Unit 2: Developing A Marketing Campaign
B3 Developing The Rationale
Interpretation, Analysis And Use Of Data And Other Information To Make Valid Marketing Decisions.
Once data has been collected it has to be interpreted by your research team. Data may be collated and analysed by the use of various programmes. The data that is collected has to be valid and should be used to answer a particular question, such as if prices need to change, or if a product needs to be adapted. Data for decision making may come from secondary research as well as primary research.
Identification Of Any Further Sources Of Information That May Be Required
Primary research is the most common form of market research, however a firm must realise that there maybe other sources of information that may assist in decision making, This could come in the form of looking at internal sales record or loyalty card transaction or using cookies to track peoples movements online.
Evaluation Of The Reliability And Validity Of The Information Obtained
Data that is collected has to be reliable and valid. The date of any secondary data needs to be checked. The sample size has to be checked. The timing of the research also has to be valid. For more information on validity and reliablit
y of research please read here.
Product Life Cycle
Every product goes throught the product life cycle. Introduction, growth, maturity and decline. For more information on product life cycleplease read here.
C Planning And Developing A Marketing Campaign
C1 Marketing Campaign Activity
Selection Of Appropriate Marketing Aims And Objectives To Suit Business Goals
A firms must set objectives which are SMART. They must be specific, measurable achievable, realistic and time worthy. The aims of the organisation must complement company values. To learn more aboutSMART please read the linked article.
Situational Analysis: SWOT
When planning a campaign a firm must also conduct a SWOT analysis, this stands for Strengths, weaknesses , opportunities and threats.For more information please read the following article on SWOT
PESTLE factors are also a considerations when planning a campaign. These uncontrollable factors can have a major impact when developing a campaign. For more information please read the following article on PESTLE
Use Of Research Data To Determine Target Market
One you have conducted research you must determine your target group and segment. A segment that is the most accessible and viable would be desirable. For more information please read the following article on segmentation
Use Of Research Data To Conduct Competitor Analysis.
A firm can conduct primary research or secondary research on their competitors. Competitor research is crucial if a firm wants to stay ahead and maintain or develop a unique selling point (USP). For more information please read the following article on competitor analysis
Read on to learn about |
Introduction to the principles and purposes of Marketing that underpin the creation of a rationale for a marketing campaign B3 and C1 |
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