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Foundations of Marketing

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"What is marketing"? Think back to your impressions before you started this class versus how you would answer now that you've started reading the textbook. Is marketing all about sales and profits, or is it about advertising or public relations, or is it about something else?

Share your point of view about the meaning and role of marketing and customer relationship management. To explain, try to think of examples of companies you have relationships with -- dry cleaners, a candy bar company, insurance company, or restaurant chain? Why do you keep going back (or why not)?

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The response addresses the queries posted in 1980 Words, APA Reference

Foundations of Marketing

Introduction

For today's businesses, change is a very common phrase. What was in vogue yesterday is out of fashion today; what is in vogue today will not be in fashion tomorrow. This concept applies equally well to business. Firms which do not change their marketing activities and adjust themselves to market trends will go out of business in no time. In the words of Don Esslemont and Tony Lewis, theory of marketing has been emerged after the revolution of industrialization (Esslemont & Lewis, 1991, pg. 1). A young child tries to persuade his mother to buy a candy for him, a politician tries to convince people to cast their votes in his favor, or a person tries to persuade an employer to hire him are all practicing marketing.

Marketing

In a moral formal setup, business and non-business organizations are also involved in marketing. The products that are marketed can be goods or services. A place, an idea, an individual or even a cause, can be marketed. Many management thinkers consider marketing to be most critical function of a business. In a business organization, the marketing division generates the revenues essential for the survival and growth of the firm, the finance department manages these revenues and the department like R&D, production or manufacturing uses them to create products and services. But the real challenge to the markets lies in generating those revenues profitably, by satisfying customers in a socially responsible manner (Esslemont & Lewis, 1991, pg. 1). High sales and revenue of Wal-Mart is mainly the result of its successful marketing. Relationship marketing strategy of Wal-Mart is one of the main reasons behind its success and its wide range of customer database.

In a simple manner, marketing can be defined as a procedure of planning and implementing conception, pricing, distribution, promotion of products, exchanges of ideas, goods and services in monetary terms to satisfy the goals of organizations and individuals (Rapacz & Reilly, 2008). Marketing deals with products. A product can be goods, services or an idea. Marketers must adopt different marketing approaches when selling intangible products as they have no physical form.

For example, Cherry Mash, a famous candy bar company of America produces its products (Candy Bar) according to taste and preference of the children. Marketing of these candy bars is also based upon the needs and demands of the people. A marketing transition is one in which the buyer and the seller, irrespective of the nature of the product, experience mutual satisfaction. They sell the product and make profits on the purchase of the buyer and subsequent consumption of the product.

Concept of Marketing

Different organizations have distinct perceptions of marketing. It has been analyzed by the researchers that the concept of marketing is not base on a single aspect of selling or exchange or production or product. It is the combination of these entire concepts. Marketing starts with identifying customers need and wants and ends with satisfying them through a coordinated set of activities that also allows a firm to achieve its own goals. Awareness of this fact gave rise to the marketing concept.

The marketing concept embraces all the activities of a firm. It aims at matching the companies offering with customer needs, to achieve the desired level of customer satisfaction in generating profits for the company (Rapacz & Reilly, 2008). The marketing concept is based on the belief that the companies planning and ...

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The response addresses the queries posted in 1980 Words, APA Reference

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This solution shows how to put together a media plan for The Woodland Foundation by developing and presenting the brand in a Power Point Presentation.

To deliver an effective media plan, you need to tell and present a consistent story. To ensure there is consistency across the organization, you need to create a communications guide or handbook. The Foundation staff will need to be trained on using the handbook and management must endorse and enforce it. The handbook should include guidelines and examples of the following elements and features:

WF brand

Brand logo with examples of how to use it in every client communication - templates for letterhead, business cards, brochures, PowerPoint slide layouts, web page layouts, research papers, billboards, CD labels, email layouts, etc.
Color palette (including color schemes for graphs)
Typeface(s) to use in all media (include when bold, italics, underlining are used or not)
Photography library and clipart
Guidelines for radio and TV ads
Guidelines for sales promotion items (coupons, premiums - hats, clocks, cups, etc.)
Guidelines for call center automatic answer and staff answer
Guidelines for press releases, and
Any other pertinent information that would be useful to staff.
Include at least one element that will be marketed differently to individuals and business (conference center) clients.

Group portion: Come to a consensus on your overall approach to developing these materials. In addition, develop recommendations for a training program to teach the staff how to use the handbook and the approval process for producing any communications.

Individual portion (powepoint format 5-7 slides) - Prepare a presentation outlining guidelines, justification, and design for one of the elements featured in the handbook. Use the approach generated during the group discussion.

Sophistication of the graphic design is not a priority at this point, but some attempts should be made to describe or present graphic elements that will be appealing to the target audience.

background for organization:

The Woodland Foundation (WF) is a nonprofit organization dedicated to the protection and promotion of the Woodland Nature Center. Several families who donated their neighboring farms to the local park district established WF 50 years ago.
Recently, WF completed their first business plan with the park district. The plan was undertaken to determine why visitors to the Woodland Nature Center have declined and what changes would be needed to bring them back. The plan includes improving the nature center's buildings, hiking paths and interpretive signage, and program offerings.

To deliver an effective media plan, you need to tell and present a consistent story. To ensure there is consistency across the organization, you need to create a communications guide or handbook. The Foundation staff will need to be trained on using the handbook and management must endorse and enforce it. The handbook should include guidelines and examples of the following elements and features:

WF brand
Brand logo with examples of how to use it in every client communication - templates for letterhead, business cards, brochures, PowerPoint slide layouts, web page layouts, research papers, billboards, CD labels, email layouts, etc.
Color palette (including color schemes for graphs)
Typeface(s) to use in all media (include when bold, italics, underlining are used or not)
Photography library and clipart
Guidelines for radio and TV ads
Guidelines for sales promotion items (coupons, premiums - hats, clocks, cups, etc.)
Guidelines for call center automatic answer and staff answer
Guidelines for press releases, and
Any other pertinent information that would be useful to staff.
Include at least one element that will be marketed differently to individuals and business (conference center) clients.

Group portion: Come to a consensus on your overall approach to developing these materials. In addition, develop recommendations for a training program to teach the staff how to use the handbook and the approval process for producing any communications.

Individual portion (powepoint format 5-7 slides) - Prepare a presentation outlining guidelines, justification, and design for one of the elements featured in the handbook. Use the approach generated during the group discussion.

Sophistication of the graphic design is not a priority at this point, but some attempts should be made to describe or present graphic elements that will be appealing to the target audience.

background for organization:

The Woodland Foundation (WF) is a nonprofit organization dedicated to the protection and promotion of the Woodland Nature Center. Several families who donated their neighboring farms to the local park district established WF 50 years ago.
Recently, WF completed their first business plan with the park district. The plan was undertaken to determine why visitors to the Woodland Nature Center have declined and what changes would be needed to bring them back. The plan includes improving the nature center's buildings, hiking paths and interpretive signage, and program offerings.

WF has decided to focus program development on teens and young adults who are not served by regular park programs. WF co-sponsors family programs with the park district with the objective of creating life-long conservation minded citizens. WF's program goals are to create activities that become "traditions" that all participants cherish and attend annually.

You are WF's new marketing director and are tasked with developing the integrated marketing strategy. Two sacred program offerings must be promoted - and hopefully - expanded in content and attendance.

There is no program for volunteers. So, all work is completed by the WF board or park district employees. The membership database is a list of names in a word processing document. And there has not ever been any informal or formal market research conducted. A new concert series and recent art exhibits were not evaluated to know whether the attendees would like to see more of these programs. In fact, the success of any of WF's programs is not known.

Fortunately, you are not inheriting any media contracts or legacy advertising programs. You need to determine what media mix will appeal to your audience, and then develop the action plan to implement the media plan. Your goal is to use an integrated marketing strategy to achieve the following vision.

By the year 2012, with the support of the local park district, the town's citizens, and generous donations to WF's capital campaign, WF will grow into one of the nation's premiere conservation areas. Specific goals include:

Facility: WF's buildings will be transformed into a handsome complex of meeting rooms, exhibit galleries and assembly spaces. The architecturally significant home will be restored and become a popular retreat location for the region's non-profit leaders and corporate executives. Business function attendees will return with their families and friends to enjoy the center's quiet beauty.
Programming: In collaboration and with the support of the local park district, lectures, conferences, musical performances, art shows and other activities in the facilities will attract visitors and devoted supporters.
Education: Expanded classroom facilities in the original buildings will accommodate a growing number of environmental education offerings for school children from the town.
Community: The Woodland Foundation will be an important player among the region's nature-oriented institutions. WF's energetic volunteers have launched several successful special events.

Please alert if further credits are required as would need to post as additional posting if required.

Deliverables are the following:

The individual portion deliverables were provided as the following:

To deliver an effective media plan, you need to tell and present a consistent story. To ensure there is consistency across the organization, you need to create a communications guide or handbook. The Foundation staff will need to be trained on using the handbook and management must endorse and enforce it. The handbook should include guidelines and examples of the following elements and features:

? Brand logo with examples of how to use it in every client communication - templates for letterhead, business cards, brochures, PowerPoint slide layouts, web page layouts, research papers, billboards, CD labels, email layouts, etc.
? Color palette (including color schemes for graphs)
? Typeface(s) to use in all media (include when bold, italics, underlining are used or not)
? Photography library and clipart
? Guidelines for radio and TV ads
? Guidelines for sales promotion items (coupons, premiums - hats, clocks, cups, etc.)
? Guidelines for call center automatic answer and staff answer
? Guidelines for press releases, and
? Any other pertinent information that would be useful to staff.

Include at least one element that will be marketed differently to individuals and business (conference center) clients

Prepare a presentation outlining guidelines, justification, and design for one of the elements featured in the handbook.

This should encompass a graphic design (logo) for the company that will attempt to describe or present graphic elements that will be appealing to the target audience.

It should also encompass - 5-7 slides with notes on one of the above topics (the choice of topic is yours but please alert which topic you so choose so it can be notated accordingly)

Slide instructions

3-5 bullet points per slide -

1. Please pay attention to the number of slides/notes being asked for submission of the task. Please do not fall short of the requirement or submit too many slides.

2. The number of slides required does not include the title slide and the references slide(s).

3. First, you need to plan the content of your slides so that you know how you should prepare your notes. The purpose of the notes is to explain the thinking/reasoning behind each bullet point on each slide.

4. As a rule of thumb, you should figure on a minimum of 3-5 sentences of notes for each bullet point in your slide. You may, of course, submit something longer, but anything shorter than this will typically not do the job.

This is a task which can be interesting and creative - no more than 10 percent should be pulled from outside sources. It should be a task compiled from inner creativity, knowledge and backed up with references and facts. Thus, one should avoid paraphrasing too much throughout the task. It should showcase your own creativity and be coupled with reference. At least 85% of the work should be your own ideas and thoughts backed up with references and facts. Wikipedia should not be utilized as it is not an accepted source by the institution. Please verify there are no spelling or grammar errors and be aware the content conforms to the deliverables and flows and that all information is properly cited both in text and end of presentation according to APA format. And most of all have fun with this task.

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