TASK 1: Marketing Techniques

Helpsheet

Part 1 - FOR A PASS P1- You need to write a report introducing how John Lewis and a business of your choice conduct their marketing:(use pages 86-92)

  • Describe what is meant by marketingand what products/services both businesses need to marketpage 86.
  • Briefly describe the aims of both businesses – make sure you use comment on whether they are private sector aims (survival, growth) or public/ voluntary sector aims (service provision, growth of range of provision, cost limitation, meeting quality standards)page 88.
  • Briefly describe the marketing objectives of both businesses (market leadership, brand awareness, perceptions of customers or users). How do these link to the overall aims?page 89.
  • For both businesses describe the marketing techniques they have used and couldhave used to market their products (P1). page90-92.

You will need to cover the MAJORITY of the 4 bullets points below.

  • growth strategies (diversification, product development, market penetration or market development, Ansoff’s Matrix)
  • survival strategies
  • branding (importance in influencing buyer behaviour, brand building, positioning, brand extension);
  • relationship marketing (definition, difference between transactional marketing and relationship marketing, value of lifetime customer)

FOR A MERIT M1 - Compare the marketing techniques used by each business to market theirproducts, by explain the similarities and differences between the marketing techniques used. (M1)

FOR A DISTINCTION D1- For ONE of your businesses, evaluate how effective you think their use ofmarketing techniques has been. Justify your answer with reference to the role ofmarketing in helping the business meet its overall aims and objectives. You must demonstrate research and the ability to use data (validity/reliability). (D1)

Part 2 - FOR A PASS P2 - For ONE of your businesses, write a report that describes the limitations and constraints of marketing (P2). You should include the following:

  • legal constraints – describe the 5 laws and give an example of how it could affect a product in your chosen businesspage 93-94.
  • Sale of Goods Act 1979,
  • The ConsumerProtection from Unfair Trading Regulations 2008
  • Consumer Credit Acts 1974 and 2006
  • Consumer Protection (Distance Selling) Regulations
  • Data Protection Act 1998
  • voluntary constraints – describe the 2 voluntary bodies and give an example of how it could affect a product in your chosen business
  • Code of Advertising Practice (comes under CAP - google)
  • Advertising Standards Authority (ASA)
  • pressure groups and consumerism – describe the meaning of these terms and give an example of how they could affect the business
  • acceptable language – describe the meaning of this in terms of marketing and give an example.

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