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Unit 3 Marketing
营销课业代写 Unit 3 – Introduction to marketing Situation: You work in the marketing department of Cadbury as a trainee. As part of your training, you have been
Checklist and Unit Information
|Criteria||To achieve the criteria the evidence must show that the learner is able to:||Task||Task deadline|
|P1||Describe how marketing techniques are used to market products in two organisations||1||04/11/20|
|P2||Describe the limitations and constraints of marketing||1||08/11/20|
|P3||Describe how a selected organisation uses marketing research to contribute to the development of its marketing plans||3||15/11/20|
|P4||Use marketing research for marketing planning||3||15/11/20|
|P5||Explain how and why groups of customers are targeted for selected products||2||10/11/20|
|P6||Develop a coherent marketing mix for a new product or service||4||20/11/20|
|M1||Compare marketing techniques used in marketing products in two organisations||1||04/11/20|
|M2||Explain the limitations of marketing research used to contribute to the development of a selected organisation’s marketing plans||3||15/11/20|
|M3||Develop a coherent marketing mix that is targeted at a defined group of potential customers||4||20/11/20|
|D1||Evaluate the effectiveness of the use of techniques in marketing products in one organisation||1||06/11/20|
|D2||Make justified recommendations for improving the validity of the marketing research used to contribute to the development of a selected organisation’s marketing plans||3||15/11/20|
Please ensure that you are referring to all instructions to complete tasks in this unit.
All work must be submitted by task deadline dates as indicated above
Unit 3 – Introduction to marketing 营销课业代写
Situation: You work in the marketing department of Cadbury as a trainee. As part of your training, you have been asked to research marketing techniques and the limitations of marketing, as well as the use of market research and target markets.
Task 1 – research project
You will produce a research project on marketing techniques. The project will have 4 parts. Note: P1 and M1 can be done on the same document, but clearly identify what is P1 and what is M1
Part 1 – how marketing techniques are used to market products in 2 organisations
Using Cadbury and one other business, you need to choose one product/service or one range of products/services.
Describe how marketing techniques (such as branding and relationship marketing) are used to market those products. You must include the following techniques:
a）growth strategies: Ansoff’s matrix (a paragraph on each strategy, give a definition of the strategy first)
ii) product development,
iii) market penetration
iv) market development,
c）branding: (this can all be included in one overall paragraph for P1):
– importance in influencing buyer behaviour,
– brand building,
– brand extension
d）relationship marketing: (this can all be included in one overall paragraph for P1):
– difference between transactional marketing and relationship marketing,
– value of lifetime customer
(this provides evidence towards P1)
Part 2 – comparing marketing techniques used in marketing products in TWO organisations 营销课业代写
You must now compare the marketing techniques used by the TWO organisations from part 1.
To do this you must find the similarities and differences between the use of marketing techniques in those TWO organisations (in marketing products or services).
(this provides evidence towards M1)
Part 3 – evaluating the effectiveness of the use of techniques in marketing products in ONE organisation
a) You must now evaluate the effectiveness of the use of those techniques in ONE of your organisations. You need to weigh up the advantages/good points and disadvantages/bad points of the techniques used.
b) You must research this thoroughly and include and interpret data. You must use logical judgements about the validity and reliability of the data you have used to evaluate the effectiveness of the marketing techniques. You cannot achieve D1 without doing this.
c) You must then produce a reasoned conclusion. You must finish by using supporting evidence to make recommendations for how your organisation could improve their marketing decisions for the future.
(this provides evidence towards D1)
Part 4 – Constraints and limitations (P2) 营销课业代写
You will now describe the constraints and limitations under which marketers operate. You must use examples to explain your points. (The examples can be from your two chosen organisations or from other businesses. Examples could include where laws have been broken.)
You must include:
– Sale of Goods Act 1979 (now replaced by the Consumer Rights Act 2015)
– The Consumer Protection from Unfair Trading Regulations 2008
– Consumer Credit Act 1974 and 2006
– Consumer Protection (Distance Selling) Regulations
– Data Protection Act 2018
– Code of Advertising Practice
– Advertising Standards Authority
3) Pressure groups and consumerism
4) Acceptable language
(this provides evidence towards P2)
|P1||Describe how marketing techniques are used to market products in two organisations|
|M1||Compare marketing techniques used in marketing products in two organisations|
|D1||Evaluate the effectiveness of the use of techniques in marketing products in one organisation|
|P2||Describe the limitations and constraints of marketing|
Task 2 – leaflet – target markets 营销课业代写
You will produce a leaflet explaining how and why groups of customers are targeted for selected products. To do this you must:
– choose SIX different target groups for different products and services (eg Saga holidays for the over 50s)
– at least two of your choices must be from the business to business (B2B) market and the rest can be from the consumer market (B2C).
– describe the customer profile for each of the SIX target groups
– explain how and why these groups are targeted
Note: you must use recognised types of market segmentation (eg for B2C – geographic, demographic, psychographic, lifestyle), (for B2B – size, region, value, sector, DMU) (this provides evidence towards P5)
|P5||Explain how and why groups of customers are targeted for selected products|
Task 3 – briefing document – Market research 营销课业代写
You may base task 3 on Cadbury, the Harry Potter films, Chelsea FC, Kelloggs or on another business of your choice. You will now produce a briefing document on the use of market research in your chosen business. The briefing document will contain 3 parts:
Part 1 – uses of marketing research
Describe how your selected organisation uses market research to contribute to the development of its marketing plans.
To do this you need to:
a) describe all the types of market research the business conducts, eg:
– primary internal/external research,
– secondary internal/external research)
b) describe how each method helps it to develop its marketing plans (this provides evidence towards P3)
Part 2 – limitations of marketing research
Identify and explain the limitations of the market research methods used by your business. You must include cost effectiveness and the validity of the data collected. (this provides evidence towards M2)
Part 3 – justified recommendations 营销课业代写
Make three justified recommendations for improving the validity of the marketing research used by your business. (eg consider the size of the sample, or the clarity of questionnaire answers as these could make the results misleading). Your recommendations must be supported by research and evidence.
(this provides evidence towards D2)
|P3||Describe how a selected organisation uses marketing research to contribute to the development of its marketing plans|
|M2||Explain the limitations of marketing research used to contribute to the development of a selected organisation’s marketing plans|
|D2||Make justified recommendations for improving the validity of the marketing research used to contribute to the development of a selected organisation’s marketing plans|
Part 4 (P4) – using marketing research for marketing planning
Cadbury plans to launch a new chocolate product – Alp. Each Alp is sold individually, wrapped in blue and purple paper with the Cadbury logo on the side. It is solid milk chocolate, covered at the top with white chocolate (to look like snow on the top of a mountain.
It is aimed at children and adults. Their main competitor is Toblerone, which (like Cadbury) is also owned by Mondelez, and is the largest selling triangular chocolate bar in the world. Another major competitor is Kinder (which combines white and milk chocolate in its product and is owned by Ferrero Ltd – see below.
Secondary research: Grocer: Britain’s biggest brands 2018
Market share 2017 (source: Grocer) –
- Cadbury – 28.8%
- Mars – 21%
- Nestle – 13.9%
- Ferrero – 4.6%
Primary research: Cadbury carried out a questionnaire with 1000 customers at Asda and Tescos. The results were: 营销课业代写
80% of respondents would be willing to try the new Alp, 20% would not.
75% wanted milk chocolate, 10% wanted dark chocolate, 15% wanted white chocolate.
85% trust Cadbury and would try any new Cadbury bar and 15% would not.
65% buy their chocolate at a supermarket, 15% buy it at a garage and 10% at a newsagent/corner shop
40% think 80p would be a suitable price and 60% said 75p.
70% buy more chocolate bars if they are at a discount price
65% buy more chocolate if they are buy two bars get one free
Using the primary and secondary research create a marketing plan for the new Alp. This must include:
a) brief PESTLE analysis
b) brief SWOT analysis
c) SMART objectives
You must refer to the relevant primary and/or secondary research.
(this provides evidence towards P4)
|P4||Use marketing research for marketing planning|
Task 4 – Create a marketing mix 营销课业代写
1.You will now create a marketing mix for a new product for Cadbury. This can be for the Alp or for a new product you have designed. Alternatively you can use the marketing mix you created for unit 10 or unit 36, provided that it covers all the criteria (P6).
2.You must explain how the marketing mix is coherent (ie how your 4Ps fit together)
(this provides evidence towards P6)
3. State and explain your target market (potential customers). This must include explaining what their needs and aspirations are.
4. For each part of your marketing mix explain how it appeals to your target market.
(this provides evidence towards M3)
|P6||Develop a coherent marketing mix for a new product or service|
|M3||Develop a coherent marketing mix that is targeted at a defined group of potential customers|