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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.

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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

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  • 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