The purpose of this assignment is to:
Provide learners with understanding and skills relating to the fundamental concepts and principles that underpin the marketing process.
Scenario:
Choose a company of the fast moving consumer product with which you are familiar and apply your knowledge of marketing to the company of your choice (Tasks 1, 2, 3 and 4).
Task 1.1 : – Criteria reference- LO1 Understand the concept and process of marketing: 1.1 explain the various elements of the marketing process.
To achieve the criteria the evidence must show that you are able to:
criteria – marketing process overview: marketing audit; integrated marketing; environmental analysis; SWOT analysis; marketing objectives; constraints; options; target markets and marketing mix;
Task 1.2 evaluate the benefits and costs of a marketing orientation for a selected organization
To achieve the criteria the evidence must show that you are able to:
costs and benefits: links between marketing orientation and building competitive advantage;benefits of building customer satisfaction; desired quality; service and customer care; relationship marketing; customer retention; customer profitability; costs of a too narrow marketing focus
Task 2.1: – LO2 Be able to use the concepts of segmentation, targeting and positioning: 2.1 show macro and micro environmental factors which influence marketing decisions
To achieve the criteria the evidence must show that you are able to:
Macro environment: environmental scanning; political, legal, economic, socio-cultural, ecological and technological factors Micro environment: stakeholders; direct and indirect competitors; Porter’s competitive forces
Task 2.2: – propose segmentation criteria to be used for products in difference markets
To achieve the criteria the evidence must show that you are able to:
segmentation: process of market selection; bases for segmenting markets, geographic, demographic, psychographic and behavioural;
