Samenvatting
Summary Btec complete unit 3 (pass)
- Instelling
- Deltion College
Unit 3 – Introduction to marketing
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Assignment brief – QCF BTECAssignment front sheet
Qualification Unit number and title
BTEC National, level 3, National in Business, 2010 Unit 3 – Introduction to marketing
Student name Assessor name
S. Demmer
Date issued Submitted on
3th September 2018 30th of September 2018
Assignment title Marketing The Heart Of Every Organisation?
In this assessment you will have opportunities to provide evidence against the following criteria.
Indicate the page numbers where the evidence can be found.
Criteria To achieve the criteria the evidence must show Task no. Evidence
reference that the student is able to:
describe how marketing techniques are used to market a
P1 1
product in two companies
P2 describe the limitations and constraints of marketing [RL] 2
compare marketing techniques used in marketing products
M1 1
in two organisations
evaluate the effectiveness of the use of techniques in
D1 1
marketing products in one organization
Student declaration
I certify that the work submitted for this assignment is my own and research sources are fully
acknowledged.
Student signature: Date:
,Assignment brief
Qualification BTEC National, level 3, National in Business, 2010
Unit number and title Unit 3 – Introduction to marketing
Assessor name S. Demmer
Date issued 3th September 2018
Deadline 30th September 2016
Assignment title Marketing The Heart Of Every Organisation?
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, you 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 you will study the legal requirements and voluntary codes that affect
marketing.
You 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, you will examine how a marketing mix is developed to meet the needs and aspirations of a
targeted group of prospective customers, before going on to develop a marketing mix for a new
product or service.
The unit gives you a brief overview of the principles of marketing or can be used as a basis for
further study of specialist marketing units.
Learning Outcomes
On completion of this unit you should:
1 Know the role of marketing in organisations.
2 Be able to use marketing research and marketing planning.
3 Understand how and why customer groups are targeted.
4 Be able to develop a coherent marketing mix.
Scenario
You recently started your job on at a Marketing agency and your first task is to work on the
marketing plans of two organisations.
Task 1
P1
Investigate the techniques of marketing. Do a blind product test by for example your family or your
friends. Describe how marketing techniques are used in combination with your product test in two
, companies.
Give a clear description in your own words that includes all relevant features. You should refer to the
organisations’ corporate objectives and their marketing objectives as well as their growth or survival
strategies, branding and approach to relationship marketing.
M1
Compare the marketing techniques used in marketing a product or service of your chosen
organisations. It’s handy to make use of a table as shown below, so you can compare the techniques
in a logical order.
Technique Douwe Egberts Chosen organisation
Etc. Etc. Etc.
D1
Evaluate the effectiveness of the use of techniques in marketing the product or service of one of your
chosen organisations. This should include researching and interpreting data and using logical
judgements about the validity and reliability of the data used.
This provides evidence for P1, M1 and D1
Task 2
P2
Marketers always operate under certain limitations and constraints. These can be legal requirements,
company policies or personal ethics. Make a comprehensive Mindmap in which you describe 4 legal
and 2 voluntary limitations/constraints and one example for every limitation/constraint.
This provides evidence for P2
Evidence checklist
P1
Describe how marketing techniques are used to market products in two
organisations.
, Marketing
In P1 I will use Philips and Shell as my two organisations, and I will explain how
these two company’s use their 4P’s and what strategies they use
Philips:
Because Philips has a lot of competitors like LG, Samsung, Sony Etc, they have
to stand out. They do this by using other strategies and using the 4P’s in a
different way than the competitors do. Philips uses their first P (price) by
delivering higher quality products for almost the same price than the others do
with the same products, this makes the people spending a bit more on better
products to be sure they have a good quality product. Philips also sells products
for a high price if other company’s like LG, Samsung and Sony don’t have these
products that way they make a good profit and they can keep selling the
common things for a lower price. Second P (place), Philips sells products in more
than 60 countries around the globe, in these countries they use their own
branded stores but also use other stores to sell their products. This makes it
possible to get a well-known brand because you can find their products almost
everywhere. Tirth P (product) Philips has a large amount of products you can
buy, from telephones and pc’s to Hospital requirement. This wide selection of
products makes it possible to connect with a large group of people like
teenagers, adults or even elderly people. Fourth P (promotion) Philips is very
good in promoting, you can see them on tv, you can hear them on the radio, see
them in newspapers with offers and you can even see a famous influencer
promoting their brand on social media. All of this is for brand awareness, They
also sponsor F1 races, Australian rugby and they sponsored the “Monster of rock
Festival”. This is how Philips uses their marketing techniques to promote their
products and their brand, and also keep growing every year.
Royal Dutch Shell:
Royal Dutch Shell also known as “shell” is one of the biggest companies is the
world that is involved in trading and selling of oil. In 2017 they had a revenue of
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