Marketing
ASSESSMENT METHOD: Individual Presentation
Complete the following task:
Deliver a presentation that addresses the following questions.
Assessment Question
1 (a) Define marketing, using two academic sources.
(b) What is marketing mix (mention and explain them with references); and why are they important in business?
2 Choose 2 recent purchases:
– one which involved you and other people in the decision making
– one which was an impulse purchase
For the first purchase
– Explain what role(s) you played in the buying centre. What roles did the other people play and how did they influence your choice?
– What decision–making process did you go through? At each stage (need recognition, information search, etc), try to remember what you were thinking about and what activities took place.
– What choice criteria did you use? Did they change between drawing up a shortlist and making the final choice?
– For each of these steps evaluate them in context of the appropriate theories/concepts.
For the second purchase
– What stimulated you to buy? Have you bought the brand again? Why or why not? Did your thoughts and actions resemble those suggested by the Ehrenberg and Goodhart model?
NOTE: Students are required to produce:
1. A detailed report of the questions submitted via Turnitin.
2. A presentation of not more than 15 minutes (produce key element as presentation, not the entire report) submitted via ‘Assignment Link.’
Guidance:
1. Use evidence wherever possible to support your conclusions. This can be in several forms including published research or statistical data.
2. When writing your presentation use critical analysis to draw conclusions. This means considering how your example(s) relate to the theories in the area. Use a variety of reliable sources and using clear logic and reason to arrive at your conclusions.
3. You must use the relevant theories. This is not an exercise for you to simply
describe an experience.
• Discuss consumer behaviour in both business–to–business (B2B) and business–to–consumer (B2C) contexts.
• Show research and critical analytical skills by evaluating the ethical considerations and social responsibilities organisations need to consider in marketing operations.
• Develop presentation and communication skills by presenting research findings
