essay guinness

Marketing: the process of planning and executing of a product, its pricing, its promotion, and its distribution. In addition marketing attempts to manage customer relationships in ways that benefit the organization and its stakeholders. Marketing creates UTILITY (want-satisfying power of a good or service) through the exchange process. Time Utility – Availability of goods and services when people want them. Place Utility – Availability of goods and services at convenient locations. Ownership Utility – Ability to transfer title to goods and services from marketer to buyer. Form Utility – Conversion of raw materials and components into finished goods and services.

The American Marketing Association defines marketing as "an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders". (2005) Simply put, marketing is the process by which businesses assess the needs and desires of consumers in order to provide products and/or services to meet those needs in the most efficient and cost effective manner. Truly effective marketers do market research in an effort to understand their target market and create marketing strategies based on the characterization of those in the target area.

Perrault, W.D., Cannon, J.D., and McCarthy, E.J. Jr (2011) Basic Marketing: A Marketing Strategy Planning Approach (18th edition) New York McGraw Hill Irwin.

For Boston Beer Corporation, two suggestions will be presented with hope to expand company’s market share: (1) to innovative and offbeat branding the products (2) and to gain better control of distribution networks.

to have consecrated over half a million jugs of it to the gods. In the Nile

Kilter, P. & Keller, K. L. (2012). A framework for marketing management. Upper Saddle River, NJ: Pearson Education

ANSWER:MARKETING AND CUSTOMER VALUE Marketing involves satisfying consumers’ needs and wants. The task of any business is to deliver customer value at a profit.

J. Paul Peter, 2012. Marketing Management: Knowledge and Skills, 11th Edition. 11th Edition. McGraw-Hill Education.

Marketing activity should be based not only on tangible strategies but intangible ones as well (Brooks & Simkin, 2012, Pg. 494). The Marketing Concept and Marketing Orientation principles are that marketing activities should be based upon identifying customer needs and wants (Constantinides, 2006, pg 411). Value is what the marketing strategies strive for in today’s society. Value is the

The Selling Concept – This concept doesn’t primarily focus on new consumer wants or desires but focuses on the selling and promotion of a particular already existing product in order to achieve the highest sales they possibly can. This technique is suited to companies who sell products which are in high demand and whose customers/consumers tastes are unlikely to change and lessen demand.

This essay is to present a thoughtful analysis of the current marketing structure of a company, its position and its future marketing strategy. The aims and objectives are as follows:

Adcock, D., Halborg, A. & Ross, C., (2001), Marketing: Principles and Practice, Prentice Hall, U. K.

The definition of Marketing in the eleventh edition of Marketing: An Introduction is stated as the process by which companies create value for customers and build strong customer relationship in order to capture value from customers in return. How does the corporate world successfully merge with marketing to satisfy the consumers’ opinion of value? By designing a customer-driven marketing strategy. One theory from The Times 100 states that Effective marketing demands the identification and understanding of target markets. Having a clear understanding of target markets create an entry into providing a product that will sell.

Beer and stout were very popular in Ireland; however, it became an old pattern for youngsters, slightly over-weighed people and thus not fit for the youths. After looking the demands of youths, Guinness changed the trend of bottle style and quality, which became very much trendy and used at local parties and pubs. Guinness has applied product innovations and brand building to ensure its longevity of product. The canned beer with a perfect head with chilled stout make more delicious for younger adults. As well as Guinness started promoting the brand excessively through advertising in cinema halls, sporting and musical events etc.

Peter Drucker: The aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself.