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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 Analy e! 1.0 Intr !"#t$ n "." #roup$s %b&ectives '(hat do you e)pect from this assignment* C %&'n()* Pr +$,+." Company$s background +.+ Company$s competitors +., -ypes of Consumer .uying /ecision and Consumer 0nvolvement '1outine/ 2imited / 3)tensive* either one +.4 5arketing 5anagement 6hilosophies '6roduction/ 7ales/ 5arketing/ 7ocietal 5arketing* either one +.8 Company$s Corporate 7ocial 1esponsibilities 'C71* At least , activities Pr !"#t C n#-&t ,." Company$s 6roduct ,.+ -ype of consumer product 'convenience/ shopping/specialty/unsought* either one ,., 6roduct items, product line and product mi) M'r/-t S-0%-nt't$ n 4." -ypes of segmentation '#eographic/ /emographic/ 6sychographic/ .enefit/ 9sage:1ate* more than one accepted 4.+ 7trategies for 7electing -argeting 5arkets '9ndifferentiated -argeting/ Concentrated -argeting/ 5ultisegment -argeting* either one 4., 6ositioning 4.,." 6ositive/ ;egative 4.,.+ 6ositioning .ases ' Attributes/ price & <uality/ use & application/ product user/ product class/ competitors/ emotion* more than one accepted C1'nn-, Str"#t"r8." -ype of 5arketing Channel '/irect channel/ retailer channel/ (holesaler channel/ agent/broker channel* more than one accepted 8.+ 2evels of distribution intensity 'intensive/selective/e)clusive* either one 8., 1etailing 8.,." -ypes of stores 'department store/specialty store=etc* more than one accepted 8.,.+ ;on store 1etailing ' Vending machine/ online sale=.etc* more than one accepted
Prepared by: Mdm. Anidah Aziz

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MKT 243 FUNDAMENTALS OF MARKETING

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Pr % t$ n >." 6romotion 7trategies 'advertising/ public relations/sales promotion/personal selling* more than one accepted >.+ Advertising: 5edia -ypes 'newspapers/maga ine/radio/television/outdoor media/internet/alternative media* more than one accepted >., 6ublic 1elations: 5a&or -ools 'new:product publicity/product placement/consumer education/sponsorships/internet web sites* more than one accepted >.4 7ales promotion: 5a&or -ools 'coupons and rebates/premiums/loyalty marketing programs/contests and sweepstakes/ sampling/ point:of purchase/online sales* more than one accepted Pr$#$n0 ?." 6ricing %b&ective '6rofit:oriented/ 7ales:oriented/ status <uo* either one ?.+ 6rice 7trategies '6rice skimming/penetration pricing/status <uo pricing* more than one accepted ?., 6ricing tactics C n#,"*$ n @." Achieve your group$s ob&ective or not 'please refer "."* @.+ 2imitation @., 2earning e)perience R-+-r-n#-* A." 0nternet A.+ .ooks A., 6eople A&&-n!$6 "B." 6ictures "B.+ Video "B., 0nterview session

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A**-**%-nt %'r/ + r Gr "& Pr 7-#t 6rogress 1eport 'week ?* 6ower6oint 1eport '7oft Copy/C/* 6resentation 6ersonality Cooperation +BC 'at least 8BC completed* 4BC +BC "BC "BC "BBC

Prepared by: Mdm. Anidah Aziz