Unit 3: Introduction to Marketing M1 D1
M1 d1
Unit - 3 (Introduction to
Marketing)
BTEC National Diploma In Business Level 3
The Date
Author: Your Name
Your Teacher
1
,Unit 3: Introduction to Marketing M1 D1
Unit 3 – Introduction to Marketing
To:
From:
Date:
Ref:
On completion of this unit I 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 marketed
4) Be able to develop a coherent marketing mix
Task 2:
a) Compare marketing techniques used in marketing products in two organisations.
b) Evaluate the effectiveness of the use of techniques in marketing products in one organisation.
I work for a professional organisation of marketers. One of the activities that the organisation
undertakes is to evaluate the marketing activities of different companies and produce a list of ‘A’-
Classed Marketers.
I have been asked to carry out research into two possible contenders for inclusion on the list and
then produce a power point presentation for my line manager. I will also have to give a short
presentation to my line manager explaining my report findings and conclusions.
In this report I have been asked to compare, discussing the similarities and differences, the marketing
techniques used for the products at TESCO PLC and Apple. I will also evaluate the effectiveness of
the use of techniques in marketing products at TESCO PLC.
I will use the Internet, Moodle and my Business Textbook to collect information for this report.
2
, Unit 3: Introduction to Marketing M1 D1
Marketing and techniques of marketing
Marketing – is the process of satisfying customer’s needs
profitably.
Also marketing is activities of a company associated with
buying and selling a product or service. It includes
advertising, selling and delivering products to people, trying
to get the attention of target audiences by using slogans,
packaging and design.
The activity of marketing an organization and its products
and services is critical to the success of organization and its
products and services – the marketing process is broad and
very complicate. In fact, marketing has the power to determine the success of a particular product or
service launched. Effective marketing involves application of many strategies.
Many people believe that marketing is just about advertising or sales. However, marketing is
everything a company does to acquire customers and maintain a relationship with them. The main
goal of marketing is to match a company's products and services to the people who need and want
them, thereby ensure profitability of a company.
Market analysis includes finding out what groups of customers (or markets) exist, what their needs
are, what groups of customers you prefer to serve (target markets), what products or services you
might develop to meet their needs, how the customers prefer to use the products and services, what
your competitors are doing, what pricing you should use and how you should distribute products and
the place where you will distribute them. Marketing also includes on-going promotions, which can
include advertising, public relations, sales and customer service.
These are the four 'Ps' of marketing. Product, Place, Price and Promotion.
Marketing orientations
Marketing orientations are classified into the following groups: Production Orientation, Product
Orientation, Sales Orientation, and Market Orientation.
Sales Orientation – is an approach to business that centres its activities on selling whatever
it can produce, assuming that customers are inherently reluctant to purchase.
Product Orientation – is an approach to business that centres its activities on continually
improving and refining its products, assuming that customers simply want the best possible
quality for their money.
3
M1 d1
Unit - 3 (Introduction to
Marketing)
BTEC National Diploma In Business Level 3
The Date
Author: Your Name
Your Teacher
1
,Unit 3: Introduction to Marketing M1 D1
Unit 3 – Introduction to Marketing
To:
From:
Date:
Ref:
On completion of this unit I 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 marketed
4) Be able to develop a coherent marketing mix
Task 2:
a) Compare marketing techniques used in marketing products in two organisations.
b) Evaluate the effectiveness of the use of techniques in marketing products in one organisation.
I work for a professional organisation of marketers. One of the activities that the organisation
undertakes is to evaluate the marketing activities of different companies and produce a list of ‘A’-
Classed Marketers.
I have been asked to carry out research into two possible contenders for inclusion on the list and
then produce a power point presentation for my line manager. I will also have to give a short
presentation to my line manager explaining my report findings and conclusions.
In this report I have been asked to compare, discussing the similarities and differences, the marketing
techniques used for the products at TESCO PLC and Apple. I will also evaluate the effectiveness of
the use of techniques in marketing products at TESCO PLC.
I will use the Internet, Moodle and my Business Textbook to collect information for this report.
2
, Unit 3: Introduction to Marketing M1 D1
Marketing and techniques of marketing
Marketing – is the process of satisfying customer’s needs
profitably.
Also marketing is activities of a company associated with
buying and selling a product or service. It includes
advertising, selling and delivering products to people, trying
to get the attention of target audiences by using slogans,
packaging and design.
The activity of marketing an organization and its products
and services is critical to the success of organization and its
products and services – the marketing process is broad and
very complicate. In fact, marketing has the power to determine the success of a particular product or
service launched. Effective marketing involves application of many strategies.
Many people believe that marketing is just about advertising or sales. However, marketing is
everything a company does to acquire customers and maintain a relationship with them. The main
goal of marketing is to match a company's products and services to the people who need and want
them, thereby ensure profitability of a company.
Market analysis includes finding out what groups of customers (or markets) exist, what their needs
are, what groups of customers you prefer to serve (target markets), what products or services you
might develop to meet their needs, how the customers prefer to use the products and services, what
your competitors are doing, what pricing you should use and how you should distribute products and
the place where you will distribute them. Marketing also includes on-going promotions, which can
include advertising, public relations, sales and customer service.
These are the four 'Ps' of marketing. Product, Place, Price and Promotion.
Marketing orientations
Marketing orientations are classified into the following groups: Production Orientation, Product
Orientation, Sales Orientation, and Market Orientation.
Sales Orientation – is an approach to business that centres its activities on selling whatever
it can produce, assuming that customers are inherently reluctant to purchase.
Product Orientation – is an approach to business that centres its activities on continually
improving and refining its products, assuming that customers simply want the best possible
quality for their money.
3
