Assignment 2 Hints
-
Upload
nguyen-hong-hiep -
Category
Documents
-
view
214 -
download
0
Transcript of Assignment 2 Hints
-
8/13/2019 Assignment 2 Hints
1/6
Assignment Ideas
1
-
8/13/2019 Assignment 2 Hints
2/6
The Purpose of the Assignment is to show what you
know about marketing. So where have we been so far?
We have already covered these topics and you should look to apply them if
they are relevant to your assignmentThe Marketing Philosophy
Customer Value
Consumer Behaviour
Segmentation
Product Planning (eg Product Life Cycle, Augmented Product, Product Development)Pricing
We will have only just started on the following topics by the time the
assignment is due, so I dont expect to see them in the assignment
Services
CommunicationsDistribution
2
-
8/13/2019 Assignment 2 Hints
3/6
The topics we have used can be divided into two
main categories1. Frameworks weve used to analyse customers..
You dont have to use all of these, but I would be
surprised if at least 2 or 3 of these concepts weren't
relevant to your assignment
Customer Value
Consumer Behaviour
Involvement Theory
Segmentation
Product Life Cycle (and the diffusion of
innovations)
3
-
8/13/2019 Assignment 2 Hints
4/6
2. ..the tools marketers use to create value for customers
applying the Marketing Mix
Product
Brands
New product development / co-product
Augmented product
Pricing strategy
These are still to come:
Communications Mix
Distribution Channels
4
-
8/13/2019 Assignment 2 Hints
5/6
-
8/13/2019 Assignment 2 Hints
6/6
What I dont want is just a description of what a company
does. Some examples
A description of the ad without any explanation as to why it is relevant:
Toyota include a lot of imagery in their ads
Toyota have very creative ads
Guessing an explanation without going back to the theoretical principles
These ads are used by Toyota probably work because theyve worked in thepast
Toyota does a lot of television advertising, so it must work because they keep
on using it.
Vague statements
Toyota uses fun, up-beat advertising because it appeals to the target market
These are just highly subjective statements and personal opinions that are
not supported by the application of marketing concepts we have used in
the course and no analysis!!6