The paper "Marketing Mix and Marketing Program for Services" is a great example of marketing coursework. Marketing management is an organizational management approach, which focuses on the practical application of marketing methodologies, techniques, and marketing orientation within an organization to ensure that its marketing resources and activities are aimed at the realization of organizational goals (Abrams 2000). It is the responsibility of the management in any organization to develop effective strategies on how the products or services developed can be provided to the target customers in ways that facilitate the realization of organizational objectives.
This is regarding the achievement of profits and high-level customer satisfaction, which is key to ensuring that the organization establishes a strong brand and customer loyalty. Organizations have used techniques, which include an understanding of the marketing mix and developing marketing programs to deliver services as ways that can enhance their ability to acquire large market share and competitive advantage. The dynamic market conditions and the desire by organizations to grow have intensified the attention of the management towards the developments of programs on how to expand their markets.
The marketing programs are considered essential because they are ways through which organizations can generate additional resources in the form of revenue while increasing their market share (Abrams 2000). Despite the attractive nature of new market segments upon which marketing programs for service delivery are developed, organizations still face the difficulty of market exploitation. Organizations face challenges in their efforts to target since in most cases, they fail. The process of implementing a successful marketing program capable of yielding positive results can be considered as a major challenge and a success factor for organizations that target efforts towards developing new market segments (Albaum et al 2001). The main objective of this study is to asses the marketing mix and marketing program for service and their contribution to organizational success especially in the ability to search and establish itself in a new market segment. Literature review Marketing mix Marketing comprises just one of the functions of an organization.
Together with research, accounting, finance, and a myriad of other functions, marketing at the organizational level is a major contributor to the ability of a business to realize success.
In many organizations, marketing may be deemed of major importance while in others it is relegated to a lesser position. The sole existence of any business enterprise is based on its ability to generate highly effective products and services, which are in turn dependent on successful marketing (Allenby et al 2002). In the process of developing their marketing initiatives, organization operate on the realization that it is their responsibility to find and keep customers is they are to survive and generate profits which is crucial for the creation of competitive advantage.
The marketing initiatives developed by an organization are therefore aimed at convincing existing and potential customers that the products or services offered have the ability to meet their demands at that particular time. Marketing from this perspective is, therefore, a process through which organizations, plan, and execute their conception, pricing, promotion, and distribution of ideas, services, or goods with the objective of satisfying the demands or desires of their target customers and that of the organization. All organization are in the business of attracting customers through their products or services, the ability of any organizations to realize its marketing objectives is dependent on the type, quality and the packaging of its products or services in relation to the demand of their customers.
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