QUESTION
DIPLOMA
OF
BUSINESS
CRICOS Code: 063393A / NTIS Code: BSB50207
PAGE 1 OF 1
MARKETING – 1 CLUSTER
Unit BSBMKG502B – Establish and adjust the marketing mix
Unit BSBMKG514A – Implement and monitor marketing activities
TASK 2
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Task 2– Marketing 1 Cluster | v2010.1-240210
CRICOS Code: 063393A / NTIS Code: BSB50207
TASK
You are to complete the entire workbook in your own words.
The workbook is an individual assessment tool.
Please make sure that you reference the resources used to assist you.
All final workbooks must be submitted as a hardcopy typed in font size 12 Times New Roman, 1.5 line spacing
with the correct question number displayed for your response and presented to the trainer on the due date with
the correct coversheet – Note: Task sheet and questions are available on the common share folder.
All students will be asked two questions at random from the workbook and will be required to explain their
answers.
PAGE 2 OF 2
Questions
Q1. Identify and briefly describe stakeholders who may participate in the marketing planning process?
Q2. Briefly explain the process of developing a marketing mix.
Q3. Identify the typical contents of a briefing to marketing planning stakeholders prior to implementation.
Q4. Briefly explain the relationship between a business strategy and a marketing strategy
Q5. List the stages in organizing a learning activity for non-marketing personnel about the marketing plan implementation.
Q6. What is monitoring? Provide a definition and an example.
Q7. List five methods of monitoring the success of a marketing campaign
Q8. Explain why is it important to evaluate a marketing campaign?
Q9. Explain the process of improvement for a marketing campaign.
Q10. List the steps in documenting improvement recommendations for the marketing campaign. Provide a brief example
with each step.
Q11. List five ways to communicate changes in marketing objectives and targets to relevant stakeholders.
Q12. Explain the difference between differentiated and undifferentiated markets.
Q13. Explain what is meant by the term “behaviouristic segmentation”, provide examples.
Q14. Explain the term geographic segmentation.
Q15. Give examples of how discount department stores such as Big W and Kmart segment their customers by product
group location within their stores.
Q16. Explain how the product mix (range of products stocked) of an electrical appliance store might vary between the
following residential areas:
i. suburb with mainly family group residents
ii. Inner suburb with apartment and townhouse living
iii. Medium-sized outback or country store
iv. Area where many students and singles live in flats and units
Task 2– Marketing 1 Cluster | v2010.1-240210
CRICOS Code: 063393A / NTIS Code: BSB50207
Q17. Explain the steps in the market segmentation process. Then, using a well-known organisation as an example,
describe how they have successfully undertaken this market segmentation process.
Q18. How do you think each component of the marketing mix interrelates?
Q19. What is the difference between a value offer or value proposition and a value acquisition?
Q20. Can service be a product?
Q21. What is an organisation (B2B) product?
Q22. What is a commodity?
Q23. What is the purpose of packaging in regards to Product?
Q24. Why is labeling a product important?
Q25. What is a brand? How does a brand provide value to customers? Use examples to illustrate.
Q26. Are there any products that have no service component? Why or why not?
Q27. What is a “product-service continuum”?
Q28. What is internal marketing? Why is it important for services marketing?
Q29. Explain each of the following in relation to services marketing:
v. Branding
vi. The strategy of standardization
vii. The strategy of customization
SOLUTION
1. Describe in your own words the process for identifying learning needs?
In order to identify learning needs, the firm needs to collect diverse data like legislative, organizational, job and individual needs like team spirit and manager’s role in the firm, do the analysis of the data by identifying the needs and the gaps. Then the learning needs must be matched with the organizational long term goals and then further implementation takes place. [CIPD, 2012]
2. Briefly explain the difference between data and information?
Data is raw, unorganized fact whereas information is organized and processed form of data. Data is factual information based on calculations and theories whereas information is gathering of facts but on the basis of human intelligence and knowledge obtained from study, investigation and research. Data are plain facts in any given context whereas information is processed fact which has reason for existence in any given context. [Diffen]
3. Write brief definitions for knowledge and knowledge management?
Knowledge is relevant information about any given concern or topic whereas knowledge management is systematic arrangement of All gathered and possessed knowledge so as to manage them for some purpose. In other words, knowledge is the possessed information about something whereas knowledge management is the systematic arrangement of the possessed knowledge in order to fetch the desired goal. Knowledge comprises of planned as well as unplanned gathering of information whereas knowledge management is always planned and is actually a study of relationships. [Knowledge management forum, 2002]
4. What is Australian Standard 5037–2005?
Australian standard 5037-2005 is a knowledge management standard which is formed to provide a transparent and clear picture of knowledge management. It has certain standards and rules or guidelines on how to abide with and extract knowledge out of any resource while preserving the ecosystem and integrity of the country and globe. It has certain frontiers for individuals, researchers, companies to follow while extracting or utilizing knowledge base of the country.
5. Identify and briefly describe, two Knowledge Management Enablers
The two important knowledge management enablers are learning and informational technology support. Learning imparts awareness and also allows individuals to systematically abide with knowledge management as learning acts as a catalyst and information technology support has a lot of positive impact on knowledge management and acts as an enabler because of intranet and softwares.
6. List the stages in organizing a learning activity for information system user?
Learning activity for information system user starts with identifying information system in use and its application in the current contexts. After finding the usage and application, learning should bring customers, technology, organization and employees on one platform i.e. data gathering. After that learning activity involves stage of applied solutions on issues in front i.e. data analysis, then comes solving complex problems through monitoring and evaluating information system work and process.
7. What is an information management system?
Information management system the scientific way of managing with business of the firm in such a way that one platform is created for linking all verticals of any firm like customers, employees, distributors, marketing chain, finance department etc. IMS is also a database management technique which helps an organization to simplify and merge extensive data and transactions efficiently and effectively.
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8. Describe how you analyze an information system’s strengths and weaknesses
Information system’s strength lies firstly in its time efficiency as IMS usage saves time and longevity of data transfer. Secondly it brings all departments under one platform which is a very big advantage as monitoring and effectiveness of work increases by any company. Thirdly service delivery becomes easier and more satisfying as management of goods and services becomes better and clearer. Weaknesses are its money consuming, not easy to apply for small businesses, makes manpower dependant on it and decreases working capacity of employees and has complexity of technology.
9. List three typical policies that may be relevant to an organization’s effective information management?
For developing effective information system, firstly security policy is important. In this framework must be made for tackling with data leakage, data misuse and password related policies which must be made mandatory to be abided. Technology policy should be implemented where there should be certain minimal standards for effective management of information system which must be followed. Regulatory policy should also be implemented so that there should be limitation in discretion of individuals in extracting informations out of information system of the firm.
10. Explain what makes an information management system effective? What makes it efficient?
The key factors that make an information management system effective are: quick execution of the pages and links available in the system of employees and customers. There should be minimal errors and false data highlight in time of its application. Rectification of errors should be very easy and technically feasible to be done so that entire software or system shouldn’t get changed.
11. List with a brief description, the key elements in a Marketing Information System (MIS)
Key elements in marketing information system are: firstly internal report system i.e. data ready for being processed, marketing environment reach like suppliers, distributors, customers, employees. Then marketing research system is another key element that monitors and tracks researches on the marketing system relating to raw materials, developments in present scenario, data gathering and surveys. Marketing intelligence system where managers analyze the data gathered by research system and evaluation brings necessary conclusions. [www.fao.org]
12. Explain why the strategic alignment of the information management system is important to an organization.
Strategic alignment of an information system is important for a firm because it is not merely software but is like a human brain which has to integrate different departments of an organization together and intelligently manage with the information flow. It can yield high level of competent database that could be easily relied on. It also helps to maintain the security and integrity of data and informations which could be easily misused if not handled intelligently.
13. Explain the term ‘knowledge worker
Knowledge workers are people whose main capital is knowledge as they think and get paid for their useful thoughts and ideas like lawyers, architects, researchers, engineers. Knowledge workers are people who are considered to be asset of the country as they not only bring huge business profits but also are intelligent brain of the country who have great demand abroad.
14. Describe key elements of changes to privacy legislation that have occurred in relation to information management (IM) and IM systems
The key changes in concern with privacy legislations in recent times in information system are data privacy i.e. there should be purpose for collecting data, information disclosure of the firm to other firm or individual is punishable offence, transfer of personal information of employees or customers from information system is prohibited and there are some data which are prohibited to be collected until there is unavoidable extreme circumstance like rape, exploitation.
15. Explain why contingency management skills can be so important in managing an information management (IM) and IM systems
Information system is a whole network of association in which people from the firm and outside it are linked together for common goal, if it is not maintained as per the standards, company may face huge losses, contingency management is very crucial because information system is subject to sudden failure, software crash, virus attack, heavy load and under these circumstances certain alternatives must be kept for providing essential back-up to the management or the employees. [Mays business school, 2012]
16. If an organisation cannot meet its knowledge requirements from its available knowledge what two options can it pursue to fill the knowledge gap? Briefly explain each option
Knowledge gap in the organization can be effectively filled by knowledge sharing with alliance partners or external environmental partners or by means of consulting caser study companies who may charge for respective case solving. Knowledge sharing on basis of intra-firm relationships by means of which the problem could be solved by consulting alliance partner or parent company or strategic partner. Apart from this case study companies and regulatory bodies like ombudsman, regulatory authorities etc could be consulted.
17. Explain how you use information in the modern workplace.
Usage of information in modern workplace is done majorly by means of modern technology like computers, internet and intranet, worldwide web where the information is feeded in the system and then processed with help of modern technology and finally is used as per the requirement. For using information in modern workplace softwares and help of information system is taken where information is utilized varying upon the need.
18. With regards to information, explain what clarity and accuracy mean.
Clarity of information means the subtle and clear picture of all processed data into it. Clarity of information also means that it should have a definite and specific existence, it must convey its purpose to the reader and the meaning must be easily understood. Whereas accuracy of information means minimal flaws or mistakes could be found out of the information. Accuracy also accounts for reasonably more perfect and precise matter in form of information.
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19. Draw an information system diagram for a Vocational training college
information system of vocational training institute:
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20. Explain information management from a resource management perspective
Information management and resource management are interlinked concepts as information management system makes use of various data and information which are primary resource for any organization. Resource management is the concept of managing with the resource of the firm like human force, data, fixed assets, money etc and information management system is a type of it where the information is considered as a major resource which needs special management system and therefore information system is practiced in organizations.
References:
1. Cipd, 2012, identifying learning needs, viewed on 12th April, 2012, < http://www.cipd.co.uk/hr-resources/factsheets/identifying-learning-talent-development-needs.aspx>
2. Diffen, data vs. information, viewed on 12th April, 2012, <http://www.diffen.com/difference/Data_vs_Information>
3. Knowledge management forum, 2002, what is knowledge management, viewed on 12th April, 2012, <http://www.km-forum.org/what_is.htm>
4. www.ao.org, marketing information system, viewed on 12th April, 2012, <http://www.fao.org/docrep/W3241E/w3241e0a.htm>
5. Mays business schools, 2012, information system, viewed on 12th April, 2012, <http://mays.tamu.edu/info/what-is-mis/>
1. Identify and briefly describe stakeholders who may participate in the marketing planning process?
The stakeholders who can participate in marketing planning process are suppliers and distributors. Both suppliers and distributors can be included in marketing plan at the stage of allocating marketing resources and monitoring, also they participate in making of marketing strategies and objectives in response to their contribution in the firm. In time of planning about marketing assumptions and analyzing its strengths suppliers and distributors are included.
2. Briefly explain the process of developing a marketing mix ?
In the process of developing marketing mix, a set of certain variables are taken and combination of all such sets like product, price, place, promotion are used to influence buyer’s behavioral pattern. The process of developing marketing mix starts with defining the product, fixing a price as per marketing strategy, determining the segment of market which has to be targeted i.e. place and promotion which is about promoting and advertising the product. [Cambridge university press]
3. Identify the typical contents of a briefing to marketing planning stakeholders prior to implementation?
The briefing of content of marketing plan to stakeholders starts with communicating the goals and objectives of the plan, planning against operational effectiveness in chain management through better supply and distribution, contents of delivery and quality assurance on delivery of goods and services to the customers, planning of support and improvement of relationships with suppliers and distributors.
4. Briefly explain the relationship between a business strategy and a marketing strategy :Business strategy is about identifying the business objectives and strategizing about flow of resources to achieve those objectives and goals which can be related to marketing or human resource strategy or may be whole organizational strategy whereas marketing strategy means specific strategy framework on marketing objectives and goals like product launch, advertising, segmentation, deciding target customers etc.[Plan ware, 2012]
5. List the stages in organizing a learning activity for non-marketing personnel about the marketing plan implementation:
For a non marketing professional, marketing plan implementation has to be simplified and stage wise. Firstly goal setting for individual so that the vision is clear then outlining the strategies for moving towards the goal, deciding action programme, for proper execution of those actions, delegating responsibilities to experts and finally conveying the controlling and evaluation strategies in order to monitor them and motivate them for proper and effective execution of their job.
6. What is monitoring? Provide a definition and an example ?
Brown said Monitoring is an intermittent series of observations in time carried out to show the extent of compliance with formulated standard of deviation from expected norm. Example of monitoring is performance evaluation at year end which is done in companies like Wal-Mart, Lakme, and Levi’s for extent of business achieved, customer complaints against sales staffs, level of accuracy and feedback from customers, through many other similar methods performance is monitored of employees.
7. List five methods of monitoring the success of a marketing campaign :
Firstly marketing campaign can be monitored by means of market survey where feedback forms, interviews and questionnaires can be evaluated; by report check of the sales in the respective quarter when campaigning took place, by auditing the market campaign in terms of cost to revenue ratio where return on investment could be calculated, by monitoring the customer feedback and complaints in respective period of time. These five methods can evaluate the effectiveness of marketing campaign.
8. Explain why is it important to evaluate a marketing campaign :
One of the most important reasons for evaluating marketing campaign is to find out the return on investment done by the firm. Evaluation can also tell the fact that campaigning can be further continued or there is need for change in it, evaluation of campaign can also help to realize the loopholes in campaigning which could be rectified and further effectiveness could be increased.
9. Explain the process of improvement for a marketing campaign:
In order to bring improvement in marketing campaign the firm should involve a separate team of people assigned job responsibility of campaigning and employees must be fully dedicated towards campaigning and no other work in that period. Apart from this regular monitor of the campaign, feedback from existing clients about product branding should be done so that efficiency could be regularly enhanced, a proper business plan and strategy should be prepared for marketing campaign so that all process and stages are completely met.
10. List the steps in documenting improvement recommendations for the marketing campaign. Provide a brief example with each step.
Firstly build a team of employees involved in campaigning for example from executive to vice president level managers should be assigned campaigning roles and responsibilities. Second recommendation for improvement is to regularly monitor the level of success reached by the team for example the extent of market they have campaigned, number of malls and public places captured etc, thirdly feedback from various employees of the firm, existing customers, and new people should be taken so as to find out the influence of the campaign among people.
11. List five ways to communicate changes in marketing objectives and targets to relevant stakeholders.
Ways to communicate changes in marketing plan to stakeholders can be done firstly by mail marking mode of communication to important stakeholders, secondly letter of annual report and further business expansion being send to stakeholders, thirdly published in local newspaper about the superficial level transformations which must be made known to suppliers, distributors, customer etc., fourthly electronic media can be used as mode of communication to reach far off stakeholders as well because electronic media is a strong means of communication and fifthly by means of conveying business reports officially to suppliers, distributors and important customers.
12. Explain the difference between differentiated and undifferentiated markets:
Differentiated and undifferentiated market means segmented and non-segmented market. Differentiated market is the place where market is virtually segmented as per the product type and only specific customers are targeted whereas undifferentiated market is a condition or virtual place where whole market and all customers are targeted and no segmentation is done as per product demand which is somehow related to mass marketing concept.
13. Explain what is meant by the term “behaviouristic segmentation”, provide examples :
Behaviouristic segmentation means segmenting customers on the basis of their pattern of behavior which may be some kind of like or dislike, habit about anything, behavioral pattern like tendency to smoke, tendency to use unique and high class goods. The best example for this could be sale of cigarettes which is behavioral pattern of individuals or group of people where segmentation will be done on the basis of tendency of people to take smoking as a habit.
14. Explain the term geographic segmentation.
Geographic segmentation means to segment the market on the basis of differences in geographical conditions which may influence the buyer’s behavior of buying certain peculiar goods. There are many goods which are sold specifically in certain geographical belts and not in whole market, for example sale of sweaters, jackets or heavy woolen items will be proportionately high in U.S.A, Russia, U.K, Europe as compared to India, Africa, Pakistan, Dubai where winters prevail only for 3 months.
15. Give examples of how discount department stores such as Big W and Kmart segment their customers by product group location within their stores.
Big retail stores also do segmentation according to discount rates within their stores. Their segmentation is based on discount rated goods being sold in bulk thereby increasing the level of sales. Segmentation is done as per the pick of products of similar range and discount being provided should match with each other. Suppose cheap household goods are to be sold, provide good amount of discount on them whereas high priced cosmetic goods can have different rate of discount and that too will not affect sale of household goods by any means as customer segmentation has been done on basis of financial stability and economic segmentation.
16. Explain how the product mix (range of products stocked) of an electrical appliance store might vary between the following residential areas
• suburb with mainly family group residents
• Inner suburb with apartment and townhouse living
• Medium-sized outback or country store
• Area where many students and singles live in flats and units
Product mix will vary in following structure:
– Suburb areas having family in majority will have heavy sale of household electrical durables like tube lights, CFL, fans, low voltage and electricity consuming electrical goods.
– Inner suburbs with apartments will consume household electrical as well as heavy electrical appliances to give back-up to entire apartment or living population like generator based tube lights and fans, high sale of street lights, rubber airlines, electrical connectors, light duty cables
– Medium sized country stores may have high sale of low electricity consuming appliances, less sale for costly and heavy gadgets
– Areas having single person or bachelors or students will have sale for easy to carry lights, cable wires, portable fans and such similar less expensive appliances.
17. Explain the steps in the market segmentation process. Then, using a well-known organisation as an example, describe how they have successfully undertaken this market segmentation process:
Steps in market segmentation are: identifying the target market and customers, realizing the expectation of the audiences, creating subgroups of people falling in that segment, set goal for the target audience and subgroups and launch product. Market segmentation can be best seen by world class cosmetic company “Lakme” which identifies its segmented market as women as gender segmentation, then economically sound women who are further divided into women of age between 20-30 and women of age between 30-45, this is subgroup segmentation, then finally they launch their product accordingly.
18. How do you think each component of the marketing mix interrelates?
Each component of marketing mix interrelates because each components successful impact helps the other component to survive and perform even better. Marketing mix is set of variables who are inter dependant on each other. Product even if good cannot succeed without effective pricing and effective p[rice cannot influence without proper promotion and even if promotion is good and place is not appropriate for the product no sale could be reached at. Therefore all these mixes are interlinked.
19. What is the difference between a value offer or value proposition and a value acquisition?
Value proposition or value offer is the value the vendor promises the customer to deliver, it is the value underlying the product which the firm or the seller gives to his buyer in order to build healthy customer relationship. Value acquisition is different from value proposition in the manner that it talks about acquiring the value available in the market in order to benefit the brand, the earlier one promises to benefit the customers whereas latter one promises to benefit the firm as high value acquisition takes place by strategically selling a business in the market.
20. Can service be a product?
Yes service can also be a product if its reach to the customers is made more effective as any tangible thing has more influence on the market and people than intangible services, for considering services as products, the seller needs to deliver services with similar effect as it is in case of product which is taken home with the buyer, which could be seen, is durable and is hard enough to sustain pressures.
21. What is an organisation (B2B) product?
Organization product is the concept of business to business marketing, where one company’s finished goods becomes raw material for the other firm or business. In this type of product service delivery has to be made promising for the other firm whose market capture may get effected because of inferior quality so, it makes a chain of production where one company’s product goes to the other company and finally is utilized there for making goods which are delivered to the customers.
22. What is a commodity?
Commodity is a general term which is used for any good which is marketable whether directly to the customers or to companies, commodity can be fungible and it has a definite existence. It’s not necessary that commodity is always a finished goods but it can be any raw material as well like water, copper, raw coffee etc.
23. What is the purpose of packaging in regards to Product?
Packaging is a very important factor influencing product’s existence in the market. Packaging can influence a product in many ways. First and foremost important reason for packaging is safely distributing goods to the target customers; packaging also influences marketing technique as packaging makes the product lucrative and highly prone to be picked among other substitutes.
24. Why is labeling a product important
Labeling of a product is important in order to maintain fair trade practices as labeling transparently describes its price and real worth for sale. Labeling of product also gives clear picture of the comparison of the re4spective product with other similar products in market. Labeling helps customers to understand the price of good beforehand only and also that seller or vendor cannot cheat the customers and do negative brand image of the product to its customers.
25. What is a brand? How does a brand provide value to customers? Use examples to illustrate
Brand is the outcome of long time service and good quality of product being given to the customers which has helped the firm gain a name in the market and that name in the market is called a brand. Brand is distinct, unique, effective and loyal source of identifying the goodness of any product in the market. It can also be said in simpler terms that a brand is goodwill earned by any product line in eyes of the customers.
26. Are there any products that have no service component? Why or why not?
No there are no products which have no service component as any product without any service component is not feasible to attain. It can be said in terms of necessity goods, they are sold and bought without good service delivery but if the service component is fully removed it is not practical state to attain. Minimum service that is quality and safety of necessity goods is mandatory to be provided. Without service any product is not possible to stay in market unless it is any ideal situation of flood, plague or any other disaster.
27. What is a “product-service continuum”?
Product service continuum is the interrelation of both the components which make a marketing activity complete. Product is incomplete without service delivery like quality, timely delivery, and exchange assurance and therefore it is said that they both come in continuity. Product is launched in market and service is given to the customers for better performance and long term relation with the customers.
28. What is internal marketing? Why is it important for services marketing
Internal marketing is the concept of building trust in employees towards brand they are associated with. Internal marketing has gained importance in recent times because it becomes important for employer to do employer branding and retain motivated and efficient employees in the firm. IM bridges the gap between employee brand experiences and customer brand experiences. [Roberts-Lombard, 2010]
29. Explain each of the following in relation to services marketing:
• Branding ,
• The strategy of standardization,
• The strategy of customization
The explanation of the terms are below:
• Service marketing is linked deeply with branding because ser4vices are intangible in nature, they can only be felt by the customer so it becomes very important for the firm to build the image of the brand in minds of the customers.
• Strategy of standardization is also very important because service delivery and its marketing is highly linked with standards of its delivery, by providing a standardized level, the customers faith in the service industry could be increased
• Customization is also very crucial in respect to service industry because services are felt by the customers, they are not solid goods which can be carried away, therefore it should be highly customer specific i.e. customized as per individual demand.
References:
1. cambridge university press, what is marketing mix, viewed on 13th April, < http://visionary.files.wordpress.com/2008/05/professional-english-in-use-marketing.pdf>
2. Planware, 2012, business strategy, viewed on 13th April, 2012, <http://www.planware.org/businessstrategies.htm>
3. Mornay Roberts-Lombard, 2010, an internal marketing study, African journal of business management, vol-4(4), pp-362-372, < http://www.academicjournals.org/ajbm/pdf/pdf2010/Apr/Roberts-Lombard.pdf
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