The purpose of this record is to use your knowledge of marketing to Nike. Your record should explain the principles of marketing; illustrate segmentation, concentrating on and setting using one of their products. Finally, you analyse their marketing and devise a marketing combination for one of the products
Your survey should follow the format below.
Task 1 - Investigate the concept and process of marketing.
Compare alternative explanations of marketing. You need to use the main element words from the meanings to formulate your own description.
Identify the primary characteristics of the marketing oriented company and explain if you think Nike exhibit these characteristics
Compare the advertising notion with the marketing idea- which one best describesNike?
Identify and evaluate the huge benefits and costs of putting into action a marketing approach to Nike.
Task 2- Explore the concepts of segmentation, concentrating on and positioning
Identify and explain the relevance of 2 macro and 1 micro environmental factor to marketing undertaken by Nike.
Propose 3 segmentation criteria and make clear how Nike could use these criteria to segment the marketplace for one of its products.
State the target market you would choose for the product and clarify why you think this marketplace would be attractive to Nike.
Explain how Nike should take accounts of buyer patterns in their marketing activities
Task 3- Identify and analyse the individual elements of the extended marketing mixture.
Analyse how Nike gain competitive benefit through their products.
Critically evaluate the distribution strategy used by Nike for their products. Suggest ways in which it could be improved.
Explain how the prices set by Nike represent their targets and market conditions.
Comment on the potency of their promotional strategy in helping Nike to meet their marketing aims because of their products.
Task 4 Apply the expanded marketing mixture to different marketing sections and contexts.
Choose a Nike product and devise two marketing mixes for the merchandise. Start your marketing mix by outlining the target markets the product is aimed at.
Explain the differences in marketing products and services to organizations somewhat than consumers
Explain how and just why international marketing differs from home marketing for Nike.
1. You need to write this project in article style using the headings specified above.
2. You need to use diagrams and dining tables of numbers where appropriate ensuring to
reference their source.
3. You will include a bibliography using the Harvard referencing system.
4. All duties must be completed in the word limit of 2500-3000 words excluding desk of numbers, diagrams and appendices.
Assessment standards for pass
To achieve each final result a learner must demonstrate
the capacity to:
1 Investigate the idea and procedure for marketing
compare substitute meanings of marketing
identify the primary characteristics of the marketing oriented organisation
explain the various elements of the marketing concept
identify and examine the huge benefits and costs of your marketing approach
2 Explore the concepts of segmentation, targeting and positioning
identify and clarify macro and micro environmental factors which impact marketing decisions
propose segmentation criteria to be used for just two products in various markets
outline the factors which affect the choice of focusing on strategy
clarify how buyer behaviour impacts marketing activities in two different buying situations
3 Identify and analyse the individual components of the expanded marketing mix
identify how products are developed to maintain competitive advantage
explain how circulation is established to provide customer convenience
explain how prices are set to mirror an organisation's objectives and market conditions
illustrate how promotional activity is included to accomplish marketing objectives
analyse the excess elements of the prolonged marketing mix
4 Apply the expanded marketing combination to different marketing segments and contexts
recommend marketing mixes for two different segments in consumer markets
clarify the dissimilarities in marketing products and services to organisations somewhat than consumers
describe how and why international marketing differs from domestic marketing
A pass level is attained by meeting all certain requirements defined in the go away assessment criteria for every single unit
In order to accomplish a merit the learner
identify and apply ways of find appropriate solutions
relevant marketing theories and techniques have been applied
effective judgments have been made about the nature of marketing
the online marketing strategy of Nike has been explored effectively
use critical representation to judge own work and justify valid conclusions
synthesis has been used to create and justify valid conclusions about the type of marketing
the validity of results has been judged
self criticism of methodology has considered place
evaluation of how Nike online marketing strategy has been applied
realistic improvements have been proposed
select/design and apply appropriate methods/techniques
a selection of ideas have been considered
a range of sources of information used
the selection of segments and positioning strategies have been justified.
the design of methods/techniques justified
complex information/data have been synthesised and processed
take responsibility for managing and organising activities
substantial activities/projects or investigations have been planned, handled and organised
the unforeseen has been accommodated
the importance of interdependence of all components of the marketing blend has been recognized
present and speak appropriate findings
appropriate structure and way has been used
logical and coherent quarrels have been presented
technical language accurately used
a range of methods of demonstration has been used
appropriate media used
familiar and new contexts have been used
it is appropriate for familiar and unfamiliar audiences
demonstrate convergent, lateral and creative thinking
ideas made and decisions taken
self analysis has considered place
convergent and lateral thinking have been applied
problems have been solved
capacity for technology and creative thought has been used
receptiveness to new ideas have been demonstrated
unfamiliar contexts have been applied
Each unit will be graded as a Go, Merit or Distinction. A forward is given for the achievement of all effects against the specified assessment requirements. Merit and Variation grades are granted for higher-level achievement.
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