...Unit 3: Introduction to Marketing Unit code: Y/502/5411 QCF Level 3: BTEC National Credit value: 10 Guided learning hours: 60 Aim and purpose The aim and purpose of this unit is to give learners an understanding of how marketing, research and planning and the marketing mix are used by all organisations. Unit introduction Marketing is at the heart of every organisation’s activity. Its importance is also growing in the non-commercial, public and voluntary sectors. Also, at the heart of marketing is the customer. This unit will introduce learners to some of the tools and techniques all types of organisations use to achieve their objectives. Firstly, learners will explore how different types of organisations use marketing principles to meet the needs of their customers and achieve their objectives. The constraints under which organisations operate are important and learners will study the legal requirements and voluntary codes that affect marketing. Learners will then go on to investigate how organisations collect data through market research and turn it into useful information which can be analysed and used to plan their marketing activities. The segmentation and targeting of groups of customers is a key marketing technique and this is studied in detail. This includes the different bases for segmentation of both consumer and business markets. Next, learners will examine how a marketing mix is developed to meet the needs and aspirations of...
Words: 4051 - Pages: 17
...Chapter 1 Marketing Research: It’s Everywhere! e 1. Marketing research a. generates information in the firm's environment. b. transmits information from the environment to the firm. c. interprets feedback information. d. makes decisions based upon information from the environment. e. does a, b, and c. b 2. Marketing research a. is simply asking consumers for their likes, dislikes, needs, and wants in a one-on-one situation. b. spans the informational boundary between the firm and its environment. c. can only be employed to assess the impact of past or contemplated adjustments in the marketing mix. d. is most generally used for marketing control purposes. e. is b and d. c 3. Which of the following is NOT a common activity of a marketing research department? a. assessing the impact(s) of changes in the marketing mix for a good marketing promotion b. identifying the legal constraints on advertising c. determining the most efficient production sequences for a plant d. establishing sales territory quotas e. c and d c 4. Which of the following is FALSE? a. The basic purpose of marketing research is to assist marketing managers in making more informed decisions. b. Marketing research became a significant business activity after World...
Words: 1331 - Pages: 6
...European Journal of Marketing 29,1 8 Received June 1994 Information systems in marketing Identifying opportunities for new applications Jari M. Talvinen Helsinki School of Economics and Business Administration, Helsinki, Finland Introduction Over the past three decades, subtle changes in the theory and practice of marketing have been fundamentally reshaping companies. These changes have also been evident in marketing and management related information systems. More and more, companies are faced with the need to control an ever larger and rapidly changing marketing environment. The information processing requirements of companies are expanding as their competitive environments become more dynamic and volatile[1]. To handle the increasing external and internal information flow and to improve its quality, companies will need to take advantage of the opportunities offered by modern information technology (IT) and information systems (IS). Managing marketing information by means of IT has become one of the most vital elements of effective marketing. By collecting and sharing marketing information and by using it to promote corporate and brand image, IS offer new ways of improving internal efficiencies of the firm. Information systems allow dynamic marketing communication between personnel in corporate planning, accounting, advertising and sales promotion, product management, channels of distribution and direct sales. Information technology-based marketing information systems...
Words: 8377 - Pages: 34
...Chapter 1 Marketing Research: It’s Everywhere! e 1. Marketing research a. generates information in the firm's environment. b. transmits information from the environment to the firm. c. interprets feedback information. d. makes decisions based upon information from the environment. e. does a, b, and c. b 2. Marketing research a. is simply asking consumers for their likes, dislikes, needs, and wants in a one-on-one situation. b. spans the informational boundary between the firm and its environment. c. can only be employed to assess the impact of past or contemplated adjustments in the marketing mix. d. is most generally used for marketing control purposes. e. is b and d. c 3. Which of the following is NOT a common activity of a marketing research department? a. assessing the impact(s) of changes in the marketing mix for a good marketing promotion b. identifying the legal constraints on advertising c. determining the most efficient production sequences for a plant d. establishing sales territory quotas e. c and d c 4. Which of the following is FALSE? a. The basic purpose of marketing research is to assist marketing managers in making more informed decisions. b. Marketing research became a significant business activity after World...
Words: 1331 - Pages: 6
...in Business 2014/2015 Student Name: | Unit: 3 – Introduction To Marketing | Year Group: 12 | Tutor: Miss Chotai | Date Issued: | Submission Deadline: 27th March 2015 | Deadline Met: Yes/No | Task | Criteria to be met | Issue date(w/c) | Submission date(w/c) | Task 1 | P1, P2, M1 and D1 | 12th January 2015 | 2nd February 2015 | Task 2 | P3, P4, M2 and D2 | 16th February 2015 | 2nd March 2015 | Task 3 | P5 | 2nd March 2015 | 9th March 2015 | Task 4 | P6 and M3 | 9th March 2015 | 23rd March 2015 | Grading Criteria Met & date achieved: | | | | P1 | P2 | P3 | P4 | P5 | P6 | M1 | M2 | M3 | D1 | D2 | | | | | | | | | | | | Final Feedback to Student | Final Grade Awarded: | Fail | Pass | Merit | Distinction | I CONFIRM THAT THE ATTACHED ASSIGNMENT IS MY OWN WORK Student Signature: Date: Tutor Signature: Date: Internal Verifier: Date: INTERIM FEEDBACK RECORD Date | Comment | Target | | | | UNIT 3: Introduction to marketing ASSESSMENT CRITERIA To achieve a Pass grade the evidence must show the learner is able to: | To achieve a Merit grade the evidence...
Words: 2049 - Pages: 9
...UNIT 14 Research INTERNATIONAL MARKETING RESEARCH Objectives After going through this unit you should he able to • explain the global marketing research scenario • • • • • explain the scope of international marketing research describe the procedure for undertaking international marketing research describe the techniques available for international marketing research plan a field research describe the techniques available for interview • identify and explain the various steps in analysis of field data and preparation of research report Structure 14.1 Introduction 14.2 Marketing Research : The Global Scene 14.3 The Scope of International Marketing Research 14.4 International Marketing Research Procedure 14.5 Techniques of International Marketing Research 14.6 Survey Research 14.7 Techniques of Interviewing 14.8 Analysis of Field Data 14.9 Preparation of Research Report 14.10 Summary 14.11 Self-assessment Questions 14.12 Further Rea dings 14.1 INTRODUCTION In international marketing, the marketer is faced with a dilemma of having too much data and too little information. There is plenty of global data from sources like the World Bank and other international bodies, but often a lack of specific information on countries and markets. In helping to reduce uncertainty around decision-making, precise information is the key. Whilst searching for opportunities globally, uncertainties arise due to four main factors:...
Words: 5547 - Pages: 23
...value | 3 | Introduction to Marketing | 10 | Name of assignment | Marketing the Jacksonville Jaguars and Birmingham Children’s Hospital | Name of Assessor | Danny Pardoe/Mark Guy | Start date | Completion date | Duration of assignment | Task 1 & 2: 7/3/14Task 3: 10/4/14 | Task 1 & 2: 10/4/14Task 3: 16/5/14 | 5 weeks5 weeks | Review date (A grade and actions for improvement will be given and recorded at this point. You can upgrade your work at the unit upgrade date, as listed opposite) | Unit upgrade date (Formative feedback and grade will be given for the entire unit at this stage. You are able to upgrade this unit at this date) | 9/5/14 | 2/6/14 | Scenario/ Vocational context | You work for Marketing Mania a large marketing agency that consults for a variety of businesses on the marketing activities that they undertake in order to promote their products or services. Your marketing agency has a varied portfolio of clients and you have been given the task of consulting for two businesses, one that operates in the private sector (Jacksonville Jaguars) and one in the public or voluntary sector (Birmingham Children’s Hospital). You have been set a variety of tasks. | Learning Outcomes for Unit | LO1 Know the role of marketing in organisations | LO2 Be able to use marketing research and marketing planning | LO3 Understand how and why customer groups are targeted | LO4 Be able to develop a coherent marketing mix | Grading criteria for...
Words: 1031 - Pages: 5
...Marketing planiranje Marketing Planning Predmetni nastavnik:Nevenka Popović Šević | Polaznik:Sabina ŠabovićDatum predaje28.12.2012. | 1. Be able to understand the meaning role of marketing in achievement of organizational objectives; Marketing is the management process through which goods and services move from concept to the customer. It includes the coordination of four elements called the 4 P's of marketing: (1) identification, selection and development of a product, (2) determination of its price, (3) selection of a distribution channel to reach the customer's place, and (4) development and implementation of a promotional strategy. Marketing is based on thinking about the business in terms of customer needs and their satisfaction. The marketing function facilitates the link between the customer and various key processes within the organization. Recognizing the real importance and the role of the marketing concept in the management of organization, it is necessary to accurately and clearly define the basic principles and elements of the marketing activities management. Considering the management of marketing activities as a process that initializes and directs numerous activities in the organization for the purpose of satisfying the needs and desires of the citizens as consumers, of the economy and society as a whole for specific products and/or services, while providing income for the organization, it is necessary to establish such a marketing management...
Words: 1565 - Pages: 7
...Abstract This paper aims to evaluate the marketing planning process for the case of Smirnoff Ice as a top selling Diageo’s brand at the Serbian marketplace. After a brief Company profile description and its business environment, the article proceeds to discuss and evaluate steps for a full analysis of the strategic marketing planning process assessing its importance with all related assumptions. Using the material collected after comprehensive research of the Smirnoff Ice market place and assessing the Smirnoff Ice Marketing Plan, the writer of this article tried to provide answers to the questions like: why is the marketing planning process an important tissue, who makes the strategic marketing decisions, what information are used in the strategic planning process, who sets objectives and marketing mix strategies etc. Finally, the paper offers the conclusions and recommendations by summarizing the article findings, highlighting most important topics discussed. Key words: marketing plan, marketing planning process, Smirnoff Ice, marketing mix : 1. Introduction Planning is an important process which exceeds its basic role as the tool for the business decision making. According to Drucker (1955), planning is concerned with development of strategies based on an organization’s assessment of the marketplace and perceptions of managerial expectations and organizational capability. Marketing planning is an essential management process as it affects every aspect of organizational...
Words: 3698 - Pages: 15
...Marketing Research Paper Denise Guerrero MKT/421 Monday, October 5, 2012 Sheryl Joyner Marketing Research Paper To establish a successful business in a competitive market, a company must have an effective marketing team. The marketing segment of an organization is responsible for development and execution of a strategic business plan for future business opportunities. A constant essential in the appropriate development of a marketing strategy is marketing research. Kudler Fine Foods is an organization successful in the gourmet grocery industry in California however there are some marketing research needs that can enhance the success of the business. To fully understand the needs of Kudler Fine Foods marketing needs, it is essential to understand the importance of marketing research and competitive intelligence analysis in developing Kudler Fine Foods marketing strategy and tactics as well as identifying areas where additional market research is needed that may aid in the development of strategic planning for the organization. Understanding each element is crucial to provide a concise evaluation of the marketing needs for Kudler Fine Foods. Marketing research is the ability to identify customer needs and evaluate a company's success in satisfying those needs (Perreault, Cannon, & McCarthy, 2011). The business study incorporated in marketing research allows companies to build a strategic business plan, implement a new product or service as well as improve...
Words: 1308 - Pages: 6
...[pic] WATERFRONT QUARTER, HUDDERSFIELD DEWSBURY CENTRE, DEWSBURY |Assignment title |Task 1 – The Role of Marketing | | | |Assessor |Jo Holmes | | | |Date issued |15th September 2014 | |Interim Deadline | |Final deadline |2nd November 2014 | |Duration (approx) | | | | |Qualification suite |BTEC Level 3 BTEC National Diploma in Business | |covered | ...
Words: 1701 - Pages: 7
...The Emerald Research Register for this journal is available at http://www .emeraldinsight.com/researchregister EJM 37,3/4 476 Received July 2001 Accepted May 2002 The current issue and full text archive of this journal is available at h ttp://www.emeraldinsigh t.com/0309-056 6.htm Marketing planning, market orientation and business performance Sue Pulendran Gartner Group, Sydney, Australia Richard Speed Melbourne Business School, University of Melbourne, Melbourne, Australia, and Robert E. Widing II Department of Management, University of Melbourne, Melbourne, Australia Keywords Company performance, Marketing planning, Market orientation, Marketing concept Abstract This study examines the relationships between marketing planning, market orientation and business performance. We explore conceptually how linking the behaviours of marketing planning with the values of market orientation might be expected impact on business performance. Our ®ndings suggest that high quality marketing planning can lead to performance bene®ts, but as antecedent to a market orientation, rather than as an independent activity. European Journal of Marketing Vol. 37 No. 3/4, 2003 pp. 476-497 q MCB UP Limited 0309-0566 DOI 10.1108/03090560310459050 Introduction Although managers have long been exhorted to become close to their customers and adopt the marketing concept, academic marketing has been able to offer relatively little guidance as to the practical...
Words: 9259 - Pages: 38
... | |cc: |Payal sharma | | | | Dear Mr. Wall, I am writing about Kellogg’s uses research to contribute to the developments its quantitative market research involves finding numerical data in Kellogg’s. Kellogg’s quantitative data is generally collected from large samplers and is easy to analyze to see how many people like to have Kellogg’s for there breakfast. With method of this will be doing samples in stores and taking people word of mouth to see if they have liked the product or disliked it. Also I will be doing online questionnaires to also collect date from that. The step by step information they need to follow in order to make a successful business. Qualitative and quantitative the opinions that the customers would have of the product. Why Kellogg’s want to do research on the product before they sell it to the customers. A larger sampler of the product for example Kellogg’s would do samples in store to see who likes which product. They would question customers on how often they eat this product, who eats it in the house hold and do you eat it everyday. Primary Kellogg’s...
Words: 1024 - Pages: 5
...Chapter 1 Marketing: Creating and Capturing Customer Value 1) All of the following are accurate descriptions of modern marketing, EXCEPT which one? A) Marketing is the creation of value for customers. B) Marketing is managing profitable customer relationships. C) Selling and advertising are synonymous with marketing. D) Marketing involves satisfying customers' needs. E) Marketing is used by for-profit and not-for-profit organizations. Answer: C 2) According to the opening scenario, the Mannai Automotive marketing team is MOST concerned about which of the following? A) maintaining its brand share B) proactively following up prospects C) advertising their product's benefits D) comparing the effectiveness of their product to other brands E) incorporating consumer-generated marketing in the marketing mix Answer: B 3) ________ is defined as a social and managerial process by which individuals and organizations obtain what they need and want through value creation and exchange. A) Selling B) Advertising C) Bartering D) Marketing E) Negotiating Answer: D 4) Which steps of the five-step marketing process are about understanding customers, creating customer value, and building strong customer relationships? A) the first two only B) the first three only C) the first four only D) the last three only E) the last four only Answer: C 5) According to the simple five-step model of the marketing process, a company needs to ________ before designing...
Words: 10741 - Pages: 43
...promotion make up the elements of a firm's marketing mix. |[pic| |a) True | |] | | | | | |b) False | |Question 2 | |2 / 2 points | ________ is the total combined customer lifetime values of all the company's current and potential customers. | | |a) | | | |Share of customer | | | | | | | |b) | | | |Customer payoff | | | | | |[pic| |c) | |] | |Customer equity | | | | | | | |d) | | | |Customer cardinality | | | | | | | |e) | | | |Customer perceived value | | | | | |Question 3 | |2 / 2 points | Josie enjoys her work at Futuristic Designs Inc. Her organization understands and anticipates customer needs even better than customers themselves do and creates products and services to meet existing and latent needs, now and in the future. Josie's firm practices ________ marketing. | | |a) ...
Words: 2988 - Pages: 12
