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 learners to some of the tools and techniques all types of organisations use to achieve their objectives.
Firstly, learners will explore how different types of organisations use marketing principles to meet the needs of their customers and achieve their objectives. The constraints under which organisations operate are important and learners will study the legal requirements and voluntary codes that affect marketing.
Learners will then go on to investigate how organisations collect data through market research and turn it into useful information which can be analysed and used to plan their marketing activities. The segmentation and targeting of groups of customers is a key marketing technique and this is studied in detail.
This includes the different bases for segmentation of both consumer and business markets. Next, learners will examine how a marketing mix is developed to meet the needs and aspirations of a targeted group of prospective customers, before going on to develop a marketing mix for a new product or service.
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 targeted
4. Be able to develop a coherent marketing mix.
5. Criteria reference
BTEC L3 Extended Diploma In Business
Unit number and title
Unit 3: Introduction to Marketing
24th March 2014
‘A’ LISTED MARKETERS. Part 1
The purpose of this assignment is to: Work individually to complete the following tasks.
You have just started working for a large marketing and design agency based in Teesside that consults for a variety of businesses on the marketing activities that they undertake in order to promote their products or services. The agency has a varied portfolio of ‘A’ Listed clients and you have been given the task of consulting for two new clients, one business that operates in the private sector and one in the public or voluntary sector. Choose your two businesses remembering that:
One must be from the private sector, for example, Marks & Spencer One must be from the public or voluntary sector, for example, Oxfam.
Describe how marketing techniques are used to market products in two organisations.
You task is to produce a presentation for your senior management team (SMT) to introduce your new clients.
Your presentation must include the following:
a) Two different definitions of marketing (don’t forget to reference your source!) b) Identify the broad aims and objectives of organisations of the private, public and voluntary sectors c) Identify the aims specifically for each of your selected businesses d)
e) Part B
f) For each business, you will need to research and describe the marketing techniques it has used in order to market one product/service. These techniques might include:
Following unit content guidance sheet & week 1 PowerPoint; in support of this task (P1)
Describe the limitations and constraints of marketing
Your task is to create a factsheet that describes the limitations and constraints under which marketers operate; this should include legal requirements and the use of voluntary codes and constraints.
Select one of the businesses you researched for criterion P1, describe the limitations and constraints of marketing for the organisation. Include the following in your description: legal constraints, for example Sale of Goods Act 1979, The Consumer Protection from Unfair Trading Regulations 2008, Consumer Credit Acts 1974 & 2006, Consumer Protection (Distance Selling) Regulations, Date Protection Act 1998 Voluntary constraints, for example Code of Advertising Practice and Advertising Standards Authority. pressure groups and consumerism, for example CBI
Guidance note: you should give real life examples of each limitation and constraints identified and include suitable text and images into your factsheet. Following unit content guidance sheet & week 2 PowerPoint; in support of this task
Compare marketing techniques used in marketing products in two organisations M1
To complement the presentation you developed for criterion P1, you now need to produce a report where you will demonstrate higher-level skills through comparing or finding the similarities and differences between the marketing techniques used by the two organisations.
Guidance note: your report should include an introduction and be separated into sub-sections including growth strategies, survival strategies, branding and relationship marketing.
Follow tutor support; stretch & challenge activities to work towards this criteria (M1)
Evaluate the effectiveness of the use of techniques in marketing products in one organisation. D1
This task is an extension to the report you have produced for criterion M1. You now need to select one of your two businesses and fully explain how effective you think it has been with the techniques used in marketing its products? You should fully justify your answer and make suitable recommendations for improvement.
Guidance note: you should back up your points with suitable, real life examples relating to that particular business. Evaluation requires more than stating an opinion and should demonstrate higher-level skills such as researching and interpreting data and using logical judgements about the validity and reliability of the data used to evaluate the effectiveness of the marketing techniques
Follow tutor support; stretch & challenge activities to work towards this criteria (D1) Sources of information
Indicative Reading Bevan J, Dransfield R, Coupland-Smith H, Goymer J and Richards C – BTEC Level 3 National Business Student Book 1 (Pearson, 2009) ISBN 9781846906343. Tutor support Stretch & Challenge guidance sheets.
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