Explain the various elements of the marketing process 1. 2 Evaluate the benefits and costs of marketing oriented organization that you are familiar with 1 ALL Assignment Front Sheet Marketing Principles By cubbyhole Show macro and micro environmental factors which influence marketing decisions in your chosen organization 2 2. 2 Propose segmentation criteria to be used for products/services in different markets for your chosen organization 2 2. 3 & 2. Select a product/service from your chosen organization, choose a targeting strategy and propose new positioning for the product/service 2 2. 4 Demonstrate how buyer behavior affects marketing activities in different buying tuitions 2 ALL Understand the individual elements of the extended marketing mix 3. 1 Explain how products are developed to sustain competitive 4 3. 2 Explain how distribution is arranged to provide customer convenience 4 3. 3 Explain how prices are set to reflect an organization’s objectives and market conditions 4 3. Illustrate how promotional activity is integrated to achieve marketing objectives 4 Analyses the additional elements of the extended marketing mix 4 ALL Be able to use the marketing mix in different contexts. 4. 1 Plan marketing mixes for two different segments in consumer markets 3 4. 2 Illustrate differences in marketing products and services to businesses rather than consumers 3 4. 3 Show how and why international marketing differs from domestic marketing 3 In addition to above pass criteria; this assignment gives you the opportunity to submit evidence in order to achieve the following MERIT and DISTINCTION grades.
Grade Descriptors Indicative Characteristics Conceptualization MI : Identify and apply strategies to find appropriate solutions Effective Judgments have been made Identify and apply strategies to find appropriate solutions To achieve MI, you will make effective Judgment to choose a targeting strategy for a elected product or service (Task 2. 3) and Strategies have been explored to explain the various elements of the marketing mix (Task 1 . ) MM: Select/Design and apply appropriate/techniques Relevant theories and techniques have been applied Select/design and apply appropriate methods/techniques A range of sources of information has been used Complex information/data has been synthesized and processed To achieve MM, you will have propose segmentation criteria for products to be used in different markets (Task 2. 2) You will have propose a new positioning for a selected service or product (Task 2. ) and how products are developed to sustain competitive advantage (Task 3. ) You will have used a range of relevant source of information (e. G. , reference books, company websites, research articles, Journals, newspapers, etc. ) and Harvard referencing have been applied throughout (Task 1, 2, & 3) MM: Identify & apply strategies to find appropriate solutions Logical and coherent To achieve MM, you will have Present and communicate appropriate findings. I plan for marketing mixes for two different segments in consumer markets (Task 4. 1) Explain how prices are set to reflect an organization’s objectives (Task 3. Illustrate the differences in marketing products and services to businesses rather than consumers (Task 4. 2) ODL: Use critical reflection to evaluate own work and Justify valid conclusions Conclusions have been arrived at through proper synthesis of ideas and have been Justified Use critical reflection to evaluate own work and Justify valid conclusions To achieve ODL, you will have drawn conclusions by analyzing the additional elements of the extended mix (Task 3. 5) Synthesis has been done to demonstrate how buyer behavior affects marketing activities in different buying situations (Task 2. DO: Take responsibility for managing and organizing activities Effective time management has been demonstrated Autonomy/independence has been demonstrated Substantial activities and investigations have been planned, managed, and organized To achieve DO, you will have demonstrated an effective approach to independent research and study and will have met deadline to submit the tasks and achieve all the unit assessment criteria (Task 1 – 3) Demonstrate the ability to show how macro and micro environmental factors influence marketing decisions (Task 2. 1) DO: Demonstrate convergent/lateral/creative thinking
Ideas have been generated and decisions taken Problems have been solved Ideas have been generated and decisions taken to evaluate the benefits and costs of a marketing orientation for a selected organization (Task 1. 2) Demonstrate convergent/lateral creative thinking to illustrate how promotional activity is integrated to achieve marketing objectives (Task 3. 4) Learner declaration I declare that all the work submitted for this assignment is my own work or, in the case of group work, the work of myself and the other members of the group in which I worked, and that no part of it has been copied from any source.
I understand that if any part of the work submitted for this assignment is found to be plagiarisms none of the work submitted will be allowed to count towards the assessment of the assignment. Student signature: Date: H/60110551 – Marketing Principles Start date January 10, 2014 Deadline/hand-in February 7, 2014 Assessor Marinade Sings Aims: This assignment aims to provide learners with understanding and skills to the fundamental concepts and principles that underpin the marketing process. Unit Abstract: This assignment gives learners the opportunity to apply the key principles of racketing.
The assignment looks at definitions of marketing and what is meant by marketing orientation and marketing process. Learners consider the use of environmental analysis in marketing and carry out the micro and macro analysis. They also investigate the importance of market segmentation, buyer behavior and positioning. The assignment also looks at the elements of both the original and extended marketing mix. This includes an introduction to the concept of the product life cycle, new product development, pricing strategies, distribution options and the promotion rent.
SCENARIO ONE Assuming you are the Marketing Manager of an organization with which you are familiar and at a meeting with the Marketing Director, you were informed that the Managing Director of the organization has tasked the Marketing department to bring awareness to the employees on Marketing principles. The Marketing Director asked you to write a report addressing all issues at task 1, 2 and 3. Your Assignment requires you to produce a business report addressed to the Marketing Director of your chosen organization. TASK ONE 1. 1 Explain the various elements of the marketing process
You are required to consider the following in formulating you answer: Market audit, integrated marketing, environmental analysis, SOOT analysis, marketing objectives 1. 2 Evaluate the benefits and costs of marketing oriented organization that you are familiar with. You are required to consider the following in formulating you answer: Desired quality, service and customer care, relationship marketing, customer retention, customer profitability, costs of too narrow marketing positioning TASK TWO Learning Outcome 2: Be able to use the concepts of segmentation, targeting and positioning 2.
Show macro and micro environmental factors which influence marketing decisions in your chosen organization You are required to consider the following in formulating you answer: Macro: environmental scanning, political, legal, economic, socio-cultural, ecological and technological factors , micro: stakeholders, direct and indirect competitors, Porter’s five forces) 2. 2 Propose segmentation criteria to be used for products/services in different markets for your chosen organization You are required to consider the following in formulating you answer:: geographic, demographic, cryptographic and behavioral, evaluation of segments 2. & 2. And propose new positioning for the product/service You are required to consider the following in formulating you answer: Undifferentiated, (mass) marketing, differentiated (segmented marketing), concentrated (niche) marketing and Micromanaging-( local or individual marketing). Company resources, product variability, product life cycle, market variability competitors marketing strategies. 1 Positioning definition and meaning, influence over marketing mix factors, value positioning, and positioning statement 2. Demonstrate how buyer behavior affects marketing activities in different buying situations You are required to consider the allowing in formulating you answer: Environmental influences, personal variables- demographic, sociological, psychological, motivation, social factors, physiological stimuli, attitudes, other lifestyle and life cycle variables, consumer and organizational buying TASK THREE Learning Outcome 4: Be able to use marketing mix in different contexts 4. Plan marketing mixes for two different segments in consumer markets You are required to consider the following in formulating you answer: Product, place, price, promotion and the 3 soft As-people, processes and physical evidence. 4. Illustrate preferences in marketing products and services to businesses rather than consumer You are required to consider the following in formulating you answer: Differences of organizational and consumer markets are required to consider the following in formulating you answer: Globalization, culturally differences , standardization versus adaptation, the EX. , benefits and risk ; markets attractiveness, international marketing mix strategies SCENARIO TWO As a newly appointed marketing manager of your organization you are tasked to convince the board to increase the marketing budget for 2012 in this difficult economic period.
You are asked to deliver a 15 minutes power point presentation to members of the Board on the 7th February 2012. Your presentation should consist of 12-15 slides (excluding references and appendices).