Unit 3 - Introduction to Marketing Defining ... · Learning Outcomes 1. Understand what is expected...
Transcript of Unit 3 - Introduction to Marketing Defining ... · Learning Outcomes 1. Understand what is expected...
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Starter
BUSINESS SLOGANS
At the ready…
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Starter - Recognise these?
•Match up the companies with their slogans!
•The slogans are on the right of the page
•The companies are on the left of the page
•Match them up
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New to Btec
At level 3:
4 Units to complete:
Unit 1 – Exploring businessUnit 2 – Developing a Marketing Campaign (CA)Unit 3 – Personal and Business Finance (Exam)Unit 22 – Market Research
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Starter - Recognise these?
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Learning Outcomes
1. Understand what is expected at level 3 BTEC
2. Understand what marketing is and the importance to a business
3) What a marketing campaign is
4) The impact that a successful marketing campaign can have.
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At level 3
There are 4 units to complete for BTEC level 3 to achieve an
extended certificate.
Unit 1 – Exploring a business (Internally assessed)
Unit 2 – Developing a marketing campaign (CA)
Unit 3 – Personal and business finance (External exam)
Unit 22 – Market Research
Unit1, Unit 2 and Unit 3 all have to be completed.
There is some choice on the 4th Unit
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At Level 3
• All deadlines HAVE to be met
• Exams can be taken twice
• The syllabus is taught and then the coursework is completed from there.
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Unit 2 - Introduction to Marketing
Defining & understanding the purpose of marketing
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Definition of marketing
Marketing is the process of identifying, anticipating and satisfying the needs of
customers profitably.
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Research Task 1
o Identify two well-recognised, successful brands
o Investigate how these brands market their products
o Do this throughindependent internet research
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Market Research
Ways that you find out how good your product is and whether people will buy your product
Two different ways – Primary and Secondary
We are now going to carry out some primary research to find about adverts
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Advertising
You are going to watch 4 different advertsA) Rolo C) Milk tray
B) Cadburys Flake D) Cadbury dairy milk
http://www.telegraph.co.uk/foodanddrink/foodanddrinknews/11415417/The-9-most-memorable-chocolate-adverts.html
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https://create.kahoot.it/#survey/55df82e5-6811-48af-8625-c0c01a5ae15a
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Marketing Campaign
Marketing campaigns promote a product through different media, including television, radio, print and online platforms. Businesses operating in highly competitive markets may initiate frequent marketing campaigns and devote significant resources to generating brand awareness and sales
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Successful Marketing campaign
Below is a video of a successful marketing campaign
https://www.youtube.com/watch?v=2X8Bd3-G6IU
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Task – How would you market a mobile appStart to create a marketing campaign for a mobile app.
Decide what the app is going to doWhat will be the message of the campaign –strap lineWhere will you be advertising the productCreate an advert for the mobile app
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Meaning of the definition
Identifying – use market research and other methods to understand customers
Profitably – add value to a product to ensure it is sold profitably
Satisfying customer needs – do everything possible to provide products that meet customer needs and provide great customer service
Anticipating – analyse data and use marketing skills to judge market opportunities
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Effective Marketing
To be effective it must work with the other functions of the business to influence:
○ Product - what and how many are produced
○ Price - at which products are sold
○ Place – where and how to sell it
○ Promotion – how to inform customers and persuade them to buy.
= the 4 Ps: Product, Price, Place & Promotion
= THE MARKETING MIX
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Market v Product Orientation
First carry out some market research
Then produce what the customer wants
Market orientation
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Market v Product Orientation
First come up with an idea & make a product
Then try to find customers for it
Product orientation
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Marketing objectives
o Marketing objectives set out what a business wants to achieve from its marketing activities.
o They need to be consistent with overall aims and objectives of the business.
o They also provide an important focus for the marketing team.
o What makes a good marketing objective? It is often said that an effective marketing objective meets the SMART criteria:
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Smart marketing objectivesSome examples of marketing objectives which meet these criteria would be:o Increase company sales by
25% by 2016o Achieve a market share of
30% for Product C within 3 years of launch
o Increase the percentage of customers who rate service as "excellent" from 80% to 85% within 18 months
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It is important that marketing objectives and marketing plans support the overall objectives of the business. This is an example of how business objectives translate into marketing objectives and activities