Assignment Brief
Introduction
Format your assignment by answering each task in turn, labelling each task, and subtask, with the appropriate number and letter. Please remember to put your name and student number on the assignment.
After completing the Marketing Principles module you should be able to:
- Understand the concept and process of marketing
- Use the concepts of segmentation, targeting and positioning
- Understand the individual elements of the extended marketing mix
- Use the marketing mix in different contextsAssignment Task
The assignment is in two parts:
PART A is to be submitted for final assessment
This is optional and does not contribute to the grading for the module and whether you do this or not you must still submit Part A i.e. in one MS Word document,
.You can email the drafts/s to your tutor earlier if you are ready to but please ensure that you have worked through the learning materials BEFORE you put any draft work / assignment plan together.
The tutor's email address can be found on the module page on ilearn and you will receive feedback within seven working days.
PART A
In Unit 3 of the ilearn learning materials you will have discovered the basis of the 4Ps (the basic marketing mix) as well as the ‘extended' 7Ps. This initial short assignment task gives you an opportunity to apply it and to receive some early feedback from your tutor.
(Assessment Criteria 3.1, 3.2, 3.3, 3.4, 3.5,4.1)
You should identify two similar products with similar basic product features that aim at different CONSUMER (4.1)market segments. You do not need to concern about where the product was developed and made. It can be made locally or imported. For example you might compare a shampoo formulated for baby that can be used by adults and a shampoo formulated for women who suffering from hair loss. You should then use the table format shown below to illustrate, analyseand explainhow the two businesses use each of the elements of the marketing mix for the products/services that you have selected.
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Product or Service A
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Product or Service B
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Product
(3.1)Explain how products are developed to sustain competitive advantage
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Place
(3.2)Explain how distribution is arranged to provide customer convenience
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Price
(3.3)Explain how prices are set to reflect an organisations objectives and market conditions
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Promotion
(3.4)Illustrate how promotional activity is integrated to achieve marketing objectives
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People
(3.5) Analyse the additional elements of the extended marketing mix
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Physical Evidence
(3.5) Analyse the additional elements of the extended marketing mix
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Process
(3.5) Analyse the additional elements of the extended marketing mix
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Suggested Word Count 1000 words.