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Unit03 IntroductiontoMarketing
Unit03 IntroductiontoMarketing
The tables in the workbook expand as you type so you are NOT limited in how much you can write
for each question
You need to research two businesses of your choice and work through the questions below.
Business 1
Nike Business Name
Select 3 marketing techniques used by your selected business to market its products. Analyse how these
techniques are implemented using examples and analyse the advantages and disadvantages of the
techniques
Name and
describe
Market penetration marketing
technique 1
This is an action that an association takes with a specific end goal to Example of how
expand the piece of the overall industry of a current item or promoting a your selected
new product. Nike offers their items in stores and on the web. Their business has
online market expands the quantity of clients on the grounds that there implemented this
are a few clients that don't have entry to Nike stores in their marketing
neighborhood. Nike advances its items by enabling VIPs to publicize technique
their items. For instance, Tiger Woods promotes Nike products; this may
help build the awareness or knowledge of the products, since he has a
vast fan base. Nike can also expand the piece of the pie of existing
items by putting them at a bargain. For instance, 20% off a Nike aviation
1
Date: Name:
The main disadvantage with penetration pricing is that it establishes long term price Explain the
expectations for the product, and image preconceptions for the brand Nike. This makes it difficult
to eventually raise prices.
disadvantages of
this technique
This is the point at which an organization markets a current item to Example of how
another market. Nike as of late opened a store at Westfield mall in your selected
Stratford, the strip mall and store was opened amid the London 2012 business has
Olympics. There were a great deal of travelers in the UK amid the implemented this
period it was opened, this demonstrates their items were being sold to marketing
an alternate market hence expanding deals. technique
The primary advantage of product development is that it can help Explain the
a brand and business stay relevant with its consumer base. By advantages of this
continually striving to solve new problems that consumers face, technique
an organization is continually creating the chance to create
revenues.
The primary disadvantage of product development is that Explain the
changing consumer preferences can cause a valuable product to disadvantages of
actually be seen as worthless. An organization can even begin to this technique
develop a product that is seen as valuable, but have it become
worthless before they can bring it to market.
Diversification Name and
describe
marketing
technique 3
This is the place a business showcases new items to new clients. For Example of how
instance, Nike as of late discharged another item called Nike + Fuel your selected
Band SE; this item can check your steps and track the power of your business has
work out and so on. This makes it very surprising and extraordinary from implemented this
their past items, thusly this item will draw in new clients. Apple marketing
additionally created I pads, despite the fact that this item perhaps like technique
IPhones, it is likewise extraordinary. IPads are more helpful to peruse in
light of the size and furthermore it's hard to lose.
he unrelated diversification which is carefully developed and undertaken only after thorough Explain the
analysis of the environment and the companys own resources usually brings very good advantages of this
financial results. However, in all cases it should be a low risk investment with a potential for high technique
2
Date: Name:
returns.
Achieving successful unrelated diversification requires good management skills, closely Explain the
following each of the business activities and timely identifying and solving even the smallest disadvantages of
problems. The greater the number of business activities, the more difficult is the total this technique
management task.
Business 2
Business Name
Apple
Select 3 marketing techniques used by your selected business to market its products. Analyse how these
techniques are implemented using examples and analyse the advantages and disadvantages of the
techniques
Apple also utilizes market penetration to advertise their products. They Example of how
can expand the piece of the overall industry of existing items by including your selected
new applications. For instance, apple included another element their business has
items which is called ios 7; this expanded consciousness of apple items implemented this
on the grounds that many individuals discussed it. Apple also publicizes marketing
their items through TV, this is a demonstration of advancement that will technique
help pulls in more clients to create more deals in their company.
3
Date: Name:
It creates cost control and cost reduction pressures from the start, leading to greater efficiency. Explain the
It discourages the entry of competitors. Low prices act as a barrier to entry. advantages of
this technique
Some commentators claim that penetration pricing attracts only the switchers (bargain hunters), Explain the
and that they will switch away as soon as the price rises. There is much controversy over whether
it is better to raise prices gradually over a period of years (so that consumers dont notice), or
disadvantages of
employ a single large price increase. A common solution to this problem is to set the initial price this technique
at the long term market price, but include an initial discount coupon.
Market Development Name and
describe
marketing
technique 2
Apple opened a store at Westfield strip mall, this is a demonstration of Example of how
your selected
building up their market on the grounds that there are such a large business has
number of individuals that shop in that specific shopping plaza every day. implemented this
marketing
technique
This is the place a business builds up another item to pitch to existing Example of how
clients. Apple is continually building up their electronic items. For your selected
instance, another I phone is launching each year which has a bigger business has
number of elements than the past one in this way drawing in clients and implemented this
urging them to purchase the item. marketing
technique
4
Date: Name:
P2
Name and
describe Legal
limitation 1
Name and
describe Legal
limitation 2
There are different sorts of constraints that control how a business does
their exercises. These constraints are: Voluntary codes of promoting,
consumerism, pressure groups and Acceptable dialect.
The voluntary codes of advertising practice are the set principles and
gauges that organizations take after when showcasing so as to keep
inside the lawful structure, shield clients from deceiving cases and
furthermore to make a notwithstanding balance for publicists. The
standards of the code are that publicizing ought to be legitimate, suitable,
genuine and honest and organizations ought to be mindful to both the
buyer and society when planning to promote in this manner organizations
shouldn't publicize items or administrations that may delude or annoy
clients.
5
Date: Name:
Associations, for example, the Advertising Standards Authority (ASA) Name and
guarantees that organizations take after these codes, and they have the describe
privilege to make a move against any business that dismissal these Voluntary
codes. In the event that any promoter damages the code of practice the limitation 2
ASA can allude the sponsor to the Office of Fair Trading or can ask TV
stations, radio stations and distributers to expel the publicizing from their
communicates and productions.
Pressure groups make their mindfulness known to organizations with a Name and
describe
specific end goal to keep them from sharing in unlawful exercises. A Organisational
Pressure groups is a composed gathering that cooperate to impact limitation 1
Organizations need to ensure they utilize fitting dialect when promoting, a Name and
describe
few dialects perhaps seen as hostile by a few people, in this way Organisational
business need to ensure they are utilizing proper dialects when limitation 2
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Date: Name:
7
Date: Name:
P3/P4/P6/M2/D2
Define Primary
Research
Define Secondary
Research
Name of
Organisation
Using examples
describe how this
organisation uses
primary research
to develop its
marketing plans
Using examples
describe how this
organisation uses
secondary
research to
develop its
marketing plans
You recently set up a new business selling a new mobile phone and you have contracted a marketing team
to carry out market research on what sort of phones consumer like.
Prior to receiving the results of the market research you were planning on:
selling the phone at 450. Your competitors currently charge 300 for phones similar to yours
only having one choice of colour as you currently can only make one choice of colour
selling the phone only in Europe. Currently there is a shortage mobile phone competitors in Europe
but strong demand for variety from consumers
using an Apple based operating system software though you have a very experienced technical
department who can work with all the operating system software available
They have provided you with some market research which you need to use to make plans for marketing
You will develop your marketing plan by carrying out a SWOT analysis and creating marketing mix
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Date: Name:
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Date: Name:
What is your
selected target
group of customer
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Date: Name:
Create a
marketing mix for
the new phone
specific to the
targeted
customer group
taking the market
research and your
current plans into
consideration
Evaluate how the marketing mix you created would need to be modified if you selected another target
group
Name of new
target group
Evaluate how and
the reasons why
the marketing mix
would need to be
modified
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Date: Name:
Explain why
customers are
targeted for
specific products
Explain how
customers are
targeted for
specific products
Provide two real world examples of companies targeting specific customers for certain product
Example 1
Example 2
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