Marketing Concept and the 4p's Concept
The marketing concept backdates to the 1950s when the market became flooded with a variety of similar products (Keelson, 2012). It involves focusing on what the customer wants, aligning the functions of the organization in order to successfully carry out production of the correct product, and finding ways to keep the customer satisfied over a long period. The marketing concept incorporates market research with the aim of finding out the customers’ needs, market size, as well as the market division.
The four P’s of marketing are used by firms to enable them penetrate the market and help maximize profit potential. The marketing mix entails product pricing, the product, place and promotion. Products do have a life cycle, and it is important to understand each stage, to ensure it remains relevant to the target market (McDonald & Wilson, 2011). They also need to have the correct pricing in line with their value, because if not appropriately priced, sales might go down. Promotions, giving discounted prices on products, and constant advertisements also do help in maintaining a customer base. Distribution channels and positioning a product in the market help in moving the product, and, therefore, the market position should be strategic. According to business case studies in the UK, McDonald’s applies the marketing mix strategy so as to retain its position in the fast food industry (Meyer, 2015).
Marketing focuses on the needs of its target market. It involves careful planning and constant market research with the aim to improve a product, due to the dynamism of the market. A sale, on the other hand, is the actualization of the transaction. Marketing establishes a long term relationship, whereas sales focus on fulfilling a specific demand within a given time frame (McDonald & Wilson, 2011).
Marketing does have a function in church operations. According to Abare and Hendricks (2005), marketing is a mode of speaking to crowds, passing your message to them in the right way, identifying who your church is, and planning how to make them part of your congregation. For a church to grow, careful planning is necessary.
Generational Cohorts
Cohorts are molded by moments that influence their outlook and actions in the long-term. In marketing, generational cohorts is often used to explain age-based marketing. It bases similar experiences to a particular age group and uses this to explain and understand their behavior. A market research will be successful if the researcher is able to understand the emotional characteristics of the target market, as well as their age, education and gross household revenue.
Studies on the behavior of people help in marketing products effectively, as different cohorts have different spending habits. For instance, the Depression Cohort grew up during the Second World War, and they exhibit a hardworking attitude, but are cautious in terms of spending. The Baby Boomer Generation will spend on a product provided they believe its value matches the price. Generation X, Y, and Z tend to live large, and seek for challenges, and more improved products. Marketing to them would be effective through the internet, as they have embraced technology, unlike the previous generations (Allen, 2016).
Advertisements need to engage the user, such that by the time they realize it is an advert they are already interested in that which is being offered. The automobile company, Audi, has an app that has been used to market the Audi brand, but at the same time provide its user with other benefits. The app is a start-stop button and senses when other applications that are not in use are running. It alerts the owner, prompting him to push the stop button so as to stop the background apps (Allen, 2016). This advertisement depicts Audi as an efficient brand, and it targets the generation that is technology savvy and believes in value for money, such as the Generation X and Y.
The Scripture talks about Jesus Christ being the same yesterday, today, and forever; this means that He is consistent. Unlike the generational cohorts, Jesus does not change. Different generations exhibit different needs and traits, but according to the Bible, regardless of all what He went through, He remained the same person He was since the beginning.
References
Abare, B., & Hendricks, K. D. (2005, January 5). Marketing Your Church without Diluting Your Message. MinistryToday. Retrieved from http://ministrytodaymag.com/outreach/marketing/11033-marketing-your-church-without-diluting-your-message
Allen, R. (2016, April 29). 7 examples of effective mobile marketing campaigns. Smart Insights. Retrieved from http://www.smartinsights.com/mobile-marketing/mobile-advertising/7-effective-mobile-marketing-campaigns/
Keelson, S. A. (2012). The Evolution of the Marketing Concepts: Theoretically Different Roads Leading to Practically Same Destination! Online Journal of Social Sciences Research, 1(2), 35-41. Retrieved from http://onlineresearchjournals.org/JSS/pdf/2012/apr/Keelson.pdf
McDonald, M., & Wilson, H. (2011). Marketing Plans: How to Prepare Them, How to Use Them (7th ed.). West Sussex, UK: John Wiley & Sons.
Meyer, P. (2015, October 7). McDonald’s Marketing Mix (4Ps) Analysis. Panmore Institute. Retrieved from http://panmore.com/mcdonalds-marketing-mix-4ps-analysis
