Assignment Ideas

The Purpose of the Assignment is to show what you know about marketing. So where have we been so far?
We have already covered these topics and you should look to apply them if they are relevant to your assignment The Marketing Philosophy Customer Value Consumer Behaviour Segmentation Product Planning (eg Product Life Cycle, Augmented Product, Product Development) Pricing We will have only just started on the following topics by the time the assignment is due, so I dont expect to see them in the assignment Services Communications Distribution

The topics we have used can be divided into two main categories
1. Frameworks weve used to analyse customers..
You dont have to use all of these, but I would be surprised if at least 2 or 3 of these concepts weren't relevant to your assignment

Customer Value
Consumer Behaviour Involvement Theory

Segmentation
Product Life Cycle (and the diffusion of innovations)

2. ..the tools marketers use to create value for customers applying the Marketing Mix Product
Brands New product development / co-product Augmented product

Pricing strategy These are still to come: Communications Mix Distribution Channels

And dont forget..

These concepts are interrelated.
(These are just examples I have made up to illustrate this, so they may not be directly relevant to your assignment.)

There are several concepts that come under consumer behaviour that can explain product and /or pricing strategies at different stages of the product life cycle

Consumer behaviour is one approach that we can use to segment markets and determine the relevance of the marketing mix to different market segments
Involvement is one factor that influences consumer behaviour. The level of involvement has some major implications for designing the appropriate marketing mix, and involvement may also be a useful basis for segmenting markets

What I dont want is just a description of what a company does. Some examples
A description of the ad without any explanation as to why it is relevant:
Toyota include a lot of imagery in their ads

Toyota have very creative ads

Guessing an explanation without going back to the theoretical principles

These ads are used by Toyota probably work because theyve worked in the past Toyota does a lot of television advertising, so it must work because they keep on using it.

Vague statements
Toyota uses fun, up-beat advertising because it appeals to the target market

These are just highly subjective statements and personal opinions that are not supported by the application of marketing concepts we have used in the course and no analysis!!
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