9609 · 8.2.1
Planning the marketing strategy flashcards
Revision flashcards for Cambridge 9609 Planning the marketing strategy (syllabus 8.2.1). Flip, recall, then mark a real past-paper question.
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First planning step?
Situation analysis — where are we now?
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SWOT in marketing?
Internal strengths/weaknesses + external opportunities/threats.
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PESTLE link?
Macro environment scan (6.1) before setting objectives.
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SMART objectives?
Specific, measurable, achievable, relevant, time-bound.
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Control in marketing?
Compare actual sales/market share to plan — adjust mix.
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Link to 3.3?
Planning chooses how to combine product, price, place, promotion.
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Link to 6.2?
Marketing plan must align with corporate strategy.
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Budget constraint?
Finance limits campaign scope (5.5) — prioritise segments.
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What is a marketing plan?
A detailed, fully researched written report on marketing objectives and the strategies and tactics that will be used to achieve them.
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Define 'Situational Analysis' in the context of marketing planning.
The initial stage of the marketing plan, involving an audit of the internal (e.g., SWOT) and external (e.g., PEST, competitor analysis) environment to establish the business's current position.
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What does the 'R' in SMART objectives stand for?
Relevant. The objective must be relevant to the business and its overall corporate aims. It should align with the company's mission and strategic direction.
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What is market positioning?
The process of creating a distinct and desirable image and identity for a product or brand in the minds of the target consumers, relative to competing products.
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What is an 'integrated marketing mix'?
A marketing mix where all the components (e.g., Product, Price, Place, Promotion) are consistent with each other and work together to achieve the marketing objectives and support the chosen positioning.