1. Unit 3 Introduction to Marketing
Assignment 2
(P3/M2/D2)

2. Assignment 2 Learning Outcomes
All WILL be able to describe how John Lewis use marketing research to contribute to the development of its marketing plans (P3).
All SHOULD be able to explain the limitations of marketing research used to contribute to John Lewis’ marketing plans (M2).
All COULD be able to recommend three ways to improve marketing research for John Lewis’ marketing plan (D2).
Learning Objective: To know how marketing research is used to contribute to marketing plans used in one business

3. Market Research Primary Secondary
Market Research is the systematic and objective collection, analysis and evaluation of information that is intended to assist the marketing process.
Primary
Secondary
Learning Objective: To know how marketing research is used to contribute to marketing plans used in one business

4. Learning Objective: To know how marketing research is used to contribute to marketing plans used in one business

5. Have a go…..
Learning Objective: To know how marketing research is used to contribute to marketing plans used in one business

6. Market Research
Learning Objective: To know how marketing research is used to contribute to marketing plans used in one business

7. What is a Marketing Plan?
A Marketing Plan is a detailed statement of the marketing strategy that will help the business achieve it overall objectives.
Key Purpose – To inform employees what actions will be taken and what part they play.
Why is this important? Can you think of an example?
Learning Objective: To know how marketing research is used to contribute to marketing plans used in one business

8. The Marketing Planning Process
PESTLE audit
SWOT analysis
Setting SMART marketing objectives based on company objectives
Deciding on marketing strategy and tactics
Implementing marketing strategy and tactics (marketing plan)
EVALUATE effectiveness
Learning Objective: To know how marketing research is used to contribute to marketing plans used in one business

9. P E S T L
Learning Objective: To know how marketing research is used to contribute to marketing plans used in one business

10. Learning Objective: To know how marketing research is used to contribute to marketing plans used in one business

11. M2 Limitations
Reliability – would you get the same results from different group? Is it measuring what is claims to measure?
Validity – how accurate is the information?
Costs versus benefits
How reliable is the research that your chosen business conducts?
Learning Objective: To know how marketing research is used to contribute to marketing plans used in one business

12. D2 - Recommendations IDEAS? Ask Specific and Objective Questions
Make the Sample Match the Target
Avoid Self-selection
Use Screening to Make Your Sample Representative
Learning Objective: To know how marketing research is used to contribute to marketing plans used in one business