Describe how marketing techniques are used to market products in two organisations

INTRODUCTION TO
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Describe how marketing techniques such as growth strategies (Ansoff’s Matrix); survival
strategies; branding and relationship marketing are used to market products in the two
selected organisations..................................................................................................................1
P2. Describe with suitable examples the limitations and constraints of marketing with
reference to legal requirements...................................................................................................2
TASK 2............................................................................................................................................3
P3. Describe how one of the selected organisations uses marketing research such as
qualitative; quantitative etc.........................................................................................................3
Quantitative Approach............................................................................................................3
P4. Describe how the same organisation mentioned above, utilises data and information
collected through marketing research for marketing planning...................................................4
TASK 3............................................................................................................................................4
P5. Explain how and why groups of customers are targeted for selected products....................4
TASK 4............................................................................................................................................5
P6. Develop a coherent marketing mix for a new product or service.........................................5
CONCLUSION................................................................................................................................6
REFERENCES ...............................................................................................................................7
...............................................................................................................................................8
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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." Marketing is used to create, keep and
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. Other services and management activities such as Operations (or Production),
Human Resources, Accounting, Law and Legal aspects can be "bought in" or "contracted
out". From the this report it will be showed how public companies differ from private
company in terms of its marketing ability.
TASK 1
P1 Describe how marketing techniques such as growth strategies (Ansoff’s Matrix); survival
strategies; branding and relationship marketing are used to market products in the two
selected organisations
The private sector is a profit fuelled sector which is not reliant on funding from the
state however it can have funding from private investors who may take an interest in the
company or organisation. This interest is generated through PR and marketing, which go
hand in hand, in order for the company to build a good reputation, create well thought out and
researched products which generate interest, thus leading to investors and public supporting
or privately funding the company. The private sector includes retail outlets, restaurants and
banks. An example of a private sector business would be Top shop, a business owned by the
retail giant Arcadia, who own over 2,500 stores across the country. As stated in Arcadia's
annual report, Top shop is the 'fashion destination on the UK high streetwise brand has
become a fashion phenomenon and is synonymous with cutting edge fashion at affordable
prices.' (Arcadia, 2011) This description of the brand sets its place in the market of 'who we
are' and the responsibility report states its aims for 'who we want to be.' This shows where the
company is, and where it wants to be known as Gap Analysis, a way in which marketers for
Top shop can decide upon objectives and tactics in order to achieve their goals
Public Sector
The public sector is reliant on funding from the government in order to function adequately.
The public sector includes what we would consider as 'public services' such as the National
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