Question 4.2 Analyse the actions taken by easyJet and one other commercial aviation company to address two of the ethical issues mentioned in answer to question 4.1. BTEC Level 5 HND in BusinessUnit 19: Marketing Planning September 2014 Page 11 of 44
London School of Science & Technology Guide You should visit the websites of easyJet and one other company for details. Question 4.3 Analyse the consequences of consumer ethical misconduct (e.g. drug trafficking etc.) on the marketing efforts you completed in task 3. Guide You should discuss two consumer ethical misconducts . Merit 1 A pilot service has been launched consisting of the opening of two new destinations from Montpelier airport to Tunis (Tunisia) and Agadir (Morocco). Unfortunately the description of this flight on the easyJet website contains some inaccurate and misleading information. Consequently, you are asked to recall this product. Plan a product recall for the above service that is fast and effective. Guide You should use your lecture notes and include the steps to product recall. Note: As the service has recently been piloted, it is unlikely that many customers have been exposed to the service. BTEC Level 5 HND in BusinessUnit 19: Marketing Planning September 2014 Page 12 of 44
London School of Science & Technology Answer Sheet BTEC Level 5 HND in BusinessUnit 19: Marketing Planning September 2014 Page 13 of 44
London School of Science & Technology Task 1 (L.O. 1: 1.1, 1.2, 1.3 & 1.4 M2 and D3) Task 1.1 Marketing Planning Marketing planning can be defined as the method of creating and executing a plan to recognise, foresee and fulfil customer expectations, in such a system as to generate profit. The two essential components of this system are market research to recognise and prepare for consumer demands and the arranging of a suitable marketing mix to meet these demands. As believed by Jain (2000): “The contribution of Marketing planning to business success lies in its commitment to detailed analysis of future opportunities to meet customer needs and a wholly professional approach to making available to well defined market segments those products or services that deliver the sought-after benefits.” Marketing plans, according to McDonald (2003), contain a series of steps that make up the marketing planning process. The steps are mission, corporate objectives, marketing audit, SWOT analysis, assumptions, marketing objectives and strategies, estimate expected results, identify alternative plans and mixes, budgets, and first year implementation programme. BTEC Level 5 HND in BusinessUnit 19: Marketing Planning September 2014 Page 14 of 44
London School of Science & Technology (Riley, 2012) When we are talking about marketing planning it is important to assess the differences between the models of marketing led business and marketing orientated business.
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