Assignment Front Sheet Marketing Principles

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.

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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.

• 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
• 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.

Learning Outcome

• 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)
• 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.
• 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.
• Positioning definition and meaning, influence over marketing mix factors, value positioning, and positioning statement
• 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
• 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.

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).

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