Marketing Techniques

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P1 Checklist

Describe how marketing techniques are used to market products in two organisations.

Task: You need to investigate Innocence drinks and Tropicana to create a presentation describing which marketing techniques e.g. Market penetration, Market development, Product development, Diversification, Branding and Relationship Marketing these companies use to market a particular product, you need to select one product/services from each organisation.

To achieve P1 your presentation must be organised under the following headings, and must address all of the information below:

Introduce your businesses – who are they, what do they do, how long have they been in business, their aims and their objectives, annual turnover.

Role of marketing

• What is the overall concept of marketing?
• Define marketing.

Marketing objectives

• What are the aims and objectives of the two selected organisations?

• What are the marketing aims and objectives of the two selected organisations (e.g. market leadership, brand awareness, perceptions of customers or users)?

• Describe the link between the two organisations’ aims and objectives and their marketing aims and objectives.

Marketing techniques

• Describe the growth strategies used by the two organisations (e.g. diversification, product development, market penetration or market development, Ansoff’s matrix).

• Describe the branding used by the two organisations (e.g. importance in influencing buyer behaviour, brand building, positioning, brand extension).

• Describe the relationship marketing used by the two organisations, Include a definition of relationship marketing, the difference between transactional marketing and relationship marketing, and the value of a lifetime customer.

Sum up of your findings with detail of marketing techniques used by each company

From the exam board; For P1, learners should describe how the marketing techniques listed in the...
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