Marketing Dafination

The management process through which goods and services move from concept to the customer. As a practice, it consists in coordination of four elements called 4P's: (1) identification, selection, and development of a product, (2) determination of its price, (3) selection of a distribution channel to reach the customer's place, and (4) development and implementation of a promotional strategy. The term marketing has changed and evolved over a period of time, today marketing is based around providing continual benefits to the customer, these benefits will be provided and a transactional exchange will take place. The Chartered Institute of Marketing define marketing as 'The management process responsible for identifying , anticipating and satisfying customer requirements profitably' If we look at this definition in more detail Marketing is a management responsibility and should not be solely left to junior members of staff. Marketing requires co-ordination, planning, implementation of campaigns and a competent manager(s) with the appropriate skills to ensure success. Marketing objectives, goals and targets have to be monitored and met, competitor strategies analysed, anticipated and exceeded. Through effective use of market and marketing research an organisation should be able to identify the needs and wants of the customer and try to delivers benefits that will enhance or add to the customers lifestyle, while at the same time ensuring that the satisfaction of these needs results in a healthy turnover for the organisation. Philip Kotler defines marketing as 'satisfying needs and wants through an exchange process' Within this exchange transaction customers will only exchange what they value (money) if they feel that their needs are being fully satisfied, clearly the greater the benefit provided the higher transactional value an organisation can charge. P.Tailor of www.learnmarketing.net suggests that 'Marketing is not about providing products or services it is essentially about providing changing benefits to the changing needs and demands of the customer (P.Tailor 7/00)'

Introducing the Marketing Mix

The service marketing mix comprises off the 7ps. These include: Product Price Place Promotion People Process Physical evidence. Lets now look at the remaining 3 ps: . People An essential ingredient to any service provision is the use of appropriate staff and people. Recruiting the right staff and training them appropriately in the delivery of their service is essential if the organisation wants to obtain a form of competitive advantage. Consumers make judgments and deliver perceptions of the service based on the employees they interact with. Staff should have the appropriate interpersonal skills, aptititude, and service knowledge to provide the service that consumers are paying for. Many British organisations aim to apply for the Investors In People accreditation, which tells consumers that staff are taken care off by the company and they are trained to certain standards.

Process Refers to the systems used to assist the organisation in delivering the service. Imagine you walk into Burger King and you order a Whopper Meal and you get it delivered within 2 minutes. What was the process that allowed you to obtain an efficient service delivery? Banks that send out Credit Cards automatically when their customers old one has expired again require an efficient process to identify expiry dates and renewal. An efficient service that replaces old credit cards will foster consumer loyalty and confidence in the company. Physical Evidence Where is the service being delivered? Physical Evidence is the element of the service mix which allows the consumer again to make judgments on the organisation. If you walk into a restaurant your expectations are of a clean, friendly environment. On an aircraft if you travel first class you expect enough room to be able to lay down! Physical evidence is an essential ingredient of the service mix, consumers will make perceptions based on their sight of the service provision which will have an impact on the organisations perceptual plan of the service. .

A SWOT analysis is a strategic planning technique that involves scanning the internal and external business environment to determine whether a specific goal is attainable and what needs to be involved in achieving that goal.

1. Strengths
o

The "S" in SWOT stands for strengths, internal factors that are favorable to achieving the desired outcome. Strengths may include product patents, trade secrets, exclusive access to resources and company reputation.

Weaknesses
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The "W" in SWOT stands for weaknesses, internal factors that may interfere with achieving the desired result, including high overhead, lack of supplier relationships and poor reputation.

Opportunities
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The "O" in SWOT stands for Opportunities; these are external factors that may help in reaching the desired outcome, including new technologies, increased customer demand and loosened regulations.

Threats
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The "T" in SWOT stands for threats, external factors that may hinder the achievement of the desired goal; these include changes in customer preferences, intense competition in a particular market and governmental regulations.

ZTEAC 2726

Description:
Interface: USB 2.0
Convenient Plug & Play Support Voice, SMS, SMS group-sending & Micro SD card support up to 8GB Superior signal reception through Mobile Receive Diversity Handy & portable Support R-UIM CDMA2000 1x RTT / CDMA2000 1x EVDO Rev. A , 800 & 1900MHz Data service of up to DL 3.1Mbps/UL 1.8Mbps Windows 2000/ XP/Vista/7, Mac and Linux

Huawei EC 122

Description:
Interface: USB type
Convenient Plug & Play Support Voice, SMS & Micro SD card support up to 8GB Superior signal reception through Mobile Receive Diversity Handy & portable Support R-UIM &amo; ROM-UIM Supporting extra large phonebook CDMA2000 1x RTT / CDMA2000 1x EVDO Rev.A , 800MHz EVDO Rev. A data service of up to DL 3.1Mbps/UL 1.8Mbps Windows 2000/XP/Vista/7 and Mac

Huawei EC 167

Description:
Interface: Rotatable USB type
Convenient Plug & Play Support Voice, SMS & Micro SD card support up to 8GB Superior signal reception through Mobile Receive Diversity Handy & portable Support R-UIM & ROM-UIM CDMA2000 1x RTT / CDMA2000 1x EVDO Rev.A , 800MHz EVDO Rev. A data service of up to DL 3.1Mbps/UL 1.8Mbps Windows 2000/XP/Vista/7 and Mac

ZTE AC682

Description:
Interface: USB type
Convenient Plug & Play VIA CBP 7.0 Chipset Version Support Voice, SMS, & Micro SD card support up to 4GB Superior signal reception through Mobile Receive Diversity Handy & portable Support R-UIM CDMA2000 1x EVDO Rev. A, 800MHz Data service of up to DL 3.1Mbps Windows XP/Vista/7, Mac and Linux