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Introduction
The main purpose of this report is to highlight the importance of marketing process in
this contemporary business context through case study of Enterprise Rent A cars. It
has explained in detail how the organizations adopt the concept of marketing mix
when they introduce new products into the market.
According to American Market Association, Marketing is defined as “the activity, set

of institutions, and processes for creating, communicating, delivering, and
exchanging offerings that have value for customers, clients, partners, and society at
large”. The main focus of the marketing process is to satisfy the needs of the
customers. Kotler (2019) has also defined marketing as social and managerial
process which helps the customers to obtain what they require by engaging the
customers with the products.
Ben (2018) defined marketing process as a customer-oriented process which is

focused on creating awareness among the customers and to increase revenue of the
business. This report has explained the marketing mix process of enterprise Rent-A-
Car with special focus on how it takes care of our customers, communities and
environment.
Marketing Processes and Concepts
According to Mandal and Rosenberg (1981), Marketing is a process where

producers provides products and services according to the wants and needs of the
customers. It is known as an exchange process between producers and consumers.
Kotler and Armystrong (2016) mentioned that organizations are required to enter five
step process to successfully enter a new product or service into the market. The
organizations are required to understand the situations of markets, customers their
needs and their wants. This can help the organization to develop a marketing
focused strategy. It is only through a customer focused strategy that organizations
can develop plan and can deliver superior values to the customers. Therefore, the
marketing process is based on the establishment of strong customer relationship, to
generate profits for the organizations and to make the customers highly satisfied. It is
only after capturing customer’s value, the organizations can create value for the
customers and can generate high revenue.
Marketing mix is a concept used by manufacturers to be successful in the field of
marketing. The modern market concept is based on the consumer’s preferences.
Borden (1990) defined marketing mix is based on the combination of four inputs i.e.,
product, price structure, promotional activities and distribution system. While
formulating marketing plans, it is essential for the organizations to use all these
elements as instruments. These are also known as the four Ps of market.
According to Chong (2003), the concept marketing mix is generated from the single
P of theory of microeconomic and it is a combination of different marketing decision
variables used by the organizations to market the products produced by it. The first
step of marketing is to identify the market and to collect the basic information about it
and the next step is the direction of market programming with the objective to meet
with the needs of the customers. Hill (2016) defined marketing mix strategy as an
important concept of modern marketing. This vital aspect helps in making decisions
related to positioning, targeting and segmentation. Various critics commented that
marketing mix concept have started losing its position in the market and various new
concepts have started emerging. Gronroos (1994) also mentioned that McCarthy’s
concept is not sufficient enough to acknowledge market and four Ps of market are
production oriented. This report has discussed the marketing mix aspect of
enterprise Rent A cars. This marketing mix process is based on the extended 7Ps of
marketing.
Product
According to marketing strategy, it is not the product that is viewed as a tangible

element but source of value delivered to customers is known as the tangible product.
Enterprise car can deliver this value to the customers in various different ways i.e.,
physical product, priming and pre purchase education provided to the customers by
the staff, services related to installation and repair of the products, financial plans
related to purchase and products and word of mouth reference etc. Marketing
managers of enterprise cars can understand these aspects of product concepts in
various different ways and provide an opportunity to the company to differentiate its
products from other competitors. Under product management, there are different
stages of the marketing processes which are as follows.
Identification of opportunity: It is through market research, needs of the customers

are identified and Enterprise Cars got opportunity to cater with present and acquired
resources.
Designing and testing of products: The company design its products according to the
needs of the customers. The main factors considered during the process of
designing and testing are customer value proposition, regulatory requirements,
Enterprise Car skills and resources, opportunities for differentiated positioning, and
profitability.
Product launching: This step consists of decisions related to product price,

communication strategy, distribution channel management and to build infrastructure
for the post purchase services.
Pricing
It is considered as a highly complex activity which depends upon other Ps of marketing i.e., product,
place and promotion. But the price what the customer is willing to pay for the product in the given
competitive context is known as the conceptually perceived value. There are various different
aspects that can be used by Enterprise rent a car to decide the prices of its products such as cost,
value, market penetration, market skimming, good value and competition.
Cost Base Pricing: Enterprise Rent A car can set up its cost based on the required profits. This
strategy can prove less feasible for the company in high level of competition. Uber is the best
example of this cost-based pricing that is running losses in billions by providing services at lower
rates for its comparison with individual taxi drivers.
Value Base Pricing:
This value-based pricing is based on the perception of the customers. The company can inculcate
both tangible and intangible benefits by considering elasticity of demand in the market and
competitive pressures.
Market Penetration Pricing
It is to launch its new products into the market, the company can adopt market penetrating
strategy where its offers products at very low price.
Market Skimming Pricing
The company can focus on increasing the price of the products which have high brand name
and brand value in the market.
Good Value Pricing
There is another strategy named good value pricing that can help the company to increase
customer satisfaction by offering correct combination of product features, quality, and
service combination at fair price. GoPro is using this good value pricing strategy.
Competition Based Pricing

According to this strategy, price is set according to the competition in the market. The
companies try to compare the prices with the prices of products by other competitors in the
market and to increase its profits by reducing its cost of operations.
From the evidences, it is recommended that the Enterprise Rent a Car should follow the
following strategies.
Enterprise Rent A Car is a well-established brand in the market. The company can get
premium over other competitors in the market. Therefore, it should focus on high brand
awareness.
The products introduced by the company are innovative. Therefore, a slight

premium pricing can attract the attention of the high-class customers because
premium pricing would enhance the features of the products. A low premium pricing
would restrict other competitors to enter the present segment. But high premium
pricing my attract various other competitors into the market which can decrease the
profitability of the company.
Place
Place which is also considered as a distribution channel is a process through which

enterprise cars delivers its products to the customers. This distribution channel is
based on two different channels for decision criteria which are as follows
Channel design
Enterprise Rent A Car needs to decides from direct, indirect and hybrid channels for
making an effective decision regarding its distribution system. Direct distribution
system can make it possible for the company to reach directly to the customers.
Indirect system consists of various wholesalers, agents and retailers. The hybrid
distribution system is an effective one for the company because it helps the company
in managing the critical aspects of the system.
Channel Management
Change management is related to management of various power centres and to

manage them based on the bargaining power of each player. This channel
management is based on three different aspects.
Customers’ willingness to research for the products and to travel to purchase the
product: Customers with high level of willingness always have high brand loyalty. The
Enterprise Rent A cars can design favourable policies for such customers to make
them connected with the brand for a long time.
Market development: Market development is considered as one of the main factors

for channel management. Enterprise Rent A cars needs to make huge market
development efforts to include new channel partners who have high knowledge
regarding market expansion.
Promotion
The promotional tools used by Enterprise Rent A Car are advertisement, sales
promotion, personal selling, public relations and direct marketing. All five
communication tools extensively help the company to communicate with the
customers. The main focus of the company is to create brand awareness using a
pushing strategy by making use of all these promotional tools. …………….
Mentioned that the main purpose of the promotions is to communicate with the
individuals, groups and organizations directly and indirectly and to convince the
audience to accepts the products of the organization.
Process
Services in any organization can be generated through process only. It is essential to

capture the personal data of the customers for marketing after generating interest of
the customers in the product. This process consists of conducting survey by
selecting a particular group of population. Enterprise Rent A car can identify the
requirements of the customers by conducting these surveys. This process would
help the company to enhance the satisfaction of the customers by providing them
product of their choice.
People
In this extended marketing mix, human interface is an important aspect which acts
as a connection between product and the target audience. The employees of the
company, Enterprise Rent A Cars, acts as a human interference between products
offered by the company and the target audience. The motive of the company to take
care of its employees and its customers first and the profits of the organization will
flow acts as a success mantra for the company and the employees of the company
through their professional behavior are making their best efforts to attract the
attention of the customers towards the products of the company.
Physical evidence
The products offered by Enterprise Rent A car are tangible, thus have physical
evidence. The physical evidence of Enterprise Rent A car has made it the largest
transport solution in all over the world. The company is offering local and airport
rentals, car hiring and E-rent division. The network of the company is expanded with
its 10000 branches in all over the world with more than 10000 employees in more
than 90 countries of the world. It is only in UK; the company has its branches and
vehicles available in every 10 miles and around 93% population of UK is using the
products of the company. The company is focused on making the world a better
place; therefore, it is playing an active role in the sustainability. It is only because of
the size of the company, it has obtained a unique position in the world’s market with
enhanced innovation, advance research and test the market driven solutions
Conclusion
In conclusion, it can be stated that the company Enterprise A Cars should follow
extended marketing mix strategy for the achievement of its objectives. It is highly
required to create positive customer experience to increase their level of satisfaction
from the products. Low premium pricing strategy, proper channel design and channel
management can best help the company to keep the employees motivated and to
further increase the satisfaction of the customers.

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What is the main purpose of the report?

What is the main purpose of the report?

What are the main elements of marketing mix according to Borden (1990)?

What are the main elements of marketing mix according to Borden (1990)?

Introduction

According to American Market Association, Marketing is defined as “the activity, set

Ben (2018) defined marketing process as a customer-oriented process which is

Marketing Processes and Concepts

According to Mandal and Rosenberg (1981), Marketing is a process where

According to marketing strategy, it is not the product that is viewed as a tangible

Identification of opportunity: It is through market research, needs of the customers

Product launching: This step consists of decisions related to product price,

Value Base Pricing:

Market Penetration Pricing

Market Skimming Pricing

Good Value Pricing

Competition Based Pricing

The products introduced by the company are innovative. Therefore, a slight

Place which is also considered as a distribution channel is a process through which

Change management is related to management of various power centres and to

Market development: Market development is considered as one of the main factors

Services in any organization can be generated through process only. It is essential to

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