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MARKETING PRINCIPLES HND BUSINESS BTEC UNIT 4 ASSIGNMENT THREE

Assessor / Tutor:

John Oakshott

Interim assignment: Individual feedback and guidance will be given for draft work. Final assignment: To be submitted to johnoakshott@mrcollege.ac.uk by 7.1.2013

Brief: With reference to the marketing mixes for two different segments in consumer markets explain how products are developed, distribution is arranged, prices are set and promotional activity is integrated. (L.O – 4.1, L.O – 3.1, L.O – 3.2, L.O – 3.3, L.O – 3.4) Choose one of these segments and analyze the additional elements of the extended marketing mix. (L.O – 3.5) Illustrate differences in marketing products and services to business rather than consumers and why international marketing differs from domestic marketing? (L.O – 4.2, L.O – 4.3) Layout and referencing: The assignment must be written in a report format. Each page must be numbered at the bottom right of each page. Spell-check the document and make sure there are no grammatical errors. Your finding must be identified using the Harvard referencing You must include a bibliography at the end to show where your information was sourced. The words used in your bibliography will not be included in your word count.

Word count:

2000.

The number of words used must be noted at the foot of the last page.

Assignment Brief Internally Verified as fit for purpose by Leslie Doyle 12th December 2012

product strategy. physical distribution management and logistics. internet and online marketing The shift from the 4Ps to the 7Ps: product-service continuum. re-seller Services: nature and characteristics of service products (intangibility. psychological. sales promotion. elements of physical product marketing.2 TOPICS COVERED 3 Understand the individual elements of the extended marketing mix Product: products and brands – features. new product development. government. channel selection. cultural differences. ethical issues Price: perceived value. Distinction descriptors D1: Use critical reflection to evaluate own work and justify valid conclusions. promotional mix elements. physical evidence and process management) 4 Be able to use the marketing mix in different contexts Consumer markets: fast moving consumer goods. adding value through service. industrial. the total product concept. D2: Take responsibility for managing and organising activities. the EU. franchising. product mix. advertising above and below the line including packaging. definition of channels. strategies. the significance of the soft elements of marketing (people. concept of the extended marketing mix. variability. public relations and sponsorship. M3: Present and communicate appropriate findings. pricing context and process. tangible and intangible benefits International markets: globalisation. product life cycle and its effect on other elements of the marketing mix. adoption process Place: customer convenience and availability. competition. perishability. advantages and benefits. Assignment Brief Internally Verified as fit for purpose by Leslie Doyle 12th December 2012 . pricing strategies. integrated communication process (SOSTT + 4Ms). inseparability. ownership. market attractiveness. coordinated marketing mix to achieve objectives Organisational markets: differences from consumer markets. direct marketing and personal selling. service quality. discriminatory. integration and distribution systems. costs. types and functions of intermediaries. ethical issues Promotion: awareness and image. effective communication. non-profit making. branding. benefits and risks. push and pull strategies. M2: Select/design and apply appropriate methods/techniques. international marketing mix strategies Students need to achieve all the assessment criteria for a ‘Pass’ All Assessment Criteria = Pass All Assessment Criteria + All Merit descriptors = Merit All Assessment Criteria + All Merit descriptors + All Distinction descriptors = Distinction Merit descriptors M1: Identify and apply strategies to find appropriate solutions. consumer durables. heterogeneity – the 7Ps). demand elasticity. standardisation versus adaptation.

1 plan marketing mixes for two different segments in consumer markets 4.3 show how and why international marketing differs from domestic marketing Assignment Brief Internally Verified as fit for purpose by Leslie Doyle 12th December 2012 .1 explain how products are developed to sustain competitive advantage 3.2 illustrate differences in marketing products and services to businesses rather than consumers 4.2 explain how distribution is arranged to provide customer convenience 3.4 illustrate how promotional activity is integrated to achieve marketing objectives 3.5 analyse the additional elements of the extended marketing mix LO4 Be able to use the marketing mix in different contexts 4.3 D3: Demonstrate convergent/lateral/creative thinking.3 explain how prices are set to reflect an organisation’s objectives and market conditions 3. ASSESSMENT CRITERIA COVERED LO3 Understand the individual elements of the extended marketing mix 3.

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