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Explore The Concepts Of Segmentation Targeting And Positioning Marketing Essay

The purpose of this report is to apply your knowledge of marketing to Nike. Your report should explain the concepts of marketing; illustrate segmentation, targeting and positioning using one of their products. Finally, you analyse their marketing and devise a marketing mix for one of their products

Your report should follow the outline below.

Task 1 - Investigate the concept and process of marketing.

Compare alternative definitions of marketing. You should use the key words from the definitions to formulate your own definition.

Identify the main characteristics of a marketing oriented organisation and explain if you think Nike exhibit these characteristics

Compare the selling concept with the marketing concept- which one best describesNike?

Identify and assess the benefits and costs of implementing a marketing approach to Nike.

Task 2- Explore the concepts of segmentation, targeting and positioning

Identify and explain the relevance of 2 macro and 1 micro environmental factor to marketing undertaken by Nike.

Propose 3 segmentation criteria and explain how Nike could use these criteria to segment the market for one of its products.

State the target market you would choose for this product and explain why you think this target market would be attractive to Nike.

Explain how Nike should take account of buyer behavior in their marketing activities

Task 3- Identify and analyse the individual elements of the extended marketing mix.

Analyse how Nike gain competitive advantage through their products.

Critically evaluate the distribution strategy used by Nike for their products. Suggest ways in which it could be improved.

Explain how the prices set by Nike reflect their objectives and market conditions.

Comment on the effectiveness of their promotional strategy in helping Nike to meet their marketing objectives for their products.

Task 4 Apply the extended marketing mix to different marketing segments and contexts.

Choose a Nike product and devise two marketing mixes for the product. Start your marketing mix by outlining the target markets the product is aimed at.

Explain the differences in marketing products and services to organizations rather than consumers

Explain how and why international marketing differs from domestic marketing for Nike.

Student Guidelines

1. You should write this assignment in report style using the headings outlined above.

2. You should use diagrams and tables of figures where appropriate ensuring to

reference their source.

3. You should include a bibliography using the Harvard referencing system.

4. All tasks must be completed in the word limit of 2500-3000 words excluding table of figures, diagrams and appendices.

Outcomes

Assessment criteria for pass

To achieve each outcome a learner must demonstrate

the ability to:

P1

1 Investigate the concept and process of marketing

• compare alternative definitions of marketing

• identify the main characteristics of a marketing oriented organisation

• explain the various elements of the marketing concept

• identify and assess the benefits and costs of a marketing approach

P2

2 Explore the concepts of segmentation, targeting and positioning

• identify and explain macro and micro environmental factors which influence marketing decisions

• propose segmentation criteria to be used for two products in different markets

• outline the factors which influence the choice of targeting strategy

• explain how buyer behaviour affects marketing activities in two different buying situations

P3

3 Identify and analyse the individual elements of the extended marketing mix

• describe how products are developed to sustain competitive advantage

• explain how distribution is arranged to provide customer convenience

• explain how prices are set to reflect an organisation’s objectives and market conditions

• illustrate how promotional activity is integrated to achieve marketing objectives

• analyse the additional elements of the extended marketing mix

P4

4 Apply the extended marketing mix to different marketing segments and contexts

• recommend marketing mixes for two different segments in consumer markets

• explain the differences in marketing products and services to organisations rather than consumers

• explain how and why international marketing differs from domestic marketing

Grade Descriptors

A pass grade is achieved by meeting all the requirements defined in the pass assessment criteria for each unit

Merit descriptors

Indicative characteristics

Distinction descriptors

Indicative characteristics

In order to achieve a merit the learner

The learner’s evidence shows:

In order to achieve a distinction the learner must:

The learner’s evidence shows:

M1

identify and apply strategies to find appropriate solutions

relevant marketing theories and techniques have been applied

effective judgments have been made about the nature of marketing

the marketing strategy of Nike has been explored effectively

D1

use critical reflection to evaluate own work and justify valid conclusions

synthesis has been used to generate and justify valid conclusions about the nature of marketing

the validity of results has been judged

self criticism of approach has taken place

evaluation of how Nike marketing strategy has been applied

realistic improvements have been proposed

M2

select/design and apply appropriate methods/techniques

a range of theories have been considered

a range of sources of information used

the choice of segments and positioning strategies have been justified.

the design of methods/techniques justified

complex information/data have been synthesised and processed

D2

take responsibility for managing and organising activities

autonomy/independence demonstrated

substantial activities/projects or investigations have been planned, managed and organised

the unforeseen has been accommodated

the importance of interdependence of all elements of the marketing mix has been recognized

M3

present and communicate appropriate findings

appropriate structure and approach has been used

logical and coherent arguments have been presented

technical language accurately used

a range of methods of presentation has been used

appropriate media used

familiar and unfamiliar contexts have been used

it is appropriate for familiar and unfamiliar audiences

D3

demonstrate convergent, lateral and creative thinking

ideas generated and decisions taken

self evaluation has taken place

convergent and lateral thinking have been applied

problems have been solved

capacity for innovation and creative thought has been used

receptiveness to new ideas have been demonstrated

unfamiliar contexts have been applied

Performance Criteria

Each unit will be graded as a Pass, Merit or Distinction. A pass is awarded for the achievement of all outcomes against the specified assessment criteria. Merit and Distinction grades are awarded for higher-level achievement.

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