an overview of marketing
1. Are the corporate objectives clearly stated and do they lead logically to the marketing objectives?
According to Boyd Jr and Levy (1966), corporate objective is the practical goal established by an organization. Mostly the organization uses it to target their achievement and success. Furthermore, Ramaganapathy (2010) defines that marketing objectives are the goals and targets in order to complete through the company’s marketing activities. In addition, it can be referred to the company’s mission and vision which can be achieved reasonably. So, marketing objectives can be subsidiary of corporate objective. Hewlett-Packard Company provides hardware, software and services to customer. They set many corporate objectives such as increasing customer loyalty by serving the highest quality and value, achieve profit to create value to shareholders, to be the leader in the market by produce innovative products and services to satisfy the customer, and responsibility to the employees by promote and reward depend on performance and create work environment (www8.hp.com, 2014). So, HP is clearly stated their corporate objectives and most of them also lead logically to marketing objectives to make their products and services satisfy by the customers’ needs and wants.
2. Does the organization follow the marketing concept? The selling concept or production concept?
According to Burnett (2008), the marketing concept is the idea that an organization attempts to satisfy the customer in order to achieve sales and profit at the end. Furthermore he explains that the idea of marketing concept is to consider the needs and requirements to the target customers and improve itself to satisfy consumers effectively in order to be over the competitors. Therefore, the marketing concept is all about matching the company’s competency and the needs and wants of consumers. So, HP follows the marketing concept. They focus more on customers. HP tries to create their products related to
According to Boyd Jr and Levy (1966), corporate objective is the practical goal established by an organization. Mostly the organization uses it to target their achievement and success. Furthermore, Ramaganapathy (2010) defines that marketing objectives are the goals and targets in order to complete through the company’s marketing activities. In addition, it can be referred to the company’s mission and vision which can be achieved reasonably. So, marketing objectives can be subsidiary of corporate objective. Hewlett-Packard Company provides hardware, software and services to customer. They set many corporate objectives such as increasing customer loyalty by serving the highest quality and value, achieve profit to create value to shareholders, to be the leader in the market by produce innovative products and services to satisfy the customer, and responsibility to the employees by promote and reward depend on performance and create work environment (www8.hp.com, 2014). So, HP is clearly stated their corporate objectives and most of them also lead logically to marketing objectives to make their products and services satisfy by the customers’ needs and wants.
2. Does the organization follow the marketing concept? The selling concept or production concept?
According to Burnett (2008), the marketing concept is the idea that an organization attempts to satisfy the customer in order to achieve sales and profit at the end. Furthermore he explains that the idea of marketing concept is to consider the needs and requirements to the target customers and improve itself to satisfy consumers effectively in order to be over the competitors. Therefore, the marketing concept is all about matching the company’s competency and the needs and wants of consumers. So, HP follows the marketing concept. They focus more on customers. HP tries to create their products related to
References: An Ehow Contributor (2014). Hewlett-Packard Marketing Strategies | eHow. [online] Retrieved from: http://www.ehow.com/way_5348861_hewlettpackard-marketing-strategies.html [Accessed: 27 Mar 2014]. Boyd Jr, H. W. & Levy, S. J. (1966). What kind of corporate objectives?. The Journal Of Marketing, pp. 53--58. Burnett, J. (2008). Core Concepts of Marketing. [e-book] Global Text. Available through: http://www.saylor.org/site/wp-content/uploads/2012/11/Core-Concepts-of-Marketing.pdf [Accessed: 27 Mar 2014]. Ramaganapathy, S. (2010). What’s the marketing objective – Lead Generation or Brand Awareness? | Lead Views - a B2B Lead Generation Blog. [online] Retrieved from: http://www.leadformix.com/blog/2010/04/what’s-the-marketing-objective-lead-generation-or-brand-awareness/ [Accessed: 27 Mar 2014]. Turcotte, A. (2012). How Social Media Brought the Humanity into HP Technology Services Marketing | IT Services Marketing Association. [online] Retrieved from: http://www.itsma.com/ezine/social-media-brought-humanity-into-hp-technology-services-marketing/ [Accessed: 27 Mar 2014]. Www8.hp.com. (2014). HP CORPORATE OBJECTIVES AND SHARED VALUES | HP® Official Site. [online] Retrieved from: http://www8.hp.com/us/en/hp-information/about-hp/corporate-objectives.html [Accessed: 27 Mar 2014].