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Marketing and Consumer Behavior

In: Business and Management

Submitted By harisinfo
Words 8165
Pages 33
SAMPLE ANSWER 01

CAM

CAM Diploma
Marketing and Consumer Behaviour
December 2010

Contents
Task 1: Marketing Principles Task 2: Communication Task 3: Communication, Advertising and Media Task 4: Consumer Behaviour Task 5: Channel Behaviour Appendices: Background information to THE AGE Appendices to task 2 4 - 14 15 - 20 21 - 31 32 - 43 44 - 47 48 - 54

References

55 - 57

Task 1 Word count 1618

Marketing Planning
Planning is an essential task to ensure THE AGE continues to be a market leader. Drummond et al (2005) suggest planning should be systematic and structured, and is required in order to adapt to the changing business environment. The corporate objectives are at the heart of the marketing planning process (Brassington et al, 2000). The marketing plan will contribute to the corporate plan by developing specific functional strategies and tactics to achieve the corporate objectives. Figure 1.1 demonstrates the process.

THE AGEs corporate plan is ‘to build on profits from the previous year and continue to be Britain’s number one quality selling newspaper’.

From this, the marketing plan could be ‘to increase the number of subscribers’.

Marketing planning process diagram
A common framework to use in the planning process is the SOSTAC model, see figure 1.2

Marketing planning process
• • Situational Analysis – The first stage of the planning process is to look at where the THE AGE is now - Britain’s number one selling quality newspaper with 340k subscribers. Objectives – Where we want to go. The objectives should be based on SMART objectives Specific, Measurable, actionable, realistic and time bound. Ensure the newspaper stays as Britain’s number one selling newspaper by increasing subscriptions. Strategy – Choose a method to achieve the objectives. Ansoffs matrix or porters generic strategies could be used. What market segment

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