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MKT 243 FUNDAMENTALS OF MARKETING

GROUP ASSIGNMENT (15% FROM ASSESSMENT MARKS) CO1, CO2 & CO3

Choose ONE company Vote for different industry e.g. food & beverages, fashion, service, electronic, automotive and cosmetic

Arrange an interview session with the marketing department e.g. manager/ asst. manager/ branch manager

Analyze: 1.0 Introduction 1.1 Groups Objectives (What do you expect from this assignment) Companys Profile 2.1 Companys background 2.2 Companys competitors 2.3 Types of Consumer Buying Decision and Consumer Involvement (Routine/ Limited / Extensive) either one 2.4 Marketing Management Philosophies (Production/ Sales/ Marketing/ Societal Marketing) either one 2.5 Companys Corporate Social Responsibilities (CSR) At least 3 activities Product Concept 3.1 Companys Product 3.2 Type of consumer product (convenience/ shopping/specialty/unsought) either one 3.3 Product items, product line and product mix Market Segmentation 4.1 Types of segmentation (Geographic/ Demographic/ Psychographic/ Benefit/ Usage-Rate) more than one accepted 4.2 Strategies for Selecting Targeting Markets (Undifferentiated Targeting/ Concentrated Targeting/ Multisegment Targeting) either one 4.3 Positioning 4.3.1 Positive/ Negative 4.3.2 Positioning Bases ( Attributes/ price & quality/ use & application/ product user/ product class/ competitors/ emotion) more than one accepted Channel Structure 5.1 Type of Marketing Channel (Direct channel/ retailer channel/ Wholesaler channel/ agent/broker channel) more than one accepted 5.2 Levels of distribution intensity (intensive/selective/exclusive) either one 5.3 Retailing 5.3.1 Types of stores (department store/specialty storeetc) more than one accepted

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Prepared by: Mdm. Anidah Aziz

MKT 243 FUNDAMENTALS OF MARKETING

5.3.2

Non store Retailing ( Vending machine/ online sale.etc) more than one accepted

6.0

Promotion 6.1 Promotion Strategies (advertising/ public relations/sales promotion/personal selling) more than one accepted 6.2 Advertising- Media Types (newspapers/magazine/radio/television/outdoor media/internet/alternative media) more than one accepted 6.3 Public Relations- Major Tools (new-product publicity/product placement/consumer education/sponsorships/internet web sites) more than one accepted 6.4 Sales promotion- Major Tools (coupons and rebates/premiums/loyalty marketing programs/contests and sweepstakes/ sampling/ point-of purchase/online sales) more than one accepted Pricing 7.1 Pricing Objective (Profit-oriented/ Sales-oriented/ status quo) either one 7.2 Price Strategies (Price skimming/penetration pricing/status quo pricing) more than one accepted 7.3 Pricing tactics Conclusion 8.1 Achieve your groups objective or not (please refer 1.1) 8.2 Limitation 8.3 Learning experience References 9.1 Internet 9.2 Books 9.3 People Appendix 10.1 Pictures 10.2 Video 10.3 Interview session

7.0

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9.0

10.0

Assessment mark for Group Project Progress Report (week 7) PowerPoint Report (Soft Copy/CD) Presentation Personality Cooperation 20% (at least 50% completed) 40% 20% 10% 10% 100%

Prepared by: Mdm. Anidah Aziz