Assessment

The expanded marketing mix

Word Limit: 3500 words.

Task

The final stage of the marketing audit is for you to evaluate how well the marketing mix of the organisation is performing for your chosen organisation. Referring to the chapters 7-14 of the text, and with the use of secondary research, please provide informed answers to the following questions:

1. Are there any products/services able to benefit from quality, feature and style improvements? If so, how?

2. Are there any new products worth adding?

3. What are the pricing objectives , policies, strategies and procedures? To what extent are prices set on sound cost, demand and competitive criteria.

4. What are the distribution objectives and strategies. How can these be improved?

5. What are the organisation's promotional objectives and strategies? Are they sound?

6. How could the promotional budget be improved to get better results?

7. How could the use of the expanded marketing mix, as outlined in chapter 14 be used to improve the performance of the organisation?

Rationale

This assignment is the final part of the marketing audit and focuses student learning on the specific of each part of the marketing mix and how well they are being applied in a business or organisational environment. The assignment also introduces the concept of the expanded marketing mix, and how it can be applied to modern organisations. This assignment is intended to show an application of detailed knowledge, analysis and judgment gained from the subject.