Activity 1

1. A company profile (the organisation’s image and culture) can be useful when determining market
thrust or target markets. Why is this and how can this be of assistance? (100 words)
Ans:- part 1 page 4

2. In order to understand your market you will need to build a company profile by finding and analysing
answers to questions.

Explain how you would find answers to each of these twelve questions (dot points or one-sentence answers;
each answer should not exceed 50 words):

a. How long has the company been running for?

b. Is the company physically separated over a number of sites?

c. How many staff does the company employ?

d. What is the age range of the staff?

e. Are they mainly full-time, or do some work casual or part-time?

f. Do employees in the organisation work a lot of overtime or, is this discouraged?

g. How do they communicate internally; face-to-face or through email and an intranet system?

h. How is the company structured; is there a hierarchical structure or is the company non-hierarchical?

i. What are the work ethics/ values promoted within the organisation?

j. Does the business utilise the latest technology and marketing approaches, or do they tend to use
more traditional approaches?

k. What sets them apart from their competitors—what is your point of difference?

l. How are they perceived by the marketplace (eg youthful, prestigious, respected, ethical,
environmentally supportive)?

Ans:- part1 pg 5

3. How would the answers contribute toward understanding the company’s market thrust? (50 words)

Ans:-part 1 pg 4

4. Complete the table with six more questions that could be asked. State why they are important.

Question Reason for asking

5. In 50 words, explain how market segmentation can be applied to market research.

Ans:- Part 1 page 9

Activity 2
1. Before you can effectively forecast a market, what information on current and past market
performance do you need to collect and evaluate? State at least 10 pieces of information.
 Market share
 Current sales and profitability
 Customer suggestions and feedback
 Supplier feedback

 product/ service production time and costs

 product/ service faults (variation)

 Analysis of production and productivity
 Product returns and repairs
 Current market demographics
 Market coverage
Ans:- part 1 pg 11
2. How can previous marketing activities be investigated? (50—100 words)

Previous marketing activities can be investigated by surveying and grouping a database in order to
distinguish successful marketing campaigns that are related to specific products. What and how much
quantity of information are to be saved and how much information can be collected, how much data can
the organization system process and time required for processing, how the information can made to be
useful, identifying the tools useful in analysing the information, decisions that are related to your analysis,
who will manage and control the database and who shall have that access.

Ans:- part1 pg12

Activity 3
1. What is the meaning of the acronym SWOT? How can it assist with business planning? (50
words)
 SWOT stands for strength, weakness, opportunity and threats that lie within an organization.
Strength and opportunities are the favourable conditions whereas weaknesses and threats are
the unfavourable conditions impacting the organizational performances.
With SWOT analysis a business will be able to review its marketing performances. Further helps
in identifying the opportunities for growth and development and mitigates the possible threats
that blocks the organizational activities.

Ans:- part 1 pg 19
2. In one to two sentences, explain how SWOT analyses assist with the identification of critical success
factors.

Once strength is identified, they can be built on. Weaknesses hampering the organizational activities
can be addressed out. Strategies are formulated to grab the opportunities and mitigate the threats
affecting the business activities. These are all possible with proper study of SWOT analyses.

Ans:- part 1 pg 19
3. Why is identification of successes a critical aspect of market research? (50 words)
4. Complete the SWOT analysis table for an organisation in your industry.(Part1 page 20)

Strengths Weaknesses
 Unique taste  Low profits
 Quality and branded products  Limited product availability

Opportunities Threats
 New market  High competition
 Product Development  Negative reviews

Activity 4
1. List at least six capabilities and resources that are required when collecting and analysing
information on the internal business environment.
 Human Resources
 Financial Resources
 Level of Technology
 Distribution channel
 E-business
 Communication
Ans:- Part1 Pg 22
2.Think about an organisation you are familiar with. Consider the organisation’s current capabilities and
resources. Identify any areas where you consider they are not being utilised in the most effective manner
with regard to market thrust, or where improvements could be made.

In 100 words, explain your opinion and make suggestions as to how the organisation’s capabilities and
resources could be more effectively used. Give examples of processes or situations that could be improved.

Ans:-

3. In one to two sentences, state what kind of specialist assistance might be required when collecting and
analysing information on the internal business environment.

Ans:- part 1 pg23

Activity 5

1. What market research information should be recorded? (100 words)

The information related to research brief, narrative and scope should be recorded. The
possible outcomes and goals of the research. Personnel that are involved in conducting
the research. The possible and fruitful methods are to be used in gathering the data and
analysing the data. Research statistics, figures and reports. The required data that are to
be communicated and the time frame of communicating the data. The information
regarding the outcomes of the research and its application to sales and marketing
activities are to be recorded. Also, required all costs and other resources used or
associated with the research must be recorded.

Ans:- part1 pg 25

2. Describe, in detail, the report formats you would use when presenting research results for different
circumstances

(100 words).

Ans:- part1 pg 25
Activity 6
1. Why should scanning of the external environment be incorporated into market research programs?
(100 words)
Scanning can be defined as a process by which organization monitor their relevant environment to
identify opportunities and threats affecting their business for the purpose of taking strategic
decisions.
It is a continuous process that helps to evaluate the long term strategic plan that will be aligned
with future business conditions. Also supports in analysing environment to detect the emerging
trend in the environment. It helps prepare an organization to exploit the business opportunities and
assists in preparing scenarios and to adjust with changes.
Ans:-part 2 Pg14
2. What areas of concern should be included in environmental scanning procedures? (100—150 words)

The following areas of concern should be included in environmental scanning procedures.

 a) Political Legal Variables:Political variables refers to the government actions that affect the
operation of the business. Political ideas, philosophy, principles, constitution, laws, political
parties are its basic components.
b) Socio-Cultural Variables: It is the sum of all cultural elements that the business’s operation. The
norms, values, language, belief, attitude, behaviour forces that alter demand patterns and
market dynamics.
c) Economic Variables: It refers to the nature and direction of the economy in which a firm
competes or may compete. A firm seek to compete in stable economy with strong potential
growth. Economic system, policies, conditions are the major components of economic variables.
d) Environmental Impact: This refers to the issues/problems or trends that might affect the
availability of the resources required in the performances of the business activities.

Ans:-part 2 Pg13
3. Complete the table; in your own words, write a general description as well as the risk for factors for both
the growth and decline stage. (ans:- Part 2 P5)

Stage Description Risk factors

Growth New taste and improved Heavy promotional
quality of products methods
Decline Decrease in sales price Decrease the price to stay
leads to lower profits. competitive

Activity 7
1. Why is it necessary to incorporate examination of changes in population, economic activity and
the labour force into a market research program?
People are most likely to purchase new products and services. The needs of people change as
per their age resulting change in their purchasing habits as well. All same products are not
suitable and popular among all age groups. People of employable age have more spending
power and intentions. So, business need to have proper understanding regarding change in
population for market research.
Any action involving production, distribution or consumption of products or services is an
economic activity. The general state of economy- rapid growth, slow growth, recession,
influences the willingness of consumers and businesses to take on credit and spend.

Ans:-part 2 Pg6

2. List four other examples of external changes that might affect the marketing of an organisation’s
products/ services.

 Economic factors
  Political instability

 Level of technological change

 Availability of creditors/Financial Institutions

Ans:-part 2 Pg2

Activity 8
Explain comparative and competitive analysis. How are they used? (50—100 words)

Comparative analysis is the process of comparing an organization’s products or services with the
products available in the marketplace that are similar in function, size, shape, price etc. Whereas,
competitive analysis is the process of evaluating organization’s performance against its competitors.

Comparative analysis is used identifying the competitive position and operating results of an
organization over a specific period of time. Competitive analysis is based on identifying the competitors
available in the market, recognizing their strengths and weaknesses, what are their plans and actions on
the particular fields.

Ans:-part 2 Pg8

Activity 9
1. What is a forecast and why is it necessary? (30—50 words)
Forecast is the estimated actions or plans prepared in advance to make predictions or
statements regarding possible future trends or conditions based on past and present scenarios.
Forecast helps in providing relevant and reliable information about the past and present events
and likely future events. It is the basis for making planning premises and gives confidence for
making correct decisions.
Ans:-part 2 Pg14

2. Explain the link between technology and new and emerging markets. How does it contribute to the
processes used by organisations to identify new markets? (200—250 words)

Ans:-part 2 Pg15

Activity 10

1. Why do you need to understand the legal and ethical constraints that apply to a business
when you develop marketing strategies? (75—100 words)
Legal constraints are law that have to be followed and taken into consideration. Ethics
generally means working within accepted norms and values without offending anyone.
 When an organization works within the legal and ethical constraints, customers have
more value and positive attitude towards it and its products and services. Good image is
build up in the minds of customers, employees, stakeholders and society.

Ans:- Part2 P16-20

2. What sustainable practices can be put in place to address environmental concerns? (50 words)

Ans:- part2 P21

Activity 11
1. Explain/ outline the format you would commonly use to present comparative research data on
behalf of an organisation you are familiar with. Why is this considered to be the best
presentation method? (50 words)
Ans:- Part2 P23

2. In one to two sentences, state to whom you would submit these reports.

Ans:- part2 P22

Activity 12
1. State three of the most common ways in which opportunities can be analysed based on internal
and external market analysis.
 SWOT Analysis
 PEST Analysis
 Five Forces Analysis
Ans:- part3 P2
2. Describe what a PEST analysis is and when it might be the best tool to use in a marketing audit (100
—150 words).

Ans:- Part3 P3

3. What is Porter’s Five Forces tool (or five forces analysis) and when is it best used? (100 words)

Porter's Five Forces is a business analysis model that helps to explain why various industries are able
to sustain different levels of profitability. It is a model that analyses five competitive forces that
shape every industry and helps determine an industry's weaknesses and strengths. The five forces
are competitive rivalry, bargaining power of customers, bargaining power of suppliers, threat of new
entrants and threat of new substitute.

It is useful both in understanding the strength of an organisation’s current competitive position, and
the strength of a position that an organisation may look to move into. Analysts often use these forces
to recognize whether new products or services are potentially profitable or not. By understanding
where power lies, the theory can also be used to identify areas of strength, to improve weaknesses
and to avoid mistakes.
Ans:- Part3 P3

4. Read each of the following generic factors. Tick the appropriate column in the SWOT table to indicate
whether each factor is a strength, weakness, opportunity, or threat.
Factors S W O T
Affordable product
Capitalise on product being environmentally Activity
13
friendly
Competitors entering the market
Customer base seeing the product or service as a
fad
Distribution only through stores—no local
affiliation
Distribution through large retail chain
Experience in market
Good financial position
Good management capability
Good technical capability
Increase sales by improving relationship with local
suppliers above competitors
Large customer base

Laws prohibiting the use of product on public

walkways
Legislation introduced resulting in increase in
overall cost to buyers
Look at setting up customer service base in
Australia and improve customer service above
that of competitor
Manufacturing new and innovative recreation
equipment
No patent
Not Australian made—no shopfront, no local base
for customer service, distribution only through
retail chains
Poor marketing compared with competitors (no
website, no customer service centre)
Poor promotion (only through catalogues)
Poor quality control
Positive staff attitude
Product quality not as good as competitor
Product still in growth phase
Reputation—not seen as leader in the market
Slowing economy
Strengthen relationship with government to
improve safety image of the product or service
 1. In one to two sentences, state how you can proactively seek and evaluate innovative
marketing opportunities.
• We need to examine what the best companies are doing both in your own
industry as well as others.
• Also, we need to evaluate what we can do in the similar way to create the
market opportunity.
Ans:- Part3 P6

2. Why do you need to know who your competitors are and what they do (50—100 words)?

Competitor is any person or entity which is a rival against another. In business, a company in the
same industry or a similar industry which offers a similar product or service.

Products, services and marketing gets perfect and standard knowing who the competitors are and
what they are offering in the market that attracts large number of customers. Studying the
competitors actions enable to respond to marketing campaigns with your own initiatives. Study of
competitors actions create marketing strategies that take advantage of your competitors'
weaknesses, and improve your own business performance. You can also assess any threats posed by
both new entrants to your market and current competitors.

Ans:-

3. Why is it important to take advantage of new technologies and media (100—150 words)?

Ans:- Part3 P8

Activity 14
1. How can you develop marketing strategies to ensure that they are consistent with the direction
and values of the organisation (125—150 words)?
Ans:- The business goals and sound reputation of any organization depend highly upon well
developed marketing strategies, which affects a lot in the way you run your entire business and
hence, they should be planned and developed through great teamwork. Some measures for
developing effective marketing strategies are listed below to help in setting the overall direction and
goals for the marketing of an organization:
 Identifying business goals like providing detail information on your production and services, selling
large quantity products from a specific supplier, reaching a new customer segment is an essential
way of making a new marketing strategy. A simple criteria for goal-setting is the SMART method:

Specific — state clearly what you want to achieve

Measurable — set tangible measures so you can measure your results
Achievable — set objectives that are within your capacity and budget
Relevant — set objectives that will help you improve particular aspects of your business
Time-bound — set objectives you can achieve within the time you need them.

 There should be specific marketing goals like selling more existing products to existing customers or to new
target markets. The overall strategies should be practical and measurable. They should also consider the external
market changes due to a new competitor or new technology, or if your products substantially change.
 Gathering valuable information on marketing regarding its size, growth, social trends and demographics
(population statistics such as age, gender and family type) also plays a vital role in carrying out effective marketing
strategies.
Ref: www.business.qld.gov.au
Part3 P12

2. What marketing activities should be used when getting a product off the drawing board and into the
hands of the customer (100 words)?

Answer: There are several marketing activities which can be utilized while getting a product off the drawing board

and into the hands of the consumers. These may include as follows:

 Identifying the markets and gathering valuable information on different marketing products and

services

 Creating quality products and services in a way that could meet the customers’ needs and

satisfaction

 Utilizing various tools to collect, collate and analyse customer feedback which may be through

live chats, short customer surveys and social media regarding their experience with products and

services

 Proper pricing of products to meet customer expectations and perceptions of value for money

 Creating awareness about products among the customers through public relations, advertising,

marketing communications and so on

 Exchanging products and services for money or other remuneration through effective

distribution procedures.
Ans:- Part3 p10

Activity 15
1. Why should you develop strategies in consultation with key stakeholders (100 words)?
Answer: Key stakeholders are people who are affected by your work, who have influence or power
over it, or have an interest in its successful or unsuccessful conclusion. They are a subset of
stakeholders who have power to prevent the project from achieving its full set of objectives and
potentially may cause the project to fail.
Some examples of key stakeholders are creditors, directors, employees, government (and its
agencies), owners (shareholders), suppliers, unions, and the community from which the business
draws its resources.
Consultation enables us to identify and monitor trends, challenges and perceptions over time with
specific groups of stakeholders. It therefore helps us to:
 Identify and track needs and expectations
 Identify and track perceptions and attitudes
  Provide feedback on specific planned developments
 Evaluate implementations and actions
 Establish the brand values and positioning of the corporation as seen by others
The internal and external stakeholder contribution can be vital to the effective allocation of
resources, the success of individual developments, and the longer-term success and direction of the
corporation.

Reference: b2binternational.com/ Carol-Ann Morgan

Ans:- Part3 P17

2. State the top five stakeholders that you think will be key in developing marketing strategies with,
ensuring that legal, ethical and sustainability considerations are also integrated.

Answer: A key stakeholder is anyone who is affected by your work, who has influence or power over it, or

have an interest in its successful or unsuccessful conclusion. Some of the top five stakeholders who will be a

key in innovating marketing strategies are listed below:

 business partners
 customers
 shareholders
 suppliers
 competitors

Ans:- part3 P17

Activity 16
When formulating a marketing plan, the priorities, responsibilities, timelines and budgets need to be
clearly communicated. Discuss why this is necessary and how this can be achieved (250 words).

Answer: There are many reasons why a marketing team need to clearly communicate the priorities,
responsibilities, timelines and budgets while formulating a marketing plan.

Just as you need to make strategic business decisions around where to allocate resources for other
aspects in your business—from technology, to equipment, to hiring and staffing—you must determine
how to spend your marketing resources as well. To effectively use your company’s resources when it
comes to marketing and to achieve measurable marketing results, you need to set your marketing
priorities which may include clarifying your business goals, understanding what marketing can achieve,
understanding marketing timelines, ranking your priorities, etc. Similarly, different responsibilities
should be considered for making effective marketing plan as follows:

 Set specific marketing goals.

 Design and implement marketing strategies aligned with business targets.

 Develop digital campaigns to increase web traffic.

 Analyze sales and marketing metrics.

 Forecast market trends.

 Research market to identify new opportunities.

Likewise, timelines allow your team to see a full overview of which marketing activities are coming
up. They allow you to plan your work, then work your plan. Planning ahead can mean the difference
between a well-executed project and one that is thrown together haphazardly. Finally, they help
keep all of your marketing tasks on track. These brief overviews can show each member of your
marketing team at a glance what they need to get done for a specific project and more importantly
when it is due. That means less stress and fewer missed deadlines. Comparatively, a marketing
budget ensures that you are staying on target with estimated costs vs. the actual costs. Everyone
has heard the phrase “You have to spend money to make money.” However many companies tend
to under spend on marketing, thinking that by not spending they are saving. Your marketing
budget will include all of the prices that you expect to pay for each type of advertising you do. This
would include printed materials, website development and ongoing maintenance and search engine
optimization. It would also include radio and commercials, trade shows, advertisements in
newspapers and other publications, mailings, etc.

Ans:- Part4 P 2-9

Activity 17
 State the different types of colleagues that you will need to provide timely opportunities to in
order for them to contribute effectively to the marketing plan (100—150 words).

Answer: There are numerous colleagues that that we will need to provide timely opportunities to in
order for them to contribute effectively to the marketing plan. Relevant personnel performing specific
marketing functions include:

1. Graphic designers and artists - They are professionals within the graphic design and graphic
arts industry who assemble together images, typography, or motion graphics to create a piece of
 design. Graphic designs help in good marketing plan by enhancing sales, establishing company
name, building goodwill in the market, conveying a brand message, uniting the employees,
encouraging professionalism, persuading your customers to think about your business and though
readability of content.

2. Desktop publishers - They use publishing software to create various documents and products,
including financial reports, business proposals, books, newspapers, newsletters, packaging,
tickets, and business cards. They format and combine text, numerical data, photographs,
illustrations, charts, and other visual elements. Some common desktop publishing programs
include Frame Maker, PageMaker, In Design, and GeoPublish.

3. Administrators - They are responsible with communicating with a variety of people every day.
This may include staff, management, vendors, media, and customers. Their communications will
vary, but generally Marketing Administrators are tasked with supplying information and promoting
a positive public image department.

4. Marketing specialists –They help develop, execute, and monitor marketing programs across a
variety of channels. Their work includes researching the market, analysing trends to help define
the organization's marketing strategy, and providing advice as to how to best reach the target
market.

5. Sign writers – They design, manufacture and paint signs for displays, buildings, hoardings, boats,
vehicles and structures and perform the following tasks such as talking to clients to find out their
requirements, provide miniature sketches if required, select suitable materials for signage such as
timber, plastic, metal or glass, prepare surfaces.

6. External consultants - They can be an individual brought into a project to provide professional,
independent and expert advice or services for a particular field, hired to give professional advice
or services for a fee, may be written into the budget of a grant and are generally never an
employee of the hiring institution.

Ans:- Part4 P 11

Activity 18
 How should marketing plans be submitted (75 words)?
Answer: Marketing plans take a considerable time to prepare and write. The needs of your organization
will need to be determined and one way of finding out more about your business is to do a self-audit. It
might only be necessary to audit a part of your marketing organization but some things to consider
could be whether you have looked at:

Marketing environment.

Marketing strategy.

Marketing organisation.

Marketing systems.

Marketing productivity.

Marketing function.

Ans:- Part4 P 12

Activity 19

1. Explain the process of implementing and monitoring marketing activities (50 words).
Answer: The implementation and control of marketing plans - is a process which should ensure the
achievement of the strategic objectives adopted by the company. A special role in this process plays a
function of organizing and directing people. The process of implementing and monitoring marketing
activities can be categorizes as:

 Set the right expectations.

 Build the team and secure resources.

 Communicate the plan.

 Build out timeline and tasks.

 Set up a dashboard for tracking success.

 Monitor and check-in regularly.

 Be willing to adapt.
  Communicate results and celebrate success!

Ans:- Part5 P 2-9

2. How can marketing performance be monitored in organisations? Explain the steps, and make a list of the
performance areas that are usually measured (100 words).

Answer: The methods of monitoring marketing performance in organisations are:

 Set clear business objectives.

 Identify your target segments.

 Establish your main KPIs.

 Choose the right digital marketing tools.

 Take actionable steps based on your stats.

 Measuring the performance of your digital marketing strategies is a must.

Organizations use various methods to evaluate marketing key performance indicators (KPIs) or metrics.
Marketing Performance Measurement, Marketing Performance Management, Marketing Return on
Investment (ROI), Return on Marketing Investment (ROMI), and Accountable Marketing are all metrics
that companies use to connect marketing performance to the financial performance of the organization.

In order for marketing KPIs to be integrated within the business and management of the enterprise, and
ensure consistency and reliability across the marketing mix, they must meet these minimum
requirements:

 Measure marketing outcomes from the consumers’ points of view

 Include all marketing activities

 Be repeated over time

 Meet statistical and technical criteria required of all measurement systems

Ans:- Part5 P4
Activity 20
 How should you produce marketing reports (50—100 words)?

Answer: Your marketing strategy report can determine whether your company continues with an
existing strategy or switches to another one. Your report has to address company performance under
the subject strategy and whether the strategy has been effective in achieving company objectives. Your
analysis of the strategy itself, and of how the company implemented it, presents guidance for future
strategic planning.

In a report, different factors can be addressed such as market environment, macro-environment,

micro-environment political ,economic, social, technological, legal factors, ecological,

markets, customers, competitors, distribution and dealers , suppliers, outsourced
agencies, factors, comment, marketing strategy, mission, objectives and goals, issues/
problems, structure, functional efficiency, interdepartmental efficiency, marketing
systems, information, planning, control, new product/ ideas, marketing productivity,
profitability analysis, cost-effectiveness analysis ,marketing function, products, price,
distribution, promotion, advertising, publicity, sales, audits, strategies,
recommendations, lessons.

The marketing reports can be prepared in the following steps:

1. Map Out a Table of Contents.

 2. Write an Executive Summary (Includes Template)

3. Write a Mission Statement.

4. Figure Out Your Goals.

5. Establish Content Standards of Performance.

6. Determine Core Competencies.

7. Do a SWOT Analysis.

8. Connect Your Message to Your Target Market.

Ans:- Part5 P 5-6

Activity 21
1. Who might you need to share information with, internally, regarding marketing activities (30—50
words)?
Answer: The information on marketing activities should be provided to the following people of an
organization:

The board of directors- The board is ultimately responsible for the organization’s performance and so
must approve any changes to operations. They must also be kept informed as the changes are introduced.

The owners- Like the board of directors, they are concerned with the viability of the organization as a whole
and should be advised of all major changes to operations.

Managers - If the organization were entering a new market for an existing product then this might not cause
any changes to the operations of the stores department, but the store manager would need to be advised to
plan for increased turnover of that product.

Marketing personnel - They are responsible for identifying and developing new marketing opportunities
and when an opportunity is taken they must develop a campaign to allow the organization to successfully
enter the new market.
 Finance staff - They need to be fully informed as changes are implemented so that they can monitor the
financial aspects and ensure that the budget is adhered to.

Production staff - Organizations which manufacture their own products must advise and train their
production staff to ensure that new products and extra volumes of existing products can be made in the
quantities required and that quality is maintained.

Human resources staff - HR staff are responsible to ensure that there are adequate personnel to
implement the change and that they are properly trained.

Supervisors – They are directly responsible for the quantity and quality of work produced by their sections
and so must be fully briefed on any changes which are planned.

Ans:- Part5 P10

2. Why should you share information regarding marketing activities with them (75—100 words)?

Answer:

Ans:- Pa5 P9

3. In one to two sentences, explain how information on marketing activities can be shared with operational
staff.

Answer: The marketing information can be shared with the operational staff by explaining the proposal, its
benefits and its risks to others in the business so that they are all across this information. This could be done
in a meeting, a memo or both.

Ans:- Pa5 P9

Activity 22
 Consider an organisation you know well. Identify and document any areas in the organisation
where you consider that marketing performance requires improvement.

Complete the table, addressing these questions:

 1. Why do you consider these improvements to be necessary?

2. Suggest strategies for improvement.

3. How will your strategies improve performance?

4. What will it cost to make these improvements?

5. What will it cost if the improvements are not made?

6. What procedures would you follow to introduce these improvements?

7. How would the implementation and ongoing performance of the improvement be

monitored?

Area/s in need of improvement

Reasons for improvement

Strategies

Expected results of new strategies

Improvement costs

Cost of not making improvement

Procedures to be followed

Monitoring processes

Activity 23
 How can one make adjustments according to evaluation (75—100 words)?

Ans:-P6 Pg5

Activity 24
 How should you communicate when implementing agreed changes (100—150 words)?

Ans:- P6 Pg7

Question 1
 In 200 words, discuss data collection tools and research methodologies of particular relevance
to marketing.
 Ans:- Part1 Pg18

Question 2
 In 300—350 words, discuss:
o marketing planning techniques and formats

o key features of a marketing plan

ans:-Part3 Pg15-16, Part 4 Pg7

Question 3
 In 200 words, explain how to collect and analyse information on internal and external issues that
impact on marketing planning.

Ans:- Part 1

Question 4
 In 200 words, discuss internal capabilities and resource considerations.

Ans:- Part1 Pg22

Question 5
 In 200—250 words, discuss comparative market information relevant to marketing strategies
including:

o benchmarking

o best practice information

o competitor information

ans:- Part 2 Pg9-12

Question 6
 In 200 words, discuss industry marketing and distribution networks relevant to your
organisation.

Ans:-

Question 7
 In 200 words, discuss new and innovative marketing strategies as well as any current and
emerging marketing technologies relevant to your industry.

Ans:- Part 2 Pg15

Question 8
 In 100—150 words, discuss the various legal issues that impact on marketing activities.

Ans:-Part2 Pg16-21

Question 9
  In 100—150 words, discuss ethical considerations for marketing.

 Ans:-Part2 Pg20-21

Question 10
 In 100—150 words, discuss sustainability considerations, opportunities and constraints for
marketing relevant to your industry.

Project 1
 Your organisation believes that it is necessary to expand into new market areas. You have been
asked to conduct appropriate research to determine the feasibility of doing so.

Explain and report on the procedures that would be followed to research the market, identify
potential customers and discover the potential customer’s needs, wants, expectations and buying
intentions. Consider both primary and secondary data sources plus environmental scanning.

Your report should be 2,000 words.

Consider these questions as you write your report:

1. How would you ensure reliability and accuracy of the data you collect?

2. How would you collect customer information and how would it be processed?

3. Give examples of the data that might be collected and the procedures you would use to
analyse it.

4. Explain the link between customer needs, wants and expectations and product/ service
design.

5. How would your research address this issue?

6. Having collected and analysed the data what would be the next step?

7. What records would you need to keep and how might they be valuable?

8. How would you go about developing your marketing plans and strategies, and who
would be involved?

9. Having developed and implemented marketing strategies, how would these be

monitored and what aspects of them would be measured?