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Summary Marketing notes
Includes a summarised version of the topics that you need for the exam.
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Report 1 -Introduction
-Summarise the business !
-Explain what you’ve been asked to do in order to achieve the company’s aim!
-Explain which of the two options you’re choosing and for what reason!
-Explain the chosen marketing message and how it’ll benefit the company!
-‘For this activity I have been asked to prepare a rationale for … in order to … To achieve
this the company will either be … I have chosen to follow the promotional strategy of …
as I believe … My chosen marketing message will be to promote … as a …This will
demonstrate …’!
Aims & Objectives
-State main aim from briefing, and a rough idea of what will need to be done to achieve it!
-State a personal marketing aim for the company!
-Give 3/4 SMART objectives (Specific, Measurable, Assignable, Realistic, Time bound)
that relates to the business’ aim!
-Using data from the case study justifies the realism of the objective !
-What’ll be done, why will it help, who will help, and when will it be completed !
Justification (SWOT & PESTLE)
-SWOT formatted in a table, 3-4 well explained points for each SWOT factor!
-Each point should explain why it is a strength, weakness, opportunity or threat to the
business and should be backed up from the case study!
-PESTLE formatted in six short paragraphs, (Political, Economic, Social, Technological,
Legal, Environmental)!
-Each point should explain how it’ll affect the business and how they might react - backed
up by case study !
Reliability/Validity of research
-Two paragraphs on the reliability/validity research you’ve used!
-Reliability - are the sources based on opinion or fact? Is the sample size of the research
are they enough to make a judgement? How could this be improved?!
-Validity - Is the research you’ve used up-to-date and relevant to the point you're making!
Report 2 -
Introduction
-Explain this section will include a full marketing plan including the budgets, timescales,
and recommended strategies for the company based on the 7 P’s of marketing !
Marketing Mix
-Seven short paragraphs on seven recommendations for each of the 7 p’s (Product,
Price, Place, Promotion, People, Physical, and Process) of the marketing mix, based
on the market (size of market, target market, competitors etc), Aims and Objectives, and
Marketing Message!
-Also use data/evidence from case study to explain how each recommendation will help
the business to achieve the objectives and convey the marketing message!
-Also explain any negatives to any recommendations!
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