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Unit 4 Marketing Principles Assignment Brief - Sainsbury
Unit number and title
Unit 4 Marketing Principle
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Task 1: Be able to understand the concept and process of marketing (Sainsbury)
Explain the various elements of the marketing process
- Define marketing using 3 points from thefollowing
- Definitions: alternative definitions including those of the Chartered Institute of Marketing and the American Marketing Association; satisfying customer needs and wants; value and satisfaction; exchange relationships; the changing emphasis of marketing
- Describe the different marketing concepts: 3 points from the following Marketing concept: evolution of marketing; marketing orientations; societal issues and emergent philosophies; customer and competitor orientation; efficiency and effectiveness; limitations of the marketingconcept
- Review the process of marketing using 3 points from the following:
- Marketing process overview: marketing audit; integrated marketing; environmental analysis; SWOT analysis; marketing objectives; constraints; options; plans to include target markets and marketing mix; scope of marketing
Evaluate the benefits and costs of a marketing orientation for an organisation such as Sainsbury’s
- Define marketingorientation
- what are the costs and benefits of marketing orientation for Sainsbury’s (use 3 points).
- Costs and benefits: links between marketing orientation and building competitive advantage; benefits of building customer satisfaction; desired quality; service and customer care; relationship marketing; customer retention; customer profitability; costs of a too narrow marketing focus
- Then to achieve M2.1, please use a method to evaluate the market orientation of Sainsbury’s.
- For M3, please Use an accurate standard method in defining the sources of the benefits and costsmentioned.
Task 2: Be able to use the concepts of segmentation, targeting and positioning (sainsbury’s)
You will segment the market first, then target a market (or markets) and then position yourself in the market.
Show macro and micro environmental factors which influence marketing decisions in Sainsbury’s
- Define macroenvironment
- Use all from the following to explain how these factors influence marketing decisions inSainsbury’s.
- Macro environment: environmental scanning; political, legal, economic, socio- cultural, ecological and technological factors
- Define microenvironment
- Use 4 of the following to explain how these factors influence marketing decisions inSainsbury’s.
- Micro environment: stakeholders (organisation’s own employees, suppliers, customers, intermediaries, owners, financiers, local residents, pressure groups and competitors); direct and indirect competitors; Porter’s competitive forces
Propose segmentation criteria to be used for products in different Sainsbury’s outlets.
- What are the types of segmentation process? macro and microsegmentation
- What are the bases for segmenting markets: geographic, demographic, psychographic andbehavioural
- What are the benefits ofsegmentation?
- How Sainsbury’ssegments?
- segmenting industrial markets; size; value; standards; industrialclassification
- Propose segmentation criteria to be used for products in different Sainsbury’s outlets.
Measurable, Substantial, Accessible, Differentiable, Actionable.
Choose a targeting strategy for a selected product/service in Sainsbury’s
- M1 When choosing a targeting strategy in 2.3, compare at least two targeting strategies and, D1 Justify the choice that you made.
Demonstrate how buyer behaviour affects marketing activities in different buying situations in Sainsbury’s
- Define buyer behaviour dimensions of buyerbehaviour
- Use 4 of the following to explain how buyer behaviour affects marketing activities in different buying situations inSainsbury’s?
environmental influences; personal variables – demographic, sociological, psychological – motivation, perception and learning; social factors; physiological stimuli; attitudes; other lifestyle and life cycle variables; consumer and organisational buying
Propose new positioning for a selected product/service in Sainsbury’s
- Define positioning (add a few sentences on its influence over marketing mix factors)
- Propose new positioning for a selected product/service in Sainsbury’s
- D2 Demonstrate independence in attempting the tasks above Evidence: linked to the task above