Unit 3 Assignment 1 ‘A’ Listed Marketers
Contents
1. Introduction…………………………………………………………………………………………………………..
2. How marketing techniques are used-P1…………………………………………………………...…..
3. Limitations and constraints of marketing-P2………………………………………………………….
4. Comparing marketing techniques-M1………………………………………………………………..….
5. Effectiveness of techniques in marketing products-D1……………………………………….….
6. Conclusion………………………………………………………………………………………………………………
1
,Unit 3 Assignment 1 ‘A’ Listed Marketers
Introduction
In this assignment two organisations that sell similar products will be discussed. How their
marketing techniques are used in the marketing of their products. A description of the
limitations and constraints of marketing. Next will be a comparison of marketing techniques
used in the marketing on these products in the two organisations. Finally, an evaluation of
the effectiveness of the use of techniques in marketing products in one specific
organisation.
2
, Unit 3 Assignment 1 ‘A’ Listed Marketers
How marketing techniques are used- P1
Role
The two organisations with very similar products going to be discussed are Nike and Adidas.
They are both clothing brands that sell a variety of clothes and accessories such as shoes,
jumpers, bags etc. However, they market their products in different ways. Marketing is
defined as a, “social process by which individuals and groups obtain what they need and
want through creating and exchanging products and value with others” (reference: Kotler).
The overall concept of marketing is for the business to identify the needs of their customers
and produce products to satisfy those needs. The main priority for the business when
decision-making are the customers. A business that follows this is described as ‘marketing-
orientated’. Meaning that a lot of the business revolves around marketing and making the
customers the priority. However, there are other orientations that other business may
follow. Beginning with the production concept. This is where the business generally focuses
on creating economies of scale in production and distribution of a product or service.
Economies of scale is defined as, “a proportionate saving in costs gained by an increased
level of production” (reference: www.dictionary.com). An example of this production
concept is when a business will purchase cheaper materials to increase their profit margins.
Another concept is the sales concept. This is where a product or service is produced and
personal selling and other high-pressure selling techniques are used to convince customers
to part with their money. An industry that is seen most commonly with this concept is
double-glazing windows. Overall, the marketing concept is the “philosophy practised by
producers of goods and services that focus on satisfying the needs of consumers”
(reference: BTEC level 3 business book 1).
Objectives
Aims and objectives vary depending on whether they operate in the private or the public
sector. Both Nike and Adidas operate in the private sector. A few private sector aims include
survival of the business and growth of the business. A business needs to survive to be able
to continue operating the business. A main down fall for many business and not being able
to survive is the amount of investment needed to launch the business. Many companies are
not able to pay their debts and break-even and survive at the same time. Once a business is
confident in survival, they tend to set growth as an objective. this means they attempt to
3
Contents
1. Introduction…………………………………………………………………………………………………………..
2. How marketing techniques are used-P1…………………………………………………………...…..
3. Limitations and constraints of marketing-P2………………………………………………………….
4. Comparing marketing techniques-M1………………………………………………………………..….
5. Effectiveness of techniques in marketing products-D1……………………………………….….
6. Conclusion………………………………………………………………………………………………………………
1
,Unit 3 Assignment 1 ‘A’ Listed Marketers
Introduction
In this assignment two organisations that sell similar products will be discussed. How their
marketing techniques are used in the marketing of their products. A description of the
limitations and constraints of marketing. Next will be a comparison of marketing techniques
used in the marketing on these products in the two organisations. Finally, an evaluation of
the effectiveness of the use of techniques in marketing products in one specific
organisation.
2
, Unit 3 Assignment 1 ‘A’ Listed Marketers
How marketing techniques are used- P1
Role
The two organisations with very similar products going to be discussed are Nike and Adidas.
They are both clothing brands that sell a variety of clothes and accessories such as shoes,
jumpers, bags etc. However, they market their products in different ways. Marketing is
defined as a, “social process by which individuals and groups obtain what they need and
want through creating and exchanging products and value with others” (reference: Kotler).
The overall concept of marketing is for the business to identify the needs of their customers
and produce products to satisfy those needs. The main priority for the business when
decision-making are the customers. A business that follows this is described as ‘marketing-
orientated’. Meaning that a lot of the business revolves around marketing and making the
customers the priority. However, there are other orientations that other business may
follow. Beginning with the production concept. This is where the business generally focuses
on creating economies of scale in production and distribution of a product or service.
Economies of scale is defined as, “a proportionate saving in costs gained by an increased
level of production” (reference: www.dictionary.com). An example of this production
concept is when a business will purchase cheaper materials to increase their profit margins.
Another concept is the sales concept. This is where a product or service is produced and
personal selling and other high-pressure selling techniques are used to convince customers
to part with their money. An industry that is seen most commonly with this concept is
double-glazing windows. Overall, the marketing concept is the “philosophy practised by
producers of goods and services that focus on satisfying the needs of consumers”
(reference: BTEC level 3 business book 1).
Objectives
Aims and objectives vary depending on whether they operate in the private or the public
sector. Both Nike and Adidas operate in the private sector. A few private sector aims include
survival of the business and growth of the business. A business needs to survive to be able
to continue operating the business. A main down fall for many business and not being able
to survive is the amount of investment needed to launch the business. Many companies are
not able to pay their debts and break-even and survive at the same time. Once a business is
confident in survival, they tend to set growth as an objective. this means they attempt to
3
