Marketing Techniques Essay
P1 Checklist Describe how marketing techniques are used to market products in two organisations. Task: You need to investigate Innocence drinks and Tropicana to create a presentation describing which marketing techniques e. g. Market penetration, Market development, Product development, Diversification, Branding and Relationship Marketing these companies use to market a particular product, you need to select one product/services from each organisation. To achieve P1 your presentation must be organised under the following headings, and must address all of the information below: Introduction
Introduce your businesses – who are they, what do they do, how long have they been in business, their aims and their objectives, annual turnover. Role of marketing • What is the overall concept of marketing? • Define marketing. Marketing objectives • What are the aims and objectives of the two selected organisations? • What are the marketing aims and objectives of the two selected organisations (e. g. market leadership, brand awareness, perceptions of customers or users)? • Describe the link between the two organisations’ aims and objectives and their marketing aims and objectives.
Marketing techniques • Describe the growth strategies used by the two organisations (e. g. diversification, product development, market penetration or market development, Ansoff’s matrix). • Describe the branding used by the two organisations (e. g. importance in influencing buyer behaviour, brand building, positioning, brand extension). • Describe the relationship marketing used by the two organisations, Include a definition of relationship marketing, the difference between transactional marketing and relationship marketing, and the value of a lifetime customer. Conclusion
Sum up of your findings with detail of marketing techniques used by each company From the exam board; For P1, learners should describe how the marketing techniques listed in the unit content are used in marketing products or services in two different organisations. It is sufficient to select one product/service or product/service range in each organisation. M1 Checklist Compare marketing techniques used in marketing products in two organisations Task; You should then compare, discussing the similarities/differences the marketing techniques described in task 1 for each organisation
To achieve M1, you also need to include in your essay the following: • Compare the marketing techniques used by the two chosen organisations and their products. • The similarities of the marketing techniques used in the marketing of the products • The differences of the marketing techniques used in the marketing of the products From the exam board; To achieve M1, learners need to demonstrate higher-level skills through comparing or finding the similarities and differences between the use of marketing techniques in marketing products or services in two organisations.
D1 Checklist Evaluate the effectiveness of the use of techniques used in marketing products in one organisation. Task; Choose one of the businesses and evaluate the effectiveness of the use of techniques used in marketing the products. You need to make a judgement by weighing up the pros and cons of the technique used. To achieve D1, you must also include in your essay an evaluation of the effectiveness of the use of marketing techniques in one of your selected organisations. You need to: * include research to back up your evaluation find data to support your evaluation of the marketing techniques * Use logical judgements about the validity and reliability of the data used to evaluate the effectiveness of the marketing techniques. From the exam board; For D1, this will be developed further into an evaluation of the effectiveness of the use of marketing techniques in one organisation. Evaluation requires more than stating an opinion and should demonstrate higher-level skills such as researching and interpreting data and using logical judgements about the validity and reliability of the data used to evaluate the effectiveness of the marketing techniques.