Btec National Diploma in Business Introduction to Marketing Pass One

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(a)Describe how marketing techniques are used to market products in two organisations [IE] A marketing strategy is an overall marketing plan designed to meet the needs and requirements of customers. The plan should be based on clear objectives. Marketing techniques are the tools used by a business’s marketing department. The marketing department will set out to research and identify the most appropriate techniques to use and develop on in order to make profits. These marketing techniques include public relations, trade and consumer promotions, point-of-sale materials, editorial, publicity and sales literature. Market research helps the organisation to identify the most appropriate marketing mix. The mix should consist of the right product, sold at the right price, in the right place, and using the most suitable promotional techniques. An important marketing technique mainly used is branding. Branding is the entire process involved in creating a unique name and image for a product in the consumer’s minds, and almost act’s as a business’s ‘identity’ as it creates an image for the business. A brand can be a powerful selling tool and can help achieve marketing objectives such as gaining market leadership and raising customer awareness. According to the chartered institute of marketing, the best brands create a special relationship with their customers, based on intangible qualities that evoke strong emotional responses. These might consist of a logo, a general look and feel, a tone of voice and the way the company interacts with its customers. Apple Inc.

Apple started in 1976 as a computer company. In the last decade Apple has expanded into a very detailed company that specializes in much more than just computers. In 2001, Apple broke the barrier and developed the company with the iPod, and it then eventually became the dominant market leader in music players. As well, Apple joined the phone industry in 2007 with the iPhone, which has also been widely successful,...
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