... QCF LEVEL 5: BTEC HIGHER NATIONAL ASSIGNMENT Assessment title: Marketing Principles Lecturer: Issued date: Submission date: Task One Task Two Task Three Task Four Learning Outcomes LO1 Understand the concept and process of marketing LO2 Be able to use the concepts of segmentation, targeting and positioning LO3 Understand the individual elements of the extended marketing mix LO4 Be able to use the marketing mix in different contexts Introduction This is a broad-based unit which gives learners the opportunity to apply the key principles of marketing. Firstly, the unit looks at the definitions of marketing, and what is meant by a marketing orientation and the marketing process. Next, learners consider the use of environmental analysis in marketing and to carry out their own analyses at both macro and micro levels. They will also investigate the importance of market segmentation and how this leads to the identification and full specification of target groups. Learners then consider buyer behaviour and positioning.The unit looks at the main elements of both the original and the extended marketing mix. This includes an introduction to the concept of the product life cycle, new product development, pricing strategies, distribution options and the promotion mix. Finally, learners will develop their own marketing mixes to meet the needs of different target groups. This includes considering the differences when marketing services...
Words: 1436 - Pages: 6
...Unit 3 – P1 P1 – Describe the marketing techniques used to market products My chosen organisations are NHS which is charity and Tesco which is private P1 Ansoff matrix Strategic marketing planning tool that links a firm's marketing strategy with its general strategic direction and presents four alternative growth strategies in other words there is four strategic parts to ansoff matrix which i will explain what it is and what is the purpose or definition for it. These are the four strategic parts to ansoff matrix below: Market penetration: A measure of the amount of sales or adoption of a product or service compared to the total theoretical market for that product or service.by pushing existing products in their current market segments in other words allowing existing product to gain potential customer in its market segment. Market development: The expansion of the total market for a product or company by entering new segments of the market and also allowing developing new markets for the existing products, trying to target new customer with an existing product. Product development: The creation of products with new or different characteristics that offer new or additional benefits to the customer. Product development may involve modification of an existing product or its presentation, developing new products for the existing markets. Creating new products for an existing market for example iPhone which then developed ipad. Diversification: Diversification...
Words: 8278 - Pages: 34
...capture this heterogeneous market for any product, marketers usually divide or disintegrate the market into a number of sub-markets/segments and the process is known as market segmentation. segmentation Thus we can say that market segmentation is the segmentation of markets into homogenous groups of customers, each of them reacting differently to promotion, communication, pricing and other variables of the marketing mix. Market segments should be formed in that way that difference between buyers within each segment is as small as possible. Thus, every segment can be addressed with an individually targeted marketing mix. The importance of market segmentation results from the fact that the buyers of a product or a service are no homogenous group. Actually, every buyer has individual needs, preferences, resources and behaviors. Since it is virtually impossible to cater for every customer’s individual characteristics, marketers group customers to market segments by variables they have in common. These common characteristics allow developing a standardized marketing mix for all customers in this segment. Through segmentation, the marketer can look at the differences among the customer groups and decide on appropriate strategies/offers for each group. This is precisely why some marketing gurus/experts have described segmentation as a strategy of dividing the markets for conquering them....
Words: 9108 - Pages: 37
...PROMOTIONAL AND ADVERTISING STRATEGIES Martha Simpson Professor Gary Shelton BUS 508: Contemporary Business Strayer University August 31, 2014 The history of the automobile began during the late 1700s when European engineers began producing powered vehicles that consisted of combustion, steam, and electrical motors. The 1900s also proved to be a time when the uncertainty of determining which type of motor could actually power the automobile was in question as well. The production of the first U.S. automobile in 1901 by the Ford Motor Company has revolutionized, and changed the course of the auto industry as we know today. In the beginning of its production, automobiles were considered a luxury that only the rich could afford, but today, it is viewed as a necessity that can provide consumers with the freedom to take them anywhere they choose. Henry Ford (Ford Motor Company) helped to shape the auto industry by pricing cars to be affordable, and paying his employees’ wages that would allow them an opportunity to afford to purchase the automobiles they produced. General Motors has been in the auto industry for more than one-hundred years, and has produced about 450 million automobiles worldwide. Although there has been a decline in the production of domestic and foreign automobiles by more than thirty percent in the past fifty years, General Motors way of doing business...
Words: 2037 - Pages: 9
...Council The Garrison, St Michael BB14038, Barbados CXC 08/G/SYLL 06 2 Contents RATIONALE...........................................................................................................................................................1 AIMS ........................................................................................................................................................................1 GENERAL OBJECTIVES ......................................................................................................................................2 SKILLS AND ABILLITIES TO BE ASSESSED ....................................................................................................2 STRUCTURE AND ORGANIZATION OF THE SYLLABUS………………………………………………………………..3 SUGGESTED TIME-TABLE ALLOCATION ......................................................................................................3 CERTIFICATION...
Words: 8268 - Pages: 34
...Proposed Marketing Plan for Introduction of Multi-functional Remote Device of JKL Plc, UK. Section 1: Introduction and Background This report entails the development of a marketing plan for the launch of a new product, a Multi-functional Remote Device (MRD), to be presented to the Investment Committee of JKL Plc. JKL Plc is a large London headquartered multinational FMCG with operations spanning 16 countries across the world. Its turnover for the financial year ended December 31, 2010 amounted to GBP 454 million. The search for innovative products has led the company to focus on the swift technology evolution within the hospitality industry around the world. This has necessitated the accurate estimation of future developments for maximising customer satisfaction and retention. Environmental scanning and market research reveals that customers are driving the industry towards technology convergence (Bentley, 2007, p2). The hotel industry presently relies upon stand-alone modes or discrete technology application devices to fulfil customer service requirements, in areas like electronic check-in/ check-out facilities, purchase and use of in-room entertainment or even the control of room settings for different utilities and appliances that are used by the customers during their stay in the hotel. Due to the continuous nature of the service provided by the industry, it is difficult to install/ retro-fit new technologies in operational properties at reasonable cost outlays. Consequently...
Words: 4689 - Pages: 19
...Contents 1.0 Introduction 3 1.1 Purpose 3 1.2 Scope of this report 3 1.3 Methodology 3 1.4 Limitations 3 2.0 Situation Analysis 4 2.1 Business Definition and Scope 4 2.1.2 Mission, Visions and Objectives of Packet One Networks 4 2.1.3 Products and Services Definition of P1 WiMAX 4 2.2 External Environment 5 2.2.1 Remote Environment Analysis 5 2.2.1.1 Economic Environment 5 2.2.1.2 Political/Legal Environment 6 2.2.1.3 Social Cultural Environment 6 2.2.1.4 Technological Environment’ 7 2.2.2 Near Environment Analysis 8 2.2.2.1 Porter’s 5 Forces Model 8 2.2.2.1.1 Rivalry among Present Competitors 8 2.2.2.1.2 Threat of New Entrants 9 2.2.2.1.3 Bargaining Power of Suppliers 9 2.2.2.1.4 Bargaining Power of Buyers 10 2.2.2.1.5 Threat from Substitute Products 10 2.2.2.2 Competitors Analysis 11 2.2.2.3 SWOT Analysis 12 2.2.2.3.1 Strength 13 2.2.2.3.2 Weakness 13 2.2.2.3.3 Opportunity 14 2.2.2.3.4 Threats 14 2.2.2.4.1 P1-Business Position 15 2.2.2.4.2 Market Attractiveness 16 2.2.2.4.3 GE Matrix Chart 16 2.2.2.5 Buyers Analysis. 16 3.0 Marketing Objectives, Strategies and Marketing Mix 17 3.1 Marketing Objectives 17 3.2 Financial Objectives 17 Marketing Strategy’s 17 3.3.1 Untapped Segment & Brand awareness 17 3.4 Product Life Cycle 18 3.5 Segmentations, Targeting and Positioning 19 5.0 P1WiMAX Marketing Tactics 22 5.1 Promotion 22 5.1.1 Events 23 5.1.2 Service availability in F&B outlets 24 ...
Words: 13383 - Pages: 54
...University of International Business & Economics School of Business MBA Fall Course MARKETING MANAGEMENT Syllabus 营销管理教学大纲 授课时间 2011年9月-2012年1月 教 师 熊 伟 学 生 Full-time MBA 2011 E-mail 发布课件 mkt_mba_full@126.com 提交作业 mkt_mba_xw@126.com Tel 10-64494372 1. Outline and Objectives Marketing Management is a core subject in the business program, and it has been designed for those students majoring in Marketing, as well as those taking this course as their formal, academic venture into this discipline. Participants in the program would be expected to recognize that marketing is a total system of business action and should be seen as the key element in the running of any business. This course could enable students to better appreciate the role of marketing in individual firms as well as in the wider community by exposing them to theories and basic concepts. Upon completion of this course, it is expected that students should: be able to identify and explain the important concepts in marketing; understand how marketing integrates with other areas of business, especially in a dynamic business environment; be able to apply these concepts in case situations, particularly in a Chinese context and, therefore, to enhance competence in the analysis of real world’s marketing; develop the ability to confidently and meaningfully analyze marketing problems; be equipped with...
Words: 2583 - Pages: 11
...Blekinge Institute of Technology School of Management Master Thesis M.Sc. in Business Administration The Use of Promotional Activities in the Tourism Industry: The Case of Bangladesh [pic] By Md. Jakir Hossain Dr. Klaus Solberg Søilen ID # 670504-P777 Academic Supervisor E-mail: mjho05@student.bth.se hossainj67@yahoo.com Date: 07 June, 2006 Abstract This thesis is an attempt to investigate how the use of promotional activities can help to develop the tourism industry by giving a special concentration to the case of Bangladesh. The investigation was conducted from both a theoretical and an empirical point of view. The contribution of the same industry to the world economy is considerable. Many countries are now dependent on this sector for foreign currency earnings. Every destination country is trying to achieve more gain by developing this industry. The expansion of the tourism through out the world has increased competition among the tourist destinations, trying to attract more tourists by adopting appropriate marketing techniques and strategies. Failure of doing so by a particular marketer will lead to a less competitive in the world tourism market. As an important element of marketing mix, promotion plays the vital role in marketing any product and service. Tourism product/service is of no exception. Because of the tourists want to know in advance about the attractions and the facilities of a particular destination. The tourist...
Words: 58440 - Pages: 234
...Customer Satisfaction and the Services Marketing Mix Rama Yelkur ABSTRACT. As the U.S. economy continues to shift from a manufacturing to a service orientation, it is important for marketers to understand the importance of reactively adapting to customers through the marketing concept. This manuscript deals with one aspect of that adaptive process: customer service satisfaction. The purpose of this paper is to develop a model (see Figure 1) that suggests the possible effect of each individual element of the services marketing mix on the customer’s perception of the service. The customer experiences the service through the marketing mix; the critical elements in the services marketing mix that influence customer expectations being place, physical evidence, participants, and process. The customer’s experience of the service, the feelings and perceptions, have a pervasive influence on attracting new customers and retaining existing customers. The proposed model is formulated on the basis of propositions that relate marketing mix variables to the customer’s perception of service. The model incorporates customer expectations derived from his or her own experience or others’ experiences with the service, the service price relative to the price of other identical services, and the organization’s promotional methods for communicating the features of the service offered. [Article copies available for a fee from The Haworth Document Delivery Service: 1-800-342-9678. E-mail address:...
Words: 3936 - Pages: 16
...Code: 2526 A COMPREHENSIVE STUDY OF MARKETING MIX FOR THE SUCCESS AND SUSTAINABILITY OF CANINE DE-WORMER TABLETS MARKET IN SRI LANKA By Nirmana Lasith Jayatunge Roll No : 540686708 A project report submitted in partial fulfillment of the requirements for Master of Business Administration Of Sikkim Manipal University, INDIA Sikkim-Manipal University of Health, Medical and Technological Sciences Distance Education Wing Syndicate House Manipal -576119 STUDENT’S DECLARATION I here by declare that the project report entitled A comprehensive study of marketing mix for the success and sustainability of canine de-wormer tablets market in Sri Lanka Submitted in partial fulfillment of the requirements for the degree of Masters of Business Administration To Sikkim-Manipal University, India, is my original work and not submitted for the award of any other degree, diploma, fellowship, or any other similar title or prizes Place : Colombo Nirmana Lasith Jayatunge Date : July 20, 2008 Reg. No: 540686708 EXAMINER’S CERTIFICATION The project report of Nirmana Lasith Jayatunge Titled A comprehensive study of marketing mix for the success and sustainability of canine de-wormer tablets market in Sri Lanka Is approved and is acceptable in quality and form UNIVERSITY STUDY CENTER CERTIFICATION This is to certify that the project report entitled A comprehensive study of marketing mix for the success and sustainability of canine de-wormer...
Words: 26651 - Pages: 107
...Segmentation 10 II Targeting strategy 10 1 Segment size and growth 10 2 Segment structural attractiveness 10 3 Market targeting strategy 11 III Positioning strategy 11 1 Positioning map 11 2 Possible value differentiation 12 a Product differentiation 12 b Service differentiation 12 c Channel differentiation 12 d People differentiation 12 e Image differentiation 12 3 Chosen competitive advantages 12 4 Positioning statement 12 MARKETING MIX STRATEGIES 13 I Product strategy 13 1 Levels of product 13 2 Product life cycle 14 3 Brand development strategy 14 II Price strategy 15 1 General pricing approaches 15 2 New-product pricing strategies 15 3 Product-mix price strategies 15 a Product line pricing 15 b Product bundling pricing 15 c Optional-product pricing 15 d By-product pricing 15 4 Price adjustment Strategies 16 a Promotional pricing 16 b Psychological pricing 16 III Place strategy 16 1 Marketing channel 16 2 Channel organization 16 a Vertical marketing system 16 b...
Words: 7168 - Pages: 29
...CHAPTER 1 INTRODUCTION Introduction The network services first enter Malaysia in the early 1990s during the management of former Prime Minister, Tun Dr. Mahathir Mohamad. The network service which perceived to be some kind of policies that may favor the political supporters was not accepted by some parties. Hence, the service was constraint to gain acceptance by public and did not had any improvement. After the Asian financial crisis which hit Malaysia on year 1997-1998, a new era of market was transformed. A standalone policy and regulatory body known as the Malaysian Communications and Multimedia Commission (MCMC) was formed to bring new length of transparency and public liability to technology sector administration. Since then, broadband connections were widely spread in the market. For example, 1700 broadband connections were provided in approximately 800 libraries and expanded to public location where Internet can be found at most towns. As the government keep pushing toward the development of a broadband society, a large total number of broadband connections of all kind increases from 19,000 to over 200,000 in year 2002. While in year 2004, the government determines to set an amount of RM 800 million to build and improve broadband connectivity at countryside and outskirt. As Malaysia pushing ahead to create a broadband society, broadband service provider can grab this opportunity and promote the service to the consumer. Malaysia has been continuously proving...
Words: 10726 - Pages: 43
...School of Business Course: HND Business Level 5 Unit Name: Marketing Principles Student Name: Date Issued: 10/07/2014 Fail P1 P12 P2 P13 P3 P14 P4 P15 Pass P5 P6 M1 P7 M2 Lecturer’s Name: Completion Date: 07/08/2014 Merit P8 M3 P9 D1 P10 D2 Distinction P11 D3 Year: 2013/14 Learning Outcomes: 1 Understand the concept and process of marketing, 2 Be able to use the concepts of segmentation, targeting and positioning, 3 Understand the individual elements of the extended marketing mix, 4 Be able to use the marketing mix in different contexts. Comments: Assessor’s Signature: Date:______________ Referred Late: Yes No Internal Verification: Yes No I declare that the work I am submitting for assessment contains no sections in copied in whole or part from any other source, unless it is explicitly identified by means of quotation mark or by means of wholly indented paragraphs. I declare that I have also acknowledged such quotations by providing detailed references in an approved format. I understand that unidentified and un-referenced copying both constitutes plagiarism which is an offence. I give my consent for my work being scanned by Turnitin formatively and summatively for the purposes of assessment. Student Signature: Received: Date: Date: T +44 (0)20 8795 5509 ǀ info@csbm.co.uk ǀ www.csbm.co.uk Capital House ǀ 388 High Road ǀ Wembley ǀ Middlesex ǀ HA9 6AR ǀ Registered in Cardiff. 7027500 EDEXCEL HND Business Level 5 Unit 13: Personal and Professional Development ...
Words: 5867 - Pages: 24
...References 16 12. Appendixes 17 Appendix I 17 Appendix II 19 1. Executive Summary Demand forecasting is essentially anticipating future prospects by reviewing historical data in the most calculated way in an uncontrollable environment. Foreseeing what and when buyers will purchase has never been a simple procedure for producers or retailers. Troubled by the overwhelming undertaking of correctly coordinating supply with interest, makers are always enhancing procedures to accomplish the most noteworthy estimate exactness that will guarantee when the customer enters a store, the item they are searching for is on the rack. This is getting significantly tricky as the uncertainty level increase. In the below report the demand forecast of some of L’Oréal Paris promotional items which are distributed by Challhoub Group was reviewed and analyzed to estimate whether the Point of Sale (POS) data or the Order History data must be used as a forecasting reference to guarantee a fruitful profitable demand supply chain and satisfy the consumers need. The importance of the POS in demand forecasting and the overall...
Words: 5698 - Pages: 23
