Your text defines the marketing concept and the 4P's concept.
- In your own words define and explain “marketing concept” and the “4P’s.” Provide an example of a company that uses one or both approaches.
- Define “marketing” and “sales” and explain how they are different from one another. How are they dependent upon one another?
- Does “marketing” have a function in church operations? Explain and support your answer.
- Identify the “generational cohorts” according to our text, and explain their differences in values and motivational factors.
- Identify an advertisement or commercial that targets only one of the generational groups. Describe the promotion in detail and identify the intended group.
- Explain how the Scripture verse “Jesus Christ is the same yesterday and today and forever” (Heb. 13.8) relates to the “generational cohort” discussion in the above exercise.
Definition of Marketing Concept and 4P's
In your own words define and explain “marketing concept” and the “4P’s.” Provide an example of a company that uses one or both approaches.
Marketing concept is the approaches that can be taken by business organisations to achieve the marketing objectives. The marketing objectives of the company depend upon the values and principles of the organisation and the management. Marketing is the process by which a company analyzes the requirement of the customers in order to design and product a product or service which will live up to their expectations. Market research plays an important role in the process of understanding the industry and helping the company as well as the management in taking decisions which are profitable as well as helps the company in achieving the objectives in the long run. The concept of 4Ps in marketing is introduced in most business organisation in order to determine the trends of the industry as well as achieve the objectives of the company. The Ps are: product, price, place and promotion. With the help of market analysis the company can design a product, plan the price, select appropriate place of distribution as well as choose the right medium of communication in order to promote the product or service. This concept has been further extended to 7Ps which has three more aspects, which are: physical evidence, people and process. For example: Amazon Inc is a company which follows marketing mix concept, the products and services under the organization are all based on market research which help the company innovate and build ideas which cater to the need of the customer (Kerin & Hartley, 2004).
Define “marketing” and “sales” and explain how they are different from one another. How are they dependent upon one another?
Marketing is the process by which the management of a company decides upon the way the output of the organization will be provided to the end customers. It helps the company build a product in a holistic manner, market research plays an important role in the marketing process as it helps the company gain valuable insights of the industry and this further provides guidance for the management to take decisions which will positively impact the organisation in achieving the objectives. Marketing strategies are often persuasive in nature and it is implemented in order to motivate the target market in buying the product or service which in turn results in sales (Kerin & Hartley, 2004).
Difference between Marketing and Sales
Marketing and sales are interconnected, the organisation incorporate the process of marketing to generate sales. It is the process by which products and services of the company help in generating revenue. Marketing and sales are two different departments in an organisation that operate very closely. The duties of the marketing team are to take decisions according to the objectives, and one of these objectives of marketing is sales rate. Therefore, marketing takes decisions which help in positioning the product, deciding upon the communication channel as well as coordinating with the customers. On the other hand, the responsibility of the sales team to communicate with individuals and execute a sale, contract, or deal (Kerin & Hartley, 2004).
Does “marketing” have a function in church operations? Explain and support your answer.
Marketing is an approach that can be adopted by any organisation irrespective of its objectives and principles. With idea of marketing is to efficiently reach out to the people who have been targeted by the institution. It lays down a path of communication strategy in order to achieve the individual objectives of the institution. Communication is a function that is performed by the church as well for example in case of fundraising for charity or any kind of communication that they want to do with the people who are associated with the organisation. Marketing helps the church to establish its value and principles with the people and the followers. Motivation and encouraging the people is one of the major objectives of religious organisations and with the help of marketing the organisation can achieve these objectives (Kerin & Hartley, 2004).
Identify the “generational cohorts” according to our text, and explain their differences in values and motivational factors?
In the book written by Kerin & Hartley (2004), the authors mention about three generation cohorts Generation X, Generation Y and Baby boomer. Some of the values that explain the Baby boomers are people who may not be technologically advanced but has a significant amount of values which drive them to learn and explore, they are disciplined and focused hence they do not have hesitation to learn or adapt to changes. They are also competitive in nature thus it can be said that these people are motivated with the help of attractive communication and unique approaches. They are also motivated by the friends and family owing to their competitive nature.
Generation X have values such as: these people are tech savvy and are also eager to learn, they have a greater insight and knowledge about technology and its reach, They encourage diversity, and value time and money therefore they are motivated by money (Kerin & Hartley, 2004).
Role of Marketing in Church Operations
Generation Y are the people who are born in between the years between 1980 and 2000. They are characterized by values such as organisation, confidence, and also have flexible approach towards new things they are also achievement oriented. Collaboration and team spirit is one of the most evident values among this cohort. They are motivated by money and people with visionary perspective (Kerin & Hartley, 2004).
Identify an advertisement or commercial that targets only one of the generational groups. Describe the promotion in detail and identify the intended group
Land rover is a popular car manufacturing company and the Hibernot is a car in the range of products that is targeted towards the Generation Y. These are the people who are responsible in nature and are also motivated to work in teams (Landrover.co.uk, 2018). The Advertisement and the communication campaign of the company is directed towards generation Y as the company targets the people who have the means and the financial support to travel as well as afford the car. As a luxury SUV car the price of the product is also high therefore people who are form the generation Y are the ones who are most likely in the position to buy such a car. This is more evident by the campaign #Hibernot, it seems to be targeting people who are tech savvy and are also who can endure with the extreme weather conditions (Land Rover UK, 2016). Endurance and resilience is also one of the major values of this cohort therefore it can be explained that the company is targeting this generation cohort exclusively for this product (Kerin & Hartley, 2004).
Explain how the Scripture verse “Jesus Christ is the same yesterday and today and forever” (Heb. 13.8) relates to the “generational cohort” discussion in the above exercise.
Generation Cohort is the group of people who are segmented according to the birth year; these generations are driven by external aspects such as development of technology, increased diversity and social perspective of the people. It consists of those who share historical or social life experiences, the effects of which are relatively stable over the course of their lives (Kerin & Hartley, 2004). The experiences in life tend to distinguish in between the generations and thus the requirements of the generations also change. Therefore these generations have gap in terms of understanding, perspective and comprehension. The people in different generations are thus characterized in a unique way, as they have evolving environmental factors. The verse “Jesus Christ is the same yesterday and today and forever”. It states that the learning and the teachings of Christ can be adopted by each generation according to their milieu and situations. Because with time situations and circumstances change.
Identifying Generational Cohorts and their Differences
I think the first answer has in-depth analysis and is to the point I agree with the explanation that you have provided. Though there are some grammatical issues
I have the same understanding of the answer to the second question, you have showcased a good understanding of the concept and it helps the reader to have a logical flow of understanding while reading the answer. It clearly stated the requirement of how the two concepts are interconnected yet they are different.
For the 3rd answer there are also some minor grammatical typos like the first answer. The perspective that you have portrayed explains the concept clearly and the factors that drive the marketing objectives of the institution that drive on religious agenda. I think a church is not like any other non-profit organisation. The ideas and the criteria are also stated in the answer which provides a holistic approach.
The answer of the fourth question is incomplete the segmentation process and the values are stated of each cohort but the motivational factors of them are missing. You have not stated the current status of each of these cohorts.
I think the fifth answer is in appropriate as the product that you chosen cater to the generation Y cohort rather than the millennial. Hence according to me, the answer to the question is not correct.
The answer to the sixth question is perfectly stated; I agree with the analysis that you have identified as the meaning of the verse and also provides a logical reasoning.
Your reply to question 1’s first portion is appropriate as you have defined the concept in a simplified version. I also like the language which you have used to write the answers, it is formal and is clear. In the second half the concept of 4ps is not very clear as the content is very brief. You have also not provided any company example.
In the second question, the term sales are not defined as you have defined marketing in the above answer, thus the understanding of the process is vague. I think that the concepts seem to be very easy but are actually complicated and in the answer that has been provided it just gives a very brief, overview of the concept. However, the question is divided in two parts which has not been clearly addressed.
The answer to question 3 is stated clearly, the fact that the opinion is back up with logical reasoning helps in understanding the perspective of the writer. As a religious institution it is important to establish the factors or objectives which drive the marketing strategy, which is stated clearly.
The fourth answer is also addressed completely in terms of the division and the criteria are based on which the cohorts are segmented. I think the values of the cohorts are also explained clearly and the state at which currently they are situated. But what you have missed form the answer is the part where the motivational factors had to be stated.
According to me the answer to question 5 would have been clear if the product would have been stated. Otherwise the answer is good and has clear concept.
I think the 6th answer is similar to what I have understood and my explanation of the verse.
Kerin, R., & Hartley, S. Rudelius (2004). Marketing: The Core.
Land Rover UK. (2016). #Hibernot: Land Rover Panoramic Roof. youtube.com. Retrieved 2 April 2018, from https://www.youtube.com/watch?v=7greUhGAghY
Landrover.co.uk. (2018). HIbernot. landrover.co.uk. Retrieved 2 April 2018, from https://www.landrover.co.uk/explore-land-rover/one-life/adventure/make-more-of-winter.html
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