Word Limit: 500 words (Plus or minus 10%) Learning outcomes assessed: Identify and explain the marketing concept, the marketing mix and the components of the marketing communications mix. Explain the relationship between the marketing environment, its impact upon organisational decision making and consumer behaviour. Discuss the factors that determine competitive advantage within organisations Explain key theories, concepts and models underpinning business communication to create effective communications. Examine and discuss organisational issues and challenges that impact on the effectiveness of business communication through the use of pre-defined criteria to assist in improving communication within the organisation. Demonstrate an application of concepts and techniques related to business communication processes used within the workplace. This coursework is worth 50% of the total marks for this module. Word Limit: 2000 words (Plus or minus 10%) Coursework Instructions Please read carefully Carefully read the module handbook, the marking criteria and the grade descriptors. Academic Misconduct You are responsible for ensuring you understand the policy and regulations about academic misconduct. You must: Complete this work alone except where required or allowed by this assignment briefing paper and ensure it has not been written or composed by or with the assistance of any other person. Make sure all sentences or passages quoted from other peoples work in this assignment (with or without trivial changes) are in quotation marks, and are specifically acknowledged by reference to the author, work and pageAssignment Questions Case Pure gym, a lean gym operator, is the UKs largest health and fitness provider. In 2015 the company acquired LA Fitness and has a total of 930,000 members across its 176 gym sites in the UK. Pure Gym focuses on creating good gym work out experiences, removing extras such as saunas and steam rooms and introducing affordable membership with no contractual commitment (Hardy, 2017) The gym offers 21st century consumers flexibility through its pay-as-you-go model. Memberships are sold solely online, making it easy and accessible for customers to access subscriptions at the press of a button. Continuously focused on innovating, Pure Gym experiments with virtual fitness classes, which can be made available to users on demand, or on a timetabled basis. In 2016 Pure Gym expanded significantly, opening sites in shopping centres and retail parks across the UK. Expansion remains a priority for the business, with plans to open an additional 20 25 sites by the end of 2017 and up to 300 gym sites in total by 2020 (Kilgannon, 2017). Scenario As a newly joined marketing assistant of the Pure Gym marketing team, you have been asked by the director to write a report addressing the following task areas: (Word counts below are indicative) Task 1: Marketing orientation (LO1) a. Describe the selling and marketing orientation concepts (150 words) b. Pure Gym use the marketing orientation approach in business. Explain the benefits of this approach versus other concepts. Please provide examples of how Pure Gym demonstrate they are taking a marketing orientation approach. (200 words) Task 2: Marketing environments (LO2,3) a. Describe marketing environment analysis and discuss why it is important for Pure Gym prior to setting a marketing strategy (150 words) b. Using secondary research identify two (2) macro environmental factors that impact Pure Gyms marketing decisions. Discuss whether these factors create marketing opportunities or threats for Pure Gym (150 words) c. Discuss two (2) factors in Pure Gyms micro environment that should be monitored (150 words) d. Using secondary research identify and explain two (2) internal environmental factors that could be considered as strengths in Pure Gyms operation, from a marketing perspective (150 words) Task 3: Marketing strategies (LO3) The Marketing Director has announced a new objective for the company: To launch six (6) youth gyms for 13-19 year olds in London, by April 2018 a. Discuss the importance of market segmentation in planning a marketing strategy for Pure Gym (200 words) Task 4: Marketing mix (LO1) a) Using the 7ps, Identify and describe Pure Gyms current marketing mix ensuring you provide detailed descriptions (350 words) b) Propose a revised marketing mix (covering all the 7ps) for the launch of the six (6) youth gyms in London. Memberships will be available to buy from the Pure Gym website (think about the areas of the mix that will need to be changed and explain the reasons for each change) (350 words) Structure and Guidelines You are expected to submit a professionally presented assignment in a business report format. The following structure could be used. You will need to create your own headings and sub headings for each task in the main body A title page: ID number, module code and module title, and the assignment title Contents page Introduction Main body (construct your own headings and sub headings for each task) o Task 1 4 Conclusion Reference page Appendix You are expected to submit work that includes: Correct spelling and appropriate use of grammar. Line spacing no less than 1.5 and no greater than double. Fonts such as Times New Roman, Arial and 12pt font size for the main text. Acknowledgement of all sources of information using Harvard format and includes a detailed reference list. You must research widely and include a minimum of eight peer-reviewed scholarly articles in your final report Titles and subtitles for each section. Managers need to be able to find information quickly. Tables and graphs to illustrate your points where necessary. All tables and graphs must be numbered, titled and referred to in the text of your report. Clear arguments. For any statement you make, such as p therefore q, justify why p is the case (e.g., using numbers or diagrams), and justify why q should result (e.g., by citing scholarly journal articles). Word count: 2000 words (excluding reference list and appendix) Remember, your tutor will be happy to see you, during the semester so make an appointment at any time. However, avoid bringing draft copies for pre-reading, rather bring specific queries you would like clarified. It is important that learners learn to take ownership of their ideas, and learn to trust and believe in, their own marketing knowledge. End of Assignment Brief
1. Understand the concept and process of marketing 2. Be able to use the concepts of segmentation, targeting and positioning 3. Understand the individual elements of the extended marketing mix 4. Be able to use the marketing mix in different contexts. Outcomes LO1 Understand the concept and process of marketing
LO2 Be able to use the
Marketing mix is the policy which determines the position of the company’s goods and services on the market. It is obvious that in order to achieve success in marketing, one should be aware of all the aspects and methods of the process. The key factors which play the essential role in marketing mix are the quality of the product, its price, the place where it is sold and promotion or advertising.
The paper will use an organization to describe how each of the four elements of the marketing mix affects the development of the organization's marketing strategy....
On the other hand many people live according to the principle ‘the more expensive, the better’, believing that expensive things are of higher quality and will serve longer. The place is also very important for the prosperous business, because when your store is located on the suburbs of the city, you will never have enough customers as they will deny travelling much to the shop. The best places are the financial and trade areas, shopping centers of big cities. The only way out for small companies which can not afford a store in the center is the online marketing. The last element of the system of marketing mix is the successful advertising. Without proper advertisement you will never manage to attract many clients even if you produce top-quality cheap goods, because they will simply do not know about your existence.
Students always have problems when writing a term paper on marketing and finance, because it is difficult to organize great number of thoughts logically. A free example term paper of marketing mix is a good solution to the problem, because with its help one will realize hot to compose the paper well and present the evidence correctly. It is reasonable to rely of the skills and knowledge of the professional writers and their free sample term papers on marketing mix which can make the writing process much easier and more effective.
Every young professional who wants to achieve success in business should be aware of the principles of marketing mix. A good term paper is a detailed research of the components and factors which influence the success of the company and presentation of brand new ideas which can improve the system of marketing mix considerably, because business is a dynamic process which develops all the time. One is expected to read reliable information about marketing mix in textbooks, periodicals and in the Internet in order to improve his knowledge on the question.
The term "marketing mix" became popularized after Neil H. Borden published his 1964 article, . Borden began using the term in his teaching in the late 1940's after James Culliton had described the marketing manager as a "mixer of ingredients". The ingredients in Borden's marketing mix included product planning, pricing, branding, distribution channels, personal selling, advertising, promotions, packaging, display, servicing, physical handling, and fact finding and analysis. E. Jerome McCarthy later grouped these ingredients into the four categories that today are known as the 4 P's of marketing, depicted below:
Write a 1,400- to 1,750-word paper in which you describe the elements of the marketing mix: product, place, price, and promotion. Include the following: