Course Outline
BTEC Nationals in Business (Level 3)
1 lesson per week
Unit 3: Intro to Marketing with MV
(term 1&2)
Unit 1: The Business Environment with DP
(term 1&2)
Unit 2: Business Resources with MV/DP (term
4/5)
UCAS points equivalent
Commitment from you!
All work submitted MUST be your own
(plagiarism)
You MUST reference your work correctly
You MUST hand in work by the deadlines set
At times, you will be required to complete
tasks outside of school hours (extended
learning) especially for merit/distinction
grades.
MARKETING
Introduction to Marketing
(P1)
Unit 3
BTEC National Level 3 Award in Business
Yr12
Miss Vincent
Learning Objectives
By the end of today’s lesson, you should be able
to…
LO1)
LO2)
LO3)
Define the term ‘marketing’ (Guided - Regular)
Explain using examples what marketing objectives are
(Regular - Strong)
Analyse the marketing objectives set in private, public
and voluntary sector organisations (Advanced).
Competency Focus
Research (I1): to research the policies and
organisational values of your chosen company.
Morals and Ethics (C1): to understand the
moral values of voluntary sector organisations
and how these have an impact on aims and
objs
MARKETING
Class definition:
LO1: A definition of ‘Marketing’
"Marketing is the management process
responsible for identifying, anticipating and
satisfying customer requirements profitably”.
[Chartered Institute of Marketing (CIM)]
LO1: A definition of ‘Marketing’
"Marketing is the social process by which
individuals and groups obtain what they need
and want through creating and exchanging
products and value with others.”
[Kotler]
LO2: Business Concepts
Businesses exist for different reasons.
These can be classified under the headings:
- Sales Concept
- Production Concept
- Marketing Concept
What is Alton
Towers’
business
concept?
LO2: Business Concepts
Sales Concept: ‘hard-sell’, business wants to push
sales through
Production Concept: Mass production of products
where economies of scale are exploited.
Marketing Concept: Seeks to satisfy consumer wants
and needs. Putting the consumer at the
heart of all decisions.
Alton Towers: Making a profit!
• All of the goods and services that Alton Towers
Resort provides cost money.
• Examples of Alton Towers Resort’s costs include:
– Staff wages
– Raw materials
– Advertising costs
– Electricity/power costs
To cover these costs, a business sells the goods or
services it provides - this is known as income or
revenue.
The money left after all costs have been taken into
account is the profit.
What about these...?
1)
2)
3)
4)
A business produces a low-priced, low-quality toilet paper which people will buy based
purely on price and need.
A firm that manufactures replacement windows uses cold-calling to target residential
households.
A firm has recognised the need amongst consumers for a heated flask. The product will be
used mainly by people whose job requires them to be based on the road for long periods
of time.
A firm manufactures large cardboard boxes; they gain cheaper raw materials by negotiating
a rate with their suppliers for buying in bulk.
Extension :
An insurance firm has just opened up a new call centre, employing 1000 employees in
Birmingham. They will now mass target customers by cold-calling households to try and sell
their product.
Two new sales people have just been hired by a telecommunications company to set up a
stand at Merry Hill Shopping Centre, Dudley and try to sell wireless broadband to passers by.
LO3:Aims/Objectives
Aim:
What a business wants to achieve in the long
term . For example, to maximise profit or to
survive.
Objective: an outcome which allows a
business to achieve its aims.
E.g. To increase sales by 5% per month over
the next 12 months.
LO3:Aims/Objectives
Objectives must be SMART:
Specific
Measurable
Agreed
Realistic
Time-constrained
LO3:Aims/Objectives
Examples of SMART Objs:
- To increase profit by 5% for each week during
the month of December.
- To reduce advertising budget by 15% for the
financial year 2009/10.
- To recruit an extra 10 highly motivated staff in
the marketing dept over the next 12months.
Scenario...
You are the Managing Director at Alton Towers.
You have setup a board meeting with your
fellow directors to set the company’s aims
and objectives for 2012.
Write down 3 aims and 5 objectives
(which must be SMART!) for the company
publish in its annual report.
Merlin Entertainments
Group’s aims
• Deliver unique, memorable and rewarding
experiences
• Develop brands that are distinctive, challenging and
innovative
• Deliver the best financial returns in the sector
• Demonstrate a record of growth in market share
• Train committed and passionate employees to deliver
fun, happy and exciting experiences
• Deliver prompt, professional and exceptional service
• Be an exciting company to be involved with.
LO3:What about the other sectors?
Private Sector:
- Main aims are profit/growth/survival.
- Must be SMART.
Now test your
knowledge using
Public Sector:
the ‘cut & stick’!
- Not-for-profit (usually providing a service)
- Funded/controlled by government.
- Objs include efficiency, value for money (taxpayers!!).
Voluntary Sector:
- Charities (local, national, international causes)
- Objs such as raise money for a cause & raise awareness of the
cause.
- If a charity makes a profit, it is called a ‘surplus’.
LO4: Marketing Objectives
 Goals that a business is trying to achieve through its marketing.
 Must be SMART.
 Support the achievement of corporate objectives.
 Example: To increase market share by 10% in the next 3 years.
Memory Challenge
Marketing
Voluntary Sector
Objective
SMART
Private Sector
Production Concept
AIM
Key Terms
Marketing
Aim
Objective
SMART
Public Sector
Private Sector
Voluntary Sector
Sales Concept
Production Concept
P1: Describe how marketing techniques are used to
market products in two organisations.
Task 1- Produce a presentation
Part A
• Provide two definitions of marketing
• Identify the broad aims of organisations of the
private, public and voluntary sectors.
• Identify the aims specifically for each of your
selected businesses.
[This will form the introduction to P1]
YOUR COURSEWORK...
You must choose two organisations from the list below,
one from the private sector and one from the public or
voluntary sector.
PRIVATE SECTOR
PUBLIC/VOLUNTARY SECTOR
BMW
NHS
Kraft Foods
Acorns Children’s Hospice
PepsiCo
Oxfam
Apple
Shelter
McDonalds
Royal Mail