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Unit 4 Marketing Principles

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Unit 4 Marketing Principle

Task 1: In this section, the students are required to address the following questions with examples from ANY 1 brand selected from UNILEVER PLC (UL).

By using a reputable source, define marketing. You can use definitions of marketing given by CIM or AMA or Kotler and explain how these are applicable to a brand of UNILEVER PLC (AC1.1)

Briefly explain the various elements of the marketing process applicable for UNILEVER PLC and explain how the Marketing Strategy is applicableto your selected brand from Unilever PLC(AC1.2)

Explain how your selected brand is using the marketing concept in their marketing activities(AC1.3)

Identify and briefly explain the possible costs and benefits for your selected brand for pursuing a marketing orientation culture(AC1.4)

Task 2: In this task, the students are required to prepare a report to address the following:

Explain your product/product range feature, advantages and benefits to market your product in your selected market. (AC2.1)

Now you have to plan a marketing mix for two different segments in consumer markets in your newly selected market (i.e.: Children under 16, Young female college students, Business executives working for a large corporation, Individuals Interested in Sports etc. (AC2.2)

Identify various distribution strategies that your product could use. What is your view on the distribution strategy adopted for your newly developed product? (AC2.3)

Explain how prices are set to reflect an organization's objectives and market new conditions in a newly selected market. Recommend a specific pricing strategy for product which will reflect the different market conditions (AC2.4)

Illustrate how you can arrange promotional activities to achieve marketing objectives.Give examples of promotional activities that you can plan to increase your awareness and image. Recommend an integrated promotional strategy by combining some of the promotional mix elements such as advertising, direct marketing, personal selling, sales promotion, public relations, and word-of-mouth (AC2.5)

Analyse how additional elements of the extended marketing can be used by Unilever PLC (UL) to enhance customer experience and improve customers(AC2.6)

Describe the differences in marketing products to businesses (B2B) rather than consumers (B2C). Explain how your new product could conduct its business to business marketing. (AC2.7)

Define ‘'service''and discuss the characteristics of service. Do you think your product can use the service element in Marketing? If ‘yes', explain how it can incorporate the service element in Marketing (AC2.8)

Show how and why international marketing differs from domestic marketing. Explain how your new product continues to hold its position in international markets with examples of international marketing strategies(AC2.9)

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