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Practical Marketing Skills 1

Practical Marketing Skills 1. BTEC Travel and Tourism. Practical Marketing Skills. These two sessions will cover the following marketing skills: Market research & documentation Promotional activities This lesson focuses on market research. Market research.

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Practical Marketing Skills 1

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  1. Practical Marketing Skills 1 BTEC Travel and Tourism

  2. Practical Marketing Skills These two sessions will cover the following marketing skills: • Market research & documentation • Promotional activities This lesson focuses on market research

  3. Market research Market research is to do with collecting information about consumers and the characteristics of markets It involves using surveys, polls, focus groups and other methods to gather information

  4. The purpose of market research • In the end, market research is about improving the marketing efforts of business organisations • It is used in developing new products and services, entering new markets, finding out about competitors and measuring the impact of promotional activities

  5. Some examples of market research So, market research is about collecting useful information in order to improve organisations’ marketing activities. Information can be obtained from at least six different sources:

  6. Information sources 1. Literature search Getting hold of all available material on a particular theme. Material is gathered from: • Internal company information • Relevant trade literature • Newspapers • Magazines • Firms’ annual reports

  7. Information sources 2. Talking to people Useful in the early stages Includes meetings with customers and suppliers It generates opinions and may be unrepresentative of the whole population

  8. Information sources 3. Focus groups These are used to: • Explore ideas and attitudes • Test new approaches • Generate a discussion But they involve a small sample and may not mirror the overall population

  9. Information sources 4. Personal interviews • Produce in depth information • Are carried out face-to-face • Can be very expensive Usually involve the interviewer asking questions from a written questionnaire or from a list of topics

  10. Information sources 5. Telephone surveys • The fastest way of gathering information, especially from large sample sizes • A prepared script is used as with written questionnaires, but a phone survey allows opinions to be tested further

  11. Information sources 6. Postal surveys • Ideal for large sample sizes • If sample covers wide area • Generally cost less than telephone interviews • But take longer to complete • No interviewer, so less chance of personal bias • Unable to probe for more detailed information

  12. Practical Marketing Skills Now go to the Activity to find out more about • Selecting a sample to base research on and • The pros and cons of conducting a written questionnaire

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