e. The concept of the new product introduction will be developed within this identified marketing desire. The new product will be Starbucks Freshly Brewed Coffee Home Delivery. Starbucks Mobile Coffee Shops will deliver freshly brewed coffee products to consumers' homes on order. Orders may be placed by telephone or Internet. Delivery time requests must be a minimum of 20 minutes from the time of the order. All orders must be paid in advance of delivery by credit card, debit card, or prepaid account.
The function of marketing is discharged through a series of processes. The strategic marketing process is concerned with the interactive relationships between a marketing organization and its environments, and with the functional decisions required in order for a marketing organization to effectively interact with its environments. The strategic marketing process, thus, required the application of decision-making process to (a) identify market segments, (b) develop product strategies, (c) develop pricing strategies, (d) develop distribution strategies, and (e) to develop advertising and sales promotion strategies (Kotler, 2005).
The strategic marketing process is concerned with interactive relationships between a marketing organization and its environments and with the functional decisions required in order for a marketing organization to effectively interact with its environments (Murphy & Enis, 1998). Whatever marketing concept is employed in the conduct of marketing activities, two major analytical tools must be used effectively by the successful marketer. These tools are:
The first tool is marketing system analysis. Marketing system analysis is concerned with the identification of the major institutional components in the marketing environment that interact to produce results in the marketplace (Kotler, 2005).
The second tool is marketing process analysis. Marketing process analysis consists ...