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MCOM4040 Marketing And Communications

tag 0 Download 11 Pages / 2,538 Words tag 22-07-2021


As a newly joined marketing assistant of the Pure Gym marketing team, you have been asked by the director to write a report addressing the following task areas:

Task 1: Marketing orientation
a.Describe the selling and marketing orientation concepts
b.Pure Gym use the marketing orientation approach in business.  Explain the benefits of this approach versus other concepts.  Please provide examples of how Pure Gym demonstrate they are taking a marketing orientation approach.
Task 2: Marketing environments
a.Describe marketing environment analysis and discuss why it is important for Pure Gym prior to setting a marketing strategy
b.Using secondary research identify two (2) macro environmental factors that impact Pure Gym’s marketing decisions. Discuss whether these factors create marketing opportunities or threats for Pure Gym
c.Discuss two (2) factors in Pure Gym’s micro environment that should be monitored
d.Using secondary research identify and explain two (2) internal environmental factors that could be considered as strengths in Pure Gym’s operation, from a marketing perspective
Task 3: Marketing strategies
The Marketing Director has announced a new objective for the company:
a.Discuss the importance of market segmentation in planning a marketing strategy for Pure Gym
Task 4: Marketing mix
a)Using the 7ps, Identify and describe Pure Gym’s current marketing mix ensuring you provide detailed descriptions
b)Propose a revised marketing mix (covering all the 7ps) for the launch of the six (6) youth gyms in London. Memberships will be available to buy from the Pure Gym website (think about the areas of the mix that will need to be changed and explain the reasons for each change)
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Total 11 pages

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