FORM 1: ASSESSMENT SUBMISSION FORM

Individual Student Record of Grading Outcomes

(To be completed by student while submitting the assessment and by the faculty when reporting the outcome of the students work)

SECTION A: TO BE FILLED BY THE STUDENT

Student Name: Ahsan Saeed Unit Name : Marketing Principles Assignment Title : Due Date: 16/06/2013 Date Submitted : (if different) Term: April- June 2013

Student Declaration: By submitting the assessment electronically or in print, I confirm that this is my own work and that I have not plagiarised any part of it. I have also noted the assessment criteria and pass mark. I declare that the work I am submitting for assessment contains no sections copied in whole or in part from any other sources, unless it is explicitly identified by means of quotation mark or in case of very long quotations, by means of wholly indented paragraphs.

SECTION B: TO BE FILLED BY THE FACULTY MEMBER

Learning Outcome

Evidence for the criteria

Tasks

Met the criteria?

Feedback

LO4 Be able to use the marketing mix in different contexts

4.1 plan marketing mixes for two different segments in consumer markets
illustrate differences in marketing products and services

Q3 Yes /No

4.2

Q1 Yes /No

4.3 show how and why international marketing differs from domestic marketing

Q2

Yes /No

FINAL GRADE FOR THE ASSESSMENT

( )Distinction ( )Merit ( )Pass ( )Repeat

Assessors Additional General feedback and comments:

Assessors Name: Hamid Khan

Date Issued :

ANS (1) Business-to-business (B2B) and business-to-consumer (B2C) marketing is different. Some people think marketing is marketing and whether you are marketing to consumers or marketing to businesses, you are still just marketing to people, right? Well, yeah they are people, but a person buying a product for themselves verses buying for their company is a very different, emotional experience. In fact, there are profound differences that you must remember when developing your marketing activities. B2B depends on relationship building marketing efforts. Using consumer-focused strategies to market your B2B business will, at best, just cost you money. And, in some cases, it may cost you customers. What is B2B and B2C Marketing These terms were coined to differentiate Internet commerce businesses that sold to primarily to consumers verses those whose market are other businesses. These terms have expanded their definitions to refer to any business who sells primarily to the end customer (B2C) or to other businesses (B2B), both online and offline. Although the marketing programs are the same for each type of business (events, direct marketing, internet marketing, advertising, public relations, word of mouth and alliances), how they are executed, what they say, and the outcome of the marketing activities differ. The first step in developing your marketing strategy for B2B is similar to the first step in a B2C strategy: identify who the customer is and why they need to hear your message. From there, the marketing activities diverge. The highlighted boxes summarize the differences between B2B marketing and B2C marketing. Your marketing plan needs to take into account the differences and ensure you are developing the right types of activities for your particular market.

Businesses that Sell to Consumers

B2C Product driven Maximize the value of the transaction Large target market Single step buying process, shorter sales cycle Brand identity created through repetition and imagery Merchandising and point of purchase activities Emotional buying decision based on status, desire, or price

The ultimate goal of B2C marketing is to convert shoppers into buyers as aggressively and consistently as possible. B2C companies employ more merchandising activities like coupons, displays, store fronts (both real and Internet) and offers to entice the target market to buy. B2C marketing campaigns are

concerned with the transaction, are shorter in duration and need to capture the customers interest immediately. These campaigns often offer special deals, discounts, or vouchers that can be used both online and in the store. For example, the goal of an email campaign for a B2C company is to get consumers to buy the product immediately. The email will take the consumer to a landing page on the web site that is designed to sell the product and make purchasing very easy by integrating the shopping cart and checkout page into the flow of the transaction. Any more than a couple of clicks and the customer is likely to abandon the shopping cart. One interesting aspect of B2C marketing, however, is that many companies have realized the importance of loyalty. Amazon, Best Buy, and Staples combine merchandising and education to keep customers coming back. Add great customer service, and you get a winning combination.

Businesses that Sell to Businesses

B2B

Relationship driven Maximize the value of the relationship Small, focused target market Multi-step buying process, longer sales cycle Brand identity created on personal relationship Educational and awareness building activities Rational buying decision based on business value

Although the goal of B2B marketing is to convert prospects into customers, the process is longer and more involved. A B2B company needs to focus on relationship building and communication using marketing activities that generate leads that can be nurtured during the sales cycle. B2B companies use marketing to educate various players in the target audience because the decision to purchase is usually a multi-step process involving more than one person. For example, the goal of an email campaign for B2B is to drive prospects to the web to learn about your products and services. The e-mail to a business must contain contact information for offline communications and the landing page should contain information on features, benefits, and possibly pricing. This marketing activity is usually the first step in a longer, integrated touch campaign that may include direct mail, telemarketing, Web casts, newsletters and follow up by sales representatives who will discuss the businesses requirements in more detail and move the prospect through the sales cycle. Content is king for B2B marketing and white papers, newsletters, and coverage of your products and services by the media helps companies educate their prospects.

ANS (2) Domestic market A domestic market is a financial market. Its trades are aimed toward a single market. A domestic market is also referred to as domestic trading. In domestic trading, a firm faces only one set of competitive, economic, and market issues and essentially must deal with only one set of customers, although the company may have several segments in a market. There are certain limitations when competing in a domestic market, many of which encourage firms to expand abroad. The main reasons why a business would decide to expand abroad is down to a limited market size and limited growth within the domestic market. International marketing International marketing is simply the application of marketing principles to more than one country. However, there is a crossover between what is commonly expressed as international marketing and global marketing, which is a similar term. For the purposes of this lesson on international marketing and those that follow it, international marketing and global marketing are interchangeable. Distinguish international marketing from domestic marketing? Domestic marketing is the marketing practices within a marketer's home country. Foreign marketing is the domestic operations within a foreign country (i.e., marketing methods used outside the home market). Comparative marketing analytically compares two or more countries' marketing systems to identify similarities and differences. International marketing studies the "how" and "why" a product succeeds or fails abroad and how marketing efforts affect the outcome. It provides a micro view of the market at the company level. Multinational, global, and world marketing are all the same thing. Multinational marketing treats all countries as the world market without designating a particular country as domestic or foreign. As such, a company engaging in multinational marketing is a corporate citizen of the world, whereas international marketing implies the presence of a home base. However, the subtle difference between international marketing and multinational marketing is probably insignificant in terms of strategic implications. Difference between international marketing and domestic marketing

First, International marketing is facing a more complex market environment. Domestic marketing is conducted in this country and so faced corresponding structure of the market environment is relatively simple, which consists of those factors that are more familiar to companies -- the domestic political, economic, legal, cultural and so on. However, International marketing is facing a more complex environment, it's a market with multi-level structure. This is because those companies who engage in international marketing , will inevitably be subjected to the world market environment. Which requires companies to face the world market environment, including the world's political, military, economic, technological and other aspects. Second, International marketing is facing more Uncertainties factors The contradiction between subjective understanding and objective reality, coupled with the volatility of the objective process, international marketing facd more uncertainties factors for the companies .Compared with domestic marketing, it's more difficult to make sure the total demand, purchasers and competitors and more difficult to investigate and predict wholesale segment, retail structure, buying habits in international marketing. Third, International marketing is facing more diverse selection of marketing programs Companies in the domestic market, although also need to deal with different regions and different programs for different target markets, different strategies, and even the use of different promotions, but the overall program is the same however. the international market is a market composed of different countries .Enterprises in the international marketing, its marketing programs are of diversity, Enterprises in different country markets to sell their products, not unified marketing program, and must host country market, different scenarios were developed. Four, Marketing in international marketing is more difficult besides the complex environment and the uncertain factors, diverse selection programs, international marketing have more risks and meet more fierce competition. The risks are added by the changing international political situation and the fluctuate exchange rate .Competitor's brilliant competitive strategy in price, promotion and products made the international market more and more narrow. international marketing research differ from domestic marketing research It differs in many ways such as culture, political, technololigal, economical, foreign currencies etc. E.g. I work in HSBC bank, and here in HSBC they follow both International and Domestic Marketing. Thus this affects the market position the HSBC holds in UAE. I think each organization should follow the domestic marketing as the marketing mix for the place its holds. This is because HSBC has to follow international

marketing which is causing consumers all around the world, like not opening accounts as per sanctions, countries, political issues etc. Thus I think if HSBC follows just the domestic marketing it will benefit and will not get affected from the changes of international marketing, and will have a much more market position as of now. ANS (3) Nestle Case Study Market Segmentation Nestle has been segmented its product on demographics and psychographic basis in the Middle East Market, specially on: Demographic Segmentation It calls for dividing the market in different variables such as age, gender, family size and so on. For instance Nestle segment into the different of age. For baby, they have nestle baby foods while young people can drink Milo, Nescafe or Nestle varities of ice-cream, chocolates and cookies. Nestle health care nutrition is necessary for old people to overcome health concerns. Psychographic Segmentation Psychographic segmentation use the different in social class, life stage or personality characteristics to segment. Nestle Breakfast cereals is the best choice for busy people and Nescafe also help them more alert in working. Besides, there are some people who love to eat, can eat anywhere and anytime. Confectionary such as smarties, kitkat etc, can be called there best friends.

References http://wiki.answers.com/Q/How_and_why_international_marketing_differs_from_domestic_marketing