1. Right PLACE
2. Right TIME
3. Right QUANTITIVES
4. Right QUALITY
5. Right FORM
6. Right PACAKGING
7. Right PRICE
8. Right TARGET

PEOPLE must be seen as a key contributor to the success of any organisation. Products can be replicated or modified, people are unique and cannot be and thus service of the customer ('Customer Service') can often play a major part in the success of an organisation's marketing strategy and repeat 'business.

It is more than just selling!

• Researching the market and finding out what customers want (hence more market rather than product orientated)
• Developing and designing a product that satisfies customers' needs and wants
• Producing the right amount in the right quantity, to the right target at the right place
• Getting the price right so that the product is affordable to customers but also allows the business to make a profit (quality specifications also need addressing)
• Making sure that through promotions, the customer knows about the product
• Ensuring the product is available in places convenient to the customer

Marketing at the early stage is concerned with finding a 'Need'. The organisation must find this and supply the 'answer' to the need. The organisation must than satisfy this need and then create 'extra' needs.

For example British Telecommunications are aware their customers want to communicate and thus supply good quality system's and lines. BT also promote the extra benefit gained from either having an answering machine or second line and promote these by 'creating' needs and thus promoting on the 'added value' effect. Travel agents are the same.

They are aware the need of their customers are for a holiday/break from the norm and thus satisfy this need through a holiday package and 'value' price. They create a need for 'upgrading' or insurance.

Wants are desires for specific satisfaction of the need. Demands are wants for specific products, they are backed by an ability to purchase them

For example:

Core Benefit/Service

\/

Actual product (i.e. brand, packaging)

\/

Augmented Product (anything done to the product should add value to it)

Another analysis of Product offering is shown in the following table:

Core: is the actual product giving the marketer something to market

Tangible: is a collection of several factors including brand name, styling

Augmented: is the term associated with the 'support' sales. Including delivery, credit, warranty

***Whatever is done at any of the above stages must support each level and 'add-value' to the product. It can also help to differentiate the product and position it away from 'like' products/services.

An example of this. Car dealers all essentially offer the same core product, but they motivate purchase through adding value to the tangible and augmented stages. They may offer free air conditioning and zero percent finance ***

INTRA FIRM, looks at things such as Human resources, finance, research and development...and is concerned

MICRO, includes audits on suppliers, customers and competitors

MACRO, looks at the PEST factors of Political, Economic, Socio-cultural and Technological, all external to the organisation/firm

***The importance of environmental trends and changes means that it is important for the planner to appraise or 'scan' the environment. To be effective a systematic framework must be used***

Evert Gummesson extended the notion of the 4P's into the 30R's and saw that marketing had shifted from Kotler's P's strategy. Marketing is more centred around customers and is becoming less mass marketed and less manipulative. Relationship Marketing examines that marketing over the last 20 years as significantly changed to become more relationship, network and interaction focused.

"RM offers a road to improved customer retention, but also long term relationships...when used with skills, leads to enhanced revenue, reduced cost and improved financial performance" (Gummesson, 1999)

The fundamental values in RM are:

-Long term collaboration and win-win

-Recognising that all parties be active

-Relationship and service values instead of bureaucratic-legal values

1. Identification of needs
2. Definition of target segments, grouping customers into manageable groups of specific characteristics
3. Creation of differential advantage, a different position in relation to competition
4. Make a profit

-an attitude to debate and resolve issues

-responsibility for achieving desired results

-dealing with risks and uncertainty

In the past marketing as not been seen as an art form and often regarded unethical. People believed that through marketing companies could create a customer need to exploit the customer through selling them the product to satisfy the need.

Marketing as evolved into a more market (customer) focused business unit, where the customer is now a coefficient of product development and that the customer is central to the thoughts of the marketer.

The transition from Kotler's 4P's to Gummerson's Relationship marketing often shows that marketing as become more customer orientated. Whatever the business, it needs to make informed ethical decisions often based around the morality debate! It is believed that some businesses reap rewards through this 'moral/ethical-stance).

• The need to integrate the whole of the organisation to adopt marketing as a management function with a focus on "meeting and anticipating customer needs"
• The role that everyone in the organisation as a responsibility towards marketing and that they are all 'internal customers'
• The development of a successful product needs the help of both internal and external 'customers'
• The adoption of marketing as a strategic and long-term tool/role
• Value must be created throughout
• A Unique Selling Proposition (USP) must be found and strengthened. After-service, thus People is a key factor in gaining this, where there is little difference in product offered
• Marketing must now to global in approach. This may be one all encompassing brand (McDonalds), or different brands for different areas (General Motors) or a Glocal approach, where there is one 'world' brand but is slightly altered at local level (Coca-Cola)
• Information is a key to marketing success. Gaining the correct information can help to ascertain just what the customer requires
• Innovation and 'new-idea' marketing is important, people like the something different the 'fresh' approach
• The organisation needs to adopt a 'Marketing orientation'. This is where everyone is centred around marketing and obtaining the very best for the customer
• Must be aware that customers are different but can be placed in segments based on generic characteristics

Marketing is applicable to any organisation of any size irrespective of corporate goals, function, profit or non-profit, product or service based. The organisation these days need to be customer-led rather than product-led. Marketing products and services is complex, dealing with many different types of customers (buys the product) and consumers (uses the product) and these can often be retail/domestic and trade customers. Customers have very different needs and thus marketing is the art of satisfying this need. Often to a new level and positioned greater than the competitor offering. Marketing is "the identification and satisfaction of a customer need -profitably".