Marketing Principles and Techniques: A Comprehensive Guide

MARKETING
PRINCIPLES AND
TECHNIQUES

Table of Contents
INTRODUCTION............................................................................................................................. 3
TASK 1............................................................................................................................................ 4
1.1 CONCEPT OF MARKETING AND DIVERSE ACTIVITIES USED IN MARKETING
DEPARTMENT............................................................................................................................ 4
1.2 MARKET SEGMENTATION PROCESS FOR IDENTIFYING CUSTOMERS..............................7
1.3 MARKETING MIX APPLICABLE TO THE PRODUCTS...............................................................9
TASK 2.......................................................................................................................................... 11
2.1 AIMS OF RESEARCH AND MARKET ANALYSIS.....................................................................11
2.2 MARKET RESEARCH METHODS..........................................................................................12
2.3 MARKET ANALYSIS TOOLS AND TECHNIQUES....................................................................14
TASK 3.......................................................................................................................................... 15
3.1 METHODS USED TO E- MARKET PRODUCTS AND SERVICES...............................................15
3.2 COMPANIES MANAGING THEIR ONLINE IMAGE................................................................18
TASK 4.......................................................................................................................................... 19
4.1 MARKET ANALYSIS TECHNIQUES TO RESEARCH THE TARGET MARKET FOR PRODUCTS
AND SERVICES..........................................................................................................................19
4.2 INTERPRETATION OF THE FINDINGS OF MARKET RESEARCH AND MARKET ANALYSIS......20
4.3 PRESENTING THE FINDINGS TO THE MARKETING TEAM....................................................21
CONCLUSION............................................................................................................................... 22
REFERENCES.................................................................................................................................23
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INTRODUCTION
Marketing is considered as the backbone of any business which helps in promoting the growth
of the business. This report focuses on the understanding of the concept of marketing for
running a business by doing research and the tools as well as the techniques needed for the
business to run smoothly. Further, the concept of e-marketing is described with respect to the
products and the services used by the business. This report describes the procedure and the
techniques that the small family runs a business of manufacturing the household products
consisting of the excellent product of shampoo for increasing the market share of the company
named Annie’s product.
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TASK 1
1.1 CONCEPT OF MARKETING AND DIVERSE ACTIVITIES USED IN MARKETING
DEPARTMENT
Marketing is defined as the doing the promotion of the products and services offered by the
company in order to attract a large number of customers for buying the products. It consists of
different activities such as advertising, selling the products and the products to the customer.
Marketing helps in describing the features of the product and their benefits to the customer so
that the customer can purchase it (Jobber and Ellis-Chadwick, 2012). The marketing helps in
building the relationship of the company with the customer. The analysis of the marketing is
done by the research which helps in understanding the needs as well as the demands of the
customer. The survival of the company without the marketing is impossible. The marketing
helps in gaining the profit of the company.
Figure: Core Marketing Concepts
Source: Administrator, 2011
DIVERSE ACTIVITIES IN MARKETING DEPARTMENT
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Marketing department in small business consist of a person, either the marketing director or
the manager in addition to the executive.
The diverse activities in the marketing department are:
Product Development
The product development helps in bringing either the new product or improving the existing
one so that the opportunities with respect to the company can be analysed by doing the
research on the needs of the customer (Lovelock, 2011). This approach helps in identifying the
features of the product.
Sales Report
Sales support can be built by the company by giving the customer the website of the company
to register their details so that the customer base will be build which will further help in
increasing the sales of the company.
Communication
Communication material can be developed by the company such as the brochures, leaflets,
advertisement according to their budget so that the promotion can be done of the products
and services of the company to the customer.
Market Research
The benefit of doing the market research helps in gaining the opportunities by analysing the
needs of the customer (Kotlerand Armstrong, 2010).The research is conducted in order to
identify the strength as well as the weaknesses of the competitors.
Events
The events help in organizing the seminars, exhibitions, conferences by planning the logistics
and the facilities of a meeting. For an example, presentation and handouts can be given to the
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customer of the shampoo product for the purpose of giving them knowledge about the
product.
Market Strategy
The strategy of the marketing is designed in order to achieve the overall objectives of the
company for entering a new market so that the campaigns of planning can be made. For an
example, the demands for product shampoo can be increased in the market using a market
strategy to enable the customer know about the brand.
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