Protection of data; privacy of the customer information two concepts likely to be included – This is where the participant could indicate how the server could have handled the issue differently addressing the and offering some sort of assurance of a – customer’s concern change to error Student may add that the requirement in Ontario is that only the last four digits be printed and that the expiry date not be included on the printout. 3 Explain the role of promotion as a marketing function Promotion is part of the marketing mix Promotional mix includes personal selling, advertising, sales promotions and public relations/publicity Talk about promoting brand image and creating brand identity and loyalty Increase awareness Increase sales Persuasive communication Informs people about products and services Used to enhance public image, reputation and to persuade people that the company’s products are valuable Goals of promotion = AIDA first attract Attention, then build Interest and Desire and – finally ask for Action Promotion used to convince prospects to select ABC services instead of the competition Promotional activities explain the major features and benefits of the product/service, identify where it is sold, advertise sales, answer customer questions and introduce new offerings Product promotion helps companies to foster good relations with existing customers and creates loyalty 2 Explain the role of situation analysis in the marketing planning process SWOT analysis: measure of Strengths, weaknesses, opportunities and threats SWOT analysis should distinguish between where your organization is today, and where it could be in the future Once key issues have been identified with your SWOT analysis, they feed into marketing objectives Study of the internal and external factors that affect marketing strategy SWOT Examination of the overall market opportunities and threats, competition – Participant could perform SWOT analysis and determine that the opportunity is ripe for a new product launch this is the expectation of the owner – Explain the role of training and human resource development. Explain the selling process Basic selling process: identify need/want, find information on alternatives, evaluate alternatives, purchase, evaluate post-purchase satisfaction Many customers need help in determining the correct products to solve their problems Store personnel have the opportunity to up-sell and cross-sell other products while the customer is there
Protection of data; privacy of the customer information – two concepts likely to be included This is where the participant could indicate how the server could have handled the issue differently – addressing the customer’s concern and offering some sort of assurance of a change to error Student may add that the requirement in Ontario is that only the last four digits be printed and that the expiry date not be included on the printout. 3 Explain the role of promotion as a marketing function Promotion is part of the marketing mix Promotional mix includes personal selling, advertising, sales promotions and public relations/publicity Talk about promoting brand image and creating brand identity and loyalty Increase awareness Increase sales Persuasive communication Informs people about products and services Used to enhance public image, reputation and to persuade people that the company’s products are valuable Goals of promotion = AIDA – first attract Attention, then build Interest and Desire and finally ask for Action Promotion used to convince prospects to select ABC services instead of the competition Promotional activities explain the major features and benefits of the product/service, identify where it is sold, advertise sales, answer customer questions and introduce new offerings Product promotion helps companies to foster good relations with existing customers and creates loyalty 2 Explain the role of situation analysis in the marketing planning process SWOT analysis: measure of Strengths, weaknesses, opportunities and threats SWOT analysis should distinguish between where your organization is today, and where it could be in the future Once key issues have been identified with your SWOT analysis, they feed into marketing objectives Study of the internal and external factors that affect marketing strategy SWOT Examination of the overall market – opportunities and threats, competition Participant could perform SWOT analysis and determine that the opportunity is ripe for a new product launch – this is the expectation of the owner Explain the role of training and human resource development. Explain the selling process Basic selling process: identify need/want, find information on alternatives, evaluate alternatives, purchase, evaluate post-purchase satisfaction Many customers need help in determining the correct products to solve their problems Store personnel have the opportunity to up-sell and cross-sell other products while the customer is there