Unit 03 – Introduction To Marketing Y/502/5411

Unit 03 – Introduction To Marketing Y/502/5411
OCR Cambridge TEC - Level 3 Certificate/Diploma Business LO1 - Know the role of Marketing in Organisations

Unit 03 - Delivery Outcomes
Tutors should aim to introduce the topic by providing a range of marketing definitions, from simple to more sophisticated, and encourage group debate and discussion. Types of customers and customer satisfaction should be explained as central to the marketing function. Through the use of everyday objects such as mobile phones, phone contracts, fashion items, gym or club memberships, tutors can encourage learners to explore concepts such as branding, target customers, as well as techniques relating to the 4Ps of marketing (product, price, place and promotion). Case studies, DVDs, YouTube videos, as well as actual products can all be used to engage learners in activities and introduce the marketing techniques discussed in the teaching content. Once the techniques have been introduced, learners should start to think about how organisations use them when marketing their products and services. Where possible learners should be encouraged to visit local organisations to consider different marketing techniques used. Tutors should encourage learners to consider a range of limitations and constraints of marketing. Tutors could draw the learners’ attention to some of the organisational constraints often faced by marketing professionals within organisations that may not have a marketing focus, or where the management and leadership style are more autocratic and possibly less conducive to a customer focused business approach.

LO1 - Assessment Criteria
Learning Outcome (LO) The learner will: Pass The assessment criteria are the pass requirements for this unit. The learner can: Merit For merit the evidence must show that, in addition to the pass criteria, the learner is able to: Distinction For distinction the evidence must show that, in addition to the pass and merit criteria, the learner is able to: 1 Know the role of marketing in organisations P1 Describe how marketing techniques are used in the marketing of products in two organisations M1 - Analyse marketing techniques used in the marketing of products in two organisations D1 - Recommend improvements to the marketing techniques in one organisation P2 Describe the limitations and constraints of marketing 2 Be able to use marketing research and marketing planning P3 Describe how a selected organisation uses marketing research to contribute to the development of its marketing plans P4 Use marketing research for marketing planning 3 Understand how and why customer groups are targeted P5 Explain how and why groups of customers are targeted for selected products 4 Be able to develop a coherent marketing mix. P6 Develop a coherent marketing mix for a new product or service M2 - Evaluate how the developed marketing mix would need to be modified for a new contrasting target group of customers D2 - Evaluate how the developed marketing mix would need to be modified for a new contrasting target group of customers

Assessment Criteria – P1, M1, D1 and P2
P1, M1 and D1 - Scenario and task: A company is looking to set up a new operation in the UK in order to launch a brand new product. They are not sure how to approach this new market. They want you to feed back to them via presentation describing how marketing techniques are used by two organisations in the UK market. Assessment Criteria - M1 You should analyse the techniques used by the two organisations in the UK market. Assessment Criteria - D1 You should demonstrate your marketing skills to the overseas company by recommending improvements that could be made to the marketing techniques used by one of the organisations. Guidance: Learners should describe how two different organisations use marketing techniques in the marketing of products. Examples of difference could be in terms of size (e.g. a local corner store and a large supermarket), market sector (e.g. B2B and B2C or specialist clothes retailer and a pet shop or food store), market segment or sector of activity (agriculture, manufacturing, retail, service). Learners should refer in general terms to product, pricing, distribution and promotional techniques with at least one example of each for each organisation. Assessment Criteria – P2 The company would like you to produce a report that describes any limitations and constraints to marketing that they should be aware of when dealing in the UK market. Guidance: To achieve this criterion, learners should describe the legal, ethical and voluntary constraints that marketers work under in the UK market. They should also refer to some of the organisational constraints that may limit marketers in their course of actions such as financial restrictions, or the organisation being production or sales-led.

P1.1 - Know the role of marketing organisations - Branding
A company is looking to set up a new operation in the UK in order to launch a brand new product. They are not sure how to approach this new market. The most important phase of this is to understand the UK philosophy on Branding and how a brand can have an impact on sales. To do this they would like you to report on the techniques used by two different companies, companies that have opposing principles but rely on similar techniques to sell their products or services. They need to be companies who have been around, who have an image. For example a clothes company, bank, charity, supermarket. They must be different kinds of companies in terms of product, function or purpose. P1.1 - Task 01 – Identify the two different types of organisations, outline in terms of market segment, business type and product/service who they are and what they do. P1.2 - Task 02 – Based on the two businesses explain what visible Marketing they use, illustrate and annotate with the use of screenshots. This could be eMarketing, banners, television, in-store or promotions and sponsorships. M1.1 – Task 03 – Compare the effectiveness of these marketing techniques for your 2 companies. Why are they effective, are they similar or radically different, why is this? D1.1 - Task 04 – Recommend improvements to the visible marketing techniques in one organisation.

P1.2 - Know the role of marketing organisations - Branding
Knowing who your companies are and what visible promotions they do is a start to understanding their nature and the methods they use to promote goods. For businesses to progress and stay ahead of their competitors, various strategies are used to allow a business to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. A marketing strategy should be focused around the key concept that customer satisfaction is the main goal. A key component of marketing strategy is often to keep marketing in line with a company's mission statement, focusing on: Another terms for this is the 4P’s, an umbrella strategy that covers a large range of techniques. Tips for implementing marketing growth strategies: 1: The first thing you need to do is to decide which strategy you want to use or if you are going to use a combination of methods. Most companies find it easier to use market expansion techniques rather than aggressive marketing techniques because it is easier to get your old customers to buy your new stuff. But there are numerous companies who will apply aggressive tactics and steal customers away from other businesses. 2: After deciding what you want to do you are going to need to create a new marketing plan and decide on what marketing techniques you will use to make your marketing strategy work for your company. Will you use advertisements, internet marketing, direct mailing, surveys, questionnaires, etc. After deciding on which techniques you are going to use you will need to put your plan into action. 3: Another thing you need to do before your implement your new marketing strategies is to make sure that you create a marketing budget. Creating this budget will help determine which marketing techniques you can use in your new marketing strategy. 4: If you are going to try to increase your marketing share you are going to have to come up with some marketing techniques that will catch potential customers attention and draw there business away from your competitors. But be careful when doing this, it is very easy to make promises that you can't keep. If that happens you won't only lose your new customers, but you could end up losing your old customers as well. You also have to be careful when using aggressive marketing techniques because you don't want to slander or bad mouth the other company to the point where you end up in court. When creating ads and marketing tools for aggressive marketing techniques, don't make the other company the main focus of your ads, instead focus on what your company has to offer. Target Audience Proposition/Key Element Implementation

P1.2 - Know the role of marketing organisations - Product
Product techniques – This is when a company ranges its marketing on the product they sell, called USP, and how they promote their image, brand and policies around this selling point. For instance, Apple promote their goods based on their quality (product) as do Nike, Cartier, Rolex, Mercedes, BMW. But within this there are techniques to keep the customer loyal and interested. New product development – Using policies like the Ansoff Matrix and Life cycle, when a new product is introduced to the market. Research is everything, knowing the customer base, the product position in the market, the pricing strategy, the methods of promotion that are likely to work, branding an image before release, using penetration strategies etc. Even with this knowledge, overlooking one part can be damaging to product releases. Barcode Battler – heavy marketing with a poor product. Skoda – Good product, poor company reputation. Microsoft Surface – Good product, wrong time for release. Product life cycle – See slide 9 and 10. Simply put, this is the process in which your product is placed on the market, increases sales, reaches saturation point, sales drop and then gets taken off the shelves. And it is the way companies try to extend that cycle. P1.2 – Task 05 - Describe how Product as a selling tool can be used as a marketing techniques in the promotion of products using your two organisations as examples. M1.2 – Task 06 - Analyse the success or failure as a technique how Product strategies as a selling tool is used as a marketing technique in the promotion of products in two organisations. D1.2 – Task 07 - Recommend improvements to the marketing techniques using Pricing as a technique in one organisation. Product life cycle New product development Product extension Product line depth and width

P1.2 - Know the role of marketing organisations – Product Life Cycle
Product life cycle management is the succession of strategies used by management as a product / service goes through its product life cycle. The conditions in which a product is sold changes over time and must be managed as it moves through its succession of stages. Each product may have a different life cycle. PLC determines: revenue earned Contributes to strategic marketing planning May help the businesses to identify when a product needs support, redesign, reinvigorating, withdrawal, etc. May help in new product development planning May help in forecasting and managing cash flow Product Development: Stages New ideas/possible inventions Market analysis – is it wanted? Can it be produced at a profit? Who is it likely to be aimed at? Product Development and refinement Test Marketing – possibly local/regional Analysis of test marketing results and amendment of product/production process Preparations for launch – publicity, marketing campaign

Introduction/Launch: Advertising and promotion campaigns Target campaign at specific audience? Monitor initial sales Maximise publicity High cost/low sales Length of time – type of product Growth: Increased consumer awareness Sales rise Revenues increase Costs - fixed costs/variable costs, profits may be made Monitor market – competitors reaction? Maturity: Sales reach peak Cost of supporting the product declines Ratio of revenue to cost high Sales growth likely to be low Market share may be high Competition likely to be greater Price elasticity of demand? Monitor market – changes/amendments/new strategies?

Saturation: New entrants likely to mean market is ‘flooded’ Necessity to develop new strategies becomes more pressing: Searching out new markets: Linking to changing fashions Seeking new or exploiting market segments Linking to joint ventures – media/music, etc. Developing new uses Focus on adapting the product Re-packaging or format Improving the standard or quality Developing the product range Decline and Withdrawal: Product outlives/outgrows its usefulness/value Fashions change Technology changes Sales decline Cost of supporting starts to rise too far Decision to withdraw may be dependent on availability of new products and whether fashions/trends will come around again?

P1.2 - Know the role of marketing organisations - Product
Product extension - The existing strong brand name can be used as a jumping off point for new or modified products. For example, many fashion and designer companies extended brands into perfumes, shoes and accessories, home decorations, luggage, furniture, hotels, etc. Mars extended its brand to ice cream Caterpillar to shoes and watches Michelin to a restaurant guide Adidas and Puma to personal hygiene Dunlop extended its brand from tires to other rubber products such as shoes, golf balls, tennis racquets and adhesives There is a difference between brand extension and line extension When Coca-Cola launched "Diet Coke" and "Cherry Coke" they stayed within the originating product category: non-alcoholic carbonated beverages Procter & Gamble (P&G) did likewise extending its strong lines (such as Fairy Soap) into neighboring products (Fairy Liquid and Fairy Automatic) within the same category, dish washing detergents Product line depth and width – When a company extends its range too far, the brand become too thin, one part of the product with a bad reputation filters down to the brand. Limiting the depth of the range restricts down these issues. Amstrad made bad computers but good hi-fi’s, the reputation of one damaged the other so they changed the computer brand name to Opus. Dixons did the same with PCWorld and Curries, extending the products but widening the names. When it came to George, they branded with a supermarket with a reputation to extend its sales but not the range name.

P1.3 - Know the role of marketing organisations - Pricing
Price - This is when a company ranges its marketing on the Price they sell the goods at, called USP, and how they use pricing strategies to enforce the image of worth, interest and customer loyalty. For instance, Supermarkets reduce the price of certain goods, even losing money on them, to bring in the customer in the hope that loyalty or supplementary purchases make this money back. In a similar way Games Console houses like Sony and Microsoft make a loss on their goods when they are released in order to capture the customer base. But within this there are techniques to keep the customer loyal and interested. Traditional pricing takes into account fixed costs (employee, rent, utilises, delivery, etc.) and variable costs (profit margin, pricing of the competition, etc.) Online prices can be varied much more as costs can be low and prices are more consumer led due to a greater choice and knowledge allowed in part by comparison websites ( & and the ease of looking at different websites. Financial or insurance service companies with no physical products can offer even larger savings due to the automation of information collection. Therefore savings can be passed onto the consumer because the fixed costs can be minimised. Sometimes financing may be required which can be worked out quickly and easily online There are other buying options option to some purchases such as leasing options which are easily explained and outlined online. Dynamic pricing is also prevalent online with prices not being fixed but flexible according to demand.

Cost plus pricing – This strategy seeks to set a price that takes into account all relevant costs of production. This could be calculated as follows: Total budgeted factory cost + selling / distribution costs + other overheads + MARK UP ON COST The advantages of using cost plus pricing are: Easy to calculate Price increases can be justified when costs rise Price stability may arise if competitors take the same approach (and if they have similar costs) Pricing decisions can be made at a relatively junior level in a business based on formulas The main disadvantages of cost plus pricing are often considered to be: This method ignores the concept of price elasticity of demand - it may be possible for the business to charge a higher (or lower) price to maximise profits depending on the responsiveness of customers to a change in price The business has less incentive to cut or control costs - if costs increase, then selling prices increase. However, this might be making an "inefficient" business uncompetitive relative to competitor pricing; It requires an estimate and apportionment of business overheads. For example, total factory overheads need to be calculated and then allocated in some way against individual products. This allocation is always arbitrary. Amongst the factors that influence the choice of the mark-up percentage include Nature of the market, Bulk discounts, Pricing strategy - e.g. skimming, penetration and the Stage of the product in its life cycle.

Penetration pricing – This is how much a company will sell goods on release, either to get attention, gather a loyalty base, for market development, of the price they need to recuperate their costs. For a lot of companies it is for the attention, to get the customers there from the start like electronics companies who see what their competition is doing, find where in the league they are and match or lower the price to get on the market. When production costs are reduced, profits will increase. You often see the tagline “special introductory offer” – the classic sign of penetration pricing. The aim of penetration pricing is usually to increase market share of a product, providing the opportunity to increase price once this objective has been achieved. Penetration pricing is most commonly associated with a marketing objective of increasing market share or sales volume. In the short term, penetration pricing is likely to result in lower profits than would be the case if price were set higher. However, there are some significant benefits to long-term profitability of having a higher market share, so the pricing strategy can often be justified. Amongst the advantages claimed for penetration pricing include: Encouraging word-of-mouth recommendation for the product because of the attractive pricing (making promotion more effective) It forces the business to focus on minimising unit costs right from the start (productivity and efficiency are important) The low price can act as a barrier to entry to other potential competitors considering a similar strategy Penetration pricing strategies do have some drawbacks, however: The low initial price can create an expectation of permanently low prices amongst customers who switch. It is always harder to increase prices than to lower them Penetration pricing may simply attract customers who are looking for a bargain, rather than customers who will become loyal to the business and its brand (repeat business) This is likely to result in retaliation from established competitors, who will try to maintain their market share.

Price skimming - This practice of involves charging a relatively high price for a short time where a new, innovative, or much-improved product is launched onto a market. The objective with skimming is to “skim” off customers who are willing to pay more to have the product sooner; prices are lowered later when demand from the “early adopters” falls. The success of a price-skimming strategy is largely dependent on the inelasticity of demand for the product either by the market as a whole, or by certain market segments. In the short term the supplier benefits from ‘monopoly profits’, but as profitability increases, competing suppliers are likely to be attracted to the market and the price will fall as competition increases. The main objective of employing a price-skimming strategy is, therefore, to benefit from high short-term profits due to the newness, and from effective market segmentation. Advantages of price skimming Where a highly innovative product is launched, research and development costs are likely to be high, as are the costs of introducing the product to the market via promotion, advertising etc. which allows for some return on the set-up costs By charging high prices initially, a company can build a high-quality image for its product. Charging initial high prices allows the businesses the luxury of reducing them when the threat of competition arrives. Where a product is distributed via dealers, the practice of price-skimming is very popular, since high prices for the supplier are translated into high mark-ups for the dealer For ‘conspicuous’ or ‘prestige goods’, the practice of price skimming can be particularly successful, since the buyer tends to be more ‘prestige’ conscious than price conscious. Similarly, where the quality differences between competing brands is perceived to be large, or for offerings where such differences are not easily judged, the skimming strategy can work well. An example of the latter would be for the manufacturers of ‘designer-label’ clothing.

Promotional Pricing - Promotional pricing, also known as marketing price promotion or penetration pricing, is a cost setting strategy in consumer marketing. It involves reducing the price of a product or service temporarily to attract customers and develop loyalty for increased future revenue and profit. Used by both retailers and manufacturers, this technique can increase competitiveness. It has some significant flaws such as assumption of consumer need, however, and it is not sustainable over a long period. Purpose - This strategy is meant to attract attention to a product, brand or retailer. The idea is to use the appeal of low cost to let consumers know that a seller, label or item exists. Those who use the technique believe that brand or company loyalty cannot develop until this consumer awareness grows. Loyalty is a goal because it means repeat business and a subsequent increase in revenue and profit. This translates to remaining competitive in the market. Users - Both retailers and manufacturers use promotional pricing. With manufacturers, promotional pricing alerts the consumer to a specific line of services or products and provides a platform to introduce a brand. When retailers use it, it doesn’t matter so much what brands, items or services get the discount, because the objective is to get the consumer to buy many things from a single seller over time. For example, a clothing store may offer garments from many different companies at prices that are below the manufacturers' suggested retail price. Shoppers, attracted by the low prices, may remember that store and visit again when they have apparel needs. A cosmetic company may offer two compacts of eye shadow for the price of one. Consumers may choose eye shadow from that company because of the discount. When they need shadow again, they may remember the previous purchase and buy from the company again. Method – Firstly Retailers and manufacturers to the conclusion that more attention is needed on a label, item or company. They then look at the typical market value of the item or service. They calculate how much of a discount they can afford and decide how long the discount is feasible to apply. Once management approves the promotional price, marketers use standard marketing techniques such as print ads to alert consumers of the discount.

Loss-leader - Loss leaders are high volume, high profile brands or products that are sold by retailers with the intention to attract customers into their premises, with the hope that those customers will end up buying other goods as well, once inside. Loss leaders are high volume, high profile brands or products that are sold by retailers with the intention to attract customers into their premises, with the hope that those customers will end up buying other goods as well, once inside. Examples could be steeply discounted electronics, or consumer goods, or garments. A 0% loan for cars is a loss leader example for the dealer. Loss leader brands or products are sold at very slim margins or at a loss, with the conscious understanding that other products in the retail outlet will make up for the loss. A mix of loss leader pricing and usual pricing could make up the overall margins. Loss leaders can be used by smaller retailers against the giant national chains to maintain their market share. It can also be used as a price segmentation tool. P1.3 – Task 08 - Describe how Price as a selling tool can be used as a marketing technique in the promotion of products as a selling tool using your businesses as examples. M1.3 – Task 09 - Analyse the success or failure as a technique how Pricing strategies as a selling tool is used as a marketing techniques in the promotion of products in two organisations. D1.3 – Task 10 - Recommend improvements to the marketing techniques using Pricing as a technique in one organisation. Cost plus pricing Penetration pricing Price skimming Promotional Pricing Loss-leader

P1.4 - Know the role of marketing organisations - Place
Place / distribution techniques – using Place as the USP in a company is not as obvious as Pricing or product because it happens surreptitiously. Companies who offer free delivery, who are local, who add in the value of delivering goods or use their location to reduce prices are all around. Since Tesco’s revamp form the near collapse in the 90’s, they have used place well as a USP. Tesco’s stores, Tesco’s extra, Tesco’s Local, Tesco’s delivery, now they are everywhere and one of the largest food chains around. Think of a pizza company, sales through home delivery is a necessity, without this they usually collapse. Benefits include: Flexibility of location due to being online, innovative service/product delivery, new markets in geographically different place. Location is not very important when you are solely online, this allows for cheaper and more flexible premises. Sometimes there may be a chain of intermediaries, each passing the product down the chain to the next organisation, before it finally reaches the consumer or end-user This process is known as the 'distribution chain' or the 'channel.' Each of the elements in these chains will have their own specific needs, which the producer must take into account, along with those of the all-important end-user. Digital distribution allows products to be sold directly to the customer, eliminating the need for any other channels, companies like Amazon, Play, iTunes etc. rely on this, speed of delivery, range of goods, and delivering to anywhere, this is their 3 USP’s. Being online allows a potentially huge market to be covered, potentially world wide. However if the channel is not geared for this distribution the business might not be able to take advantage of this.

Channels of distribution - A distribution channel can have several stages depending on how many organisations are involved in it. Factors to consider - Nature of the product Technical or complex - Complex products are often sold by specialist distributors Customised - A direct distribution approach often works best for a product that the end consumer wants providing to a distinct specification. Type of product – e.g. convenience, shopping, speciality, digital Desired image for the product – if intermediaries are to be used, then it is essential that those chosen are suitable and relevant for the product. Factors to consider - The market Is the business geographically spread? Does the business involve selling overseas (see further below) The extent and nature of the competition – which distribution channels and intermediaries do competitors use? Factors to consider - The business Company size and scope – e.g. can it afford an in-house sales force? Company marketing objectives – revenue or profit maximisation? Does the business have established distribution network or does it need to extend its distribution option How much control does the business want over distribution - The longer the channel, the less control is available Factors to consider - Legal issues Are there limitations on sale? What are the risks if an intermediary sells the product to an inappropriate customer? Channel 1 contains two stages between producer and consumer - a wholesaler and a retailer. A wholesaler typically buys and stores large quantities of several producers’ goods and then breaks into bulk deliveries to supply retailers with smaller quantities. Channel 2 contains one intermediary. In consumer markets, this is typically a retailer. The consumer electrical goods market in the UK is typical of this arrangement whereby producers such as Sony, Panasonic, Canon etc. sell their goods directly to large retailers such as Comet, Tesco and Amazon which then sell onto the final consumers. Channel 3 is called a "direct- marketing" channel, since it has no intermediary levels. In this case the manufacturer sells directly to customers. An example of a direct marketing channel would be a factory outlet store. Many holiday companies also market direct to consumers, bypassing a traditional retail intermediary - the travel agent.

Routes to market - You could have the best product or service in the world, but it will fail if you don't put it in front of the right customers. To maximise your chances of business success, you will need to identify and focus on the most effective routes to your market There are no bad routes to market, but you can easily overlook the best routes to your market by skipping the homework required when looking for the best sales channels for your product or service. If you don't do the market research to find out where and how your target customers prefer to buy, your business will not thrive as it could. Get to know your customer - All businesses need to understand their customers before considering which sales channels to put their resources into. Sales channels are usually divided into direct channels, such as sales reps, shops, websites, mail order and exhibitions; and indirect channels, such as sales agents, distributors and franchisees. You will need to ask your customers what they buy, where they buy, how they prefer to buy and why they buy. Different customers in different sectors can have very different buying habits and expectations. Choosing the right sales channel - There are pros and cons to all sales channels. With direct s, for example, data laws must be considered and the response rate can be low. But it is an inexpensive route to market. Using a sales agent or telesales team can work well, especially if sales are not your strong point. But such third parties may be more likely to focus on immediate sales rather than establishing long-term relationships with customers, and there are issues of control to consider. Importantly, however, you must not assume that your competitors have got it right. The evidence of your market research should inform every decision you take when picking your sales channels. Measure your results - Once you've settled on your sales channels, you will need to promote them to your target customers - if they don't know you're there, how can they buy from you? You will also need to measure the number of sales and enquiries from each of the channels you have chosen. This will tell you which generate the most sales and so deserve further promotion, and which you should scrap, if any. P1.4 – Task 11 - Describe how Place as a selling tool can be used as a marketing technique in the promotion of products as a selling tool using your businesses as examples. M1.4 – Task 12 - Analyse the success or failure as a technique how Place strategies as a selling tool are used as a marketing techniques in the promotion of products in two organisations. D1.4 – Task 13 - Recommend improvements to the marketing techniques using Place as a technique in one organisation. Channels of distribution Routes to market

P1.5 - Know the role of marketing organisations - Promotion
Promotional techniques – using Promotion as the USP for a product is very common, convincing the customer that this is the thing you want and have to have. All companies have a different way of promoting their goods that is appropriate for them and money limited, adapting over time, changing when the marketing is no longer working, trying new techniques. For some large companies, they use all the following techniques and more. The different forms of advertising are designed to maximise attention and optimise sales. It is there to bring the goods to the public eyes. The more up front and obvious the company is, the more sales they will receive through highlighting their profile. Lidl for example do not advertise so their sales are low but they also have lower overheads. Tesco’s have placed a high emphasis on advertising to the point that other supermarkets have been forced to compete on similar marketing terms to keep up. They do this trough branding, direct sales, leaflet drops, community activities and sponsorships. They must be the most relevant for each company. Advertising (e.g. television, press, radio, internet, billboards etc.) – This is the most common form we are used to, visual promotion and all of these have different forms, product placement like Pizza Hut, SEO and SEM like Amazon, shock tactics like Benetton, Radio promoted Events like Glastonbury, Press Releases like Sony. There is not one business who does not do something, even if it is as simple as a sign outside the shop.

Advertising is the promotion of a company’s products and services carried out primarily to drive sales of the products and services but also to build a brand identity and communicate changes or new product /services to the customers. Advertising has become an essential element of the corporate world and hence the companies allot a considerable amount of revenues as their advertising budget. There are several reasons for advertising some of which are as follows: Increasing the sales of the product/service Creating and maintaining a brand identity or brand image. Communicating a change in the existing product line. Introduction of a new product or service. Increasing the buzz-value of the brand or the company. Thus, several reasons for advertising and similarly there exist various media which can be effectively used for advertising. Based on these criteria there can be several branches of advertising. Mentioned below are the various categories or types of advertising: Print Advertising – Newspapers, Magazines, Brochures, Fliers - The print media have always been a popular advertising medium. Advertising products via newspapers or magazines is a common practice. In addition to this, the print media also offers options like promotional brochures and fliers for advertising purposes. Often the newspapers and the magazines sell the advertising space according to the area occupied by the advertisement, the position of the advertisement (front page/middle page), as well as the readership of the publications. For instance an advertisement in a relatively new and less popular newspaper would cost far less than placing an advertisement in a popular newspaper with a high readership. The price of print ads also depend on the supplement in which they appear, for example an advertisement in the glossy supplement costs way higher than that in the newspaper supplement which uses a mediocre quality paper. Outdoor Advertising – Billboards, Kiosks, Tradeshows and Events - Outdoor advertising is also a very popular form of advertising, which makes use of several tools and techniques to attract the customers outdoors. The most common examples of outdoor advertising are billboards, kiosks, and also several events and tradeshows organized by the company. The billboard advertising is very popular however has to be really terse and catchy in order to grab the attention of the passers by. The kiosks not only provide an easy outlet for the company products but also make for an effective advertising tool to promote the company’s products. Organizing several events or sponsoring them makes for an excellent advertising opportunity. The company can organize trade fairs, or even exhibitions for advertising their products. If not this, the company can organize several events that are closely associated with their field. For instance a company that manufactures sports utilities can sponsor a sports tournament to advertise its products.

Broadcast advertising – Television, Radio and the Internet - Broadcast advertising is a very popular advertising medium that constitutes of several branches like television, radio or the Internet. Television advertisements have been very popular ever since they have been introduced. The cost of television advertising often depends on the duration of the advertisement, the time of broadcast (prime time/peak time), and of course the popularity of the television channel on which the advertisement is going to be broadcasted. The radio might have lost its charm owing to the new age media however the radio remains to be the choice of small-scale advertisers. The radio jingles have been very popular advertising media and have a large impact on the audience, which is evident in the fact that many people still remember and enjoy the popular radio jingles. Covert Advertising – Advertising in Movies - Covert advertising is a unique kind of advertising in which a product or a particular brand is incorporated in some entertainment and media channels like movies, television shows or even sports. There is no commercial in the entertainment but the brand or the product is subtly( or sometimes evidently) showcased in the entertainment show. Some of the famous examples for this sort of advertising have to be the appearance of brand Nokia which is displayed on Tom Cruise’s phone in the movie Minority Report, or the use of Cadillac cars in the movie Matrix Reloaded. Digital Advertising - SEO, SEM, Banner Ads and Pop-Ups – This is considered the cheapest and largest mass market delivery of advertising materials but can have a less directed target audience. With Bot technology, companies can deliver target marketing directly on previous purchases, whereas Banner Ads related to similar product or Like product marketing is seen as invasive. With the increase in Digital Sales and the pressure of digital marketing, it is a matter of do or die to advertise using Internet technologies.

Surrogate Advertising – Advertising Indirectly - Surrogate advertising is prominently seen in cases where advertising a particular product is banned by law. Advertisement for products like cigarettes or alcohol which are injurious to heath are prohibited by law in several countries and hence these companies have to come up with several other products that might have the same brand name and indirectly remind people of the cigarettes or beer bottles of the same brand. Common examples include Fosters and Kingfisher beer brands, which are often seen to promote their brand with the help of surrogate advertising. Public Service Advertising – Advertising for Social Causes - Public service advertising is a technique that makes use of advertising as an effective communication medium to convey socially relevant messaged about important matters and social welfare causes like AIDS, energy conservation, political integrity, deforestation, illiteracy, poverty and so on. David Ogilvy who is considered to be one of the pioneers of advertising and marketing concepts had reportedly encouraged the use of advertising field for a social cause. Ogilvy once said, "Advertising justifies its existence when used in the public interest - it is much too powerful a tool to use solely for commercial purposes.". Today public service advertising has been increasingly used in a non-commercial fashion in several countries across the world in order to promote various social causes. In USA, the radio and television stations are granted a broadcast license on the basis of a fixed amount of Public service advertisements aired by the channel. Celebrity Advertising - Although the audience is getting smarter and smarter and the modern day consumer getting immune to the exaggerated claims made in a majority of advertisements, there exist a section of advertisers that still bank upon celebrities and their popularity for advertising their products. Using celebrities for advertising involves signing up celebrities for advertising campaigns, which consist of all sorts of advertising including, television ads or even print advertisements.

Personal selling – This is B2C or B2B, companies who run accounts or sell directly to individuals. Stock brokers do this, place sales in magazines and newspapers and involved one company selling and promoting directly to another. All the marketing happens on the phone or in person, the use of body language, tone, gestures, honesty, convincing etc. All the tools used by a good sales person to convince the customer this is what they need. Packaging – Consumer packaging design is ultimately your silent sales person that sells on the shelf right next to your competition – the objective is to establish a compelling voice and design identity that captures the unique positioning opportunity of the product Strategy Description Packaging Why-To-Buy Statement Clearly and quickly communicate: what the product does how it will benefit the user key differentiators from competitive offerings Packaging Brand Promise - Punctuate the package front with a promise of value statement Slogan/Wording empathize on the prospects and promise that your product will solve a specific problem or "pain-point" that they have Structural Packaging Design Design of your package should engage your customer immediately Graphical Packaging Design The graphical packaging design dovetails with structural design to catch the customer's eye and focus their attention to your product

Direct marketing – This is often listed as a the fifth part of t he marketing mix, finding out who the customers are and what they have previously purchased and directing marketing based on their shopping needs. There are many tools for doing this that are used by companies from searchable available databases, DMU’s, UpMyStreet, Council Lists, Credit Card Lists etc., Tracking Cookies linked to recommends, store cards with registered details, tick boxes on websites to allow marketing. Other forms include mail drops in areas where the key income or population demographic is likely to purchase. For every thousands calls made through direct marketing one purchase can justify the effort, for cold calling and telephone sales this number has to be lower and so target pushing within call centres is higher. Companies do this to sell, not for PR, not to improve their image, this is a hard sell tactic with one goal. P1.5 – Task 14 - Describe how Promotion as a selling tool can be used as a marketing technique in the cycle of products as a selling tool using your businesses as examples. M1.5 – Task 15 - Analyse the success or failure as a technique how Promotion strategies as a selling tool are used as a marketing techniques in the cycle of products in two organisations. D1.5 – Task 16 - Recommend improvements to the marketing techniques using Promotion as a technique in one organisation. Advertising Packaging Personal selling Direct marketing

P2.1 - Limitations and constraints of marketing - Legal
To someone abroad planning in expanding to the UK there are legal implications that have to be obeyed, laws that are similar in other countries but under different names, functions and stipulations. All businesses in the UK have to abide by these, failing to do so incurs fines, withdrawal of marketing rights and in the worst case scenario, force closure. You will need to explain these to your client, naming at least 3 stipulations and how these will impact in business practice. Information on these can be gained from the government website which has the acts in full for businesses to follow. Sale of Goods Act This law regulates the contracts in which goods are sold and bought. Key stipulations include: Goods bought must "conform to contract". This means they must be as described, fit for purpose and of satisfactory quality (i.e. not inherently faulty at the time of sale) Goods are of satisfactory quality if they reach the standard that a reasonable person would regard as satisfactory, taking into account the price and any description Aspects of quality include fitness for purpose, freedom from minor defects, appearance and finish, durability and safety.

Consumer Credit Act - This act basically protects the consumer if they have paid with credit cards if the businesses goes bust without delivering the goods. The credit card company takes on the debt and repays the consumer. The Act is designed to protect the consumer, the customer but is valid if a company is buying goods or services from other companies. It required that certain businesses obtain Consumer credit licenses and protect individuals receiving credit up to £25,000 Cancellable agreements have a cooling-off period starting on the day the customer signs. This period is 14 days for goods bought from a mail-order catalogue. Otherwise, it is five days from the day the customer receives either a second copy of the agreement or a separate copy of a notice of cancellation rights. The Act was designed to protect against fraudulent companies and those with cash flow problems. If the company is still in business then the customer has less rights under this act and must deal direct with the company before pursuing legal measures. Goods not covered under r this cooling off period include perishable food or materials, or goods that have been sued beyond their function.

Data Protection Act This Act applies to personal information about an individual The Act defines a legal basis for handling in the United Kingdom of information relating to people living. It is the main/only piece of legislation that governs protection of personal data in the UK. Although the Act does not mention privacy, in practice it provides a way in which individuals can enforce the control of information about themselves. Most of the Act does not apply to domestic use, for example keeping a personal address book. Businesses operating in the UK are legally obliged to comply with this Act, subject to some exemptions. Compliance with the Act is enforced by an independent authority, the Information Commissioner's Office (ICO). The ICO maintains guidance relating to the Act It is aimed at protecting the rights of the individual to privacy. The Act is quite complex but there are basically eight common sense rules - known as the ‘data protection principles’ Gives important rights to the person about whom the data is held about. This includes the right to know what information is held, including information held by an employer, and the right to correct information that is wrong Compensation can be claimed through the courts if an organisation breaches this Act and causes damage, such as financial loss, claim for distress caused as a result of the incident If an organisation holds any data on individuals, it must register under the Act. Employees must adhere to the Act and the employer will have rules/ guidelines to follow The employer will be prosecuted if they break this law and if an employee is found to be negligent, he/she may be liable for prosecution too

The Act defines eight principles of information-handling practice: Personal data shall be processed fairly and lawfully and, in particular, shall not be processed unless conditions are met. Personal data shall be obtained only for one or more specified and lawful purposes, and shall not be further processed in any manner incompatible with that purpose or those purposes Personal data shall be adequate, relevant and not excessive in relation to the purpose or purposes for which they are processed Personal data shall be accurate and, where necessary, kept up to date Personal data processed for any purpose or purposes shall not be kept for longer than is necessary for that purpose or those purposes Personal data shall be processed in accordance with the rights of data subjects under this Act Appropriate technical and organisational measures shall be taken against unauthorised or unlawful processing of personal data and against accidental loss or destruction of, or damage to, personal data Personal data shall not be transferred to a country or territory outside the European Economic Area unless that country or territory ensures an adequate level of protection for the rights and freedoms of data subjects in relation to the processing of personal data. Basically this means that data must be: fairly and lawfully processed (used) used for limited purposes adequate and relevant - only what is needed may be used accurate not kept for longer than is necessary accessible to the individual and able to be corrected or removed where necessary secure not transferred to countries without adequate protection.

Sale and Supply of Goods Act – This act covers the sale of goods from suppliers and to suppliers and is much more in depth than the Sale of Goods Act in that it covers the legal specifics of supplier sale, managing, handling and distribution. Stipulations state: Where the seller sells goods in the course of a business, there is an implied term that the goods supplied under the contract are of satisfactory quality (goods are of satisfactory quality if they meet the standard that a reasonable person would regard as satisfactory, taking account of any description of the goods, the price (if relevant) and all the other relevant circumstances) Acceptance of goods and opportunity to examine them (Where goods are delivered to the buyer, and he has not previously examined them, he is not deemed to have accepted them until he has had a reasonable opportunity of examining them for the purpose and The buyer is also deemed to have accepted the goods when after the lapse of a reasonable time he retains the goods without intimating to the seller that he has rejected them) Right of partial rejection (accepts some of the goods, including, where there are any goods unaffected by the breach, all such goods or goods are affected by a breach if by reason of the breach they are not in conformity with the contract.) Modification of remedies in non-consumer cases (the buyer would, apart from this subsection, have the right to reject goods by reason of a breach on the part of the seller then the breach is so slight that it would be unreasonable for him to reject them, then, if the buyer does not deal as consumer, the breach is not to be treated as a breach of condition but may be treated as a breach of warranty)

Consumer Protection from Unfair Trading Regulations – Also called the Consumer Protection (Distance Selling) Regulations If you sell online, by mail order or by telephone to consumers, then this applies to your business. These regulations do not apply to business to business transactions. Key points to note: You should provide clear information about your offering before purchase (no extras like tax and freight after the consumer has decided to purchase). It is helpful to be very clear what your freight charges are and whether prices include VAT to avoid doubt You should provide a written confirmation of order following purchase so the customer can see a breakdown of the charge, allowing them the freedom to complain about named surcharges. There is a "cooling off" period of 7 working days for most goods (exclusions could include perishable or digital goods). You should inform the customers of their right to cancel (without charge, other than return freight). For more information click here. This includes the Prohibition of unfair commercial practices, Misleading actions, Misleading omissions and Aggressive commercial practices. P2.1 – Task 17 - Describe the Legal limitations and constraints of marketing and sales a new product or service within the UK. Consumer Credit Act Sale of Goods Act Sale and Supply of Goods Act Consumer Protection from Unfair Trading Regulations Data Protection Act

P2.2 - Limitations and constraints of marketing - Voluntary
Voluntary limitations are imposed on business in the UK that monitor and advise restraint in business practice and in advertising practice. For instance professional bodies advise companies to do things a certain way, failure to comply can mean sanctions imposed. Not all companies abide by these but Governments will refuse to support any company that breaches these voluntary constraints. Advertising Standards Authority Advertising Codes of Practice – The Trade Descriptions Act 1968 is very specific about what can and cannot be said in advertisements in the UK. This law prevents manufacturers, retailers or service industry providers from misleading consumers as to what they are spending their money on As advertising has become a crucial part of successful commercial enterprises and with fierce competition the temptation to push the boundaries of truth when making claims for a product is strong This law empowers the judiciary to punish companies or individuals who make false claims about the products or services that they sell Adverts are controlled in the UK by the Advertising Standards Authority which checks on adverts to make sure they are: Legal – You can’t advertise anything that will break the law, for example alcoholic drinks for 10 year olds Decent – Adverts must not cause offence, even though they may be legal Honest – An advert must give a clear idea of a product because an advert may well be dishonest yet not tell any lies Truthful – All claims made in an advertisement must be true Two websites that manage, deal with complaints and educate potential advertisers and consumers are: and

The Office of Fair Trading (OFT) has powers to fine companies and bring legal actions against them. If the ASA has trouble with a repeat offender, it can refer the matter to the OFT under the Control of Misleading Advertisements Regulations 1988. The ASA can also refer problematic broadcast advertisers to Ofcom. Broadcasters have ultimate responsibility for advertisements shown on their channels and are therefore directly answerable to Ofcom, their licensing authority. Ofcom has powers to fine and/or revoke licenses. For example, following more than 1,000 complaints to the ASA about the shopping channel Auction World.tv, the ASA referred the matter to Ofcom, which found the company in breach of its license and fined it. Auction World.tv ended up in administration and went out of business. This is the extreme, in most cases a single advert will be pulled from showing, the company will be warned or fined, depending on the nature of the advert and cautioned. Only repeat offenders are blocked form all advertising. And complaints from the public are not necessarily upheld. Look at the range of adverts from United Colours of Benetton.

Codes of conduct or practice of professional associations - Professional conduct is the field of regulation of members of professional bodies, either acting under statutory or contractual powers. Historically, professional conduct was wholly undertaken by the private professional bodies, the sole legal authority for which was of a contractual nature. These bodies commonly established codes of conduct and ethical codes for the guidance of their members. In certain areas, where the public interest is considered to be heavily engaged, legislation has been enacted, either replacing professional regulation by statutory legislation, or by a form of supervision of the professional body by a statutory body. Profession organisations have their own codes of conduct setting out the standards of ethical behaviour owed by members of each profession. These standards typically include: respecting patients’ decisions about their care, treatment and support; obtaining consent for treatment, service provision or for disclosure of patient/client personal information; protecting patient/client personal information by maintaining confidentiality; and ensuring continuity of care/support/service through good record-keeping practice. Information on professional codes of practice can be obtained from the following organisations. Medical related product groups alone include: General Dental Council, The General Medical Council, The Royal College of General Practitioners

Pressure groups – these use various forms of advocacy to influence public opinion and policy; they continue to play an important part in the development of political and social systems. Groups vary considerably in size, influence, and motive; some have wide ranging long term social purposes, others are focused and are a response to an immediate issue or concern. Motives for action may be based on a shared political, religious, moral, or commercial position. Groups use varied methods to try to achieve their aims including lobbying, media campaigns, publicity stunts, polls, research, and policy briefings. Some groups are supported by powerful business or political interests and exert considerable influence on the political process, others have few such resources. These range from neighbourhood sized groups to national trusts and can have some impact on the sale of goods and business success within the UK. Larger groups can include Greenpeace, UN, WTO, and the government in power. Smaller groups can include Unions, Local Businesses, and Localised political parties. Keeping them on your side is important. Environmental pressure groups are a major stakeholder in all companies but they have a minor amount of input or sway in the running of a company ethically. There are other ethical concerns that can be attributed to companies working in Britain and abroad that have caused ethical concerns. These can lead to an ethical understanding of your company when it comes to dealing with these companies and may influence business depending on the nature of the business practice. In 2001 Nike pulled out of production in a factory in Cambodia over a child labour scandal, but admits that ending their practice might be difficult. See here for their argument.

Unions – As a pressure group they work from within and there is more than one that needs to be dealt with for example transport drivers are aligned to one Union, production workers to the General Workers Union. As a pressure group they work for fair pay and conditions, failure to comply can lead to industrial action, or strikes, reducing down the ability make or distribute goods. List of trade unions in the United Kingdom Government – Local and National – As a pressure group they can work for or against a company. In terms of support, they can represent, they can fund, they can reward the hiring of certain workers, long term unemployed, disabled etc. They can give tax incentives and advice. Locally they can make it difficult, planning laws, inspections, limitations on working hours or localised support. Corporate social responsibility - A lot of companies declare their corporate social responsibility but with a change on ethics, policy, funding and duty, following your previous responsibility can be at risk. P2.2 – Task 18 - Describe the Voluntary limitations and constraints of marketing and sales a new product or service within the UK. Advertising Standards Authority Advertising Codes of Practice Codes of conduct or practice of professional associations Pressure groups

P2.3 - Limitations and constraints of marketing - Organisational
Conflict with other functional areas, (e.g. production, finance, sales) – Sales is not the only department within a company but they may feel to be the most important. Within any company there will be some tension between what the management want and what can be achieved, putting pressure on other functional areas within a company. When sales increase, the amount of goods made needs to increase to maintain demand, if there is no facility to do this, a company suffers. When finance has spent all the money structuring the production facilities but is not fluid in the next 3 months, this will impact on sales, specifically in the way distributers are funded or banks need their money back. The method of financing may impact on certain departments in the short term until sales increase. Similarly marketing can increase sales but does not know sales as well as sales do. When a company who is successful abroad branches into the UK, certain functional methods do not work the same, certainly certain marketing tools do not function as well. Adapting to new situations has its pitfalls, this is called the Climate of Change.

Organisational culture – This is the values and behaviours that contribute to the unique social and psychological environment of a business. Organisational culture includes an organisation's expectations, experiences, philosophy, and values that hold it together, and is expressed in its self-image, inner workings and dealings with the outside world. It is based on shared attitudes, beliefs, customs, and written and unwritten rules that have been developed over time and are considered valid. Also called corporate culture, it's shown in the ways the organization conducts its business, treats its employees, customers, and the wider community, the extent to which freedom is allowed in decision making, developing new ideas, and personal expression, how power and information flow through its hierarchy, and how committed employees are towards collective objectives. It affects the organisation's productivity and performance, and provides guidelines on customer care and service, product quality and safety, attendance and punctuality, and concern for the environment. It also extends to production- methods, marketing and advertising practices, and to new product creation. Organizational culture is unique for every organization and one of the hardest things to change.

The UK is not like other countries, there are different laws, different Unions, different ways of doing things. Every country has these, France has different working hours where almost all businesses close between 12.30pm and 2pm, some countries in Eastern Europe have goods advertised in 2 currencies, and in the UK we drive on the wrong side of the road. In terms of business practice the laws apply to any business, minimum wage, working hours, health and safety etc. In terms of organisational culture some business vary, Google Fridays, Maundy Days, Baker Days, different public holidays etc. The culture of your company may or may not transfer to the UK, you will have different values, different expectations of staff, of working hours, etc. This can have an impact on business, and anything that has an impact on business practice will have an impact on sales and other functional areas within a company. Certain businesses promote this culture with reward, teachers working late and during holidays, nurses working extra shifts, junior doctors working 18hr sessions, restaurant staff living off tips etc. It is not a legal expectation, just a nuance of the employment. How this impacts on the job varies, job satisfaction makes better employees hut overworked employees get sloppy. P2.3 – Task 19 - Describe the Organisational limitations and constraints of marketing and sales a new product or service within the UK. Conflict with other functional areas Organisational culture

P2.4 - Limitations and constraints of marketing - Ethical
Ethical – Business ethics is the application of ethical values to business behaviour. The topic applies to any aspect of business conduct, from boardroom strategies to how companies treat their suppliers, to sales techniques, to accounting practices and to how they respond to wider issues of social concern such as sustainability. Ethics go beyond the legal requirements for a company and are, therefore, discretionary. Business ethics apply to the conduct of individuals and the conduct of the organisation as a whole. It is about how a company does its business and how it behaves intrinsically. Business ethics is a subject area that has an impact on business activity in the 21st century. Ethical behaviour shows that a business considers the moral dimensions of its activities and how it ought to be acting. This unit examines business ethics and how taking an ethical stance affects businesses both internally and externally, including the effects on stakeholders. It will explore the social implications of business ethics on a wide range of business activities that affect the organisation itself and the external environment. This will include the ethical stance behind topical issues such as whistle blowing, employment practices, advertising to children, environmental awareness and using new technologies such as genetic modification of food. Values could include: Continuous Improvement, Creativity, Customer Satisfaction, Decisiveness, Develop Staff potential, Business Activity Harmony, Innovation, Company, Integrity, Staff Loyalty, Customer Openness, Resourcefulness, Respect for the Individual, Service to Society and Trust, much of what is written on their Mission Statement.

P2.4 - Limitations and constraints of marketing - Ethical
The concept of Professional Ethics is partly comprised of what a professional should or should not do in the work place. It also encompasses a much greater part of the professionals life. If a professional is to have ethics then that person needs to adopt that conduct in all of his dealings. Computer Societies around the world such as the IEEE and national bodies in Australia, Singapore, the UK and other countries have on their websites professional codes of ethics to consider and adopt in the way professionals conduct themselves in and out of the work place. Things that are included are concepts like: professional respect, avoidance of dishonest or fraudulent activity such as plagiarism and the professional development of the individual. Another aspect of this is the enhancement of the profession and the industry within which the professional works. This concerns a professional's conduct and behaviour while carrying out their professional work. This then, is work for the good of the community and mankind. For Instance: Hard sell is forcing the customer to buy goods, negotiating sales, guiding them using techniques towards sales. Companies such as Car Sales, Estate Agents and Mattress shops use hard sell techniques to drive their businesses. This can denude customer care, who does not trust an estate agent. Soft sell is allowing the customer to choose in their own time, to come to their own decisions and make the sale. Using posters, banners and anything too obvious cane be off-putting, especially if the company is selling on behalf of others like a Super Market. This requires less staff and less pressure but does not encourage selling. P2.4 – Task 20 - Describe Business Ethics and how this impacts on the constraints on marketing and sales a new product or service within the UK.

Assessment Tasks – P1, M1, D1 and P2
P1.1 - Task 01 – Identify the two different types of organisations, outline in terms of market segment, business type and product/service who they are and what they do. P1.2 - Task 02 – Based on the two businesses explain what visible Marketing they use, illustrate and annotate with the use of screenshots. M1.1 – Task 03 – Compare the effectiveness of these marketing techniques for your 2 companies. D1.1 - Task 04 – Recommend improvements to the visible marketing techniques in one organisation. P1.2 – Task 05 - Describe how Product as a selling tool can be used as a marketing technique in the promotion of products using your two organisations as examples. M1.2 – Task 06 - Analyse the success or failure as a technique how Product strategies as a selling tool is used as a marketing technique in the promotion of products in two organisations. D1.2 – Task 07 - Recommend improvements to the marketing techniques using Pricing as a technique in one organisation. P1.3 – Task 08 - Describe how Price as a selling tool can be used as a marketing technique in the promotion of products as a selling tool using your businesses as examples. M1.3 – Task 09 - Analyse the success or failure as a technique how Pricing strategies as a selling tool is used as a marketing technique in the promotion of products in two organisations. D1.3 – Task 10 - Recommend improvements to the marketing techniques using Pricing as a technique in one organisation.

Assessment Tasks – P1, M1, D1 and P2
P1.4 – Task 11 - Describe how Place as a selling tool can be used as a marketing techniques in the promotion of products as a selling tool using your businesses as examples. M1.4 – Task 12 - Analyse the success or failure as a technique how Place strategies as a selling tool are used as a marketing techniques in the promotion of products in two organisations. D1.4 – Task 13 - Recommend improvements to the marketing techniques using Place as a technique in one organisation. P1.5 – Task 14 - Describe how Promotion as a selling tool can be used as a marketing techniques in the cycle of products as a selling tool using your businesses as examples. M1.5 – Task 15 - Analyse the success or failure as a technique how Promotion strategies as a selling tool are used as a marketing techniques in the cycle of products in two organisations. D1.5 – Task 16 - Recommend improvements to the marketing techniques using Promotion as a technique in one organisation. P2.1 – Task 17 - Describe the Legal limitations and constraints of marketing and sales a new product or service within the UK. P2.2 – Task 18 - Describe the Voluntary limitations and constraints of marketing and sales a new product or service within the UK. P2.3 – Task 19 - Describe the Organisational limitations and constraints of marketing and sales a new product or service within the UK. P2.4 – Task 20 - Describe Business Ethics and how this impacts on the constraints on marketing and sales a new product or service within the UK.

Unit 03 – Introduction To Marketing Y/502/5411

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Unit 03 – Introduction To Marketing Y/502/5411

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