The paper "Marketing Is Strictly for FMCGs and Consumer Markets" is a great example of a marketing case study. In recent years, business researchers have argued that marketing is a field strictly considered for consumer markets and fast-moving consumer goods compared to other business firms connected by professionalism. As part to understand this argument it is essential to understand key marketing terms and the overall marketing theory. Marketing is defined as a social process whereby business individuals make sales by way of creation and exchange of goods through customer persuasion.
It is considered as an important field in businesses since it connects the business to its customers. Marketing entails evaluating customers’ needs through integrated efforts which will result in customer satisfaction hence achievement of organization objectives. Consumer markets are those markets that comprise of different consumer products such as; electronics, foodstuffs, cosmetics, FMCGs, furniture and consumer durables (Marseille 2006). Here we will use the Linfox group which is found in Melbourne known for its wide distribution of FMCGs for supporting the argument that marketing is for consumer markets and fast-moving consumer goods. The company deals in food, confectionery, beverages, tobacco, personal care, household and cereals as part of their fast-moving consumer goods.
The company has found to the need to incorporate various marketing concepts and theories as part to increase sales, especially on FMCG. These concepts include product concept which includes establishing what kind of products favor consumers. It is evident that if customers are left alone, they may not have enough knowledge of organizational products (Marseille 2006). Due to this Linfox has ensured it utilizes its marketing opportunities within Australian markets by way of recruiting sales personnel to create consumer awareness to customer. The other concept is marketing.
This concept is one which evaluates if an organization has attained its goals and objectives. The Linfox has ensured that it determines the needs of various FMCG target markets as part of their way to stay ahead of their competitors. This is a clear indication that marketing is a vital tool in consumer markets other than business professionals. Consumer markets and FMCGs determine needs and want of a customer by way of marketing as opposed to a business professional whose mandate involves the organizational operation.
It is due to determining customer needs that these companies find it appropriate in establishing their marketing strategy as part of being mush ahead of their competitors. It is evident that marketing is strictly for the consumer markets and the fast-moving consumer goods producers and sellers as it has no relevance to US business “ professionals” who only deal with other business firms. Marketing is viewed as an integrated component of every contemporary organization. It endeavors to ensure the customers are satisfied by formulating strategies to be able to withstand competition in the ever dynamic and innovative world as the market consists of potential purchasers who share specific needs and are willing to engage in exchange to be able to get satisfaction.
Unlike business professionals that deal with budgeting and ensuring activities in an organization run smoothly, FMCG and consumer markets utilize the organizational marketing strategy as they have to haul out resources from a variety of markets and renovate them into valuable goods and trade them into a different market Kotler, 2000.
For instance the Linfox group – Backgrounder an Australian firm runs the FMCG key merchandise categories for foremost producers as they ensure that they acquire the right products for the market package them and ensure they are available to the consumers at the retail outlets.