Marketing essay guide
MANAGEMENT SCHOOL
MARKETING
MGT6045
SEMESTER 1
2013/14
COURSEWORK PREPARATION
MGT6045: Coursework Preparation (2013-14)
Lecture 7: Coursework Preparation
In this handout you will find a number of examples covering the following topics:
1. How to determine whether a piece of work is descriptive or analytical
2. How to apply the marking scheme
IMPORTANT
Students are not permitted to include any of data below in their actual pieces of coursework. Many examples in this handout are fictional (i.e. not based on any real evidence). All extracts have been condensed for ease of reading; they do not represent the AMOUT of analysis required for your assessment.
Extract 1
According to Solomon et al., (2009) segmentation is the classification of the whole market into different smaller sections based on the same features. There are three classifications of features – demographic, psychographic and behavioural. Demographics characteristics include age, gender, social class and income levels. Rolls-Royce is a luxury brand which has a higher price for those customers who can afford it. In respect to gender, males may be concerned about the engine and the comfort level of the seats whilst females may like to purchase a car based on the colour of the paintwork and interior. People who own a RollsRoyce car can be defined as higher income class or a higher social class. In addition, the age of the Rolls-Royce customer is likely to be middle aged, for instance 35-60. In relation to the psychographic characteristics the customer tends to be concerned about their social status. In relation to the behavioural characteristics, Solomon et al., (2009) claims that behavioural segmentation is about what the customer will do with the product. There is no doubt that by purchasing a Rolls-Royce the purpose is for the convenience and to save time.
2
MGT6045: Coursework Preparation (2013-14)
Extract 2
The slogan of Bang Olufsen (B&O) devised in the
MARKETING
MGT6045
SEMESTER 1
2013/14
COURSEWORK PREPARATION
MGT6045: Coursework Preparation (2013-14)
Lecture 7: Coursework Preparation
In this handout you will find a number of examples covering the following topics:
1. How to determine whether a piece of work is descriptive or analytical
2. How to apply the marking scheme
IMPORTANT
Students are not permitted to include any of data below in their actual pieces of coursework. Many examples in this handout are fictional (i.e. not based on any real evidence). All extracts have been condensed for ease of reading; they do not represent the AMOUT of analysis required for your assessment.
Extract 1
According to Solomon et al., (2009) segmentation is the classification of the whole market into different smaller sections based on the same features. There are three classifications of features – demographic, psychographic and behavioural. Demographics characteristics include age, gender, social class and income levels. Rolls-Royce is a luxury brand which has a higher price for those customers who can afford it. In respect to gender, males may be concerned about the engine and the comfort level of the seats whilst females may like to purchase a car based on the colour of the paintwork and interior. People who own a RollsRoyce car can be defined as higher income class or a higher social class. In addition, the age of the Rolls-Royce customer is likely to be middle aged, for instance 35-60. In relation to the psychographic characteristics the customer tends to be concerned about their social status. In relation to the behavioural characteristics, Solomon et al., (2009) claims that behavioural segmentation is about what the customer will do with the product. There is no doubt that by purchasing a Rolls-Royce the purpose is for the convenience and to save time.
2
MGT6045: Coursework Preparation (2013-14)
Extract 2
The slogan of Bang Olufsen (B&O) devised in the