...P1: Research and describe two companies including an overview of their history and development. Include a summary of their Mission Statement, Aims and Objectives. Describe which marketing techniques are being used to market products by these two companies. Tesco: Jack Cohen was the founder of Tesco. He found it from the market stall of East London. His business starts developing year by year all over the world. The brand of Tesco became into view after five years when tea of shipment was bought by Jack. Today Tesco is running in 12 countries. They are serving millions of customers every week and they employ over 530,000 people. Now they are trying to do good things for their customers and colleagues. They have employed 7,000 employees on development programs so they can help them to gain more experience and skills which will be helpful for them to move on to the next challenge of Tesco. Tesco’s aim is to keep their customers royals by decreasing their prices. They want to maximise their profit by increasing their sales. The aim of Tesco is to outperform their competitors and remain in the market. The mission statement of Tesco is written below: “In any business, clear direction is vital. Our vision guides the direction and the decisions we take as an organisation. Tesco is a company built around customers and colleagues, high-quality assets around the world and multiple opportunities for growth and these characteristics are central to our vision for the business...
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...Final Exam Name: Institution: Final Exam Question 1 Four major marketing eras can be identified between the 1950s and the present day. The first period to follow the 1950s was the product era. During this era, producers relied on their products to market themselves. They believed that if a product were made with high standards, then there would be no need to try any aggressive marketing techniques. The next period to follow was the selling era. During this period, producers turned to marketing believing that a product did not have to be very good to sell. With the right amount of promotion, any product – regardless of quality – could be sold. The Marketing era came next. This period combined producers’ beliefs in the first two eras. Manufacturers made products that they believed would be desirable to consumers and then marketed them rigorously. The most recent period in marketing history is the holistic marketing era. During this period, producers factor in all elements involved in the entire transaction. Marketing integrates the processes of production, shipping and promotion. Marketing is directed to the customers in order to build a brand and to the firm’s employees so that they can be fully aware of the firm’s goals and standards. Question 2 The Samsung Galaxy S4 is Samsung’s latest addition to their Android Smartphone portfolio. The sleek device bears all of the latest innovations in mobile technology and is full of features that will make it useful and very...
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...discuss the combination of the four Ps used for the purpose of marketing product is known as the Marketing Mix. For this paper, we will be creating a marketing mix and describing how they apply to a specific product. Introduction Marketing strategies determine a product’s future sells and success. In this paper we will identify a tangible product of my choice and explain why this product was chosen. Then we will explain the characteristics of each element of marketing as it applies to this product. The four p’s of marketing are product, pricing, place, and promotion. With this being stated, we will lastly discuss why each of the 4-P decisions would be important when marketing this selected product. Tangible Product The Sony PlayStation is one of the most popular entertainment systems on the market. Sony markets this product to teenagers as well as adults. Its competitor which is the Microsoft Xbox usually releases their product around the same time with every newly introduced product. The two entertainment systems often use similar marketing techniques and both sold in the same department. Sony produces many electronic systems and is well known for supplying consumers with acceptable products. I specifically chose the PlayStation system because I am a consumer of this product, and the company does a great job on promoting, distributing, pricing and designing new products. Product As we know, product marketing includes the product’s design, branding, packaging, guarantees...
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...UNIT 3 Introduction to marketing P1 ASSIGNMENT BY SONIA CHARLES FOR HEATHER WILLAN OCTOBER 2013. TABLE OF CONTENTS 1 | Topic of the assignment. | 2 | Contents. | 3 | Introduction of the marketing strategies. | 4 | Introduction to enterprise & definition of Ansoff’s Matrix. | 5 | Market development & product development. | 6 | Diversification, market penetration & summary. | 7 | Introducing Kellogg’s and Kellogg’s brands. | 8 | Marketing mix, packaging & advertising | 9 | Market research & communicating with consumers & summary. | Introduction The purpose of this report is to research two different marketing strategies that can be used by organisations to identify opportunities to grow. The two organisations used in this report are Enterprise Rent-a-Car and Kellogg’s Breakfast Cereals. The growth strategies include Ansoff’s Matrix and Branding. According to The Chartered Institute of Marketing, “Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.” Enterprise Rent-a-car In 1957,Jack Crawford Taylor, an American entrepreneur established executive leasing in Missouri, united states which came later to be renamed as enterprise rent –a-car in 1962. With a vast network of over 6500 rental offices (5400 local...
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...After reviewing the video and reading Data Mining: A Competitive Weapon for Banking and Retail Industries; I learned that when marketing research was born – sort of. Since the mid 1890’s marketing research has come a long way; I learned how the company, Burke utilizing a rigid process to collect data for many different consumer research studies (Burke Video, n.d.). They involve web interviews, telephone calls, internet, and meeting with the clients face-to-face. The company redesigned their process and developed a plan to include customer ideas to develop ways to reach customers utilizing a revised type of analytical strategy involving time, frequency, or occasion in one overall process a digital dashboard. This process is similar to data mining; both methods allow the researches to perform steps to obtain a sample size that will allow them to obtain the data needed to make a critical decision. The key is to make a very clear research process that will address the problem so everyone can follow until the next change to make the company valuable to consumers (Burke Video, n.d.). Hormazi, and Giles (2004) states that the main idea of utilizing data mining is to extract the most important data from the existing data and enable better decision making (p. 63). This is a critical step that is noticed in the Burke video as each participant is discussing how the company changed their data collecting method to create the digital dashboard. During the process of the Burke’s method...
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...Red Bull incorporates an extreme marketing mix to create an adventurous image for their consumers. Red Bull’s unique selling position is the ability to bring out the emotions associated with speed, adventure, daring, and power with promotion and aggressive sponsorships in extreme sports like moto-cross, enduro-cross, downhill mountain biking, paragliding, sky-diving etcetera using social media, and heavy advertising. This helped the company to create a vigorous campaign with high energy and high action winning over millions of young people who actively seek and easily identify with those qualities. Red Bull’s profits and financial approaches have allowed them to spend millions a year on promoting events such as the Red Bull Flugtag, Rampage, and Hard Enduro. Each one of these events is revamped each year to push the envelope further than any other similar event to surpass its predecessor. Not only do they continue these events but constantly are looking to fund the next big thing to keep their name at the top of the extreme sports industry. By sponsoring events like the Stratosphere Jump, this set a new world record for the highest free fall jump and was world news. The international company sponsors events around the world, and are recognized by followers worldwide. This is due to the fact that Red Bull incorporates their advertising, sales teams, sales promotions and PR to create events that appeal to all of their consumers and are publicized throughout the world and...
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...Task: Explain how and why groups of customers are targeted for selected products. In this assignment I will be explaining what market segmentation is; I will also explain the different types of market segmentations and also how Tesco use market segmentation when selling a particular product. Furthermore I will take account of what business to consumer and business to business marketing is and I will explain how Tesco use them. Market segmentation is a marketing strategy which consists of dividing and breaking down a broad target market into subsections of consumers, businesses, or countries that have, or are thought to have, common needs, interests, and priorities, and then applying strategies to target them. There are usually four types of segmentations businesses will use. These are: geographical segmentation, demographic segmentation, psychographic segmentation and behavioural segmentation. The geographical segmentation divides customers into segments based upon the geographical areas such as nations, regions, counties, cities or neighbourhoods. This could compare to spending levels, income levels, employment levels and buying habits for places around geographical areas. Tesco would use the geographical segmentation to find out where they should set up their stores. This could mean more affluent places to bring in more customers which can buy the top end products and in a place where there is barely a supermarket as this will attract all people around the geographical...
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...Current Healthcare Marketing Techniques Marketing has been around for a long time and continues to change with current times. Through the use of the internet alone, there are many types of marketing being used in meaningful ways. Current techniques affect consumer trends in many ways. There are also many positive effects, as well as, negative effects due to current techniques and trends. Types of health care marketing techniques are social media and using search engines to promote healthcare related topics, issues, brands and more. By the use of social media such as Facebook, Twitter, and YouTube are used to create relationships between healthcare providers and patients. Health care professionals are able to provide customer feedback establish trust with patients and consumer (Lawson, 2011). Social media also provides important news to spread to a broad audience that more than likely will share with their friends (Lawson, 2011). Social media such as YouTube, Facebook, and Twitter have little to no cost. Another type of marketing technique is by use of search engines such as Google, Yahoo, and Bing are popular because healthcare organizations can advertise their ads easily. In an era like now where many people rely on the internet to give them solutions, these search engines will point patients and consumers in the right direction to find their solution. Current health care marketing techniques and trends are smart and creative. They find more direct approaches to...
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...Thomas 12/21/2014 MY SELF MARKETING TECHNIQUES Present and Future Self Marketing Plans MY SELF MARKETING TECHNIQUES Present and Future Self Marketing Plans Floyd Kidd II Floyd Kidd II Self-marketing is a tool used to aid in career searching. In a time when the job market is scarce, you must be able to sell yourself to a potential employer. Employers want the best products to operate their businesses so you must make yourself the best product out there. Selling yourself is an important part of the modern job search. There are many techniques available to achieve this and this is my plan on how I will sell myself in my new career. A brand is defined as: "A name, term, sign, symbol or design, or a combination of these intended to identify the goods or services of one seller or group of sellers and differentiate them from those of competitors". Ask yourself; what kind of product am I, what brand of person will my future employer see me as. Joseph Perera from the Canadian Institute of Management said that a self-brand enables you to convince potential employers to hire you. Here are the main components of developing a self-brand: * Discovering yourself * Defining and building your brand * Developing your resources and building a network * Marketing your brand "Your personality, values, ethics, business standards, and everything that makes you who you are, are all fundamental parts of your personal brand." The techniques Perera explained in his article...
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...Primark and Oxfam Marketing Purpose and Techniques Contents Introduction____________3 Oxfam________________4 Primark_______________7 Charts & Tables _______10 Appendix_____________12 Introduction This report is based on the marketing techniques/ skills of Primark and Oxfam based on their products/services. Before we can understand the effectiveness of the marketing techniques, we have investigated both companies and carried research by looking through different sources. Sources include; internet research, company website, advertisements which we evaluated on www.youtube.com for Oxfam. Additional sources include the BTEC Level 3 Business Book1, which was used to look up techniques such as; survival strategies and brand awareness. We have also used resources such as PowerPoint Presentations from The Times 100, Business Case Studies. In this report you will find some information on the company itself and how they market themselves which we have put into sections in a specific order to show how we came to the conclusion of how effective we think their marketing skills are. We have provided evidence of our research and transferred relevant data into charts. Oxfam Company Purpose: Oxfam is a voluntary charity organisation. Oxfam’s main objective is to reach out to poor countries and help civilians manage their own lives from the sources Oxfam provide. Oxfam market themselves through their website and television commercials. This...
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...M1 – Compare marketing techniques used in marketing products in two organisations. In P1 I described how marketing techniques are used to market products in two organisations. The two organisations I looked at were Marks and Spencer and Waitrose. Marks and Spencer is a British multinational retailer that was founded in 1884, they sell food and drink, clothes and gifts. Waitrose however is a British upmarket supermarket that was founded in 1904, they focus on selling food and drink, and however they do sell a few gift items. Both Marks and Spencer and Waitrose use market penetration to target their audience, they do this by advertising through television, magazines, billboards and radio. Waitrose and Marks and Spencer both market their products by advertising on the television. This is a very effective way of marketing new products as over 90% of the UK population watch the television. By marketing through television advertising they know that they are reaching a lot more people than they would through advertising in magazines. However they choose to market them in different ways, Waitrose always tend to opt for a more traditional advert and target the older audience whereas Marks and Spencer choose to have a different storyline each year, for example this year it is based on ‘Alice in Wonderland’ and targets all audiences, the young and the older generation. Another marketing technique that both Waitrose and Marks and Spencer use is marketing their products by using adverts...
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...P1- Describe how marketing techniques are used to market products in two organisations. Marketing is the process in a business that it’s publicising the value of a product or a service to the customers with the aspiration of selling the product or the service; it is a demanding business function in order to attract customers. Tesco and McDonalds are the two chosen businesses where I will be looking at their objectives and marketing objectives; as well as at the marketing techniques used in order to succeed. Tesco is the biggest private sector employer in the UK; the company has more than 360,000 employees worldwide. Tesco operates in 12 countries outside the UK, including China, Japan and Turkey. The company has recently opened stores in the United States. This international expansion is part of Tesco’s strategy to diversify and grow the business. Whether McDonald’s is the leading global foodservice retailer with more than 35,000 local restaurants serving nearly 70 million people in more than 100 countries each day. Tesco’s objectives are: * To meet the needs of customers by constantly seeking, and acting on, their opinions regarding innovation, product quality, choice, store facilities and service; * To work closely with suppliers to build long term business relationships based on strict quality and price criteria; * To provide shareholders with progressive returns on their investment improving profitability through investment in efficient stores and distribution...
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...In this task I’m going to describe how marketing techniques are used to market products in two organisations. The two organisations that I have chosen are Tesco and Cafod. I’m going to define what marketing is and describe the marketing aims and objectives. I will describe growth strategies, cost limitation, brand awareness, perception of customers or users and Ansoff’s Matrix. I am also going to describe the relationship of corporate and marketing objectives, relationship marketing, brand positioning and extensions. Definition of Marketing Marketing is when business aim to satisfy customer needs by providing products or services. Marketing differs from selling because selling concerns itself with the principles and techniques of getting people to exchange their cash for the product. Marketing views the entire business process as consisting of a tightly integrated effort to discover, create, arouse and satisfy customer needs. In other words, marketing has less to do with getting customers to pay for the product as it does developing a demand for that product and fulfilling the customer's needs. Tesco is private sector. Tesco’s aims are to earn profit and grow by selling products and services to the customers. Tesco have SMART objectives which mean SPECIFIC – this means that their objectives needs to be precise, specifying, exactly who or what their want to involved, how many or how often and what they want to do. MESURABLE – this means that they need to include something...
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...In this report I will be describing how McDonalds and Tesco use marketing techniques to market there products. Marketing is the action or business of promoting and selling products or services, including market research and advertising, this is where a company advertises a product or service. The Ansoff matrix is a planning tool that combines a businesses marketing strategy with the firms planned direction and shows four different growth strategy’s in a table split into four different sections; market penetration, product development, market development and product/market diversification. McDonald’s will use a number of marketing techniques throughout their company in order for them to meet their objectives. One marketing technique they will use is diversification; Diversification is a corporate strategy to enter into a new market or industry which the business is not currently in, whilst also creating a new product for that new market (1). This is most risky section of the Ansoff's matrix, as the business has no experience in the new market and does not know if the product is going to be successful. McDonalds have used this strategy recently as they have introduced a new smoothie range into their stores. This is targeting the people who would like a healthy option as a pose to drinking something like a milkshake or a soda which both don’t appeal to people wanting to have a healthy drink with their meals. Another example of diversification within McDonalds is the new McCafé...
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...P1- Describe how marketing techniques are used to market products in two organisations. Marketing is the process in a business that it’s publicising the value of a product or a service to the customers with the aspiration of selling the product or the service; it is a demanding business function in order to attract customers. Tesco and McDonalds are the two chosen businesses where I will be looking at their objectives and marketing objectives; as well as at the marketing techniques used in order to succeed. Tesco is the biggest private sector employer in the UK; the company has more than 360,000 employees worldwide. Tesco operates in 12 countries outside the UK, including China, Japan and Turkey. The company has recently opened stores in the United States. This international expansion is part of Tesco’s strategy to diversify and grow the business. Whether McDonald’s is the leading global foodservice retailer with more than 35,000 local restaurants serving nearly 70 million people in more than 100 countries each day. Tesco’s objectives are: * To meet the needs of customers by constantly seeking, and acting on, their opinions regarding innovation, product quality, choice, store facilities and service; * To work closely with suppliers to build long term business relationships based on strict quality and price criteria; * To provide shareholders with progressive returns on their investment improving profitability through investment in efficient stores and distribution...
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