Marketing: An Introdution
F7BX 34
OUTCOME 1+2
Candidate Name: Grade and Class:
Content
Introductions .................................................................................................................. 1 1. Marketing and three key characteristics of the marketing. ........................................ 2
1.1 What is Marketing? ........................................................................................... 2 1.2 What's the use of Marketing? ............................................................................ 2 1.3 Three key characteristics of marketing concept. ............................................... 2 2. Britvic’s micro and macro environment. ................................................................... 3
2.1 Microenvironment............................................................................................. 3 2.2 Britvic’s macro environment............................................................................. 4 3. Market research and the information gathered. ......................................................... 4
3.1 What is Market research? .................................................................................. 4 3.2 Importance of marketing research .................................................................... 4 3.3. Secondary research and primary research ........................................................ 5 4. How Britvic might collect and use market research information. ............................. 5 5. Process of market segmentation and targeting and the benefits of segmentation and targeting to Britvic. ........................................................................................................ 6 6 .Explain marketing theory in Britvic .......................................................................... 7
6.1 Product mix and individual products ................................................................ 7 6.2 Distribution channels ........................................................................................ 8 6.3 Pricing methods ................................................................................................ 9 6.4 Promotional methods ...................................................................................... 10 7. The importance of forces in marketing a service. .................................................... 10 8 Explain of external factors that may affect the Britvic ............................................. 11 Conclusion ................................................................................................................... 12 Reference ..................................................................................................................... 13
Introductions
This report explain marketing and key characteristics， Explain Britvic’s micro and macro environment. Explain why market research and the information gathered are important to an organisation like Britvic. Explain the process of market segmentation and targeting and the benefits of segmentation and targeting to Britvic. Explain marketing theory in relation to each of the 4Ps. Explain the factors that would affect how Britvic might decide on their choice of each of these items.The importance of marketing services.Explain how Britvic might adapt their marketing mix in response to three possible changes in market conditions.
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1. Marketing and three key characteristics of the marketing.
1.1 What is Marketing?
Marketing is the process of creating, distributing, promoting, and pricing goods and services to satisfy customer’s demand at a profit.
By analyzing the needs of the people，then research and develop new products in order to satisfy the customers, whilst we offer the right marketing mix of product, place, price and promotion, the customers get satisfied and good after-services eventually. The organization should offer a set of satisfying product in acceptable price to customers accompanying popularization activities. 1.2 What's the use of Marketing?
If you do not tell anyone, no one will know what you are selling in the end. And nobody will take the initiative to go to your office and tells you what products they want. if you want to sell goods, and make a profit. You have to let people know about your product. and let them know what this product is exactly what they want. The way that you make sure that they do know is through marketing. obvious，most firms understand the need for marketing but most really don’t understand what it is. In simple terms, is the production to consumption, through marketing. Marketing is not the same as advertising or sales, is a very complicated science. is not a simple advertising or sales.
1.3 Three key characteristics of marketing concept.
Needs, wants and demands are a part of basic marketing principles.
Needs are the basic requirements of human being, Such as food, clothing and housing. Without them, people will not survive. Meet people's basic needs can bring a lot of customers. For example, Britvic provide affordable source of Vitamin C for customer during the Great Depression in the UK.
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Wants are people in order to live comfortable and special requirements are put forward. such as computers, mobile phones or car. For example, in order to attract older customers, Britvic plan to launch a Tango variant called Tango Clear with no added sugar to satisfy needs and wants.
Demands are wants backed up by the ability to pay. Demand refers to how much of a product or service is desired by buyers at various process. The quantity demanded is the amount of a product people are willing to buy at a certain price; the relationship between price and quantity demanded is known as the demand. Health awareness has driven demand within the soft drinks market since 2000 both from consumers and at government level. Indulgence, Younger generations drink more purchased soft drinks macro environment. than previous generations and fewer hot drinks.
Marketing concept is a philosophy that an organization should try to satisfy customers’ needs through a coordinated set of activities that also allows the organization to achieve it goal.
2. Britvic’s micro and macro environment.
2.1 Microenvironment
The Microenvironment can be defined as the forces close-related to the company and have an influence on their customers. It includes suppliers, customers, distributors and competitors.
For Britvic, their biggest competitor is Coca-Cola Enterprise Ltd. In addition, distributors also play an important role in this case, because Britvic supplies a wide range of products to approximately 200000 outlets across the county. during the Great Depression many of poorest customers needed an affordable source of Vitamin C; Ralph Chapman found a way to bottle fruit juices in order to stay fresh for longer without the addition of preservatives.
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市场学1+2
