Question 4 Explain how Britvic might collect and use market research information. Exercise 8 Explain how Britvic might adapt their marketing mix in response to three possible changes in market conditions.
Exercise 6 Exlain marketing theory in relation to each of the 4Ps.
Primary research can be classified as either Quantitative or Qualitative. The factor that can have an influence on customer purchasing power and spending patterns is economic environment. The supplies are one of the important factors, they should be treated like partners because they can take the resources to the producers so that the manufactures can produce goods and these can provide customer value.
Retaliers are businesses whose sales come primarily from retailing. As long as all functions are responsible for the consumers, and they can get the customer satisfaction. An example of a qualitative research can be a group discussion, these are usually done early in the research process and can provide a great deal of information and are usually non statistical and based on customers opinions.
These factors include competitors, customers, distribution channels, suppliers, employees, media, shareholders and the general public.
People refer to employees and other consumers. It is the identification of target customer groups in which customers are formed into groups with similar requirements and buying characteristics Dibb, Qualitative research looking for the answers to the questions why or how people feel which is very difficult, if not impossible, to be found out through a survey or a questionnaire.
And firms have a lot of choices about the price decisions. A successful marketing should give customers the right product, at the right price, available in the right place such as shops and online with the right promotion.
Retailer is anthor distribution channel. The process of market segmentation is how a market is split into different categories for a certain product to get to the correct consumer or business.
Question 3 Explain why market research and the information gathered are important to an organisation like Britvic. By bridging the major time, place, and possession gaps, channel members can also add value. The benefits of segmentation Britvic mean that they do not target the wrong type of customer with the wrong type of product.
So Britvic must be affected by these factors, also, government promotion of healthy life style can affect the organization, people may pay more attention on their healthy drinks and they may rufuse to drink the caebonates and still drinks cause they think it may hurt their bodies.Question 1 Identify three key characteristics of the marketing concept.
‘Marketing concept is a philosophy that an organisation should try to provide products and services that satisfy customer’s needs through a coordinated set of activities that also allows the organisation to achieve its goals’ (Dibb, ).
Definition of marketing concept: Management philosophy according to which a firm's goals can be best achieved through identification and satisfaction of the customers' stated and unstated needs and wants. Three key characteristics of the marketing concept within Britvic are customer value, product quality and marketing research.
Using these three key characteristics of the marketing concept the business grew from a home run business to become the number 2 branded soft drink business in the UK. Marketing concept is when an organisation should try to provide products and services that satisfy customer’s needs.
Customers should be at the centre of all the organisations activities. Putting the customers first allows Britvic to be one of the biggest branded soft drink businesses in UK.
Marketing Britvic Case Study – Assessment 1 1. Britvic Case Study MARKETING CONCEPT A business that has a marketing orientation sees the needs of customers and consumers as vital. As it develops and markets products to meet those demands, certain structural characteristics become apparent in the business.
Free Essay: Question 1 Identify three key characteristics of the marketing concept. ‘Marketing concept is a philosophy that an organisation should try to.Download