MARKETING PRINCIPLES ASSIGNMENT 
Higher National in Business
Unit Number and Title
Start Date
Assignment Due Date
Assessor Name
Unit 4: Marketing Principles
March,16 2015
April 12, 2015
Qamar Riaz
Assignment No
Assignment Title
01
Understand the concept and process of marketing &
Concepts of segmentation, targeting and positioning
A. The assignment envisages process of marketing and marketing orientation. The Dunkin Donut case scenario will help the students to understand and explore further the importance of marketing orientation for an organization. B. The assignment encompasses the concepts of marketing environment, segmentation, targeting and positioning and the role of marketers in specific buying behaviors. Students are expected to use suitable examples, provide reasons and justifications to support their answers in their own words.
Assignment Brief
Part A
Assignment Task / Description:
1. Define Marketing. What is marketing process as set out in your text book. Explain the various elements of marketing process. ( LO1; Assessment Criteria 1.1)
2. Select an organization of your choice, identify the marketing orientation it focuses on and evaluate the benefits and costs of the marketing orientation for the selected organization
( LO1; Assessment Criteria 1.2)
3. The Dunkin’ Donut Case: ( LO1; Assessment Criteria 1.2)
For more than 50 years, Dunkin’ Donuts has offered customers throughout the United
States, and around the world, a consistent experience – the same donuts, the same coffee, the same store décor – each time a customer drops in. Although the chain now offers iced coffee, breakfast sandwiches, smoothies, gourmet cookies, and Dunkin’ Dawgs in addition to the old standbys, devoted customers argue that it’s the coffee that sets
Dunkin’ Donut apart. To keep customers coming back, the chain still relies on the recipe that founder Bill Rosenberg crafted more than 50 years ago.
1
The company is so concerned about offering a consistent, high-quality cup of coffee that managers in
Unit Number and Title
Start Date
Assignment Due Date
Assessor Name
Unit 4: Marketing Principles
March,16 2015
April 12, 2015
Qamar Riaz
Assignment No
Assignment Title
01
Understand the concept and process of marketing &
Concepts of segmentation, targeting and positioning
A. The assignment envisages process of marketing and marketing orientation. The Dunkin Donut case scenario will help the students to understand and explore further the importance of marketing orientation for an organization. B. The assignment encompasses the concepts of marketing environment, segmentation, targeting and positioning and the role of marketers in specific buying behaviors. Students are expected to use suitable examples, provide reasons and justifications to support their answers in their own words.
Assignment Brief
Part A
Assignment Task / Description:
1. Define Marketing. What is marketing process as set out in your text book. Explain the various elements of marketing process. ( LO1; Assessment Criteria 1.1)
2. Select an organization of your choice, identify the marketing orientation it focuses on and evaluate the benefits and costs of the marketing orientation for the selected organization
( LO1; Assessment Criteria 1.2)
3. The Dunkin’ Donut Case: ( LO1; Assessment Criteria 1.2)
For more than 50 years, Dunkin’ Donuts has offered customers throughout the United
States, and around the world, a consistent experience – the same donuts, the same coffee, the same store décor – each time a customer drops in. Although the chain now offers iced coffee, breakfast sandwiches, smoothies, gourmet cookies, and Dunkin’ Dawgs in addition to the old standbys, devoted customers argue that it’s the coffee that sets
Dunkin’ Donut apart. To keep customers coming back, the chain still relies on the recipe that founder Bill Rosenberg crafted more than 50 years ago.
1
The company is so concerned about offering a consistent, high-quality cup of coffee that managers in