OCR Level 2
Cambridge Technicals
in Business
Unit 5:
The Marketing Plan
Introduction
Marketing is an important part of any business,
irrespective of whether the business is big or small.
Making consumers
aware of products
through
promotion
All businesses
need to ensure
that they are…
Making their
products and
services available in
places that are
convenient for the
consumer
Providing
products that
consumers
want
Charging prices
consumers are
willing to pay
Using the 4 Ps
Getting
thelocal
marketing
mix right is just as
…or
small
businesses
important
for large well-known
such
as hairdressers…
Large range
businesses such as Tesco…
of products
Within walking
distance
Offer a range
of styles
Competitive
prices
2715
stores
Adverts in
local press
Choice of prices,
eg own brand
products
Regular TV
and magazine
adverts
The Marketing Plan
The marketing
objectives the
business is trying to
achieve
A description of
what is
happening in
the market
The amount of money
available to spend
on marketing
activities
A typical
marketing
plan will outline:
A summary of
the business’
current situation
How the business
will know if it has
been
successful
An indication of
An identification of
how the business
who the business
reach
But
this all has to be done within a budget, intends
so it is to
important
is trying to reach
them
to make sure that marketing is carefully planned.
Finding out what
consumers want
Marketupon meeting consumers’
Successful marketing relies
research
can be
needs.
Primary Research:
Secondary Research:
done in two
Information obtained
Information that
ways:
first-hand,
eg ausing
else has
This
means
business needs to knowsomeone
what consumers
questionnaires
or be discovered using
obtained,
past sales
want,
which can
marketegresearch.
focus groups
figures or the internet
The Promotional Plan
Promoting
product is
So whena planning
a much
more thanitadvertising,
has
promotion
is importantand
for a
to bebusiness
carefullyto:
planned.
Cost the
promotion
activity
Carry out and
evaluate the
promotion
Choose
appropriate
media for the
promotion
Decide who
the audience
will be
It can be very
expensive, although it
Identify what it
wants to doesn’t
achieve have to be.
by undertaking the
promotion
Decide what
the message
will be
What will you learn?
After you complete this unit you will:
Be able to plan
marketing and
promotion
Understand
marketing
concepts used
by businesses
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