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GCSE: Marketing and Markets

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What is the 'marketing mix'?

  1. 1 Businesses use the marketing mix to reach more customers. A common mistake of students is to concentrate on just one aspect of the mix (usually product or promotion) rather than realising that businesses use all four parts of it to meet the needs of its target market.
  2. 2 Product is every aspect of the product itself. This includes its features, appearance, design and the product range. Many businesses will look for a USP (unique selling point) which makes it different to its rivals. The product must be aimed at a particular target market and a business will need to decide this in advance.
  3. 3 Price is the amount that it charges customers. There are several strategies that can be adopted here e.g. competitive pricing (basing your price on competitor’s prices), cost plus pricing (adding a mark up to the cost of producing the product), penetration pricing (low price to encourage trial). The price should relate to the product i.e. high quality and high price.
  4. 4 Place is where customers can buy the product and how it gets there. This can include supermarkets, boutique stores, online only etc.
  5. 5 Promotion includes all the ways that the customer finds out about the product. A common mistake for students is to think it is only advertising but promotion might also include money off vouchers, sponsorship, public relations. Another common mistake is to not relate the promotion to the product. A small business is not going to advertise on TV.

  • Marked by Teachers essays 7
  • Peer Reviewed essays 8
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  1. Marked by a teacher

    T-Mobile Marketing strategy suggestion

    5 star(s)

    This would increase sales with Man United fans and the publicity would be immense considering T-Mobile would be branded on every football kit and across the stadium. The Manchester United stadium alone supports over 76,000 people and this combined with viewers of TV coverage add up to an average of 8million viewers. Manchester United is renowned for reaching finals and in most cases winning them, the last champion's league final reached 14million viewers which means a phenomenal amount of publicity, almost 23% of the British population to be precise.

    • Length: 861 words
  2. Marked by a teacher

    Advertising in newspapers and magazines

    4 star(s)

    For example, 3,128,501copies of The Sun are bought daily. However, about 7,986,000 read the newspaper daily; this is because more than one person can read the one newspaper. Advertising in newspapers is quick; this is because they tend to be released daily. If one day, FLE see a promotion advert from their competition in a newspaper they are able to respond quickly with an advert of their own. Newspapers are also targeted, for example, The Sun is targeted at men and therefore had more male readers, FLE can use this information to decide whether a particular newspaper is suitable for them to advertise in.

    • Length: 1078 words
  3. Marked by a teacher

    Section 2-Marketing

    4 star(s)

    The primary research we conducted helped us to choose the correct style for the target market, so we could sell more. However, we should have asked more people in the questionnaire, to get a wider range of opinions. We only asked students from the lower end of the school, as we weren't attempting to sell to other pupils. These results showed that people would like to buy celebrity magnets, with images of their favourite celebrities and also would like magnets in the shape of letters.

    • Length: 1444 words
  4. Marked by a teacher

    Marketing mix and segmentation of Sony.

    4 star(s)

    So how was this success compromised? Task 1 SEGMENTATION Sony endeavours to understand its customers as much as possible. The marketing segmentation makes the process more efficient and effective. It divides the market into small pieces and targets people who belong to the same group and feel the same desire for a product. Geographic: Sony visibly goes all out for to supply individual customers. The company concentrates its efforts in three key markets: USA, EU and Japan but it is also represented in 200 countries with support in 68 languages. Such a globally segmented market allows the organisation to focus specifically on the needs of their particular markets.

    • Length: 1933 words
  5. Marked by a teacher

    4 P's of bajaj Pulsar

    3 star(s)

    * The multi reflector tail lamp along with rear number plate illuminator enables visibility from distance to others on the road that ensures safer night driving. * Brighter and wider front fork with increased wheel base gives the bike better road holding and balancing characterstics. * The engine is safe guarded efficiently from mechanical destructions at higher engine RPM by engine RPM Limiter which is placed in the micro processor based CDI unit. 2. PRICING Pricing Strategy Bajaj Auto follows Market Skimming strategy for Pulsar.

    • Length: 1214 words
  6. Marked by a teacher

    The Marketing Mix

    3 star(s)

    My closest competitors are in Morden I am aware they do not have that good computers, however they have a reasonable amount of them of them. Quality is achieving a standard for a product or service, or a production process, which meets the customers' needs. I will ensure that my business reaches a standard of quality that my customers will be happy with, as I will make sure my computers will be at a high speed and high performance rate.

    • Length: 1142 words
  7. Marked by a teacher

    The beach carrier case study evaluate different issues concerning a beach bag

    3 star(s)

    The first strength about this product is the number of pockets. I think it is important to have a lot of pockets in a beach bag because it allows one to be organized. Another advantage is that Ricci want to provide her customers with a variety of colors. The will allow her to satisfy potential customers that differ in tastes. This strategy will also give Ricci a competitive advantage in comparison to her competitors that offer at most three different colors. Finally, the online selling seems to be a good idea to start with regardless the disadvantages it might have.

    • Length: 829 words
  8. Peer reviewed

    To what extent will does correlation and extrapolation assist Nintendo in forecasting sales?

    5 star(s)

    The uses of such analysis to Nintendo are to an extent very valuable. By creating a scatter graph like the one above, Nintendo can spot trends and forecast future events. For example, they could estimate demand at a certain point in the coming year. One would expect demand to surge at Christmas time when people are buying each other gifts, and dip in January when (generally) consumers have less money due to spending so much on presents, and figures could be devised to estimate how many units will need to be produced. This allows Nintendo's operations department to build up stocks of goods beforehand in preparation, for example the 'Nintendo Wii' which was under stocked in all major retailers, and hence was selling on eBay (the online auctioning site)

    • Length: 955 words
  9. Peer reviewed

    What is positioning?

    4 star(s)

    Marketers can position their products based on the attributes or benefits their product offers and also position their products against a competitor, highlighting the advantages their product has over the competitor. Moreover, marketers can position their products based on usage, product classes or to cater for a certain class of users (Kotter, et. al., 2007). A core element of positioning is establishing a competitive advantage over competitors which is achieved through differentiating its offers via product, services, personnel or image differentiation (Kotter, et.

    • Length: 1598 words
  10. Peer reviewed

    Business studies case study - generating revenue through selling ice lollies.

    3 star(s)

    Another way they could generate revenue is renting out their premises to other businesses. This helps the business gain more money as they will be renting out another asset which will help them bring more money in rather than just getting money from sales. Delight Lollies can generate revenue in many ways. One way in which they can do this is by increasing the number of sales. They can do this by the word of mouth so encouraging their customers to tell their friends about their business so more people will come to their shop.

    • Length: 833 words
  11. Peer reviewed

    marketing mix

    3 star(s)

    This can be many different segments, for example the basics such as bottle sizes, food (veg pots), but also others like business makers, sellers etc. Price To set a price for a new product a business needs to take into account different things. These are the 3 C's (cost, competition and customers). The overall price of a bottle of smoothie needs to take in to account costs the amount of ingredients needed. The place it is made in is fruit towers.

    • Length: 895 words
  12. Peer reviewed

    Marketing & Marketing Mix usb

    3 star(s)

    These elements are product, price, place, and promotion.In order for marketing to succeed a range of different activities should take place.This is called the Marketing Mix. The four P's are the key to the product being marketed. Product This is a key part as its quality and appearance etc. are made.It makes the design ,quality, appearance, special features, number of models or sizes etc. The product is essential to be rightly packaged and the branding name suiting the product. In marketing, companies are always trying to make as much profit as possible.

    • Length: 632 words
  13. Peer reviewed

    Market Segmentation

    3 star(s)

    Firstly, it's to match the customers' needs. Another big reason is to make enhanced profits for the business itself. Also, there are better opportunities for growth. Lastly, it is to retain more customers. Gain share of the market segment Unless a business has a strong or leading share of a market, it is unlikely to expand its profitability. Minor brands suffer from lack of scale economies in production and marketing, pressures from distributors and limited space on the shelves. Through careful segmentation and targeting, businesses can often achieve competitive production and marketing costs and become the preferred choice of customers and distributors.

    • Length: 669 words
  14. Peer reviewed

    Location factors for a business

    3 star(s)

    Infrastructure: The infrastructure is the built environment such as the roads, factories, schools, railways, airports, houses and hospitals. The infrastructures of an area will affect the location of businesses. Most businesses tend to buy or rent premises which already exist; this is because it is cheaper than building a whole new factory for business. For example, a business thinking of setting up a shop may want to set up in an area were many other stores would exist and many customers.

    • Length: 1762 words
  15. Free essay

    Business Rise and fall

    3 star(s)

    For example: - farming, mining, harvesting. Although these jobs are still around today they are less significant. The tertiary businesses nowadays are worth more because more wage more opportunities and also the education demands are getting a lot higher than they were 30 years ago and because of these more tertiary opportunities are becoming available to students leaving school. Also student nowadays have goals and thrive to get towards them and with the help of tertiary businesses they are able to pay their way through to achieve their own. The changes in the primary sector are due t o natural resources becoming available in third world countries.

    • Length: 514 words
  16. Promotional campaign for Pizza Pan foods in Malaysia

    In brief, we expect customers be aware of these new products in the market. In addition achieving true and loyalty customers towards the products is also our objective. Whereby, we aim to switch consumers mind from a competing brand to the Pan Pizza product. As such, in order to be "first among equals" in a category competing with other well known company, we have decided to be more innovative by designing more alternatives selection for consumers. To elaborate further, company has decided to promote the category brand before the individual brand.

    • Length: 5982 words
  17. Evaluating the impact of my poster advert for Greenford Sports Centre.

    There were various other advertising and promotional methods that I could have considered adapting. However, based on my research, it was not deemed appropriate for many of the advertising methods. Firstly, only 10% of respondents preferred newspapers as a form as advertising, and although local newspaper advertising can be rather cheap to advertise on, it still is very hard to notice by readers. Some disadvantages of newspaper advertising are a declining readership, close competition with other ads, and newspaper clutter.

    • Length: 733 words
  18. Evaluate and justify the use of an appropriate promotional mix with respect to business and marketing objectives for an Italian cafe.

    Research As we were limited in promoting our campaign, in terms of time (4 weeks) and financially (£2000 budget), we had to work out what tasks had to be completed before we could start the campaign promotion. This was done through a 'Gantt chart', that shows what tasks were to be carried out during our 4 weeks. One of the main aspects of this was to make sure we stayed on time and up to date on our tasks and make sure we did not fall behind.

    • Length: 1236 words
  19. Target Market One of my first objective is to attract as many as customers I can to the restaurarant.

    This means I will be able to attract more customers to my restaurant. However if the place is very quiet and the colours on the wall are very dull then it will seems to the customers that the place is not that beautiful. They may decide not to visit the restaurant. My restaurant will be located near Dark Forest ride. I have chosen this site because there are lot of customers that will be passing through and some might feel like visit the restaurant.

    • Length: 788 words
  20. Project Review Edexcel Diploma. The main objective for my project was to give kids a taste of playing a board game and then pass out questions do find out how they thought of my monopoly board. This will give me a true representation on whether or not kid

    This will give me a true representation on whether or not kids are interested in board games. My Project would give due to do: * Better understanding on board games * Giving rise to an interest in board games * Make it look fun To ensure I am able to accomplish all these points, I will have to follow my project plan in order so I can finish my project in time and it will lead to my project being organised. To what extent were the objectives met I did manage to complete in making my monopoly board however there were a lot of adjustments needed in order to finish it.

    • Length: 2503 words
  21. Is Dyson product or market oriented?

    This first example contains elements of both product and market-oriented products. One can see that it is product oriented because it focuses more on making a product the best it can possibly be, as one finds with all products made with Dyson. However, it is also market oriented: Dyson looked at what consumers wanted to improve in terms of hand dryers, and found that they wanted something more environmentally friendly.

    • Length: 435 words
  22. How Businesses Monitor Customer Service.

    Usually restaurants, hairdresser and also local shops like supermarket or mini marts but majority supermarket staff would watch customers in store and help when someone comes up to them but some staff tend to watch how long they on the same section in the store if they stay their for some time that's when they will approach to them to ask for help. Many businesses issue customer questionnaires and comment cards this is for the customers to fill out. Some business will set a questionnaire every so often and this could be found in the store or even be sent by email to their customers.

    • Length: 639 words
  23. Marketing definition and its role Marketing is the process of interesting potential customers and clients in product or a service that the business is offering.

    For example, Tesco is an organisation which uses that marketing concept, nearly every product they have, the customer need them. They are three business concepts that could be used. This is the productivity concept, the selling concept and the product concept. The productivity concept is described as, the organisation which only concentrates on production and distribution, like just concentrating on producing the product and producing it enough, to sell at a low price, the way they are confident in selling the product at a low price because they concentrate on producing it in high quantities.

    • Length: 1127 words
  24. What is marketing?

    Islamic Aid Islamic Aid is an international relief and development charity, which means it, is a global organisation. To carry out its projects, Islamic Aid has built partnerships with many International Institutions. Islamic Aid is totally an independence charity from any government or authority. Islamic Aid respects the cultural, ethnic, and religious diversity of aided people. Islamic Aid was the second Muslim caring organisation established in Europe. Islamic Aid provides immediate help to improve the lives of people affected by poverty, disaster and war. In emergency situations Islamic Aid tries to help in more than forty countries. Islamic Aid has permanent offices in twenty eight countries.

    • Length: 1527 words
  25. To make our product I had to research key factors on savoury snacks so I used desk and field research to get an idea of what the public wants from a savoury snack

    I had researched the age range to get an idea of were most of our information was gathered. Most of our results had come from 10-16 year olds and so it seems like the people who buy crisps the most are the younger generation and so this is the main target market so we must focus on what they are looking for as a savoury snack. However we must not forget about our other customers of older age. They have contributed to our research and all of our questionnaires and tasting panel had given me info on their favourite flavour.

    • Length: 845 words

Conclusion analysis

Good conclusions usually refer back to the question or title and address it directly - for example by using key words from the title.
How well do you think these conclusions address the title or question? Answering these questions should help you find out.

  1. Do they use key words from the title or question?
  2. Do they answer the question directly?
  3. Can you work out the question or title just by reading the conclusion?
  • To what extent will does correlation and extrapolation assist Nintendo in forecasting sales?

    "Ultimately the use depends on all the previously mentioned factors, some which cannot be accounted for. This leads me to take the conclusion that these statistical tools are not of great worth to Nintendo and they should use a fixed point moving average method to smooth out the overall and underlying trends in their forecasts. This will reduce uncertainty and remove some of the disadvantages and problems which is more beneficial for a large firm such as Nintendo."

  • The beach carrier case study evaluate different issues concerning a beach bag

    "In my opinion, the company should think about reducing the size of the bag. I propose a bag that is about 30 inch that is adjustable to 15 inches. This will allow different customer that have different need to satisfy them. For example some one that wants to bring only a towel and some cosmetic products will not need such a big bag. I also think that a beach bag might be heavy with an umbrella and chairs. For this reason, I believe that it would be interesting to introduce a two shoulder straps bag instead of one. Another possibility is to introduce a product that has the same wheels as a mini quad and that can be droved using a remote control. This will be the most convenient but further research should be made on the cost and the potential market for this product. Concerning the online selling, I think that the best idea is that Ricci should hire a company to help her with security issues. Another alternative would be to hire an intermediary company such as amazon.com that would sell her product online. Finally, I recommend Ricci to think about a targeting an international market in the long run."

  • Critically discuss for one specific brand of your choice, the concept of Integrated Marketing Communication.

    "During the course of this essay, we have seen that combining the tools from the promotional mix, enables the communications strengths of one tool to reinforce those of another, this way target audiences are much more likely to benefit, as is the organisation, in the form of improved effectiveness and delivery of messages. This is evident in Marks and Spencer's 'Per Una' range, where the message of a quality, fashionable range is delivered well across the different elements of 'Per Una's' promotional and marketing mix. We have seen how ranges like 'Per Una' have encouraged a move towards IMC at M&S, and how they have helped M&S put right a number of problems that were previously evident within the organisation, many of which were communication orientated. But by no means has M&S achieved totally integrated marketing communications, they are still a number barriers to integration at M&S, such as their relationship with some of their agencies, but if this can be improved, there seems no reason why M&S cannot achieve total IMC and further enhance their market position. Matthew Flint Candidate number - 013220707 MN - 2007 Marketing Communications Essay Dr. S, Wagner-Tsukamoto 18th May 2003"

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