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Unit 4 Marketing Strategic Concepts of Starbucks - Level 4 Diploma in business

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Program: Diploma in Business

Unit Name: Unit 4 Marketing Strategic Concepts of Starbucks

Level: Level 4

1 Understanding the marketing concepts and process of starbucks
1.1 Demonstrating different elements of starbucks marketing process
1.2 Evaluating the cost and benefit of market orientation process for starbucks

2 Develop the skills of market segmentation. Targeting and positioning
2.1 Demonstrating the influence of different micro and macro environmental factor on starbucks 's marketing process
2.2 Demonstrating different market segmentation criteria used by starbucks marketing department
2.3 Choose a targeting strategy for a selected product/service
2.4 Demonstrate how buyer behaviour affects marketing activities in differnet buying situations.
2.5Propose new positioning for a selected product/service


3 Undeerstanding the individual element of starbucks marketing mix program
3.1 Explain how products are developed to sustain competitive advantage.
3.2 Explain how distribution is arranged to provide customer convenience.
3.3 Explain how prices are set to reflect starbucks objectives and market conditions.
3.4 Illustrate how promotional activity is integrated to achieve marketing objectives.
3.5Analysing the starbucks extended marketing mix process and its elements

4 Make capble to use marketing mix tools in diffenret marekting context
4.1 Plan marketing mixes for two different segments in consumer markets.
4.2 Illustrate differences in marketing products and services to businesses rather than consumers.
4.3 Show how and why international marketing differ from domestic marketing.


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