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OCR Level 3 Cambridge Technicals in Business

OCR Level 3 Cambridge Technicals in Business. Introduction to. 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:.

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OCR Level 3 Cambridge Technicals in Business

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  1. OCR Level 3Cambridge Technicalsin Business Introduction to Unit 3: Introduction to Marketing

  2. Good marketing is at the heart of every successful business…. Without effective marketing a business will die.

  3. Marketing techniques Businesses can use different marketing techniques: Relationship marketing What type of relationship the company wishes to hold with its customers. The techniques devised to deliver this plan. Branding Developing a brand profile Growth Market penetration, product development, market development, diversification

  4. 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

  5. Segmentation and Targeting Where does the product sit, in which segment? Target the market to meet customer needs Successful product

  6. The McCafe Marketing Mix The Marketing Mix Relaxing venues, Premium products Direct mail with samples and coupons, sponsorship Place Product Promotion Competitive prices, lower than key competitors like premium coffee shops Cafes in many locations, which are easy and convenient for consumers to access Place Price

  7. A new strategy for McDonalds But this strategy is an example of how companies can survive long term by adapting their marketing strategy to meet the needs of the current marketplace. As you can see, McDonalds made some radical changes to their traditional marketing mix, which was a risk, as it could have alienated their traditional customer base.

  8. What will you learn? After completing this unit you will: Be able to use marketing research and marketing planning Understand how and why customer groups are targeted Know the role of marketing in organisations Be able to develop a coherent marketing mix for a new product or service

  9. Thank you for using this OCR resource. Other OCR resources are available at www.ocr.org.uk To give us feedback on, or ideas about, the OCR resources you have used e-mail resourcesfeedback@ocr.org.uk

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