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BUS302 Marketing Principles

tag 0 Download 17 Pages / 4,022 Words tag 21-07-2021


Part A

You should identify two similar products with similar basic product features that aim at different CONSUMER (4.1) market segments. You do not need to concern about where the product was developed and made.
It can be made locally or imported. For example you might compare a shampoo formulated for baby that can be used by adults and a shampoo formulated for women who suffering from hair loss. You should then use the table format shown below to illustrate, analyse and explain how the two businesses use each of the elements of the marketing mix for the products/services that you have selected. 

Part B

1.Scenario — Introducing a smart phone to your local market 

You are the marketing manager of a well-known international smart phone designer and manufacturer. You are tasked to lead a newly designed Android based state-of the-art smart phone launch to your local market. The product has a lot of new features and functions that other competing Android based smart phones cannot offer. 

You are required to prepare a marketing proposal to your business head highlighting the market competitive situation, customer characteristics and proposed marketing strategies for the product to the targeted consumer groups of your choice. You are to submit your report on TBA. 

Your report should cover the following: 
2.Segmentation, Targeting and Positioning

Consider the new smart phone 

Explain and propose segmentation criteria for new smart phone product for two different markets (e.g. using the approach of behaviour segmentation, benefit segmentation, demographic segmentation, or psychographic segmentation

• Use examples from the two markets used in the above answer to demonstrate how buyer behaviour affects marketing activities in the different buying situations. 

• Propose a suitable targeting strategy and positioning for smart phone product. 
3.Marketing Mix / Marketing mix in different contexts 

• Plan the marketing mix (including all 7Ps) for the smart phone in BOTH consumer and business markets — this will help you to illustrate the differences that the smart phone might have to consider when marketing smart phone product to businesses rather than consumers

• Discuss and show how and why the smart phone might have to adapt the marketing mix if they were to also offer the new product to an international market.
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Total 17 pages

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