Assessment Assignment 3

Assessment

AssessmentAssignment 3

Task:

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Introduction to Marketing

Description	Marks out of	Wgt (%)	Due Date
Assignment 3	100	60	18 October 2015

Continuing on from Assignment 2, using the same product discussed in Assignment 2.

a) Provide a brief description of the product & target market from Assignment 2 (for the benefit of the marker).

b) Consider each of the four P's i.e. product, price, promotion and placement. Using the concepts you have learnt about describe how each is applied for your selected product and market. You need to cover these specific areas:

PRODUCT -product type/ classification and marketing mix implications?PLACEMENT -describe the products channel structure?PROMOTION -describe all the promotional tools used for the product and include 2 examples. Discuss why you think they are good (or bad) promotions for the product.?PRICING -develop a perceptual map for your product, describe your map and the competitors relative placement on the map. From this map discuss what pricing strategy is likely being used for the product.

* In each section include what is happening with your product for each concept (application) and how that relates to the course concepts (theory)*

c) Based on your answers in the previous section, summarize the overall marketing mix for this product. e.g. This product is a convenience product, that is distributed through a dual distribution strategy etc etc.

d) Discuss the Product Life Cycle for your product and the marketing mix implications for the stage of the PLC you determine your product to be in.

e) Develop some creative suggestions how the company might deal with the marketing mix for this product and market in the future. When you make a change to any part of the marketing mix (product promotion price or placement) you will need to consider how that will impact the remaining parts. Your ideas do not have to be economically viable or feasable in this case. This is your opportunity to have some fun with your product. Please note that the marking criteria for this part of the assignment focuses on your creative suggestions for improving the product offering.

f) Complete a self-assessment relating to yourself (not the product). This is a very important part of the assignment.

How did you use the feedback from assessment 1 to help you improve??What do you consider were your strengths and weaknesses in completing the assignment? What is your learning style and what things you learnt about yourself by doing this assignment that might be helpful for future assignments.?You should also consider the material/ research you used to compile the assignment (what type of resources did you use and how did they help with writing this assignment).

g) Include a List of references and evidence of using a range of sources.

Format:

You have the choice of presenting the assignment as a Power Point Presentation or a Formal Report. Both will be assessed for their structure and formatting. Both formats must provide a reference list, correct spelling/grammar & in-text references.

POWERPOINTIf you choose to use a Power Point Presentation you do notactually deliver the presentation, but prepare slides with a script (between 2000 & 3000 words) of what would be said during the presentation [go to view / notes view - slide at the top, notes at the bottom]. * [separate scripts in a word document will not beconsidered for marking]

FORMAL REPORTIf you choose to do a formal report you are expected to include: letter of transmittal; title page; exec. summary; table of contents; formal introduction; conclusions & recommendations; reference list). In order to meet the marking criteria you will need to ensure you include a balance of text & graphics (e.g. figures/theoretical models/examples).

YOU MUSTalso submit the feedback sheet from Assignment 1 for the benefit of the marker. Failure to do so will result in a 5 mark penalty.

SLIDE LIMIT: 20 – 30 slides?WORD COUNT LIMIT (script or report only): 2000 – 3000 words

Assignment 3 template & marking criteria

Open and save a copy of this Assignment 3 template and use this to assist you in developing your presentation.

View the Assignment 3 marking criteria to assist you in developing your presentation.