Elements and Performance Criteria
- Confirm target market
- Identify market or market segment for a product or service in accordance with the marketing plan
- Identify aspects of culture that may impact international marketing of products or services within target market
- Identify consumer attributes for market or market segment from market profile
- Identify features of products or services in accordance with marketing plan
- Assess current level of consumer interest
- Investigate consumer need for products or services through analysis of trends and past performance of products and services both within Australia and within relevant international settings
- Review past marketing, including plans, strategies and campaigns or positioning of products or services for effectiveness of focus of appeal; both within Australia and within relevant international settings
- Assess individual, social and cultural influences on consumer behaviour and estimate their impact for products or services
- Assess lifestyle influences on consumer behaviour and estimate their impact for products or services
- Assess organisational behaviour in relation to products or services in accordance with the marketing plan
- Recommend marketing strategies
- Ensure marketing strategies address innate and acquired needs of consumers, and appeal to motives that influence decision-making
- Present a rationale for focus of appeal, and outline how influences on consumer behaviour and cultural considerations will be used to target effective marketing strategies
- Ensure focus of appeal meets legal and ethical obligations, and budgetary requirements of the marketing plan, and check for cultural appropriateness