Marketing Today (6 Parts)

Synopsis

1: Introduces the marketing mix, with comment by Professor Leslie Rodger of Heriot-Watt University, John Harvey-Jones, Chairman of ICI and Tony McBurnie, Director General of the Institute of Marketing. The case study of Unipart Group Ltd contains an interview with John Neill, Group Managing Director. In the Siebert/Head story, Richard Head, Joint Managing Director, is observed as he appoints a marketing manager for the first time.
2: Informed comment on market research by Aubrey Wilson, industrial marketing consultant, John Harvey-Jones, Professor Leslie Rodger and William Johnson, Managing Director of BIS Marketing Research. In the case study. John Reid, Purchasing Director, Rowntree Mackintosh, and Tony Stead, Director of Planning at J Walter Thompson describe the launch of the Yorkie bar; and JCB’s successful penetration of the French market is analysed in the second case study by Anthony Bamford, Chairman of JCB, Gilbert Johnston, Managing Director, JCB and David Phillips, Director of Corporate Intelligence Group.
3: Looks at the various stages in the development of a new product. Cyril Bleasdale, British Rail’s director of Intercity, describes the conception, development and continuous updating of the High-Speed Train. David Hancock, Managing Director of Apple Computer (UK) Ltd, explains why the Macintosh was deliberately developed as a different and easy-to-use personal computer. Don Knight of Craton Lodge & Knight Group, Leslie Rodger and Tony McBurnie add their comments and opinions.
4: Deals with promotion of all kinds, and looks at the successful above-the-line advertising campaign of Qualcast lawnmowers, described by John Cooper, Qualcast’s Marketing Manager, and Alasdair Fraser of Wight, Collins, Rutherford, Scott. By contrast the case study of Horsell Graphic Industries examines the below-the-line promotions of an industrial company; Judy Robins, its marketing manager, describes the exhibitions, gifts, events and gimmicks it uses. The successful promotion of the Midlands Bank’s Griffin Young Saver’s account is also included. The subject is further developed by John Egan, Chief Executive and Chairman of Jaguar plc, John Perriss, Media Director of Saatchi and Saatchi, Alan Hedges, marketing consultant, and Peter Cooper of CRAM. Anthony Good, Chairman of Good Relations Group plc, describes the role of public relations.
5: A case study following a chain of selling operations from the original industrial sale through to the final sale to the consumer. Eric Palmer, Marketing Manager of United Glass Containers, sells bottles to the exact requirements of Watney, Mann, Truman Brewers. The bottles are then sold on full of Budweiser beer, to a pub, and so to the consumers. In the second case study David O’Donovan, Director - GB, of the Industrial Development Authority - Ireland, describes the selling of Ireland as a site for growing companies. John Lidstone, Deputy Managing Director of Marketing improvements Limited, explains how selling fits into the marketing mix and Alan Bigg and Chris Gater, directors of Christian Brann Ltd, describe the functions of direct marketing.
6: Looks at channels of distribution and efficient physical distribution using case studies of Schweppes Ltd as described by Peter White, Distribution Director, and Penguin Books Ltd, related by Peter Mayer, Chief Executive, Arthur Cotton, Distribution Director, and Patrick White, Group Director. Ray Horsley of the British Institute of Management comments on distribution.

Language

English

Country

Great Britain

Medium

Video; Videocassette. Standard formats. col. 6 x 30 min.

Year of production

1985

Availability

out of distribution; 1998 hire: £195.00 (+VAT +p&p) 1998 sale: £995.00 (+VAT +p&p) set

Documentation

Accompanying leader’s guide.

Uses

Marketing executives involved in training; tutors in marketing and business studies.*

Subjects

Business studies

Keywords

advertising; market research; marketing; product design; sales management

Credits

Director

Tristan Allsop

Writer

Brian Allison; Tristan Allsop

Cast

William Woollard

Sections

Title

This is marketing

Synopsis

1: Introduces the marketing mix, with comment by Professor Leslie Rodger of Heriot-Watt University, John Harvey-Jones, Chairman of ICI and Tony McBurnie, Director General of the Institute of Marketing. The case study of Unipart Group Ltd contains an inter

Title

Know your market

Synopsis

2: Informed comment on market research by Aubrey Wilson, industrial marketing consultant, John Harvey-Jones, Professor Leslie Rodger and William Johnson, Managing Director of BIS Marketing Research. In the case study. John Reid, Purchasing Director, Rownt

Title

Birth of a product

Synopsis

3: Looks at the various stages in the development of a new product. Cyril Bleasdale, British Rail's director of Intercity, describes the conception, development and continuous updating of the High-Speed Train. David Hancock, Managing Director of Apple Com

Title

Does advertising pay?

Synopsis

4: Deals with promotion of all kinds, and looks at the successful above-the-line advertising campaign of Qualcast lawnmowers, described by John Cooper, Qualcast's Marketing Manager, and Alasdair Fraser of Wight, Collins, Rutherford, Scott. By contrast the

Title

Go out and sell

Synopsis

5: A case study following a chain of selling operations from the original industrial sale through to the final sale to the consumer. Eric Palmer, Marketing Manager of United Glass Containers, sells bottles to the exact requirements of Watney, Mann, Truman

Title

New distribution, The

Synopsis

6: Looks at channels of distribution and efficient physical distribution using case studies of Schweppes Ltd as described by Peter White, Distribution Director, and Penguin Books Ltd, related by Peter Mayer, Chief Executive, Arthur Cotton, Distribution Di

Production Company

Name

Marketing Today

Distributor

Name

Melrose Learning Resources

Email

info@videoarts.co.uk

Web

http://www.videoaarts.com External site opens in new window

Phone

020 7400 4800

Address

Elsinore House
77 Fulham Palace Road
Hammersmith
London
W6 8JA

Notes

Ceased distribution (c 2007?) and titles taken into Video Arts collection