Essay on Marketing Principles

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Programme: Business Management
MODULE: MARKETING PRINCIPLES
Assignment task A

“The concept of the marketing mix was reportedly introduced by Neil Borden in his presidential address to the AMA in 1953. He got his idea from James Culliton, who described the business executives as somebody who combines different ingredients. The term “marketing mix” therefore referred to the mixture of elements useful in pursuing a certain market response”. (van Waterschoot, W., Van den Bulte, C. 1992)
The Marketing Mix table

Jaguar XF

Product
Streamlined wings, sculptured bonnet, sleeker headlights with LED daytime running lights. Alloy wheels. Fitted with black buttons in the centre making the car feel more up market. A stylish leather top dash which gives decent practicality. A core pop-up gear selector. Nice and sharp steering with lots of reassuring grip. A range of new range seats to choose from; whilst the drivers seat has supportive leather. 8 speed auto. 2.2 litre cylinder diesel which returns 52 miles/gallon and emits 149g/km of carbon dioxide although it’s still pretty quick! Speed 0-60 takes 8 seconds. The mid range punch makes the car great for over-taking. A quiet engine, a rarity for a diesel. Rear wheel drive. Stop start system.
Downsides to the car:
Only comes in automatic
Has reduced rear visibility
No boot space
Passengers over 6 foot will struggle to sit in the back seats due to the lowered head space
The fold down seats are not standard like on an Audi A6
Slightly more expensive to run and buy than it’s German rivals.
Standard features:
Exterior mirrors heated with electric adjustment
Phosphor blue halo illumination and interior mood lighting
Suede cloth and Bond grain seats with four way electric adjustment
Bluetooth audio streaming
Jaguar 250W sound system
Jaguar smart key system with keyless start
Rear parking aid
(www.jaguar.com)
Price
£45,600 (plus £2,750 in kit).
Additions:
Black grill and highly sculptures sills - £1,500
LED daytime running lights - £500
Adaptive Dynamics system - £1,250

Place

Sold worldwide via:
Dealerships that promote other brands of cars
Internet
Private one-to-one sales
Exclusive Jaguar dealerships.
Physical Evidence

People
Older gentleman looking for comfort as opposed to style and fashion. Males rather than females. Customers seeking diesel economy.
Promotion
Jaguar makers are firm believers that there is no car that is bad and as such has to be unique to compete effectively. http://www.tutor2u.net For further reference please watch the following promotional video: http://www.carsite.co.uk/gallery/videos/id/9170-jaguar-xf-promotional-video-2012 Mercedes-Benz E Class – Saloon

Product
Large boot which can be opened using a key fob. Ample leg room in back seats. Reclined back seats. Electric adjustable steering wheel. Windscreen wipers, indicators and lights all on one store. Major on-board functions are controlled by swivel wheel. Sound insulation. Rear wheel drive. Faux leather seats. Electric heated seats. Cruise control. Comes in 2 models: SE and AMG Sport. LED daytime running headlights. Start stop system allows fuel economy of 58.9 combined with carbon emissions of 128.
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