Marketing

Table of Contents

1. Topic pack - Marketing - introduction
2. 4.1 The role of marketing - notes
3. 4.1 The role of marketing - questions
4. 4.2 Marketing Planning - notes
   1. Marketing planning
   2. The marketing mix
   3. The Total Product Concept
   4. Ethics of marketing
   5. Marketing audit
   6. Porter's five forces
   7. Porter's five forces - activities
   8. Marketing objectives
   9. Market research - introduction
   10. The role of market research
   11. Primary and secondary research
   12. Primary research - information gathering techniques
   13. Observations - case studies
   14. Group-based market research
   15. Market research - summary
   16. Questionnaires
   17. Sampling
   18. Methods of sampling - introduction
   19. Main methods of sampling
   20. Sampling errors
   21. Market segmentation
   22. Consumer Profiles
   23. Types of segments
   24. Demographic segmentation
   25. Psychographic segmentation
   26. Psychographic segmentation - case study
   27. Geographic segmentation
   28. Industrial markets
   29. Targeting
   30. Positioning
   31. Corporate image
   32. Position/perception maps
   33. Unique selling point/proposition USP
   34. Marketing strategies and tactics
   35. Sales forecasting
   36. Qualitative forecasting/data
   37. Forecasting and correlation
   38. Forecasting techniques
   39. Constructing time-series analysis
   40. Moving average
   41. Four point moving average - worked example
   42. Identifying the seasonal variation
5. 4.2 Marketing planning - questions
6. 4.3 Product introduction - notes
7. 4.3 Product - questions
8. 4.3 Product - simulations and activities
9. 4.4 Price - notes
10. 4.4 Price - questions
11. 4.4 Price - simulations and activities
12. 4.4 Promotion - notes
13. 4.5 Promotion - questions
14. 4.6 Place (distribution) - notes
15. 4.7 International marketing - notes
16. 4.7 International marketing - questions
17. 4.8 E-commerce - notes
18. 4.8 E-commerce - questions
19. Printable version

4.2 Marketing Planning - notes

In the previous section we looked at the role, definition and nature of marketing. We now move on to look marketing planning with particular emphasis on the marketing mix, marketing objectives, positioning and market research.

By the end of this section you should be able to:

• Apply the elements of the marketing mix to given situations
• Discuss the effectiveness of a selected marketing mix in achieving marketing objectives
• Construct an appropriate marketing mix for a particular product or firm
• Discuss the ethical issues of what is marketed and how it is marketed: nationally, internationally and across cultures
• Explain the values of a marketing audit as a business tool
• Examine how appropriate the marketing objectives are in achieving the goals of an organisation
• Analyse the role of market research
• Evaluate different methods of market research
• Analyse the usefulness of market segmentation and consumer profiles
• Identify possible target markets
• Apply an appropriate marketing mix to the target market(s)
• Construct a position map from given information
• Discuss how organisations can differentiate themselves and their products from competitors
• Design or evaluate marketing strategies for given situations. Apply an appropriate marketing mix to the strategy

• Discuss the effectiveness of a selected marketing mix in achieving strategic objectives
• Apply Porter's five forces model to classify and analyse competitive pressures in the marketplace
• Evaluate different methods of sampling, for example, quota, random, stratified, cluster and snowballing
• Develop and evaluate strategies designed to change customer perceptions