# 4.2 Marketing Planning (including introduction to the 4 P's)

| Assessment Objectives            |     |
| -------------------------------- | --- |
| The elements of a marketing plan | AO1 |
| The role of marketing planning   | AO2 |

* [The Ingredients of a Marketing Plan](https://www.entrepreneur.com/article/43026) – Entrepreneur magazine gives their take on the essential elements of a marketing plan.

| Assessment Objectives                                                  |          |
| ---------------------------------------------------------------------- | -------- |
| The 4 P's of the marketing mix                                         | AO2      |
| An appropriate marketing mix for a particular product or business      | AO2, AO4 |
| The effectiveness of a marketing mix in achieving marketing objectives | AO3      |

* [The Marketing Mix and the 4Ps of Marketing](https://www.mindtools.com/pages/article/newSTR_94.htm) – Mind Tools explains the 4 P's of the marketing mix and how it is used.

| Assessment Objectives                               |     |
| --------------------------------------------------- | --- |
| The difference between niche market and mass market | AO2 |

* [Niche market](https://www.economist.com/news/2009/10/27/niche-market) – The Economist explaining niche and mass markets and the connections between the two.
* [Q\&A - What is the difference between niche and mass marketing?](https://www.tutor2u.net/business/blog/qa-what-is-the-difference-between-niche-and-mass-marketing)

| Assessment Objectives                                                         |     |
| ----------------------------------------------------------------------------- | --- |
| The difference between target markets and market segments                     | AO2 |
| Possible target markets and market segments in a given situation              | AO4 |
| How organisations target and segment their market and create consumer profile | AO2 |

* [Target Markets](http://www.entrepreneur.com/topic/target-markets)&#x20;
  – the latest news and articles about target markets from Entrepreneur.
* [Expect more video ads on your YouTube screen and Facebook feed next year](http://qz.com/150310/expect-more-video-ads-on-your-youtube-screen-and-facebook-feed-next-year/)

| Assessment Objectives                   |          |
| --------------------------------------- | -------- |
| A product position map / perception map | AO2, AO4 |

* [What Is Perceptual Mapping in Product Development?](http://smallbusiness.chron.com/perceptual-mapping-product-development-23925.html) – a brief explanation of position/perception maps.

| Assessment Objectives                                                              |     |
| ---------------------------------------------------------------------------------- | --- |
| The importance of having a unique selling point/proposition                        | AO2 |
| How organizations can differentiate themselves and their products from competitors | AO3 |

* [Unique Selling Proposition (USP)](http://www.entrepreneur.com/encyclopedia/unique-selling-proposition-usp) – USP defined and tips for small businesses and entrepreneurs.
* [Starbucks Revives The Unique Selling Proposition](http://www.forbes.com/sites/robertpassikoff/2014/04/16/starbucks-revives-the-unique-selling-proposition/) – a case study from Forbes.
