Question

He already has staffs that are qualified to bring out this work, and much of their time is wasted at moment, as they are only busy while Smith has made a recent visit to the auctions. He has contacted you as marketing adviser at local Business Centre to give him some help.

(a) Describe to him the three following terms while highlighting their benefits to an organization for him to be able to use his accessible data and hence better market his cars-

i. Segmentation
ii. Targeting
iii. Positioning

(b) Arrange an outline marketing diagram for Smith for the next twelve months. Use information in the Case Study and state any assumptions you make about his business. Your outline plans has to contain and explain the following headings-

1. Marketing Objective
2. Segments to be targeted
3. Clarify marketing mix by using case study and stating to him what the following are-
4. Product
5. Price
6. Promotion
7. Place

(c) Describe the term ‘marketing research' to Mr. Smith

(d) Assist Mr. Smith to differentiate between ‘primary research' and ‘secondary research' so that he can improve the level of customer service of his organization.