BTEC Business Unit 3 Introduction to Marketing How

BTEC Business Unit 3 Introduction to Marketing

How to set up your Coursework Folder? • On the white strip write: Your Name 12 BTEC Business Unit 3 TARGET GRADE: • You need 7 plastic wallets each with a label in the top right hand corner that say: New Work Assignment Brief Assignment 1 Assignment 2 Assignment 3 Assignment 4 Notes

Unit 3 Introduction to Marketing Assignment 1 (P 1/P 2/M 1/D 1) Date Set: 11 th May 15 Deadline: 1 st June 15

Learning Objective • Today’s learning objective is: To know the role of marketing and the marketing techniques used in two businesses

Assignment 1 Learning Outcomes • All WILL be able to describe the marketing techniques used by John Lewis and Pent Valley Technology College (P 1). • All SHOULD be able to compare marketing techniques used by John Lewis and Pent Valley Technology College (M 1). • All COULD be able to evaluate how effective the marketing technique are for either John Lewis and Pent Valley Technology College (D 1). Learning Objective: To know the role of marketing and the marketing techniques used in two businesses

What is Marketing? Marketing is anticipating and satisfying customer wants and needs while achieving objectives. NOTE - PROMOTION OR ADVERTISING IS NOT IN THE DEFINITION Learning Objective: To know the role of marketing and the marketing Learning Objective: To know how Human Resources are managed techniques used in two businesses

P ? r c i i l v b u P The Role of Marketing ate?

Marketing Objectives The goals of the marketing function which come from and are designed to help achieve the business objectives. • Market Leadership • Brand Awareness • Perceptions of customers and users ALWAYS SMART Learning Objective: To know the role of marketing and the marketing techniques used in two businesses

Marketing Objectives http: //www. johnlewispartnership. co. uk/about /our-strategy. html Learning Objective: To know the role of marketing and the marketing techniques used in two businesses

Marketing Techniques • Growth strategies - Ansoff’s Matrix • Survival strategies • Branding - importance in influencing buyer behaviour, brand building, positioning, brand extension • Relationship marketing - definition, difference between transactional marketing and relationship marketing, value of lifetime customer READ 1. 3 P 90 - 93

Ansoff’s Matrix Learning Objective: To know the role of marketing and the marketing techniques used in two businesses

Explanation of Ansoff’s Matrix • Market penetration – This involves increasing market share within existing market segments. This can be achieved by selling more products/services to established customers or by finding new customers within existing markets. • Product development – This involves developing new products for existing markets. Product development involves thinking about how new products can meet customer needs more closely and outperform the products of competitors. • Market development – This strategy entails finding new markets for existing products. Market research and further segmentation of markets helps to identify new groups of customers. • Diversification – This involves moving new products into new markets at the same time. It is the most risky strategy. The more an organisation moves away from what it has done in the past the more uncertainties are created. However, if existing activities are threatened, diversification helps to spread risk. Learning Objective: To know the role of marketing and the marketing techniques used in two businesses

Marketing Techniques Learning Objective: To know the role of marketing and the marketing techniques used in two businesses

Learning Objective • Today’s learning objective is: To know the limitations and the constraints of marketing for one of the businesses

Assignment 1 Learning Outcomes • All WILL be able to describe the limitations and constraints of marketing used at John Lewis (P 2). Learning Objective: To know the limitations and the constraints of marketing for one of the businesses

Part 2 For ONE of your businesses, write a report that describes the limitations and constraints of marketing (P 2). You should include the following: • legal constraints – describe the 5 laws and give an example of how it could affect a product in your chosen business – Sale of Goods Act 1979, – The Consumer Protection from Unfair Trading Regulations 2008 – Consumer Credit Acts 1974 and 2006 – Consumer Protection (Distance Selling) Regulations – Data Protection Act 1998 • voluntary constraints – describe the 2 voluntary bodies and give an example of how it could affect a product in your chosen business – Code of Advertising Practice – Advertising Standards Authority • pressure groups and consumerism – describe the meaning of these terms and give an example of how they could affect the business • acceptable language – describe the meaning of this in terms of marketing and give an example Learning Objective: To know the limitations and the constraints of marketing for one of the businesses

• http: //www. partnershipcard. co. uk/ - P 2 Credit card • http: //www. johnlewis. com/customerservices/security-privacy - P 2 Lots of info here on all parts of P 2