Assignment Brief 3 Unit 4 Mktg Princs Hnd Business Revld121212 (2)

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Assessor / Tutor: John Oakshott

Interim assignment: Individual feedback and guidance will be given for draft work.

Final assignment: To be submitted to by 7.1.2013

Brief: With reference to the marketing mixes for two different segments in consumer markets explain how products are developed, distribution is arranged, prices are set and promotional activity is integrated. (L.O – 4.1, L.O – 3.1, L.O – 3.2, L.O – 3.3, L.O – 3.4) Choose one of these segments and analyze the additional elements of the extended marketing mix. (L.O – 3.5) Illustrate differences in marketing products and services to business rather than consumers and why international marketing differs from domestic marketing? (L.O – 4.2, L.O – 4.3) Layout and referencing:

The assignment must be written in a report format.
Each page must be numbered at the bottom right of each page. Spell-check the document and make sure there are no grammatical errors. Your finding must be identified using the Harvard referencing You must include a bibliography at the end to show where your information was sourced. The words used in your bibliography will not be included in your word count.

Word count: 2000. The number of words used must be noted at the foot of the last page.


3 Understand the individual elements of the extended marketing mix 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

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

Price: perceived value; pricing context and...
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