Evaluate the benefits and costs of a marketing orientation for a selected Organisation

F/601/0556

Lecturer:  Mark Pemberton

Assignment Title: Marketing

Principle Outcomes Assessed:

·         Understand the concept and process of marketing

·         Be able to use the concepts of segmentation, targeting and positioning

·         Understand the individual elements of the extended marketing mix

·         Be able to use the marketing mix in different contexts

ASSIGNMENT INTRODUCTION

In this unit you will learn and apply the key principles of marketing.

The unit looks at the definitions of marketing, and what is meant by a marketing orientation and the marketing process.

You will then consider the use of environmental analysis in marketing and carry out your own analyses at both macro and micro levels.

You will also investigate the importance of market segmentation and how this leads to the identification and full specification of target groups. Buying and positioning are also important to businesses.

The unit looks at the main elements of both the original and the 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 mix.

Finally, you will develop their own marketing mixes to meet the needs of different target groups. This includes considering the differences when marketing services as opposed to goods.

A range of other contexts is also examined including marketing to businesses instead of consumers and the development of international markets.

TASK ONE

Understand the concept and process of marketing. (LO1). Choose an organisation of your choice and Produce a report between 1500 and 2000 words to:-

• Explain the various elements of the marketing process. (1.1)

• Evaluate the benefits and costs of a marketing orientation for a selected

Organisation. (1.2)

TASK TWO

Be able to use the concepts of segmentation, targeting and positioning. (LO2).

Show macro and micro environmental factors which influence marketing decisions.  (2.1).

o   Using the organisation from task 1 produce a Powerpoint

presentation identifying the internal and external factors affecting your

Chosen organisation.

Propose segmentation criteria to be used for products in different markets

2.2) Produce a report up to 1500 words in length:-

o   Justifying your chosen organisations segmentation criteria for products in different markets.

Choose a targeting strategy for a selected product/service (2.3).

Extend your report to research how your organisation chooses a targeting strategy for their product or service.

Demonstrate how buyer behaviour affects marketing activities in different

buying situations.(2.4)

o   Using different organisations, Produce a report up to 1500 words in length.

o   how the different dimensions of buyers behaviours can affect their

Marketing activities.

Propose new positioning for a selected product/service (2.5)

o   In a report, using the same organisation used in 2.4, :-

Propose new positioning for your organisation to develop a product

or service.

o   Explain how these differences will be communicated to the target segments

o   Whether these differences can sustain a products performance and be

Communicated over time.

Hand in Date

TASK THREE

Understand the individual elements of the extended marketing mix.(L03)

Explain how products are developed to sustain competitive advantage

Using an Service organisation or your choice write a report-style document

showing your understanding of how they use the extended marketing

Mix.(3.1)

Explain how distribution is arranged to provide customer convenience

businesses.(3.2)

Explain how prices are set to reflect an organisation’s objectives and market

Conditions. (3.3).

Illustrate how promotional activity is integrated to achieve marketing objectives

(3.4)

Analyse the additional elements of the extended marketing mix (3.5) These

Should include People, Physical evidence, and processes.

Hand in Date

TASK FOUR

Be able to use the marketing mix in different contexts.(L04)

You are a marketing manager of a leading financial service organisation.

Prepare a PowerPoint presentation using different examples relating to

marketing of services rather than goods, plan marketing mixes for two

different segments in consumer markets.(4.1)

Illustrate differences in marketing products and services(4.2)

In a report show how there are differences between marketing products and

Services.

Show how and why international marketing differs from domestic

marketing.(4.3)

Hand in Date

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•           Be able to use the concepts of segmentation, targeting and positioning

•           Understand the individual elements of the extended marketing mix

•           Be able to use the marketing mix in different contexts

1.2 evaluate the benefits and costs of a marketing orientation for a selected organisation

of segmentation, targeting

and positioning

2.2 propose segmentation criteria to be used for products in different markets

2.3 choose a targeting strategy for a selected product/service

2.4 demonstrate how buyer behaviour affects marketing activities in different buying situations

2.5 propose new positioning for a selected product/service

elements of the extended

marketing mix

3.2 explain how distribution is arranged to provide customer convenience

3.3 explain how prices are set to reflect an organisation’s objectives and market conditions

3.4illustrate how promotional activity is integrated to achieve marketing objectives

3.5 analyse the additional elements of the extended marketing mix

mix in different contexts

4.2 illustrate differences in marketing products and services to businesses rather than consumers

4.3 show how and why international marketing differs from

domestic marketing