Assignment 1 - Application of marketing theories manage PDF

Preview

Summary

Principles of Marketing (MGM3211)==> Group 1 (Mdm. Wong) Semester 1, 2021/ASSIGNMENT 1: APPLICATION OF MARKETING THEORIES==> 20%The class will be divided into groups with 5-6 members per group. Each group is required to choose any TWO consumer products. The group is required to develop an int...

Description

Principles of Marketing (MGM3211) ==> Group 1 (Mdm. Wong)  Semester 1, 2021/2022

ASSIGNMENT 1: APPLICATION OF MARKETING THEORIES ==> 20% The class will be divided into groups with 5-6 members per group. Each group is required to choose any TWO consumer products. The group is required to develop an integrated marketing mix (4Ps – Product, Price, Place, and Promotion) for the two chosen consumer products. Then, the group also needs to identify the marketing strategies (Segmentation, Targeting, Differentiation, and Positioning) for the two chosen consumer products. Finally, the group is also required to classify the two chosen consumer products (Convenience, Shopping, Specialty, or Unsought). You may refer to chapters 2, 7 and 8 for more details on the concepts and theories.

The group must analyzed one product by one product. The group must complete and submit the findings of the assignment (in power point format ONLY) to the lecturer one day before the presentation. Please include all the members’ names and matric numbers as the first power point slide.

1

-

Students must explain at least two items stated for each marketing mix element.

-

Students must include all the 4 elements in the customer driven marketing strategy: a) Segmentation, b) Targeting, c) Differentiation, and d) Positioning.

2

-

Students must identify which segmentation method/variable is the most appropriate (choose one segmentation method/variable only) for each chosen consumer product.

-

Students

must

identify

which

market-targeting

strategy

(undifferentiated,

differentiated, concentrated, and micromarketing) is the most appropriate (choose one strategy only) for each chosen consumer product.

3

-

Students must explain how the chosen consumer products are different from other brands. Students may explain the differences by emphasizing the competitive advantages or the uniqueness of the chosen consumer products.

-

Students must explain the special features of the chosen consumer products that they “see” in their minds. Students may explain why the chosen consumer products will be the priority of purchase among all the brands.

4

-

Students must classify the chosen consumer products either as convenience, shopping, specialty, or unsought.

5...