Introduction to Marketing

INTRODUCTION TO
MARKETING

Table of Contents
Introduction......................................................................................................................................3
P1. )Describe how marketing techniques are used to market products in two organisations .....3
P2 Describe the limitations and constraints of marketing...........................................................4
P3 Describe how a selected organisation uses marketing research to contribute to the
development of its marketing.......................................................................................................5
P5- Explain how and why groups of customers are targeted for selected products....................5
P6 Develop a coherent marketing mix for a new product or service...........................................6
References........................................................................................................................................9

Introduction
Marketing is used to create the customer, to keep the customer and to satisfy the
customer. With the customer as the focus of its activities, it can be concluded that Marketing is
one of the premier components of Business Management - the other being Innovation. Nike is an
American multinational corporation that is involved in the design, development and worldwide
marketing and selling of sporting equipments such as running shoes, tracksuits etc. Nike also
sells accessories and unique footwear that attracts the eyes of so many people including
celebrities
P1. )Describe how marketing techniques are used to market products in two organisations
Diesel And Kellogg's use various different marketing techniques to market their products.
They use the same techniques but in different ways.
Ansoffs Matrix
The Ansoff Matrix is a growth strategy used by businesses to decide on their product and how
they are going to expand. The Ansoff Growth Matrix is a diagram that helps businesses grow in
the right direction.
Diversification
Product diversification is a form of corporate strategy for a company. It seeks to increase
its profits through greater sale volume obtained from new products and new markets.
Diversification can occur either at business unit level, or cooperate level (Schröder and
McEachern, 2005). At Business level, it is most likely to expand into a new segment of an
industry that business is already in. At cooperate level, it looks at the overall scope of the
enterprise, while taking stakeholders expectations into the business
Market Development
Market development is when a business sells its existing products into new markets, this
can be done geographically, which means exporting existing products to other countries, they
could also create new packaging and different pricing policies. Kelloggs use this strategy with
their products, they enter into new markets by having products for kids (Coco Pops, Moons and
stars), cereals and cereal bars for the health conscious ( Special K, Bran Flakes), and sweets
such as fruit winders. They also have family size packs, and mini cereals for travel. By doing this
they are increasing their customers as they are exploring new markets. Diesel enter new
segments of the market, by selling products other than clothing. They have bough our several