PRINCIPLE OF MARKETING

ASSIGNMENT
ABSTRACT:

An effective marketing strategy is critical for every company's prosperity. Advertising, in its
simplest basic aspect, is the act of disseminating prospective clients regarding your goods and
solutions & why they might select your firm. Marketing concepts have existed for generations.
The 4Ps of the marketing mix are four fundamental marketing ideas. You may build a balance
that enhances product acceptability within your target demographic by mixing these four criteria
in different methods. They are interconnected & help to improve or integrate all parts of a
marketing plan. The marketing mix is changeable, allowing the marketing organization to
concentrate on each area as needed based on marketing conditions & what is best for the unique
customer. The 4 key marketing aspects are product, price, place, and promotion. We selected
Kyocera Unimerco A/S Denmark for this Assignment. We assess every aspect of this in the
sections below.
Risk: Because the Group has businesses & operations in many countries, earnings, working
capital, or ownership are influenced by currency exchange prices or rate of interest movements.
In general, the Group doesn't manage operational exchange risk or currency swaps associated
with investments in affiliates and associated operations. The Group does not engage in currency
or interest-hedged speculation. The Group's liquidity risk is minimal due to its strong ownership
proportion, funds on hand, as well as availability to institutional financing inside the Kyocera
Group if necessary.

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Table of Content Page No

CHAPTER 1: LEARNING OUTCOMES

Principles And Theories Of Marketing. 3

Buyer Behavior And The Impact On Marketing Decisions. 3

Benefits And Limitations Of Alternative Marketing Strategies 4

CHAPTER 2: INTRODUCTION

Microanalyses Of Chosen Company. 5

Buying Behavior And A Target Profile 5

Benefits And Limitations Of Alternative Marketing Tactics. 6

Conclusion For Company’s Future. 7

CHAPTER 3: MAIN SECTION

Microenvironment Of The Organization. 8

Analyze Buying Behavior On Marketing Decisions. 10

Marketing Tools, Including The Marketing Mix 11

CHAPTER 4: RECOMMENDATION AND CONCLUSION

Closing statement
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CHAPTER 5: BIBLIOGRAPHY

Citations and Referencing using the Harvard method 14

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CHAPTER 1: LEARNING OUTCOME

Demonstrate A Critical Understanding Of The Key Principles And Theories Underpinning

The Practice Of Marketing.
Well-known marketing professor E. Jerome McCarthy initially published the 4 Ps in his book
Basic Marketing: A Managerial Approach. Even though the framework's roots go back to the
1940s. It would be foolish to dismiss these guidelines for operating and advertising your
company because of their age (they've been around for over 60 years).
The 4Ps not only provide the primary areas of emphasis when introducing a new brand but also
the factors that are crucial for marketing that brand to a larger audience. There are four basic
tenets of marketing, and they are as follows:
In business, the product is what customers buy, therefore it's important that it's something they
want and need. (Bajana et al., 2021)
The key to success in business is finding the optimal price, one that maximizes profits without
alienating customers or causing the company to go bankrupt.
In this context, "place" refers to the channels and locations via which you distribute and sell your
wares. The most apparent part of marketing is promotion, which includes things like
advertisements, sales, and discounts.
The 4 Ps developed through time, as should your marketing plan. There has been a widespread
agreement since the 1980s that the 7 Ps represent a refined version of the principles well-suited
to the present day. Boom and Bitner, two marketers, came up with the three additional Ps as a
strategy to deal with the intangible aspects of marketing, in part because of the shift toward
digital sales and services in recent years. These are the three new Ps:
One crucial consideration for a firm that runs mostly online is the human element, or rather, how
consumers interact with actual employees. The smoothness of the customer's journey from
learning about your brand to obtaining the goods or services is a measure of process.
(Bordovitsyn & Konstantinova, 2011)

Demonstrate Knowledge And Understanding Of The Influences On Buyer Behavior And

The Impact Of The Environment On Marketing Decisions.
Consumer behavior is a term that is used in the field of marketing to describe the analysis of
individual and collective patterns of decision-making regarding the acquisition, use, and disposal
of goods and services, as well as the psychological, physiological, and behavioral responses that
are associated with these decisions. In other words, consumer behavior refers to the study of
individual and collective patterns of decision-making regarding the acquisition, use, and disposal

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of goods and services. Researching the routines of consumers is frequently referred to as
consumer behavior.
In today's highly competitive business world, it is essential for marketers to have a solid
understanding of the desires and requirements of their target audience, in addition to their
spending patterns in terms of both time and money. As a result, marketers need to have an
understanding of the elements that impact the purchase decisions of customers. Analysis of
consumer behavior is an interdisciplinary field that draws on several fields of study, including
but not limited to the following: Anthropology (particularly social anthropology), ethnography,
finance (including behavioral finance), advertising, sociology, & psychology are some of the
disciplines studied. The study of consumer behavior allows for the examination of a wide range
of factors, including demography, lifestyles, attitude, and traits including such as product
support, company devotion, usage levels, consumption frequency, and external factors, as well as
a proclivity to recommend.

Critically Evaluate The Benefits And Limitations Of Alternative Marketing Strategies And
Tactics In Various Contexts
The Benefits Of A Well-Planned Marketing Campaign
Multiple tasks might distract you. You need a marketing strategy to properly interact with
potential customers and disseminate your message. Regardless of your marketing campaign, you
will lose money without a viable sales channel and optimized conversions.
Customers have different needs, therefore one-size-fits-all marketing seldom works. You may
avoid wasting time and costs by combining online and offline marketing and utilizing all media.
Keep on track by studying statistics and customer preferences.
To convince customers that your company's offering is better, highlight your differences. A
marketing strategy may help you identify your unique selling proposition (USP).
Restrictions on a Marketing Approach
 Plan Damage
This area involves money, but also people and time. Smaller firms may struggle with this, so
examine what investments they can make regardless of the outcome.
 Marketing plans may fail.
Unexpected challenges might derail care plans. Despite a good strategy and a skilled team,
certain circumstances are uncontrollable. If your marketing approach isn't working, you
squandered time. Months might be lost. You'll have setbacks, but the true test is how fast you
rebound.

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CHAPTER 2: INTRODUCTION

Perform Critical Microanalyses That Are Relevant To Your Chosen Company.

The term "microenvironment" is utilized to define the obvious physical environment of a firm
that has a direct influence on its everyday activities. The term "environment" relates to the
collection of outside components, such as political, economic, technological, and social
pressures, that surround a company and have the potential to affect its operations and
performance. The 6 characteristics of the microenvironment are the firm, vendors, advertising
intermediates, rivals, the broader audience, & consumers.

Critically Analyze The Buying Behavior And Develop A Target Profile To Demonstrate An
Understanding Of Influences On Marketing Decisions.
Knowing your audience will help your marketing efforts. Businesses identify consumer groups
with similar needs to deliver a more personalized service. Most of your target audience will
purchase your products. (Bajana et al., 2021)
In advertising and labeling, demographics are crucial. They know a brand's raison d'être and
utilized it to ensure it fits its target demographic's wants. This article discusses how
demographics affect marketing. A tool for restricting your audience and identifying takeaways.
As you target your ideal consumers, you'll realize how important marketing is. Demographic and
psychographic data help determine your audience. These tools concentrate on detecting non-
customers, not the opposite. (Bordovitsyn & Konstantinova, 2011)
Psychographic segmentation involves many perspectives. Physically active women who value
new experiences are more likely to possess these products than women who want to be
pampered. Psychological profiling helps restrict target demographics. As your target audience
becomes clearer, so does your brand's capacity to engage with it. Create a detailed character for
your readers to discover more about them. By studying the issues, you address for customers,
you may predict who will identify with your brand. Providing rich character descriptions is key
to engaging readers. You may learn more about their story and how your business might assist
them by empathizing with them than by reading about it.
Strategic marketing begins with identifying ideal clients. Focusing on your present customers
may boost your chances of a repeat transaction. Focusing on one market segment lets you
allocate resources where they'll be most profitable.

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Critically Evaluate The Benefits And Limitations Of Alternative Marketing Strategies And
Tactics.
 Concentrate
As a business owner, you're undoubtedly overwhelmed. Working on your marketing strategy
might be relaxing. You'll better understand your message and reach a bigger audience. This will
help you organize and focus. Regardless of the effectiveness of your marketing approach, you
will leave money on the table if you don't have an efficient sales funnel and maximize your
conversions (Winston, 2022).
 Catering to Groups
An integrated marketing strategy may help customers remember your brand across all media.
Developing an online and offline marketing strategy may help your company integrate. You may
grow your company online. If you're successful online yet attached to your present location, you
may wish to move. A marketing strategy provides you with more control over your business's
product and service distribution.
 Discovering your company's unique selling proposition.
Successful advertising campaigns aim to build a recognizable brand. Explaining your product's
merits may help you win over customers. A marketing strategy may help you discover and
promote your USPs (Winston, 2022).
 Starting is difficult.
Creating a marketing strategy may be vital to a company's long-term success, but also has
downsides. Starting is challenging. Even with a fresh idea and a competent team, success isn't
guaranteed.
 Cost
Good marketing strategies that cost time, money, and resources may be depressing for a small
company.
 Negative You'll Seem Weak.
A marketing plan may help you recognize your business's weaknesses. This is difficult and may
hurt corporate objectives. Poor data analysis may lead to inaccurate financial estimates and
marketing missteps.
 Business, Needs
Whether you design a marketing strategy or not, you should have all the information you need.
Marketing plans might be effective if you undertake a thorough analysis. In the early phases of a
firm, doing things slowly and making tweaks may be just as effective. You decide.

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The Research Report Will Culminate Into A Conclusion Answering The Problem
Statement And Set Of Clear Recommendations For Your Focus Company To Utilize In
The Future
Case studies may help express viewpoints. This work has several applications. This has helped
some professionally.
An outstanding example may provide professional insight. Case studies of a company's problems
and solutions are feasible. This shows an average weekday.
Case studies help individuals communicate and solve difficulties in real life. They'll learn to
analyze their performance objectively and spot problems. When these variables are present, a
person's future success depends on how well they've learnt from prior mistakes.
Anyone may find themselves in the business world. They're sometimes effective, sometimes not.
Problem-solving and effective decision-making is key to success.
Historical occurrences may be used to examine business difficulties and their remedies. Some
individuals remember instances when they were trying to create something new or solve a
problem. Their plan may have been different. They'll use these talents in future jobs.
They may want to provide facts methodically. They may want to build a situation at some time.
They may want to share their travels to help others make and execute plans.
Their inventiveness may help others. They may also make a difference by implementing what
they've learned. Many sites might need a new viewpoint.

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CHAPTER 3: MAIN SECTION

Ability To Critically Analyze The Microenvironment Of The Focus Organization.

 Micro Environment
The company's internal environment is known as its "microenvironment." This is because the
company's success is directly linked to the state of its immediate surroundings. They have a
stronger connection to the business than do broad societal trends. (2014)
The microenvironment is the immediate surrounding area, therefore let's examine some of its
most crucial and ubiquitous features of it. It's important to note that these components vary from
one company to the next. However, the following are commonplace in almost every business.
 As a Business,
Marketing management should include input from a variety of areas when designing advertising
approaches, such as top administration, economics, administration, human resource, R&D,
accountancy, and others. Managers in control of marketing must work directly with customers
even though it will allow for the formulation of a much more complete strategy & goals.
Additional departments like manufacturing, financial, law, or HR are entrusted with learning
about and meeting consumers' demands and expectations, with advertising acting as the trigger.
 Suppliers
Suppliers perform an important part in the performance of whatever organization when it regards
offering worth to clients. They provide the basic resources, components, devices, or services that
a company needs to function. Each company’s performance is significantly reliant on the
reliability or reliability of its vendors. When it comes to marketing, managers need to be able to
control both supply and price. Shortages or delays in supply due to natural disasters or other
occurrences may hurt sales in the near term and irritate customers in the long run. (Bordovitsyn
& Konstantinova, 2011)
 Mediators in the Field of Advertising
Marketing intermediaries are also part of the firm's content distribution ecosystem. The word
relates to the individuals and firms that help a company promote its goods to prospective
customers. To locate additional customers, the corporation may engage mediators (sellers or
traders), physically distributing organizations (including such warehousing or transporting
businesses), or marketing services providers (including such industry study & advertisement
organizations).
 Rivals
A corporation's rivals are its opponents in the industry in terms of its assets. To prosper, a
company should deliver extra value to its consumers than its competitors, according to the

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advertising concept. Advertisers must seek a chance to compete by carving out a unique
specialty for their items rather than just responding to the desires of their clientele.
 Community at large
Whoever with an interest in the company's product and who can have an impact on the
company's capacity to fulfill its goal is part of the public. The economic publics, journalism
publics, governmental publics, civilian public, internal public, local public, and general public
are the 7 publics recognized in a firm’s marketing environment.
 Client
Clients are the primary influencers in the Firms’ immediate surroundings. The whole content
distribution process is oriented toward recruiting & maintaining its target clients. As a business,
you may choose to focus on one of five distinct consumer markets. In this sense, we mean
domestic and foreign markets, as well as marketplaces catering to consumers, businesses,
governments, and resale.
12000

10000

8000

6000

4000

2000

0
Business to Business trade Social Media Marketing Product Marketing

Overall Cost of the Campaign Cost Per Lead Average Spend Per Customer

Figure 1. Kyocera Unimerco A/S Denmark Campaigns/Cost In ($)

Campaigns/Cost In ($) The Overall Cost of the Cost Per Average Spend Per
Campaign Lead Customer
Business To Business 10000 600 2000
Trade
Social Media Marketing 6000 500 4000
Product Marketing 9000 800 6000

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Ability To Critically Analyze The Buying Behavior And Develop A Target Profile To
Demonstrate An Understanding Of Influences On Marketing Decisions.
You may learn more about your clients' purchasing habits via a variety of market research
strategies. To do this, you may either utilize information your firm currently has, such as sales
statistics across various periods or client demographics, or you can undertake fresh research by,
for example, polling customers, introducing a focus group, or giving prizes to those who submit
questionnaires. (Thomas, 2019) You may look for trends in the following areas: the frequency
with which customers buy your product, the timing of their purchases, the location of their
purchases, and whether or not they engaged with any of your marketing materials before making
their final decision.
 Respond To The Purchasing Patterns Of Your Target Audience.
After learning how your consumers often make purchases, you may better target them with your
marketing efforts. Salespeople should be well-versed in the benefits of your product, and clients
should be able to find a wealth of information about the product on your website to facilitate
their research if they want to do so. (Bordovitsyn & Konstantinova, 2011)
Customers are more likely to make repeat purchases after being acquainted with a brand via
branding and advertising. When dealing with customers that want novelty, you may take the
opposite tack and give each product or line its own distinct identity. Your clients may be
engaging in dissonance-reducing behavior, in which case you should prioritize loyalty programs
or give outstanding service to the small subset of your clientele who purchases your product
blind.
 Benefit From What Has Already Been Collected
Using software or other automated sources, you may be able to analyze your sales data to
provide charts and summaries of your customers' actions. With the right software, you can speed
up the process of analyzing massive data sets. You might also check with other divisions within
your firms, such as buying, marketing, or sales, to see whether they are keeping track of demand
and client behavior trends. (2014)
 Make Use Of The Information You Have.
The results of consumer behavior studies have applications beyond marketing. As you get to
know your clients better and their wants and requirements, you may discover an unmet need or a
product line that may be replaced with something more appealing to your clientele.
New product placement closer to the checkout line of a business may be more effective if your
product is attractive to consumers who are buying on a whim or searching for variety.
Researching consumer purchasing patterns may help retailers hone their brand identities and
optimize the functionality of their physical locations.
 Creating a Marketing Strategy

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Before deciding on a marketing strategy, it's important to weigh the pros and cons of each
option. For now, plan pricing is the most important consideration. While it's true that putting
money into a brilliant advertising campaign could bring in a lot of new customers, doing so may
be out of the question due to the high cost.
 Distribution and marketing plans
When deciding whether or not to implement a certain advertising strategy, it is essential to weigh
the costs of potential distribution channels. Information may be disseminated via several
channels, such as email marketing. Although there is a low barrier to entry in terms of marketing
distribution, many ISPs have created spam filters to thwart unsolicited emails.
Third, "viral marketing" refers to the process of promoting a product through the use of word-of-
mouth.
"Viral marketing" is a form of advertising that has recently gained popularity in today's media
landscape. A well-planned or emotionally compelling campaign could quickly gain online
support using this strategy. Using social media sites like Facebook and Twitter, as well as
personal recommendations, are common approaches.
Although the rate at which information spreads cannot be controlled, a thorough presentation of
a product or service can make the use of a Viral Marketing strategy worthwhile.
Before committing to one marketing strategy or a combination of strategies, it is essential to
thoroughly investigate all of your options and consider the pros and cons of each. An advertising
strategy may be worthwhile if the advantages outweigh the disadvantages. However, the most
effective method of advertising is sometimes open to debate.
Advertisements during popular TV shows can increase exposure for a business, but they may
also turn off viewers who find the show's content offensive or inappropriate. Strategies that work
best for some people may not be well received by others, especially if they evaluate success by
different metrics. Therefore, one of the most important steps in developing a marketing plan is
selecting the appropriate approach for the target audience.

Marketing Tools, Including The Marketing Mix, Have Been Utilized In A Relevant Manner
According To The Focus Organization And In Direct Relation To The Problem Statement.
Marketing Mix:
A marketing mix is a collection of instruments that are utilized to promote or sell goods as well
as a commodity. Arranging an item to selling at the right time, place, & price. The item will
subsequently be sold via branding & promotional tactics. The marketing mix consists of four
components: products, price, place, & promotional. Marketing executives in the company create
a 4Ps-based marketing plan. Today's marketing mix includes additional Ps for expansion. (2014)

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4Ps of Marketing
 Marketing Mix Products:
An item is a commodity designed to suit the requirements of individuals or groups. Facilities and
materials may be abstract or physical items. Before manufacturing goods, do extensive research
because their life span differs from development to maturation to sales decline.
Development, stability, & sales decline are all part of the item life span. When sales fall,
marketing should reconsider their products to increase desire. It must make a distinctive &
distinctive impact on the game's clientele. "How can I provide a superior service than my
competitors?" is a popular query for marketers. This strategy increases the worth of a trademark
 Marketing Mix Price:
Cost is included in the marketing mix concept. To utilize a thing, a customer must pay its price.
The greatest significant marketing factor is pricing because it defines a firm's survival or
profitability. Relatively few changes in an item's pricing have an impact on marketing approach,
sales, or market desire. When evaluating item pricing, consider rival pricing, list price, customer
geography, discounting, terms of sale, and others.
 Marketing Place:
The importance of placing or transmission in the advertising mix cannot be overstated.
Buyers/customers must have unrestricted access to our products.
 Promotional:
It is a kind of promotional communication that emphasizes the features of an item. It is the
highest expensive & important component of the marketing mixture that assists purchasers in
purchasing things. To distribute their products or engage the audience, several marketers use
marketing tactics. Advertisement, lead generation, personalized advertising, sales promotional, &
so forth. (2014)

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CHAPTER 4: RECOMMENDATIONS AND CONCLUSION
Recap The Assignment Statement And Main Points. Present A Closing Statement Of Your
Position
When times are tough, the first thing that gets cut is marketing. As a result, businesses need to
adjust their marketing strategy. While marketing strategy as a theory remains steady no matter
the state of the economy, the implementation of such plans must adapt in times of recession.
We've already discussed how marketing tactics change in times of prosperity and hardship.
Commonly, businesses will use a quick fix to try to get through a tough economic period. Long-
term benefits and prospects are often overlooked by these people. Reducing pricing and lowering
expenses are both short-term solutions that do nothing to support the development of the firm or
give meaningful protection against recession. We need to use cutting-edge value-based
marketing techniques. Action has to be taken ahead of time.
The above matrix summarizes potential approaches and their relative relevance. A strategy of
"pile it high, sell it cheap" may be effective in providing a quick solution, but it is not conducive
to sustainable development. In times of immense instability and the pursuit of new chances,
innovation is the key to weathering the waves of recession and coming out ahead of the
competition.

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CHAPTER 5: BIBLIOGRAPHY

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