1.1 explain the various elements of the marketing process

Learning outcomes

On successful completion of

this unit you will:

Assessment Criteria:

LO1

Understand the concept and process of marketing

1.1 explain the various elements of the marketing process

1.2 evaluate the benefits and costs of a marketing

orientation for the business

LO2

Be able to use the concepts of segmentation, targeting and positioning

2.1 show macro and micro environmental factors which influence marketing decisions

2.2 propose segmentation criteria to be used for products in different markets

2.3 choose a targeting strategy for the business

2.4 demonstrate how buyer behaviour will affect marketing activities in different buying situations

2.5 propose new positioning for a selected product/service of the business

LO3

Understand the individual elements of the extended marketing mix

3.1 explain how products are developed to sustain

competitive advantage

3.2 explain how distribution is arranged to provide customer convenience

3.3 explain how prices are set to reflect an organisation’s

objectives and market conditions

3.4 illustrate how promotional activity is integrated to

achieve marketing objectives

3.5 analyse the additional elements of the extended

marketing mix

LO4

Be able to use the marketing

mix in different contexts

4.1 plan and illustrate marketing mixes for two different segments in consumer markets

4.2 illustrate differences in marketing products and services to businesses rather than consumers

4.3 show how and why international marketing differ from domestic marketing