Introduction to Marketing

To achieve a pass grade the evidence must show that the learner is able to:

Kotler, P. , Wong, V., Saunders, J., Amstrong, G., 2005. Principles of Marketing 4th, edition Pearson educational editorial.

To achieve a pass grade the evidence must show that the learner is able to:

The marketing company offers three advertising services-the TV commercial, the cellular phone application (app), and the Facebook page for their customers. The prices are one million dollars, five hundred thousand dollars, and two hundred fifty thousand dollars respectively. However, if a customer paid for the complete package including three advertising services, the total cost will be one million and five hundred dollars. The customer would pay two hundred fifty thousand bonuses to the company if the App is downloaded five hundred thousand times in the first month. Additionally, the customer must pay 50% of the total price when he signs the contract, and the remaining 50% of the total cost would be divided into two installments. The

variables that occur in each stage. Provide an example of a product or service that

The purpose of this is to formulate a suitable marketing campaign for your chosen organisation. Produce a report detailing the below. As part of the introduction to the report give a brief explanation of the various elements of the marketing process (LO 1.1) Evaluate the benefits and costs of a marketing orientation for the selected organisation. (LO 1.2) Carry out a thorough organisation, industry and market environment situation analysis. For this, identify and analyse Macro environment, Micro external environment, Micro internal environment and the capabilities using a range of tools and techniques suitable for each market situation. Summarised your analysis using a SWOT Analysis. Include minimum key factors such as the different analysis models, you must carry out; - Macro environment analysis - Micro external environment

After comprehensive research into the beer market specifically focusing on the four beer brands Little Creatures, Heineken, Budweiser and Victoria Bitter, our group propose the introduction of a new product into the Little Creatures product line. Similar to Heineken, we believe Little Creatures would benefit from the introduction of a Bright Ale keg. This line extension would promote bulk buying of Little Creatures beer and expand their cultural persona by encouraging community gatherings. Which is perfectly aligned with the ethos they have built to date. The sharing of what is one of their premium beers would further attract potential customers through this social networking focal point.

What is marketing? Almost every marketing textbook has a different definition of the term "marketing." The American Marketing Association (AMA) uses the following: "The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives." From this definition, we see that:

A plethora of individuals seem to be misinformed about marketing. Several of these individuals believe that marketing is just advertising. Others will tell you that marketing is all about sales, insinuating that all marketers are just salesmen. Now these beliefs are both right and wrong. “How can they both be right and wrong at the same time?” you may be asking yourself. Well they are right, because marketing encompasses both advertising and sales. They are both wrong by assuming that marketing is all about advertising, or all about sales. Marketing is a very creative industry that includes many aspects, such as: advertising, branding, strategic management, communications, market research, market planning, database marketing, marketing strategy, direct marketing, search engine marketing, event organization, retailing, global marketing, public relations, international marketing, internet marketing, and industrial marketing. Marketing is a necessary and essential part of all Business, and it is more than just advertising.

Some research was already available because they have launched the product line 501 before, Levi’s just wants the product range of the 501 to be more known throughout the world and bring out new denim styles. Levi Strauss main goal was to upgrade their company to a premium one. They a gap in the market higher than their brands and didn’t hesitate to take that place and make Levi Strauss a more upmarket denim store but not so expensive for the general public to buy.

|To achieve a PASS GRADE the evidence must show |To achieve a MERIT GRADE the evidence must show that the learner is |To achieve a DISTINCTION GRADE the evidence must Show that the learner is |

One key strength of RBS is high distribution penetration, with 90% of grocery stores and mass merchandisers, 85% of warehouse clubs, and 80% of drug stores stocking at least one size. The demand for different box sizes varied by channel; for example, warehouse clubs exclusively purchased the 5 lb. size. Exhibit 5 provides detailed channel data. The Household Division maintained a 150-person sales force to manage the retail and wholesale accounts for all products within the division. The sales force was incentivized through a quota system, with divisional senior management establishing quarterly volume quotas for each salesperson. Salespeople received a small base salary; most of their compensation came from bonuses for meeting and exceeding sales targets. Regnante was expected to work with sales management in creating a schedule of consumer and trade promotion. Randall Todd, senior account manager for several major grocery chains, pointed out a major weakness of the RBS brand. He stated, "RBS needs a lot of push marketing to stimulate trade interest. Baking soda is not a natural traffic builder, it does not have high turnover, and it is boring. The product hasn't changed in almost 100 years. The only way I'm going to make my quotas is if we offer attractive incentives to the trade."

In an innovative economic society, were millions of products and services are created each year; marketing research is an essential element that provides a comprehensible representation of a need, and potential product concept solutions. Companies are always looking for new ways to generate a constant flow of revenue that will provide a competitive edge in a growing economic environment. Therefore, it is the marketing manager responsibility to assign marketing studies that targets a specific problem and produce opportunities for growth. Good marketers need insights to help them interpret past performance as well as plan future activities (Kotler & Keller, p. 97). Marketing research is crucial to the success of a company. In order to

Marketing research is "the process that associates the consumers, customers, and end users to the marketer through information — information used to classify and describe marketing prospects and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and development understanding of marketing as a process. Marketing research identifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications. This is the systematic collecting, recording, and analysis of qualitative and quantitative data about problems relating to marketing products and services. The aim of marketing research is to classify and evaluate how changing components of the marketing mix impacts customer behavior.

Marketing to consumers can be a very … job. They use the tool of market segmentation to help them advertise more effectively. One part of the market segmentation is the demographics of a consumer.