P1 – Describe how marketing techniques are used to market products in two organisations.
In this task, I will be looking at two organisations and comparing various marketing strategies they
implement to promote their products or services.
Two definitions of Marketing:
Marketing is a management process where goods and services move from concept to the customer.
It includes four elements called the 4 P's of marketing:
Product- This is the product that the business is selling and it is also what they are making
their money off and this is what they have to offer for their customers. For example Apple
sells iPads for their customers and this is just one of the products that they have to offer.
The product is decided on whether it will sale from the following questions:
What does the customer want from the product/service? What needs does it satisfy?
What features does it have to meet these needs? Are there any features you've missed
out? Are you including costly features that the customer won't actually use? How and
where will the customer use it?what does it look like? How will customers experience
it?what size(s), color(s), and so on, should it be? What is it to be called? How is it branded?
Price-This is the amount that the customer is paying for the product and also is the decider
of the amount of money that comes into the business through the amount of sales that
the business is gaining. The price of the product is also decided on the following
questions:What is the value of the product or service to the buyer?? Is the customer price
over priced? Will a small decrease in price gain the business extra market share?What
discounts should be offered to customers that are traders, or to other specific segments of
your market?How will the businesses price compare with their competitors?
Place-Place represents the location where a product can be purchased because it must be
close to the customer so it can be easily accessed by them. This can include any physical
store as well as virtual stores on the Internet. The following questions can be used by
organisations for the place that they will locate their product:Where do the customers
look for the businesses product or service? If customers are looking in a store, what kind of
store is it? A specialist boutique or in a supermarket, or both? Or online? Or direct, via a
catalogue? What do the businesses competitors do?
Promotion- This can be the following four elements: Advertising, public relations, personal
selling and sales promotion. Here are a couple of questions that businesses look at when it
comes to promoting their business or their products and services. Where and when can
you get across your marketing messages to your target market? Will the business be able
to reach their audience by advertising in the press, or on TV, or radio, or on billboards? By
using direct marketing mailshot? Through PR? On the Internet? Are there any wider
environmental issues that can suggest the timing of the market launch?
Last accessed: 03/10/14 http://www.mindtools.com/pages/article/newSTR_94.htm
In this task, I will be looking at two organisations and comparing various marketing strategies they
implement to promote their products or services.
Two definitions of Marketing:
Marketing is a management process where goods and services move from concept to the customer.
It includes four elements called the 4 P's of marketing:
Product- This is the product that the business is selling and it is also what they are making
their money off and this is what they have to offer for their customers. For example Apple
sells iPads for their customers and this is just one of the products that they have to offer.
The product is decided on whether it will sale from the following questions:
What does the customer want from the product/service? What needs does it satisfy?
What features does it have to meet these needs? Are there any features you've missed
out? Are you including costly features that the customer won't actually use? How and
where will the customer use it?what does it look like? How will customers experience
it?what size(s), color(s), and so on, should it be? What is it to be called? How is it branded?
Price-This is the amount that the customer is paying for the product and also is the decider
of the amount of money that comes into the business through the amount of sales that
the business is gaining. The price of the product is also decided on the following
questions:What is the value of the product or service to the buyer?? Is the customer price
over priced? Will a small decrease in price gain the business extra market share?What
discounts should be offered to customers that are traders, or to other specific segments of
your market?How will the businesses price compare with their competitors?
Place-Place represents the location where a product can be purchased because it must be
close to the customer so it can be easily accessed by them. This can include any physical
store as well as virtual stores on the Internet. The following questions can be used by
organisations for the place that they will locate their product:Where do the customers
look for the businesses product or service? If customers are looking in a store, what kind of
store is it? A specialist boutique or in a supermarket, or both? Or online? Or direct, via a
catalogue? What do the businesses competitors do?
Promotion- This can be the following four elements: Advertising, public relations, personal
selling and sales promotion. Here are a couple of questions that businesses look at when it
comes to promoting their business or their products and services. Where and when can
you get across your marketing messages to your target market? Will the business be able
to reach their audience by advertising in the press, or on TV, or radio, or on billboards? By
using direct marketing mailshot? Through PR? On the Internet? Are there any wider
environmental issues that can suggest the timing of the market launch?
Last accessed: 03/10/14 http://www.mindtools.com/pages/article/newSTR_94.htm
