Unit 4 Marketing Principles

In: Business and Management

Submitted By Agens
Words 2332
Pages 10
Table of contents

| introduction | 3 | | outcome 2 – the concepts of segmentation, targeting and positioning | 3 | §2.1 | macro and micro environmental factors which influence marketing decision | 3 | §2.2 | segmentation creterias for products in different markets | 4 | §2.3 | targeting strategys | 5 | §2.4 | how a byer behaviour affects marketing activities in different buying situations | 5 | §2.5 | new positioning for a selected product/service | 6 | | outcome 3 –elements of the extended marketing mix | | §3.1 | explantion of how products are developed to sustain competitive advantage | 6 | §3.2 | explnation of how distribution is arranged to provide customer convinience | 7 | §3.3 | explnation of how prices are set to reflect an organisation’s objectives and market conditions | 8 | §3.4 | evaluation of how promotional activity is integrated to achieve marketing objectives | 10 | §3.5 | the analyse of the additional elements of the extended marketing mix | 12 | | outcome 4 – use of the marketing mix in different contexts | 14 | §4.1 | the plan of marketing mixes for two different segments in consumer markets | 14 | §4.2 | the illustration of differeces in marketing products and services to businesses rather than consumer | 16 | §4.3 | how and why international marketing differs from domestic marketing | 19 | | conclusion | 21 | | bibliografy and references | 22 |

introduction Marketing - “… the business activity that involves finding out what customers want, using that information to design products and services, and selling them effectively ...” [1] outcome 2 – the concepts of segmentation, targeting and positioning
§2.1 macro and micro environmental factors which influence marketing…...

Similar Documents

Principles of Marketing

...Principles of Marketing Project MKTG205-1302A AIU Online/ Unit 4 IP William K. Patterson II. 5-27-13 Principles of Marketing Project 1 When a person is considering selling a product there are many factors that must be added in, there are many steps that one must be familiar with if they choose to go about having success. There are no short cuts a person must know their research and have a good understanding on what the product is that they are working with as well as who they are trying to sell this product to and this process is called marketing. Marketing can be used in all walks and areas of life because it is simply value of a product, and or service being expressed to the buyers or customers.  Marketing includes many factors from the selling and sales of a product to the overall strategy of the advertising of the product or service. Marketing does have a major influence on business today for it can mean the life or death or a product or even company. Being that if a product is not marketed properly either people will not be aware of the product or possible customers can get the wrong persecution of a product, which can deter them from being affiliated with the good or service.   The product that I selected was the Rolex wristwatch.  A man introduced this product by the name of Hans Wilsdorf.  Wilsdorf has been known for the creation of one of the finest Swiss watches ironically he was a man from Kulmbach Germany, who opened Wilsdorf & Davis......

Words: 3379 - Pages: 14

Principles of Marketing

...------------------------------------------------- MKTG 210: PRINCIPLES OF MARKETING FINAL EXAM I. Multiple choice questions (40%) 1. ________ consists of direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships. a. Indirect-marketing b. Buzz marketing c. Guerrilla marketing d. Direct marketing e. Promotional marketing 2. For buyers, direct marketing is convenient, easy to use, and private. For sellers it is ________. a. a great tool for building customer relationships b. great to find customers that a firm might otherwise overlook c. a low-cost, efficient alternative for reaching their markets d. none of the above e. A, B, and C 3. Which of the following is NOT a form of direct marketing? a. face-to-face selling b. advertising c. telephone marketing d. direct-mail marketing e. none of the above 4. Ching sells organically grown produce. Often he will trade some of his produce for dairy products produced by other farmers. The sum of the values that others exchange is called a ________. a. price b. cost-plus price c. dynamic price d. common value price e. penetration price 5. Unlike the other 3Ps, price produces ________. a. revenue b. variable costs c. expenses ...

Words: 2337 - Pages: 10

Unit 4

... Marketing Principles Report: marketing process introduction: Marketing process The process of (1) analyzing marketing opportunities; (2) selecting target markets; (3) developing the marketing mix; and (4) managing the marketing effort. Marketing strategy The marketing logic by which the business unit hopes to achieve its marketing objectives. Marketing research The systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization. Introduction This discusses the details of marketing principles and this assignment has considered Coca cola, a company which is in the soft drinks industry as the base. This includes evaluation of benefits and costs of a company being market oriented and the deviation from its core activities. Further this discusses the micro and macro factors that affect Coca cola and how the marketing decisions should be taken considering these factors. The segmentation aspect which is adopted in Coca cola is discussed here. And effective strategies adopted in a company lead the company to achieve competitive advantage is been highlighted in this assignment. Further Targeting strategies, buyer behaviours that impact Coca cola is been discussed along with proposition for new positioning of the beverages of Coca cola. The distribution also plays a major part in a company’s marketing activities. And the strategies used by Coca cola......

Words: 369 - Pages: 2

Principle of Marketing

...BBM104/05 Principles of Marketing Tutor-marked Assignment 1 (TMA 1 – 20%) Submission Date: 7 March 2014 Semester January 2014 BBM104/05 Principles of Marketing  Tutor-marked Assignment 1 Instructions 1. TMA 1 covers Unit 1 and Unit 2. 2. TMA 1 contains 5 application questions 3. TMA 1 carries 20% of your final total marks 4. The assignment should be typed using Times New Roman, font size 12 and 1.5 spacing. Total word count should not exceed 3500 words. 5. The deadline for the submission of TMA is 7 March 2014. A softcopy of your TMA in Microsoft Word should be submitted via Online Assignment Submission System (OAS). 6. A softcopy of your TMA must also be submitted to your class Turnitin. Case Study Groupon: Helping Consumers with Purchase Decisions Source: Groupon Sdn Bhd, via www.groupon.com.my, University of Chicago graduate student, Andrew Mason was in a rut. "There's so much to do in Chicago," he explains,"but I found myself going to the same movie theaters and restaurants." To help people like him try new places, Mason started a website that offered coupons to large groups. He reasoned that people would try something new if the price was low enough, and that businesses would offer low prices if they knew they Sem: July 2013    Page 2 of 5  BBM104/05 Principles of Marketing  could sell a large quantity. The result was Groupon, a company that offers "group coupons" in deal-of-the-day offerings for local or national businesses.......

Words: 1469 - Pages: 6

Marketing Principles

...London School of Business & Management BTEC Level 4- HND in Business Centre No Unit No & Unit Title Course Title Lecturer’s Name Assignment Title & Type Assignment No Date Set Due Date Semester / Academic Year 90665 Unit 4, Marketing Principles HND in Business Achila Amarasinghe Understanding marketing principles: Unilever PLC Case study 1 w/c 06-10-2015 09-01-2015 1/2014 Unit Outcomes Covered: 1. Understand the concept and process of marketing 2. Be able to use the concepts of segmentation, targeting and positioning 3. Understand the individual elements of the extended marketing mix 4. Be able to use the marketing mix in different contexts. GRADING OPPORTUNITIES AVAILABLE Outcomes/ Grade Descriptors P4.1 √ Outcomes/ Grade Descriptors P4.1 2 √ P4.2 √ P4. 13 √ P4.3 √ P4. 14 √ P4.4 √ P4. 15 √ P4.5 P4. 6 √ √ M2 √ M3 √ P4. 7 √ D1 √ P4. 8 √ D2 √ P.4. P4. 9 10 √ √ D3 √ P4. 11 √ M1 √ Assessor: Signature: ______________ Date: ___/___/___ 1|Page Tutor Notes Key Points:  Your assignment should be handed in by the deadline.  This assignment must be your own work and original.  All sources of reference must be included.  You will be expected to check spelling mistakes and grammar.  Your name, student no and unit no should be in the footer of every page.  It should bear an appropriate report structure (such as a Table of Contents,Abstract, Introduction, Discussion, Conclusion, Recommendations, References, and Appendix (if necessary).  There should be......

Words: 2308 - Pages: 10

Marketing Principle

...Myanmar Imperial College Marketing Principle Assignment front sheet Learner name Min Khant Aung Date issued 06.09.2013 Qualification Edexcel BTEC Level 5 HNC Diploma in Busin ess Completion date 10.10.2013 Assessor name Mr Ronnie Kywe Thiyan Submitted on 07.10.2013 Unit number and title Unite 1 – Marketing Principle F/601/0556 Assignment title Marketing Principle In this assessment you will have opportunities to provide evidence against the following criteria. Indicate the page numbers where the evidence can be found. Criteria referenc e To achieve the criteria the evidence must show that the student is able to: Task no. Evidence 1.1 Explain the various elements of marketing process Evaluate costs and benefits of a marketing orientation for a selected organization. Show macro and micro environmental factors which influence marketing decisions. Propose segmentation criteria to be used for products in different markets Choose a targeting strategy for a selected product/service Explain how buyers’ behavior effects on marketing activities for “Green Villa” hotel 1 7-9 1.2 2 10 2.1 3 11-13 2.2 5 15 2.3 5 16 2.4 4 14 MIN KHANT AUNG Pg.1 Myanmar Imperial College Marketing Principle 2.5 Propose new positioning for a selected product/service Explain how products are developed to sustain competitive advantage Explain how distribution is arranged to provide customer convenience Explain how......

Words: 4696 - Pages: 19

Marketing-Principles

...Assignment Name : HND IN MARKETING PRINCIPLES Student Name : IGOR Student ID : XXXXX Semester : XXXXX CONTENTS PAGE Introduction 02 A Brief Overview of Nike, Inc. 02 A Brief History 02 Section LO1 - Process of marketing 03 Elements of marketing process 03 Costs and benefits of marketing 04 Section LO2 - Segmenting, Targeting and Positioning 05 Macro and Micro environments factors that influence marketing 05 Segmenting strategies 05 Targeting strategy 06 Buyers’ behaviour activities that affect marketing 07 Positioning strategy 07 Section LO3 - Marketing Mix 08 Extended marketing mix 08 Product development and sustainable competitive advantage 09 Distribution strategy 09 Pricing strategy 09 Promotional strategy 10 Section LO4 - Marketing Mix in different context (activity) 11 Planning marketing mix for two different segments in consumer markets 11 Marketing products and services for B2B markets 11 International marketing strategy 11 Credits and references 12 A BRIEF OVERVIEW OF NIKE, INC. Nike, Inc. is a major publicly traded sportswear and equipment supplier based in the United States. The company is headquartered near Beaverton, Oregon. It is the world's leading supplier of athletic shoes and apparel and a major manufacturer of sports equipment with revenue in excess of US$18.6 billion in its fiscal year 2008 (ending May 31, 2008). As of 2008, it employed more than 30,000 people......

Words: 4982 - Pages: 20

Marketing Principles

...Principles of Marketing Executive Summery Marketing principles influences largely on the activities of a business firm. The marketing principles focus on the key principles, functions and practices. These help the business firm or a company to compete effectively in the market in the ever changing trend to ensure profitability and growth. Through market research and analysis, the market is being categorized according to the business need. The marketing environment influences the business activities. Market segmentation divides the market to reach the customers properly. How the internal and external factors influence on the business strategies, how to set a positioning map, how to analyse competitors etc. have been discussed in this assignment. Contents Principles of Marketing 1 Executive Summery 2 Introduction 4 P1 Explaining the various elements of the marketing process using the key elements from the case 5 P2 Evaluating the benefits and costs of a marketing orientation. 7 P3 Macro and micro environmental factors which influence marketing decisions 8 P4 Proposing segmentation criteria to be used for products in different markets 9 P5 A targeting strategy for a selected product/service. 10 P6 Demonstrating how buyer behaviour affects marketing activities in different buying situations. You may draw your answers from the factors identified in case above. 12 P7 Proposing new positioning for a selected product/service. 13 P8 Explaining how products...

Words: 5725 - Pages: 23

Unit 4: Marketing Principles

...Higher National in Business Unit Number and Title Start Date Assignment Due Date Assessor Name Assignment No Assignment Title Assignment Brief Unit 4: Marketing Principles March,16 2015 April 12, 2015 Qamar Riaz 01 Understand the concept and process of marketing & Concepts of segmentation, targeting and positioning A. The assignment envisages process of marketing and marketing orientation. The Dunkin Donut case scenario will help the students to understand and explore further the importance of marketing orientation for an organization. B. The assignment encompasses the concepts of marketing environment, segmentation, targeting and positioning and the role of marketers in specific buying behaviors. Students are expected to use suitable examples, provide reasons and justifications to support their answers in their own words. Part A Assignment Task / Description: 1. Define Marketing. What is marketing process as set out in your text book. Explain the various elements of marketing process. ( LO1; Assessment Criteria 1.1) 2. Select an organization of your choice, identify the marketing orientation it focuses on and evaluate the benefits and costs of the marketing orientation for the selected organization ( LO1; Assessment Criteria 1.2) 3. The Dunkin’ Donut Case: ( LO1; Assessment Criteria 1.2) For more than 50 years, Dunkin’ Donuts has offered customers throughout the United States, and around the world, a consistent experience – the same donuts, the same coffee, the same......

Words: 1094 - Pages: 5

Principles of Marketing Unit One Ip

...Unit One IP: Principle of Marketing Unit One IP: Principle of Marketing By Porschia Cullen AIU Abstract The following material will reflect the Industry of Home Healthcare and the service it provides. Also to mention, this material that is discussed coincides at a marketing level and addresses key points of the marketing world and how home healthcare service contributes to society . The key points of interest that will be discussed are the following: Describe the function of marketing and demonstrate its importance to the overall success of the organization, Illustrate the environmental forces that effect marketing, Demonstrate investigative/research skills, Demonstrate a systematic approach to the application of relevant marketing tools to a variety of situations, Analyze the major challenges facing marketers, Identify the reasons why it is essential for the marketing department to collaborate with other departments in the organization in order to be effective, Demonstrate information processing skills. Therefore an understanding of marketing lingo, its contributions and how home healthcare service interacts within marketing. When discussing marketing and a service or product, there are a few factors that coincide with how and why a service or product distributes to society. Society is the overall dollar sign and determines how much a service or product will earn in revenue. When referring to marketing there is a simple formula that......

Words: 1183 - Pages: 5

Marketing Principles

...Marketing Principles Unit 1 Task 1 History Of Marketing The concept of Marketing that we see today is following the developments of the Industrial Revolution (This transition included going from hand production methods to machines - 18th and 19th century) which was a period of rapid social change. Mass production, developing transport infrastructure and growing mass media meant that producers needed to, and could develop more sophisticated ways of managing the distribution of goods. Marketing Orientations There are 4 main marketing orientations: Product Orientation –. An organisation would make a product and sell it without finding out if the customer wants or needs it. However the organisation will be very interested in making sure the product is high quality and good price. This is then likely to produce sales as the customer will be getting a good quality product. The company always needs to ensure there product maintains its quality and if at any point their quality drops they will lose customer loyalty. Although as markets grow and competitors start coming in to the picture this can work as a disadvantage:- Henry Ford Stated, that "Any customer can have a car painted any colour that he wants, so long as it is black." This was because in 1908 Henry had begun making Ford model T. He became the most successful car manufacturer and realised because demand was so high, customers were buying what was produced rather than demand anything different. He also didn’t want......

Words: 1491 - Pages: 6

Principles of Marketing

...Marketing Principles Contents Introduction. 2 Task 1 3 L.O 1: Understanding the concept and process of marketing 3 A.C 1.1: Various elements of the marketing process 3 A.C 1.2: Cost and benefit of the marketing orientation of the selected organization. 4 L O 2: Using the concept of segmentation, targeting and positioning. 5 2.1: Micro and macro environmental factors that influence marketing decisions. 5 A.C 2.2: Segmentation criteria to be used for products in different markets. 6 A.C 2.3: Targeting strategy for a selected products and services. 7 A.C 2.4: How buyer behavior affects marketing activities in different buying situations. 8 A.C 2.5: New positioning strategy for a selected product and service. 9 LO 3: Understanding the individual elements in the extended marketing mix. 10 A.C 3.1: How products are developed to sustain competitive advantages. 10 A.C 3.2: How distribution is arranged to provide customer convenience. 11 A.C 3.3: How prices are set to reflect an organizations objectives and market conditions. 12 A.C 3.4: How promotional activities are integrated to achieve marketing objectives. 13 A.C 3.5: Additional elements of the extended marketing mix. 14 Task 2 15 LO 4: Using the marketing mix in different context. 15 A.C 4.1: marketing mixes for two different segments in consumer market. 15 A.C 4.2: Differences in marketing products and services to business rather than consumers. 16 A.C 4.3: How and why domestic......

Words: 3896 - Pages: 16

Mrkt 310 Principles of Marketing Week 4 Writing Assignment

...MRKT 310 Principles of Marketing Week 4 Writing Assignment Follow Below Link to Download Tutorial http://homeworklance.com/downloads/mrkt-310-principles-of-marketing-week-4-writing-assignment/ For More Information Visit Our Website ( http://homeworklance.com/ ) Email us At: Support@homeworklance.com or lancehomework@gmail.com Week 4 Writing Assignment McDonalds Market Segmentation, Targeting, and Positioning Learning Outcomes 1. Segmentation. Students can use the segmentation characteristics to identify and describe market segments 2. Target Market. Students can identify a usable market segment to be a target market 3. Target-market strategy. Students can determine an appropriate target-market strategy. 4. Positioning. Students can develop and interpret a perceptual map. Directions • Thus far you have only been considering the customers of your product or service as one big group, or a mass market. More astute marketing breaks down this large group into smaller market segments of consumers who have like characteristics. For any given product or service there could be numerous market segments. However, company resources may only allow a company to pursue one or two or these market segments, which then become target market(s). Your job here is to break down the mass market for your product or service into at least two market segments and then pick one target market you think would have the most potential for future growth. This target......

Words: 1367 - Pages: 6

Mrkt 310 Principles of Marketing Week 4 Writing Assignment

...MRKT 310 Principles of Marketing Week 4 Writing Assignment Follow Below Link to Download Tutorial http://homeworklance.com/downloads/mrkt-310-principles-of-marketing-week-4-writing-assignment/ For More Information Visit Our Website ( http://homeworklance.com/ ) Email us At: Support@homeworklance.com or lancehomework@gmail.com Week 4 Writing Assignment McDonalds Market Segmentation, Targeting, and Positioning Learning Outcomes 1. Segmentation. Students can use the segmentation characteristics to identify and describe market segments 2. Target Market. Students can identify a usable market segment to be a target market 3. Target-market strategy. Students can determine an appropriate target-market strategy. 4. Positioning. Students can develop and interpret a perceptual map. Directions • Thus far you have only been considering the customers of your product or service as one big group, or a mass market. More astute marketing breaks down this large group into smaller market segments of consumers who have like characteristics. For any given product or service there could be numerous market segments. However, company resources may only allow a company to pursue one or two or these market segments, which then become target market(s). Your job here is to break down the mass market for your product or service into at least two market segments and then pick one target market you think would have the most potential for future growth. This target......

Words: 1367 - Pages: 6

Principles of Marketing

...American Intercontinental University Unit 2 Individual Project MKTG 205 – Principles of Marketing By James Clemons The word (Segmentation) is one with a broad definition that is both in-depth and somewhat simple all at once. The word Segmentation in brief means to separate, divide, and move apart or to section off, but when we apply the word to market it becomes a whole new creature. Market Segmentation according to Fennell, G., & Saegert, J. (2000) is the practice in which those in marketing seek to identify those groups, and segments of consumers that have some shared characteristics, and/or similar that include likes and needs so that they become the focus for the services or products that the company/business have to offer. There are quite a few forms of market segmentation here is a look at three that are used frequently. 1) Demographic Segmentation- this is said to be by far the “most popular and prevalent form of segmentation” (Wells, Victoria K.; Chang, Shing Apr-Jun2010) here consumers are placed on what are called “definite measurable scales” that would make it easy for both consumers and marketers to understand (Beane & Ennis, 1987). In other words people are placed or broken down in categories or groups Some of the demographics included, but are not limited to an age group, a race, a sexual gender, those that may be obesity, and those that are under weight. So as you can see this would cover a wide range of individuals, and......

Words: 888 - Pages: 4