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Marketing principles/Pearson BTEC Higher Nationals Certificate in Business

Learning Outcome
Learning outcome    Assessment Criteria    In this assessment you will have the opportunity to present evidence that shows you are able to:    Task no.
Evidence
(Page no)
LO1     Understand the concept and process of marketing
1.1    Explain the various elements of the marketing process
1.2    Evaluate the benefits and costs of a marketing orientation for a selected organisation
LO2

Be able to use the concepts of segmentation, targeting and positioning    2.1    Show macro and micro environmental factors which influence marketing decisions
2.2    Propose segmentation criteria to be used for products in different markets
2.3    Choose a targeting strategy for a selected product/service
2.4    Demonstrate how buyer behaviour affects marketing activities in different buying situations
2.5    Propose new positioning for a selected product/service
LO3

Understand the individual elements of the extended marketing mix    3.1    Explain how products are developed to sustain competitive advantage
3.2    Explain how distribution is arranged to provide customer convenience
3.3    Explain how prices are set to reflect an organisation’s objectives and market conditions
3.4    Illustrate how promotional activity is integrated to achieve marketing objectives
3.5    Analyse the additional elements of the extended marketing mix
LO4

Be able to use the marketing mix in different contexts    4.1    Plan marketing mixes for two different segments in consumer markets
4.2    Illustrate differences in marketing products and services to businesses rather than consumers
4.3    Show how and why international marketing differs from domestic marketing

Merit Grades Awarded inc. Page No. (Assessor)     M1          M2          M3
Merit Grades Awarded (Internal Verifier)
Distinction Grades Awarded inc. Page No. (Assessor)     D1          D2          D3
Distinction Grades Awarded (Internal Verifier)
NB: For detailed Feedback please refer to individual script annotation

Internal Verification of Assignment Brief (Approved / Final Version)

Scenario
Here’s Talking To You (HTTY Associates), established in 2005 by two entrepreneurs, has grown steadily. Initially concentrating on providing advertising services, the business recognised an opportunity to develop its range of marketing services in response to requests from clients to cover more aspects of marketing communications, including brand management, public relations, sales promotion, exhibitions, merchandising, sponsorship and direct mail.
The owners of the business have recruited you as the new assistant marketing manager to support the team in developing marketing plans for clients. They were impressed with you at the interview and were interested in what you had to say on the topic of marketing orientation.
A new client, Leslie Zhang, has just started a fruit and preserve manufacturing business that buys surplus produce from traders at local market to avoid it having to be sent to landfill. She sells her products under the brand Planet Preserve at farmers’ markets. She has just won a contract to supply a major city department store. Currently she employs previously unemployed people who have just completed a government sponsored Work to Work programme. Leslie is keen to provide employment opportunities in the poor district where she operates. Her business is based in an industrial unit for new enterprises where she makes her preserves. Leslie is keen to expand her business but retain its ethical approach to its operations.
Task 1
You have been given the job of client manager for Planet Preserve and are to meet Leslie to discuss some of the marketing issues about which she is interested. Prepare a briefing report to take to the meeting with Leslie in which you:
(a) Evaluate the benefits and costs of a marketing orientation for Planet Preserve that will enable it to exploit its commitment to ethical and sustainable practices in marketing its products and to exploit retailer and consumer interest in and commitment to responsible business behaviour.
(500 words)
(1.2)
(b) Explain the various elements of the marketing process required and proposed segmentation criteria to be used for the jams and preserves produced by Planet Preserve. Indicate how these might be different for the consumer markets and the caterer/hotelier market, indicting a targeting strategy that Planet Preserve can use in one of the markets. (500 words)
(1.1, 2.2, 2.3)
Explain how:
(c.)    Planet Preserve products can be developed to sustain the company’s competitive advantage
(d)    How distribution is arranged for food products to provide convenience for all types of customer
(e)    How prices can be set to reflect the objectives of Planet Preserve and the prevailing market conditions for conserved products such as jams, chutneys, pickles and relishes
(f)    Show macro and micro environmental factors which influence marketing decisions at Planet Preserve
(2.1, 3.1, 3.2, 3.3)
(g) Analyse the additional elements of an extended marketing mix for
Planet Preserve and its products.                                             (3.5)

Total words for section c,d,e,f,g should be 1400 words
Total words for task 1:  2,400 words +/- 10%

The tasks will generate evidence for M1, M2, M3, D1, D2 and D3.
Grading
Pass    Work has met the requirements of all the assessment criteria identified in the assignment.
Merit    An effective approach to studying is demonstrated by ensuring the deadline to submit the tasks has been met.
(M1)
The briefing report demonstrates the use and application of relevant marketing concepts and ideas to the issues faced by a business start up by using a range of information sources.
(M2)
All components of the briefing report are logically structured and the proposals are based on a clear analysis of the issues that face the company and that the company wishes to consider, resulting in a briefing report that is presented in an appropriate business format for the client.
(M3)
Distinction    A critical view of the marketing problem being investigated has been carried out and justified conclusions have been drawn as a result of applying marketing principles, concepts and techniques to the analysis of the client’s problem.
(D1)
The work in producing the briefing report has been self managed and conducted autonomously in ways that ensure its completion within the agreed timeframe.                            (D2)
The briefing report has involved considering a novel problem and thinking about how it can best be analysed through the application of innovative marketing ideas.
(D3)

Scenario
You have been given the job of client manager for Planet Preserve and are to meet Leslie again to discuss some other marketing issues about which she is interested.
Task 2
Prepare a brief presentation to take to the meeting with Leslie in which you:
(a) Outline the type of marketing mix of strategies that Leslie’s business will need if it is to expand the business to break into the lucrative department store market, and explain how these strategies will differ from those used in attracting their normal customers, individual consumers and small retailers.
(500 words)                                     (4.1, 4.2)

(b) Demonstrate how buyer behaviour differs in the consumer markets and the caterer/hotelier market and how it might affect Planet Preserve’s marketing activities, particularly the way it positions itself in the new corporate market.
(500 words)                                                                       (2.4, 2.5)

©Explain how to use new and existing promotional activity to achieve an integrated approach to these new and developing marketing objectives.
(300 words)                                         (3.4)
(d) Explain why international marketing differs from Planet Preserve’s experience of domestic marketing.
(300 words)                                     (4.3)

Total word count for task 2;   (1600 words) +/- 10%
The tasks will generate evidence for M1, M2, M3, D1, D2 and D3.

Grading
Pass    Work has met the requirements of all the assessment criteria identified in the assignment.
Merit    The interlocking marketing issues are applied to a business operating in a competitive environment and the report concludes by making effective judgements about how the client can develop her business through marketing activities.
(M1)
The presentation demonstrates the use and application of relevant marketing concepts and ideas to the issues faced by a business when considering international marketing.
(M2)
All components of the presentation are logically structured and the proposals are based on a clear analysis of the issues involved.
(M3)
Distinction    A critical review of the marketing mix strategies involved has been presented and justified conclusions have been drawn as a result of applying marketing principles, concepts and techniques to the analysis of the optimum solution to the client’s problem.
(D1)
The work in producing the presentation has been self managed and conducted autonomously in ways that ensure its completion within the agreed timeframe.
(D2)
The presentation has involved considering a novel situation and thinking about how it can best be resolved through the application of innovative marketing ideas.
(D3)

Centre guidance notes for this assignment
(g)    Use recognised business formats for presenting the work.
(h)    Use appropriate software in producing the work.
(i)    Use 12 point Arial or Times New Roman.
(j)    Complete the title page and sign the statement of authenticity.
(k)    Detach the title page and fix it to the front of your assignment before submitting your work.
(l)    Use a butterfly or treasury tag to keep the pages of your work together.
(m)    Work must be checked by a plagiarism checker and the institution’s plagiarism policy will apply to all student assignment work. A copy of the plagiarism checker report must be attached to the assignment that is handed in, otherwise it will be rejected for marking.
(n)    Submit the work to {insert name} in the faculty office by {insert date and time}. Late work and non-submission of work will be dealt with in line with the institution’s assessment policy.

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