1
THE MARKETING ROLE
Dayna Tye
Contents
DAYNA TYE | YEAR 12 | BTEC L3 EXTENDED DIPLOMA IN BUSINESS STUDIES | 1 –
INTRODUCTION TO MARKETING
, 2
Page One |Title Page
Page Two |Contents
Page Three |The Powell-Cotton Museum and Cummins Inc.
Page Four |Similarities and Differences
Page Five | Effectiveness of Marketing (Cummins Inc.)
Page Six |Constraints and Limitations
Page Seven | Page Six continued…
Page Eight | Bibliography
Business One: Powell-Cotton Museum
The Powell-Cotton museum is a small charity based in Quex Park. Within the
Powell-Cotton museum, they market by using a website and logo. Their website
DAYNA TYE | YEAR 12 | BTEC L3 EXTENDED DIPLOMA IN BUSINESS STUDIES | 1 –
INTRODUCTION TO MARKETING
, 3
is part of the whole park (Quex Park). They do not sell a product or service but
they market themselves online. Their logo is specific to them; an antelope. This
is good for the public as it provides information to the public that they keep
animals within their museum. They use these
techniques to advertise and market their business
because as a charity, they do not sell a product or
service.
The Powell-Cotton museum have a ‘group visits’
section on their website where schools can book
educational visits when the museum is closed. They
have this in order to attract more schools/colleges/universities to see the
museum. They can use the opportunity to find out any information for
assignments in Business, Archelogy or Textiles.
The Powell-Cotton museum used relationship marketing as they offer
memberships; this means that person will be a long time customer. They use this
technique in order to inform people about new events and such, if they want to
be part of that. They are also partners with the Thanet Children’s Centre in which
children can enter the museum for just £1 although children under 5 go free
under general admission charges. Powell-Cotton survives solely because they are
a small business and they have very cheap prices in order to enter the museum.
They are making it easier for people with less money because of their
partnership with Thanet Children’s Centre. They also rely only on volunteers
which means many of the people who work for them are not getting paid
therefore there is more money for the business.
Business Two: Cummins Inc.
Cummins is a global company based in several countries
around the world. Within Cummins they market
themselves using a website, 10 Twitter accounts, 4
Facebook pages and 8 YouTube accounts due to their
different sectors. On YouTube they have videos about who
they are, what they do and how their tools work. The
videos are open for anyone in the public to watch. This
helps suppliers and customers decide if they want to
supply/buy from this company. The use of social media is
important to bigger companies as more people can find them and have an
understanding of what they do. They offer a website solely for suppliers so they
can see what happens with their supplied good and they can see if they would
want to be part of the company. Cummins have a website solely for the
distribution centre too so if a customer is expecting a product, they can go onto
the website and contact them to ask where their product is, how long it will take
to get to them, ECT. Twitter and Facebook are a good way to market as the
company can buy advertisement and can be featured anywhere on the website.
On Twitter they are usually promoted tweets, trends or accounts. On Facebook
they can market themselves through ads along the side, suggested pages and
just advertisement due to them being a popular page.
They would use relationship marketing by offering their customers an account
with them or they would ask them if they wanted to pay back monthly meaning
they would still have contact with the company and they could continue offering
new products. They could also have an on-going debt with the company so they
DAYNA TYE | YEAR 12 | BTEC L3 EXTENDED DIPLOMA IN BUSINESS STUDIES | 1 –
INTRODUCTION TO MARKETING
, 4
would have to stay in contact in order to pay it off. Cummins survive as they only
employee people when necessary to do so. They are also a big company with
lots of money coming in from customers.
Similarities and Differences: Powell-Cotton Museum VS. Cummins Inc.
The similarities between the way the PCM and Cummins market themselves
include their websites. Both businesses have a website in order for
customer/visitors to take a look at what they do, what’s around and how they do
what they do. The website would also give customers/visitors extra information
about the business. Their websites are completely different to one another as
they do not produce the same thing. The Powell-Cotton museum website is
within the Quex Park website whereas Cummins all have different websites for
each sector and country.
Both businesses also include a logo in which is noticeable and can easily be
identified as that business. They create a logo in order to be recognised when
people see their products; this helps them gain a larger customer base so they
may end up selling more products. The logo of the museum includes an antelope
which helps people understand that there are animals there. Cummins just have
a big letter ‘C’ with the word Cummins within inside it. Although their logos are
completely different, using logos is a good way to gain customer attention so
when they see the logo, they know which business it is or which business they
will be provided a service by.
The Powell-Cotton museum and Cummins both use social media in order to
attract attention from potential customers. Using social media helps as not many
people go out and read things any more but a lot of people have access to the
internet and would rather read something online than from paper. Using social
media will make sure they are known by people in the local area and around the
world. Although they have difference as Cummins have several more accounts
than the PCM (due to the fact they have factories in different counties and they
have different sectors within the business). This is because Cummins is a global
company and the PCM is only a local museum to Kent.
Another difference in the way they market is that Cummins have advertisement
on the television but the PCM do not. Cummins would need to have
advertisement as they are a big company and they would want people to know
about them. PCM would not need online advertisement because they are only
small and probably could not afford it as they are a not-for-profit company and do
not get given enough money to be able to put themselves on TV. They also
wouldn’t be able to have TV adverts as many of their ‘staff members’ are
volunteers meaning they cannot ask them for all information about the business.
DAYNA TYE | YEAR 12 | BTEC L3 EXTENDED DIPLOMA IN BUSINESS STUDIES | 1 –
INTRODUCTION TO MARKETING
THE MARKETING ROLE
Dayna Tye
Contents
DAYNA TYE | YEAR 12 | BTEC L3 EXTENDED DIPLOMA IN BUSINESS STUDIES | 1 –
INTRODUCTION TO MARKETING
, 2
Page One |Title Page
Page Two |Contents
Page Three |The Powell-Cotton Museum and Cummins Inc.
Page Four |Similarities and Differences
Page Five | Effectiveness of Marketing (Cummins Inc.)
Page Six |Constraints and Limitations
Page Seven | Page Six continued…
Page Eight | Bibliography
Business One: Powell-Cotton Museum
The Powell-Cotton museum is a small charity based in Quex Park. Within the
Powell-Cotton museum, they market by using a website and logo. Their website
DAYNA TYE | YEAR 12 | BTEC L3 EXTENDED DIPLOMA IN BUSINESS STUDIES | 1 –
INTRODUCTION TO MARKETING
, 3
is part of the whole park (Quex Park). They do not sell a product or service but
they market themselves online. Their logo is specific to them; an antelope. This
is good for the public as it provides information to the public that they keep
animals within their museum. They use these
techniques to advertise and market their business
because as a charity, they do not sell a product or
service.
The Powell-Cotton museum have a ‘group visits’
section on their website where schools can book
educational visits when the museum is closed. They
have this in order to attract more schools/colleges/universities to see the
museum. They can use the opportunity to find out any information for
assignments in Business, Archelogy or Textiles.
The Powell-Cotton museum used relationship marketing as they offer
memberships; this means that person will be a long time customer. They use this
technique in order to inform people about new events and such, if they want to
be part of that. They are also partners with the Thanet Children’s Centre in which
children can enter the museum for just £1 although children under 5 go free
under general admission charges. Powell-Cotton survives solely because they are
a small business and they have very cheap prices in order to enter the museum.
They are making it easier for people with less money because of their
partnership with Thanet Children’s Centre. They also rely only on volunteers
which means many of the people who work for them are not getting paid
therefore there is more money for the business.
Business Two: Cummins Inc.
Cummins is a global company based in several countries
around the world. Within Cummins they market
themselves using a website, 10 Twitter accounts, 4
Facebook pages and 8 YouTube accounts due to their
different sectors. On YouTube they have videos about who
they are, what they do and how their tools work. The
videos are open for anyone in the public to watch. This
helps suppliers and customers decide if they want to
supply/buy from this company. The use of social media is
important to bigger companies as more people can find them and have an
understanding of what they do. They offer a website solely for suppliers so they
can see what happens with their supplied good and they can see if they would
want to be part of the company. Cummins have a website solely for the
distribution centre too so if a customer is expecting a product, they can go onto
the website and contact them to ask where their product is, how long it will take
to get to them, ECT. Twitter and Facebook are a good way to market as the
company can buy advertisement and can be featured anywhere on the website.
On Twitter they are usually promoted tweets, trends or accounts. On Facebook
they can market themselves through ads along the side, suggested pages and
just advertisement due to them being a popular page.
They would use relationship marketing by offering their customers an account
with them or they would ask them if they wanted to pay back monthly meaning
they would still have contact with the company and they could continue offering
new products. They could also have an on-going debt with the company so they
DAYNA TYE | YEAR 12 | BTEC L3 EXTENDED DIPLOMA IN BUSINESS STUDIES | 1 –
INTRODUCTION TO MARKETING
, 4
would have to stay in contact in order to pay it off. Cummins survive as they only
employee people when necessary to do so. They are also a big company with
lots of money coming in from customers.
Similarities and Differences: Powell-Cotton Museum VS. Cummins Inc.
The similarities between the way the PCM and Cummins market themselves
include their websites. Both businesses have a website in order for
customer/visitors to take a look at what they do, what’s around and how they do
what they do. The website would also give customers/visitors extra information
about the business. Their websites are completely different to one another as
they do not produce the same thing. The Powell-Cotton museum website is
within the Quex Park website whereas Cummins all have different websites for
each sector and country.
Both businesses also include a logo in which is noticeable and can easily be
identified as that business. They create a logo in order to be recognised when
people see their products; this helps them gain a larger customer base so they
may end up selling more products. The logo of the museum includes an antelope
which helps people understand that there are animals there. Cummins just have
a big letter ‘C’ with the word Cummins within inside it. Although their logos are
completely different, using logos is a good way to gain customer attention so
when they see the logo, they know which business it is or which business they
will be provided a service by.
The Powell-Cotton museum and Cummins both use social media in order to
attract attention from potential customers. Using social media helps as not many
people go out and read things any more but a lot of people have access to the
internet and would rather read something online than from paper. Using social
media will make sure they are known by people in the local area and around the
world. Although they have difference as Cummins have several more accounts
than the PCM (due to the fact they have factories in different counties and they
have different sectors within the business). This is because Cummins is a global
company and the PCM is only a local museum to Kent.
Another difference in the way they market is that Cummins have advertisement
on the television but the PCM do not. Cummins would need to have
advertisement as they are a big company and they would want people to know
about them. PCM would not need online advertisement because they are only
small and probably could not afford it as they are a not-for-profit company and do
not get given enough money to be able to put themselves on TV. They also
wouldn’t be able to have TV adverts as many of their ‘staff members’ are
volunteers meaning they cannot ask them for all information about the business.
DAYNA TYE | YEAR 12 | BTEC L3 EXTENDED DIPLOMA IN BUSINESS STUDIES | 1 –
INTRODUCTION TO MARKETING
