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Market the Small Business 

Element Performance criteria

Elements describe the essential outcomes of a unit of competency.

Performance criteria describe the required performance needed to demonstrate achievement of the element.

1. Develop marketing strategies

1.1 Analyse the business and its key products or services to determine the focus of marketing activities, in accordance with the objectives of the business plan
1.2 Evaluate the customer base and target market for the small business as a basis for the marketing objectives and strategies
1.3 Determine marketing objectives and strategies that are ethically and culturally appropriate, in consultation with relevant people and in accordance with the business plan

2. Determine a marketing mix for the business

2.1 Balance product mix, volumes and pricing to optimise sales and profit
2.2 Evaluate the costs and benefits of using different distribution channels and/or providing different levels of customer service and consider the results in determining the marketing mix
2.3 Determine promotional activities to suit the target market
2.4 Consider customer needs and preferences in determining the marketing mix
2.5 Determine the marketing mix according to market and business needs

3. Implement marketing strategies

3.1 Brief persons involved in the marketing effort on their roles and responsibilities, to ensure the success of marketing strategies
3.2 Plan and implement promotional activities, in accordance with marketing objectives and budgetary requirements


4. Monitor and improve marketing performance

4.1 Monitor marketing activities and evaluate business performance according to the objectives and targets of the business plan
4.2 Analyse performance gaps and take corrective action or set new targets
4.3 Encourage all relevant people to propose ways to improve marketing performance
4.4 Seek and analyse customer reaction to all aspects of the marketing mix, using culturally appropriate processes, to improve targeting and outcomes
4.5 Conduct ongoing research of customer requirements to identify opportunities for change and improvement
4.6 Monitor and investigate changes in the market for new opportunities to aid business development
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