Paper Topic:

Principles of marketing MKT 100

Organization Marketing

Organization Marketing

Abstract

Any organization which wants to offer a product or service , or in some cases offer the attributes of the organization itself as a product must first determine how , when , and where to make the offering- in a word , marketing . This discusses the major points of organization marketing

Research Starts the Process

To learn more about the potential for an organization or product market research is an important first step . Market research must be completed to find a target audience which is used for promotional

and advertising reasons , leading to the actual advertising of the good which pulls the consumer into the store . Essentially , marketing research consists of primary research , which corresponds to the organization itself as well as secondary research , which deals with competing organizations . Using both of these techniques allows for a look not only at one 's own organization , but the other organizations that pose a threat as competition

Organizational Promotion

Promotion plays an important role in informing , educating , persuading and reminding customers about the benefits of the organization . The promotional mix is adjusted according to the organizations promotional objectives and its marketing situation . Generally , in any organization marketing and advertising will be by far the most expensive portion of operating expenses (George , et al , 1994 . Promotion is essentially about communication . Target audiences need to receive information about goods and services before they can begin to consider making a choice The promotional objectives will influence the nature of the promotional message and the type of appeal used to get the message across

Organizational Environment

It is very important that an organization consider its environment while developing its global or domestic marketing strategies . In fact environmental analysis should be continuous and feed all aspects of planning . An organization 's marketing environment comprises of its internal make-up , its micro-environment such as its external customers and distributors , and the macro-environment . Likewise , the political environment , both in the domestic and global market , has a huge influence on the regulation of trade , industry and even consumer spending power . For instance , government policies can : influence laws that regulate or tax businesses affect business and marketing ethics impact consumer spending through regulating interest rates , money supply , and taxes direct the fortunes of global business through trade agreements with other countries and foreign policy (George , et al 1994

Political Elements of Organization Marketing

Political factors can also affect domestic marketing decisions For instance , airlines operating in the United States are governed by FAA (Federal Aviation Administration ) regulations , which , in turn , are influenced by political concerns such as the vulnerability of airlines to terrorist threats . Indeed , the tragic events of September 11 resulted in heightened airport security measures leading to flight delays and passenger inconveniences . As such , all airlines were compelled to take into account the increased time taken to board a plane , which meant communicating to educate their customers on the role security measures played in assuring their safety . Like political factors macro-environmental economic forces also play a key role...

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