BSBMKG502 Establish and adjust the marketing mix {me wall Learner WorkbookPage |2 Table of Contents Table of Contents Candidate Details Assessment — BSBMKGS02: Establish and adjust the marketing mix Competency Record to be completed by Assessor. Observation/Demonstration. Activities . Activity 1a Activity 1b... Activity 1¢ Activity 1d, Activity 1e.. Activity 2f... Activity 1g.. Activity 2a... Activity 2b... Activity 2c Activity 2d. sense S Activity 3a... Skills and Knowledge Activity Case Study. AILC VERSION 2.0 | JAN 2016Page 13 Candidate Details Assessment — BSBMKG502: Establish and adjust the marketing mix Please complete the following activities and hand in to your trainer for marking. This forms part of your assessment for BSBMKG502: Establish and adjust the marketing mix, Name: Address: Email Employer: Declarai nm {declare that no part of this assessment has been copied from another person’s work with the exception of where | have listed or referenced documents or work and that no part of this. assessment has been written for me by another person. Signed: Date: If activities have been completed as part of a small group or in pairs, details of the learners involved should be provided below: This activity workbook has been completed by the following persons and we acknowledge that it was a fair team effort where everyone contributed equally to the work completed. We declare that no part of this assessment has been copied from another person's work with the exception of where we have listed or referenced documents or work and that no part of this assessment has been written for us by another person. Learner 1: Signed: Learner 2: Signed: Learner 3: Signed: AILC VERSION 2.0 | JAN 2016Page |4 Competency Record to be completed by Assessor Learner Name: Date of Assessment: The learner has been assessed as competent in the elements and performance criteria and the evidence has been presented as; ‘Assessor Initials ‘Authentic Valid | Reliable Current Sufficient Learner is deemed: COMPETENT NOT YET COMPETENT (Please circle) If not yet competent, date for re-assessment: ‘Comments from Trainer / Assessor: Assessor Signature: AILC VERSION 2.0 | JAN 2016Page |5 Observation/Demonstration ‘Throughout this unit, you will be expected to show your competency of the elements through observations or demonstrations. Your instructor will have a list of demonstrations you must complete. The. Observations will be under the suitable class environment. A demonstration will require: > Performing a skill or task that is being asked > Undertaking a simulation exercise You will need to demonstrate you can: 1. Evaluate each component of the marketing mix 2. Determine marketing mix for specific markets 3, Monitor and adjust marketing mix You will need to demonstrate the following ski > Reading Writing Numeracy Navigate the world of work vovvy Get the work done AILC VERSION 2.0 | JAN 2016Page l6 Activities Activity 1a Estimated Time | 30 Minutes Objective An opportunity to identify key characteri: of products or services and estimate their significance to the market. Activity Product/Service Characteristics In teams, or as directed by the instructor, complete the following based on your workplace or a hypothetical example provided by the instructor or choose a product or service of your own choice. Qa Identify and describe the points of difference between your product/service and those of your competitors? AILC VERSION 2.0 | JAN 2016Page |7 a2 What is your product or service unique selling proposition? ‘What makes your product or service different from your competitors? AILC VERSION 2.0 | JAN 2016Page |g Activity 1b Estimated Time | 30 Minutes Objective ‘An opportunity to review pricing policy and analyse pricing variables to determine their effect on demand. Activity Review pricing policy Your view Every business needs a reason for their customers to buy from them and | not their competitors. Does this form part of your pricing policy? What's your view on this? ‘What do you think you should know about your customer's current suppliers in determining or reviewing a price policy? What are your opinions on this? AAILC VERSION 2.0 | JAN 2016Activity 1¢ Page 19 Estimated Time 30 Minutes the various methods you have seen involving promotional methods in your workplace or in a hypothetical example provided by the instructor. Discuss the pros and cons of their importance to your organisations marketing outcomes. Objective ‘An opportunity to analyse promotional methods to determine their portance to marketing outcomes. Activity In teams, or as directed by your instructor, provide feedback for discussion on Promotional method Pros Cons AILC VERSION 2.0 | JAN 2016Page |10 Activity 14 Estimated Time | 30 Minutes Objective ‘An opportunity to review channels of di significance to marketing outcomes. In teams, or as directed by the instructor, provide examples of advantages and disadvantages of the following distribution channels that may be used in your workplace or in a hypothetical example provided by the instructor. ibution and estimate their Activity Example ‘Advantages Disadvantages Dealers Franchisees Mail order | Direct telesales ALC VERSION 2.0 | JAN 2026Page [il ‘Wholesale AILC VERSION 2.0 | JAN 2016Page [12 Activity 1e Estimated Time | 30 Minutes determine its significance to marketing outcome ‘Activity ‘+ How you would evaluate the levels of customer service in your actual or stimulated workplace? '* How you would involve with a need to make changes in determining the significance to your marketing outcomes? valuation examp AILC VERSION 2.0 | JAN 2016Page |13 Activity 1f Estimated Time | 30 Minutes ‘Objective ‘An opportunity to identify potential customer base and key pressure points. ‘Activity In teams, or as directed by the instructor, detail your ideal description of a potential customer base for your workplace or a hypothetical exercise provided by the instructor. Detail the pressure points in the context of your customer base. Discuss the focus on the various types of customer that will make up your base in order to meet your marketing objectives. Potential customer base descr How would you meet or approach their needs? AILC VERSION 2.0 | JAN 2016Page [14 Activity 1g Estimated Time | 30 Minutes Objective An opportunity to analyse and test effect of components of marketing mix on each other, and establish their relative importance to customer base. Activity In teams, or as directed by the instructor, discuss the application of the 4Cs marketing mix as opposed to using the “traditional” 4Ps marketing mix, in a pre- determined example. Select a product and service for your debate and use, if possible, an example from your own workplace. If the workplace is not relevant, use an example provided by your instructor. Product Service AILC VERSION 2.0 | JAN 2016Page |15 Product Acs Ps CONSUMER PRODUCT cost PRICE CONVENIENCE PLACE COMMUNICATION PROMOTION Service Cs 4Ps CONSUMER PRODUCT cost PRICE = CONVENIENCE PLACE COMMUNICATION PROMOTION AILC VERSION 2.0 | JAN 2016Page |16 Activity 2a Estimated Time | 30 Minutes Objective An opportunity to identify and assess environmental factors, and their impact. on marketing mi As it relates to your workplace, discuss either in teams or as directed by the instructor, your ideas on what environmental factors may impact on your chosen marketing mix.(Example can be drawn from actual or stimulated workplace). AC Detail your general discussion here Marketing mix 4Ps Identify environmental factors Product (or Servic Place Price Promotion AILC VERSION 2.0 | JAN 2016Page |17 Marketing mix 4¢s Identify environmental factors Customer needs and wants Cost or price points Convenience, which relates to place Communication or promotion Expanded marketing mix Identify environmental factors People Processes Physical layout decisions AILC VERSION 2.0 | JAN 2016Activity 2b Page [18 Estimated Time 40 Minutes affecting marketing mix. Objective ‘An opportunity to identify consumer priorities, needs and preferences Activity As it relates to your actual or stimulated workplace, discuss either in teams or as directed by the instructor, your ideas on what consumer priorities, needs and preferences would affect your chosen marketing mix. Detail your general discussion here Marketing mix APs Expanded mix Required or preferred products/services Preferred price point Preferred purchase volume in units and in dollars AILC VERSION 2.0 | JAN 2026Page |19 Preferred method of payment Preferred time and place for responding Preferred time and place to take delivery Preferred medium to respond to direct response offers such 4 In person. Mail Phone Website Identify consumer priorities, needs and preferences A list of resource’s can be used to further determine priorities: Letters of complaint Warranty or insurance claims Focus groups Formal market surveys Australian Bureau of Statistics reports Staff surveys Contacting the customers Test marketing new products Not all of the sources are appropriate for every industry AILC VERSION 2.0 | JAN 2016Page |20 Item What it generally means What it may impact on Understanding | Customers need to feel that the and empathy _| organisation understands and appreciates their particular circumstances and feetings without criticism or judgment. © Access and equity principles and practice © Anti- discrimination and related policy Customers generally have simple expectations and those who © Legal and | serve them at the frontline organisational | should put their own policies, understanding of empathy and ao ttoments feelings into play. * OHS policies, procedures and programs Establish exactly what itis the customer is asking so that you | «Payment and can determine the priorities for delivery options service delivery bricing and © Pricing an discount policies Service delivery can be: © Quality assurance and/or . procedures soles manuals © Warranty * Replacement and «Service refund policy and procedures © Advice * Marketing © Email © Online AILC VERSION 2.0 | JAN 2016Page [2 Fairness We all need to feel we are being Anti- treated fairly. Customers get very | __ discrimination and annoyed and defensive when related poli they feel they are subject to any Quality assurance forms of distinctions. and/or procedures manuals No one wants to be treated as if Pricing and they fall into a certain category discount policies and left wondering if they received second best service. Legal and organisational policies, guidelines and requirements Control Control represents the Person customers’ need to feel they have an impact on the way things turn out. Your ability to meet this need for your customers comes from the willingness to say “yes” much more than “no.” Customers don’t care about policies and rules; they want to deal with an organisation that offers a reasonable and fair solution to their service call responsible for products or services Quality and continuous improvement processes and standards Quality assurance and/or procedures manuals Replacement and refund policy and procedures ‘Access and equity principles and practice Goals, objectives, plans, systems and processes AILC VERSION 2.0 | JAN 2026Page |22 Options and _| Customers need to feel that. ‘Access and equity alternatives | other options or suitable principles and alternatives are available and will | Practice achieve what they are askin : . Goals, objectives, plans, systems and processes Customers depend on your payment and organisation to ‘steer’ them to delivery options these options and alternatives rather than having to ask or make | * Pricing and uninformed suggestions. discount policies Replacement and refund policy and In many instances, customers ienocedures: havea deal of knowledge on your | 5 person options and alternatives but not |” responsible for willing to take the lead on products/services disclosure! Unless your organisation is willing to share and be honest on those options, it may cause them to go elsewhere. Information _| Customers need to be educated | * Whois and informed about your responsible for products and services and they products or don’t appreciate it if you hold services back! Quality and continuous improvement processes and They don't want to waste time andiards doing homework on their own or dragging out information from Pricing and reluctant staff. Online information and other forms of Blogs or Twitter will discount policies Quality assurance and/or procedures manuals AILC VERSION 2.0 | JAN 2016Page [23 inform a customer on many facets of your business so you must educate your staff to be open and honest with service requests. * Goals, objectives, plans, systems and processes © Legal and organisational policies, guidelines and requirements © Defined resource parameters AILC VERSION 2.0 | JAN 2016Activity 2c Page [24 Estimated Time 30 Minutes ‘An opportunity to consider product, pricing, promotional, distribution and service variations, and evaluate these against marketing objectives, target market characteristics and desired positioning. Complete the tables described in the Learner Guide and complete a SWOT analysis, as it relates to a marketing plan in your workplace. I the workplace is not relevant, follow a hypothetical example provided by the instructor, Attach your completed tables/SWOT analysis to your workbook AILC VERSION 2.0 | JAN 2016Activity 2d Page |25 Estimated Ti ‘Objective 30 Minutes ‘An opportunity to select marketing mix that best satisfies target market and ‘meets marketing objectives and ensure marketing mix decision meets organisational, strategic and operational marketing objectives. Based on a workplace example, or hypothetical one provided by the instructor, complete a report recommending your decision on: 1. The marketing mix that best satisfies the marketing objectives of the workplace or other example provided 2. Evidence the recommendation meets organisational, strategic and operational marketing objectives of the workplace or other example provided Report, AIL VERSION 2.0 | JAN 2016Page |26 Activity 3a Estimated 30 Minutes Time Objective ‘An opportunity to monitor marketing mix against marketing performance and Isolate components for testing; evaluate implications of altering one or more components of marketing mix in relation to market factors and consumer. response; adjust components of marketing mix in response to test results and ‘market response evaluation; ensure adjusted marketing mix meets budgetary requirements and continues to meet organisational, strategic and operational marketing objectives, and desired positioning. Set the task of addressing these five elements asso marketing mix. fed with evaluating the 3.1. Monitor marketing mix against marketing performance, 3.2. Evaluate implications. 3.3. Adjust components of marketing mix... 3.4, Meet budget requirements... 3.5, Meeting expectations on a continued basis. The optimum mix is influenced by many factors, as we have discovered. They primarily include: ‘© Your organisations view on either short or long term marketing policies ‘* The all-important positioning strategy * Selected and defined target market selections © Resources of all types not just financial ‘© Identified levels and types of competition © Anability and willingness by management and stakeholders to change the mix according to a particular market's requirements Do your customers really want the extra features? When considering the issues associated with the marketing mix and whatever your “mix” decision may be, the final combination will invariably include: © Product © Price AILC VERSION 2.0 | JAN 2016Page |27 ‘* Promotion © and distribution Whatever the choice, they will need to work together if the marketing of your new or old product/service is to be successful. ‘© What are your issues with this concept and that of your customers? Monitor and adjust the marketing mix jaluate in 0 Your views and examples Which is more effective | nigh risk T ymponen 2 ‘Your views and examples AILC VERSION 2.0 | JAN 2016Page |28 Your views and examples AILC VERSION 2.0 | JAN 2016Page |29 Your views and examples sik changes AILC VERSION 2.0 | JAN 2016Page |30 SCALE: 1 (high achievement) 4 (needs considerable attention) AILC VERSION 2.0 | JAN 2016Page [31 Skills and Knowledge Activity Estimated Time [1 Hour Objective To provide you with an opportunity to demonstrate your knowledge of the foundation skills, knowledge evidence and performance evidence. a Activity ‘Complete the following individually and attach your completed work to your workbook. The answers to the following questions will enable you to demonstrate your knowledge of: Reading writing, Numeracy Navigate the world of work Get the work done Outline organisational policies, procedures, products and services related to marketing Describe principles and concepts of marketing such as consumer or buyer behaviour and elements of marketing mix > Outline and explain statistical techniques used to gather and analyse marketing information vvvvvy v ‘Answer each question in as much detail as possible, and example can be drawn from either your actual workplace or stimulated one. 1. You are going to determine a marketing mix to promote the products/services of your organisation for your specific market. Before you can do this you need to evaluate each component of the marketing mix by completing the following tasks and documenting your findings: v Identify the key characteristics of your organisation's products/services Estimate how significant your products/services are to the market Review your pricing policy Analyse pricing variables Determine which promotional methods are most important to your marketing outcomes Review your channels of distribution in terms of their significance to marketing outcomes > Review your customer service level and its impact on marketing outcomes > Identify your customer base(s) > Identify the most suitable components of marketing mix for your customer base. vvvY v 2. Following your research in question 1, determine the marketing mix for your organisation's specific market. Include the following informati > _Environmental factors and their impact on the marketing mix_ AILC VERSION 2.0 | JAN 2016Page |32 > Consumer priorities, needs and preferences that determine the marketing mix > Variables in product, pricing, promotional activities, distribution channels and customer service > Target market and the most suitable marketing mix > Marketing objectives of your organisation > Organisational and strategic objectives. 3, Having monitored your marketing mix, document any adjustments made and the reasons for the adjustments. AILC VERSION 2.0 | JAN 2026Case Study Page [33 Estimated Time 2 Hours To provide you with an opportunity to demonstrate your understanding to the concepts of the unit and implementing them for problem solving. This is a Case Study ~your instructor will let you know whether you will complete it during class or in your own time. Attach your completed answers to the workbook. Leisure Hotels are world class hotels all over the Europe Specialized in Catering Luxury holiday experience to the tourists. They are cutting edge in providing excellent stay for tourist in terms facilities by employing huge line of staff from different nationalities making easier for the customers to interact. Special effort has been made to provide multi-cultural effect under one roof whether it could be food or the interior of rooms as per customer's demand and comfort. However over the past 2 years leisure hotels company is in mood to bring about the change in their style of catering customers and thinking to begin its focus on providing a good space and comfort to the people who come on short stay for business tours. For this purpose they have employed a team of marketing planners who could guide them to take best appropriate actions to make it worth for the hotel in terms of business and reputation. You being part of that team what would be your line of actions? Completed answers should be attached to the workbook. 1. Determine the following: a) Key characteristics and significance to the market. b) Pricing policy and pricing variables. ¢)_ Promotional methods d) Channels of distribution e) Potential customer base ) Importance of components used in the marketing mix. 8) Level of customer service. 2. list the effects of the following on the market mix: a) Environmental factors b) Consumer priorities, need and preferences 3. Considering the 4P’s, how are the organisational requirements, desired positioning and marketing objectives met and could the marketing mix determining this be improved? |. Separately evaluate the components of the marketing mix of your chosen and explain the implication of changing on or more of these in terms of AILC VERSION 2.0 | JAN 2016Page 134 ‘consumer response. 5. Change the components of the marketing mix of your chosen and ‘compare against the actual mix used. Determine the positives and negatives of both for the following: a) Budget requirements b) Desired positioning ©) Marketing objectives ‘AILC VERSION 2.0 | JAN 2016