Marketing

N1067 Introduction to MarketingAssessment Period: August 2020 (A4)Duration: 24 hour Take Away PaperCandidates must attempt TWO questionsAll questions are equally weightedInstructions:1) The paper will be available from: 10am BST on Friday 28th August.2) The deadline for submitting the exam is: 10am BST on Saturday 29th August.3) The exam is individual work, carried out upholding the values of academic integrity.4) You are expected to spend approximately 8 hours on this paper.5) The material to be used to answer the questions can be found in the Introduction to Marketing lectures (and slides), workshop slides and the core textbook as well as reputable marketing journals and textbooks.6) Answers should be typed on this exam paper, removing the questions that you have not chosen to answer.7) You should write approximately 1,000 – 1,400 words per answer, using multiple headings and subheadings. Reference your work using the Harvard referencing system and include a brief bibliography for each answer. The bibliography is excluded from the word count.8) Please submit either a MS Word or PDF copy of your answers as a single document using the appropriate link on Canvas. Please note: you should not submit a ‘pages’ file.9) To ensure your anonymity in this assessment, please do not write your name anywhere in the final submitted document.10) To address any queries related to the text of the exam, contact the School Office by email at [email protected] between 10:00am – 12:00pm BST on the day the TAP is released. Only queries received during this time will be looked at.• Please only use the email address above and do not contact the convenor directly. This is to replicate as best as possible the examination setting and to guarantee fairness to everyone. Responses will be made available to all students at the same time via the Announcements page on the module Canvas site. • In the unlikely event that the query has not been answered by 2:00pm BST, the query will go unanswered. This is to maintain consistency and fairness across all modules. Please therefore remember to check the Announcements page for any important updates. • If you wish to ensure your question is addressed, please make sure to read all questions through thoroughly as soon as the TAP is released so that you can submit any questions during the 10:00am – 12:00pm BST query window.If you experience IT issues, you will need to send a screenshot of your issue and submit it to IT via their help system: http://www.sussex.ac.uk/its/help.Late submission of this assessment is not permitted. If you are unable to submit the assignment due to a sudden and unforeseen situation, please check guidance on Exceptional Circumstances.Please answer TWO questions, and write your answers as essays / reports.Your tutors will not respond to questions about exam topics during the period the exam is ‘live’.1. You are the marketing director of a small business selling second-hand cars. Analyse the relevance of each of the elements of the marketing mix (7Ps) to your business, giving examples relevant to a geographic market of your choice.2. Analyse the ways that the characteristics of services (as identified by Brassington and Pettitt) affect the marketing of services using examples of a service and geographic market of your choice. (Please note: you may not select a hotel as your service)3. You are the marketing director of luxury car maker Aston Martin. How does an understanding of the product onion (as originally described by Kolter and then enhanced by Brassington & Pettitt) help with the marketing of your products?4. You are launching a new top-of-the-range foldable smartphone in the UK to compete against Apple’s iPhone. Recommend distribution and pricing strategies, justifying the choices you make.5. You are responsible for all external and internal communications at McDonald’s. For a geographic market of your choice: map the main stakeholder groups and outline a communications strategy which explains and justifies your use of the marketing communications mix.6. You are the UK marketing director for an up-market London department store such as Harrods. Which of Michael E. Porter’s three ‘generic strategies’ from his 1985 paper ‘Creating and Sustaining Superior Performance’ might you be following? Please justify your answer with examples of actions Harrods might be taking.ND OF PAPER

Essay 2Think about how the use of celebrities in endorsements affects your buying decisions. If one of these endorsers had a bout of bad behavior, would that influence your purchasing and allegiance to that product and, ultimately, the company?Your journal entry must be at least 200 words in length. No references or citations are necessary.

Purpose of this assignment:  To help you think through and better understand the Marketing Environment: Segmentation, Targeting, and Positioning (STP).    Read PROMO 2 Chapters 4 “Understanding the Marketing Environment:  Segmentation, Targeting, and Positioning” (NOTE: we skip chapter 3). Book: https://drive.google.com/file/d/14-zjpt8uIsHHwonYBWpDfpIxtVaFxerI/view?usp=sharing https://youtu.be/JIirzTdaey4 https://youtu.be/G1HgrqXbNyA Assignment Instructions: The Folgers campaign featured in this chapter’s introductory scenario was distinctive, in part, because the company spent no money on media, instead of allowing the new ads to circulate for free through user sites such as YouTube. That strategic decision reflected an understanding that its young target market was more likely to be online than watching the evening news. What might be the most effective media to reach each of the following target segments? 1. Upper-income men, ages 45 to 60, for a financial services product. 2. Young homeowners, ages 30 to 40, for a new interior paint product. 3. Teenage boys who live in rural areas for a new basketball shoe. 4. Senior citizens for a new denture-paste product Please Talk About 2

The organization chosen to do is ADCB bank (Abu Dhabi commercial bank) in the UAE atleast 8-9 references with intext citations  the four competitive analysis include: the changing macro environment, customer analysis, competitor analysis, organizational analysis- to understand the organizational resource base.  a theory must be applied in each analysis ( 4 theories in total)  The purpose of this assessment task is to gather and manage information to provide a firm/organisation a clearer understanding of its competitive market, in order to facilitate optimal strategic marketing decision-making. Each student is to choose a local (not a MNC) firm/organisation operating in the Australian* market and conduct four competitive-market analyses in relation to that firm/organisation.

Competitive-Market Analysis Template – Assessment Task 11. The Changing Market EnvironmentMacro-Environment Factors Economic forcese.g.Interest rates Unemployment rates InflationExchange rate fluctuations Economic growth rate Industry life cycle stage Political, Regulatory & Legal forcese.g.Liberalisatioin of international trade & globalisation[Tax code[Liability structures Operating rulesProduct labelling regulationsPurity and conformance requirements Government subsidiesState (government) ownership ocial & Cultural forcese.g.Attitudes (e.g. to wealth & conspicuous consumption/fashion)Values (e.g. achievement orientation)Norms (e.g. business relationships) TastesDominant culture forces Sub-culture forcesMulti-culturalism/Multi-ethnic societies Changing living patterns & lifestyles Demographic forcese.g.Population size/growth rates/birth rates AgeIncome/disposable income Education level Natural Environment forcese.g.Climate change/Global warming (& impacts of) Natural disastersInfectious diseases Technological forcese.g.Replacement of product forms/categories The way a product is distributed (e.g. GPS)Physical infrastructure (e.g. transport) Methods of payment/procurement (e.g. away from cash)Social media impacts Smart phone impacts Pollution 2. Customer AnalysisWho are our current customers? (segments) Role of current customer in purchase (e.g.Influencer, user or purchaser) Purchase criteria of buyers (e.g. price, quality) When do customers buy the product? Why do customers buy the product? Where do customers buy the product? How do customers use the product? Number of customers Purchase weight of customers (e.g. percentageof ‘heavy’ users, ‘share of wallet’) Customer response to marketing mix changes? Changing needs/wants/expectations of currentcustomers? Potential customers and theirneeds/wants/expectations 3. Competitor AnalysisDirect/Indirect competitors Level of rivalry/competitive intensity inmarketplace Objectives/Strategic intent of current directcompetitors Strategies (i.e. marketing mix) & Segmentstargeted by competitors Threat of new competitors Changing bargaining power of buyers Changing bargaining power of suppliers Threat of substitutes of our firm’s product Competitive ‘drivers’ – e.g.Little differentiation between market offers Industry growth rate is lowHigh fixed costs need to be recovered by firms High supplier switching costs Low buyer switching costs Low entry barriersHigh exit barriers Stage in the Industry & Product life cycle Strategic group in the industry? Analysis of competitors value chain.g. Inbound logistics, operations, service Analysis of competitors harm chaine.g. negative externalities, social &/or environmental harm from inbound/outbound Marketing organisation of competitorse.g. Marketing Manager, Chief Marketing Officer (CMO), Chief Sustainability Officer (CSO) 4. Organisational Resource Base AnalysisFirm’s marketing resources Firm’s value-creating discipline Firm’s Resourcese.g. firm’s Strengths or Weaknesses, assets, capabilities, organisational processes,attributes, information and knowledge Firm’s Dynamic Capabilities (i.e. the capacity of the firm to create, extend, or modify itsresource base) Firm’s brand (corporate) and sub-brands(products), image and reputation Firm’s (brand’s) country of origin Firm’s market position/domination Firm’s product quality, lines and mix Firm’s supply chain assets (supplierrelationships) & intermediary architecture Firm’s Internal marketing support assetse.g. Cost advantages, Information systems and market intelligence, existing customer base, level of customersatisfaction, level of brand loyalty, technological skills, production expertise, R&D capability, copyrights/patents, franchises/licenses, partnerships, corporate culture, distribution architecture, pricing policies, promotion strategies, partnershiparrangements, HRM policies, Alliance-based marketing assetse.g. Market access, management skills, shared technology, exclusivity (monopolistic marketposition through alliance)

Scenario: Teamwork is defined by Scarnati (2001, p. 5) “as a cooperative process that allows ordinary people to achieve extraordinary results”. Harris & Harris (1996) also explain that a team has a common goal or purpose where team members can develop effective, mutual relationships to achieve team goals. Teamwork replies upon individuals working together in a cooperative environment to achieve common team goals through sharing knowledge and skills. The literature consistently highlights that one of the essential elements of a team is its focus toward a common goal and a clear purpose (Fisher, Hunter, & Macrosson, 1997; Johnson & Johnson, 1995, 1999; Parker, 1990; Harris & Harris, 1996). Teams are an integral part of many organizations and should be incorporated as part of the delivery of tertiary units. Successful teamwork relies upon synergism existing between all team members creating an environment where they are all willing to contribute and participate in order to promote and nurture a positive, effective team environment. Team members must be flexible enough to adapt to cooperative working environments where goals are achieved through collaboration and social interdependence rather than individualized, competitive goals (Luca & Tarricone, 2001). Task 1: Describe the characteristics of successful business teams Task 2: Assess the importance of team roles in successful business teams Task 3: Analyze the value of using theoretical models when building successful business teams Task 4: Explain the stages of team development

Visit Alibaba’s website (www.alibaba.com) and search for exporters of a B2B product; describe your experience. If you are an importer, what are the advantages and disadvantages involved in using Alibaba? Visit Amazon’s website (www.amazon.com); what is the difference between Amazon’s and Alibaba’s websites? In a Forbes article: “Alibaba and the 40,000 thieves” it was alleged that Alibaba sells an unprecedented torrent of sham and counterfeit goods,” and that neither the big brands manufacturers, nor the Chinese or American government pressure can do much about it. Forbes stressed that only Jack Ma, the man who oversees the world’s largest online retailer can; however, closing down the fakes would undermine his empire (Schuman & Ho, 2015, p. 100). Provide your take on that, and explain your rationale. What steps should Alibaba take, if it intends to dominate the global retail market?  Only use scholarly and reliable non-scholarly sources such as Bloomberg, Reuters, Statista, Money, Forbes, Fortune, FT, and WSJ (no answer.com, QuickMBA, eHow, Wikipedia…….). 3. Assignment should be supported by at least two scholarly (peer-reviewed articles to support concepts), and at least four reliable non-scholarly sources (to provide consumer, market, and industry information); in addition to the course readings. 4. Assignment should be written in a paper format; not a question and answer format. 5. Please include the following: A half page Introduction, and a half page Lessons Learned & Conclusion at the end of your paper. An executive summary is not required. 5. All questions are to be attempted. Relate your answers to research and course reading. Do not restate the information from the case study; go beyond the included information; analyze! 6. Paper should be 7 – 8 pages long, with one-inch margins, 12-point font, double-spacing, and should be posted as a Word document. The cover page, reference list, and appendix are not part of the page count.  All graphics (if used) should be placed in the appendix. 7. Use APA format for intext citations and the reference list.

Freemium is a newer pricing strategy that is targeted at both consumers and businesses. Mailchimp (Link: https://mailchimp.com/) is an example of one targeted at businesses. What do you think are the advantages and disadvantages of Mailchimp’s pricing model? In order to help you evaluate, consider who Mailchimp might be targeting at each price point and other companies targeting businesses using a freemium model.

Mid Term: Covers chapters 1 through chapters 7 For the Mid-term you will create a new product and provide how you would market your product. You will need to provide information on how your product is superior to your competitions product. 1) Define and explain each of the following tools/concepts below. The strategic planning process S.W.O.T Market Segmenting Target Marketing Product Positioning Offerings: —product, price, and service. 2) Use two or more of the concepts from part 1 in your product assessment. 3) Analyze security, privacy, ethical, and legal issues related to the digital information world and marketing The mid-term needs to be in a Word document and in APA format. You must cite at least 3 academic references. The page requirement is a minimum of 4 body pages in length. This does not include the cover and reference pages.

Chapter 14 discusses a number of ways that marketing influences our culture (cultural stories, sacred and profane consumption, fashion, innovation). Taking a look at your own consumption patterns, explain how marketing influences your own consumption of products. For example, do you send Christmas cards as part of “ritual” consumption? What about following fashion tends and purchasing the latest technology?