Marketing Strategies for Regional Development

Develop and Implement Marketing
Strategies

Table of Contents
INTRODUCTION...........................................................................................................................5
SECTION 1 COLLECT AND ANALYSE INFORMATION ON THE INTERNAL BUSINESS
ENVIRONMENT............................................................................................................................5
Q.1. Questions which are required to confirm before starting planning marketing strategies?.5
Q. 2.Meaning of environmental scanning’?...........................................................................5
Q. 3. Market segmentation?....................................................................................................6
Q. 4. Sources which can access for information on the effectiveness of current and past
marketing strategies?..............................................................................................................6
Q. 5. Importance of review performance information?.........................................................7
Q. 6. SWOT analysis and its effectiveness for future?..........................................................7
Q. 7. Sorts of things needed to consider when assessing an establishment’s current
capabilities?............................................................................................................................7
Q. 8. Sorts of things needed to consider when assessing an establishment’s current resources?
................................................................................................................................................7
Q. 9. If non of the staff is technical sound then what action can be taken by managers?......7
Q. 10. Who needs to know about the internal business environment?...................................8
SECTION 2 COLLECT AND ANALYSE INFORMATION ON THE EXTERNAL BUSINESS
ENVIRONMENT............................................................................................................................8
Q. 1. Demand has dropped off and you're considering removing the service from your website
altogether. Which phase of the market is the service currently in?........................................8
Q. 2. List four ways a change in labour force or economic activity might affect your
customers and the establishment you work in?......................................................................8

Q. 3. What is meant by ‘best practice’ when analysing comparative market information?...9
Q. 4. How can you find out about emerging trends and developments?................................9
Q. 5. How can you keep up to date with the legal requirements of your business? Provide
three examples?......................................................................................................................9
Q. 6. What does the term ‘ethical constraints’ mean and how does it relate to marketing? 10
Q. 7. How does environmental legislation impact on work practices?................................10
Q. 8. Who needs to know about external market information?............................................10
SECTION 3 DEVELOP MARKETING STRATEGIES.............................................................10
Q.1. What's the difference between marketing objectives, strategies and tactics?...............10
Q. 2. How does analysing the internal and external environment help you identify marketing
opportunities?.......................................................................................................................11
Q. 3. What are the 7Ps in the marketing mix?......................................................................11
Q. 4. List three benefits of Internet marketing?....................................................................12
Q. 5. What is meant by the term ‘price penetration’ when referring to marketing strategies?12
Q. 6. A business that values customer service excellence has planned to reduce costs by
employing inexperienced staff. This creates additional funding to use on large marketing
campaigns. How might this decision affect the organisation?.............................................12
Q. 7. What type of advertising is against the law?...............................................................12
Q. 8. What is meant by the use of 'ethical' marketing tactics?.............................................13
Q. 9. Why is it important to consult with staff during the early stages of planning?...........13
SECTION 4 PREPARE MARKETING PLAN.............................................................................13
Q. 1. List the typical inclusions of a marketing plan?..........................................................13
Q. 2. What would you typically include under the ‘marketing tactics’ component of your
marketing plan? ...................................................................................................................13
Q. 3. What information would you typically include under the ‘marketing budget’ component
of your marketing plan?........................................................................................................14
Q. 4. How many products would you need to sell to break even if the fixed cost to produce the
product was $200 and the variable costs $5 per item? ........................................................14
Q. 5. Why should you allow staff to contribute to the marketing plan?...............................14
Q. 6. Who is responsible for approving marketing plans?...................................................14
SECTION 5 IMPLEMENT AND MONITOR MARKETING ACTIVITIES..............................14

Q. 1. What should you refer to when implementing and monitoring marketing activities? 14
Q. 2. Unforeseen events can occur and change the course of your path and the likelihood of
you achieving your marketing objectives. Provide two examples of such events?..............15
Q. 3. You notice that things are simply not working out as you'd planned. What should you
do?........................................................................................................................................15
Q. 4. What's the purpose of producing marketing reports?..................................................15
Q. 5. List two types of software programs that can simplify the process of producing
marketing reports?................................................................................................................15
Q. 6. What is the most effective way you can maintain the ongoing commitment and
involvement of your staff?....................................................................................................16
SECTION 6 CONDUCT ONGOING EVALUATION.................................................................16
Q. 1. Why must the evaluation of marketing activities be an ongoing process?..................16
Q. 2. Through your ongoing evaluation, you determine that things are not heading in the right
direction, so you make some minor adjustments to your original plan. What is your next step?
..............................................................................................................................................16
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................17