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Introduction介绍
Learners on an advanced level of study are required to have an introduction to the fundamental concepts and principles that underpin the marketing process, analyse the role and practice of marketing within the changing business environment. As learners with a concise and contemporary overview of marketing and with specific knowledge and skills to underpin further study in the specialist field of marketing, you are required to carry out the following tasks.研究先进水平的学习者都需要有一个介绍的基本概念和原则，加强营销过程中，英国伦敦assignment分析的作用和营销实践在不断变化的业务环境。作为简洁而现代的营销概述和营销的专业领域，进一步巩固学习的具体知识和技能的学生，则需要开展以下任务。
Specification of Assessment 1- Business Report商业报告
Scenario
Learners on an advanced level of study are required to have an introduction to the fundamental concepts and principles that underpin the marketing process, analyse the role and practice of marketing within the changing business environment. As learners with a concise and contemporary overview of marketing and with specific knowledge and skills to underpin further study in the specialist field of marketing, you are required to carry out the following tasks.研究先进水平的学习者都需要有一个介绍的基本概念和原则，加强营销过程中，分析的作用和营销实践在不断变化的业务环境。作为简洁而现代的营销概述和营销的专业领域，进一步巩固学习的具体知识和技能的学生，则需要开展以下任务。
Task 1任务
P1 : Explain the various elements of the marketing process and Compare and contrast two alternative marketing definitions provided by recognised organisations or professionalsP1：解释的营销过程中的各种元素，比较和对比两个由认可机构或专业人士提供的另类营销定义
P2 : Evaluate the benefits and costs of a marketing orientation for a selected organisation P2：评估成本和效益的营销方向选择组织
Task 2 任务
P3 : By using generally accepted models, list the factors that are you should consider in analysing the macro and micro environment which influence marketing decisions通过使用普遍接受的模型，列出的因素，你应该考虑在分析宏观和微观环境的影响营销决策
Read the scenario and answer the following questions 阅读情况，并回答以下问题
‘Enterprise Rent-A-Car has challenged Hertz’s supremacy in the rental car market by tailoring its marketing program to a relatively neglected target market. While Hertz, Avis, Alamo, and others specialised in airport rental car for business & leisure travellers, Enterprise has attacked the low-budget, insurance-replacement market by primarily renting to customers whose cars have been wrecked the low-budget, insurance-replacement market by primarily renting to customers whose cars have been wrecked or stolen. Enterprise charge low rental rates by avoiding expensive airport and downtown locations, by only operating for daylight hours, and by holding on to its fleet of cars for a longer period of time before replacing them. Enterprise also distinguishes itself, in part, by offering to pickup customers. Enterprise has a limited advertising budget, relying more on a grassroots marketing push based on referrals from insurance agents and adjusters, car dealers, body shops, and garages. By creating unique associations to low cost and convenience in an overlooked niche market, Enterprise has been highly profitable’. Kotler (2006)“企业租汽车赫兹汽车租赁市场中的霸主地位提出挑战，通过调整其市场推广计划，以一个相对被忽视的目标市场。虽然赫兹，安飞士，阿拉莫和其他专门为商务和休闲旅客在机场的汽车租赁企业已经袭击了低预算，更换保险市场的主要租赁汽车已经破坏了低预算的客户，保险替代主要客户已击毁或被盗的汽车租赁市场。企业负责，避免昂贵的机场和市中心的位置，仅白天运行，并持有其船队的汽车替换它们之前较长一段时间的低出租率。企业也脱颖而出，在某种程度上，通过皮卡客户提供。企业广告预算有限，更多地依靠一个基层营销推基于从保险代理人和调节器，汽车经销商，身体商店和车库转介。通过创造独特的协会一个被忽视的利基市场的低成本和便利性，企业一直是高利润“。科特勒（2006）
P4 : Explain the segmentation criteria and propose segmentation criteria used by the Enterprise Rent-A-Car, propose a different segmentation criterion for car rental market, and propose a segmentation criterion for property rental market
P5 : Select the appropriate market segment for the above scenario and outline the factors that may influence your choice in targeting.
P6 : Give examples of two buying situations. Explain the differences of buyer behaviour in those situations and how that affects your marketing activities.
Task 3
Using the below mini case, answer the following questions. Use assumptions where required.
Manchester United product includes providing an excellent football team that plays and wins in an exciting way. However, there are other ingredients of the product including merchandising such as the sale of shirts, and a range of memorabilia. The product also relates to television rights, and Manchester United's own television channel. In one respect the place is Old Trafford where home games are played, but Manchester United also plays at a range of other venues. And, of course its products are sold across the globe, through the club's website and a range of other sales media.
Manchester United markets itself as a global brand. The club also engages in a range of joint promotional activities, for example with the mobile phone company Vodafone. Manchester United books, shirts, programmes, keyrings and many other items are sold and promoted through its website. The club has positioned itself at the up market premier end of the market and, as a result, it tends to charge premium prices as evidenced by the high cost of a season ticket to watch home league games.
Positioning or repositioning a product - refers to locating that product within a market for example presenting it is an up market or down market product. Positioning it as a product for younger consumers or older consumers etc.
P7 : Discuss different positioning strategies (P7). For the above Man U scenario propose appropriate positioning strategy (M1). Justify your suggested positioning strategy by clarifying why you believe your selected positioning will be best for Man U (D1).
P8 : Explain how product of Manchester United developed to sustain competitive advantage (P8). Find relevant information regarding Man U and their competitor’s products and mention the techniques you have used to collect these information (M2). As a market researcher propose proper data collection techniques and activities for Man U case (D2).
P9 : Explain how the distribution is arranged to provide customer convenience in Manchester United
P10 : Explain how prices are set to reflect an Manchester United objectives and market conditions (P10). Data collected for M2, use them to bring a comparison of pricing with Man U and their competitors products (M3). And provide conclusive and judgmental conclusion of your findings of the price and pricing strategies of Man U (D3).
P11 : Illustrate how promotional activity is integrated to achieve marketing objectives
P12 : Analyse the additional elements of the extended marketing mix in the Manchester United
Task 4
P13 : Identify two different segments in the consumer market and recommend marketing mixes for those two segments
P14 : Illustrate differences in marketing products and services to organisations rather than consumers
P15 : Show how and why international marketing differs from domestic marketing
TASK 5
Prepare a 20 Minute presentation to summarize the all the tasks of the assignment. Also highlight your own conclusions and recommendations with regards to the assignment.
Achievement of a pass grade
#p#分页标题#e#
A pass grade is achieved by meeting all the requirements defined in the assessment criteria for
each individual unit.
Achievement of a merit or distinction grade
All the assessment criteria and merit grade descriptors need to be completed within a unit to achieve a merit grade.
All the assessment criteria, merit and distinction grade descriptors must be completed within a
unit to achieve a distinction grade.
Plagiarism and Collusion
Any act of plagiarism and collusion will be seriously dealt with according to the regulations. In this context the definition and scope of plagiarism are presented below:
“Using the work of others without acknowledging source of information or inspiration. Even if the words are changed or sentences are put in different order, the result is still plagiarism”. (Cortell 2003)
Collusion describes as the submission of work produced in collaboration for an assignment based on the assessment of individual work. When one person shares his/her work with others who submit part or all of it as their own work.
Extension and Late Submission
If you need an extension for a valid reason, you must request one using a coursework extension request form available from the college. Please note that the lecturers do not have the authority to extend the coursework deadlines and therefore do not ask them to award a coursework extension.
The completed form must be accompanied by evidence such as a medical certificate in the event of you being sick.
Support materials
Textbooks
Adcock D et al — Marketing Principles and Practice 4th Edition (Pitman Publishing, 2001) ISBN: 027364677X
Brassington F and Pettitt S — Principles of Marketing 3rd Edition (FT/Prentice Hall, 2003) ISBN: 0273657917
Jobber D — Principles and Practice of Marketing 3rd Edition (McGraw Hill, 2001)
ISBN: 0077096134
Kotler P et al — Principles of Marketing 3rd European Edition (FT/Prentice Hall, 2001) ISBN: 0273646621
Magazines, journals and newspapers
Campaign
Harvard Business Review
Journal of Marketing Management
Marketing Review
Marketing
Marketing Business
Marketing Week
The Financial Times and other daily newspapers which contain a business section and market reports
Videos
The Marketing Mix at Cadbury’s (1998, TV Choice)
Marketing Decisions (1998, TV Choice)
What is Marketing? (2001, TV Choice)
Websites
www.bized.ac.uk provides case studies appropriate for educational purposes
www.cim.co.uk The Chartered Institute of Marketing’s site contains a useful knowledge
centre
www.ft.com The Financial Times business sections
www.marketing.haynet.com Marketing magazine
www.thetimes100.co.uk multimedia resources
ASSESSMENT INFORMATION
Programme: BTEC Higher National Diploma (HND) in Business
Unit Number and Title: Marketing Principles (Unit 4)
Unit Level: 1
Assignment Ref. Number:
Module Tutor:
Email:
Date Set: 27/09/2010
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