BTEC National Award in Business
2007 - 08
Unit 3: Introduction to Marketing
‘Targeting our Market’
Name: _______________________________
Assignment Manager: Miss.Wallace
Hand out date:
This assignment has five tasks.
The overall deadline for the whole assignment to be complete and handed in is:
__________________
The following guidelines should be used when completing your assignment:
- You must refer to the criteria banner and the content of the unit throughout the assignment.
- You should make sure you do detailed research and have a good understanding of the subject you are researching. Keep a note of the resources you use as you go along.
- Before handing in you must:
- Check that you have completed all tasks
- Label work appropriately
- Present tasks in the correct order
- That your name appears clearly in the header of each page and the page number appears in the footer of each page.
For further details refer to the ‘Student Guidelines’ that were issued to you at the start of your course.
Scenario You have just started working for a local marketing company. Marketing is often seen as just advertising. With this in mind your new manager wants to ensure that you have a detailed understanding of the role of marketing. Your manager has asked you to put together a detailed written report on the concepts, principles and techniques of marketing. You should use business examples to support and illustrate your report. |
Task 1: (P1)
Your report should begin with a clear introduction describing the concept and principles of marketing.
You must consider the following;
Principles of marketing: overall concept; marketing definitions;principles; activities; marketing objectives (SMART); functions; the link between organisational objectives and marketing objectives; use of marketing principles, e.g. public, private and voluntary organizations, retail consumers, government departments and agencies; planning, control and evaluation processes; devlopment of e-marketing
Task 2: (P1)
Carry out research on two different organizations and their products.
Describe how the concept and principles are applied to the marketing of the products in each organization. Your description should consider the limitations and constraints on marketing within each organization.
To achieve M1 you must compare the effectiveness of the concepts and principles applied to the marketing of products for each organization.
To achieve D1 you must evaluate the concepts and principles applied to the marketing of products by each organization and make recommendations for improvement.
You must consider the following:
Marketing mix: 4 Ps (products, price, place, promotion)
Limitations and constraints of marketing: legal (consumer law, e.g. Sale of Goods Act 1979, Trade Descriptions Act 1968, Consumer Credit Act 1974; data protection, e.g. Data Protection Act 1998);voluntary constraints, e.g. Code of Advertising Practice and Advertising Standards Authority; pressure groups and consumerism; acceptable language
Task 3: (P3)
The next part of your report should be titled ‘Market Research’.
Describe the different types of marketing research that is conducted by organisations.
Choose one of the organisations that you looked at in Task 1 and describe how they use market research information to understand the behaviour of customers, competitors and the market environment.
You must consider the following:
Marketing research: qualitative and quantitative research; primary internal/external research; secondary internal/external research; uses and limitations
Primary research: methods; purposes; accessibility; fitness for purpose; validity; cost; time and reliability; types of sampling; accuracy; planning; defining objectives; identifying information needs; data collection; present findings; sources of bias; electronic data collection; analysing data
Secondary research: importance; sources of data and information e.g. news reports, trade journals, market analyses from specialist agencies (mintel, Dun & Bradstreet, Datastream); online sources; government statistics, e.g. Social Trends and Family Expenditure Survey
Task 4: (P4)
This part of your written report should be titled ‘How marketing information is used’
As an introduction to this part of the report you must give a brief overview of how organizations use marketing research and the different market analysis techniques available.
Continuing to use your chosen organization from the previous task, apply two of these analytical techniques to a selected product (goods or services).
To achieve M2 you must compare the effectiveness of these analytical techniques in supporting the marketing decisions and developments for your chosen organization and product.
You must consider the following:
Using marketing research: key themes; business objectives; understanding customers’ preferences; lifestyles and aspirations; competitors’ activities; environment; decision making units (DMUs); preferences; lifestyle and aspiration classifications, e.g. ACORN;MOSAIC;4 Cs and how they are used to segment, target and position products
Analytical techniques: situational analysis; SWOT (strengths, weaknesses, opportunities, threats); PESTLE (political, economic, social, technological, legal, environmental); competitor and competitive; developments in the local, national and global marketplace; product life cycle; product portfolios; diversification; implications of social and technological change
Task 5: (P5)
The final part of your written report should be titled ‘How marketing techniques can increase demand’
Describe how marketing techniques are used by your chosen organisation to increase demand for a selected product.
To achieve M3 you must explain the marketing techniques used by your chosen organization and analyse why these techniques might have been chosen.
To achieve D2 you must evaluate the marketing techniques, research and analysis used by your chosen organization and using market analysis techniques make original recommendations for development and improvement.
You must consider the following;
Market Segmentation and targeting: importance; basis for segmentation, e.g. geographic, demographic, psychographic, lifestyle; design of marketing mix to satisfy needs of target group, greater individualization afforded by e-business and e-marketing
Branding: importance in influencing buyer behavior; brand building and positioning; brand extension
Relationship marketing: concept, lifetime consumer
Planning control and evaluation processes: marketing planning process model, e.g.audit, set objectives; determine strategy and tactics, implement changes, evaluate
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