Introduction to Marketing

Introduction to Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1- Describe how marketing techniques are used to market products in two organisations. 1
P2 -Describe the limitations and constraints of marketing.....................................................3
TASK 2............................................................................................................................................4
P3 An organisation uses marketing research to contribute to development of its marketing
plans........................................................................................................................................4
P4 Use marketing research for marketing planning...............................................................4
TASK 3............................................................................................................................................6
P5 Explanation groups of customers are targeted for selected products................................6
TASK 4............................................................................................................................................7
P6 Marketing mix for a new product or service.....................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing is the study and management of exchange relationships. The American
Marketing Association has defined marketing as "the activity, set of institutions, and processes
for creating, communicating, delivering, and exchanging offerings that have value for customers,
clients, partners, and society at large." The overall marketing umbrella covers advertising, public
relations, promotions and sales (Anda and Temmen,2014). Marketing is a process by which a
product or service is introduced and promoted to potential customers. This report will state about
various issues that are overcome by marketing with the aid of its tools and techniques.
TASK 1
P1- Describe how marketing techniques are used to market products in two organisations
British Red Cross
British Red Cross Society is the United Kingdom branch of the worldwide and is
volunteer-led humanitarian organisation that helps people in crisis, whoever and wherever they
are. hey enable vulnerable people at home and overseas to prepare them for and respond to
emergencies in their own communities.
Apple
Apple is globally known for its brand and it is an American multinational corporation
headquartered in Cupertino that designs, develops and sells their products to consumers. Popular
products that are currently on demand are I-phone, Macs, and I-pod.
Growth Strategy
Growth strategy is when a company invests in companies and sectors that are rapidly expanding
than their rivalries (Armstrong, and et.al., 2011). Benefits using growth strategy could be cheaper
production costs through the economies of scale and helping business receive high levels of
profits. Apple has used these four techniques.
Market
penetration
Growing business by increasing number of people who bought the product
which can be done by increasing sales giving out promotions to staff. This
type of strategy evolves the marketing mix around to increase the market
share.
Apple focuses on pricing and promotion mix to help penetrate the market
such as lowering the apple price deals after couple of months for a short
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period of time so that it could boost their sales during that season.
Market
development
Market development is when a company markets an existing product to new
customers. The purpose to use this strategy is to gain new customers. Apple
is a growing organisation, for instance if they continue to increase their
products profile through great customer service, then through word of
mouth friends and families may end up as potential buyers.
Product
Development
Business markets new products to sell to existing customers for instance
apple sell new launches of I-phones, and because the product is so desirable
the consumers are willing to pay whatever the price. Apple is always
launching new products on the go, ensuring that their consumers get the
best and the latest products. Apple have recently launched the I-phone 5s
and 5c which helps extend the I-phone product life cycle as the business are
constantly reinventing new and faster apps (Bhattacharya,2010). This saves
less money spent on advertisement because the product is already
established.
Diversification This is when the business markets a new product to new customers which is
seen as a risky strategy because the company will be basing their target
audience with estimation. This will be hard for Apple to gain audience if
they don't pursue enough research on whom their target market audience are
and how much the consumers are willing to pay. By not acknowledging
who to market, may jeopardise the company because if they market the
wrong target then the business go bust if actions are not taken place.
British Red cross Survival strategies
Survival strategy entices you to become a regular customer and is designed to help the
business survive and thrive in the market industry. Organisations such as British Red Cross have
to constantly develop strategies in order to survive and thrive. Charity based businesses may
have to downsize their businesses to reduce their daily costs as all transport of money will have
to be justified to the government. British Red Cross has to adjust their marketing strategies on a
regular basis and marketers in survival mode to guarantee they are placed electively and
competitively. They will need to assess where their rivalries are at and what their next move is.
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