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Illustrate the total product concept, in relation to the marketing mix that Dacia have used for their vehicles, using the Dacia Duster as your example.

The Chartered Institute of Marketing defines marketing as: ‘The management process of anticipating, identifying and satisfying customer requirements profitability’ (CIM, 2001).  Also The American Marketing Association offers the following definition of marketing 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(AMA, 2007).  The CIM and AMA definitions both stress the importance of considering the customer ‘requirements’ and the AMA to ‘delivering value’.[1]   Both the CIM and AMA definition recognizes the need for marketers is important.

In a business, to build brands and deliver long term profits, marketers use a business tool called the marketing mix. This is used to help create a marketing strategy, also known as the four P’s. The four p’s consists of four elements, this includes- Product, Price, Place and Promotion.  Each of the elements hold importance in marketing as without these elements, the whole product offering will be devalued. According to Kotler, “A product is anything that can be offered to a market for attention, acquisition, use or consumption and that might satisfy a want or need; it includes physical objects, services, persons, places, organizations and ideas”. In relation to the case study, Dacia Duster, the marketing product is the vehicles


What are the pricing objectives of Dacia, and why they have been chosen by the organisation?

Main prices and objectives=give basic then think what Dacia is using


Who are the target market of Dacia and how have they segmented their market and why?-target market-explain and justify


Who are Dacia’s competitors and what is Dacia’s competitive advantage? Using a perceptual map plot where you see Dacia in comparison to their competitors and explain your rationale for this?-Identify Competitors and use a diagram


[1] Paul Baines, Chris Fill , Marketing.2nded.Oxford:Oxford University Press pg. 5


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