Marketing Analysis : Starbucks, Costa And Union Cafe Essay

2228 Words May 9th, 2016 9 Pages
Marketing is regarded as a core dimension for companies to deeply understand customers and deliver satisfaction. Marketing is defined by the American Marketing Association as “the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organisational objectives” (Gundlach,2007). However, in 2013 the American Marketing Association redefined that “marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large” (The American Marketing Association, 2013). Hence, marketing may not seem so simple, otherwise, why would the American Marketing Association need to redefine the concept of marketing? This essay will focus on consumer behaviours, marketing research, segmentation, marketing mix theories to illustrate why marketing seems simple but is, indeed, complex. In addition, the case study of Starbucks, Costa and Union café showcases how companies build customer loyalty, and how the benefits offered differ from their competitors. This will be used to show the complexity of marketing.
Marketing problems may more complex for companies to fix even among 50 years. In Marketing Myopia, Levitt demonstrates that the majority corporations may think marketing is just for increasing the sale of goods and hence making a profit (Levitt, 1960).…

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