Marketing Principles and Techniques

Marketing Principles and
Techniques

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Marketing and functions perform by marketing department................................................3
1.2 Market segmentation.............................................................................................................4
1.3 Marketing mix ......................................................................................................................5
TASK 2............................................................................................................................................5
2.1 Aim of research and market analysis....................................................................................5
2.2 Market research method........................................................................................................6
2.3 Market analysis tools and techniques....................................................................................7
TASK 3............................................................................................................................................7
3.1 Application of market analysis techniques to research target market of own products........7
3.2Interpretation of market research and analysis.......................................................................7
3.3 Presentation of the findings to marketing team.....................................................................8
TASK 4............................................................................................................................................8
4.1 Methods used for e-marketing of products and services.......................................................8
4.2 Method regarding management of online image of organisation.........................................8
CONCLUSION................................................................................................................................9
REFRENCES.................................................................................................................................10
Books and Journal.....................................................................................................................10

INTRODUCTION
Marketing refers to the process used by company to promote the buying and selling of
their products(Bejtkovský, 2020). It includes all the activities which are carried out by company
to promote product and service of an organisation such as advertisement, discount offers and
other promotional activities. There are seven basic principles of marketing in order to increase
sales and demand of customers in an organisation are product, price, place and promotion. In
order to have efficient marketing in the organisation it is essential for managers to consider these
basic principles of organisation. Fresh and food bakery is an bakery operating their business in
London, UK. The first store of Fresh and food bakery is opened in Hampstead with an aim to
make best class artisan bread. This report contains the basic concept of marketing with various
functions to be performed by department of marketing. It includes segmentation of market with
application of marketing mix, marketing analysis, research and tools of marketing. It also
contains products of E-market and analysis of techniques with presentation of finding in the
research.
TASK 1
1.1 Marketing and functions perform by marketing department
Marketing
Marketing involves all the activities which are to be carried out by business in order to
promote their products and services in the market(Buccieri, Javalgi and Cavusgil, 2020). The
activities which are included in marketing are advertisement, modification of product according
to demand of customers, selection of best distribution sources and utilising promotional
strategies and many more. It spread awareness about the product among people of market. In
context of Fresh and Food bakery, in order to promote products of bakery they need efficient
marketing to be performed and create their unique identity.
Functions carried out by marketing department
Various activities are required by department of marketing in a company for
improvisation of the share of market and achieving good place in market. Fresh and Food bakery
is a small family business which is established before 6 months only. In order to attain success it
is essential to collect data about various functions of marketing which are discussed below:

Market research: Team of marketing is liable to perform market research in order to know
wants and preferences of customers(El Junusi, 2020). By conducting this research,
organisation will be able to identify chances in the market according to which products are
created.
Formulation of market strategy: Strategies for marketing are formulated in the organisation to
promote products and increase sales to attain competitive advantage.
Customer relationship management: It is responsibility of marketing manager to maintain and
build good and healthy relations with the customers and identify their satisfaction level. It
will help the organisation in gaining trust of customers and get loyal customers for the
organisation.
1.2 Market segmentation
Market segmentation is a process which helps to divide the mixed market into best
possible homogeneous groups according to the different parameters like geographical,
behavioural, demographical and psycho-graphical depends on the market and product offered by
an organisation(Jamshido'g'li, RakhmonjonZokirjono'g'li and Kholdorovna, 2020). Fresh and
food bakery also need to group market in order to fulfil demands of various customers.
Demographic segmentation: This segmentation divides the population according the
grounds of variables such as gender, age, income, occupation, etc. This is the most useful
segment of market segmentation which helps to determine number of individuals who consume
their products.
Behavioural segmentation: This segmentation helps to describe the actual taste of the
customers and divides the population according to grounds of parameters like usage, behaviours
and decision-making form of people and many more.
Psycho-graphic segmentation: This segment divides the groups on the parameters such
as activities, opinion, lifestyles and interests. Its main focus is to ascertain psychological aspects
of buying behaviour of consumers.
Geographic segmentation: It divides the segment on the grounds of the location of
consumers. It is essential to ascertain as need and buy8ing behaviour of consumers varies
according to different location.