Marketing Report LA – InstructionsInclude in headerfooter St.docx
- 1. Marketing Report LA – Instructions Include in header/footer: Student Name & Number, Tutorial Time. “Using one of the companies/ products/ brands we have used in class, identify and explain the five core marketing concepts. Describe and discuss the marketing strategy employed for one customer segment. This includes profiling one segment and each of the marketing mix elements employed to meet the needs of that segment.” (We are looking for your ability to explain things both in theoretical terms and through practical application of the theory to the particular case). The companies/ brands are: Singapore Airlines Introduction: overviews each of the areas included in the report. Select and describe one targeted customer segment and outline the Core Marketing Concepts: (describe and define the role of marketing and outline the 5 core marketing concepts commencing with ‘Markets’. Define and describe what is a market and what is a segment. Using your case as an example, explain and describe, needs, wants and demands and apply to the selected segment. Using your case as an example, explain and describe the marketing offering (demonstrating the difference between a product, service and experience). The Core Marketing Concepts What are the needs that form the basis of customers wanting
- 2. this product? What social /cultural forces shape the wants? What promotes demand for this product? How might the organisation shape demand for its product? Who are the organisation’s markets? Are they targeting the right customers? How might these markets/ customers perceive this organization relative to others it might be competing with? Are there other possible target markets? Which customers are likely to want the organisation’s ‘product’? What things can the organisation do to engage emotionally with customers? How can it make customers feel good about their transactions with the organisation? What are your suggestions to the organisation for obtaining /building customer loyalty? What is the product offered ? How is it created by the organisation? Are there any issues of note regarding its production and delivery to customers? What are the perceived benefits to customers? What are the costs? How might customers expectations be managed? How is quality communicated to customers? 2 This relates to objective 1. Describe the concepts of value and satisfaction. Describe the role of quality. Using the selected case, demonstrate how the product offering currently does, or could, create value and satisfaction for its customers. Explain and describe the exchanges, transactions and relationships processes of your case. How might the company build more profitable relationships? Marketing Report LA – Instructions
- 3. Marketing Report LA – Instructions Outline the Marketing Mix elements used to target the selected segment: describe and define the role and importance of the marketing mix. Product: Describe the company’s product offering including features, quality, packaging etc. Explain the underlying market need or want the product fulfills . Is the offering a good, service, experience, idea or combination and what impact does this have? Price: Outline the price a customer pays for the product. Identify and justify which pricing strategy the company uses. What internal or external considerations impact price? Place: List the physical places and store locations where the product can be bought. Describe the channel of distribution used by the company. Highlight any logistics management that is of importance. Promotion: Identify the types of promotion employed by the company to reach its target audience. Explain the message (value and benefits) the company is trying to communicate to the target market. The Marketing Mix (7 P’s) Describe the product offering. What are the core needs and wants it is fulfilling? Is it a good, service, experience or idea – or a combination of these? What internal considerations are taken into account when setting price? Which pricing strategy is utilised by the company? What other factors affect price decisions and elasticity of demand? What types of promotion does the company engage in to reach their target audience? What is the message they are trying to communicate?
- 4. Describe the channel of distribution? At what physical locations and types can the product be bought? What is the type of contact and level of influence between staff and consumer relations in the buying and consuming process? What is the impact of inseparability, intangibility, perishability and variability of services? What are the ‘moments of truth’ or points of contact in the creation to delivery and consumption of the service that can influence customer satisfaction? What are the tangible ‘cues’ that help customers determine the type and quality of service they receive? 5 Marketing Report LA – Instructions People: Identify the type of interactions and level of engagement between staff and customers. Describe how the service characteristics of intangibility, inseparability, perishability and variability impact the company and customers? Process: List the main points in the process of creating, delivering and consumption that serve as ‘moments of truth’ for customers to determine their satisfaction level. Physical Evidence: Identify the tangible reference points that assist customers to determine the level of quality service and value they are receiving. Marketing Report LA – Instructions Conclusion – this is a short paragraph reiterating the main issues outlined REFERENCE LIST (APA): Use the textbook and company’s website to integrate theory and application as a minimum. Ensure to use in-text APA referencing.
- 5. 1500 words (+ - 10%), Report Format. See Instructions and RUBRIC. Submit to TNTN – labelling the file according to your Tutorial session eg. MON1-2 MKTG1001 - MARKETING Foundations – Marketing REPORT (20%) – Applying the Core Marketing Concepts and Evaluating the Marketing Mix. This assignment has several purposes. It requires you to: · apply marketing theory to the activities of a specific organization; · prepare a formal written report. Instructions “Using one of the companies/ products/ brands we have used in Tutorial Learning Activities, identify and explain the five core marketing concepts. Describe and discuss the marketing strategy employed for one customer segment. This includes profiling one segment and each of the marketing mix elements employed to meet the needs of that segment.” The companies/ brands are: Singapore Airlines · Introduction: overviews each of the areas included in the report. · Customer Profile : Construct a profile of one customer segment targeted by the company · The Core Marketing Concepts: · Define and describe what a market is and what a segment is. · Using your company as an example, explain and describe, needs, wants and demands and apply to the selected segment.
- 6. · Using your company as an example, explain and describe the marketing offering (demonstrating the difference between a product, service and experience). · Define and describe the concepts of value and satisfaction. Describe the role of quality. Using the selected company demonstrate how the product offering currently does, or could, create value and satisfaction for its customers. · Explain and describe the exchanges, transactions and relationships processes experienced by the customer and the company. Suggest how might the company build more profitable relationships. · The Marketing Mix: · Describe and define the role and importance of the marketing mix. · Product: Describe the company’s product offering including features, quality, packaging etc. Explain the underlying market need or want the product fulfills . Is the offering a good, service, experience, idea or combination and what impact does this have? · Price: Outline the price a customer pays for the product. Identify and justify which pricing strategy the company uses. What internal or external considerations impact price? · Place:List the physical places and store locations where the product can be bought. Describe the channel of distribution used by the company. Highlight any logistics management that is of importance. · Promotion: Identify the types of promotion employed by the company to reach its target audience. Explain the message (value and benefits) the company is trying to communicate to the target market. · People: Identify the type of interactions and level of engagement between staff and customers. Describe how the service characteristics of intangibility, inseparability, perishability and variability impact the company and customers? · Process: List the main points in the process of creating, delivering and consumption that serve as ‘moments of truth’ for
- 7. customers to determine their satisfaction level. · Physical Evidence: Identify the tangible reference points that assist customers to determine the level of quality service and value they are receiving. · Conclusion – this is a short paragraph reiterating the main issues outlined · REFERENCE LIST (APA): Use the textbook and company’s website to integrate theory and application as a minimum. Ensure to use in-text APA referencing. · 1500 words (+ - 10%), Report Format. · Submit to TNTN – labelling the file according to Tutorial session eg. MON1-2 We are looking for your ability to explain things both in theoretical terms and through practical application of the theory to the particular case. This is not a data gathering exercise. We are not evaluating your capacity to gather data about the company/ business. Where access to available data about the organisation is limited, you may make assumptions where practicable. Please state any assumptions you make. Criteria Fail Pass Credit Distinction High Distinction Weighting % Introduction & Overview of the Report and the case used. Missing or extremely inadequate. The report is not introduced correctly. There may be some details missing. There may be errors evident. Introduces and describes details of the report and company to the reader in order and with minimal errors.
- 8. Introduces and describes details of the report in order and overviews the company very well. Introduces the details of the report and case very comprehensively overviewing the targeted segment used for evaluation to the intended audience in a concise manner. 5 Describe Targeted Segment Used for evaluation Very poor evaluation of target market. Little to no use of profiling tools. Very incomplete or missing. Some elements may be missing or inaccurate and inconsistent. Target market description may be incomplete. Satisfactory outline of target markets. However mainly descriptive. More required in terms of justification of how this segment was profiled. Good outline of target market. Includes justification of segment selected and some effort made to profile selected segment using correct variables for segmentation. Very comprehensive outline of target market that includes justification of segment selected with full explanation provided of segment profile using appropriate variables for segmentation. 15 Core Marketing Concepts described and evaluated Not performed or very inadequately presented. Attempted although some elements may not be addressed. There may be some evidence of lack of understanding of concepts. Adequately presented. All elements are addressed. There may be some evidence of lack of understanding of some concepts. Well presented. All elements are addressed. There is evidence of understanding of most concepts. Very good presentation and evaluation of all elements. There is evidence of understanding of all concepts. Use of marketing frameworks evident. 35 Marketing Mix elements described and evaluated
- 9. Not provided or very inadequately understood. Attempted although there may be some missing elements and may also be some errors of understanding of concepts Satisfactory description and evaluation of most elements. May be lacking in explanatory detail and too brief. Some errors may be evident. Good description and evaluation of all elements. Explanatory detail satisfactory. Error free. Very good description and evaluation of all elements. Comprehensive explanatory detail for many elements. Error free. Use of marketing frameworks evident. 35 Conclusion Clear reiteration of main issues. This is an expected element of academic reporting. 5 Report Format Suitable structure and headings The report is inconsistent in structure which impedes the interpretation and unity of the report for the reader. The analysis does not follow a logical or organised structure. The report reflects minimal structure flaws. Information has been organised to convey meaning to the reader. Titles/Subtitles
- 10. are included. The report reflects consistent structure. Information is organised and sequenced to convey the intended meaning to the reader Titles/Subtitles are organised and included to assist reading. The report is well structured. Information is logically organised and sequenced to convey the intended meaning to the reader allowing ease of reading. Titles/Subtitles chosen influence the report’s consistency. The report is very well structured. Information is very well organised and sequenced to convey the intended meaning to the reader allowing ease of reading. Titles/Subtitles chosen enhance the report’s consistency and accuracy. 5 Format (12pt font, 1.5 spacing, 2.5cm margins) Lack of any formatting elements, or so many format errors as to make report presentation ineffective. Formatting elements often do not support main points; the majority of elements are used consistently. Formatting elements do not always support main points; elements are used consistently throughout Formatting elements are organized, highlight some ideas and are used consistently throughout the report. Formatting elements are organized, highlight ideas as required and are used entirely throughout the report. Referencing- in-text and Reference List (APA Style) Insufficient or incorrect citations for many sources, with
- 11. frequent errors in format and style. No bibliography or list of cited sources. Most references in-text and List are correctly identified and referenced in APA format, with errors in format. The majority of references are correctly identified and referenced in APA format, with minor errors in format. All references in-text and List are cited in APA citation style with virtually no errors in format. The report correctly cites all sources in-text and list referencing according to APA citation style with no errors, supporting any further inquiry required. Writing – clear, easily read Paragraphs do not identify the main idea. The paragraphs have little relationship to one another. The vocabulary selected is often inappropriate. The explanation of central concepts and theories are often inaccurate. Lack of consistent fluency and style make reading and comprehension difficult. Most paragraphs are consistent, with one theme running throughout and most transitions enable the reader to easily follow the thread of the report. Essential vocabulary is chosen for meaning and context with minimal errors. Explanation of the major concepts and theories has been attempted. The majority of the report is clearly written and can be easily read. The majority of paragraphs are consistent, one theme runs throughout and most transitions enable the reader to easily follow the thread of the report. The majority of vocabulary has been chosen for suitability in meaning and context. Some major concepts and theories are
- 12. fully explained. The writing throughout the report is very clear and can be easily read by the intended audience. All paragraphs are consistent; one theme runs throughout and their transitions allow the reader to easily follow the thread of the report. All vocabulary is chosen for suitable meaning and context. Major concepts and theories are explained. The writing reflects clarity, supporting the report content and audience’s interpretation. All paragraphs are consistent, one theme runs throughout and their transitions allow the reader to easily follow the thread of the report. All vocabulary is chosen for rich meaning and context. All major concepts and theories are fully explained. The writing reflects clarity, enriches the report and audience’s interpretation. Language – spelling, grammar, punctuation The report has not been proofread, spell-checked or edited. The large number of grammar, punctuation, and spelling errors impede the reader’s comprehension of the report. The report has been spell-checked, but several spelling, grammar, and punctuation errors are apparent in the report. These mistakes do not interfere with the report’s content, comprehension or ease of reading. The report has editing and spell checking evidence. A few minor mistakes are evident which in no way detract from the report’s content or ease of comprehension. The report has been edited, spell-checked and proofread, and
- 13. has minimal errors, All sentences are complete with grammar and punctuation correctly applied The report has been edited, spell-checked and proofread, and has no errors. All sentences are complete and grammatically correct with punctuation correctly applied. Required length (approximately 1500 words, although no penalties will apply for being over this limit by up to 50%) The report length is decidedly outside the suggested requirement and can impede the readers’ interest or comprehension. The report length is minimally outside the suggested requirement but does not impact reading. The report length is within the allotted requirement. The report length is within the allotted requirement The report length is within the allotted requirement. Total 100% PAGE 5