Business Marketing Techniques: Strategies for Local Businesses Report

This report examines various marketing techniques applicable to local businesses, including flyers, posters, value additions, and referral networks. It also addresses the legal and voluntary limitations and constraints of marketing, referencing the Sales of Goods Act 1979 and the Trade Description Act 1968. A marketing research assessment of Marks and Spencer's is included, detailing their use of primary and secondary research methods to improve product quality and customer satisfaction. Furthermore, the report describes how cultural differences influence marketing messages, emphasizing the importance of adapting strategies to suit different values, symbols, and rituals. Desklib provides access to similar solved assignments and resources for students.

Business Marketing in Business
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Table of Contents
Introduction......................................................................................................................................3
LO1 Describe how marketing techniques are used in the marketing of products in a range of
organizations....................................................................................................................................4
LO2 Illustrate the limitations and constraints of marketing............................................................4
LO3 Assess how a selected organisation uses marketing research to contribute to the
development of its marketing plan..................................................................................................5
LO7 Describe how cultural differences can alter the marketing message.......................................6
Conclusion.......................................................................................................................................8
Reference List..................................................................................................................................9
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Introduction
The assignment is done to assist the local businesses regarding the product marketing as well as
the services that the organizations provide. There are several marketing techniques that the local
organizations can implement for product marketing in the new retail park. The marketing
techniques include flyers, posters, value additions and referral networks. The assignment also
includes the constraints and limitations of marketing that needs to be followed. A marketing
research is also done on Marks and Spencer’s to evaluate the impact of the research on its
marketing. How the marketing team of the organisation alters the marketing message depending
on the cultural differences has been explained in the assignment as well.
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LO1 Describe how marketing techniques are used in the marketing of products in a range
of organizations.
It is essential for the local businesses to understand the techniques that can assist the
businessmen to market their products in the retail park. With the help of marketing techniques,
the local businessmen can implement strategies to increase the sales of their products.
Flyers Flyers are considered to be the cheap method for product marketing. The
flyers should be brief. The organizations distribute the flyers in the mailbox
that highlights the services and discounts about the product.
Posters The organizations utilize the free broad space for poster advertisement that
assist the product marketing (Babin and Zikmund, 2015). The posters
should include information regarding the products along with the discounts.
The organizations promote its product by this effective technique.
Value Additions Organizations also utilize the Value Addition method to improve the
satisfaction of the customers by offering discount coupons. This technique
also assists the organisation to eliminate competition as value addition
technique includes guarantees and referral rewards for the potential
customers.
Referral
Networks
Referral networks are applicable in the business-to-business relationship
where one organisation adds referral of another organisation in its website
for the customers (McDOnald and Wilson, 2016). This process assists the
organizations to promote others business as well.
LO2 Illustrate the limitations and constraints of marketing.
Organizations have some limitations regarding the legal, voluntary factors and language barriers
that need to be followed while marketing the products.
Legal constraints:
 One of the legal constraints is Sales of goods act 1979 that ensures satisfactory quality for
the customers. The law includes the purpose that should fit for the products (Manova et
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al., 2015). For example, TESCO Plc used to sell meat which was labeled as Beef.
However, the organisation violated the sales of good act 1979 as the organization sold
house meat instead of beef under the same label.
 Trade description act: The Trade Description Act 1968 prevents the manufacturers and
service industry to mislead the consumers. The organizations need to follow the act in
order to supply the products with good quality to the consumers. For example, TESCO
Plc breached the trade description act as the management team failed to provide low
priced washing powder to the customers as per the advertisement it displayed.
Voluntary constraints:
 ASA does not belong to the legal framework. The organizations need to follow the
ASA promotions to maintain the code of advertising (Rosso, 2014). The
advertisements need to be legal and highlight the interests of the society by promoting
the products.
LO3 Assess how a selected organisation uses marketing research to contribute to the
development of its marketing plan.
Mark and Spencer utilize the marketing research to improve the product quality and services that
it provides to the customers. The company made several alternations to improve the website as
well as international businesses. Depending on the marketing research, Marks and Spencer’s
increased variety of products with promotions that assists the company to attract more
consumers. This strategy increased the overall profit of the organisation.
Primary marketing research: Marks and Spencer’s utilizes the primary marketing research
by conducting surveys and questionnaires that assist the company to gain customer feedback
(Bryman and Bell, 2015). After conducting primary marketing research, Marks and
Spencer’s has improved its customer satisfactions by providing good quality products and
services.
Secondary marketing research: The Marks and Spencer’s carries out secondary marketing
research by conducting surveys regarding the competitors of the organisation. The marketing
team does the analysis depending on the old reports and surveys which assist the organisation
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to implement services. The services assist the organization to omit competition (McDonald
and Wilson, 2015). Depending on the secondary marketing research, Marks and Spencer’s
has increased the range of food products which helped the organisation to attract new
customers.
LO7 Describe how cultural differences can alter the marketing message.
The organizations need to acknowledge the cultural aspects of the country to promote the
products. The marketing message needs to be altered according to the cultural difference of the
nation.
Values The marketing strategies need to be altered depending on the values
of the society. Different people have different values and
preferences. The marketing team of the organization does the
advertisement to satisfy the preferences of the customers (Ferraro
and Briody, 2017). The customers of United States make purchasing
decisions based on their own preferences. Whereas, the customers of
Japan are mainly family oriented and make purchasing decision that
offers collective group values.
Symbols The language of the nation is considered as the cultural pride. While
advertising a certain product, the organizations need to implement
language symbols that are acceptable by the society (Meyers-Levy
and Loken, 2015). The other cultural symbols consist of drama, folk
dance as well as music that can be implemented to attract more
customers towards the products.
Rituals Rituals play a vital role in the marketing strategies of the
organizations. The organizations need to focus on the interaction of
the customers to identify the needs and promote the products
accordingly.
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Conclusion
It can be concluded from the assignment that the marketing techniques play a vital role for the
product marketing. There are several limitations as well as constraints regarding the marketing of
the organizations that needs to be followed. The legal constraints and voluntary constraints are
explained in the assignment. The marketing strategies of Marks and Spencer’s have been
evaluated in this assignment to develop its marketing plan. The impact of the cultural differences
on the marketing message has been explained in the assignment as well.
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Reference List
Babin, B.J. and Zikmund, W.G., 2015. Exploring marketing research. Cengage Learning.
Bryman, A. and Bell, E., 2015. Business research methods. Oxford University Press, USA.
Ferraro, G.P. and Briody, E.K., 2017. The cultural dimension of global business. Taylor &
Francis.
Manova, K., Wei, S.J. and Zhang, Z., 2015. Firm exports and multinational activity under credit
constraints. Review of Economics and Statistics, 97(3), pp.574-588.
McDonald, M. and Wilson, H., 2016. Marketing Plans: How to prepare them, how to profit from
them. John Wiley & Sons.
McDonald, M. and Wilson, H., 2016. Marketing Plans: How to prepare them, how to profit from
them. John Wiley & Sons.
Meyers‐Levy, J. and Loken, B., 2015. Revisiting gender differences: What we know and what
lies ahead. Journal of Consumer Psychology, 25(1), pp.129-149.
Rosso, B.D., 2014. Creativity and constraints: Exploring the role of constraints in the creative
processes of research and development teams. Organization Studies, 35(4), pp.551-585.
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