Level 3 Sales and Marketing BTEC

This subject is broken down into 42 topics in 8 modules:

  1. Principles of Marketing 6 topics
  2. Sales Environment and Techniques 5 topics
  3. Digital Marketing and Social Media 7 topics
  4. Advertising and Public Relations 6 topics
  5. Marketing Communications and Brand Management 5 topics
  6. Sales Planning and Forecasting 4 topics
  7. International Marketing 5 topics
  8. Service Marketing 4 topics
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  • 8
    modules
  • 42
    topics
  • 15,578
    words of revision content
  • 2+
    hours of audio lessons

This page was last modified on 28 September 2024.

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Sales and Marketing

Principles of Marketing

Marketing concepts and objectives

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Marketing concepts and objectives

Marketing Concepts

  • Needs, Wants and Demand: Understanding the difference is essential. A need is a basic requirement, a want is a specific preference, and demand is when people are willing to pay for their wants.

  • Product, Price, Place and Promotion (4P's): The marketing mix essential for any marketing strategy. Product is what is being sold, price is how much it’s sold for, place is where it’s sold, and promotion is how consumers learn about the product.

  • Market Orientation vs. Product Orientation: Market orientation is a strategy that focuses on meeting customer needs, whereas product orientation focuses on the product itself.

  • Segmentation, Targeting and Positioning (STP): Segmentation involves dividing the market into segments based on customer characteristics. Targeting involves choosing which segments to focus on. Positioning involves deciding how to present the product to those segments.

Marketing Objectives

  • Increase market share: Companies aim to sell more units of their product or service, or increase the number of customers for their product or service, compared to their competitors.

  • Maximise sales or profits: Marketing efforts can aim to increase sales numbers, or to maximise profits either by increasing prices or reducing costs.

  • Improving product awareness: This could be launching a new product, or increasing awareness of existing products.

  • Enhancing customer relationships: This could involve improving customer service, or developing loyalty programs.

Factors Affecting Marketing Objectives

  • External factors: Competitive actions, market trends, and changes in consumer behaviour can all affect the objectives of a marketing strategy.

  • Internal factors: A firm's resources and capabilities, along with corporate objectives and marketing mix decisions, can also affect the marketing objectives.

  • Cultural factors: The cultural context in which a firm operates can significantly impact its marketing strategy. Cultural factors include values, beliefs, norms, customs, and behaviours that are common among the people of a given society.

Understanding these concepts and objectives and how they're interrelated is key to developing a strong marketing strategy.

Course material for Sales and Marketing, module Principles of Marketing, topic Marketing concepts and objectives

Sales and Marketing

Advertising and Public Relations

Public relations concepts and strategies

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Public relations concepts and strategies

Defining Public Relations

  • Public relations (PR) refers to strategic communication processes that build mutually beneficial relations between organisations and their publics. It manages the spread of information between an individual or organisation and the public.

  • Publics are any group of people who share a common interest with an organisation and have the ability to impact its outcomes. This can include internal employees, customers, stakeholders, or the general public.

  • Spin is a form of PR that refers to providing a particular interpretation of an event, the result of which benefits the PR practitioner's organization.

PR Concepts

  • Crisis management is a PR strategy designed to protect an organisation and its stakeholders from threats and to reduce the impact felt by these threats. Immediate, accurate and clear communication is paramount in such scenarios.

  • Press releases are official statements issued to newspapers giving information on a particular matter. They are used to promote something significant and specific, and are often used in combination with a press conference.

  • Corporate Social Responsibility (CSR) refers to how a corporation contributes to societal goals, through ethical business practices or philanthropic outreach programs. PR plays a major role in communicating and promoting these initiatives.

PR Strategies

  • A proactive PR strategy focuses on pre-empting problems or opportunities, by planning and implementing PR activities that will strengthen the organisation’s reputation and reduce its risk of reputational damage.

  • A reactive PR strategy aims to manage and control damage after an event or crisis has occurred. It involves actions such as crisis communication, damage control and rebuilding your organisation's reputation.

  • Publicity stunts are planned events made to gain exposure and get the public's attention. They can be innovative, controversial or humorous in order to garner the interest of the media and public for brand awareness.

  • PR campaigns are strategic and targeted efforts to bring about public understanding and acceptance. A successful PR campaign can help an organisation to build a positive public image, manage its reputation, foster trust, and cultivate relationships.

Course material for Sales and Marketing, module Advertising and Public Relations, topic Public relations concepts and strategies

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