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Unit 2- Marketing Essentials

   

Added on  2021-04-05

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1Marketing Essentials By Kaloyan DzhivanovStudent ID: CCL-19-302Tutor: Bernard Hot
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1Learner Assessment Submission and DeclarationWhen submitting evidence for assessment, you must sign a declaration confirming that the work is your own.Learner name:Kaloyan DzhivanovAssessor name:Bernard HotIssue date:16/09/2019Submission date:21/12/2019Submitted on:21/12/2019Programme:BTEC Higher National Certificate in BusinessUnit:Unit 2- Marketing EssentialsTABLE OF CONTENTLearner signature:Kaloyan DzhivanovDate:21/12/2019
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1TABLE OF CONTENT1.Introduction..........................................................................................42.Compare ways in which organisations use elements of the marketing mix (7Ps) to achieve overall business objectives (LO2 – P3).........53.Develop and evaluate a basic marketing plan (L03 –P4)............................74.Compare ways in which different organisations apply the marketing mix to the marketing planning process to achieve business objectives.......................95.Produce and evaluate marketing plan for an organisation.........................136.Conclusion............................................................................................167.References..............................................................................................17
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1IntroductionThe emergence and history of marketing can be considered in two directions - as a human activity and as a science. The modern concept of marketing was formed only in the early 80's. Another opinion is that marketing was born with the industrial revolution in Europe.Despite these initial forms of marketing, the pioneer can be considered the American engineer Sayers McCormick (1809-1884), he was the discoverer of market research and analysis, and the laying of basic principles of service. Therefore, we can say that the science of marketing is the brainchild of industrial society.Marketing is an analysis, planning, implementation and control of activities aimed at establishing, strengthening and maintaining profitable exchanges with target customers to achieve certain tasks of the organization, such as profit, sales growth and more. Marketing is a philosophical system for market management of production and the company, it is a system of organizational and managerial functionsin companies related to the production and sale of goods, services and ideas.The emergence of the theory and practice of marketing is caused by the changes that have taken place in the economic development and market situation of the capitalist countries. The sharp increase in the production of goods leads to an increasing saturation of the market, due to which producers are beginning to take much more into account the tastes, desires and demands of consumers in order to gain a strong position in the market. (Gulenova, 2001)
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