REQUIREMENTS Illustrating an understanding how a customer focus can be applied Specifying the requirements for effective marketing
Outlining relevant marketing processes and describe the techniques used to implement marketing strategies Develop a clear and balanced assessment of relevant theory, including support from relevant literature who are our customers ? what do customers purchase ? how are spending and choice decisions made ? how do customers shop? how valuable are our customers ? is there a framework?Creating Values Once customer values have been understood a product should be based upon these values merchandise mix – width & depth; assortments & brands; pricing policy; environment – design & layout, flows, merchandising & display, atmospherics customer care – attitude of staff, approachability, knowledgeCommunicating Value Need to facilitate exchange by developing a common understanding and perception of the product advertising – TV, radio, print media, PR stores – showroom ambiance, internal signage and cues the feel of the garage services after sales service etc.Delivering Value Enabling exchange: availability – behind the scenes, location of product service add-ons – delivery service activities – pre-transaction, transaction, post transaction people – interactions with staff e.g. attitude, knowledge, efficiencyStructure Logical Design 1. Introductory remarks (beginning) 2. Main part (four sections middle) 3. End (summary of the key points) Things to consider Word count Font Referencing
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