Five Marketing Management Orientations: Marketing, Promotion And Marketing

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In this essay, we are going to define marketing nowadays, discuss the five marketing management orientations and give explanation for which one is the generally used by today's society. People consider marketing only as promotion and advertising. Nowadays, we identify marketing as the method by which businesses generate value for consumers and build well-built consumer connections so as to capture value from consumers in reply. (Kotler, et al., 2011) Marketing management orientations are several marketing perceptions that concentrate on different methods to make, generate and promote goods to consumers.[1] There are five alternative approaches under which organizations design and carry out their marketing strategies: the production, …show more content…
The 4Ps form a typical marketing mix. [4] It comprises everything the company can make to affect the demand for its products. It consists of four groups of factors known as 'the four Ps': product, price, place, and promotion. Product indicates the mixture of goods and services the business presents to the intended market. Price is the quantity of cash consumers should pay to acquire the product. Place takes account of the company activities that let the product be accessible to intended customers. Promotion denotes activities that deliver the qualities of the product and convince target consumers to purchase it. A successful marketing plan combines the entire marketing mix aspects into an integrated marketing plan that aims to accomplish the company's marketing goals by providing value to customers. The marketing mix comprises the company's strategic tools kit for establishing strong positioning in intended markets. (Kotler, et al., 2011) Kellogg balances the 4Ps by offering a wide range of popular products and regularly introducing exciting new products to the market (Product), pricing its products to ensure that customers receive the best possible product for their money (Price), help ensuring its products are available wherever shoppers are, from supermarkets, to the internet or on-the-go, and by understanding shopper …show more content…
[6] Kellogg’s was one of the first companies to print nutrition labels on its covering and, in 2007, was amongst the first companies to print Guideline Daily Amounts (GDA) on its products to notify people about the food they are eating. 'Product positioning involves establishing a unique position for the product in the mind of consumers'. (Rogan, 2007) [6] Today, Kellogg's marketing plan focus on a mixture of five aspects: nutrition and wellbeing, flavor, suitability, cost or value, and excellence. (Michman, et al., 1988) Kellogg has effectively positioned some cornflakes products as fulfilling fitness and nutritional needs. The company had successfully changed the concentration from a growing children's product to a comprising grown-up breakfast food by promoting nutritional advantages. [5] One of Kellogg's leading competitors is General Mills. Kellogg's strategy is to achieve top-line development, assess efficiency and investments, reinvest in the business, and implement economic model and assess strong investor profits. [3] On the other hand, General Mills's strategy is to make people in their priority, build an innovative culture, serve food passionately, gain confidence from people and deal with the world carefully.

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