Marketing Question

Assignment 1: Marketing Value (15%)

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INTRODUCTION

This assignment has been designed to help you integrate and apply the marketing concepts, terms, and information you have learned up to this point. These concepts provide a foundation on which other course concepts are built. Assessing your comprehension and ability to apply these will help ensure that you are on track to successfully complete the course.

Assignment suggested time: 9–11.5 hours

Assignment format: You will write a response in essay format and/or in point form as appropriate to elements 1.1–1.4. Limit your response lengths as determined in each element below. You will also record a video summary as in element 1.5.

Upon completion, you will upload two files to your Open Learning Faculty Member for grading.

Assignment final mark: This assignment is worth 15% of your final mark.

1.1: MARKETING CONCEPT (25 MARKS)

Suggested time: 2–2.5 hours

Length: Please write your response in essay format and in point form as appropriate and limit your response to 2–2.5 pages using 1.5 line spacing.

Assessment: This part of the assignment will be assessed using the following criteria:

• Usage of marketing concepts, terms, and words from the course learning materials in your answers
• Depth of insight, analysis, and comprehensiveness
• Rationale/support for the conclusions drawn

Consider an organization of interest to you. This might be a financial institution, a sports organization, an organization you want to work for, or simply an organization you admire or want to understand better. This should not be a company with whom you are currently employed. The organization you choose should have a website that describes it and its products in some detail.

Answer the following questions:

1. Based on your own understanding of this organization, assess the extent to which it follows the philosophy behind the marketing concept. What specific observations or findings led you to draw your conclusions? (5 marks)
2. What type of marketing value does this organization create for customers? What marketing mix (product, price, distribution, and communication) decisions has it made to create this value? (10 marks)
3. Describe two social issues that affect this organization. What, if anything, does this organization do to respond to or address these issues? What else could it do to be more socially responsible? (10 marks)

1.2: SWOT ANALYSIS (15 MARKS)

Suggested time: 1–1.5 hours

Length: Please write your response in point form and limit your response to 1.0–1.5 pages using 1.5 line spacing.

Assessment: This part of the assignment will be assessed using the following criteria:

• Usage of marketing concepts, terms, and words from the course learning materials in your answers
• Depth of insight, analysis, and comprehensiveness
• Rationale/support for the conclusions drawn
• Justification for the most important SWOT analysis factors and their implications

The subscription meal kit delivery companies continue to expand and grow. They offer consumers pre-portioned, fresh food ingredients and chef-inspired recipes delivered directly to their homes. These companies are not only satisfying consumers’ need for convenience, but are also providing them different recipes and cuisine choices and the experience of cooking a meal.

You will need to do some research on the Internet to gather additional information about a meal kit delivery organization.

Go to Chefs Plate to learn more about the organization. You can do a search on it to gain additional information on the organization. You may also want to read the company’s comments on Twitter, Facebook, and Instagram and watch its videos on YouTube.

As you complete your SWOT analysis for Chefs Plate, describe the marketing mix implication (4 Ps) for each of the factors you think are important in the internal and external environment. Overall, which three factors do you think are the most important to understand when developing a strategy for Chefs Plate, and why?

Answer the following questions:

1. SWOT Analysis: external environment factors, 3 opportunities and a marketing mix implication for each factor and 3 threats and a marketing mix implication for each factor (6 points; 1 for each factor and its implication)
   
2. SWOT Analysis: internal environment factors; 3 strengths and a marketing mix implication for each factor and 3 weaknesses and a marketing mix implication for each factor (6 points; 1 for each factor and its implication)
3. Describe the three most important internal environment factors. Provide rationale why these are the most important internal environment factors for the organization. (3 marks)

1.3: SEGMENTATION & POSITIONING CONCEPTS (40 MARKS)

Suggested time: 4–4.5 hours

Length: Please write your response in essay format and in point form as appropriate and limit your response to 4–5 pages using 1.5 line spacing.

Assessment: This part of the assignment will be assessed using the following criteria:

• Usage of marketing concepts, terms, and words from the course learning materials in your answers
• Depth of insight, analysis, and comprehensiveness
• Rationale/support for the conclusions drawn
• Clarity of your description and illustration of the positioning

Answer the following questions:

1. Decide on one segmentation approach for the automobile industry in your country of residence. Then identify three different target market segments of that approach. Provide five reasons to justify why your segmentation approach is an appropriate one for the automobile industry. (10 marks)
2. Choose two of the three target market segments you identified in question 1. Develop detailed target market segment profiles for each of these two target market segments in point form using five of the eight items covered in the course learning materials. (10 marks)
3. Choose which target market segment you will focus on as your primary target market segment (i.e., target audience). Provide four reasons for why this target market segment is more attractive than alternative target market segments you rejected. (5 marks)
4. Select and describe one positioning strategy for one automobile brand and its model for your target audience. Provide two reasons, from a marketing perspective, why this positioning strategy is appropriate for your target audience. (5 marks)
5. Create a positioning map to illustrate your positioning strategy for your target audience and its brand/model and the other two brands/models you identified in question 4. (5 marks)
6. Describe five competencies that allow this automobile brand and its model to defend this positioning, or what competencies would need to be developed. (5 marks)

1.4: DISCUSSION FORUMS (10 MARKS)

Suggested time: 1–1.5 hours

Length: Please write your response in essay and point form, and limit your response to 1–1.5 pages using 1.5 line spacing.

Assessment: Your submission will be assessed on the following criteria:

1. Participation in the discussions in Module 1 and Module 2
2. Usage of marketing concepts, terms, and words from the course learning materials in your answers
3. Depth of insight, analysis, and comprehensiveness
4. Rationale/support for the conclusions drawn

Instructions:

1. Copy and paste your web discussion posts, including replies to all the questions, for Module 1, Learning Activity 1.5: Web Discussion—Marketing Sustainably. (5 marks)
   • What specifically has the organization done to earn its reputation as sustainably responsible?
   • Are there other ways it can improve its sustainability?
   • Has being sustainably responsible helped or hindered its profitability?
   • Has being sustainably responsible helped or hindered its marketing?
2. Copy and paste your web discussion posts, including replies to all the questions, for Module 2, Learning Activity 2.2: Web Discussion—Target Market Psychographic Segmentation (Environics). (5 marks)
   • Post the Environics PRIZM postal code lifestyle types in the neighbourhood to which you belong.
   • Share your thoughts as to what parts of the lifestyle types “fit” you and what parts of the description do not “fit” you.

1.5: STUDENT VIDEO RECORDING (10 MARKS)

Suggested time: 1–1.5 hours

Length: Create a video recording no longer than 3 minutes.

Assessment: Your submission will be assessed on the following criteria.

The objective of the video recording is for you to provide a summary of your understanding and learning in this assignment.

The video recording must adhere to the following criteria:

1. Create a video recording no longer than 3 minutes of yourself, using a device and software of your choice (smartphone, laptop computer, desktop computer).
2. Start by introducing yourself to your Open Learning Faculty Member and state the assignment number you will be discussing.
3. Present a brief summary of your understanding of the subject(s) and what you learned from this assignment.
4. When discussing the topics, enhance the concepts and ideas you learned in the assignment through personal examples that demonstrate the issues.
5. When completed, upload the video recording though the assignment activity using the Kaltura Video Upload Instructions.
   

   Assignment 2: Understanding Customers’ Value Needs (10%)

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   INTRODUCTION

   Assignments have been designed to help you integrate and apply the marketing concepts, terms, and information you have learned up to this point. These concepts provide a foundation on which other course concepts are built. Assessing your comprehension and ability to apply these will help ensure that you are on track to successfully complete the course. This assignment is worth 10% of your final grade in the course.Assignment suggested time: 8–10 hoursAssignment format: In one document, you will write a response in essay format and/or in point form as appropriate to elements 2.1–2.4. Limit your response lengths as suggested below. You will also record a video summary as described in element 2.5.Upon completion, you will upload two files to your Open Learning Faculty Member for grading.Assignment final mark: This assignment is worth 10% of your final mark.

   2.1: MARKET RESEARCH CONCEPTS (25 MARKS)

   Suggested time: 2–2.5 hoursLength: Please write your response in essay format, and limit your response to 2–2.5 pages using 1.5 line spacing. If you need to include a table, attach it as an exhibit or appendix and summarize your findings in the body of the assignment.Assessment: This part of the assignment will be assessed using the following criteria:

6. Usage of marketing concepts, terms, and words from the course learning materials in your answers
7. Demonstration of ability to navigate the Statistics Canada website to retrieve the requested information
8. Critical assessment (advantages and disadvantages) of the use of Statistics Canada data for market segmentation and strategy development

Statistics Canada is a key source of secondary data in Canada, particularly for basic demographic information on Canadian regions and cities. Using both Statistics Canada data and any other data you can find on the Internet, develop a report on a Canadian city in one of the Prairie and West Coast Provinces (Manitoba, Saskatchewan, Alberta, British Columbia) of your choice that answers these questions.

Answer the following questions:

1. What is the total population of the city? (2 marks)
2. Using means (averages), frequencies (number of people), and percentages provided by Statistics Canada, describe:
3. The population of the city in terms of age, income, education, marital status, and occupation. (5 marks)
4. The population of all of Canada in terms of age, income, education, marital status, and occupation. (5 marks)
9. What is the most significant thing you learned from this exercise? (3 marks)
10. Review all of the information provided on the Statistics Canada website. For marketers seeking to develop market segment profiles or marketing strategy, what are four advantages and four disadvantages of using this data, from a marketing perspective? (10 marks)

2.2: CUSTOMER BUYING BEHAVIOUR (25 MARKS)

Suggested time: 2 –2.5 hours

Length: Please write your response in essay format and in point form as appropriate and limit your response to 2 –2.5 pages using 1.5 line spacing.

Assessment: This part of the assignment will be assessed using the following criteria:

• Usage of marketing concepts, terms, and words from the course learning materials in your answers
• The extent to which the answer provides comparison and contrasts and is able to illustrate how the model applied or did not apply in this situation
• Depth of insight with respect to the implications for sales and marketing

In Module 3, you learned that consumers and organizations go through a progression of steps as they make purchase decisions.

Answer the following questions:

1. Describe your decision process for each step in the consumer decision-making process when deciding to purchase a Silver Thread Face Mask Adult, $28 from Kanuk. (5 marks)
2. How does your consumer decision-making process for a Silver Thread Face Mask Adult, $28 compare with the model illustrated in Figure 6.2 in Chapter 6 on page 187? (5 marks)
3. With respect to Figure 3.2, the FCB Grid discussed in Module 3, what type of decision is your decision to purchase a Silver Thread Face Mask Adult, $28? Explain why your decision is a high/low involvement and/or a think/feel decision. (5 marks)
4. Assuming the consumer decision-making process is typical and that competition in the face mask continues to increase, what are five sales and marketing implications for Silver Thread Face Mask Adult, $28 to increase their chance of success in selling to a consumer like you? (10 marks)

2.3: DIFFUSION OF INNOVATION AND PRODUCT CONCEPTS (30 MARKS)

Suggested time: 3–3.5 hours

Length: Please write your response in point form, and limit your response to 3–3.5 pages using 1.5 line spacing.

Assessment: This part of the assignment will be assessed using the following criteria:

• Usage of marketing concepts, terms, and words from the course learning materials in your answers
• Understanding of the factors that influence the adoption and diffusion of innovation
• Identification and description of the marketing mix implications of each factor in this context

As a member of Dyson’s new product team, you participated in the development and marketing of Dyson’s V11 Torque Drive Vacuum, $799.99—the company’s latest entry into the vacuum world.

Visit Dyson’s website. Review the product information about their Dyson’s V11 Torque Drive Vacuum, $799.99. You will need to do some research on the Internet to gather additional information about the organization.

Answer the following questions:

1. Describe the difference between product adoption and product diffusion. (5 marks)
2. Consider the product factors that influence the rate of adoption and diffusion of innovation. For each of the five factors, explain how that factor might affect the speed of the adoption of the Dyson’s V11 Torque Drive Vacuum, $799.99. State whether each factor will increase or decrease the rate of adoption. (15 marks)
3. Identify five other non-product-related factors that might influence the rate of diffusion of innovation. Draw from your own experience on what influenced you to buy or not to buy a new product. (5 marks)
4. Then make five marketing recommendations to the Dyson’s team manager that will speed the adoption of the Dyson’s V11 Torque Drive Vacuum, $799.00. These might relate to personal factors, sociocultural factors, organizational factors, or other factors outside of the control of marketers. (5 marks)

2.4: DISCUSSION FORUMS (10 MARKS)

Suggested time: 1–1.5 hours

Length: Please write your response in essay and point form, and limit your response to 1–1.5 pages using 1.5 line spacing.

Assessment: Your submission will be assessed on the following criteria:

1. Participation in the discussions in Module 3 and Module 4
2. Usage of marketing concepts, terms, and words from the course learning materials in your answers
3. Depth of insight, analysis, and comprehensiveness
4. Rationale/support for the conclusions drawn

Instructions:

1. Copy and paste your discussion forum posts, including replies to all the questions, for Module 3, Learning Activity 3.7: Web Discussion—Customer and Business Buying Behaviours. (5 marks)
2. Write a description for each the advertisements you have found that demonstrate the application of the customer buying and business buying behaviour concepts.
3. Explain how the customer buying and business buying behaviour concepts have been applied in each advertisement.
4. Provide your discussion forum posts and replies for the questions from Module 4, Learning Activity 4.4: Web Discussion—Product Labelling. (5 marks)
   • Do you think this is a good idea? Why or why not? Why might some manufacturers be concerned about this?
   • Based on your own experience as a consumer, what packaging or labelling practices do you find misleading or inappropriate? What might be done to change these practices?

2.5: STUDENT VIDEO RECORDING (10 MARKS)

Suggested time: 1–1.5 hours

Length: Create a video recording no longer than 3 minutes.

Assessment: Your submission will be assessed on the following criteria.

The objective of the video recording is for you to provide a summary of your understanding and learning in this assignment.

The video recording must adhere to the following criteria:

1. Create a video recording no longer than 3 minutes of yourself, using a device and software of your choice (smartphone, laptop computer, desktop computer).
2. Start by introducing yourself to your Open Learning Faculty Member and state the assignment number you will be discussing.
3. Present a brief summary of your understanding of the subject(s) and what you learned from this assignment.
4. When discussing the topics, enhance the concepts and ideas you learned in the assignment through personal examples that demonstrate the issues.
5. When completed, submit the video recording though the assignment activity using the Kaltura Video Upload Instructions.

Note

Please DO NOT attach videos directly in the assignment submission point. Use the Embed Kaltura Media button in the text editor as shown here: Kaltura Video Upload Instructions.

Keep in mind, a video recording in an assignment is like academic writing. You are to focus on academic content rather than on presentation style. You must follow the Academic Integrity policy for Thompson Rivers University and ensure you present your own thoughts, not someone else’s thoughts.

ASSESSMENT CRITERIA

Remember, you will be judged by the structure, clarity, presentation, and quality of your work, which in this case consists of your assignments and your Final Project. The assignments are to be prepared and presented in a formal manner suitable for business.

To ensure the quality of your written work, refer to the Completion Guidelines below.

The assignment will also be evaluated against the following performance criteria:

Content—Address all points of information as outlined in the criteria and content for the assignments and Final Project. Incorporate specific references to readings, theories, ideas, and feedback that assisted you in rethinking your experiences and increasing your awareness of your marketing skills.

Knowledge—Demonstrate your knowledge, understanding, skills, and perspectives on the course’s learning materials by applying them in the assignments and Final Project. Link theory and practice by applying what you learned from the readings, reflections, and practical application of your new marketing skills and from discussions with your fellow students.

Theory & Practice—Demonstrate the connections between the work of others (course materials, readings, activities, and discussions) and actual organizational principles, practices, and processes. Go beyond general descriptions. Be thoughtful and critical in your analyses, conclusions, and recommendations.

Critical Thinking—Use reflective, logical, and rational thinking to gather, combine, process, interpret, and analyze the information to develop a reasonable conclusion. Provide examples to support your comments and observations. Be specific and concrete. Tell a complete story. Avoid generalizations. Support a statement with a specific example that demonstrates your understanding and skill.

COMPLETION GUIDELINES

Submit your assignment using the submission tool below. Be sure to save your assignment as a Word document and name it: MKTG 2431_Lastname_Assign2_CourseCompletionDate

Reminders before submitting assignment:

• Are you submitting your name, student number, assignment number, and course completion date on the cover page of the document?
• Are you submitting all parts of the assignment in one Word document and one video file to your Open Learning Faculty Member?
• Are you submitting, complete, all the required elements?
• Are you submitting concepts, information, and terminology learned in this course?
• Are you supporting your statements with specific examples?
• Are you citing references, using correct referencing format?
• Are you ensuring that there are no spelling mistakes?
• Is your report grammatically correct, clear, and well-organized?
• Is your video well-lit and audible?
  

  Assignment 3: Create and Deliver the Value (10%)

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  INTRODUCTION

  This assignment has been designed to help you integrate and apply the marketing concepts, terms, and information you have learned up to this point. These concepts provide a foundation on which other course concepts are built. Assessing your comprehension and ability to apply these will help ensure that you are on track to successfully complete the course. This assignment is worth 10% of your final grade in the course.Assignment suggested time: 8–10 hoursAssignment format: You will write a response in essay format and/or in point form as appropriate to elements 3.1–3.4. Limit your response lengths as determined in each element below. You will also record a video summary as in element 3.5.Upon completion, you will upload two files to your Open Learning Faculty Member for grading.Assignment final mark: This assignment is worth 10% of your final mark.

  3.1: PRICING STRATEGY (20 MARKS)

  Suggested time: 2–2.5 hoursLength: Please write your response in point form, and limit your response to 2–2.5 pages using 1.5 line spacing.Assessment: This part of the assignment will be assessed using the following criteria:

• Usage of marketing concepts, terms, and words from the course learning materials in your answers
• Depth of insight, analysis, and comprehensiveness
• Rationale/support for the conclusions drawn

When pricing a new product, a marketer will select a strategy from several different price strategy options. Two of the most common pricing strategies used are skimming price strategy and penetration price strategy.

Answer the following questions:

1. What are at least two advantages and two disadvantages of the skimming price strategy for the customer? (10 marks)
2. What are at least two advantages and two disadvantages of the penetration price strategy for the customer? (10 marks)

3.2: ETHICAL PRICING (30 MARKS)

Suggested time: 3–3.5 hours

Length: Please write your response in point form, and limit your response to 3–3.5 pages using 1.5 line spacing.

Assessment: This part of the assignment will be assessed using the following criteria:

• Usage of marketing concepts, terms, and words from the course learning materials in your answers
• Depth of insight, analysis, and comprehensiveness
• Rationale/support for the conclusions drawn

Marketers need to consider the ethics of their pricing decisions. As we discussed, there is a fine line between presenting a price in the best manner possible and being perceived by customers as being deceptive.

Answer the following questions:

1. Explain the meaning of ethical pricing. (5 marks)
2. Describe the three types of unethical pricing strategies used by marketers. (10 marks)
3. Describe the three types of illegal pricing strategies used by marketers (15 marks)

3.3: RETAIL STRATEGY (30 MARKS)

Suggested time: 3–3.5 hours

Length: Please write your response in point form, and limit your response to 3–3.5 pages using 1.5 line spacing.

Assessment: This part of the assignment will be assessed using the following criteria:

• Usage of marketing concepts, terms and words from the course learning materials in your answers
• Depth of insight, analysis, and comprehensiveness
• Rationale/support for the conclusions drawn

Retailing isn’t just about selling products. It is also about selling services. Marketers face challenges and opportunities when selling services rather than products.

Answer the following questions:

1. Explain the difference between a product and a service. (5 marks)
2. What are the characteristics of a retail service? (4 marks)
3. Provide a description and one example for each of the characteristics of a retail service. (16 marks)
4. Select a retail service organization not used in the course learning materials. Provide the marketing objective, target audience, benefits offered, and marketing strategy for this retail service organization. (5 marks)

3.4: DISCUSSION FORUMS (10 MARKS)

Suggested time: 1–1.5 hours

Length: Please write your response in essay and point form, and limit your response to 1–1.5 pages using 1.5 line spacing.

Assessment: Your submission will be assessed on the following criteria:

1. Participation in the discussions in Module 5
2. Usage of marketing concepts, terms, and words from the course learning materials in your answers
3. Depth of insight, analysis, and comprehensiveness
4. Rationale/support for the conclusions drawn

Instructions:

1. Copy and paste your discussion forum posts, including replies to all the questions, for Module 5, Learning Activity 5.3: Web Discussion—Distribution Logistics. (5 marks)
2. Select one strategy or tactic not previously discussed by another student and talk about how Walmart uses it to keep its promise to its consumers.
3. Is this strategy or tactic a competitive advantage or sustainable competitive advantage for the organization?
4. Explain the reasons for each of your answers.
5. Copy and paste your discussion forum posts, including replies to all the questions, for Module 5, Learning Activity 5.4: Web Discussion—Retail Life Cycle. (5 marks)
   • Where is the retailer in its retail life cycle? Explain why you think it is in that particular stage.
   • How flexible do you think the retailer is in dealing with changing markets, customers, and competition?
   • What do you think the retailer needs to do to remain viable and profitable?

3.5: STUDENT VIDEO RECORDING (10 MARKS)

Suggested time: 1–1.5 hours

Length: Create a video recording no longer than 3 minutes.

Assessment: Your submission will be assessed on the following criteria.

The objective of the video recording is for you to provide a summary of your understanding and learning in this assignment.

The video recording must adhere to the following criteria:

1. Create a video recording no longer than 3 minutes of yourself, using a device and software of your choice (smartphone, laptop computer, desktop computer).
2. Start by introducing yourself to your Open Learning Faculty Member and state the assignment number you will be discussing.
3. Present a brief summary of your understanding of the subject(s) and what you learned from this assignment.
4. When discussing the topics, enhance the concepts and ideas you learned in the assignment through personal examples that demonstrate the issues.
5. When completed, submit the video recording though the assignment activity using the Kaltura Video Upload Instructions.
   

   Assignment 4: Communicate Value (10%)

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   INTRODUCTION

   This assignment has been designed to help you integrate and apply the marketing concepts, terms, and information you have learned up to this point. These concepts provide a foundation on which other course concepts are built. Assessing your comprehension and ability to apply these will help ensure that you are on track to successfully complete the course.Assignment

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