Unit 4- Marketing Principles – Level 4
Table of Contents
Introduction 3
About Coca Cola 3
Benefits and costs of a Marketing orientation for a selected organisation 4
Macro and Micro environmental factors which influence marketing decisions 5
Propose segmentation criteria to be used for products in different markets 6
Choose a targeting strategy for a selected product / service 7
How buyer behaviour affects marketing environment activities in different buying situations 7
Propose new positioning for a selected product / service 8
How products are developed to sustain competitive advantage 9
How distribution is arranged to provide customer convenience requirements 10
How prices are set to reflect an organisation’s objectives and market conditions 11
How promotional activity is integrated to achieve marketing objectives 11
Additional elements of the extended marketing mix 13
Marketing mixes for two different segments in consumer markets 13
How and why international differs from domestic marketing 14
Conclusion 15
References 16
Web References 17
Introduction
This discusses the details of marketing principles and this assignment has considered Coca cola, a company which is in the soft drinks industry as the base. This includes evaluation of benefits and costs of a company being market oriented and the deviation from its core activities. Further this discusses the micro and macro factors that affect Coca cola and how the marketing decisions should be taken considering these factors. The segmentation aspect which is adopted in Coca cola is discussed here. And effective strategies adopted in a company lead the company to achieve competitive advantage is been highlighted in this assignment. Further Targeting strategies, buyer behaviours that impact Coca cola is been discussed along with proposition for new positioning of the beverages of Coca cola. The distribution also...