Unit 2 Marketing Essentials

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Unit 2 Marketing Essentials

Task 1

1.1 Review changing perspectives in marketing planning

1.2 Evaluate an organisation's capability for planning its future marketing activity

1.3 Examine techniques for organisational auditing and for analysing external factors that affect marketing planning

Task 2

2.1 Assess the main barriers to marketing planning

2.2 Examine how organisations may overcome barriers to marketing planning:

Task 3

3.1 Write marketing plan for a product or a service

3.2 Explain why marketing planning is essential in the strategic planning process for an organisation

3.3 Examine techniques for new product development

3.4 Justify recommendations for pricing policy, distribution and communication mix

3.5 Explain how factors affecting the effective implementation of the marketing plan have been taken into account

Task 4

4.1 Explain how ethical issues influence marketing planning

4.2 Analyse examples of how organisations respond to ethical issues

4.3 Analyse examples of consumer ethics and the effect on marketing planning

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