Assignment 1 – 50 % weighting
A 2,000 word essay to be completed individually. Choose ONE of the following titles: 1.The Airline industry operates in a fiercely competitive environment. Discuss how the industry utilises the theories of consumer segmentation and buying behaviour to respond to consumer demand. Use relevant examples to support and illustrate your arguments and research. 2.The Innocent Drinks Company has grown considerably from its early days of making its first smoothie recipes in 1998 employing only 3 people. Now it’s a successful company with a turnover of £75 million. Discuss how the marketing environment influences the marketing activities which companies like Innocent undertake. 3.Tesco is one of the world’s international retailers and is recognised as the market leader in the UK supermarket sector. Tesco state that their core purpose is ‘to create value for customers to earn their lifetime loyalty’. Evaluate how Tesco and other supermarkets utilise the marketing mix to compete in the marketplace. 4.The music industry has changed dramatically in recent years. Using the 7 p's (price, product, promotion etc) as identified by the extended marketing mix,evaluate how the major players in the industry utilise the marketing mix to their benefit in modern marketing campaigns. Incorporate practical examples of marketing campaigns in your essay to support your evaluation. 5.The music industry operates in a fiercely competitive environment. Discuss how the industry utilises the theories of consumer segmentation and buying behaviour to respond to consumer demand. Use relevant examples to support and illustrate your arguments and research.
Submission date:10th February 2012.
Feedback: 10th March 2012.
This will assess Learning Outcomes 1 and 2. It will also cover the following transferable skills A, B, C, E and K.
Please note that diagrams, quotes, appendices and tables do not constitute part of the word...
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