Marketing Techniques and Planning

This assignment delves into various aspects of marketing. It examines different marketing techniques and analyzes the limitations and constraints imposed by legal requirements. The importance of marketing research in shaping effective marketing plans is highlighted, along with strategies for targeting specific customer segments. The document concludes by discussing the components of a comprehensive marketing mix for launching new products or services.

Introduction to Marketing

TABLE OF CONTENTS
Table of Contents.............................................................................................................................2
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1) 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................................................................................................................................3
P2) Suitable examples the limitations and constraints of marketing with reference to legal
requirements.................................................................................................................................4
TASK 2............................................................................................................................................5
P3) How marketing research contribute to the development of its marketing plans...................5
P4) Utilises data and information collected through marketing research for marketing planning
.....................................................................................................................................................6
TASK 3............................................................................................................................................6
P5) Reasons and techniques for customers are targeting for selected products..........................6
TASK 4............................................................................................................................................7
P6) Coherent marketing mix for a new product or service..........................................................7
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10
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INTRODUCTION
The aim and purpose of this unit is to give learners an understanding of how marketing,
research and planning and the marketing mix are used by all organisations. Marketing is at the
heart of every organisation’s activity. Its importance is also growing in the non-commercial,
public and voluntary sectors. Also, at the heart of marketing is the customer. This unit will
introduce learners to some of the tools and techniques all types of organisations use to achieve
their objectives. In this report, marketing techniques, limitations and constraints of marketing
with reference to legal requirements, marketing research contribute to the development of its
marketing plans, Utilises data and information collected through marketing research for
marketing planning, Reasons and techniques for customers are targeting for selected products,
Coherent marketing mix for a new product or service have been discussed.
TASK 1
P1) 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
Production Concept
This is the production concept in which a business focuses on achieving high efficiency at a low
cost and mass distribution.
Selling Concept
This is the selling concept in which says if customers and businesses are left along then the
business not buy enough of the products which means the business will have to accept a severe
selling and promotion effort.
Marketing Concept-
This consists of being more effective than competitors when creating, delivering and
communication with customers to meet customer’s values. The marketingvconcepts consists of 7
pillars; Place, Promotion, Price, Product, People, Process and Presentation. Marketing concept
focuses on the needs and wants of target markets and tries to deliver value better than their
competitors.
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The word brand is associated by the product which is associated with the business it’s also the
identity which can separate yourself from others competitors. An example of this would be
Coca-Cola. The reason I say this is because Coca-Cola use their front and the colour red to create
a warm happy feeling. Coca-Cola have even changed the way Santa Claus is perceived which is
now a happy, warm and jolly man who wears a red suit. Coca-Cola have done this make people
automatically think of their products when they see Santa Claus. Another example of branding
would be Kellogg’s.
P2) Suitable examples the limitations and constraints of marketing with reference to legal
requirements
Consumer Law focuses on protecting the customers when buying a product or a service
from things such as fraud. There are various limitations and constraints in consumer law that
help customers understand their rights and protect them. It is constantly changing to keep up to
date and make sure businesses don’t take advantage of the consumers. Some of these legal
limitations and constraints are;
Sales of Goods Act 1979
This act states that goods and services must be sold in a perfect condition and of satisfactory
quality. The product/service must be sold as ¡t was initially described, therefore marketers have
to describe the product accurately and make sure the customers understand what it is they are
buying. This applies not only to individual customers but also to sales between businesses.
An example where this act has been broken could be:
Harlington and Leinster EnterDrises y ChristoDher Hull Fine Art 119891
A seller who was a specialist in British contemporary art, offered a painting and claimed ¡t to be
by the expressionint Munter who was German. The buyer made it clear that he is not an expert
on German paintings; therefore the seller should examine the paining himself. The buyer bought
the painting which later on turned out to be a forgery. The court of appeal held that he could not
cover his purchase price from the seller since he had not relied on the description in making a
purchase; therefore ¡t was not a sale by description.
Consumer Protection from unfair trading regulations 2008
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These regulations state that it’s an offence to use aggressive sales methods or dishonest
advertising and promotion. This applies mostly to business to customer sales and all businesses
should obey the regulations and treat customers fairly.
An example where these regulations have been broken:
Safe Style UK was the first company to be prosecuted under these regulations, in February
2011. Action was brought by North Lincolnshire Council, Trading Standards Department. The
company was found guilty under part 25 (ignoring a request not to return) and got a fine of
£4000 with £18000 costs for repeatedly calling on a customer in Scunthorpe.
This landmark ruling effectively gives householders the right to ban double glazing salesmen
from calling on them.
TASK 2
P3) How marketing research contribute to the development of its marketing plans
Marketing research helps a business to make decisions by understanding the changing of
the markets that it sells products in. For example, Kellogg’s that wanted to promote their cereal
would want to know their target audience, what people want to know about the cereal, and what
makes their cereal stand out from others, they may also want to know the best way for them to
distribute the product.
There are two different ways that Kellogg’s can gather research, either primary or
secondary. Primary research is carried out by the organisation that the research is being done
about, secondary research is gained by collecting data that has been collected previously. There
are two types of primary research (internal and external), internal primary research refers to data
collected by looking at the businesses internal databases, external primary research refers to date
that is collected by finding out opinions that have an outside view on the business. There are also
two types of secondary research (internal and external) which are almost the same to primary
research except the research has been collected before.
Qualitative and quantitative research
Research can be qualitative, quantitative or both. Qualitative research involves an opinion
being expressed in a non-numerical method, the research is subjective and allows companies to
delve deeper into these opinions to understand them better. Quantitative research is usually
objective and is involves numbers and can establish relationships and causation, quantitative
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research is a lot quicker to understand because all the research is measurable and sticks to the
intended purpose of the research.
P4) Utilises data and information collected through marketing research for marketing planning
Political: Political factors are Laws passed by the government that affect the business and
to what degree. These political factors include areas such as tax policy, labor law, environmental
law, trade restrictions: tariffs, and political stability. Political factors can also include goods and
services which the government wants to provide or be provided and those that the government
doesn’t want to be provided such as tobacco and cigarettes which the governments allow to be
sold sell but puts heavy tax on.
The smoking ban had a big effect on all business when it was put in place however it was a
positive for shops and business like Mr. Khans sandwich shop because it prevents smokers from
smoking in business and public places which allowed more people and a wider range to use the
business such mothers and children to use his store that wouldn’t have used it before because of
the smokers.
TASK 3
P5) Reasons and techniques for customers are targeting for selected products
The difference between a buyer and a customer consumer is a buyer is an individual or a
business who makes a purchase from someone who is selling something. A customer consumer
is a person who uses a service or a product. A buyer can sometimes be a consumer, especially
when somebody buys something for themselves that they themselves will use.
Consumer purchases are influenced by various factors. Understanding these influences will help
a business market its products and services effectively. Marketing and advertising campaigns
should be designed to address these influences.
Geographic - is an important process - mainly for a multi-national and global businesses
and brands. Many large businesses have regional and national marketing which change their
products, advertising and promotion to meet the individual needs of geographic section.
Demographic - contains to mixing the market into groups based on variables such as sex, gender
family, age, income, occupation, race, religion, and nationality. Business might expect,
demographic segmentation variables are between the most popular sources for segmenting
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customer groups. This is mainly because customer wants are closely linked to variables such as
income and age.
Psychographic -refers to a marketing strategy in which customers are divided
into various groups based on lifestyle. This approach to defining various demographics helps
marketers understand what influences purchase decisions such as different attitudes and
expectations, particularly of a good or service.
Activities are also taken into account.
Socio-cultural - combines social (related to groups) and cultural variables (related to the shared
values, beliefs, attitudes of people) that provide further basis for segmentation.
TASK 4
P6) Coherent marketing mix for a new product or service
Marketing mix refers to the set of actions. or tactics. that a company uses to promote its
brand or product in the market. The 4Ps make up a tical marketing mix - Puce. Product.
Promotion and
Place. However, nowadays, the marketing mix increasingly includes several other Ps like People.
Process and Physical Environment as vital mix elements.
The initiating mix is often referred to as the “Seven P’s” - since the most important elements of
marketing are concerned with:
1. Price — this where business to decide how much customers should pay for a product. An
product is only worth what customers are prepared to pay for it The price also needs to be
competitive, but this does not necessarily mean the cheapest: the small business may be able to
compete with larger rivals by adding extra services or details that will offer cu.s tomers better
value for nione
2. Product — the is no point in developing a product or service that no one wants to buy. Yet
many bus messes decide what to offer first. and then hope to find a market for it afterwards. In
contrast. the successful company will find out what customers need or want and then develop the
right product — with the right level of quality to meet those needs now an in the future.
3. Promotion — All of the methods of communication that a marketer may use to provide
information to different parties about the product. It’s includes activities such as branding.
advertising, sales management. special offers and exhibitions. Promotion must gain attentioll be
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appealing. tell a consistent message and above all else give the customer a reason to choose your
product rather than someone else’s.
4. Place — Refers to providing the product at a place which is convenient for consumers to
access. The product must be available in the right place. at the right time and in the right quantity
5. People — An one who conìes into contact with oui- customers will make an impression. and
that can have a profound effect on CustomerS. The reputation of youi brand rests in your
employees. Therefore. they must be appropriately trained, well-motivated and have the right
attitude towards the job and customers.
6. Process — The process of giving the service and the behavior of those who deliver are crucial
to customer satisfaction. Issues such as waiting times, the mforiuat ion given to customers and
the helpfùlness of staff are all vital to keep customers happy
2. Physical Environment — Facilities such as a dean tidy and well-decorated reception area can
help to reassine customers. Sometimes service or product you provide can be perceived as a risky
business by ‘,vir customers.
A successful marketing depends upon addressing these key issues listed above. All the elements
of the marketing mix influence each other. They make up the business plan for a company and if
handled right, can give it great success. But handled if wrong and the business could take ves to
recover.
CONCLUSION
The aim and purpose of this unit is to give learners an understanding of how marketing, research
and planning and the marketing mix are used by all organisations. Marketing is at the heart
of every organisation’s activity. Its importance is also growing in the non-commercial,
public and voluntary sectors. Also, at the heart of marketing is the customer. This unit will
introduce learners to some of the tools and techniques all types of organisations use to
achieve their objectives. In this report, marketing techniques, limitations and constraints of
marketing with reference to legal requirements, marketing research contribute to the
development of its marketing plans, Utilises data and information collected through
marketing research for marketing planning, Reasons and techniques for customers are
8

targeting for selected products, Coherent marketing mix for a new product or service have
been discussed.
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REFERENCES
Books and Journals
Johnson, G. and Scholes, K., 2003, Exploring Corporate Strategy, Prentice- Hall of India Private
Limited, New Delhi.
Williamson, et al, 2004, Strategic Management and Business Analysis, Butterworth-Heinemann,
Oxford.
Palmer, A. and Hartley, B., 2006, The Business Environment (5th edi.), McGraw-Hill Education,
Berkshire, UK.
Worthington, I. and Britton, C., 2006, The Business Environment (5th ed.), De Monfort
University, Leicester.
Botha, A., Kourie, D. and Snyman, R., 2014. Coping with continuous change in the business
environment: Knowledge management and knowledge management technology. Elsevier.
Bryman, A. and Bell, E., 2015. Business research methods. Oxford University Press, USA.
Wetherly, P. and Otter, D., 2014. The business environment: themes and issues in a globalizing
world. Oxford University Press.
Storey, D.J., 2016. Understanding the small business sector. Routledge.
Belás, J., Bartos, P., Habánik, J. and Novák, P., 2014. Significant attributes of the business
environment in small and meduim-sized enterprises. Economics & Sociology, 7(3), p.22.
Online
Peh, E., (2009), Economic system [online], June 20, 2009, Available from:
http://btechnd.blogspot.com/2009/06/explain-how-economic-systems-attempt-to.html [Accessed:
04/05/2017].
Riley, G., (2012), Government intervention-competition policy [online], Available from:
http://www.tutor2u.net/economics/revision-notes/a2-micro-competition-policy.html [Accessed:
04/05/2017].
Lasanthaw (2012), Objectives of Public and Private sector organizations – A comparison
[Online], August 3, 2012, Available from: http://lasanthaw.hubpages.com/hub/Objectives-of-
Public-and-Private-organizations-comparison [Accessed: 04/05/2017].

Hall, S., (2012), The Implications of Fiscal Policy and Monetary Policy to Business [online],
Available from: http://www.ehow.com/facts_6899691_implications-policy-monetary-policy-
business.html [Accessed: 04/05/2017].
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