Make sure that your name, assignment number, page numbers and bibliography are included.
Make sure that your name, assignment number, page numbers and bibliography are included.

Assignment 1 - Helpsheet

Title: Assignment 1 - Marketing Techniques

Part 1

FOR A PASS

You need to write a report introducing how John Lewis and Pent Valley Technology College conduct their marketing: * Describe what is meant by marketing and what products/services both businesses need to market. * Briefly describe the aims of both businesses – make sure you use comment on whether they are private sector aims (survival, growth) or public/ voluntary sector aims (service provision, growth of range of provision, cost limitation, meeting quality standards) * Briefly describe the marketing objectives of both businesses (market leadership, brand awareness, perceptions of customers or users). How do these link to the overall aims? * For both businesses describe the marketing techniques they have used and could have used to market their products (P1). You will need to cover the MAJORITY of the 4 bullets points below. * growth strategies (diversification, product development, market penetration or market development, Ansoff’s Matrix) * survival strategies * branding (importance in influencing buyer behaviour, brand building, positioning, brand extension); * relationship marketing (definition, difference between transactional marketing and relationship marketing, value of lifetime customer)

FOR A MERIT
Compare the marketing techniques used by each business to market their products, by explain the similarities and differences between the marketing techniques used. (M1)

FOR A DISTINCTION
For ONE of your businesses, evaluate how effective you think their use of marketing techniques has been. Justify your answer with reference to the