Unit 3: Introduction to Marketing P4
P4
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 P4
Unit 3 – Introduction to Marketing
On completion of this unit I should:
I. Know the role of marketing in organisation
II. Be able to use marketing research and marketing planning
III. Understand how and why customer groups are marketed
IV. Be able to develop a coherent marketing mix
Task 4:
1. Design a Questionnaire that you can use for your marketing research to investigate trends in
going to the cinema. Interview people using quota sampling based on appropriate age groups.
2. Collate the results of your questionnaires and present your findings using a variety of
appropriate methods (bar charts, pictograms, pie charts, percentages etc)
3. From your findings above, draw some appropriate conclusions that may help the cinema in
making marketing plans.
4. From your findings formulate at least 4 SMART objectives that can be included in the
Marketing Plan.
5. Conduct a PESTLE Audit on the cinema, and draw some conclusions from it that can be
included in the Marketing Plan.
6. Conduct a SWOT Analysis on the cinema, and draw some conclusions from it that can be
included in the Marketing Plan.
7. Make 4 recommendations based on your Marketing Research that would take the business
forward.
8. Collate all your findings together and upload onto Moodle.
2
, Unit 3: Introduction to Marketing P4
Questionnaire
Completing our questionnaire sheet, I am and the Person 2 have decided to make it as simple for
people to fill in as possible. For that reason we have designed it with already given answers for
people to choose ticking little boxes and where appropriate answering question in words. As a result,
our questionnaire we will collect both: qualitative and quantitative data.
Also we will use quota sampling technique in order to cover all the age groups and get as much
reliable data as possible.
Quota Sampling - is a sampling method of gathering data. It’s opposite to random sampling, quota
sampling requires that representative individuals are chosen out of a specific subgroup.
Questionnaire will be carried out in different place around Durlem.
All together we will ask 50 people of different age groups and different ethnicity.
To make questioning people easier we have decided to question 25 people each. I will question 25
females, Person 2 – 25 males.
Me Person 2
25 females: 25 males:
5 females = ≤ 12 (years old) 5 males = ≤ 12 (years old)
5 females = 13 – 16 (years old) 5 males = 13 – 16 (years old)
5 females = 17 – 20 (years old) 5 males = 17 – 20 (years old)
5 females = 21 – 30 (years old) 5 males = 21 – 30 (years old)
5 females = 30 – 60 (years old) 5 males = 30 – 60 (years old)
3
P4
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 P4
Unit 3 – Introduction to Marketing
On completion of this unit I should:
I. Know the role of marketing in organisation
II. Be able to use marketing research and marketing planning
III. Understand how and why customer groups are marketed
IV. Be able to develop a coherent marketing mix
Task 4:
1. Design a Questionnaire that you can use for your marketing research to investigate trends in
going to the cinema. Interview people using quota sampling based on appropriate age groups.
2. Collate the results of your questionnaires and present your findings using a variety of
appropriate methods (bar charts, pictograms, pie charts, percentages etc)
3. From your findings above, draw some appropriate conclusions that may help the cinema in
making marketing plans.
4. From your findings formulate at least 4 SMART objectives that can be included in the
Marketing Plan.
5. Conduct a PESTLE Audit on the cinema, and draw some conclusions from it that can be
included in the Marketing Plan.
6. Conduct a SWOT Analysis on the cinema, and draw some conclusions from it that can be
included in the Marketing Plan.
7. Make 4 recommendations based on your Marketing Research that would take the business
forward.
8. Collate all your findings together and upload onto Moodle.
2
, Unit 3: Introduction to Marketing P4
Questionnaire
Completing our questionnaire sheet, I am and the Person 2 have decided to make it as simple for
people to fill in as possible. For that reason we have designed it with already given answers for
people to choose ticking little boxes and where appropriate answering question in words. As a result,
our questionnaire we will collect both: qualitative and quantitative data.
Also we will use quota sampling technique in order to cover all the age groups and get as much
reliable data as possible.
Quota Sampling - is a sampling method of gathering data. It’s opposite to random sampling, quota
sampling requires that representative individuals are chosen out of a specific subgroup.
Questionnaire will be carried out in different place around Durlem.
All together we will ask 50 people of different age groups and different ethnicity.
To make questioning people easier we have decided to question 25 people each. I will question 25
females, Person 2 – 25 males.
Me Person 2
25 females: 25 males:
5 females = ≤ 12 (years old) 5 males = ≤ 12 (years old)
5 females = 13 – 16 (years old) 5 males = 13 – 16 (years old)
5 females = 17 – 20 (years old) 5 males = 17 – 20 (years old)
5 females = 21 – 30 (years old) 5 males = 21 – 30 (years old)
5 females = 30 – 60 (years old) 5 males = 30 – 60 (years old)
3
