UNIT 4: MARKETING PRINCIPLES
CONTENT PAGE NO:
INTRODUCTION: MARKETING AND ITS
IMPORTANCE____________________________6
GETTING WORD
OUT_______________________________________________________________ 6
HIGHER
SALES_____________________________________________________________________ 7
COMPANY
REPUTATION_____________________________________________________________ 7
HEALTHY
COMPETITION_____________________________________________________________ 7
CONSIDERATIONS__________________________________________________________________
7
1.1 EXPLAIN THE VARIOUS ELEMENTS OF THE MARKETING
PROCESS_________________________7
1
,ELEMENTS OF MARKETING
PROCESS___________________________________________________ 8
SITUATION
ANALYSIS_______________________________________________________________ 8
PEST ANALYSIS__________________________________________________________________ 8,
9
SWOT
ANALYSIS_________________________________________________________9
MARKETING MIX
DECISIONS__________________________________________________________ 9
IMPLEMENTATION AND
CONTROL_____________________________________________________ 9
ELEMENTS OF MARKETING PROCESS OF TESCO CONTAIN THE
FOLLOWING____________________9
1. ANALYSIS OF THE MARKET AND
ENVIRONMENT______________________________________ 9
2. IDENTIFICATION OF THE MARKETING
TARGET________________________________________ 9
3. SETTING MARKETING
OBJECTIVES_______________________________________________ 9,10
1.2 EVALUATE THE BENEFITS AND COSTS OF A MARKETING ORIENTATION FOR A SELECTED
ORGANIZATION________________________________________________________________ 10
MOST SUCCESSFUL BUSINESSES TAKE A MARKET-ORIENTATED
APPROACH___________________10
EXPLANATION OF MARKETING ORIENTATION________________________________________ 10,
11
THE SHIFT TOWARD MARKETING
ORIENTATION__________________________________________ 11
MARKETING ORIENTATION
COMPONENTS______________________________________________ 11
ADVANTAGES OF MICROSOFT COMPANY BY ADOPTING MARKET ORIENTATION STRATEGY___ 11,
12
2
,MORE FOCUSED
PRODUCTION_______________________________________________________ 12
CONCENTRATED
STRATEGY__________________________________________________________ 12
MARKETING
ADVANTAGES__________________________________________________________ 12
LONG-TERM
PROFITABILITY_________________________________________________________ 12
DISADVANTAGES FOR MICROSOFT BY ADOPTING MARKET ORIENTATION
STRATEGY__________12
CHALLENGES OF QUICKLY RESPONDING TO MARKET
CHANGES____________________________12
DEALING WITH CORPORATE
PERCEPTIONS_____________________________________________ 13
2.1 CARRYING OUT AN ENVIRONMENTAL SCANNING AND EVALUATE HOW THE VARIOUS
FACTORS INFLUENCE MARKETING
DECISIONS___________________________________________________ 13
ORGANISATION: CARPHONE WAREHOUSE [CPW] ____________________________________ 13,
14
PESTEL-
CPW____________________________________________________________14
THE PESTEL ANALYSIS FOR CPW OPERATING IN THE
UK___________________________________14
1. POLITICAL__________________________________________________________________
14
2. ECONOMIC_________________________________________________________________
14
3. SOCIAL____________________________________________________________________ 1
4
4. TECHNOLOGICAL____________________________________________________________ 1
4
5. ENVIRONMENTAL________________________________________________________ 14,1
5
3
, 6. LEGAL_____________________________________________________________________ 1
5
PESTEL, CPW-
UK___________________________________________________________________ 15
MICRO
ENVIRONMENT______________________________________________________________ 15
SWOT ANALYSIS:
CPW_______________________________________________________________ 15
SWOT ANALYSIS OF
CPW_____________________________________________________________ 15
1. STRENGTHS_______________________________________________________________ 15
,16
2. OPPORTUNITIES_____________________________________________________________
_16
3. THREATS___________________________________________________________________
_16
CONSUMER BEHAVIOUR__________________________________________________________ 16,
17
PERCEPTUAL
MAP__________________________________________________________________ 17
2.2 PROPOSE SEGMENTATION CRITERIA FOR DIFFERENT MARKETS TO BE USED FOR YOUR
CHOSEN/ NEW
PRODUCT_____________________________________________________________________ 18
ABOUT THE STP PROCESS?
___________________________________________________________ 18
DEFINITIONS OF SEGMENTATION, TARGETING AND
POSITIONING___________________________19
STP
MODELS____________________________________________________________________ 19,20
HOW TO SEGMENT A
MARKET_________________________________________ 20.21.22.23.24.25
4
CONTENT PAGE NO:
INTRODUCTION: MARKETING AND ITS
IMPORTANCE____________________________6
GETTING WORD
OUT_______________________________________________________________ 6
HIGHER
SALES_____________________________________________________________________ 7
COMPANY
REPUTATION_____________________________________________________________ 7
HEALTHY
COMPETITION_____________________________________________________________ 7
CONSIDERATIONS__________________________________________________________________
7
1.1 EXPLAIN THE VARIOUS ELEMENTS OF THE MARKETING
PROCESS_________________________7
1
,ELEMENTS OF MARKETING
PROCESS___________________________________________________ 8
SITUATION
ANALYSIS_______________________________________________________________ 8
PEST ANALYSIS__________________________________________________________________ 8,
9
SWOT
ANALYSIS_________________________________________________________9
MARKETING MIX
DECISIONS__________________________________________________________ 9
IMPLEMENTATION AND
CONTROL_____________________________________________________ 9
ELEMENTS OF MARKETING PROCESS OF TESCO CONTAIN THE
FOLLOWING____________________9
1. ANALYSIS OF THE MARKET AND
ENVIRONMENT______________________________________ 9
2. IDENTIFICATION OF THE MARKETING
TARGET________________________________________ 9
3. SETTING MARKETING
OBJECTIVES_______________________________________________ 9,10
1.2 EVALUATE THE BENEFITS AND COSTS OF A MARKETING ORIENTATION FOR A SELECTED
ORGANIZATION________________________________________________________________ 10
MOST SUCCESSFUL BUSINESSES TAKE A MARKET-ORIENTATED
APPROACH___________________10
EXPLANATION OF MARKETING ORIENTATION________________________________________ 10,
11
THE SHIFT TOWARD MARKETING
ORIENTATION__________________________________________ 11
MARKETING ORIENTATION
COMPONENTS______________________________________________ 11
ADVANTAGES OF MICROSOFT COMPANY BY ADOPTING MARKET ORIENTATION STRATEGY___ 11,
12
2
,MORE FOCUSED
PRODUCTION_______________________________________________________ 12
CONCENTRATED
STRATEGY__________________________________________________________ 12
MARKETING
ADVANTAGES__________________________________________________________ 12
LONG-TERM
PROFITABILITY_________________________________________________________ 12
DISADVANTAGES FOR MICROSOFT BY ADOPTING MARKET ORIENTATION
STRATEGY__________12
CHALLENGES OF QUICKLY RESPONDING TO MARKET
CHANGES____________________________12
DEALING WITH CORPORATE
PERCEPTIONS_____________________________________________ 13
2.1 CARRYING OUT AN ENVIRONMENTAL SCANNING AND EVALUATE HOW THE VARIOUS
FACTORS INFLUENCE MARKETING
DECISIONS___________________________________________________ 13
ORGANISATION: CARPHONE WAREHOUSE [CPW] ____________________________________ 13,
14
PESTEL-
CPW____________________________________________________________14
THE PESTEL ANALYSIS FOR CPW OPERATING IN THE
UK___________________________________14
1. POLITICAL__________________________________________________________________
14
2. ECONOMIC_________________________________________________________________
14
3. SOCIAL____________________________________________________________________ 1
4
4. TECHNOLOGICAL____________________________________________________________ 1
4
5. ENVIRONMENTAL________________________________________________________ 14,1
5
3
, 6. LEGAL_____________________________________________________________________ 1
5
PESTEL, CPW-
UK___________________________________________________________________ 15
MICRO
ENVIRONMENT______________________________________________________________ 15
SWOT ANALYSIS:
CPW_______________________________________________________________ 15
SWOT ANALYSIS OF
CPW_____________________________________________________________ 15
1. STRENGTHS_______________________________________________________________ 15
,16
2. OPPORTUNITIES_____________________________________________________________
_16
3. THREATS___________________________________________________________________
_16
CONSUMER BEHAVIOUR__________________________________________________________ 16,
17
PERCEPTUAL
MAP__________________________________________________________________ 17
2.2 PROPOSE SEGMENTATION CRITERIA FOR DIFFERENT MARKETS TO BE USED FOR YOUR
CHOSEN/ NEW
PRODUCT_____________________________________________________________________ 18
ABOUT THE STP PROCESS?
___________________________________________________________ 18
DEFINITIONS OF SEGMENTATION, TARGETING AND
POSITIONING___________________________19
STP
MODELS____________________________________________________________________ 19,20
HOW TO SEGMENT A
MARKET_________________________________________ 20.21.22.23.24.25
4
