Marketing is at the heart of every organisation’s activity. Its importance is also growing in the non-commercial, public and voluntary sectors. Also, at the heart of marketing is the customer. This unit will introduce you to some of the tools and techniques all types of organisations use to achieve their objectives.
The aim of this unit is to give a brief overview of the principles of marketing or can be used as a basis for further study of specialist marketing units.
On completion of this unit you should:
1. Know the role of marketing in organisations
2. Be able to use marketing research and marketing planning
3. Understand how and why customer groups are marketed
4. Be able to develop a coherent marketing mix.
describe how marketing techniques are used to market products in two organisations
M1 compare marketing techniques used in marketing products in two organisations
evaluate the effectiveness of the use of techniques in marketing products in one organisation
P2 describe the limitations and constraints of marketing
P3 describe how a selected organisation uses marketing research to contribute to the development of its marketing plans
M2 explain the limitations of marketing research used to contribute to the development of a selected organisation’s marketing plans
D2 make justified recommendations for improving the validity of the marketing research used to contribute to the development of a selected organisation’s marketing plans
P4 use marketing research for marketing planning
P5 explain how and why groups of customers are targeted for selected products
P6 develop a coherent marketing mix for a new product or service.
M3 develop a coherent marketing mix that is targeted at a defined group of potential customers.
P1 - describe how marketing techniques are used to market products in two organisations
M1 - compare marketing techniques used in marketing products in two organisations
Choose two products from different businesses to investigate. Make sure these products are from different categories as listed below:
Electrical & Computing
Health & Beauty
Food & Drink
Make sure the products and businesses you have chosen are well known and have large marketing campaigns that you can refer to during your task.
You now need to write a report about each product:
a) Give a brief introduction to the business and product including
i. Business objectives ii. Marketing objectives iii. Description of the product and its benefits iv. Description of other products the business manufactures
b) Describe the marketing techniques that are used by the businesses including;
i. Growth strategies ii. Survival strategies iii. Branding iv. Relationship marketing
c) Compare the marketing techniques used by the businesses to each other, considering:
i. Techniques used – similarities and differences ii. Differences in products iii. Differences in who they are marketing to
P2 - describe the limitations and constraints of marketing
You now need to create an informative leaflet for a new marketing company to explain the limitations and constraints under which marketer operate.
Within the leaflet you MUST include examples relating to the 2 products and businesses you discussed in part 1.
In you leaflet you must include definitions and examples relating to:
a) Sale of Goods Act 1979
b) Consumer Protection from Unfair Trading Regulations 2008
c) Consumer Credit Acts 1974 and 2006
d) Consumer Protection Regulations
e) Data Protection Act 1998
f) Voluntary codes including: Committee of Advertising Practice
g) Voluntary codes including: Advertising Standard Authority
h) Voluntary codes including: Pressure Groups and consumerism
i) Voluntary codes including: Use of acceptable language
D1 - evaluate the effectiveness of the use of techniques in marketing products in