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i © ABE
MARKETING POLICY, PLANNING ANDCOMMUNICATION
QCF Level 5 Unit
Contents
Chapter Title Page 
Introduction to the Study Manual vUnit Specification viiCoverage of the Syllabus by the Manual xiii1 Marketing Culture and Orientation 1
The Development of Marketing 3What is Marketing? 4The Strategic Orientation of Business 5Developing a Marketing Orientation 10Strategic Implications of a Marketing Orientation 12Coordination of Marketing with Other Management Functions 20Organisation for Marketing 27
2 Markets and the Marketing Environment 35
The Concept of the Marketing Environment 36Macro Forces 37Micro Forces 41An Alternative View of the Marketing Environment 44The Marketing Audit 45Market Segmentation, Targeting and Positioning 50The Marketing Mix 62
3 Marketing Strategies 69
Strategy and Planning 70Corporate Strategy 71Marketing Strategies 75Corporate Objectives 77Marketing Objectives 78Models for Formulating Marketing Strategies 84
4 Marketing Plans 101
Development of the Marketing Plan 103Nature of a Marketing Plan 105Implementing the Marketing Plan 110Control and Evaluation 120Evaluating Sales Performance 123Evaluating Marketing Performance 124
 
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Chapter Title Page 
5 Research for Marketing 131
Introduction 133The Research Process 133Types of Research 137Sources of Information 141Research Methods 145Using External Research Agencies 148Information Systems 151
6 Understanding Consumers and Consumer Behaviour 157
The Buying Process 158Influences on Individual Buying Behaviour 164Classifications of Consumers 167The Social Psychology of Consumer Behaviour 172Organisational Purchasing 187
7 Product Management and Development 195
Nature of Products and Services 196Product Management 199Product Branding 212Product Packaging 215The Product Life Cycle 216Extending and Expanding the Product Life Cycle 224New Product Development 227
8 Pricing Policies and Price Setting 235
What Does a Price Represent? 236The Pricing Decision 238Breakeven Analysis and Price 248Price Elasticity 250Marginal Costing 253
9 Distribution Policy and Management 257
The Importance of the Place Element 258Channels of Distribution 261Dealing with Intermediaries 268Distribution Channel Maintenance and Change 276Physical Distribution Management 279
10 Marketing Communications 285
A Strategic Approach to Promotion 287The Communications Process 295Advertising 300Sales Promotion 306Personal Selling 313Public Relations 320Direct Marketing 333International Marketing Communications 335Evaluating Performance 339
 
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Chapter Title Page 
11 Services Marketing 343
The Importance of Services Marketing 344Characteristics of Services 344The Services Marketing Mix 347Creating Value 348Service Quality and Performance 350
12 Marketing and New Technologies 353
Introduction 354The Changing Marketing Landscape 355The Impact of Technology on Marketing 358The Effects on Marketing Strategy 362Ethical Issues and the Downside of Internet Marketing 366