business activity 2 flash cards

What is the primary objective of Activity\ 2 in BTEC Business Unit\ 2?

To develop a comprehensive and justified marketing campaign plan, including the marketing mix (7Ps), budget, and a visual timeline based on research.

List the components of the 7Ps marketing mix used in the campaign plan.

1. Product
   • Price
   • Place
   • Promotion
   • People
   • Process
   • Physical Evidence

How should marketing objectives be structured in Activity\ 2?

Objectives must be SMART:

• S: Specific
• M: Measurable
• A: Achievable
• R: Relevant
• T: Time-bound

What must be included in the 'Rationale' section of the campaign?

A justification that explains how the chosen marketing activities (the 7Ps) specifically address the market research and consumer needs identified in Activity\ 1.

Define 'Media Selection' in the context of the marketing plan.

The process of choosing specific advertising channels (such as social media, billboards, or local radio) that are most effective for reaching the target audience within the allocated budget.

What is the purpose of the 'Marketing Budget' in Activity\ 2?

To outline the estimated costs for all promotional activities to ensure the campaign is financially viable and that spending is prioritized effectively across different media.

Explain the significance of a 'Timeline' or 'Gantt Chart' for the campaign.

It provides a visual schedule showing when specific marketing tasks will occur, ensuring the campaign is organized and activities (like product launches) happen in the correct sequence.

What does 'Physical Evidence' refer to in the marketing mix for a service-based business?

The tangible elements that customers see and experience, such as the cleanliness of a store, the design of a website, or the branding on packaging.

How do 'People' and 'Process' contribute to the campaign plan?

1. People: The staff who represent the brand and interact with customers.
2. Process: The systems and procedures through which the service is delivered to ensure customer satisfaction.

What is 'Choice of Media' rationale?

Explaining why certain platforms were chosen over others, often based on reach, cost per thousand (CPM), and alignment with the target demographic's habits.