(1.1) Explain the various elements of the marketing process

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UNIT 4

MARKETING PRINCIPLES

MGT 1123

QCF LEVEL 5: BTEC HIGHER NATIONAL

ASSIGNMENT BRIEF

Rules and regulations:

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Assignment Regulations

1 Learners are required to submit their work using the Assessment cover sheet.

2 You are required to submit your assignment to Faculty Office.

3 If you need an extension (even for one day) for a valid reason, you must request one, using the appropriate form available from the Academic Admin Office. Do not ask the lecturers responsible for the course - they are not authorised to award an extension. The completed form must be accompanied by evidence such as a medical certificate in the event of you being sick.

4 General guidelines for submission of assignment:

a) All work must be word-processed and must be of “good” standard.

b) Document margins shall not be more than 2.5cm or less than 1.5cm

c) Font size in the range of 11 to 14 points distributed to including headings and body text. Preferred typeface to be of a common standard such as Arial or Times New Roman for the main text.

d) Any computer files generated such as program code (software), graphic files that form part of the course work must be submitted either online or with the documentation.

e) Please answer each Task within 1000-2000 words

Task One – The concept and process of marketing

Scenario

As a newly appointed Marketing Manager, you are required to carry out a detailed industry analysis for your chosen organisation. The purpose of this is to formulate a suitable marketing campaign for your chosen organisation.

As part of the introduction to your industry analysis give a brief

Explanation of the various elements of the marketing process.
Evaluate the benefits and costs of marketing orientation for the selected organisation.

(This provides evidence for outcome 1 – assessment criteria 1.1 & 1.2)

Task Two – Segmentation, Targeting and Positioning

Access video at http://www.youtube.com/watch?feature=player_detailpage&v=RcRFBVIvJHw

Alternatively type the following into Youtube : ‘Segmentation, Targeting, and Positioning - McDonald`s’

Task : After watching the video above, produce a written discussion and:

Show macro and micro environmental factors which influence McDonald’s marketing decisions.
Propose segmentation criteria to be used for products indifferent markets for McDonald.
Choose a targeting strategy for a selected product/service for McDonald.
Demonstrate how buyer behaviour affects marketing activities in different buying situations at McDonald.
Propose new positioning for a selected product/service at McDonald.

(This provides evidence for outcome 2 – assessment criteria 2.1, 2.2, 2.3, 2.4 & 2.5)

Task Three – The individual elements of the extended marketing mix

( Individual Power Point Presentation)

Explain how products are developed to sustain competitive advantage
Explain how distribution is arranged to provide customer convenience
Explain how prices are set to reflect an organisation’s objectives and market conditions
Illustrate how promotional activity is integrated to achieve marketing objectives
Analyse the additional elements of the extended marketing mix

(This provides evidence for outcome 3 – assessment criteria 3.1, 3.2, 3.3, 3.4 & 3.5)

Task Four – Using the marketing mix in different contexts

P.Lal Store was establised in 1929, located in Petaling Jaya, Selangor. P.Lal Store, is a third generation family-owned busines, tends to be run informally, the way one might run the family. Together with its growth, the family has been advised to introduce a Marketing department. However, the owners seem reluctant and unconvinced about the benefits of such a function in the organisation. As a Marketing Consultant, write a report to convince the owners of the importance of including this function in their organisation. Your report must include the following:

Plan marketing mixes for two different segments in consumer markets
Illustrate differences in marketing products and services to businesses rather than consumers
Show how and why international marketing differs from domestic marketing

(This provides evidence for outcome 4 – assessment criteria 4.1, 4.2 & 4.3)

Assessment Criteria & Grade Descriptors