BTEC Business Unit 2: Marketing -
Learning Aim A
Marketing - ANSpromoting a business and what it offers/process of teaching consumers why
they should choose product/service of competitors/linked to sales with the intention that a
successful marketing campaign will pay dividends
Anticipating demand - ANSlooking at latest trends to anticipate demand on sales.
Recognising demand - ANSkeeping up to date with competitors and recognising demand for
products/services and trends in consumer behaviour
Stimulating demand - ANSfinding different ways to promote the brand e.g online
advertising,happy hour ,BOGOFs, offering vouchers for product lines from poor sellers.
Satisfying demand - ANSensuring stocks/ capacity can deliver a service that is sufficiently
available to meet any demand generated making sure there is enough stock to cover items for
the holidays.
BOGOF - ANSStands for Buy One Get One Free
Happy hour - ANSselling products at reduced prices e,g to encourage customers to stay and eat
when buying a cheaper drink.
marketing aims and objectives - ANSthese consist of: understanding customer wants and
needs,developing new products,improving profitability by reducing costs, increase market
share,diversification, increasing brand awareness and loyalty
market leadership - ANSthe position of a business with the largest market share in a given
market for goods and services
scattergun approach - ANSidentifying purpose of products/services to establish a target market
product segmentation - ANSdetermined by: age,gender and ethnicity and findings are presented
in a piechart
brand personality - ANSThis can have a major impact of what the customer buys especially if it
has a brand personality e.g sophistication and professional look of certain brands including:
L'Oreal
, brand image - ANSThis can stick in a customer's mind helping to link to products with a
particular supplier/manufacturer e.g "beanz,meanz,heinz" - most successful advert campaigns
ever. strong brand can portray an image which can bring success.
Once a brand becomes more successful, it can help the business to enter new markets or sell
into existing markets with less risk of failure. if customer is satisfied will purchase again
Different methods to market services/products - ANSthese methods consist of: social
media,word of mouth,email,billboard signs,pens,posters etc.
The future of marketing,mobile marketing and the impact of social media - ANSsocial media has
had a positive impact --> more ways of making advertising cheaper, done digitally, aiming to
target a specific market (considering how valid/reliable to data is)
Primary research - ANSinformation/data taken from the original source/ asking directly e.g
surveys
Secondary research - ANSinformation/data taken from a third party/ not directly asking source
e.g reviews
Quantitative data - ANS(opposite of qualitative data) data that can be measured and counted
e.g how many boys are in a class
Qualitative data - ANS(opposite of quantitative data) data that cannot be measured/based on
different opinions e.g what is the food like in the canteen
Consumer behaviour - ANSproduct decisions answered routinely everyday with the help of
businesses marketing their product/service
the 7ps marketing mix - ANSconsisting of product,price,place,promotion,people,process and
physical evidence
promotional mix - ANSpersonal selling, sales promotion,publicity, direct marketing and
advertising
branding - ANSthe identification of a logo/product/service which is instantly recognisable without
any explanation needed
factors of branding - ANSthese are: awareness,consideration,preference,purchase,loyalty and
advocacy
effective marketing strategies - ANSthese require careful planning and structure into overall
identifying the purpose followed by the objectives to identify how the aims will be achieved.
objectives - ANSthe stated measurable targets of how to achieve business aims
Learning Aim A
Marketing - ANSpromoting a business and what it offers/process of teaching consumers why
they should choose product/service of competitors/linked to sales with the intention that a
successful marketing campaign will pay dividends
Anticipating demand - ANSlooking at latest trends to anticipate demand on sales.
Recognising demand - ANSkeeping up to date with competitors and recognising demand for
products/services and trends in consumer behaviour
Stimulating demand - ANSfinding different ways to promote the brand e.g online
advertising,happy hour ,BOGOFs, offering vouchers for product lines from poor sellers.
Satisfying demand - ANSensuring stocks/ capacity can deliver a service that is sufficiently
available to meet any demand generated making sure there is enough stock to cover items for
the holidays.
BOGOF - ANSStands for Buy One Get One Free
Happy hour - ANSselling products at reduced prices e,g to encourage customers to stay and eat
when buying a cheaper drink.
marketing aims and objectives - ANSthese consist of: understanding customer wants and
needs,developing new products,improving profitability by reducing costs, increase market
share,diversification, increasing brand awareness and loyalty
market leadership - ANSthe position of a business with the largest market share in a given
market for goods and services
scattergun approach - ANSidentifying purpose of products/services to establish a target market
product segmentation - ANSdetermined by: age,gender and ethnicity and findings are presented
in a piechart
brand personality - ANSThis can have a major impact of what the customer buys especially if it
has a brand personality e.g sophistication and professional look of certain brands including:
L'Oreal
, brand image - ANSThis can stick in a customer's mind helping to link to products with a
particular supplier/manufacturer e.g "beanz,meanz,heinz" - most successful advert campaigns
ever. strong brand can portray an image which can bring success.
Once a brand becomes more successful, it can help the business to enter new markets or sell
into existing markets with less risk of failure. if customer is satisfied will purchase again
Different methods to market services/products - ANSthese methods consist of: social
media,word of mouth,email,billboard signs,pens,posters etc.
The future of marketing,mobile marketing and the impact of social media - ANSsocial media has
had a positive impact --> more ways of making advertising cheaper, done digitally, aiming to
target a specific market (considering how valid/reliable to data is)
Primary research - ANSinformation/data taken from the original source/ asking directly e.g
surveys
Secondary research - ANSinformation/data taken from a third party/ not directly asking source
e.g reviews
Quantitative data - ANS(opposite of qualitative data) data that can be measured and counted
e.g how many boys are in a class
Qualitative data - ANS(opposite of quantitative data) data that cannot be measured/based on
different opinions e.g what is the food like in the canteen
Consumer behaviour - ANSproduct decisions answered routinely everyday with the help of
businesses marketing their product/service
the 7ps marketing mix - ANSconsisting of product,price,place,promotion,people,process and
physical evidence
promotional mix - ANSpersonal selling, sales promotion,publicity, direct marketing and
advertising
branding - ANSthe identification of a logo/product/service which is instantly recognisable without
any explanation needed
factors of branding - ANSthese are: awareness,consideration,preference,purchase,loyalty and
advocacy
effective marketing strategies - ANSthese require careful planning and structure into overall
identifying the purpose followed by the objectives to identify how the aims will be achieved.
objectives - ANSthe stated measurable targets of how to achieve business aims
