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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

    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.

    • Word count: 1078
  2. 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.

    • Word count: 1444
  3. 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.

    • Word count: 1933
  4. 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.

    • Word count: 1214
  5. 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.

    • Word count: 1142
  6. 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.

    • Word count: 1598
  7. 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.

    • Word count: 1762
  8. 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.

    • Word count: 1127
  9. 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.

    • Word count: 1527
  10. Unit 9 exploring creative product promotion

    A corporate image is often designed to get interest among the consumers. A corporate image is not always created by the company. Caf� Fresco has a corporate image just to attract people with the style of the letters and the name. It says that it's an caf�, but stylish. Direct Marketing; Is an English term for making a commercial. It's actually approaching potential customers in a direct and personal way. It also includes direct mail and making telephone calls. The objective of such a campaign is to promote special offers till even get the opportunity to try new products.

    • Word count: 1905
  11. E-Commerce Entities

    However they should make a button/space on the web site that should allow them to switch off the sound, if it becomes inconvenient for them. It may also need a search bar to help people select a specific product. Screenshots: This is Tesco's main web page. Although its structure may look slightly confusing at first, it is very easy to navigate on this page. The web site does not have a search/browsing bar, however it is still very easy to find what you may be looking for.

    • Word count: 1320
  12. Operation Issues

    You can also get cash back and exclusive discounts from selected retailers via the PayPal Offers site. www.paypal.co.uk 2. What difficulties might a small business have when selling online for the first time? A small business may have trouble selling online for the first times as people may not have heard of them, so the company should advertise on local directories. Customers will not purchase from a site unless they are convinced it has a secure payment system. The business needs to also make sure the site is secure so people can't hack into the site and change information and sell your ideas to other companies.

    • Word count: 1219
  13. Research for my planned cake and pastry shop.

    From where the information will be gathered? I'll go to people and interview them and then go to the nearest areas and distribute questioners and then I'll evaluate. If market research is not successful then I will distribute broshers and leaflets in near residential areas. Brief definition of marketing? Marketing is the delivery of customer satisfaction at a profit. Marketing Management is 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.

    • Word count: 1047
  14. In this assignment I will describing how customer service can be monitored and evaluated,

    Using Customer questionnaires/Comment cards is a quick an easy way to gather feedback as you can leave some comment cards next do the door so when they leave the business they can fill it out this method is also easy as you do not have to approach the customer. Some businesses that use this method are Tesco's and Barclays. Customer questionnaire are used to collect more information from customers such as their age, gender, job and salary. Customer questionnaire and comment cards can be evaluated by looking at the level of sales the level of sales for each product group should be rising.

    • Word count: 1049

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    • Word count: 1336
  16. Leisure, Business and Tourism - The 4 p's

    > Rides - The main attraction are the rides. These can be for thrill seekers or for a family; Alton Towers offers rides for all people of all ages. This is the main reason for customers to go to the park. The rides themselves are the main service that the park has to offer, and these are which all of the customers are paying for when they enter the park. > Room and board (the hotel). Alton Towers offers an online booking service for customers.

    • Word count: 1553
  17. Marketing mix - price case study. L & C garage equipment services ltd. is a Sealey distributor. Sealey has a retail price which then L & C adds a 30% profit margin to. This is called cost plus pricing which is the most common form of pricing.

    The down side of being the cheapest in a given market is that if L & C create a position of being the least expensive, they will have a hard time taking their customers with them when they want to move to the next financial level. They will lose out on a great deal of repeat business when L & C make their price change, if they ever do. No business can afford to ignore the price of similar products, and there are three basic options: cheaper, the same price or more expensive.

    • Word count: 1149
  18. The Marketing Mix. There are a number of pricing policies which a business may adopt.

    This would be used in a market that is very competitive. A product that may be put into this market is, washing powder because people will buy there favourite brand in whichever shop is selling it at the lowest price. Cost-based pricing: This can also be referred to as "cost plus pricing". This is also involves working out the business's total fixed and variable costs and then adding on a percentage profit. The business must consider the total numbers of items which it plans to produce and sell. Cost-based Price= Total + Profit Total Sales There is a big advantage of cost-based pricing.

    • Word count: 1710
  19. In this assignment I will carry out both primary and secondary research to find out who my potential competition, sources of finance is and where to locate my business.

    The range of goods/services it offers is: Computer games for all formats Computer consoles Computer accessories Computer magazines and books DVD's This shop's target market is young people and gaming lovers. I think this target market has influenced the location because the owners of Game Plc only want to put shops where it is convenient for their target audience and where there are a lot of people passing. The range of goods such as computer games are influenced by the target market because only the type of games which are most likely to be bought by the target audience is kept in stock because there is no point of having games in stock which are unlikely to be sold.

    • Word count: 1012
  20. Lucozade

    • Word count: 1000
  21. Powerade

    • Word count: 1000
  22. Promotion and Advertising

    This is a very personal way of advertising whereby the advertisement is printed onto a brochure/ postcard/ leaflet etc and allows a company to directly target the right market, creating less of a need for a huge advertising campaign and, ultimately, saving the business money. Customers can be addressed by their names and the advertising can be made personal to them, appealing to them individually, making them desire the product more. The format and layout of the brochure/ postcard/ leaflet can be edited to appeal to a particular target market e.g.

    • Word count: 1712
  23. Questionnaire Effectiveness

    Questionnaires are very important as, without gaining primary insight into a target market's wants and needs, huge losses could potentially be made due to the spending of large sums of money on creating an unsuccessful product/service and the business will be liable to bankruptcy. Furthermore, the better a firm knows their target market's wants and needs, the better suited the service can be to meet these needs and wants. This will ultimately maximise profits, turnover, market share and customer satisfaction, fulfilling the original business aims and contributing towards a more successful overall business.

    • Word count: 1520
  24. Section 3 - Marketing

    * Basically I will be selling all products that pharmacies sell. * My shop will have special promotions on some products which will increase sales. 2. Place * My business will be in a shop on Leyton High Road, E10. * It is a small shop with an average sized storage area + the shop floor. * Good things about my shop's area are that: my shop is very close to lots of busses and the local tube station, and it is quite close to Leyton Mills Retail Park which has lots of large braded shops.

    • Word count: 1758
  25. To what extent will Boots marketing objectives assist Boots in achieving its long-term strategy?

    Motivational techniques, such as the hierarchy of needs or the two-factor theory, should be fully utilised to ensure the workforce is productive and efficiently striving to meet the set objectives. Such objectives will tend to be to increase profitability by x% and to create a sound return for shareholders. Boots have a set corporate objective of international growth, outlined in their mission statement: "Boots aims to be the place for health and beauty customers. We want to secure market leadership in the UK & build on our brands' success internationally.'

    • Word count: 1699

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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