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Assignment Ideas

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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 assignmentThe 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

CommunicationsDistribution

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The topics we have used can be divided into two

main categories1. 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)

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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

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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 thepast

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!!6