marketing principles assignment_1

Edexcel BTEC Level 5 Higher National Diploma in Business

Management

Unit: 4 Marketing Principles

Credit Value: 15 credits

QCF Level 4 Unit Code: F/601/0556

Assignment ref: 4/Term2/2012

Learning Outcomes:

1 Understand the concept and process of marketing2 Be able to use the concepts of segmentation, targeting and positioning3 Understand the individual elements of the extended marketing mix4 Be able to use the marketing mix in different contexts.

Learner’s Name:

Edexcel Registration No.

Group:

Date issued: 25th January 2012

Submission due dates:

Tutor’s Name: Dr Mabel Zvobgo

Date submitted:

Date for re-submission:

Date re-submitted:

Birmingham Management Training College Centre number: 26504

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The work for this assignment must be submitted in accordance with the instructions given at the end of the assignment.

You are reminded that late work will not be accepted for assessment.

Please read the following statements and tick if you understand and agree:

Plagiarism occurs when a person uses another person’s work or ideas and claims that they are their own. Plagiarism can take the form of direct, word-for-word copying or the theft of the substance or idea of the work

It is plagiarism if I attempt to pass someone else’s work off as my own, even if I have changed some of the original words or original structure or the originator of the work has given me permission

It is plagiarism if I do not make a clear distinction between my own commentary and the views, quotations and commentary of others by clearing referencing them as such

It is plagiarism if I use quotations, ideas or comments of another person, but fail to reference them correctly because I can’t remember the original source of the information

I understand that if I work with another on the assignment, I must clearly mark the sections of work which were prepared together, and that which is my own work

I understand that to avoid plagiarism I must ensure that I correctly reference any paraphrases or quotations used within my work.

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Student Declaration

I declare that all the work submitted for this assignment is my own work or, in the case of group work, the work of myself and the other members of the group in which I worked, and that no part of it has been copied from any source.

I understand that if any part of the work submitted for this assignment is found to be plagiarised none of the

work submitted will be allowed to count towards the assessment of the assignment.

Student Signature Date work handed in

Student’s Name

Aims:This unit aims to provide learners with understanding and skills to the

fundamental concepts and principles that underpin the marketing process.

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Unit Abstract:

This unit gives learners the opportunity to apply the key principles of

marketing.

The unit looks at definitions of marketing and what is meant by marketing

orientation and marketing process. Learners consider the use of

environmental analysis in marketing and carry out the micro and macro

analysis. They also investigate the importance of market segmentation,

buyer behavior and positioning.

The unit also looks at the elements of both the original and extended

marketing mix. This includes an introduction to the concept of the product

life cycle, new product development, pricing strategies, distribution

options and the promotion mix.

Learning outcomes for this assignment:

1. Understand the concept and process of marketing2 Be able to use the concepts of segmentation, targeting and

positioning3 Understand the individual elements of the extended marketing

mix4 Be able to use the marketing mix in different contexts

Instructions:1. Task 1, 2 and 3 requires you to produce a business report

addressed to the Marketing Director of your chosen organisation.

2. The word count of the report is 2500-3000 words3. Word process the assignment and justify the margins4. Use 12 point on Times New Roman script and double spacing

5. Task 4 requires you to prepare and deliver a PowerPoint presentation of 12-15 slides(excluding references and

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appendices to be delivered over 15 minutes (including answers and questions)

Scenario

Assuming you are the Marketing Manager of an organisation with which you are familiar and at a meeting with the Marketing Director, you were informed that the Managing Director of the organisation has tasked the Marketing department to bring awareness to the employees on Marketing principles. The Marketing Director asked you to write a report addressing all issues at task 1, 2 and 3.

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TASK 1Learning Outcome 1: Understand the concept and process of marketing

1.1 Explain the various elements of the marketing process

You are required to consider the following in formulating you answer:

Market audit, integrated marketing, environmental analysis, SWOT analysis,

marketing objectives

1.2 Evaluate the benefits and costs of marketing oriented

organisation that you are familiar with.


desired quality, service and customer care, relationship marketing, customer

retention, customer profitability, costs of too narrow marketing positioning

TASK TWOLearning Outcome 2: Be able to use the concepts of segmentation, targeting and positioning

2.1 Show macro and micro environmental factors which influence

marketing decisions in your chosen organisation


macro: environmental scanning, political, legal, economic, socio-cultural,

ecological and technological factors , micro: stakeholders, direct and

indirect competitors, Porter’s five forces)

2.2 Propose segmentation criteria to be used for

products/services in different markets for your chosen

organisation

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You are required to consider the following in formulating you answer::

geographic, demographic, psychographic and behavioural, evaluation of

segments

2.3 & 2.5 Select a product/service from your chosen organisation,

choose a targeting strategy and propose new positioning for the

product/service


undifferentiated, (mass) marketing, differentiated (segmented marketing), concentrated (niche) marketing and Micromarketing-( local or individual marketing). Company resources, product variability, product life cycle, market variability competitors marketing strategies. 1 Positioning definition and meaning, influence over marketing mix factors, value positioning, and positioning statement

2.4 Demonstrate how buyer behaviour affects marketing activities

in different buying situations


environmental influences, personal variables-demographic, sociological,

psychological, motivation, social factors, physiological stimuli, attitudes,

other lifestyle and life cycle variables, consumer and organisational buying

Tasks 3Learning Outcome 4: Be able to use marketing mix in different contexts

4.1 Plan marketing mixes for two different segments in consumer

markets


product, place, price, promotion and the 3 soft Ps-people, processes and

physical evidence.

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4.2 Illustrate differences in marketing products and services to

businesses rather than consumers


Differences of organisational and consumer markets

4.3 Show how and why international marketing differs from

domestic marketing


Globalisation, culturally differences , standardisation versus adaptation, the EU , benefits and risk ; markets attractiveness, international marketing mix strategies

TASK 4Learning Outcome 3 Understand the individual elements of the extended marketing mix

Scenario;As a newly appointed marketing manager of your organisation you are tasked to convince the board to increase the marketing budget for 2012 in this difficult economic period. You are asked to deliver a 15 minutes power point presentation to members of the Board on the 7th March 2012. Your presentation should consist of 12-15 slides (excluding references and appendices). You are expected to address the following issues below (3.1. 3.2. 3.3. 3.4 and 3.5):

3.1 Explain how the products of your chosen organisation are

developed to sustain competitive advantage

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Research and development and new product development

3.2 Explain how distribution is arranged to provide customer

convenience in your chosen organisation.


Customer convenience and availability ,integration and distribution systems,

franchising, physical distribution management and logistics and channel

selection

3.3 Explain how prices are set to reflect your chosen organisation’s

objectives and market conditions.


Pricing strategies, costs psychological and discriminatory and ethical issues

3.4 Illustrate how promotional activity is integrated to achieve

your organisation’s marketing objectives


Effective communication process (SOSTT +4Ms.) Promotional mix elements;

push and pull strategies; advertising above and below the line including

packaging, public relations and sponsorship, sales promotion, direct

marketing and personal selling ; branding , internet and online marketing

3.5 Analyse the additional elements of the extended marketing mix

applying to your chosen organisation


Concept of the extended marketing mix, significance of the soft elements of

marketing (people, physical evidence and process management)

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Student Guidelines

1. You should use diagrams and tables of figures where appropriate

ensuring that you reference their source.

2. Referencing Information Sources: You should reference all

information gathered from published materials and the internet in the text

of your assignment and in a complete reference at the end of each report

using the Harvard referencing system.

3. Reports: The report tasks must be typed. Hand written assignments

will not be accepted unless prior permission has been granted.

Word process the assignment and justify the margins Use 12 point on Times New Roman script and double line spacing Use the Harvard referencing system Number pages

Students with disabilities must inform the tutor that another person will

be typing the assignment and that person must be approved by the tutor

in advance.

4. Word Limits: Assignment should be completed within 2500-3000

words. Word counts do not include tables of figures, diagrams, title

pages, contents pages, references, the final reference and any

appendices.

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5. Penalties for Late Submissions: Late submissions will be assessed

and grades awarded at the beginning of next term. Late assignments that

were referred must then be corrected and submitted by the fourth week of

that term otherwise it will not be re-assessed until the term after that.

6. Portfolios of Evidence: Students should keep copies of all

assignments they submit for assessment and make a portfolio of their

work together with the assessment feedback and grading. The portfolio

will be required at the time of standards moderation by Edexcel. All grades

awarded are provisional and do not become confirmed until Edexcel

standards verifier has approved them.

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Learning outcomes and assessment criteria

Learning outcomesOn successful completion ofthis unit a learner will:

Assessment criteria for passThe learner can:

LO1 Understand the concept and process of marketing

1.1 explain the various elements of the marketing process1.2 evaluate the benefits and costs of a marketing orientation for a selected organisation

LO2 Be able to use the concepts of segmentation, targeting and positioning

2.1 show macro and micro environmental factors which influence marketing decisions2.2 propose segmentation criteria to be used for products in different markets2.3 choose a targeting strategy for a selectedproduct/service2.4 demonstrate how buyer behaviour affects marketing activities in different buying situations2.5 propose new positioning for a selected product/service

LO3 Understand the individual elements of the extended marketing mix

3.1 explain how products are developed to sustain competitive advantage3.2 explain how distribution is arranged to provide customer convenience3.3 explain how prices are set to reflect an organisation’s objectives and market conditions3.4 illustrate how promotional activity is integrated to achieve marketing objectives3.5 analyse the additional elements of the extended marketing mix

LO4 Be able to use the marketing mix in different contexts

4.1 plan marketing mixes for two different segments in consumer markets4.2 illustrate differences in marketing products and services to businesses rather than consumers4.3 show how and why international marketing differs from domestic marketing.

Assessment Criteria for Merit

Learning Outcome:In order to achieve

Assessment Criteria

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merit a learner must: M1

Identify and apply strategies to find appropriate solution

Effective judgment have been made to choose a targeting strategy for a selected product or service (2.3)

Strategies have been explored to explain the various elements of the marketing mix (1.1)

M2

Select/design and apply appropriate methods/techniques

Relevant theories and techniques have been applied:

to propose segmentation criteria for products to be used in different markets (2.2)

to propose a new positioning for a selected service or product the (2.5)

to how products are developed to sustain competitive advantage (3.1)

Range of methods and techniques has been employed like text books, internet, journals, newspapers, etc. and Harvard referencing have been applied throughout

M3 Present and communicate appropriate findings.

Logical and coherent judgment have been made to;

plan for marketing mixes for two different segments in consumer markets ( 4.1)

explain how prices are set to reflect an organisation’s objectives (3.3)

illustrate the differences in marketing products and services to businesses rather than consumers ( 4.2)

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Assessment Criteria for Distinction

In order to achieve a distinction the learner must:

Assessment Criteria

D1

Use critical reflection to evaluate own work and justify valid conclusions

Conclusions have been arrived when analysing the additional elements of the extended mix (3.5)

Synthesis has been done to demonstrate how buyer behaviour affects marketing activities in different buying situations (2.4)

D2

Take responsibility for managing and organising activities

Autonomy/independence has been demonstrated throughout the complete assignment

Effective time management has been demonstrated

Demonstrate the ability to show how macro and micro environmental factors influence marketing decisions ( 2.1)

D3

Demonstrate convergent/lateral creative thinking

Ideas have been generated and decisions taken to evaluate the benefits and costs of a marketing orientation for a selected organisation (1.2)

Ideas have been generated and decisionsto illustrate how promotional activity is integrated to achieve marketing objectives (3.4)

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marketing principles assignment_1

Documents

sustain competitive advantage

international marketing differs

product life cycle

extended marketing mix

micro environmental factors

organisations objectives

learning outcomes

marketing mix