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Home Solutions 1.1 explain the various elements of the marketing process
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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
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