Transcript Unit 01 - Work To Do Home page

OCR Cambridge TEC - Level 3
Certificate/Diploma Business
LO1 - Know the role of Marketing in
Organisations
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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.
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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.
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Learning Outcome (LO)
The learner will:
1
2
Know the role of
marketing in
organisations
Be able to use
marketing research
and marketing
planning
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:
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
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
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
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
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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.
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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.
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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.
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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.
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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.
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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.
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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:
Target Audience
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Proposition/Key Element
Implementation
Another terms for this is the 4P’s, an umbrella strategy that covers
a large range of techniques.
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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.
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Product life cycle
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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
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Introduction/Launch:
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Advertising and promotion campaigns
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Target campaign at specific audience?
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Monitor initial sales
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Maximise publicity
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High cost/low sales
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Length of time – type of product
Growth:
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Maturity:
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Scenario
Increased consumer awareness
Sales rise
Revenues increase
Costs - fixed costs/variable costs, profits may be
made
Monitor market – competitors reaction?
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?
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Saturation:
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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:
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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?
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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.
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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.
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Traditional pricing takes into account fixed costs (employee, rent, utilises, delivery, etc.) and variable
costs (profit margin, pricing of the competition, etc.)
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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 (www.kelkoo.com &
www.pricerunner.co.uk) and the ease of looking at different websites.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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
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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
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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.
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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.
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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.
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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?
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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 "directmarketing" 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.
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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 emails, 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
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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.
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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.
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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 email 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.
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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.
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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
Clearly and quickly communicate:
 what the product does
 how it will benefit the user
 key differentiators from competitive offerings
Packaging Why-To-Buy
Statement
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
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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
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
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 1979 - 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.
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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.
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Data Protection Act 1988 - 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
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The Act defines eight principles of information-handling practice:
1.
Personal data shall be processed fairly and lawfully and, in particular, shall not be processed unless conditions are met.
2.
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
3.
Personal data shall be adequate, relevant and not excessive in relation to the purpose or purposes for which they are
processed
4.
Personal data shall be accurate and, where necessary, kept up to date
5.
Personal data processed for any purpose or purposes shall not be kept for longer than is necessary for that purpose or
those purposes
6.
Personal data shall be processed in accordance with the rights of data subjects under this Act
7.
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
8.
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:
1.
fairly and lawfully processed (used)
2.
used for limited purposes
3.
adequate and relevant - only what is needed may be used
4.
accurate
5.
not kept for longer than is necessary
6.
accessible to the individual and able to be corrected or removed where necessary
7.
secure
8.
not transferred to countries without adequate protection.
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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)
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Consumer Protection from Unfair Trading Regulations – Also called the Consumer
Protection (Distance Selling) Regulations 2005. 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
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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:
 http://www.asa.org.uk/asa/ and http://www.cap.org.uk/
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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.
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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
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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.
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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
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professional associations
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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.
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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 productionmethods, marketing and advertising practices, and to new product creation.
Organizational culture is unique for every organization and one of the hardest things
to change.
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
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
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65
Organisational culture
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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.
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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.
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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.
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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.
Scenario
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