Unit 2 Marketing Essentials- Level 4

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Unit 2 Marketing Essentials

Level 4

LO1 Understand the concept and process of marketing

P1.1 Explain the various elements of marketing process of Starbucks

P1.2 Evaluate the benefits and costs of a marketing orientation for Starbucks.

LO2 Be able to use the concepts of segmentation, targeting and positioning

P2.1 Show macro and micro environmental factors which influence marketing decisions for Star buck.

P2.2 Propose segmentation criteria to be used for products in different markets.

P2.3 Choose a targeting strategy for a selected product/service.

P2.4 Demonstrate how buyer behavior affects marketing activities in different buying situations.

P2.5 Propose new positioning for a selected product/service.

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