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Unit number and title
BTEC Higher National Diploma in Business (Marketing)
Unit 4 Marketing Principle
HND Assignment Help
Task 1: Be able to understand the concept and process of marketing (Sainsbury)
Explain the various elements of the marketing process
- Define marketing using 3 points from thefollowing
- Definitions: alternative definitions including those of the Chartered Institute of Marketing and the American Marketing Association; satisfying customer needs and wants; value and satisfaction; exchange relationships; the changing emphasis of marketing
- Describe the different marketing concepts: 3 points from the following Marketing concept: evolution of marketing; marketing orientations; societal issues and emergent philosophies; customer and competitor orientation; efficiency and effectiveness; limitations of the marketingconcept
- Review the process of marketing using 3 points from the following:
- Marketing process overview: marketing audit; integrated marketing; environmental analysis; SWOT analysis; marketing objectives; constraints; options; plans to include target markets and marketing mix; scope of marketing
Evaluate the benefits and costs of a marketing orientation for an organisation such as Sainsbury’s
- Define marketingorientation
- what are the costs and benefits of marketing orientation for Sainsbury’s (use 3 points).
- Costs and benefits: links between marketing orientation and building competitive advantage; benefits of building customer satisfaction; desired quality; service and customer care; relationship marketing; customer retention; customer profitability; costs of a too narrow marketing focus
- Then to achieve M2.1, please use a method to evaluate the market orientation of Sainsbury’s.
- For M3, please Use an accurate standard method in defining the sources of the benefits and costsmentioned.
Task 2: Be able to use the concepts of segmentation, targeting and positioning (sainsbury’s)
You will segment the market first, then target a market (or markets) and then position yourself in the market.
Show macro and micro environmental factors which influence marketing decisions in Sainsbury’s
- Define macroenvironment
- Use all from the following to explain how these factors influence marketing decisions inSainsbury’s.
- Macro environment: environmental scanning; political, legal, economic, socio- cultural, ecological and technological factors
- Define microenvironment
- Use 4 of the following to explain how these factors influence marketing decisions inSainsbury’s.
- Micro environment: stakeholders (organisation’s own employees, suppliers, customers, intermediaries, owners, financiers, local residents, pressure groups and competitors); direct and indirect competitors; Porter’s competitive forces
Propose segmentation criteria to be used for products in different Sainsbury’s outlets.
- What are the types of segmentation process? macro and microsegmentation
- What are the bases for segmenting markets: geographic, demographic, psychographic andbehavioural
- What are the benefits ofsegmentation?
- How Sainsbury’ssegments?
- segmenting industrial markets; size; value; standards; industrialclassification
- Propose segmentation criteria to be used for products in different Sainsbury’s outlets.
Measurable, Substantial, Accessible, Differentiable, Actionable.
Choose a targeting strategy for a selected product/service in Sainsbury’s
- M1 When choosing a targeting strategy in 2.3, compare at least two targeting strategies and, D1 Justify the choice that you made.
Demonstrate how buyer behaviour affects marketing activities in different buying situations inSainsbury’s
- Define buyer behaviour dimensions of buyerbehaviour
- Use 4 of the following to explain how buyer behaviour affects marketing activities in different buying situations inSainsbury’s?
environmental influences; personal variables – demographic, sociological, psychological – motivation, perception and learning; social factors; physiological stimuli; attitudes; other lifestyle and life cycle variables; consumer and organisational buying
Propose new positioning for a selected product/service in Sainsbury’s
- Define positioning (add a few sentences on its influence over marketing mix factors)
- Propose new positioning for a selected product/service in Sainsbury’s
- D2 Demonstrate independence in attempting the tasks above Evidence: linked to the task above