Marketing Management Coursework


MarketingManagement Coursework

Themanagement of marketing is an exceedingly critical aspect to anybusiness since it helps a business in realizing success. Throughmarketing management, an organization is capable of building brandname and creating a competitive edge. An organization can usedifferent tools and techniques in marketing management. It is thesetools and techniques that ensure that marketing is successful (Cant,2006. Pp 106). In marketing, consumer behavior theories are criticalsince they influence the manner in which an organization markets itsproducts. Digital marketing technologies are now used together withtraditional technologies, when organizations are doing marketing(Wind &ampMahajan,2001. Pp 76). Digital marketing technologies have various benefits,when used by organizations. For instance, the use of digitaltechnologies in marketing has enabled organizations to reach a largenumber of customers within a remarkably short time (Bird,2007. Pp 84).

Theoriesof consumer and buyer behavior are relevant to Zappos. There aredifferent processes that constitute buying behavior these includerecognition of need, search of information, evaluating of availableoptions, and making of purchase decision. This is applicable to thisorganization because every customer has to first of all identify thathe/she has a need for a shoe before making the purchasing decision(Roth,1998. Pp 52). Besides, customers have to search for informationconcerning their needs in order to decide whether the organizationhas the product that they need. Furthermore, in making the purchasingdecision, buyers have to evaluate the available options in theorganization. Thus, buyer behavior is applicable and relevant toZappos. There are different factors that influence the behavior ofthe buyers, which are also relevant to the organization these areculture, Maslow’s hierarchy of needs, and social status. These arein accordance to the economic theory.

Culturedefines the beliefs and attitudes of buyers. In most cases, buyerswill make their buying decisions depending on what they believeconcerning a certain product or organization (Hirschey,2009. Pp 86). Thus, culture influences the purchasing behavior of thebuyer. In Zappos, the organization has developed a culture ofopenness and happiness to its customers. Customers making purchasingdecisions may tend to believe that the organization will alwaysprovide its services and products based on the need to make customershappy. This belief may make customers to purchase the products of theorganization since customers always seek making their purchases inplaces, where they can get maximum happiness. As such, the culture ofthe organization is significantly relevant in determining thepurchasing decision of the buyers.

Thesocial status is also an important factor in influencing thepurchasing decision of a buyer. Different individuals have differentroles that they play in society. Depending with the roles thatdifferent individuals play in society, this can influence thepurchasing decision of the products that the organization deals with.For instance, depending on the different roles that different peopleplay in the society, Zappos can be in a position to determine thekind of shoe that they can wear. This makes social status a criticalelement in the organization’s operations. On the other hand, thehierarchy of needs is also a critical aspect for the organization toconsider. People will always need to buy products that can satisfytheir basic needs, which falls in the Maslow’s hierarchy of needs.Through the analysis of the three factors that influence the theoriesof consumer and buyer behavior, it is evident that they are relevantto the organization.

Comparingconsumer theories of buyer behavior and business behavior theories,either side of the theories is relevant for Zappos. This is because,all the theories will be critical in analyzing how the organizationcan persuade consumers in purchasing the products of theorganization. However, the business behavior theories seemexceedingly vital for the organization to consider since they analyzethe different factors that can influence the purchasing decision ofthe buyers such as environmental factors, cultural influences, andconsumer personalities among others.

Marketingis exceedingly critical to the organization due to its immensecontribution to the organization. One of the contributions ofmarketing to the organization is that it is critical in making theorganization realize high sales, which is a requirement for realizinghigh profits. Marketing makes customers conversant with the availableproducts of the organization. This increases the chances thatconsumers will likely make purchases from the organization. Asconsumers become more aware of the existing products in theorganization, they are likely to spread the word to other consumersconcerning the products of the organization a move which willincrease the number of customers making purchases from theorganization. The increase in the number of customers, as a result ofmarketing, is critical in realizing high sales. As the salesincrease, so do the profits of the organization.

Marketingis also critical to the organization since it contributes to thereputation of the organization. Marketing is important in thebuilding of brand name or in the recognition of the organization’sproducts. Because of marketing, the organization has the capacity ofreaching high expectations of the masses, which is critical in thebuilding of reputation. Once a customer is convinced to purchase fromthe organization as a result of good marketing strategies, thecustomer is likely to spread the word to other individuals thatbecome customers of the organization. As this continues, theorganization becomes known publicly. Thus, marketing is critical tothe organization because it contributes to building of theorganization’s reputation.

Anothercritical contribution of marketing to the organization is that ithelps in fostering an environment that supports healthy competition,which is important in realizing success. Marketing helps in bringingout information to other players in the market that there is anotherplayer in the market offering similar products or services. When theorganization announces its market price for its products, otherplayers in the market charge almost the same price as theorganization this move keeps the price competitive in the market.This is important in maintaining a healthy competition in the market,which enables the organization in attaining success. Besides, as aresult of marketing, the existence of monopolies is eliminated sincemarketing creates an opportunity for other businesses to exist in themarket. Therefore, marketing helps the organization in realizinghealthy competition in the market.

Anexample of two different organizations, where marketing hascontributed immensely entails Apple and Nike companies. Marketing inthe Apple Company has contributed to increased sales, high profits,and has also helped in building the reputation of the company. On theother hand, marketing has contributed to the building of thecompany’s brand since it has become recognized as one of theworld’s greatest sports footwear and apparel company. Besides,marketing in the Nike Company has also contributed to increasedrevenues of the company. This is an indication that marketing is animportant element in any organization.

Thereare different marketing management tools and techniques that can beused by Zappos. One of the marketing management tools that can beused by the organization is ManageFlitter. This tool is critical inensuring that one works smarter and faster with Twitter.ManageFlitter can help an organization in unfollowing inactiveaccounts and spam accounts. It can also be capable of monitoringkeywords, usernames, and websites that are mentioned on Twitter. Thistool is advantageous since it can help the organization in findingrelevant individuals to follow and connect with through searchingTwitter locations, keywords, and bios. Besides, the tool isadvantageous since it can help the organization in scheduling andposting tweets during optimal times, when followers are likely toview the updates. The limitation of using this tool is that most ofits features need to be paid for in order to access them this makesthe tool costly to use in the organization.

Tagboardis another tool that the organization can use in managing itsmarketing. This tool can be used in monitoring conversations, whichturn around specific hashtags on the social media. The tool can pullcontent from all the social media used by the organization andgenerate a custom board with content from different platforms(Cheverton,2004. Pp 104). The tool is critical in managing marketing since ithas the capacity of monitoring its brand or that of anotherorganization. Using this tool is advantageous because it helps infinding content concerning a certain topic. Besides, it can also beused with different social media platforms. The limitation of thistool is that it requires the use of different social media platformsin order to obtain matching content. Besides, it can only be usedwith the social media platforms. Another critical marketingmanagement tool that can be used by the organization entailsAddvocate (Bruggen&ampWierenga,2000. Pp 94). This tool enables all coworkers to generate and sharecontent for an organization. This tool advantageous to theorganization since it offers complete content marketing workflow,enabling the organization to curate, discover, publish, and analyzecontent. A limitation of this tool is that it can only be used withthe social media platforms.

Thereare different marketing management techniques that can be used by theorganization, which include market segmentation, product positioning,and SWOT analysis. When considering market segmentation technique,marketing managers have to segment their target markets prior todeveloping their advertising and marketing plans. One of the waysthat marketing managers can segment the market entails the use ofwarranty cards that individuals fill out, when purchasing. In thewarranty cards, marketing managers can include varied demographicqueries such as age, income, gender, education, and occupation.Because all customers fill out these warranty cards, the marketingmanagers can be in a position to create customer profiles. It isthrough creating these profiles that marketing managers can know whoto target in their marketing campaigns. For instance, if the profilesindicate that the most customers are men aged 25-40 years, then theorganization should focus their marketing on this group. A limitationof using this technique is that customers may give false information,which may give wrong interpretation concerning the demographics toconcentrate on during marketing. A benefit of this technique is thatit is easy to do marketing, when concentrating on the segments. Thiscan be beneficial to the organization since it can use segments ineasily marketing its products.

Thetechnique of using SWOT analysis in managing marketing entailsconcentrating on internal factors of the organization (strengths andweaknesses) and external factors (opportunities and threats).Marketing managers concentrate on these factors on the side of theirorganization and compare them with strengths of their keycompetitors, and look for ways that they can exploit the strengthsthey have in finding new opportunities (Saxena,2006. Pp 42). A benefit of using this technique is that it can beused in enhancing competitiveness of an organization however, it hasa limitation in that it is sometimes difficult in obtaininginformation concerning other organizations.

Onthe other hand, product positioning technique involves finding keysegments of a market, which are underserved. This technique isadvantageous to an organization because it helps an organization inentering a market that has a lot of capacity, where chances ofsuccess are very high. However, it has a limitation in that an areamay have a lot of competition since many organizations will targetthe underserved segment in the market. This may decrease the chancesof success in the market.

Themarketing practice has currently changed. Initially, the marketingpractice focused on the use of salespeople that searched forprospective customers everywhere after which, they followed theprospective customers through the use of telephones. In otherinstances, salespeople were used in distributing pamphlets to thepublic in an attempt to market an organization. However, thesepractices have now taken a new dimension, where digital technologiesare used in marketing. Digital marketing uses technologies likee-mail, social networks, apps, and websites. Organizations are nowusing a combination of traditional marketing practices with theemerging ones. The use of the new marketing technologies such as thesocial media platforms like Twitter and Facebook has been of immensebenefit to organization. Zappos has embraced the use of thesemarketing technologies since it uses Twitter and blogs in itsmarketing practices. This has contributed significantly to theorganization. One of the contributions to the organization because ofusing these digital technologies is the strengthening of thecompany’s culture. The use of Twitter by Hsieh made peopleappreciate the openness and honesty of the organization, which madethem have a personal connection with Zappos (Angelou, 2010. Pp 8).Through people having a personal connection with the organization,the organization has been capable of building its brand. Thus,through the use of Twitter, Zappos has been in a position to increaseits brand awareness. Another contribution of using the digitaltechnologies is that the organization has been capable of buildinglong lasting relationships with its customers. The use of socialmedia platforms such as Twitter has helped the organization to have abetter interaction with customers, which establishes longassociations with its customers. Another contribution of using thedigital technologies is that it can reach a vast number of people,which implies that the organization can use the digital technologiesin announcing something to the masses. Whenever Zappos want to make acertain announcement to the public, it can use just make a tweet andalmost everyone will get the information since it is possible toreach a vast number of individuals through the Twitter.

Throughthe use of the digital technologies, the organization has beencapable of planning for its future (Ryan &ampJones,2012. Pp 54). The use of Twitter acts like a market research tool,where the organization can learn concerning the customer feel anddesire on the products that the organization offers. The organizationcan use the opinions provided by customers about the product inplanning for the future products. Besides, the opinions offered bycustomers through the digital technologies can be used in providingother ideas that can be used for future development of theorganization.

Inaddition, the use of digital technologies such as Twitter by theorganization has contributed to customer satisfaction. Through theuse of Twitter, the organization can be in a position to connect withits customers and answer questions that customers ask in an attemptto satisfy their customers (Zarrella,2010. Pp 82). It can also use search features to find customers thathave mentioned its business and make things better, drawing from thecomments of customers. On the other hand, the use of the digitaltechnologies in the marketing practice contributes to theorganization positively since it helps in mitigating operating costs,which is a component of profitability. Comparing digital marketingtechnologies to the traditional marketing ones, an organization islikely to save marketing costs since a vast number of individuals canbe reached with little cost. This subsequently saves operating costsfor the organization.


Zapposhas used Twitter, which is a digital marketing technology. The use ofTwitter has led to the building of the brand name of theorganization. Hsieh used Twitter in Zappos in sharing the culture ofthe organization and amplifying customer experience. Although theorganization first used telephone in sharing its culture, it laterused Twitter in enhancing the customer experience. Through the use ofTwitter, the organization was capable of providing customers with apersonal experience concerning the products of the organization. Theorganization was in a position to satisfy customers through providingfeedback through the Twitter. This social media platform wasextensively used by Zappos in building its reputation. There aredifferent marketing management techniques that can be used by theorganization, which include market segmentation, product positioning,and SWOT analysis. In market segmentation technique, marketingmanagers have to segment their target markets prior to developingtheir advertising and marketing plans. One of the ways that marketingmanagers can segment the market entails the use of warranty cardsthat individuals fill out, when purchasing. It is these warrantycards that can help in creating customer profiles, which help inrealizing market segmentation. The technique of using SWOT analysisentails concentrating on internal factors of the organization andexternal factors. Marketing managers concentrate on these factors onthe side of their organization and compare them with strengths oftheir key competitors, and look for ways that they can exploit thestrengths they have in finding new opportunities. Alternatively,product positioning technique involves finding key segments of amarket, which are underserved. This technique is advantageous to anorganization because it helps an organization in entering a marketthat has a lot of capacity, where chances of success are very high.


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