Concepts

Running Head: MARKETING CONCEPTS

Marketing Concepts Paper Berleaner Bunch University of Phoenix

Concepts Marketing Concepts Paper "Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders" (Kerin, 2005). Marketing is a fundamental key to any businesses success and involves determining the needs, wants and desires of consumers and satisfying them to the best ability. "Most people think that marketing is only about the advertising and/or personal selling of goods and services. Advertising and selling, however, are

just two of the many marketing activities. In general, marketing activities are all those associated with identifying the particular wants and needs of a target market of customers, and then going about satisfying those customers better than the competitors. This involves doing market research on customers, analyzing their needs, and then making strategic decisions about product design, pricing, promotion and distribution." (Boone & Kurtz, 1998) It can be seen here how marketing is a whole picture not just a part. Any organization would have to view marketing as a plan for their needs, not the needs of other companies. What is good for one organization might not be good for another. The airline industry at present consists of fierce competitiveness where the market leader is a company who delivers their service in a more meaningful and efficient way than its competitors. The intense competition is creating a tough competitive base for a loyal customer base. Classic Airlines is looking for ways to boost consumer and employee confidence. they will be able to find a cost effective way to differentiate its image from that of other airlines. With this they will be able to meet the companies goal of increasing global growth and shareholders wealth. This is an industry that is still recovering from 9/11 and over expansion. That time period as caused the

Concepts consumers to be hit with high cost that have made them cutback on their discretionary travel spending (Plunkett Research, 2007) In order to profitably satisfy customer needs, an organisation must understand its external and internal situation including the customer, the market and its own capabilities. Furthermore, it needs to understand and adapt to the dynamic and uncontrollable factors of the.

"Service delivery is the interaction between consumers, and the organization within the service setting (McColl-Kennedy, 2003). The emotions displayed by boundary spanners are a critical element in service delivery. The term boundary spanner is commonly used to define employees that represent organizations at the front line, their displayed emotions have the ability to increase sales or drive away customers. "Employees who display good cheer to customers can enhance sales and customer loyalty" (Parasuraman, Zeithamal, Berry, 1985). Emotion Management Organization's recognize the financial benefits of superior service and have responded by standardizing the service script through various informal and formal measures. Service standardization is often referred to as the McDonaldization effect (Raz & Rafaeli: 5) "McDonald's pioneered the routinization of interactive service work and remains an exemplar of extreme standardization." According to Rafaeli & Sutton (1987) organizations must first recruit and select employees based on an ability to convey the appropriate emotions needed for the... Pricing strategies are predominantly concerned with maintaining the price base on SriLankan Air Taxis positioning on the marketplace. Using flexible price strategy, the price of the travelling with Air Taxi will be differentiated by different geographic locations to make the price be fairer. The distribution strategies are concerned with increasing the sales volume during 2008- 2010. Strategies in this section also involve maintaining relationships with retailers within Sri Lanka to sell those Air Taxi tickets and providing full support and feedback in these areas. The communication strategies are concerned with maintaining the leading position of the SriLankan Air Taxi within Sri Lanka to increase market share. It also involves persuading new customers to travel with SriLankan Air Taxi and persuading References

Concepts Henderson, M. (2008). A briefcase for personal values. Retrieved December 1, 2008 from http://www.valuesatwork.org/A3BriefCaseforValues.pdf Kudler Fine Foods (2003). Strategic plan. Retrieved November 25, 2008 from

https://ecampus.phoenix.edu/secure/aapd/CIST/VOP/Business/Kudler/Admin/StrategicPl an2003.pdf Loper, J. (2007). A personal code of values. What are values and how do you find them? Retrieved December 3, 2008 from http://selfawareness.suite101.com/article.cfm/a_personal_code_of_values Majer, K. (2005). Values-based leadership: A revolutionary approach to business success and personal prosperity. Retrieved December 1, 2008 from http://ejbo.jyu.fi/pdf/ejbo_vol10_no1_pages_42-43.pdf Sinclair K. (2008). Unlocking the value of your customers. Retrieved December 2, 2008 from http://www.customerservicemanager.com/unlocking-the-value-of-your-customers.htm The Williams Institute (2006). A guide to personal awareness of your ethical perspective and style. Retrieved November 30, 2008 from https://ecampus.phoenix.edu/secure/aapd/Vendors/TWI/EAI/