Welcome to our comprehensive guide on marketing principles assignment help for Unit 4 at Icon College. In this section, we will explore the fundamental concepts and definitions of marketing, the marketing process, and the importance of marketing orientation in an organization.

Key Takeaways:

  • Understand the core principles and definitions of marketing
  • Explore the marketing process and its importance in business
  • Learn about marketing orientation and its impact on organizational success
  • Gain insights into the role of stakeholders and Porter’s five force model in marketing
  • Analyze the macro and micro environmental factors that influence marketing decisions

Definitions and Marketing Process

To begin, let’s explore the various definitions of marketing. According to Philip Kotler, marketing is the process of creating, communicating, and delivering value to customers.

We will now examine how this definition applies to Starbucks, focusing on how they create value through high-quality products and infrastructure, communicate value through social networking and advertising, and deliver value through excellent service.

In order to better understand the marketing process, let’s dive into the five steps involved:

  1. Market and environment analysis: This step involves analyzing the target market and understanding the external factors that may impact the marketing strategy.
  2. Fixing market target: Here, the marketer identifies the specific segment of the market they want to target based on their analysis.
  3. Setting marketing strategy: This step involves developing a comprehensive strategy that encompasses the marketing mix elements such as product, price, promotion, and place.
  4. Marketing mix: This refers to the tactical and operational decisions made to execute the marketing strategy.
  5. Marketing controlling: The final step involves monitoring and evaluating the marketing efforts to ensure they align with the marketing objectives.

By following these steps, companies like Starbucks are able to effectively create, communicate, and deliver value to their customers, ultimately driving business success.

marketing process

Now that we have a solid understanding of the marketing process and how it applies to Starbucks, let’s move on to the next section where we will explore marketing concepts and orientation.

Marketing Concepts and Orientation

In this section, we will explore the various marketing concepts and evaluate the benefits and costs associated with adopting marketing orientation in an organization. Additionally, we will delve into the importance of stakeholder analysis and examine the application of Porter’s five force model within the context of Starbucks. By analyzing the impact on stakeholders such as customers, employees, suppliers, partners, and government bodies, we can gain a comprehensive understanding of the competitive landscape and market dynamics.

The Importance of Marketing Concepts

Marketing concepts serve as the foundation for successful marketing strategies. They guide organizations in identifying and satisfying customer needs and wants while achieving their business objectives. Some key marketing concepts include:

  1. Product Oriented Approach: This approach focuses on product features and benefits, with a belief that customers will buy products that offer the most quality, performance, and features.
  2. Sales Oriented Approach: This approach emphasizes personal selling and promotion activities to boost sales and generate revenue.
  3. Market Oriented Approach: This approach centers around understanding customer needs and wants, delivering superior value, and building long-term customer relationships.
  4. Societal Marketing Orientation: This approach considers not only customer needs and wants but also the well-being of society while making marketing decisions.

By adopting a market-oriented approach, organizations like Starbucks can better understand their target customers, identify market opportunities, and develop effective marketing strategies.

Stakeholder Analysis and Porter’s Five Force Model

Stakeholder analysis is a crucial tool in understanding the interests, needs, and expectations of various stakeholders, both internal and external, that are affected by an organization’s activities. By conducting stakeholder analysis, businesses can develop strategies that address these stakeholders’ concerns and enhance their satisfaction.

When it comes to assessing the competitive environment, Porter’s five force model is widely used. This model helps organizations understand the competition within their industry and identify opportunities and threats. The five forces considered in this model are:

  1. Suppliers: Evaluate the power and influence of suppliers in the industry. Are there limited suppliers or alternative sources available?
  2. Buyers: Assess the bargaining power of buyers. What influences their purchasing decisions? How easy is it for buyers to switch to alternative products or suppliers?
  3. Potential New Entrants: Consider the barriers to entry for new competitors. Are there significant costs or regulations that discourage new entrants?
  4. Substitute Products: Identify the availability and attractiveness of substitute products. Can customers easily find alternative products that fulfill their needs?
  5. Competitors: Analyze the intensity of competition in the industry. Who are the major competitors? What strategies do they employ?

By conducting a comprehensive analysis using these marketing concepts, stakeholder analysis, and Porter’s five force model, organizations can gain valuable insights into their industry, competitors, and market dynamics. This information is crucial for developing effective marketing strategies that align with customer needs, maximize competitive advantage, and drive business success.

Marketing Concepts Description
Product Oriented Approach Focuses on product features and benefits.
Sales Oriented Approach Emphasizes personal selling and promotion activities.
Market Oriented Approach Centers around understanding customer needs and wants.
Societal Marketing Orientation Considers customer needs, wants, and societal well-being.

Porter's Five Forces Model

Macro and Micro Environmental Factors

In this section, we will analyze the macro and micro environmental factors that influence marketing decisions in a business organization. By conducting a PESTLE analysis, we can gain insights into the political, economic, social, technical, legal, and environmental factors affecting the industry. Let’s delve deeper into each of these factors and their impact on Starbucks.

Political Factors

Political factors encompass government regulations, policies, and political stability that can shape the business environment. In the case of Starbucks, the support and favorability of local governments is crucial for smooth operations and expansion.

Economic Factors

Economic factors, such as inflation, exchange rates, and consumer confidence, significantly impact businesses. A slump in the economy may reduce consumers’ purchasing power, affecting Starbucks’ sales and profitability.

Social Factors

Social factors include cultural norms, demographic trends, and consumer behavior patterns. Starbucks must consider societal preferences, such as the increasing demand for healthier options and eco-friendly practices, to remain relevant and maintain a competitive edge.

Technical Factors

Technical factors refer to advancements in technology and their integration into business operations. Starbucks utilizes technology to enhance customer experiences, such as mobile ordering and loyalty programs, ensuring convenience and customer satisfaction.

Legal Factors

Legal factors consist of laws and regulations that businesses must comply with. Starbucks must adhere to labor laws, health and safety regulations, and intellectual property rights to mitigate legal risks and maintain ethical practices.

Environmental Factors

Environmental factors relate to sustainability concerns and environmental impact. Starbucks has implemented initiatives to reduce waste, promote recycling, and source ethically and sustainably produced coffee, aligning with consumers’ growing environmental consciousness.

Suppliers, Buyers, and Competition

Within the micro environment, three crucial factors influence marketing decisions: suppliers, buyers, and competition. Starbucks relies on suppliers for high-quality coffee beans, while buyers’ preferences and demands drive product development and marketing efforts. Additionally, competition from other coffee chains and local cafes pushes Starbucks to innovate and differentiate its offerings.

By thoroughly analyzing these macro and micro environmental factors, Starbucks can make informed marketing decisions, adapt to evolving trends, and maintain a competitive edge in the industry.

Segmentation and Targeting

In this section, we will examine the concept of market segmentation and recommend segmentation criteria and targeting methods for two popular products at Starbucks. Effective market segmentation allows companies to understand and cater to the unique needs and preferences of different customer groups, leading to more targeted marketing efforts and increased customer satisfaction.

Methods of Market Segmentation

There are several methods of market segmentation that companies can employ to identify distinct customer segments. These include:

  1. Geographic segmentation: Dividing the market based on geographic variables such as location, climate, or population density.
  2. Demographic segmentation: Classifying customers based on demographic factors such as age, gender, income, or occupation.
  3. Behavioral segmentation: Segmenting customers based on their behaviors, preferences, and usage patterns.
  4. Psychographic segmentation: Categorizing customers based on their lifestyles, attitudes, values, and interests.
  5. Segmentation by benefits: Grouping customers based on the benefits they seek from a product or service.
  6. Multi-variable account segmentation: Utilizing multiple variables, such as age, gender, and income, to create tailored segments.

By employing these segmentation methods, companies like Starbucks can gain a deeper understanding of their target customers and develop marketing strategies that effectively reach and engage each segment.

Target Market for Starbucks Products

Now let’s identify the target market for two selected Starbucks products:

Starbucks Product Demographic Targeting Method
Iced Tall Sugar-Free Caramel, Non-Fat, Light Ice Targeting based on age
Starbucks Double Shot on Ice Targeting based on age
Oreo Frappuccino Targeting based on age

For the iced tall sugar-free caramel, non-fat, light ice beverage, Starbucks can use age as a demographic targeting method. This product may appeal to health-conscious customers who are looking for a refreshing and guilt-free beverage option. By targeting specific age groups that are more likely to prioritize health and wellness, Starbucks can position this product effectively.

The Starbucks Double Shot on Ice is a strong and invigorating espresso-based drink. To target the right audience, Starbucks can utilize age as a demographic targeting method. Younger age groups might be more drawn to the energy and bold flavors this product offers.

The Oreo Frappuccino, a delicious and indulgent beverage, can also be targeted based on age. The target market for this product may include younger individuals who enjoy sweet treats and have a preference for popular snacks like Oreo cookies.

To successfully target these products, Starbucks should consider conducting market research and gathering insights into the preferences and behaviors of their target audience within each selected age group. This data will guide their marketing strategies and help them create customized experiences that resonate with their customers.

Influences on Buyer Behavior and Positioning Strategy

In this section, we will explore the various factors that influence buyer behavior and discuss the importance of a well-defined positioning strategy for a product or service at Starbucks. Understanding buyer behavior and effectively positioning a product or service are crucial in today’s competitive marketplace.

Influences on Buyer Behavior

Buyer behavior is influenced by a variety of factors, both internal and external. These include cultural influences, social influences, marketing influences, psychological influences, and situational influences.

  • Cultural influences: The cultural background of a buyer plays a significant role in shaping their preferences and choices. Factors such as values, beliefs, customs, and traditions can influence their purchasing decisions.
  • Social influences: The opinions and recommendations of friends, family, and other social groups can have a strong impact on buyer behavior. Consumers often seek validation and confirmation from their peers before making a purchase.
  • Marketing influences: Marketing efforts, such as advertising, promotions, and brand image, can shape consumer perceptions and influence their buying decisions. Effective marketing campaigns can create a sense of desire and urgency.
  • Psychological influences: Psychological factors, including perception, motivation, attitudes, and learning, can greatly impact buyer behavior. Marketers need to understand these factors to create targeted and persuasive marketing messages.
  • Situational influences: The specific circumstances and context in which a buyer finds themselves can influence their purchasing decisions. Factors such as time constraints, location, and immediate needs can play a role in buyer behavior.

Understanding these influences on buyer behavior is essential for marketers to develop effective marketing strategies and attract their target audience.

Market Research and Buyer Preferences

Market research is a crucial tool for understanding buyer preferences and tailoring marketing efforts to meet customer needs. It involves gathering and analyzing data about consumer behavior, market trends, and competitor activities.

By conducting market research, companies like Starbucks can gain valuable insights into their target audience’s preferences, buying habits, and expectations. This knowledge enables them to develop products and services that align with customer preferences and create a competitive advantage.

Positioning Strategy

Positioning refers to how a company differentiates its products or services from competitors in the minds of its target customers. A strong positioning strategy helps establish a unique and desirable image for the brand, making it stand out in a crowded marketplace.

For Starbucks, we suggest adopting different positioning strategies for two selected products. For one product, the focus should be on communicating health benefits. Emphasize how this product contributes to overall well-being, highlighting ingredients that promote health and wellness.

For the other product, the positioning strategy should emphasize taste appeal. Showcase the unique flavor profiles, use enticing descriptions, and highlight customer reviews that emphasize the delicious taste experience.

By effectively positioning their products, Starbucks can attract and retain loyal customers, differentiate themselves from competitors, and ultimately drive sales and revenue.

By understanding the various influences on buyer behavior and implementing a strategic positioning strategy, Starbucks can effectively engage their target customers and stand out in the market.


In conclusion, this article has provided an overview of the marketing principles assignment help for Unit 4 at Icon College. We have discussed the definitions and process of marketing, the importance of marketing concepts and orientation, the influence of macro and micro environmental factors, the concept of segmentation and targeting, factors influencing buyer behavior, and the use of positioning strategies.

By understanding these principles, students can successfully complete their marketing assignment and gain a deeper understanding of marketing principles in the business world. If you are a student in need of marketing principles assignment help or any college assignment assistance, our team is here to support you.

At our company, we have a team of experienced professionals who can provide expert guidance and assistance with marketing assignments. Whether you need help with understanding marketing concepts or require assistance in formulating a marketing strategy, our team is equipped to help you achieve academic success. Contact us today for reliable and comprehensive college assignment help.


What is marketing?

Marketing is the process of creating, communicating, and delivering value to customers.

How does marketing apply to Starbucks?

At Starbucks, marketing creates value through high-quality products and infrastructure, communicates value through social networking and advertising, and delivers value through excellent service.

What are the steps involved in the marketing process?

There are five steps in the marketing process: market and environment analysis, fixing market target, setting marketing strategy, marketing mix, and marketing controlling.

What are the marketing concepts and why are they important?

Marketing concepts help organizations understand and meet customer needs. They include stakeholder analysis and Porter’s five force model to assess the competitive landscape.

What are the macro and micro environmental factors that influence marketing decisions?

Macro environmental factors include political, economic, social, technical, legal, and environmental factors. Micro environmental factors include suppliers, buyers, and competition.

How does segmentation and targeting work?

Segmentation involves dividing the market into distinct groups based on criteria like geographic, demographic, behavioral, and psychographic factors. Targeting is the selection of specific segments to focus on. For example, Starbucks may target different age groups for different products.

What influences buyer behavior?

Buyer behavior is influenced by cultural, social, marketing, psychological, and situational factors. Market research is crucial in understanding customer preferences.

How can positioning strategy impact a product or service?

Positioning strategy involves how a product or service is perceived in relation to competitors. Different strategies, such as emphasizing health benefits or taste appeal, can influence consumer perception.

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