MARKETING PRINCIPLES

LO1 Understand the concept and process of marketing

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

LO3 Understand the individual elements of the extended marketing mix

LO4 Be able to use the marketing mix in different contexts

Task One –  The concept and process of marketing

Scenario

As a newly appointed Marketing Manager, you are required to carry out a detailed industry analysis for your chosen organisation. The purpose of this is to formulate a suitable marketing campaign for your chosen organisation.

As part of the introduction to your industry analysis give a brief

1. Explanation of the various elements of the marketing process.

2. Evaluate the benefits and costs of marketing orientation for the selected organisation.

Task Two - Segmentation, Targeting and Positioning

The following into Youtube : ‘Segmentation, Targeting, and Positioning - McDonald's’

Task : After watching the video above, produce a written discussion and:

1. Show macro and micro environmental factors which influence McDonald’s marketing decisions.

2. Propose segmentation criteria to be used for products indifferent markets for McDonald.

3. Choose a targeting strategy for a selected product/service for McDonald.

4. Demonstrate how buyer behaviour affects marketing activities in different buying situations at McDonald.

5. Propose new positioning for a selected product/service at McDonald.

Task Three –   The individual elements of the extended marketing mix

1. Explain how products are developed to sustain competitive advantage

2. Explain how distribution is arranged to provide customer convenience

3. Explain how prices are set to reflect an organisation’s objectives and market conditions

4. Illustrate how promotional activity is integrated to achieve marketing objectives

5. Analyse the additional elements of the extended marketing mix

Task Four –   Using the marketing mix in different contexts

P.Lal Store was establised in 1929, located in Petaling Jaya, Selangor. P.Lal Store, is a third generation family-owned busines, tends to be run informally, the way one might run the family. Together with its growth, the family has been advised to introduce a Marketing department.

However, the owners seem reluctant and unconvinced about the benefits of such a function in the organisation. As a Marketing Consultant, write a report to convince the owners of the importance of including this function in their organisation. Your report must include the following:

1. Plan marketing mixes for two different segments in consumer markets

2. Illustrate differences in marketing products and services to businesses rather than consumers

3. Show how and why international marketing differs from domestic marketing