BHO1171 : Marketing -What Do Marketer Do - Assessment Answer

Marketing Assignment Help

Case Scenario/ Task

Marketing Mix Principle: Principle of marketing mix is used to develop marketing strategies like product, price, place and promotion for service and consumer goods. Consumer goods and services are mainly of four types that are convenience, shopping, specialty and unsought. So, for each category, different marketing strategy is used by the marketer. Like, for convenience services (haircuts), in-store displays are used to distribute or promote the services (Armstrong, Adam, Denize and Kotler, p.49, 2014). Service marketing strategies consider reliability, warranty, repair and maintenance, while product strategies consider their physical attributes.

Similarly, for shopping goods like Color TV, major home appliances, personal selling is used for the promotion. For shopping services like family doctors and car repairs, warranties and post purchase services are offered to promote the service use among the consumers as a promotional strategy.

STP Principles: Marketing principle of STP is used to develop strategies like segmentation, targeting and positioning for services and consumer goods. For example, in case of specialty consumer goods and services, brand uniqueness is used to position the offerings in the minds of consumers (Armstrong, Adam, Denize and Kotler, p.182, 2014). The criteria used for STP strategies are different for service and consumer goods.

Role of Marketer

A marketer plays a central role in attaining the goals of the organization by developing strategies including advertising, promotion, sales promotion, personal selling etc. A marketer acts like a decision-maker, communicator, problem solver and coordinator for the organization. A marketer also plays the role of a liaison between the organization and consumers to deliver or transfer the information valuable for both the parties.

Contribution of Marketer

A marketer contributes the organization’s direction by acting as the communicator between the organization and the customers in terms of understanding the needs and expectations of the customers. The marketer also develop customized product and service offerings to better fulfill the needs and expectations of the target market. It helps the organization to achieve their marketing and financial goals on time (Armstrong, p.30, 2014). A marketer also provides his/her creative ideas to bring a new product or service in the market for the customers. It helps the organizations to maintain their competitive advantage and grow further. By organizing events, conducting promotional activities like trade shows, free trails, quiz etc, marketers sell the goods and services offered by the organization to the consumers. It helps the organization to satisfy the needs of consumers. Marketers also spread a positive word of mouth for the organization.

Challenges

Technological Innovation: Under technological innovation, marketers are facing challenges of keeping a pace with fast changing technology at local and international level.

Figure 1.1: Technological Innovation (Magee, 2016)

Collaborating Economy: Under globalized business context, economies are also connected. So, marketers have to improve their internal collaborations with other companies (Magee, 2016).

Talent Hunt: Marketers are also experiencing lack of talented workforce to fulfill the needs of local and international business divisions.

Customer Centricity: Understanding consumer needs is becoming challenging due to increased use of holistic view of user-friendly services.

Cyber Security: Marketers are also facing challenges of protecting the business due to increasing cyber crimes like data theft etc.