Free Marketing Dissertations - Marketing Dissertation Literature Review: Advertising Of The Uk Car Industry
Marketing Dissertation Literature Review: Advertising Of The UK Car Industry And Its Effects Upon The Buyer Behaviour Of The Consumer
Introduction
This review consists of five sections. The first section explores the marketing concept and its key components. The next section presents information on the different types of advertising which can be utilised by car manufacturers to promote their products and services. Section three investigates consumer behaviour, section four examines the attributes of marketing models and the final section provides an overview of advertising strategies in the UK car industry
Section One
Marketing
Marketing was once defined by Alderson (1957) as an exchange process between company and consumer (Cited from Brassington and Pettitt, p.5). This definition gives no reference to the aspects of marketing that occur before products or services are even produced or the post exchanged behaviour of both company and consumer or even an elementary aspect of commercial life: competition, Jobber, (2000).
Successful marketing is far from simple. Brassington and Pettitt (2003, p.3) state marketing does, in fact, cover a very wide range of absolutely essential business activities that bring you the products you do want, when you want them, but at prices you can afford, and with all the information you need to make informed and satisfying consumer choices.
In order to analyse the marketing activities of firms within an industry, it is necessary to first define and explain some of the critical marketing concepts and their importance to the organisations.
These concepts are:
Simple Marketing System
The Marketing Mix or 4 P’s
Kotler’s Simple Marketing Concept
In Kotler’s model there is a clear exchange between company and consumer. The model describes the exchange being goods and services one way and money in return (Kotler, 2000). Exchange of communication and information from buyer to seller is also an integral part of successful marketing.
Communication of the product or brand from company to consumer will be the result of a successful advertising campaign whereas information from consumer back to the company will provide the seller with an insight into the success of the product of service.
The Marketing Mix or 4 P’s
McCarthy (1960) introduced the 4 P’s into the marketing mix as an easy to remember acronym. McCarthy penned the thought that the influences that will determine the demand for the product can be placed within four groups. The marketing mix consists of four elements: Product, Price, Place and Promotion (Baker, 1999).
Product This area covers everything to do with the creation, development and management of products (Brassington and Pettitt, 2003, p.25). This also covers non-physical aspects of the product such as after sales service, guarantees etc.
Price The pricing of a product or service is an important part of the marketing mix.
