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This report will define and explain the following marketing terms: Marketing Objectives What role the functional areas play in supporting marketing activity Marketing MixIn this report it will show examples of the above

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Introduction

Marketing Assignment Introduction This report will define and explain the following marketing terms: * Marketing Objectives * What role the functional areas play in supporting marketing activity * Marketing Mix In this report it will show examples of the above and by the end of reading this report the marketing terms should be really easy to understand. Marketing Objectives The marketing objectives are set from the main business objectives and are made by the chairman or the board of directors. So a company objective might be to increase company profits and marketing will help them achieve this. A company might have a vision of how it sees itself in the future and they might have a mission statement that sums up everything they are trying to aim for. From this they will set objectives that are the small steps that they have to take to achieve the vision. The marketing department, along with other functional areas, will help the company achieve their overall objectives. Marketing Objectives then are a big part of the marketing proposal that will be drawn up to help the company achieve its aims. If a company did not have clear objectives it is difficult to see if they have achieved their aims or their plan was successful. Objectives are often said to be SMART - Specific, Measurable, Achievable, Realistic and Timebound. Specific - the objectives should relate to the market and the environment of which the organisation is involved in. Measurable - to make sure they can measure to see if the organisation is successful in meeting the marketing objectives. Achievable - the objectives must be attainable for the organisation or they will not be successful at achieving their objectives. Realistic - objectives must relate to what the organisation actually does. Timebound - make sure the objectives are achieved within a set period of time. Here is a marketing objective that a company like ASDA might use: ~ To increase the awareness of the internet shopping service so that 50% more customers are using the service within 6 months. ...read more.

Middle

Load size is the next important bit because they need to think what the customer want and how much the load would cost to get the goods there. Finally the communications are important to establish an effective information processing and invoicing system. How these aspects relate to Northampton Saints RFC The next stage is to provide an overview of your chosen business. General paragraph about the Saints as a business - look at the website again to talk about what product and services they offer. You need to establish the following points: � Current marketing objectives. (see Kayoeigh Beale) � Current product-portfolio of their selected business. See web site � Current marketing mix. The 4 Ps - how do they work at saints? Try to do this on your own then ask me where you get stuck � How the selected businesses departments work together in supporting marketing activity. Funcitonal area How it works with marketing at the saints Finace Wages - budgets and monitoring them - etc paying bills HR Recruiting marketing staff etc ICT Admin Operations Customer service Write an introduction into your chosen business which includes all the above points. This will provide an additional opportunity for you to demonstrate the depth of your knowledge and understanding. At this stage you are advised to introduce your selected new product or service for a drop in caf� stating how this fits in with the selected businesses current marketing objectives and product portfolio. See shared area for info about saints objectives - DO THIS BY THIS WEEK FRIDAY Northampton Saints Promotional objectives: * Their main objective is to 'get bums on seats'. * They want to increase the number of young people playing by recruiting 20 extra schools into the Powergen coaching scheme * Increase revenue from new sponsors by20% * Increase the number of season ticket holders * Raise their profile in the community around Northamptonshire Branding The club name is Northampton Saints Rugby Football club. ...read more.

Conclusion

Planning market research To ensure that relevant and appropriate information is collected to inform your marketing proposal, you need to: � set objectives for the market research; � identify who are the potential consumers and their requirements; � identify possible sources of information, both primary and secondary; � decide which method of research to use to collect information; � estimate and set a timescale for the completion of the market research. Research into a market - Primary Research You need to use primary research techniques when gathering market research data. These techniques include: � observation; � experiments; � surveys; � questionnaires; - I would like you all to have a go at one of these � focus groups. - we can do these in school or at Kettering Rugby Club on a Weds night You must choose at least 2 different types of techniques. Plan how you will use them. Construct the necessary questions etc. Carry out the research. Write it up. Research into a market - Secondary Research You also need to collect secondary market-research data to inform your marketing proposal. This data may come in the form of: � marketing databases, such as Keynote and Mintel; � information already available in a business, such as sales figures, sales reports; � information external to a business, such as government statistics, information from competitors. Keep a note of all web pages looked at, books used etc Interpretation of market research information You need to link your marketing proposal directly to findings from your market research. Therefore, you need to understand how to interpret and analyse the collected data to draw out key information that can inform your marketing proposal. Analytical techniques that you can draw upon include: � the use of basic statistical analysis . familiarity with the use of: . mean; . medium; . mode; . percentages; . forecasting; � the use of marketing tools . PEST and SWOT for generating information on the wider business environment. - ?? ?? ?? ?? Ferhat Say Business unit 1 ...read more.

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