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OCR Level 3
Cambridge Technicals
in Business
Unit 3:
Introduction to
Marketing
Good marketing is at the
heart of every successful
business….
Without effective
marketing a
business will die.
Marketing techniques
Businesses can use different
marketing techniques:
Branding
Developing a
brand profile
Growth
Market penetration,
product development,
market development,
diversification
Relationship marketing
What type of relationship the
company wishes to hold with its
customers. The techniques
devised to deliver this plan.
Market Research
There are two main types of
market research:
Primary
Secondary
First hand, eg
face to face
research
Carried out
indirectly, eg over
the internet
Segmentation and
Targeting
Where does the
product sit, in
which segment?
Target the
market to meet
customer needs
Successful product
The
Marketing
The Marketing
Mix
Mix
Product
Promotion
Direct mail with
samples and
coupons,
sponsorship
Cafes in many
locations,
which are
Place
easy and convenient
for consumers to
access
Relaxing
venues,
Premium
products
Competitive
prices, lower
than key
competitors like
premium coffee
shops
Place
Price
A new strategy for
McDonalds
But this strategy is an example of
how companies can survive long term
by adaptingmade
their marketing strategy
As you can see, McDonalds
to meet the
needs of the current
some radical changes
to their
marketplace.
traditional marketing mix, which
was a risk, as it could have
alienated their traditional customer
base.
What will you learn?
After completing this unit you will:
Understand how
and why customer
groups are
targeted
Be able to develop
a coherent
marketing mix for a
new product or
service
Be able to use
marketing
research and
marketing
planning
Know the role
of marketing in
organisations
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