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The tables in the workbook expand as you type so you are NOT limited in how much you can write
for each question

LO1 Know the role of marketing organisations

P1/M1

You need to research two businesses of your choice and work through the questions below.

Business 1
Nike Business Name

Nike is an American multinational enterprise that is included in the Describe the

marketing
design, advancement and overall advertising and offering of sporting techniques this
gear, for example, tracksuits, running shoes and so on. Nike offers business uses to
market its
adornments and one of a kind footwear that pulls according to such a products
variety of individuals including celebrities. Nike has utilized different
advertising procedures to get to the stage it's at today and I will
describing what systems or techniques it has utilized.

Marketing technique is the general marketing plan that is intended to

address the issues and needs of clients. There are four primary
marketing techniques which are: Market penetration, market
development, product development and Diversification.

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
based armed forces 1 mentor will build sales.
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It can result in fast diffusion and adoption. This can achieve high market penetration Explain the
rates quickly. This can take the competitors by surprise, not giving them time to react. advantages of this
It can create goodwill among the early adopters segment. This can create more trade technique
through word of mouth.
It creates cost control and cost reduction pressures from the start, leading to greater
efficiency.

The main disadvantage with penetration pricing is that it establishes long term price expectations Explain the
for the product, and image preconceptions for the brand Nike. This makes it difficult to eventually
raise prices.
disadvantages of
this technique

Market Development Name and

describe
marketing
technique 2

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 period implemented this
it was opened, this demonstrates their items were being sold to an marketing
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 Explain the
thorough analysis of the environment and the companys own resources usually brings very advantages of this
good financial results. However, in all cases it should be a low risk investment with a potential for technique

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high 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

My second organisation is Apple. Apple is a Multinational Corporation Describe the

marketing
that is known for the design and sales of PC hardware, PC programming techniques this
and PCs. As of late, apple turned out with items, for example, I phones, I business uses to
market its
pads and so forth. These items turned out to be extremely well known in products
a brief timeframe hence giving apple a high ground over its rivals.

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

Market penetration Name and

describe
marketing
technique 1

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.

It creates cost control and cost reduction pressures from the start, leading to greater Explain the
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efficiency. advantages of
It discourages the entry of competitors. Low prices act as a barrier to entry. 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 at this technique
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

It helps to drive a higher value proposition. Explain the

It helps to drive a higher value proposition. advantages of
this technique

Product demand is highly price elastic. Explain the

Substantial economies of scale are available. disadvantages of
The product is suitable for a mass market (i.e. enough demand). this technique

Product development Name and

describe
marketing
technique 3

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

It creates a culture of innovation. Explain the

It helps to drive a higher value proposition. advantages of
It can grow a professional network. this technique

It can be easy to set unrealistic expectations for a product. Explain the

Products can fail unexpectedly. disadvantages of
this technique
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Product testing can result in a failed idea.

P2

Describe two Legal limitations of marketing

Name and
describe Legal
limitation 1
Name and
describe Legal
limitation 2

Describe two Voluntary limitations of marketing

Limitations or Constraints Name and

describe
Most importantly, I will characterize what limitations or constraints mean. Voluntary
Limitation is the demonstration of controlling something from happening, limitation 1

it controls the amount of something is conceivable or permitted and

Constraints are things that farthest point or limit you from accomplishing
something.

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.

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

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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.

Describe two Organisational limitations of marketing

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
government's approach, and practices and convictions of a business.
Pressure groups, for example, the British Union for the Abolition of
Vivisection battle against the utilization of creatures for examinations.
They work with MPs and other chiefs so as to uphold the law that
creatures don't should be utilized to direct a trial. Another weight
gathering is British Roads Federation; their point is to make a higher
standard if benefit from the UK road network.

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

publicizing. The Advertising Standards Authority (ASA) has recognized

key regions where the utilization of dialect may be viewed as
unsatisfactory, which are the point at which they allude to sex, taunt
religion or individuals' convictions and so forth. Likewise organizations
need to ensure that the utilization of dialect when promoting is open by
their group of onlookers. For instance, if a business is promoting cell
phones and they happen to convey a message as a content to a cell
phone, the odds are the beneficiary will comprehend 'get back to'.
Nonetheless, if a business was promoting something that has nothing to
do with cell phones then that message might be viewed as wrong by a
few buyers.

Describe one ethical limitation of marketing

Consumerism is a social development that empowers customers to have Name and

describe ethical
a few controls over organizations. It shields buyers from being deluded limitation
through publicizing and it likewise shields buyers from pointless,

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mediocre or perilous items. There are different TV projects, for example,

guard dog that help consumerism by driving organizations to assume full
liability for their practices and items.

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LO2 Be able to use marketing research and marketing planning / LO4 Be

able to develop a coherent marketing mix
You need to research an organisation of your choice and work through the questions below. You will
need to describe how this organisation uses primary and secondary research in its marketing plans

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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Carry out a SWOT

analysis for the
new phone taking
the market
research and your
current plans into
consideration

What is your
selected target
group of customer

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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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LO3 Understand how and why customer groups are targeted

P5

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

For Assessor To Complete

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