Choose one of the topics mentioned below:
1. Segmentation, targeting and positioning are interrelated activities which are important to achieving a successful Marketing Mix. Discuss these concepts in theory and give practical examples of how they can be applied to one industry of your choice. Examples of an industry you might choose: fashion for men, or personal care products (shampoo, shavers etc), or pet products, or toys, or vehicles, or furniture, or fashion for women, or financial services, or beverages, or baby products, or snack foods or another industry.
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2. Marketing is all about delighting the customers. Discuss the theory and then give practical, real examples of how various products or services are delighting their customers today. Also provide your own ideas of how these products or services could further improve in the future.
3. Discuss the concept of perceived value and its importance to consumer behaviour and marketing. Discuss the theory and then give practical examples of how customers perceive various brands and how this impacts on their behaviour.
4. Good market research and environmental scanning forms the basis of success for other related marketing activities. Discuss the theory and then give practical examples of what types of market research and environmental scanning a company like Domino’s Pizza should do and explain why.
5. Why is it important to do market research and adjust the marketing mix when entering into a foreign market? Explain the theory and then give practical examples of how some companies have already adjusted their marketing mix in foreign markets. Also, explain what advice you would give the marketing team of “Vegemite” – if they wanted to launch this product in a foreign market such as South Africa (or a market of your choice), where people do not know the product/brand.
6. Crafting the brand positioning and building a strong brand are important marketing activities. Explain the theory and give examples of some strong brands and say why you think they are so good. Then choose one industry and show how various brands are positioned in this industry. Also imagine that you are launching a new brand into this industry – explain how you would position it and why. Examples of an industry you might choose: fashion for men, or personal care products (shampoo, shavers, deodorants etc), or pet products, or toys, or vehicles, or furniture, or fashion for women, or financial services, or beverages, or baby products, or snack foods or another industry.
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