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Marketing Mix of Chevron Corporation

Marketing Mix of Chevron Corporation

Discuss Marketing Mix of Chevron Corporation within the Marketing Management forums, part of the PUBLISH / UPLOAD PROJECT OR DOWNLOAD REFERENCE PROJECT category; Chevron Corporation (NYSE: CVX Euronext: CHTEX) is an American multinational energy corporation. Headquartered in San Ramon, California, and active in ...

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Marketing Mix of Chevron Corporation - December 6th, 2010

Chevron Corporation (NYSE: CVX Euronext: CHTEX) is an American multinational energy corporation. Headquartered in San Ramon, California, and active in more than 180 countries, it is engaged in every aspect of the oil, gas, and geothermal energy industries, including exploration and production; refining, marketing and transport; chemicals manufacturing and sales; and power generation. Chevron is one of the world's six "supermajor" oil companies

Chevron traditionally traces its roots to an oil discovery in Pico Canyon (now the Pico Canyon Oilfield) north of Los Angeles. The discovery led to the formation, in 1879, of the Pacific Coast Oil Company, the oldest predecessor of Chevron Corporation. Another side of the genealogical chart points to the founding of The Texas Fuel Company in 1901, a modest enterprise that started out in three rooms of a corrugated iron building in Beaumont, Texas. This company was known as the Texas Company and later Texaco.

Chevron Corporation was originally known as Standard Oil of California, or SoCal, and was formed amid the antitrust breakup of John D. Rockefeller's Standard Oil company in 1911. It was one of the "Seven Sisters" that dominated the world oil industry in the early 20th century. In 1933, Saudi Arabia granted SoCal a concession to find oil, and oil was found in 1938. In the early 1950s, SoCal discovered the world's largest oil field (Ghawar) in Saudi Arabia. SoCal's subsidiary, California-Arabian Standard Oil Company, developed over years, to become the Arabian American Oil Company (ARAMCO) in 1944. In 1973, the Saudi government began buying into ARAMCO. By 1980, the company was entirely owned by the Saudis, and in 1988, the name was changed to Saudi Arabian Oil Company (Saudi Aramco).

Standard Oil of California and Gulf Oil merged in 1984, the largest merger in history at that time. Under the antitrust regulation, SoCal divested many of Gulf's operating subsidiaries, and sold some Gulf stations and a refinery in the eastern United States. SoCal changed the name to Chevron Corporation.


* Product Defining the characteristics of your product or service to meet the customers' needs.

* Price: Deciding on a pricing strategy. Even if you decide not to charge for a service, it is useful to realise that this is still a pricing strategy. Identifying the total cost to the user (which is likely to be higher than the charge you make) is a part of the price element.

* Promotion This includes advertising, personal selling (eg attending exhibitions), sales promotions (eg special offers), and atmospherics (creating the right impression through the working environment). Public Relations is included within Promotion by many marketing people (though PR people tend to see it as a separate discipline).

* Place or distribution. Looking at location (eg of a library) and where a service is delivered (eg are search results delivered to the user's desktop, office, pigeonhole - or do they have to collect them).

There are two ways to impress bluffers.
You can extend the number of P's - the two which are usually seen as useful additions for services (including information services) are:

* People Good information services are not likely to be delivered by people who are unskilled or demotivated;

* Process The way in which the user gets hold of the service (eg the way in which a document or a search can be ordered).
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