ocr level 3 cambridge technicals in business unit 3: introduction to marketing
TRANSCRIPT
OCR Level 3Cambridge Technicals
in Business
Unit 3: Introduction to
Marketing
Good marketing is at the heart of every successful
business…. Without effective marketing a
business will die.
Marketing techniquesMarketing techniquesBusinesses can use different
marketing techniques:
Market penetration, product development, market development,
diversification
Growth
Developing a brand profile
Branding
What type of relationship the company wishes to hold with its
customers. The techniques devised to deliver this plan.
Relationship marketing
Market ResearchMarket Research
Carried out indirectly, eg over
the internet
Primary
There are two main types of market research:
First hand, eg face to face research
Secondary
Segmentation and Segmentation and TargetingTargeting
Where does the product sit, in
which segment?
Target the market to meet customer needs
Successful product
The Marketing MixThe Marketing Mix
Place
Price
Promotion Product
PlaceCompetitive prices, lower
than key competitors like premium coffee
shops
Cafes in many locations, which are easy and convenient
for consumers to access
Direct mail with samples and
coupons,sponsorship
Relaxing venues,Premium products
A new strategy for A new strategy for McDonaldsMcDonalds
As you can see, McDonalds made some radical changes to their
traditional marketing mix, which was a risk, as it could have
alienated their traditional customer base.
But this strategy is an example of how companies can survive long term by adapting their marketing strategy to
meet the needs of the current marketplace.
What will you learn?What will you learn?
Know the role of marketing in organisations
Be able to use marketing
research and marketing planning
Understand how and why customer
groups are targeted
Be able to develop a coherent
marketing mix for a new product or
service
After completing this unit you will:
Thank you for usingthis OCR resource.
Other OCR resources are available at www.ocr.org.uk
To give us feedback on, or ideas about, the OCR resources you have used e-mail [email protected]