MAN7AIM-Principles of Marketing Review – Management Assignment Help

Assignment Task

Task 

Principles of Marketing

Learning outcomes
LO1 Critically evaluate the factors that can affect marketing practices within a company or a not-for-profit organisation
LO2 Critically analyse methodologies and marketing frameworks for creating and delivering a proposition, to increase customer value
LO3 Critically appraise how market segmentation, differentiation and positioning all contribute to a marketing strategy.

Task 1 
Answer any three of the following four short questions.
a. Using an example, distinguish between needs and wants of your organisation’s clients, customers or beneficiaries (whichever term you use in the workplace) for the services you provide.

b. Firstly, justify the importance to your organisation of evaluating the concept of customer value. Secondly, review the different ways your own organisation, or one of your choice, creates and provides customer value to its customers, clients or beneficiaries (which ever term you use in the work place).

c. Emirates Airlines, in the case study in Week 3, talks about its mission to be ‘a customer driven organisation’. Select any one of the three sectors below, and compare and contrast how they create customer value for their customers:
• A budget airline and a global airline like BA or Singapore Airlines;
• Airbnb and Hyatt Hotels;
• A small, niche estate agency (real estate) and a national chain of estate agents.

d. Explain how any three influences in the marketing environment directly, or indirectly, affect your organisation or an organisation of your choice.

Task 2 
Write a critical statement on the key points made in the article ‘Phillips: Analysing the marketing environment in the Middle East’ in Chapter 3 of Kotler et al. (2017) which you read in Week 4, Activity 4.2.

Make sure you respond to all of the following questions:
a. What market research techniques did Phillips adopt in the Middle East, and how successful do you believe they were in achieving their marketing goals? Justify your opinion by selecting supportive evidence from the article.
b. What do you consider are the critical success factors that influence the lighting market in the Middle East?
c. To what extent is it correct to say Phillips fully analysed the market environment before implementing its marketing strategy for the Middle East?

Task 3 
Write a mini essay.
Selecting examples from your own organisation, or an organisation of your choice, critically examine the importance of both of the following:
• Understanding the clients’ needs and wants.
• Reviewing changes in the marketing environment.

Finally, assess how the evidence gained from an investigation of these two factors can be used to create new marketing goals.

Additional guidance
You can include tables, screenshots or graphics, if you wish. Note that the words in tables will count towards the total word count.
Specific support and guidance on the structure of a mini essay will be provided in the Assignment 1 preparation webinar, accompanied with a mini essay structure in one of the webinar slides.
 

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