Elements and Performance Criteria
- Develop marketing strategies.
- The business and its key services and products are analysed to determine the focus of marketing activities that support business objectives.
- Small business information technology software applications are used to build customer data bases and marketing intelligence based on product and service sales.
- Customer demographic and target market for the business are evaluated as a basis for marketing strategies.
- Marketing objectives and strategies are determined in consultation with relevant people and according to the business plan.
- Determine a marketing mix for the business.
- Service and product mix volumes and pricing are balanced to optimise turnover and profit.
- The costs and benefits of providing different services and product ranges are evaluated and the results are considered in determining the marketing mix of the business.
- The marketing mix is determined according to market and business needs and legislation, codes and national standards relevant to the workplace.
- Implement marketing strategies.
- Monitor and improve marketing performance.
- Ongoing monitoring of marketing activities and evaluation of business performance are conducted against targets.
- Performance gaps are analysed and corrective action is taken or new targets are set.
- All relevant people are encouraged to propose ways to improve marketing performance.
- Customer reaction to all aspects of the marketing mix is sought and analysed to improve targeting and outcomes.
- Ongoing research of customer requirements is conducted to identify opportunities for change and improvement.
- Changes in market opportunities are monitored and investigated for new business opportunities that assist business development.