Explore The Concepts Of Segmentation Targeting And Placement Marketing Essay

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.

Student Guidelines

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

Grade Descriptors

A pass level is attained by meeting all certain requirements defined in the go away assessment criteria for every single unit

Merit descriptors

Indicative characteristics

Distinction descriptors

Indicative characteristics

In order to accomplish a merit the learner

The learner's evidence shows
In order to accomplish a difference the learner must
The learner's information shows


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

autonomy/self-reliance demonstrated

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

Performance Criteria

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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