Promoting Products and Services

Know the importance of promotion within the concept of the marketing mix.

Learning Outcome 1: Indicative Content 

Learners need to identify components of the marketing mix e.g. product or service, place or distribution, price, promotion

Examples of the importance and impact of promotion may include:

• reach the relevant market
• lets customer know what is available

Assessment Criteria

• 1.1
  Identify the components of the marketing mix.
  
• 1.2
  Outline the importance and impact of promotion to businesses.
  

Know how businesses promote their products and services.

Learning Outcome 2: Indicative Content 

Promotional methods may include:

• advertising
• social media 
• personal selling
• promotional activities
• direct marketing

On-line systems may include:

• internet shopping
• email potential customers
• web advertising

Assessment Criteria

• 2.1
  Identify promotional methods used by businesses
• 2.2
  Describe on-line systems and technologies used to promote goods and services

Know how promotional activities influence customers

Learning Outcome 3: Indicative Content  

Examples of how customers behaviour is influenced may include:

• buy goods they did not intend to
• spend more than intended
• satisfaction that they 'got a deal'

Assessment Criteria

• 3.1
  Give examples of how customer behaviour is influenced by promotion and public relations activities.
  

Be able to develop a plan to promote a product or service.

Learning Outcome 4: Indicative Content 

Learners must provide sufficient and valid evidence to achieve this outcome.

Aim of the promotion

• To launch a new product/service
• To improve sales

Target customers

• New customers
• Existing customers

Promotional techniques:


• social media
• advertising
• personal selling
• promotional activities
• direct marketing.
• internet shopping
• email potential customers
• web advertising

Assessment Criteria

• 4.1
  Propose a plan for a promotional campaign/event to include
  a) aim of the promotion
  b) target customer
  c) promotional techniques to be used.