Unit 2- Creating a marketing campaign Flashcards
What do SMART objectives stand for?
Specific
Measurable
Achievable
Relevant
Time-Bound
What are the 2 types of markets?
Niche market.
Mass market.
What are the 2 types of customers?
Internal customers.
External customers.
Who are the internal customers of a business?
People who contribute towards the service provided to external customers.
A stakeholder is a person with an __________ or __________ in a business’s ___________.
interest
concern
success
What are 2 examples of internal customers?
Staff.
Managers.
Who are the external customers of a business?
People who buy or use a business’s products and services.
Give 4 internal factors of a business:
1.
2.
3.
4.
- Cost of the campaign.
- Availability of finance.
- Staff expertise.
- Size and culture of business.
What can be used to analyse the external factors of a business?
PESTLE analysis.
What is an example of an ethical consideration for a business underpinned by the Equality Act, 2010?
No false claims.
What are the 4 types of written communication?
1.
2.
3.
4.
1.Formal
- Informal
- Financial
- Non-financial
What are the 4 types of market research?
1.
2.
3.
4.
- Primary.
- Secondary.
- Quantitative.
- Qualitative.
Give 4 types of primary market research:
1.
2.
3.
4.
- Focus groups.
- Interviews.
- Surveys.
- Mystery shoppers.
What are 2 advantages of primary research?
1.
2.
- Directly focused on research objectives.
- Provides a more detailed insight of a customer.
What are 2 disadvantages of primary research?
1.
2.
- Time consuming.
- Risk of survey bias.
