Marketing Principles and Techniques

MARKETING PRINCIPLES AND
TECHNIQUES
Contents

INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
1.1 Describe the diverse activities carried out in marketing departments in other businesses....3
1.2 Explain market segmentation as a tool to identify customers and explain market
segmentation methods.................................................................................................................4
1.3 Explain Marketing mix..........................................................................................................4
LO 2.................................................................................................................................................5
2.1 Explain the aims of research and market analysis.................................................................5
2.2 Describe market research methods........................................................................................6
2.3 Outline market analysis tools and techniques that could be used..........................................7
LO 4.................................................................................................................................................7
4.1 Describe the methods used to e-market products and services..............................................7
4.2 Explain how companies manage their online image.............................................................8
LO 3.................................................................................................................................................9
3.1 Market analysis techniques....................................................................................................9
3.2 Interpret findings of market research and market analysis....................................................9
3.3 Present Findings...................................................................................................................11
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
There are different principles and techniques of marketing which helps the companies in
market to promote their brand and increase their reach so that they can be remembered by
customers and compete with their competitors. They have to undertake different campaigns,
strategies etc. This report highlights issues such as segmentation of marketing and methods for it.
Marketing Mix of Tesco, aims of research and market analysis. Other than this tools and
techniques for analysis of market are used and described such as SWOT analysis. Managing of
goodwill through online channels. methods to market and promote their products online and
ways to conduct the research (Gordon and Oades, 2017).
LO 1
1.1 Describe the diverse activities carried out in marketing departments in other businesses
There are various areas which require the aspect of marketing because it helps companies
such as Tesco to present them in a better way and through that they are able to increase their
reach to their customers.
Campaign for Marketing-
Marketing of the company helps Tesco to assess the cycle of sales and on basis of that it
sets their strategies to release an announcement in the market (Folinas, Boti and Fotiadis, 2018).
SEO-
Customers and businesses have shifted online and it is up to the marketing teak of the
company to pop up first whenever a customer search for in the same category they must find out
their page. It is the duty of the team to keep their webpage up to date (Shrivas and Khandelwal,
2019).
Customer and Market Research-
Tesco conducts research of the market so that they can assess the needs of the customer
and analyze their wants so that they can make the necessary changes in their products. Also they
check that how are their current offerings being perceived in the market.

1.2 Explain market segmentation as a tool to identify customers and explain market segmentation
methods
Market segmentation helps the company to identify their market as per the products they
deal in. they evaluate the opportunity they have in the current market and on the basis of that
they classify their customers in that specific market, regions or industries that can cater to their
needs. Management of Tesco needs to make the list of segments who they find to have potential.
There are various methods for the segmentation of market
Demographic Segmentation-
This form of segmentation is considered by many companies for segmenting their
market. It works on a approach by collecting the data for a group of people. For instance they
collect the data and segment their customers on the basis of income, age, gender, location,
education etc. It is easy for them to conduct research with this method and for Tesco their
prospective clients can be segmented on the basis of gender and income (Pulker, Scott and
Pollard, 2018).
Behavioral Segmentation-
This form of segmentation will help the companies such as Tesco to assess the behavior
and patterns of the customer. For instance they will be able to determine their habits of
purchasing or spending, the status they maintain and interaction they keep with the brand. With
the help of this form company will be able to assess their actions.
Geographic Segmentation-
This form of segmentation is easiest for the business as they have to easily divide their
market on the basis of borders they want to serve in such as city or a country. For instance Tesco
have covered almost every city in UK now they are targeting other countries to set up their
venture.
1.3 Explain Marketing mix
Product-