Positive and negative impacts on business image of environmental issues, including:
Positive - Climate change:climate change is also a business opportunity. The low carbon transition creates
opportunities for efficiency, innovation and growth that extend beyond high carbon industries like energy and
transport to all sectors.
Negative- Changing weather patterns may pose the most dramatic risk to business large and small. Emission
control systems can be so expensive that public companies are required to report them as a business cost.
Climate change alters consumer behaviour, to the detriment of some businesses and the befit of others .
Positive- animal testing: animal testing by manufactures seeking to market new products may be used to
establish product safety. In some cases, after considering available alternatives, companies may determine
that animal testing is necessary to ensure the safety of products or ingredient.
Negative- animals go through severe pain during animal just of the assurance that specific products or
ingredients are safe to use on humans, this violates animals rights.
Characteristics of market segmentation, including:
Demographic- demographic segmentation refers to the categorisation of consumers into segments based on
their demographic characteristics, this includes variables such as age, gender, income, education, religion,
nationality etc.
Geographic- geographic segmentation involves segmenting your audience based on the region they live or
work in. This can be done in a variety of ways: grouping customers by the country they live in, or smaller
geographical divisions, from region to city, and right down to postal code.
Psychographic- psychographics is the qualitative methodology of studying consumers based on psychological
characteristics and traits such as values, desires, goals, interests and lifestyle choices. Psychographics in
marketing focus on understanding the customers emotions and values.
The concept of market research- market research is the process of determining the viability of a new service or
products through research conducted directly with potential customers. Market research allows a company to
discover the target market and get opinions and other feedback from consumers about their interest in the
product or service.
Key features of the market reach process, including:
Collecting primary and secondary data
Primary- includes focus group, polls, and surveys
Secondary data- articles, infographics, and white papers, qualitative research
Gives insights into how customers feel and think
Data analysis- surveys, interviews, focus groups, and customer observation.
Elements of the marketing mixProducts- these are the product elements that the customer will use to evaluate and make choices: the
product features, quality level, brand name, styling and packaging.
Product positioning- product positioning is where you product or service fits in the marketplace. It outlines
features that make your product unique and communicates how and why your product is better then the
other products in the marketplace.
Product positioning considerMission, market category, customer pain points, company and product differentiators, brand identity, vision,
product positioning statement.
Product packaging – colours, visual, typography and format. These elements help the consumers to relate to
the brand easily and tend to have a high recall.
The use of technologies to facilitate promotional activities including:
Internet- internet marketing is a form of marketing that uses the internet to deliver promotional messages to
customers through digital channels such as search engines, email, websites and social media.
Mobile devices- mobile marketing is any advertising activity that promotes products and services via mobile
devices.
Phases of the employment cycle.
Development- by consistently encouraging professional development amongst your team, you are helping
skill your team members up, and help provide them with a future career path.
Induction- planning and induction process for new employees is designed to ensure that the new employee
settle into their employment easily to enable them to become effective asap.