Principles and Practices of Marketing

Principles and
Practices of Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Company Overview....................................................................................................................1
Promotional mix and activities of British Telecom....................................................................1
Findings.......................................................................................................................................4
TASK 2............................................................................................................................................5
AIDA...........................................................................................................................................5
Communication model................................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing refers to an activity which company undertake in terms of promoting their
products regarding the buying and selling of products and services. For this, marketing consider
effective advertisement for the purchasing, selling and delivering of significant products to their
customers. Marketing is the critical business activity which undertake effective profit and non-
profit business activities (Solaimani and et. al., 2019). It is considered as the broad process that
undertake effective research, design of product, promotion and customer service. It tends to
undertake the effective marketing strategy that leads to make significant difference among the
selling of products which are being ignored by customers. British Telecom is the multinational
telecommunication company headquarter in London, UK. Company is founded in 1846 as the
electric telegraph company and also tends to control large number of subsidiaries. It also has
significant operations across 180 countries and also the largest provider for the broadband,
mobile service and fixed line. The report tends to cover the effective marketing solutions in
terms of effective strategies and marketing plans with unique marketing skills. It also leads to
understand prominent theories that are used for effective marketing concepts and practices.
TASK 1
Company Overview
BT is known as British Telecom which is the British multinational company situated in
London, UK and tend to operate in across 180 countries in terms of being the largest provider of
broadband, mobile and fixed line services in UK and also leads to offer subscription television
and IT services. British Telecom leads to control large number of subsidiaries and undertake
effective division supplies telecom services for corporate and government customers. It is
considered as the world's first public telegraph company in terms of developing their nationwide
communication network. Moreover, it was introduced in 1980 and in 1981 it became the official
name of the Post office telecommunication that also become the state owned corporation under
the provision of British Telecommunication Act.
Promotional mix and activities of British Telecom Advertising: It is an effective marketing communication that leads to employ an open
sponsorship for the non personal message in terms of promotion and selling their
products and services. It is quite different from public relations as in this advertiser pays
1

for the effective control over the message. Currently, British Telecom launched biggest
TV advertisement campaign to reinvigorate the brand to drive towards the convergence
them (Denton, Trent and Friedenberg, 2019). Therefore, the advertisement campaign of
British Telecom is related with sharing a single idea in terms of having effective
marketing communication ideas considering effective beliefs and ideas. Public relations: It depicts the variety of prominent activities that are conducted by
company in terms of promoting and protecting the image of an organisation. They also
tends to develop effective policies to launch its products within the market by attracting
the eyes of customers. For this, the objective of British Telecom is to manage the public
opinion of people towards the company and also tends to encompass the broad range of
activities. British Telecom promote its products with the help of effective slogan like
“bringing it all together, be there”. For this, British telecom tends to opt various strategies
including, know your audiences, improve online presence, get organised, create
compelling content and so on. Sales promotion: It is the effective process to persuade potential customers in regard of
purchasing of effective products and services. This technique is designed and used as the
short term tactic in terms of boosting the sales which is prominently effective to develop
customer loyalty. For this, there are various methods and ways in terms of promoting
sales including money off coupons, competitions, discount vouchers and so on (Ahmad,
2018). In relation with British Telecom, there are various ways which can be opted by
company in terms of offering its products and services which undertake, rebate, discount,
refunds, product combination of the main offerings to the customers and so on. Events and experiences: Event marketing is the effective activity which is opted by the
marketers in terms of promoting their brand, services and products for the real time
management. In relation with British Telecom, they tends to opt events marketing in
terms of gaining attraction of people towards their products and services. Along with
this, events can be online and offline as various organisations can participate as sponsor,
host and participants (Ruiz de Sabando and et. al., 2018). Moreover, event marketing is
beneficial for British Telecom as it leads to develop brand awareness, increase customer
involvement, educate customers regarding the right and wrong factor and so on. British
2