An Introduction to Marketing

This assignment provides an introduction to marketing, including techniques, limitations, and the use of marketing research. It discusses market segmentation and the marketing mix. The assignment focuses on the case of Marks and Spencer.

AN INTRODUCTION TO MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Marketing techniques are used to market products................................................................3
Limitations and constraints of marketing...............................................................................4
TASK 2............................................................................................................................................4
Company uses marketing research to contribute in plans......................................................4
TASK 3............................................................................................................................................5
Groups of customers are targeted for selected products.........................................................5
TASK 4............................................................................................................................................5
Coherent marketing mix for new product or service..............................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing signifies the business that is connected to selling product and services that
including advertisement of goods and market research. It is a social procedure by which the
company assess need or want of its user and provide them goods and services according to their
wants. Marks and Spencer is considered as a retailing company that provide food product, home
product to its user. In this assignment, there are various limitation related to marketing and
organisation adopt marketing research for making marketing plan that is mentioned in detailed
manner (Blakeman, 2018).
TASK 1
Marketing techniques are used to market products
There are two types of companies adopt marketing tools and techniques in order to attract
large number of user. The two organisations named as Mark and Spencer as well as Starbucks.
The Marks and Spencer is well known company that provide home product, food product and
clothes to satisfy its user. This organisation adopts marketing technique named as growth
strategy. In growth strategy, the organisation focuses on expanding their organisation and
satisfied customer. They adopt Ansoff matrix in which they make appropriate strategy which is
given below:
Market Penetration herein, the organisation emphasised on selling its products and
services to its existing user that help in enhancing market share or increasing profit margin.
Market development herein, the organisation expands new market by providing existing
product to its customer.
Product development the Company alters their goods by identifying innovative methods.
Diversification it signifies the organisation expand the range of its goods and change its
operations for performing different activity in good way.
In addition to this the Starbucks adopt differ technique from Marks and Spencer. Starbucks
is well-known companies that offer coffee, snacks and sandwiches to its user. The techniques
adopted by organisation are given below:
Relationship marketing it is considered as an activity of marketing that help in
establishing superior relationship with its user by offering superior quality goods.

Branding it is considered as a procedure in which organisation focuses on maintaining
brand image of its product in mind-set of customer that is considered as unique.
Brand extension this is adopted by organisation while launching innovative product by
using existing products.
Limitations and constraints of marketing
In context of Marks and Spencer, there are various limitations and constraints of marketing
that is given below:
Sales of good Act 1979 this act imposes direct impact on activity of marketing that is
connected to organisation. The main reason is that advertisement defines goods and services in
an appropriate manner. This kind of promotion provides information regarding characteristics of
product (Chaffey, 2019).
Consumer credit act 1974 it is connected to all businesses for providing financial help to
its user which provide product and services. This act provides regular updates related to
organisation on their account, balance sheet or annual statement.
Consumer Protection Act 1986 it signifies directs selling. It is type of marketing through
which face to face connection among company as well as customer user is not accessible. For
appropriate interaction, they only adopt emails that helps organisation to offer details that is
connected to product and services, delivery details and many more to its user.
TASK 2
Company uses marketing research to contribute in plans
For maintaining a marketing plan, Marks and Spencer adopt marketing research. By
using this, the organisation can understand regarding different strategy, competition that is
prevailed at Marketplace. The marketing research assists in taking appropriate decisions by
identifying changing needs of its user. Therefore, the research which is conducted by Marks and
Spencer that is going to be mentioned below:
Primary and secondary research the organisation can get the information by using
primary research and secondary research. By using primary research, the organisation can gather
information by organising surveys, questionnaire and interviews. And by using secondary
source, they collect data or information by using books, magazine, internet and many more. Both
investigator have their benefits or drawbacks the primary research is considered as expensive and

take time to completing the research in timely manner. The advantage that offers primary data is
to provide accurate solution. In addition to this, the advantage or benefit of secondary research is
to take less time and it is considered as the most appropriate method but the drawback is data is
considered as an inaccurate and incomplete (Fritz, Sohn and Seegebarth, 2017).
Qualitative and quantitative research in context of qualitative research, the data or
information is measured in context of quality. This researcher offers the information in detailed
manner. In case of quantitative research, the information is expressed in context of quantity. The
data is collected by using statistical data and surveys.
TASK 3
Groups of customers are targeted for selected products
The company adopts marketing campaign that helps in identifying the need or wants of
consumer that help in increasing profit margin of company.
Market segmentation it is considered as a strategy that segment the large market in small
segments. Therefore, it is simple to targets need of an individual person and designing goods in
such a manner that satisfy the needs of its user. There are different parts in which market get
segmented.
Demographic herein, the segmentation is depending upon age, occupation, qualification
and many more.
Behavioural segmentation is completely depending on brand of usage by its user,
spending behaviour and many more.
Geographical it is depend upon climate, population density, growth rate and so on.
Psychographics herein, the segmentation is depending upon lifestyle and values.
The experience of organisation to organisation has complex in taking decision regarding
the behaviour of consumer.
TASK 4
Coherent marketing mix for new product or service
The marketing mix is the integration of different factors product, price, place and promotion
that is going to be mentioned below:
Product if organisation wants to improve innovative product then it is important to
manufacture superior quality of goods and services.

Price it is necessary for organisation to set reasonable price in order to increase sales or
profit margin in future period of time.
Promotion the company adopts different kind of promotional techniques such as personal
selling, advertisement and sales promotions for understanding the need or want of its user.
Place the organisation offer goods and services to its user in convenient place that increases
experience level of its user (Perreault, 2018).
It has been analysed that product, price, place and promotion are useful in launching
innovative product.
CONCLUSION
On the basis of above mentioned report, it has been analysed that marketing signifies the
business that is connected to selling product and services that including advertisement of goods
and market research. It is a social procedure by which the company assess need or want of its
user and provide them goods and services according to their wants. In this assignment, there are
various limitation related to marketing and organisation adopt marketing research for making
marketing plan that is mentioned in detailed manner.

REFERENCES
Books and Journals
Blakeman, R., 2018. Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield.
Chaffey, D., 2019. Digital marketing. Pearson UK.
Fritz, W., Sohn, S. and Seegebarth, B., 2017. Broadening the perspective on mobile marketing:
An introduction. Psychology & Marketing, 34(2), pp.113-118.
Perreault, W.D., 2018. Essentials of marketing. New York: Mc Graw Hill.