Unit 3 Introduction to marketing
Lesson 1
Overall Unit Objectives
Aim is to provide an introduction to marketing
By the end of this unit students will be able to
• Define the role of marketing in organisations
• Use market research to aid market planning
• Explain how and why customer groups are
targeted
• Develop a coherent marketing mix for a
chosen product
Lesson Objectives
• Explain the difference between marketing and
advertising
• Describe how a business aims and objectives effect it’s
marketing objectives.
• Illustrate the difference between marketing and
promotion
• Outcome:• Create a glossary of keywords for the unit
• Produce a Venn diagram, which illustrates what
marketing and advertising are and their similarities and
differences
Task 1
• Go to my computer\U:\Business
Studies\Students\BTEC Level 3 Sept 2010
onwards\Unit 3 Introduction to
Marketing\Assignment 1\Glosary
• Carry out research to find out the meaning of each
keyword or phrase.
• You should look at least 3 sources of information for
each keyword and then devise your own definition
• Write your definition in the end column
• File Save as and call it Marketing glossary and save
Referencing
Chapter from a Book
MORT, D. (2000) The way ahead.
In: BUSHELL, T. (2004) Sources of Education. 4th ed. Gower. London. pp.153-182
Web page
LEARNING AND INFORMATION SERVICES (2002) Guide to the Harvard Referencing
System.
Available from: http://www.ljmu.ac.uk/lea/78127.htm
[Accessed: 10th July, 2004
Quotations
• 1. “…their pay, including those referred to as fringe…” Titmuss (1958, p.51)
• 2. Titmuss (1958) said controversially that:
• their pay, including those referred to as fringe…pensions for employees, wives
and dependants: child allowances; death duties; travel; entertainment;
health…and an incalculable variety if benefits of kind ranging from the most
tangible. (p.51)
Full guide can be found on U:\Business
Studies\Students\HarvardReferencingQuickGuide
Key Skills
•
•
•
•
•
•
•
•
•
Effective use of ICT
Research Skills
Note taking,
Comprehension of words
Showing application and understanding
Noting sources
Independent working
Peer support
Efficiency and effectiveness
Task 2
•
•
•
•
•
Keyword Bingo
Give out cards
Write down 6 random keywords/phrases
Teacher reads out definition of key words
If Student has keyword written on their card
marks it off.
• Winner is the first to get all the keywords on
their card
What is Marketing?
• The right product in the right place at the right
time at the right price (Adcock)
• A social process by which individuals and groups
obtain what they need and want through creating
and exchanging products and value with others
(Kotler)
• Marketing is the management process that
identifies, anticipates and satisfies customer
requirements profitably(the Chartered Institute
of Marketing)
Marketing is
• About meeting the needs and wants of
customers.
• It’s about understanding customers and finding
ways to provide products or services they want at
a price they are willing to pay.
• Knowing who your customer is (people)
• What they want (product)
• How much they will be willing to pay (price)
It is a business wide function
Examples of marketing?
• Who is the following product aimed at?
• How would you market it?
The Connection To Advertising
•
What is Advertising?
Advertising is a single component of the marketing process.
It's the part that involves getting the word out concerning
your business, product, or the services you are offering. It
involves the process of developing strategies such as ad
placement, frequency, etc. Advertising includes the
placement of an ad in such mediums as newspapers, direct
mail, billboards, television, radio, and of course the
Internet. Advertising is the largest expense of most
marketing plans, with public relations following in a close
second and market research not falling far behind.
What is marketing?
• What is marketing?
The best way to distinguish between advertising and
marketing is to think of marketing as a pie, inside that pie
you have slices of advertising, market research, media
planning, public relations, product pricing, distribution,
customer support, sales strategy, and community
involvement. Advertising only equals one piece of the pie in
the strategy. All of these elements must not only work
independently but they also must work together towards
the bigger goal. Marketing is a process that takes time and
can involve hours of research for a marketing plan to be
effective. Think of marketing as everything that an
organization does to facilitate an exchange between
company and consumer.
Examples of marketing?
• Who is the following product aimed at?
• How would you market it?
Task 3
• Working in groups of 3 create a Venn Diagram
• To show the:- difference and similarities
between marketing and advertising
Key Skills
•
•
•
•
•
•
•
Analysing
Evaluating
Breaking down
Illustrating
Present
Peer support
Independent learning
Aims and objectives
• Broad aims of a business are to :• Survive or
• Grow
NFP business may also :• Provide a service
• Good value of money
• Meet quality standards
Marketing aims and objectives
• Are different to the aims and objectives of the
business but must be linked to them
• the marketing aims will be set having regard to
the business overall aims and objectives
• In fact will be set to enable the business to meet
it’s overall objective
• E.g if aim is to increase market share by 10 %
then marketing may set objectives to increase
sales force, increase spending on advertising in
order to achieve this aim.
Marketing Objectives
• Market leadership- business with the largest
market share for a product
• E.g O2 leading mobile network provider in UK
but can buy from Vodaphone, Network 3
• Brand awareness -overall brand or product
within a brand e.g
or Reebok trainers
• Customer Perceptions -can effect their
decision to buy a company products e.g
or
Plenary
• What is the difference between marketing and
advertising?
• How do a business overall aims and objectives
effect it’s marketing objectives?
• What are the 3 main marketing objectives of a
business?
Homework
• Complete your glossary
• Print out ready to hand in at start of lesson