Unit 3 - Introduction to Marketing

Unit 3. Introduction to
marketing
Student name: Maria Perca

TABLE OF CONTENTS
INTRODUCTION ..........................................................................................................................3
TASK 1 ...........................................................................................................................................3
P1. Describe how marketing techniques such as growth strategies (Ansoff’s Matrix); survival
strategies; branding and relationship marketing are used to market products in the two selected
organisations................................................................................................................................3
P2. Describe with suitable examples the limitations and constraints of marketing with
reference to legal requirements....................................................................................................4
TASK 2 ...........................................................................................................................................5
P3. Describe how one of the selected organisations uses marketing research such as
qualitative; quantitative; primary internal/external research; and secondary internal/ external
research to contribute to the development of its marketing plans...............................................5
P4. Describe how the same organisation mentioned above, utilises data and information
collected through marketing research for marketing planning....................................................6
TASK 3 ...........................................................................................................................................7
P5. Explain how and why groups of customers are targeted for selected products.....................7
TASK 4 ...........................................................................................................................................7
P6. Develop a coherent marketing mix for a new product or service..........................................7
CONCLUSION................................................................................................................................9
References......................................................................................................................................10

INTRODUCTION
The action or business of promoting and selling products or services, including market
research and advertising is marketing. In this report, the different aspects of marketing have been
discussed and various strategies and limitations or constraints regarding marketing systems of
two organisations have been depicted.
TASK 1
P1. Describe how marketing techniques such as growth strategies (Ansoff’s Matrix); survival
strategies; branding and relationship marketing are used to market products in the two selected
organisations
Ansoff matrix: This matrix is determines as the Ansoff products and growth within the market
through planning tool. This is usually used to focusing on products and new market where the
organisation can expand their business. These model is based on 4 different elements such as
market penetration, product development, market development and diversification. Market
penetration is determines products that are exists in market without exploitation of elements that
are change in products. With the help of different pricing policies, more customers could be
attracted at workplace with effective distribution. Further, in product development growth
strategy new products has been introduced into existing market with create effective features in it
that are ahead from other competitors. Moreover, market development element consist another
strategy that make segmentation which assist to identify new clients. This strategy also assume
that existing market full exploited which need to be venture in another marketplace. At last,
diversification is another growth strategy which involves selling of new products in new areas at
same time. There are two type of diversification take place such as related and unrelated.
Branding: Branding is very important activity, that assist to make image of the organisation in
front of stakeholders. It assists to gain competitive advantages within the market that can be
support to whole business in successful manner. With the help of innovative features, the
organisation can make brand image and attract customers easily. Branding strategy is depended
on how, what, when and whom make plan to communicating and delivering the important

message regarding business products and services. It can be determines in term of company
mission, vision, benefits and qualities, etc.
Relationship marketing: Relationship marketing is defines as the form of marketing developed
that make response to campaigns that can be emphasizes on customer retention and satisfaction
instead focus on sales. It is differs from customer relationship and extended to communication
for delivering effective message in market. It makes growth of the organisation to delivers
effective features in market.
Interactive Marketing: Interactive marketing refers to a marketing strategy that
encourages active participation between the consumer and the marketing campaign.
This term often refers to a fast-growing shift from one-sided customer interaction to a two-sided
conversation. Interactive marketing is becoming a trend because of customers’ demand for a
better online experience and improved internet technology.
Become a Valuable Resource
Look for ways you can be a resource for your prospects and customers. Supply them with free
information. Help them do things faster, easier, less expensively. You get another opportunity to
sell something every time they come back to you for help.
Separate Yourself from Your Competition
Find or create a reason for customers to do business with you instead of with someone else
offering the same or similar products.
There are different types of marketing strategies available. Picking up a marketing strategy
includes analyzing the needs of your business, your target audience and specifications of your
products.
The two main types of marketing strategy are:
 1. Business to business (B2B) marketing
 2. Business to consumer (B2C) marketing
The most common form of marketing is business to consumer (B2C) marketing. Let’s explore a
bit more.
Following are the different types of marketing strategies available.