Elements and Performance Criteria
- Confirm product or service market
- Gather information on the market or market segment for a product or service in accordance with the marketing plan
- Identify consumer attributes for the market or market segment from the market profile or existing customer data
- Identify and test features of the product or service in accordance with the marketing plan
- Assess the reasons for existing levels of consumer interest
- Investigate consumer need for the product or service through analysis of trends and past performance
- Review past marketing or positioning of a product or service in relation to the effectiveness of its focus of appeal
- Assess, test and estimate the impact of individual, social and lifestyle influences on consumer behaviour for a product or service
- Analyse consumer responses to previous marketing communications
- Assess organisational behaviour capability to respond quickly to consumer demand for products or services in accordance with the marketing plan
- Recommend a focus of appeal for marketing strategies for a product or service
- Ensure marketing strategies address innate and acquired needs of consumers and appeal to the motives that influence decision making
- Present a rationale for the focus of appeal that outlines how influences on consumer behaviour will be used to target effective marketing strategies
- Ensure the focus of appeal meets legal and ethical obligations and the budgetary requirements of the marketing plan