Understand the Concept and Process of Marketing

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  • Explain the various elements of the marketing process

 

SKU: MAR000371

Task 1: Understand the concept and process of marketing

1.1   Identify the main elements of the marketing process and explain if your chosen example exhibits these characteristics.

1.2  Evaluate the benefits and costs of adoption a marketing orientation for your chosen example

 

Task 2: Be able to use the concepts of segmentation, targeting and positioning

2.1 Identify and explain TWO macro and ONE micro environmental factor which influence marketing decisions of your chosen example.

2.2  Propose and explain segmentation criteria to be used for two selected products of your chosen example  in different markets

2.3  Choose a targeting strategy for a selected product/service in Task 2.2

2.4 Demonstrate how buyer behavior affects marketing activities of your chosen example in buying situations of reutilized response behavior and limited problem solving.

2.5  Propose new positioning for a selected product/service in Task 2.2

 

Task 3: Understand the individual elements of the extended marketing mix

3.1  Explain how products are developed by your chosen example to sustain competitive advantage

3.2  Explain how distribution is arranged by your chosen example to provide customer convenience

3.3  Explain how prices are set by your chosen example to reflect  their  objectives and market conditions

3.4  Illustrate how promotional activity is integrated by your chosen example to achieve marketing objectives

3.5 Analyse the additional elements of the extended marketing mix (People, Process & Physical Evidence) can be applied to your chosen example.

 

Task 4: Be able to use the marketing mix in different contexts

4.1  Design two marketing mixes  for ONE selected product in TWO different segments offered by your chosen example

4.2  Illustrate differences for your chosen example in marketing products and services  to businesses rather than consumers

4.3 Show how and why international marketing differs from domestic marketing for your chosen example.

To achieve a PASS GRADE, the evidence must show that the student is able to meet all of the learning outcomes and assessment criteria:

LO1 – Understand the concept and process of marketing

  • Explain the various elements of the marketing process
  • 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

  • Show macro and micro environmental factors which influence marketing decisions
  • Propose segmentation criteria to be used for products in difference markets
  • Choose a targeting strategy for a selected product/service
  • Demonstrate how buyer behavior affects marketing activities in difference buying situations
  • Propose new positioning for a selected product/service

LO3 – Understand the individual elements of the extended marketing mix

  • Explain how products are developed to sustain competitive advantage
  • Explain how distribution is arranged to provide customer convenience
  • Explain how prices are set to reflect an organisation’s objectives and market conditions
  • Illustrate how promotional activity is integrated to achieve marketing objectives
  • Analyse the additional elements of the extended marketing mix

LO4 – Be able to use the marketing mix in different contexts

  • Plan marketing mixes for two different segments in consumer markets
  • Illustrate differences in marketing products and services to businesses rather than consumers
  • Show how and why international marketing differs from domestic marketing.

Overall the work adequately covers the descriptive elements of the brief but little attempt has been made to analyse or evaluate the information presented.  There is little discussion of what has been found through research with limited application of research to practice.

To achieve a MERIT GRADE , the evidence must show that the student is able to:

M1 –Identify and apply strategies to find appropriate solutions

  • Effective judgements have been made
  • Complex problems with more than one variable have been explored
  • An effective approach to study and research has been applied

M2 –Select/design and apply appropriate methods/techniques

  • Relevant theories and techniques have been applied
  • A range of methods and techniques have been applied
  • A range of sources of information has been used
  • The selection of methods and techniques/sources has been justified
  • The design of methods/techniques has been justified
  • Complex information/data has been synthesized and processed
  • Appropriate learning methods/techniques have been applied

M3 –Present and communicate appropriate findings

  • The appropriate structure and approach has been used
  • Coherent, logical development of principles/concepts for the intended audience
  • A range of methods of presentation have been used and technical language has been accurately used
  • Communication has taken place in familiar and unfamiliar contexts
  • The communication is appropriate for familiar and unfamiliar audiences and appropriate media have been used.

Overall the work covers the descriptive elements of the brief and a successful attempt has been made to analyse or evaluate the information presented.  There is detailed discussion of what has been found through research with successful application of research to the case organisation.

To achieve a DISTINCTION GRADE , the evidence must show that the student is able to:

D1 –Use critical reflection to evaluate own work and justify valid conclusions

  • Conclusions have been arrived at through synthesis of ideas and have been justified
  • The validity of results has been evaluated using defined criteria
  • Self-criticism of approach has taken place
  • Realistic improvements have been proposed against defined characteristics for success.

D2 –Take responsibility for managing and organizing activities

  • Autonomy/independence has been demonstrated
  • Substantial activities, projects or investigations have been planned, managed and organized
  • Activities have been managed
  • The unforeseen has been accommodated
  • The importance of interdependence has been recognized and achieved

D3 –Demonstrate convergent/lateral/creative thinking

  • Ideas have been generated and decisions taken
  • Self-evaluation has taken place
  • Convergent and lateral thinking have been applied
  • Problems have been solved
  • Innovation and creative thought have been applied
  • Receptiveness to new ideas is evident
  • Effective thinking has taken place in unfamiliar contents.

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