Unit 4 Marketing Principles Assignment Brief - Sainsbury
Unit number and title
Unit 4 Marketing Principle
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Task 1: Be able to understand the concept and process of marketing (Sainsbury)
Explain the various elements of the marketing process
- Define marketing using 3 points from thefollowing
- Definitions: alternative definitions including those of the Chartered Institute of Marketing and the American Marketing Association; satisfying customer needs and wants; value and satisfaction; exchange relationships; the changing emphasis of marketing
- Describe the different marketing concepts: 3 points from the following Marketing concept: evolution of marketing; marketing orientations; societal issues and emergent philosophies; customer and competitor orientation; efficiency and effectiveness; limitations of the marketingconcept
- Review the process of marketing using 3 points from the following:
- Marketing process overview: marketing audit; integrated marketing; environmental analysis; SWOT analysis; marketing objectives; constraints; options; plans to include target markets and marketing mix; scope of marketing
Evaluate the benefits and costs of a marketing orientation for an organisation such as Sainsbury’s
- Define marketingorientation
- what are the costs and benefits of marketing orientation for Sainsbury’s (use 3 points).
- Costs and benefits: links between marketing orientation and building competitive advantage; benefits of building customer satisfaction; desired quality; service and customer care; relationship marketing; customer retention; customer profitability; costs of a too narrow marketing focus
- Then to achieve M2.1, please use a method to evaluate the market orientation of Sainsbury’s.
- For M3, please Use an accurate standard method in defining the sources of the benefits and costsmentioned.
Task 2: Be able to use the concepts of segmentation, targeting and positioning (sainsbury’s)
You will segment the market first, then target a market (or markets) and then position yourself in the market.
Show macro and micro environmental factors which influence marketing decisions in Sainsbury’s
- Define macroenvironment
- Use all from the following to explain how these factors influence marketing decisions inSainsbury’s.
- Macro environment: environmental scanning; political, legal, economic, socio- cultural, ecological and technological factors
- Define microenvironment
- Use 4 of the following to explain how these factors influence marketing decisions inSainsbury’s.
- Micro environment: stakeholders (organisation’s own employees, suppliers, customers, intermediaries, owners, financiers, local residents, pressure groups and competitors); direct and indirect competitors; Porter’s competitive forces
Propose segmentation criteria to be used for products in different Sainsbury’s outlets.
- What are the types of segmentation process? macro and microsegmentation
- What are the bases for segmenting markets: geographic, demographic, psychographic andbehavioural
- What are the benefits ofsegmentation?
- How Sainsbury’ssegments?
- segmenting industrial markets; size; value; standards; industrialclassification
- Propose segmentation criteria to be used for products in different Sainsbury’s outlets.
Measurable, Substantial, Accessible, Differentiable, Actionable.
Choose a targeting strategy for a selected product/service in Sainsbury’s
- M1 When choosing a targeting strategy in 2.3, compare at least two targeting strategies and, D1 Justify the choice that you made.
Demonstrate how buyer behaviour affects marketing activities in different buying situations in Sainsbury’s
- Define buyer behaviour dimensions of buyerbehaviour
- Use 4 of the following to explain how buyer behaviour affects marketing activities in different buying situations inSainsbury’s?
environmental influences; personal variables – demographic, sociological, psychological – motivation, perception and learning; social factors; physiological stimuli; attitudes; other lifestyle and life cycle variables; consumer and organisational buying
Propose new positioning for a selected product/service in Sainsbury’s
- Define positioning (add a few sentences on its influence over marketing mix factors)
- Propose new positioning for a selected product/service in Sainsbury’s
- D2 Demonstrate independence in attempting the tasks above Evidence: linked to the task above
Task 3: Understand the individual elements of the extended marketing mix (Sainsbury)
Explain how products are developed to sustain competitive advantage in Sainsbury’s
- What is competitiveadvantage?
- What are the factors that affect competitive advantage? – marketing mix – list all.
- How can the products of Sainsbury’s sustain its competitive advantage? - please use 3points.
Product: products and brands – features, advantages and benefits; the total product concept; product mix; product life cycle and its effect on other elements of the marketing mix; product strategy; new product development; adoption process
Explain how distribution is arranged to provide customer convenience in Sainsbury’s
How can the place and then distribution arrangement of Sainsbury’s sustain its competitive advantage? - please use 3 points.
Place:customer convenience and availability; definition of channels; types and functions of intermediaries; channel selection; integration and distribution systems; franchising; physical distribution management and logistics; ethical issues
Explain how prices are set to reflect Sainsbury’s objectives and market conditions
How can the prices of Sainsbury’s sustain its competitive advantage? - please use 3 points.
Price: perceived value; pricing context and process; pricing strategies; demand elasticity; competition; costs, psychological, discriminatory; ethical issues
Illustrate how promotional activity is integrated to achieve marketing objectives in Sainsbury’s
How can the promotional activities of Sainsbury’s sustain its competitive advantage?
- please use 3 points.
Promotion: awareness and image; effective communication; integrated communication process (SOSTT + 4Ms); promotional mix elements; push and pull strategies; advertising above and below the line including packaging; public relations and sponsorship; sales promotion; direct marketing and personal selling; branding, internet and online marketing
Evidence: report with examples and diagrams
Analyse the additional elements of the extended marketing mix in Sainsbury’s
- what is competitivemix?
- use 3 points from the below to explain the shift from 4Ps to7Ps.
The shift from the 4Ps to the 7Ps: product-service continuum; concept of the extended marketing mix; the significance of the soft elements of marketing (people, physical evidence and process management)
D3: For each of the question above, ensure that proper evaluation and decisions have been taken based on facts gathered within the scenario. Evidence: linked to the tasks above
Task 4: Be able to use the marketing mix in different contexts
Recommend marketing mixes for two different segments in consumer markets of Sainsbury’s
- Identify 2 segments in consumer markets forSainsbury’s.
- Recommend one marketing mix for eachsegment.
Illustrate differences in marketing products and services to businesses rather than consumers
- Describe consumer markets – at least 3points
Consumer markets: fast moving consumer goods; consumer durables; coordinated marketing mix to achieve objectives
- Describe organizational markets – at least 3points
- Organisational markets: differences from consumer markets; adding value through service; industrial; non-profit making; government; re-seller
- Use at least 3 of the following to explain marketing products and services are different to businesses compared toconsumers
- Services: nature and characteristics of service products (intangibility, ownership, inseparability, perishability, variability, heterogeneity – the 7Ps); strategies; service quality; elements of physical product marketing; tangible and intangiblebenefits
Evidence: report with examples
Show how and why international marketing differs from domestic marketing (unit 1 sub criterion 4.1).
- Define domesticmarketing
- Use 3 of the following (at least) to explain how international marketing differs from domesticmarketing.
International markets: globalisation; cultural differences; standardisation versus adaptation; the EU; benefits and risks; market attractiveness; international marketing mix strategies
M2.2 In 4.1, demonstrate the use of different sources of information with adequate and appropriate references.
Evidence: linked to 4.1