Overview

Framework:
RQF
Level:
Level 2
Unit No:
L/618/3416
Credits:
3
Guided learning hours:
24 hours

Assessment Guidance

Portfolio of Evidence

Aim

The aim of this unit is to help learners understand the marketing environment and how marketing activity can help buyers make decisions.

Unit Learning Outcomes

1

Understand the role of marketing in a business.

Ways businesses use marketing may include:

  • sell products or services to other businesses or customers
  • raise profile of business in different markets
  • gathering information about own products and services and provides opportunities to develop new products or services

Assessment Criteria

  • 1.1

    Explain how a business uses marketing.


2

Understand the term ‘marketing mix’ (7Ps).

Use the 7Ps marketing mix.

Importance of all elements of the marketing mix may include:

  • ensure a viable product or service that meets the needs of the customer
  • may open up market to other customers

Assessment Criteria

  • 2.1

    Explain the key elements of the marketing mix (7Ps).

  • 2.2

    Explain why it is important for a business to address all elements of the marketing mix in order to be successful.


3

Know the importance of understanding the market place.

Key elements of the market place may include:

  • where potential customers are geographically - counties, countries, cities, country and rural
  • demographics eg age, religion, occupation, education
  • lifestyle of potential customers
  • cultural differences

Reasons for knowing this information may include:

  • customer retention
  • likelihood of customers moving to competitors
  • costs versus benefits

Ways to improve understanding of the marketplace may include:

  • talking with potential buyers
  • researching competitors
  • researching any developments in the relevant sector
  • identify areas of the market that are not being accessed

Assessment Criteria

  • 3.1

    Describe the key elements of the marketplace that a business needs to understand.

  • 3.2

    Outline why an understanding of each element is important to a business and how it affects decision-making.

  • 3.3

    Describe some key techniques for improving understanding of the marketplace.


4

Know the importance of understanding buyer behaviour.

Typical steps to buying and how marketing activity influences the buyer may include:

  • identifying the need for a product or service - advertising to encourage 'want' rather than 'need'
  • searching for information - providing appropriate and effective information, use of different forms of media
  • looking at the alternatives - comparisons between own product and competitors, highlighting benefits, differences, unique selling points
  • making a decision - influencing skills, effective promotion e.g. use of personalities to promote produce
  • reviewing the action after making the decision - feedback forms to give information about use of product, acquire contact details to create future customer base.

Assessment Criteria

  • 4.1

    Describe the typical steps taken by a buyer from identifying a need for a product or service to completing a purchase.

  • 4.2

    Explain how an organisation can use marketing activity to influence buyer behaviour at each of these stages.