Marketing Essay - 1375 Words

Marketing Essay (Essay Sample) Content: Marketing EssayNameCourseProfessorUniversity StateDateMarketing EssayMarketing is a science of targeting the markets for the products through market segmentation and analysis, understanding the buying behaviors of the consumer in order to provide the superior value of customers. Marketing has been changing on every day due to the rapid globalization, competition intensity, changing profiles of consumers, and change of information technology (Kotler Keller, 2006). The survival of the company in the economic market is by producing the goods and services that people demand and can afford to buy. The consideration of the customer needs and satisfaction is known as customer orientation. However, this marketing essay is focused on discussing the customer orientation of a given organization in marketing mix context. The write-up also discusses two marketing mix elements by illustrating it with products and brand examples. In the current world, the marketing concepts foc used on the customers are the major marketing approach that strategically helps an organization to achieve the goals of selling. The concepts essence is more importantly to know the customers, as the company achieves to satisfy the expectations of their stakeholder. This is also accompanied by their profit maximization motives. Such stakeholders include customers, suppliers, government, managers, and employees.Moreover, the focus of the organization is to achieve effectively the environmental advantages by being flexible on the changing environmental factors, in order to have strong marketing functions. According to Kerin (2012, p.31), the combination of marketing activities helps the organization to neutralize most of the environmental influences that negatively affects the company. In this case, it is important for a business enterprise to be updated on the trending market changes in order to achieve their modern orientation techniques. In order to gain a competitive advantage, th e customer orientation of a company must be changed and the quality of products is increased (Filipovic Kostic, 2000). This forms a point of reference from where the company realizes the set goals and profits at large. Among the changes of customer orientation organization is team approach, which ensures that the company identifies the important chances and opportunities. Most importantly, it ensures that the organization founds adequate team to implement their objectives. The team approach also helps the company to improve quality of the products and services and realizing every activity towards solving an environmental and societal problem. The marketing managers lead such teams, where they oversee the implementation of basic conditions set to encounter the changing market in order to ensure the needs of the customers are fulfilled.The orientation includes having well-defined objectives, long-term dedications to customers, and the inclusion of employees participation in creating the market values. The demands of the customer are identified through customer driven approaches, product innovation approaches, and identification of market change. In consumer-based approach, all the strategic decisions of marketing are driven by consumers. In this method, all the strategies adopted by the organization must have passed the consumer research tests. The potential customers provide the nature and aspect of every product and they are the starting point of a new brand in the market (Lazich, 2010). In this approach, the company achieves their marketing objectives, as well as profit maximization because the products introduced in the market are readily acceptable by the consumer themselves. The advantage of this approach to the company is that they do not spend costs in developing and researching on the products that consumers are unwilling to buy. The companies following this kind of strategic approach avoid the commercial failures, even if it is technologically poor.Th e customer focused marketing method use a formal approach called SINA, that basically provide the renamed four Ps system in order to provide the focus of a customer. The four Ps in the model include the product, promotion, placement, and price. The occurrence of a single P in the model contributes failure in a given organization (Chekitan Schultz, 2005). This is because the competing companies to such organization easily identify its weakness, making it to be advantageous strength to gain the consumers nod. The business with such problem experiences the decrease of demand by the consumers on its products.The identification of market change is another approach where the organization updates their strategies concurrently (Solis, 2011). As a matter of fact, this is performed in order to meet the changing market demands or environmental change that results from the technological advancements in consumer perspectives, improvement of selling mechanisms, change of product costs, and the c ustomers taste of the product. It is worth noting that such changes must be promptly identified and well understandable to the company in order to ensure that every activity functions in the right way possible. However, the company needs urgent decisions to meet the new consumer demands and retain the existing potential customersThe identification of market changes and use of customer driven model helps an organization to introduce new products in the market that aims at fulfilling the market niche. This is through the innovation of new product and services, or branding of existing products that contain all qualities that are objected to fulfill the market demands. The introduction of the new products in the market must also consider all the four elements of the marketing mix.The company introducing the new product must successfully mix all the elements in the four Ps (Filipovic Kostic, 2000). This includes having the right product as demanded by the consumers, selling the products at the right prices, especially the price that can be afforded by the target customers. The product must be sold at the right place, especially the areas where it is highly demanded. In addition, the company must use the most suitable promotional approach in creating awareness of the product to the consumers. This includes informing the customers on the usage procedures of the product, and its benefits towards its consumption or usage.Choosing the right product in the market includes having the right characteristic features in order to meet the demands of the customer. For example, the introduction of smart phones in the global market must have the required features, physical look must also be good, and should be well functioning. According to the Bosshart (2006), the changing technological and environmental friendliness of the Smart phones have resulted Apple and Samsung to keep innovating new brands such as iPhones and Galaxies in order to meet the growing demands of the products . All the consumer needs are the right features including software and hardware properties, good functioning such as speed, and comfort that satisfies the users (Solis, 2011). However, failure by Nokia to introduce Smart phones in the market has pushed it back from its leadership in mobile phones manufacturing market.Moreover, the companies must also consider their prices marketing their brands in order to be stronger against their competitors. For example, Cheesecake Factory Restaurant lost their competitive strength in the competitive market due to the price of the brands. The company lost its market share because of the high costs of their products, which are more than 25 percent higher than the prices of their competitors products. Its competitors include McDonalds that dominates the A...

The Missouri Compromise Political Tensions Between the North and South - Free Essay Example

The Missouri Compromise was a response to the advancing of political tensions between the North and South territories. Whether Missouri would become a slave state, congress wanted an equal number of slaves and Free states. With the population continuously growing in the state by 1818 Missouri was able to request admittance into the Union. To keep tensions from rising any more than they already had, Congress decided on a two-part compromise. Granting Missouris request was the first part and admitting Maine as a slave state was the second. To keep both states happy and tensions from boiling over Congress also passed an amendment that drew an imaginary line across what is now the Louisiana, forming a boundary between free and slave regions. The Compromise also suggested that each states contribution would be determined by a few factors such as; size of their population, and the number of slaves included. Something the south was against, Southerners firmly believed that only their race mattered and was the only one that should be accounted for. They also felt that if their slaves were counted they would be taxed unfairly. The South was also extremely agricultural it was a part of how they made a living. The North being extremely industrial had a high no tolerance attitude toward slavery. They viewed it as being morally wrong, dehumanizing and unnecessary. The balance between the free and enslaved states would be destroyed. James Tallmadge, Jr., a representative from New York proposed two amendments to the Missouri State bill which took place on Feb.13, 1819. The first stopped all importation of slaves to Missouri. The second enforced an emancipation for the slaves already there. The House passed the amendments, along with strict regional voting lines, but the senate where representations of free and slave holding states were had other plans. The Senate rejected it without hesitation. ( There had been Congressional debates on the issue and it raged on for a year. Until finally the District of Maine, which had been originally apart of Massachusetts decided to request statehood. Kentucky native, Henry Clay the speaker of the house said that if Maine were to be admitted, then Missouri should be too. From this point states would be admitted in groups of two, one slave and one free. Senator Jesse B. Thomas from Illinois proposed an amendment allowing slaves bellow parallel 36 degrees, 30 minutes into the Lou isiana Purchase territory. Prohibiting anyone entering above that line. The Parallel line was chosen because it ran along the Southern border of Missouri. The Civil War ripped across the nation from 1861 to 1865 was the conclusion of the fiery uncontrollable diversification between the North and South. During this time, it was currently 11 slaves states and 11 free states. Congress knew the admission of a new state during this time would upset the balance they were so desperately trying to keep. Not only was slavery morally wrong as stated before, it also was an economic, social, and political issue which strongly completely divided the citizens of the nation. There was also another diverse issue that led up to the Civil War it was addressed through the Constitution which was not resolved and led to the debate between Federal and States rights. With the 1848 acquisition by the United States of land in the west end of the Mexican War, Southerners felt extremely threatened. Slavery had not been allowed in the Old Mexican territories and there was very little conviction for slavery there. Southerners feared that the new lands would come i nto the nation as free territory, so a Compromise came into place where California would be admitted as free state. The Missouri Compromise was repealed by the Kansas-Nebraska Act of 1854. The Southern majority had ruled that the Missouri Compromise was unconstitutional, and that Congress had no power to stop slavery in the territories on March 6, 1857. Three of the Southern justices also believed that African Americans who were once slaves or whose ancestors were slaves did not have the rights of a Federal Citizen. They also had no standing in court. For the time in the United States History, the Missouri Compromise seemed to be best logical explaining numbers between the states balances. For several years it worked just fine unfazed. No one had any idea of how quickly things would change or grow within the nation. The Missouri Compromise failed because it didnt ease or weaken the tensions caused by slavery. It was supposed to be a law that was passed to keep the balance and it did for a short period of time. There was even an amendment that had an imaginary line drawn parallel through the Louisi ana Territory just to divide the land. The Missouri Compromise is a huge part of American History that played a huge role in the Good Feelings Era. That Era was time when America stood for something other than itself. It was an Era of unity, understanding, and new-found purpose after the War of 1812.