|
By the end of this chapter, you should be able to:
➔ state the elements of a marketing plan
➔ explain the role of market planning
➔ comment on the four Ps of the marketing mix
➔ prepare and analyse an appropriate marketing mix for a particular
product or business
➔ discuss the effectiveness of a marketing mix in achieving marketing objectives
➔ distinguish between target markets and market segments
➔ identify possible target markets and market segments in a given
situation
➔ distinguish between niche market and mass market
➔ analyse how organizations target and segment their market and
create consumer profiles
➔ draw a product position map/perception map and comment on it
➔ explain the importance of having a unique selling point/proposition (USP)
➔ evaluate how organizations can differentiate themselves and their
products from competitors.