Essay on Marketing Research

Submitted By ollyquilt1
Words: 998
Pages: 4

Student Name:
Date issued: 16.09.13
Date due in: 09.12.13
Unit Title: Unit 3: Introduction to Marketing
Assignment Title: Marketing
Criteria Covered by Assignment: P1, P2, P3, P4, P5, P6, M1, M2, M3, D1, D2


Following your successful completion of your BTEC course you have been employed as a marketing assistant for the research organisation ‘Keynote’. They currently have a vacancy in their ‘Food and Leisure’ department and have asked you to prepare a formal report on two successful organisations this area, McDonald’s and Innocent, in order to assess your suitability for promotion.

Learning Outcomes

On completion of this unit you will know the role of marketing in organisations, be able to use marketing research and marketing planning, understand how and why customer groups are targeted and be able to develop a coherent marketing mix.


Part A – Tasks 1 & 2

1. Marketing Techniques. Describe how marketing techniques are used to market products in two organisations (P1). Compare marketing techniques used in marketing products in two organisations (M1). Evaluate the effectiveness of the use of techniques in marketing products in one organisation (D1)

a. Define what is meant by marketing and the role of marketing in organisations.
b. Explain the type of aims and objectives you would find in the private sector, public sector and voluntary sector.
c. Explain the kind of marketing objectives these organisations may have in terms of market leadership, brand awareness, customer satisfaction.
d. Explain how more general organisational objectives link with marketing objectives.
e. Explain the Ansoff Matrix and apply it to McDonald’s and Innocent.
f. Explain the concept of branding and the extent to which it influences buyer behaviour, product positioning and brand extensions in both organisations.
g. Explain what is meant by Relationship Marketing and how it is important to both McDonald’s and Innocent.
h. Using evidence, undertake a comparison of how McDonald’s and Innocent have used the components of the Ansoff Matrix, the strength of their brands, and Relationship Marketing to develop their businesses. What similarities and differences are there? (MERIT)
i. Choosing one of the organisations, undertake a detailed evaluation, using good evidence, of how effectively they have used marketing techniques to develop products – you need to make well-considered judgements. (DISTINCTION)

Interim date: 14.10.13

2. Constraints. Describe the limitations and constraints of marketing (P2)

a. Organisations must abide by a variety of limitations and constraints on their marketing. Explain these in relation to legal constraints such as the Sale of Goods Act, Trade Descriptions Act and Data Protection Act. Also explain the voluntary constraints such as the Code of Advertising Practice, the ASA and pressure from consumers and pressure groups.

Interim date: 4.11.13


Part B

3. Marketing research and planning. Describe how a selected organisation uses marketing research to contribute to the development of its marketing plans (P3). Use marketing research for marketing planning (P4). Explain the limitations of marketing research used to contribute to the development of a selected organisation’s marketing plans (M2). Make justified recommendations for improving the validity of the marketing research used to contribute to the development of a selected organisation’s marketing plans (D2).

a. Find a typical model of the marketing planning process and explain each stage.
b. What is meant by marketing research and how does it fit into the marketing planning process?
c. Describe how McDonald’s uses marketing research to inform its marketing planning – think about primary, secondary, internal, external, qualitative and quantitative research.
d. Look at the research that McDonald’s has undertaken (online