Principles of Marketing
Section One ‐ 6 MARKS
1. Consider your brand’s product in terms of the attributes that customer’s value. Select four
attributes of importance to customers and draw two perceptual maps (2 attributes on each
map.) (2 marks)
Do not use Price and / or Quality as attributes. If you do, you will lose all marks for the
perceptual maps.
2. Identifying between 6‐10 indirect and direct competitors and place them on the perceptual
maps illustrating where each is positioned relative to the other based on these attributes.
(2 marks)
NB: You can use your competitor analysis from Tutorial Assignment three for this exercise but
you will need to find additional competitors.
3. Positioning and Differentiation
In 250 words or less, explain the position of your company or brand by showing how it is
differentiated from each of the competitors you have included above. (2 marks)
Positioning and Differentiation:
MARK 101 – Principles of Marketing Tutorial Assignments
3
PERCEPTUAL MAP #1
Key (if needed):
Draw perceptual map:
MARK 101 – Principles of Marketing Tutorial Assignments
4
PERCEPTUAL MAP #2
Key (if needed):
Draw perceptual map:
MARK 101 – Principles of Marketing Tutorial Assignments
5
Section Two ‐ 7 MARKS
1. Using appropriate segmentation bases e.g. demographics, geographic, lifestyle, ethnicity, values, opinions and interests (and any others you may
wish to use) describe the current target market(s) of your company (2 marks)
Describe the (or one major) current target market of your company/brand /product on the bases of these segmentation tools
Company: Brand/ Product:
Demographics Geographic
Lifestyle
Values
Opinions
Interests
Other(s)
(please specify)
References :
MARK 101 – Principles of Marketing Tutorial Assignments
6
2. Using a Market Development approach, i.e. the company wishesto market the same productsto new markets, in 250 words or less, complete a profile
that describes at least one viable new target market segment your company should pursue.
Section Three ‐ 7 MARKS
Using a product development approach, (the company sells a new product or innovated product to
the same target market) or a diversification approach (the company sells a new or innovated product
to a new target market) discuss the following (in 750 words or less)
How should your company change the product to:
a) better appeal to its existing and new customers, and
b) differentiate itself from its competitors more clearly.