Assignment
Relating your work to your organization, this essay should address AT A MINIMUM 4 out of 6 aspects of marketing outlined below. By researching and studying these aspects of marketing, you should also be able to extend the content of your essay beyond the basic requirements listed.
I. Market Segmentation
1. What is the market segmentation of your organization?
2. Why is this information important to marketers working for the case study organization? What decisions will this information inform?
3. Describe the 'typical person' who might visit the organization.
4. Identify the key target audiences, and key stakeholders for the case study organization.
II. Product and Brand in Marketing
1. Using Kotler's (1967) Product Levels Model, describe the core, generic, expected, augmented and potential product of the chosen organization.
2. Using Gronroos' (1987) Services Model, describe the core, facilitating and supporting product, and the physical environment, customer co-production, and customer interaction aspects of the case study organization.
3. Using theories and concepts, such as brand equity, explain the case study organization has developed their brand.
III. Place Element of Marketing
1. What are the key elements of 'place' in the marketing of your chosen organization?
2. What issues of availability and accessibility are there?
3. How do place elements contribute to the overall marketing of the chosen case study organization?
4. In what ways might the case study organization impact on the local, national and/or international area?
5. What supply chain factors does your chosen organization have to consider?
IV. Price Element of Marketing
1. Identify the prices used by your chosen organization, and how these compare with key competition organizations.
2. What pricing strategies does your chosen organization use to set prices?
3. How does your chosen organization create 'value'?
4. How does the brand impact the value of your chosen organization?
V. Promotional Element of Marketing
1. What promotional activities does your chosen organization engage in? What promotional tools do they use?
2. How is the use of these tools related to the product, market segmentation and/or place of your chosen organization?
3. How is the image and status of the case study created and managed?
VI. Three Extra "P's" in Services Marketing;
1. What (and who) are the 'people' elements in the marketing of your chosen organization?
2. What are the 'processes' potential customers/visitors might be exposed to?
3. What 'physical evidence' is important in marketing service products of the your chosen organization?
4. How do of these extra factors combine to make your chosen organization special and successful on a local and national level?
Provide a conclusion and references.