Marketing and Market Research

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Faculty of Academic StudiesSchool of Business and Professional BTEC Level 3 in Business – 90 Credit Diploma (QCF)
Unit 3 Introduction to Marketing
Assignment 1

Scenario

You work for a professional organisation for marketers. One of the activities that the organisation undertakes is to evaluate the marketing activities of different companies and produce a list of ‘A’-classed marketers. You are asked to carry out research into two possible contenders for inclusion on the list. You need to complete the following tasks as part of your research project.

Task 1

1 Describe how marketing techniques such as branding and relationshipmarketing are used to market products in two organisations. You need to choose one product or service from each organisation to undertake the task. (P1) 2Compare, discussing the similarities and differences, the marketing techniques described in Task 1 used for the product or service chosen in each organisation. (M1) 3Evaluate the effectiveness of the use of techniques in marketing products or services in one of your selected organisations. You need to judge the effectiveness by weighing up the pros and cons of the techniques used. (D1) 4Describe the constraints and limitations under which marketers operate, making use of examples to explain your points.(P2)

Task 2

Choose one of your selected organisations and investigate its use of market research. You need to complete the following tasks as part of the continuation of your research project.

1. Describe how your selected organisation or any other organisation uses market research to contribute to its development plans. (P3) 2. Explain the limitations of the market research used to contribute to the development of your selected organisation’s marketing plans. (M2) 3. Make three justified recommendations for improving the validity of the marketing research used to contribute to the development of your selected organisation’s marketing...
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