Aricle Example about Introduction to marketing

Also, at the heart of marketing is the customer.

This unit will introduce learners to some of the tools and techniques all types of organizations use to achieve their objectives. Firstly, learners will explore how deferent types of organizations use marketing principles to meet the needs of their customers and achieve their objectives. The constraints under which organizations operate are important and learners will study the legal requirements and voluntary codes that affect marketing.Learners will then go on to investigate how organizations collect data through market research and turn it into useful information which can be analyzed 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 a targeted group of prospective customers, before going on to develop a marketing mix for a new product or service.The unit gives a brief overview of the principles of marketing or can be used as a basis for further study of specialist marketing units. Learning outcomes 1 . Know the role of marketing in organizations; . Be able to use marketing research and marketing planning; 3.

Understand how and why customer groups are marketed; 4. Be able to develop a coherent marketing mix. Work method The method used in this unit is "learning-by-doing": Through your research on various companies, you will familiarize yourself with the subject matter.You will show your understanding by describing the subject matter in your own words (theory), followed by the results of your research (evidence). In order to facilitate and structure your research, specific assignments have been prepared for you.

These assignments are linked to the grading criteria of this unit, so while working on these assignments you are in fact working on obtaining your grade. Feedback You will receive feedback from your teacher for each assignment that you complete on the deadline given.This feedback is an essential part of the learning process, and therefore it is compulsory for all students to send in their individual assignment work on time, so feedback can be given. A work schedule with deadlines is available in this document. Final report At the end of the period, you will have to hand in your entire report with all your work including company profiles and all assignments by e-mail.

This report should have an introduction, an index, chapters and paragraphs and has to finish with a summary and conclusion. The deadline for this report is also included in the work schedule on the next page.When the teacher informed you that all the passes of this Unit are sufficient, than you hand in the report on paper. Important information Your teacher will instruct you how you should hand in your individual assignments. Your work must be handed in before the deadline (as given in the above work schedule); otherwise you may not receive feedback. Instructions for BITE work This section gives useful tips and guidelines to enable you to get a better result from your task work and to work more efficiently towards a good grade for your BITE report.

Structure Make sure that your report has a front page with the following information: Number and title of the unit Your name Your class number The hand-in date Insert copies of all assignment briefs (which can be found in this reader) and all grading sheets in the appendixes of your report. Create a table of content with a page number for each assignment. Use headers to give structure to the report Start each assignment on a new page and with an introduction, outline what you are going to do. End with a summary and conclusion For each assignment, follow the structure that is detailed in the assignment brief.Keep theory and evidence in separate sections. Do not combine them into one section.

For example, do not write about the selected company in the theory section. Content automatically result in a good grade! The most important consideration when grading your work, is that you show that you truly understand the theory and that you can apply it to the selected companies. The second grading consideration is that you how that you have sufficient depth of knowledge and understanding. This means that your work should not be too brief either.

External sources Always provide the exact details (URL or literature reference) of each external source that you have used. Always give a description, summary or conclusion using your own words. It is K to copy small amounts of text from an external source into your work( do mention the source! ), but you should still give a description, summary or conclusion using your own words. Do not copy large amounts of content from an external source into your work.

You should Just provide the URL and give a ascription, summary or conclusion using your own words.Plagiarism/fraud Using content from external sources and passing this off as your own work, by not quoting the source, is not allowed. Copying material from other students is never allowed. For the consequences of plagiarism/ fraud and for extra information about the Bite program, we also refer to the information document 'Bite', given to you in the introduction week.

If you have not received this document you can also find this on annotator. Assignment briefs In this document you will find detailed descriptions about the individual assignments hat you have to work on during the course of this BITE unit.These assignment descriptions also include detailed information about what you are expected to include in the assignment work that you hand in. It is therefore essential that you read these descriptions completely, before starting with the assignment. BITE Book Bring your B etc book and your laptop to each Unit lesson. Work Schedule In the table below you will find a planning for the passes.

Be sure to meet the deadlines so feedback can be given If you do not meet these deadlines, you will not receive feedback, during the period. Week ContentDeadline 35 Introduction to Marketing Explain theory and assignment pass 1 Work on pass 1 Hand in pass 1 37 assignment pass 2 Hand in pass 2 38 assignment pass 3 Work on pass 3 Hand in pass 3 39 assignment pass 4 Work on pass 4 Hand in Pass 4 assignment pass 5 Work on pass 5 Hand in Pass 5 41 assignment pass 6 Work on pass 6 Hand in pass 6 42 Hereinafter 43 Finish passes, merits and distinctions 45 Hand in report by e-mail in the last Unit 3 lesson of this week Grading During period Students will hand in their assignments during the period on the deadlines given and a final version at the end of the period.Method/material: Bite book, this document. Company profiles: Select and describe two business organizations 1 .

Select two organizations, form the table below: Business Categories Cars BMW, Toyota hybrid Computers & Gadgets I-pad, Oxbow 360 kinetic. Sport shoes Aids, Nikkei Make-up Lana¶me, L'Oreal, Non profit WIN, KEF,EUNICE 2. Write two company profiles Write two profiles, one for each of the selected business organizations, including the following information: Formal name Where and when it was founded. Number of employees Goals/ Mission of the organization Overview of the products or servicesWhere they sell their products/services. The target groups The logo and slogan. Pass 1 "Describe how marketing techniques are used to market products in two contrasting organizations" 1.

Introduction Describe briefly what you are expected to do for this assignment, and how you will work out the various tasks. 2. Theory a) Give at least two different definitions of the term: 'Marketing. Do not forget to mention the source! B) Describe the following marketing techniques: Buyer behavior Positioning Branding, Brand building, Brand extension Relationship marketing Growth Strategies: Market penetration Market developmentProduct development Diversification Fill in the diagram below.

For each of the two selected organizations describe: Marketing Techniques Company 1 Company 2 ( 2 strategies per company) (one example per item per company) Influence buyer behavior Branding Relationship Marketing: Customer Service Customer Satisfaction Customer Retention 4. Summary & Conclusion Give a brief overview what has been discussed in this assignment, and what you have learned from it. Merit 1 "Compare marketing techniques used in marketing in two organizations" Pass 2"Describe the limitations and constraints of marketing" 1 .Introduction Describe the following limitations and constraints under which businesses must EX. legal requirements operate: - Voluntary Codes Pressure Groups a) Fill in the diagram below, for each of the two selected organizations: Description of limitations and constraints: (How are your selected companies limited in their practices by laws, codes and pressure groups? ) Company 1 EX. Legislation: (2 examples per company) Pressure Groups: (1 example per company) b) Visit the website of the Dutch Dialogue Marketing Association (TDMA): www.

TDMA. Nil. Look for the voluntary code about Social Media.Describe what imitations the code gives or can give for the two selected organizations. Fill in the table below: Description of limitations and constraints: Voluntary Code about Social Media 4.

Conclusion & summary Distinction 1 :"Evaluate the effectiveness of the use of techniques in marketing products in one organization" Pass 3"Describe how a selected organization uses marketing research to contribute to the development of marketing plans" And Pass 4: "Use marketing research for marketing planning" a) Explain what marketing research means b) Describe the purpose of marketing research. Why do organizations conduct ) Describe 3 methods of secondary research. E) Describe the difference between quantitative and qualitative research. F) Describe the purpose of Marketing Planning. G) Describe the 6 main stages involved in marketing Planning. H) Explain how market research is linked to the marketing planning process.

I) Describe at least two limitations of Marketing research. 3. Evidence a) Use one of the organizations you chose when working on pass one.Investigate how they (could) use marketing research.

B) Describe how this does or could contribute to the marketing plans of this organization c) Make a research plan for this organization: a. Think of a specific research question they (could) have. B. Describe the quantitative and qualitative information that has to be collected about customers and competitors. C.

Mention the research methods (primary and secondary) that you would use in order to answer this question.You can use the table below: d) Conduct research a. Complete a PESTLE analysis about the Market Environment the organization operates in. B.

Complete a S. W. O. T analysis on the chosen organization c. Draw up a questionnaire.

Let at least 10 respondents answer your questions. E) Use the results to create a marketing plan suitable for your selected business . Provide improvement recommendations based on research information collected. You can use the table below.SMART marketing objective Objective Growth strategy: (Propose a suitable growth strategy and Justify your choice) Growth strategy Positioning: (Propose a suitable positioning strategy and Justify your choice) Positioning strategy 4.

Conclusion Merit 2: "Explain the limitations of marketing research used to contribute to the development of a selected organization's marketing plans" Distinction 2: "Make justified recommendations for improving the validity of marketing research used to contribute to the development of a selected organization's marketing plans" Describe the importance of segmentation.