Introduction to Marketing: Techniques, Research, and Planning

This report provides an overview of marketing principles, techniques, and strategies. It begins by examining marketing techniques used by Apple and the NHS, including branding, relationship marketing, and the Ansoff matrix. The report then discusses limitations and constraints of marketing, such as consumer laws. It delves into marketing research, differentiating between primary and secondary research, as well as qualitative and quantitative methods. The report explores how marketing research contributes to the development of marketing plans, including SWOT analysis. Finally, the report covers how Apple utilizes marketing research for planning and targets customer groups. Overall, the report provides a comprehensive understanding of marketing concepts and their practical applications.

INTRODUCTION TO
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Marketing techniques are used to market products in two organisations..............................1
.........................................................................................................................................................2
P2 Limitations and constraints of marketing..............................................................................3
M1...............................................................................................................................................4
D1................................................................................................................................................4
TASK 2............................................................................................................................................5
P3 Marketing research to contribute to the development of its marketing plans........................5
M2...............................................................................................................................................6
P4 Marketing research for marketing planning...........................................................................6
TASK 3............................................................................................................................................8
P5 Groups of customers are targeted for selected products........................................................8
TASK 4............................................................................................................................................8
P6 Coherent marketing mix for a new product or service..........................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is a procedure of administration with the assistance of this items and
administrations can move to the customers. It incorporates assurance and determination of
products, distinguish the cost, pick suitable dissemination technique and furthermore usage of
fitting system. It is fundamental to recognize the clients need and needs with the goal that
organization can satisfy it and give them fulfillment. In the event that they do that then
association can upgrade their benefits and also contend their rivals. It resembles a craftsmanship
and science. Apple having a fundamental point is to reach or draw in most extreme shoppers
towards their items and administrations (Anda and Temmen, 2014). They make different
arrangements for this reason by utilizing apparatuses and methods. Organization direct research
to decide the need of individuals so they can fulfill the request of them inside time.
TASK 1
P1 Marketing techniques are used to market products in two organisations
Macintosh is an American organization that offers telephones, portable workstations, PCs
and iPods. They are a business that works in the private segment, they have no administration
input. Apple outlines and makes their own particular items which incorporate iPhone, macintosh
book expert's and so forth. They made totally touch screen telephones.
The NHS is the National well-being administration which is freely subsidized medicinal
services framework for England. They give free social insurance and medicines to the UK. The
NHS is an open segment business. They furnish individuals with operations, treatment and drug.
Ansoff matrix: It is a key promoting arranging instrument that organizations use to
connect their advertising technique with their general key bearing. It has four segments:
Market Penetration-the firm tries to accomplish development with existing items in their present
market portions, planning to expand its piece of the pie (Barile and et. al., 2012).
Market Development-the firm looks for development by focusing on its current items to new
market portions.
Product Development-the organizations grows new items focused to its current market
fragments.
Diversification- the firm develops by expanding into new organizations by growing new items
for new markets.
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Branding: It counsels of a brand name, a logo and a motto. Most marking that is utilized by a
business would be trademarked to keep contenders from utilizing comparable name. A brand can
be capable offering apparatus and can help accomplish showcasing destinations, for example,
picking up market initiative and raising client mindfulness.
Apple utilizes marking by making their items rare, it implies that it makes their
merchandise truly well known that they can offer out in hours (Bhattacharya, 2010). They
likewise utilize it in their adverts, they have straightforward adverts that lone grandstands their
items, not posting the greater part of its components.
Illustration 1: Apple's Ansoff matrix
NHS utilizes marking to demonstrate their clients the administrations they give. Case:
medications, surgeries, prescriptions and so on they likewise utilize it to make individuals
mindful of them and the administrations that they give.
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Illustration 2: NHS's Ansoff matrix
Relationship marketing: It is the place the business concentrates on the long haul estimation of
a client. It resembles a showcasing exercises that are gone for creating and overseeing trust with
clients. With the assistance of this organization can likewise keep up long haul association with
their clients.
Apple utilizes this to speak with their clients and to construct trust with them. A way that
apple constructs an association with their client is by offering administration that enables their
clients with any issues with their items and virtuoso to bar.
The NHS utilizes it by building trust and reliability with respect to their administrations
between clients. They likewise utilize showcasing instruments, for example, publications, flyers
and so forth (Buttery and PAEDS/APSU, 2011).
P2 Limitations and constraints of marketing
Purchaser laws are standards that must be clung to. Organizations must ensure that they
conform to buyer law this implies they are legitimately obliged to stay up with the latest with
them. These include:
Sale of goods act, 1979: It requires to offer products as depicted and of a palatable quality.
Illustration: a business can't offer 11-inch portable PC as a 15-inch tablet and the tablet itself
must be new and undamaged if promoted along these lines. It is required to guarantee that agents
to not 'rip off' shoppers. Organizations can agree to the terms by guaranteeing they don't lie about
the items they are offering.
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Consumer protection from selling unfair trading regulations 2008: It implies that business
can't utilize argumentative offering strategies which could be seen as forceful and prominent.
They can't be untrustworthy behind the reasons for them doing certain exercises, for example,
they can't have a bringing down deal to a close on the off chance that they are not really shutting.
It is required so organizations don't push individuals into burning through cash that they would
prefer not to spend and the point is to prevent individuals from being influenced into purchasing
something or feeling that they are aiding by burning through cash (Gummesson and Mele,
2010). Organizations can consent by guaranteeing that their staff are prepared so they know how
to legitimately be a salesman and by business continually coming clean about activities and
advancements.
Consumer credit acts 1974 and 2006: Organizations must have a permit on the off chance that
they need to offer products using a loan or offer advances. The demonstration sets out a rundown
of prerequisites, for example, they should refresh their clients on their records and on the off
chance that they fall behind on installments. This is to shield individuals from overlooking and
afterward years after the fact assembling an expansive bill from the organization and requesting
to pay.
M1
Each organization utilizing different sort of promoting systems for their items and
administrations. Apple grow new items for their clients with the goal that they can fulfill their
necessities and needs. They include new elements into new forms. In any case, NHS gave
administrations to their current clients extremely well and they additionally need to pull in more
clients towards them.
D1
On the off chance that Apple utilize different sorts of systems for their items and
administrations then they can without much of a stretch fulfill the necessities and needs of clients
which will help them to upgrade their benefits. These strategies are extremely successful for the
association. It will likewise help them to build their notoriety in the commercial center. Clients
will think about them through their image (Jones, 2010.).
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TASK 2
P3 Marketing research to contribute to the development of its marketing plans
Showcasing research encourages a business to settle on choices by understanding the
changing of the market that is offers items in. for instance, apple so as to offer their items need to
think about their intended interest group, what individuals need to think about the item and what
makes their item emerge from others. They may likewise need to know the most ideal path for
them to disperse the item.
Primary and secondary research
There are two distinctive ways that apple can accumulate examine, either essential or
auxiliary. Essential research is done by the association that the examination is being done about,
optional research is picked up by gathering information that has been beforehand gathered. There
are two methods for essential research (inner and outer), interior essential research is alludes to
information gathered by taking a gander at the organizations inside database outside essential
research alludes to information that is gathered by discovering sentiment that have an outside
view on the business (Krishna, 2013). There are likewise two sort of optional research (inner and
outer) which are practically the same to essential research with the exception of the examination
has been gathered some time recently.
Bothy essential and auxiliary research have their utilizations and confinement. The
examination can be utilized to ensure that apple settle on the correct choice and to perceive how
they are getting along over a specific measure of time. The constraints are more confused, cost
adequacy may be a major one for a littler organization this is on account of the examination may
not reveal to them any more than they definitely know .the date that is gathered may not be
dependable the exploration as a rule means the more costly it is on account of to ensure that
information is solid you need to rehash it various circumstances. The exploration should be
legitimate likewise, it is more imperative for it to be substantial than unwavering quality does not
make a difference, substantial information is an information that can be utilized for its proposed
reason.
Qualitative and quantitative research
Research can be subjective, quantitative or both. Subjective research includes a sentiment
being communicated in a non numericals technique, the exploration is subjective and enables
organizations to dig further into these supposition to comprehend them better quantitative
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research is generally objective and is includes numbers and can set up relationship and causation,
quantitative research is a great deal snappier to comprehend on the grounds that all the
examination is quantifiable and adheres to the expected motivation behind the examination
(Louviere and et. al., 2013).
Apple's market research
Apple's are market orientated implying that they create items in view of the requirements
and needs of the market. Apple's do statistical surveying so they can arrange ahead,meaning they
can investigate what items they ought to creating to fill future needs. Complete statistical
surveying additionally implies that apple's can endeavours to reinforce their item range to
guarantee that they beat rivalry.
M2
Each kind of market plan has their own particular impediments in regards to showcasing
research. In the event that Apple go for essential research then it is more costly contrast with
auxiliary statistical surveying. They additionally require heaps of hotspots for leading the
examination of market. Essential strategy is exceptionally costly and tedious likewise. A few
information which are not approved to utilize organization will never utilize them.
P4 Marketing research for marketing planning
Apple do the SWOT examination for this reason which is depicted as underneath:
SWOT investigation:
Strength:
 They have heaps of creative items.
 Apple has initiative position in the commercial center.
 There brand value is high.
 Item outline of Apple id exceptionally special and in addition they utilize new
advancements in their products moreover.
 There appropriation framework is exceptionally viable and effective (Malhotra, 2012).
 They concentrate on their clients request while growing new item for them.
 No other organization is very similar to them.
 They never charge any additional sum from their clients.
 They have bunches of clients around the world.
Weakness:
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 Individuals expect incredible things from apple a seemingly endless amount of time and
keeping up these desire levels is difficult for anybody.
 A key issue in Apple as an organization is that a large number of its items are
inconsistent with outsider programming/adornments. That has an immense effect on
shopper basic leadership.
 Apple has just 7-8 items in its portfolio in contrast with the different items that its nearest
rivals Microsoft and Google have. Thus the reliance of Apple on each of its items is high.
In the event that one item bombs, then that is a 10% misfortune to Apple.
Opportunities:
 Normally, with Facebook extending with Instagram, Occulus crack, Whatsapp and others
and Google growing in 10 diverse ways, Apple needed to discover some new items
which Apple could dispatch. Apple is presently focused on Apple Car which should be
propelled in 2020 (Mentzer and Gundlach, 2010).
 In the innovation business, mechanical progression is dependably an open door.
Furthermore, the one brand we can hope to use innovation to its best is Apple.
 Apple is a developing organization in a developing business sector. Similarly vital to the
organization is the rising GDP of creating nations, in this manner expanding utilization of
such premium brands like Apple.
 Two items which can expand the nearness considerably further are the iWatch and Apple
TV, both of which are gone for the future, for when the computerized nearness
increments. Apple iWatch as of now has a half piece of the pie of Smart watches in US.
Threats:
 One of the key dangers to Apple is the market entrance by different brands in the
Smartphone showcase. Android is eating piece of the pie like anything and as of now has
47.5% of the piece of the overall industry while I telephone is at 42% piece of the pie.
Android is being utilized by Samsung, HTC, Lenovo and for all intents and purposes
everybody who needs to enter the advanced mobile phone showcase.
 Macintosh book is clearly the best of the best. Yet, so is Dell, as is Sony as is Lenovo.
The opposition is continually expanding in the portable PC fragments. Dell has presented
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some lovely models throughout the years including the Alien-product demonstrate
(Molesworth, Scullion and Nixon, 2010).
TASK 3
P5 Groups of customers are targeted for selected products
Fragment showcasing is the where characterizing the organizations clients' needs and
needs by requesting them specifically bunches that get distinctive care and diverse levels of
promoting. Clients are divided by a business can fluctuate from business to business however for
the most part incorporate ranges, for example, sex, territorial area, pay, financial variables, or
past purchasing.
Geographic: Geographic division is an imperative procedure – fundamentally for a multi-
national and worldwide organizations and brands. Numerous substantial organizations have
provincial and national showcasing which change their items, publicizing and advancement to
meet the individual needs of geographic area.
 Locales: e.g. in the UK these may be England, Scotland, Wales Northern Ireland
 Nations: maybe sorted by size, improvement
 City/Town measure: e.g. populace inside extents
 Populace mass: e.g. rural, urban, semi-provincial, and country
 Atmosphere: e.g. Northern, Southern
Demographical: This division contains of blending the market into gatherings in view of factors,
for example, sex, sexual orientation family, age, wage, occupation, race, religion and nationality.
Business may expect, statistic division factors are between the most famous hotspots for dividing
client gatherings. This is predominantly in light of the fact that client needs are firmly connected
to factors, for example, wage and age (Palmer, 2012).
TASK 4
P6 Coherent marketing mix for a new product or service
The marketing mix
Showcasing blend alludes to the arrangement of activities ,or strategies, that an
organization uses to advance its image or item in the market. The 4ps make up an average
showcasing blend value, product, promotion and prepare and physical condition as imperative
blend components.
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The advertising blend is regularly alluded as the "seven p' s"- since the most imperative
component of promoting are worried with;
Price: This where business to choose how much clients ought to pay for an item. An item is just
worth what clients are set up to pay for it. the cost additionally should be focused, however this
does not really mean the least expensive; the independent venture might have the capacity to
contend with bigger adversaries by including administrations or subtle elements that will offer
clients better an incentive for cash.
Product: There is no reason for building up an item or administrations that nobody needs to
purchase, yet numerous organizations choose what to offer first and want to discover a market
enemy it subsequently. In contracts, the fruitful organization will discover what clients need or
need and after that build up the correct item with the correct level of value to address those issues
now a later on.
Promotion: The majority of the techniques for correspondences that an advertisers may use to
give data to various gatherings about the item (Papasolomou and Melanthiou, 2012). Its
incorporate exercises, for example, marking, publicizing, deals administration, specials offers
and displays. Advancement must pick up consideration, be engaging, tell a predictable message
or more all else give a client motivation to pick your item instead of somebody else's.
Place: alludes to giving the item at a place which is helpful for shopper to get to. The item
should be accessible in the ideal place, at the correct time and in the correct amount.
People: Any individual who comes into contact with your clients will make an impression, and
that can profoundly affect the client. The notoriety of your image rest in your worker. Hence they
should be properly prepared, all around propelled and have a correct disposition towards the
employment and the clients.
Process: The way toward giving the administrations and the conduct of the individuals who
convey are critical to consumer loyalty. Issues, for example, the holding up times, the data given
to the clients and the supportiveness of the staff are all crucial to keep client upbeat.
Physical environment: Offices, for example, a perfect clean and all around designed gathering
region can console clients. Once in a while, administrations or item you give can be seen as an
unsafe business by your client.
A fruitful promoting relies on tending to these key issues recorded previously. Every one
of the components of the showcasing blend impact each other (Malhotra, 2012). They make up
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