing mix that is particularly relevant in the service sector, however, it is also applicable to any form of business where meeting the needs of customers is given priority, like M3 ltd, using the extended mix might be a great help for them as it will increase their profitability.
How difficulties peculiar to the marketing of services can be overcome?
The basis for a separate treatment of services marketing is made up of several features of services which are constantly mentioned in the literature.
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The varied nature of organisations and difference in personal values makes it compulsory to preserve a code of conduct which would prevent offenses (Reidenbach, Robin, 1989).
The pressure group have a great influence on ethical and social marketing policies, this will be shown below,
External social pressure has become the main driver in business ethics. This is especially true for small businesses in smaller populations. Strong considerations must be given by businesses in the areas of involvement of the general community and environmental responsibility. The information age has contributed considerably to this increase in importance of social pressure as word spreads rapidly when companies fail to follow social standards.
Leveraging the ability to mobilise quickly, societies have been able to arrange boycotts in certain conditions to force businesses to reconsider social or environmental decisions. Some businesses, for example, have changed certain procedures to better preserve the environment built on pressure from environmental watch groups and the public in
These companies target low-income communities because the families are desperate for jobs and lack the social status to push them out. So, as a solution to this problem, the government must "continue to enact comprehensive laws carrying severe criminal and civil penalties for harming the environment," also at the corporate level "it means rigorous inspections of companies and prosecution of violators" (Eitzen, Smith, and Zinn
Legitimacy theory is a “positive theory” that asserts that businesses are bound by the implicit “social contract” that the corporation agrees to perform that are specifically relating to social and environmental issues (Rankin, et al. 2012, 142). To remain congruent with societal values in which it operates, a corporation can address attributes that relate to this theory through voluntary social and environmental disclosures made on platforms like its annual report (Coebergh 2011, 65). Virgin Australia has various groups of important stakeholders who can affect or is affected by both the actions and activities of the corporation (Laasch and Conaway 2014, 97). They are namely, guests, employees, investor groups and shareholders, unions, non-government
Introduction This case study explores the acquisition of the Body Shop, which is one of the largest franchise cosmetics companies in the world, by L’Oreal. The main concentration of the case study aims at investigating the impact on business ethics and corporate social responsibility by the concentricity of the Body Shop and L’Oreal and how the general attitude and buying behaviour is distorted in the course of this acquisition. L‘Oreal being the big conglomerate in the cosmetics industry acquired the Body Shop International which is comparably small but having iconic brand of environmental and socially responsible concerns, on 17 March 2006, through a covenant of $1.2 billion. The combination of two brands in a newly formed conglomerate implies a combination of values, principles and associations that might affect a company’s appeal. The verity that L 'Oreal 's acquisition of the Body Shop provides plenty of potential growth opportunities is undeniable; nevertheless the question of how well the acquisition sits in the group of the world 's largest cosmetics company is another matter.
In today world of intense competitive marketing decisions often become vital distinguishing factors between industry leaders and other market players. The strategic marketing decision is taken based on their marketing mix i.e. 4 P'S of marketing. Controlling these parameters, companies may consider various internal and external marketing challenges. The marketing mix of the firm in a large part is the product of evolution that comes from day to day marketing, the mix represents the program that a management evolved in the ever challenging market (Bordern, 1994). This paper will study the world -known and reputable airline company, Delta Airlines to approach the context of marketing of the U.S Airline Industry.
Question 1 answer: Customer relationship management is mainly about building relationships with a company’s targeted profitable customers and maintaining that relationship through delivering customer value, as in how a consumer perceives a certain product and values it enough to buy it rather than buying the competitor’s product, and delivering customer satisfaction where the product meets the exact expectations the consumer had actually expected from the product or more, but not less. Companies can build customer relationships at many levels, depending on the nature of the target market (Kotler and Armstrong, 1988). Companies with many low-margin customers can develop basic relationships by which a company doesn’t get to know it’s consumers
The sector is witnessing a radical change as traditional retail markets are replacing with new formats such as discounts stores, departmental stores, hypermarkets, supermarkets etc. In this competitive environment the retailers are more forced to concentrate towards Customer service & their satisfaction. In retail stores, the customer service is includes like counter service, billing the products, offer explanation to customers, providing them coupons, explain the product
D) Marketing Plan (4Ps) Marketing Mix (4Ps) • Product – Divide product into three categories for different market o High-end function, design, and price – to target high-end group. The function will feature the highest potential such as child protection lock, built-in coffee and toaster maker, rotisserie, new technology
6.0 Marketing Strategies There are different marketing strategies which can be applied for each component depending on organizational objectives or goals. Skillshare need to accomplish the precise equilibrium of the marketing mix to achieve its goals. Figure 1: The 4 Ps of Marketing Mix Marketing mix is an arrangement of four choices which should be taken before propelling any new product or service on the market. These variables are otherwise called the 4 P's of marketing. These four variables help the firm in settling on vital choices essential for the smooth running of any product / organization.
1. Explain to Mrs. Wen what CRM is and how CRM is different from traditional marketing. Customer Relationship Management (CRM) is a term that refers to practices, technologies, and strategies that organizations use to oversee and analyze customer interaction and information. This is done through use of the consumers’ lifecycles, with the objectives of enhancing business relationships with customers, helping with customer retention, and increasing profitability. It is basically a system created by the company to interact with its customers effectively and efficiently.
Business ethics also referred to as corporate ethics can be considered as either a form of applied ethics or professional ethics. Its purpose is to analyse ethical principles and also moral as well as the ethical problems that might arise in a business environment. Business ethic is applicable to all parts of business conduct and also takes into consideration the conduct of individuals and the business organizations as a whole. Business ethics can be divided into normative and descriptive discipline. For the purpose of this assignment, the Nestle Company has been chosen.
Superior quality and innovation are important to achieving superior customer responsiveness. The ability to satisfy the needs of your customers will allow for your company to stay ahead of your rivals. Customers will be more likely to choose a company if they feel like their voice or opinion is being heard. Another part of this building block is the customer response time. Customers want their products quickly, so ability to deliver the product or service at a quicker rate is important.
CASE STUDY HINDUSTAN UNILEVER- TRANSFORMING A BRAND INTO A SOCIALLY RESPONSIBLE LEADER. 6/30/2015 Amity International Business School Aditya Agarwal A1802014167 Faculty Guide- Dr. Kokil Jain Industry Guide-
First of all customer means A person who buys goods or services from a shop or business, loyalty means the state or quality of being loyal, faithfulness to commitments or obligations. So Customer loyalty is the key objective of customer relationship management and describes the loyalty, which is established between a customer and companies, persons, products or brands. “Customer loyalty is an essential aspect in any organization whether it is offering a good or providing a service. “Many organizations are looking for various ways to increase their customer loyalty as it has a positive effect on the profitability of the organization.” (Gremler 1996: 171, Abdullah et al. 2000: 826).The individual market segments should be targeted in terms of developing customer loyalty.
Strategic marketing is a broad and practical subject which included the concept of marketing subjects of previous semesters such as business marketing. The study of this subject has contributed to marketing knowledge in many ways, as well as it has strengthened my skills in application of marketing concepts. My knowledge was increased that I was able to develop a complete strategic marketing plan of not only on the part of marketing analysis or strategy of a product or service, but also the whole corporate plan. My skills and capabilities that were developed and integrated during lectures and tutorials include the analytical skills, coordination skills, presentation skills, organization skills, etc.
The earlier opinion stated that a business cannot be ethical, but this opinion is not used anymore in the modern business. Today business has belief that they must be responsible for social since they live and operate within a social structure. The key factors that make business ethics is important at the quarter of the 20th century are corporate social responsibility, corporate governance, and globalized economy. The culture of an organization, or else we can call it as the philosophy of an organization which is related with ethics have a great relationship with the performance of a business in long and short term. As a business is manage by human being, the people who manage a business