Marketing Diploma Course – Questions on Unit One Aleksandre Ananiashvili – S12976

Name of student: Aleksandre Ananiashvili

Name of lecture: Marketing Diploma Course
Name of lecturer: Paul Appleton
Date of assignment: 10/11/2008
Assignment Title: Answer the Questions (Unit One)

1. Describe in a hundred or so words how it relates to the understanding

of marketing that you have secured from this unit.

For my opinion, "marketing" is the promotion of products, mainly advertising and

branding. However, the word “marketing” has a wider understanding of the practice and
trading. The marketing is a number of processes for creating, communicating and
delivering value to customers/consumers and for managing customers/consumers
relationships in different ways, which benefits the organization. Marketing is usually
discussed as a creative industry, which contains advertising, distribution and selling. It is
also concerned with the customers’/consumers’ future needs and wants, which is
usually discovered by the market research.
Market research is a process of gathering, recording and analyzing data about
customers/consumers, competitors and the market. It includes helping create a business
plan, launch a new product or service, configure existing products and services, and
expand into new markets. Market research can be used to purchase a product/service,
despite of age, gender, location and income level.
Market research is either primary or secondary. Secondary research involves the
summary collation of existing research. Primary market research is the gathering of data
that does not already exist. It also involves testing such as focus groups, surveys, field
tests, interviews or observation.

2. Select an area you know well (such as a sports club) and determine
the results you imagine a similar approach would obtain.

I really could not understand the exact meaning of this question. However, I think
I have to compare same fields to each other. However, sports club is very good area for
me. As I’m Georgian and I played professional basketball a year ago, I’ll try to describe
the situations in my team as in amateurs as in professionals.

Amateur versus Professionals

When we ask people a question, mainly, we always get different answers with
opposite ideas from all of them and very often, the answers we receive are not what
they really think. In the case study, there was a project, where people were asked about

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Marketing Diploma Course – Questions on Unit One Aleksandre Ananiashvili – S12976

the sense of sight, sound, smell and touch and people had to describe how they
perceive them in Brass Band and Elgar. The descriptions slightly differed from each
other.
The difference I am going to talk is sport and I will try to compare amateurs to
professionals. Who are amateurs or professionals? Amateurs are players/team without
formal training or pay, which is playing just for fun. Professionals are players/team
widely recognized as a reliable source of technique or skill, spent a great time or work in
their field and are ready to play for the highest matches.
The differences between them are a lot. The main is that amateurs are not paid to
play in a team; they always pay their own money for playing in the team whereas
professionals do. Profs get salary for playing in the team. Besides amateurs mainly are
children up to age of 16 and they attend the sport for improving their health. However,
professionals are hard workers, spending most of their time in training and they are
never satisfied by their achievements. Let us take basketball as an example. Amateur
basketball team is always overcrowded like players for 25 to 30 and they are never
serious about their future career, while professional teams consists form 12 to 18 player.
The trainings are always under pressure with very strict discipline and if the team wishes
to remain on crew, they all have to obey the word of the head coach, as it is like a law
and no one against him. Moreover, the most difference that can be seen between them
is that professional match is very interesting for watching while amateur’s game is no
more then boring for watching.

3. Outline the actions that ought to be taken following your analysis in (2)

According to my analysis, the actions that ought to be taken are very simple. As I
described the difference between amateurs and professionals it’s very difficult to change
the behaviors inside the team. Mainly in amateur team the most of the players go there
for improving their health or just for pleasure so it means the order inside the team is not
as strict as it is in the professionals. For my opinion actions that must be taken are that
there is no more then 15 -18 player necessary in a single team. It will already make
some order inside. Besides one or more coaches are used to train the team, because
for only one coach (head coach) it would be impossible to control all of them altogether
in their early ages. Disciple is the main reason of developing the good team and after it
the hard work. As in professionals their attitude on spore is already very different
compared to amateurs. Profs always trying to do their best, training several times a day
during the whole week and always listening to their boss. In professional team one
coach is never enough, because it needs several eyes to see all the mistakes the player
does so for one man it’s really impossible. And besides in both type of team player must
be well behaved itself, and must have to obey some rules if he wishes to play as a team,
because team consists of more then one player and they are all depended onto each
other so if one makes mistake it effects on the whole team.