Promoting Products and Services

Know the importance of promotion within the concept of the marketing mix.

Learners need to identify components of the marketing mix (4Ps) e.g. product or service, place or distribution, price, promotion. Examples of the importance and impact of promotion may include:

• reach the relevant market
• lets customer know what is available
• may sell more products and services
• may improve turnover

Assessment Criteria

• 1.1

  Identify the components of the marketing mix (4Ps).

• 1.2

  Outline the importance and impact of promotion to businesses.

Know how businesses promote their products and services.

Promotional methods may include:

• advertising
• social media
• personal selling
• promotional activities
• direct marketing

On-line systems may include:

• internet shopping
• email potential customers
• web advertising

Assessment Criteria

• 2.1

  Identify promotional methods used by businesses.

• 2.2

  Describe on-line systems and technologies used to promote products and services.

Know how promotional activities influence customers.

Examples of how customer behaviour is influenced may include:

• buy products and services they
• may not have intended to
• spend more than intended
• satisfaction that they 'got a deal'

Assessment Criteria

• 3.1

  Give examples of how customer behaviour is influenced by promotional activities.

Be able to develop a plan to promote a product or service.

Learners must provide sufficient and valid evidence to achieve this outcome.

Aim of the promotion

• To launch a new product/service
• To improve sales

Target customers

• New customers
• Existing customers

Promotional techniques:

• social media
• advertising
• personal selling
• promotional activities
• direct marketing
• internet shopping
• email potential customers
• web advertising

Assessment Criteria

• 4.1

  Propose a plan for a promotional campaign/event to include

  a) aim of the promotion

  b) target customer(s)

  c) justification of promotional techniques to be used