Task 1

1.1

Market audit (7 p)
integrated marketing
environmental analysis (PESTLE Analysis)
SWOT analysis
marketing objective

Desired quality
service and customer care
relationship marketing
customer retention
customer profitability
costs of too narrow marketing positioning

1.2

Task 2
2.1

Macro: environmental scanning, political, legal, economic, socio-cultural,

ecological and technological factors.
Micro: stakeholders, direct and indirect competitors, Porters five forces.

2.2

Geographic
demographic
psychographic
behavioral

Undifferentiated (mass) marketing

differentiated (segmented marketing)
concentrated (niche) marketing
Micromarketing-(local or individual marketing)

Environmental influences
personal variables-demographic, sociological, psychological, motivation,
social factors
physiological stimuli

2.3

2.4

attitudes, other lifestyle

life cycle variables
consumer and organizational buying

2.5 (at least three of the following)

Company resources
product variability
product life cycle
market variability
competitors
marketing strategies
Positioning & its influence over marketing mix factors
value positioning
positioning statement

Task 3
3.1

Research and development

new product development

Customer convenience and availability

integration and distribution systems
franchising
physical distribution management
logistics and channel selection

Pricing strategies
costs psychological
discriminatory and ethical issues

Effective integrated communication process (SOSTT +4Ms.)

promotional mix elements
push and pull strategies
advertising above and below the line including packaging
public relations and sponsorship
sales promotion
direct marketing and personal selling

3.2

3.3

3.4

branding, internet and online marketing

Concept of the extended marketing mix

significance of the soft elements of marketing (people, physical evidence and
process management)

3.5

Task 4
4.1

Product
place
price
promotion
3 soft Ps-people, processes and physical evidence

Differences of organisational and consumer markets

Differences of domestic marketing and international marketing (Following

points should be discussed)
Globalisation
culturally differences
standardisation versus adaptation
regional integration (EU, NAFTA)
benefits and risk
markets attractiveness
international marketing mix strategies

4.2

4.3

Remarks: Carefully check whether you have

mentioned & discussed all the point or not. It is not
needed to discuss the point briefly but must be
discussed. Missing of any point might penalize you.