Importance of Social Media Marketing for Business

MARKETING PRINCIPLES
AND TECHNIQUES

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Diverse activities carried out in marketing department....................................................1
1.2 Market Segmentation........................................................................................................2
1.3 Marketing mix..................................................................................................................3
TASK 2............................................................................................................................................4
2.1 Aims of research and market analysis..............................................................................4
2.2 Market research methods..................................................................................................4
2.3 Tools and techniques of market analysis..........................................................................5
TASK 3............................................................................................................................................5
4.1 Methods used to e-market products or services...............................................................5
4.2 Procedure of managing online image...............................................................................6
TASK 4............................................................................................................................................6
3.1 Market analysis techniques...............................................................................................6
3.2 Interpretation....................................................................................................................7
3.3 Findings of marketing team .............................................................................................7
CONCLUSION................................................................................................................................7

INTRODUCTION
Marketing is an important concept on which company majorly focus as it helps company
in interacting with customers and tell them about new products which firm is going to launch.
Thus, it can be said as an essential tool for connecting with every individual who are using their
products (Deshwal, 2015). Different types of techniques and methods would be explained to
identify external threats. Company that is taken in this company is The Little Espresso, which is
one of the coffee shop in United Kingdom. Report will majorly focus on a small family who are
running their business at local level. In terms of promoting their business managers are
suggesting various kinds of activities in order to increase its sales and profitability.
TASK 1
1.1 Diverse activities carried out in marketing department
Company use marketing which is a process of advertising commodities so as to increase
its customer's base. Firm in this context manufacture goods and services according to the needs
and wants of consumers so that enterprise can win loyalty of customers for a longer period of
time. Main aim of marketing is to satisfy the demands and preferences of customer by analysing
it through market research. Department of marketing plays an important role in identifying and
analysing market area form where company can get maximum benefits (Resnick and et. al.,
2016). Thus, some of the points as per sizes and scope of department and their roles are
explained below for having better knowledge:-
Campaign management- Under this, different kinds of promotional activities are
being conducted by department of marketing. Main role of this phase is to conduct a campaign
through which company would be able to advertise their products in front of their customers by
providing them all the knowledge which they want to get.
Define and manage brand of association- Under this, an individual try to explain about
the business and concept that company is following in market area in an appropriate manner.
This will assist customers in knowing about the products and services company is giving. Along
with this, it will give an opportunity to customers in setting a perception about commodities
whether to buy it or not.
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Producing marketing and promotional materials- Through this division of marketing
company try to provide different kinds of tools and technologies so that employees can conduct
their promotional activities in an appropriate manner.
Internal communication- If a company wants to increase its sales than it is a prime role
of managers that they provide adequate information about goods they are selling to its employees
(Kennedy and Parsons, 2014). As it will help company in accomplishing their targets and goals
in speculated period of time and will assist firm in better promotion.
Managing the vendors- For having effective sales of products marketing department
lookout for best vendors who can give firm with related resources that can help company in
improving its sales and profitability. Vendor plays an important part for company while setting
up the price of products. Company should regularly analyse vendors as change them according to
their price offering. Best source for this are advertising agencies, printing media and many more.
Monitoring and managing social media- In recent times as most of the people can be
seen using social media and for companies it works as a biggest platform for connecting with
every customers. So, it is prime role of marketing department to give appropriate information to
its consumers related to the products which firms are selling. Proper management of social media
account should be there as it directly depicts the goodwill and innovative approach of company.
Customer can also write their grievances while using their product so to get the fast response.
Henceforth, in terms of The Little Espresso, company is required to understand entire
concept of marketing so that firm can increase its sales and profitability in a speculated period
time.
1.2 Market Segmentation
The term basically defines about the process of market segmentation into smaller
components according to characteristics who shares same profile like caste, religion, race etc., It
assist company in understanding needs and demands of customers according to the taste and
preferences. Mainly process of market segmentation depends upon two components i.e. B2B
and B2C. According to the given scenario, it can be analysed that sales of The Little Espresso is
going down and to improve this, company is required to use various kinds of tools and
technologies. Along with coffee, shop is giving takeaway items that are easy available.
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