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Revision checklist for Unit 11 The Marketing Environment

By Janet Kennedy,2014-05-17 01:22
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Undertaking a SWOT analysis. Strengths and Weaknesses of Marks and Spencer p134. Topic 8 An introduction to marketing strategies. Segmentation strategies

    Revision checklist for Unit 11 The Marketing Environment

Topic 1 The marketing environment

     Economic factors

     Technological factors

     Legal and regulatory factors

     Social and ethical issues

     Work through the practical exercises on pp 104 and 105 of the textbook

Topic 2 Competition

     Degrees of competition:

    ? Monopoly

    ? Oligopoly

    ? Perfect competition

    ? Monopolistic competition

    ? Marketing practice

     Work through the practical exercises on pp 109 and 110

Topic 3 Economic and technological forces

     Economic forces:

    ? National Income

    ? Unemployment

    ? Interest rates

    ? Fiscal policy

    ? Exchange rates

    ? The euro

    ? Barriers to trade

     Technological forces

     New Technology

     Work through practical exercises on pp 115 and 116

Topic 4 Legal, regulatory, social and ethical forces

     Consumer protection

    Regulation:

    ? Office of Fair Trading

    ? Competition Commission

    ? Advertising Standards Authority

    ? Industry Regulators

    ? Self-regulators

     Social forces

     Ethical forces

     Work through practical exercises on pp 119 and 120

Topic 5 Scanning the marketing environment

     Market research

     Observation of market activities

     Government publications

     The importance of scanning

     Work through practical exercises on pp 123 and 124

Topic 6 Analysing marketing environment data

     Interpreting data

     Tabulated data

     Mean

     Mode

     Median

     Index numbers

     Pie charts and bar charts

     Forecasting and X/Y graphs

     Work through practical exercises on pp 130

Topic 7 SWOT analysis

     SWOT explained

     Why undertake a SWOT analysis

     Undertaking a SWOT analysis

     Strengths and Weaknesses of Marks and Spencer p134

Topic 8 An introduction to marketing strategies

    Segmentation strategies

    Competitive position strategies

    ? Market leader

    ? Market challengers

    ? Market followers

    ? Market nichers

     Integrated growth strategies

     Ansoff’s competitive strategies

     Work through practical exercises on pp 138

Topic 9 Segmentation and competitive position strategies

     Segmentation strategies

     Competitive position strategies

     Market leaders

     Market challengers

     Market followers

     Market nichers

     Work through practical exercises on pp 143

Topic 10 Integrated growth strategies and Ansoff’s competitive strategies.

     Integrated growth strategies

     Ansoff’s competitive strategies:

    ? Market penetration

    ? Product development

    ? Market development

    ? Diversification

     Work through practical exercises on p147

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