The paper "The Marketing Mix for ALTAS Company" is an outstanding example of a marketing case study. The marketing mix is defined as a business tool often used by marketing professionals in promoting services and products. It is an important aspect in determining prices, services offered, goods sold as well as a business venue. In 1960, Professor McCarthy defined the Four ‘ P’ model as a marketing theory. The model emphasizes on determining sales strategies and supply channels of services and goods from consumers’ perspectives. Four ‘ P’ s can be divided into four groups, namely; Price, Promotion, Product as well as place. In recent times, service marketing has become customer-driven rather than product-oriented.
For instance, Lauterborns four Cs model (convenience, communication, cost and consumer) is a marketing theory that emphasizes on customer satisfaction as the first priority (Kotler & Armstrong, 2012). The Four C model was first mentioned in 1990 by an American marketing expert known as Professor Lauter born. In essence, the theory ensures that the company gives full attention to the customers’ convenience during the purchase. Additionally, it tends to reduce the consumers’ purchase by regulating market prices (Koldermir, Balci, Sari & Apak, 2013).
Finally, it is important for every business firm to effectively maintain good communication strategies with its consumers. In general, it is impossible to replace the Four ‘ C’ and ‘ P’ with each other and therefore, it always advisable for an enterprise to find a flexible way of intertwining the two models. Meanwhile, the enterprise may venture in designing its own market system regarding its relationship between supply and demand. Furthermore, it is essential for an enterprise to know itself as well as its competitors to ensure that its services meet the market and industry demands (Kotler & Armstrong, 2012). Altas Ambarlı Port’ s marketing synthesis cannot be considered as either a simple 4Ps or 4Cs, but rather effective incorporation of them.
For ALTAS Company, 4C theory is an essential approach to help grasp their target market as well as fulfill the market needs. Meanwhile, ALTAS Company is also striving in strengthening 4Cs theory with the 4Ps model. As a result, the 4P model will aid in putting more emphasis on the potential product customers that use the various goods transported by the ALTAS Ambarli ports.
Every service in Ambarli ports emphasizes on the customers, which ensures that the marketing communication activities receive broader culture, great communication channels as well as more space. Service-Oriented Theory Based on Consumer Need- from Customer to Service. 4Ps theory values goods while 4Cs theory emphasizes on the customer. Armbarli port was established in various cities in the same state. Considering the difference in market demand, geographical location, culture as well as economy, the Ambarli port determines its unique services-oriented marketing strategies dependent on customer demands and service deliveries. Those in need of transporting cargoes are always concerned about the convenience and the efficiency of the transporting channel.
General management, environmental arrangements, geological studies, good infrastructures, as well as attaining security are some of the core services offered by Altas Ambarli Port Company. The shipping docks and cargoes of Ambarli Ports are all strictly regulated by the Ministry of Public Works and settlement.
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