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Unit Two Business Management
Introduction

Learning Intentions:
We will be able to :
 Outline the marketing function and its relationship
to business objectives and business strategy
 Describe market research processes
Success Criteria
 Use key marketing terminology
 Present an analysis of market research processes
What is Marketing? – An
Introduction

Tony’s Terrific Tables
Tony has decided that he is going to open a business
selling hand-made coffee tables.
In what ways can Tony ‘market’ his tables?
More Than Just Advertising
What is Marketing? – An
Introduction

Marketing is a total system of interacting activities
designed to plan, price, promote and distribute
products to present and potential customers.
What is Marketing? – An
Introduction

Marketing is ‘the process of planning and executing the
conception, pricing, promotion and distribution
of ideas, goods and services to create exchanges that
satisfy individual and organisational objectives’
(American Marketing Association).
The Marketing Function – Relationship to
Objectives and Strategy

A function is an area of management
responsibility.
Objectives refers to goals the business
wishes to achieve.
Strategies are the activities that the business
undertakes to meet their objectives
The Marketing Function – Relationship to
Objectives and Strategy

A business may wish to “increase sales by
10% over 2 years” (objective)
The ‘marketing function’ of a business refers
to the activities (strategies) aimed at
achieving particular objectives in relation to a
good or service (increase sales)
Marketing is NOT just about advertising.
The Marketing Function – Relationship to
Objectives and Strategy

The Marketing Function – Relationship to
Objectives and Strategy
Objective
Increase
Profit

Strategy
Increase
Sales
Marketing
Plan
Finance
Plan
Production
Plan