Unit Code: HI5004
Unit Name: Marketing Management
Assignment: Tutorial Questions
Due:
Weighting: Total Mark 50 = 50%
Purpose: This assignment is designed to assess your level of knowledge of the key topics covered in this unit
Unit Learning Outcomes Assessed:
Integrate theoretical and practical knowledge of Marketing Management
Research the tools for gathering marketing information, and utilise these tools to assess markets
Evaluate consumer behavior and its effect on business performance
Conduct and apply marketing research, including segmentation and targeting and positioning to enhance decision making
Develop creative marketing strategies, including product, price, people and promotion, for new product development
Generate creative strategies for customer acquisition and retention
Description: There are 6 questions in the Tutorial Assignment. The assignment details will be available in Blackboard in Week 10. Once the assignment available, you will have 24 hours to finish and submit it. The Interactive Tutorials are designed to assist students with the process, skills and knowledge to answer the questions contained in the assignment, and include tutorial questions covered over Week 2 to Week 11 inclusive.
It is important when you answer the questions, you do not just copy and paste the answers from other sources, but rather, try to paraphrase it and provide reference (in- text referencing or citation) to all your answers. All references must be listed appropriately at the end of the report using Harvard referencing style.
The questions to be answered are:
Question 1: (11 marks)
You have been hired to develop a marketing plan for QANTAS Airlines. Discuss the 4 segmentation bases that may be used, and then recommend a target market for QANTAS. Students should combine their discussion with theories provided in lecture
Reference: a minimum of 2 academic sources to support your discussion. References provided must follow Reference Requirement detailed on page 4.
The four segmentation bases that are included in every marketing strategy that can be applied in the current scenario are as follows:
1. Demographic: In this case, the target audience group is created by identifying non-character qualities such as age, sex, income, profession, marital status, education level, and so on.
2. Psychographic: This type of segmentation focuses on consumer characters and interests such as passions, life objectives, pastimes, beliefs, temperament, values, opinions, and so on. Personal investigation is essential in this type of segmentation. (Kitunen et al, 2019, p.382)
3. Geographic: This is a simple segmentation in which clients are categorized depending on the physical geography. Nationality, city, zip code, area, and so on are examples of geographic segments.
4. Behavioral: From a marketing standpoint, this is typically the most helpful segmentation since it examines categorization of consumers based on their spending behaviors, customer loyalty, transactions, loyalty status, past responses, browsing behaviors, and so on. (Ford, 2019)
Qantas Airways is a big airline company in Australia and New Zealand. It operates several daily flights to and from the region. The airline may target consumers based on income groups, cities, and customer loyalty. Passengers who are frequent flyers should be targeted based on their recent lifestyles. This will allow Qantas Airways to better focus on regular travelers and routes. A high-income category of passengers that travels more frequently and is loyal to Qantas Airlines would be an appropriate target market to expand operations while new prospective customers would be the target for current expansion.
Question 2: (11 marks)
Explain using the perceptual map provided, the positioning of each of these cities. (300-400 words total)
A perceptual map is a pictorial depiction of a customer’s or prospective consumer’s impressions of certain aspects of a company, branding, item, services, or concept. These maps are intended to evaluate data in two variables.
In the Perceptual map given above, we can find that a company places Consumer Segment 1 in the cities which are closer to beaches. This includes cities of Maui, Nassau and Tampa. However, Maui has higher prices for the item of the company whereas Tampa has lowest prices as well is closer to beach. It also inferences that city which is closer to the beach has lower prices than compared to other cities. However, the focus of company is to offer goods at average prices which is its target audience. Nassau is more suited to the company among the first consumer segment as Tampa offers really low prices whereas Maui has higher prices which is not segment company is interested in.
The Consumer Segment 2 is more focused towards lower prices in cities where customer demand is based on point of interest. The cities of Paris, Rome, Las Vegas and Cancun are expensive when dealing with the consumer segment 2 of the company. Washington DC offers a more affordable price for this targeted consumer market while being closer to consumer preference to point of interests. Thus, we can see how a Perceptual Map helps in determining the target consumer segment for the company and how it can determine its appropriate marketing strategies based on consumer preferences and pricing.
Question 3: (7 marks)
UK gym company Fast Fitness operates in over 100 countries, and Australia is being considered as a potential new market for Fast Fitness.
As the marketing manager for Fast Fitness you have decided to research the Australian market.
You have identified office workers in the two major cities of Sydney and Melbourne as your target market.
Discuss two micro environments that may impact Fast Fitness in this market that you would consider when formulating your marketing strategies (250-300 words)
Fast Fitness (UK Gym) must examine at least the below two microeconomic elements when developing its marketing strategy:
1. Employees and Investors: Fast Fitness is an international entity trying to establish its operations in Melbourne and Sydney cities of Australia. As a marketing strategy, it needs to implement strategies that also proves to be beneficial for its investors and employees. Since, it is a new establishment, the business would require huge investment for the set-up of gym equipment and facility. The investors would expect a decent return on investment. The marketing strategies cannot exhaust the funds of the entity. The marketing plans should be such that there is maximum coverage with minimum expenditure. Moreover, the employee selection should be appropriate. Gym trainers should be highly skilled as they would be the ones to interact directly with clients and able to create customer trust. Thus, motivation of employees and satisfaction of investors needs to be considered in development of marketing strategy.
2. Competitors: Fast Fitness (UK Gym) must examine where it stands in terms of service quality and client base potential in comparison to its opponents, as well as what new approach it intends to follow in order to achieve a sufficient market share. Fast Fitness must assess value-added services that will set it apart from its competition. It must provide clients with perks that other rivals cannot. As a result, rivals are an important issue to consider when developing Fast Fitness marketing tactics. Competitors have a direct influence on company strategy, and Fast Fitness can only achieve a competitive advantage over its rivals with the aid of a competitive analysis.
Question 4: (7 marks)
Discuss each of the five stages in the consumer decision making process when buying a new computer for your sister. You should combine your discussion with theories provided in the lectures (250-300 words).
The five stages of a consumer decision making process can be discussed below:
i) Problem recognition: This step involves recognizing a need or want for a new computer. My sister could require a new computer for her school activities as every educational activity have gone online now. She lags behind in class due to having a slow computer. Here, the majority of decisions begin with a crisis. The customer generates a want or desire that they wish to satisfy. The customer feels that something is absent and has to be addressed in order to experience normally again.
ii) Search Process: The next step I would follow is to search for a suitable computer for my sister which would fit all her requirements. Majority of people aren’t gurus in everything. During the seeking stage, we look for things or solutions that will meet our requirements or desires. I would use search engines to enquire about the new computer models available in the market. Also, recommendations from friends & family are also helpful when searching for our required products. (Stankevich, 2017, p2(6))
iii) Evaluate alternatives: Once I have established what would meet my sister’s demand or requirement. I will start looking for the greatest bargain and the best options available. This might be dependent on pricing, quality, latest features or other essential things and this might vary with every individual.
iv) Selection stage: At this stage, we now determine which computer we would buy out of all options and from where we would buy it having summed up all of the elements which were the basis for the choice. In this step, consumers have already considered risks involved and are certain about what they intend to buy.
v) Evaluation of decision: Is the computer purchase satisfying the want or desire after it has been used? Is it meeting or exceeding our anticipations and is useful to my sister? Every business’s objective is to create a repeated lifelong client rather than a one-time buyer. Here, we evaluate our decision post-purchase and was it useful to us. (Willman, 2017, p5(1))
Reference: a minimum of 2 academic sources to support your discussion. References provided must follow Reference Requirement detailed on page 4.
Question 5: (7 marks)
Culture is the fundamental determinant of a person’s wants and behavior. The growing child acquires a set of values, perceptions, preferences, and behaviors through his or her family and other key institutions. What values are typical South-East Asian children exposed to? (450-500 words)
Culture is the primary important influencer of an individual’s desires and actions. From his or her families or various significant entities, the developing youngster gets a system of principles, beliefs, interests, and behaviour. Typical South-Asian culture especially emphasizes the value of home wellbeing with growing adults obliged to compromise their own needs for the wellbeing of their loved ones such as parents, siblings, relatives, etc. Such youngsters frequently struggle with intercultural adaptation. Many youngsters want to explore alternative professional routes but it leads to a lot family problems when the kid’s behaviour is misinterpreted by the seniors. Most of the South Asian have a vast natural and anthropological variety, which distinguishes the area while often makes it susceptible in social and economic and natural areas. The territory has several problems, including natural disasters, political inequity, and cultural problems such as poverty, gender discrimination, domestic violence among many others.
As previously stated, the South Asian population doesn’t really maintain uniform values. Their ideas, morals, and conduct differ according to religions, geography, speech, and previous anecdotes. Owing of the sort of society they were raised in, the kids are often hesitant to receive counselling services owing to the cultural taboo they believe they own and the inclination of holding kids close. Familial duties, respect, self-sacrifice, and devotion to seniors are key virtues in South-Asian society. These beliefs diverge from the independently focused Western society, which frequently leads to intercultural adaptation issues for immigrated individuals (Patel et al, 2012, p14(5)). Teenagers’ ethnicity and religion development and parental pressure are prevalent concerns in South-Asian households that needs consultation. When such youngsters seek psychotherapy, it is frequently due to parental pressure and teenager ethnicity formation difficulties.
Languages, conduct, mindset, ancient traditions, and other many other cultural factors vary across the different South Asian nations. These neighboring countries are in them themselves culturally diversified. Considering vast differences in regional provenance and dialect, South Asian nations trust in a similar attitude to cultural beliefs or practices that precedes the national boundaries of South Asian states. This common cultural methodology is centuries old.
The children in South Asia also face health issues as a primary cultural difference with other modernized nations. There are millions of children worldwide who are not completely vaccinated against poliovirus with majority of them living in South Asia. It is infact the only location to be infected with the Poliovirus. Disparities persist in vaccination prevalence and availability across nations. Numerous theories determine why development is indeed sluggish, the majority of which are related to the inadequate healthcare infrastructure, regional obstacles, and inadequate social welfare administration. Only 50 per cent of young kinds in South Asia go pre-school, indicating a lack of opportunity to primary school learning. This is concerning, particularly given the importance of pre-school in assuring admission and university completion in future years. Although South Asia’s children’s social and cultural status has improved, there is still work to be accomplished. (Bhatia et al, 2004, p11(3))
Reference: a minimum of 2 academic sources to support your discussion. References provided must follow Reference Requirement detailed on page 4.
Question 6: (7 marks)
Identify, describe and discuss (minimum 3) challenges associated with mobile marketing. Discuss how should advertisers may overcome each of these challenges? Provide examples to illustrate your discussion. (250 -300 words)
Mobile marketing is modern day tool to advertise businesses and their products whereby entities make use of social engines, social websites, digital marketing tools, etc. aimed at mobile or computing devices to reach larger audiences.
Challenges
Recommendation
Example
Availability of a lot of options with each having its own features. Each option has a cost and provides certain benefits. Thus, it becomes difficult for business to focus on one option.
Companies must start mobile marketing with simple techniques like Push messages or Emails to begin with. Once successful, they can then focus on digital marketing, app development, website creating an other means.
For example, a company might be confused with to create a mobile app or a website for marketing. So, it can first create a website which is universal and if it works, it can move to app development.
Lack in building trust and confidence among consumers due to the rising privacy threats because of behaviourally targeted ads.
Promote more universal ads over mobile which makes consumers believe their data usage is not monitored.
For instance, companies can use consumer loyalty cards/programs to retrieve specific consumer data for marketing rather than browsing their private date.
Changing the manner information is presented and viewed on smart phones entails more than simply resizing it to accommodate a tiny display. Marketing constraints such as smartphone display size, device incompatibility, usability complexity, and so on make the majority of advertisements go undetected.
Mobile marketing must be short, simple and scannable. Apps developed must be easy to use, compatible across all platforms.
With the going screen sizes of smartphones and changing software versions, apps have to be constantly reconfigure codes. Therefore, simple software on apps can be helpful to remove this problem.
References:
Bhatia, S. and Ram, A., 2004. Culture, hybridity, and the dialogical self: Cases from the South Asian diaspora. Mind, Culture, and Activity, 11(3), pp.224-240.
https://docs.rwu.edu/cgi/viewcontent.cgi?article=1390&context=fcas_fp
Ford, J.B., 2019. What Do We Know About Segmentation and Targeting?.
http://www.journalofadvertisingresearch.com/content/59/2/131.short
Kitunen, A., Rundle-Thiele, S., Kadir, M., Badejo, A., Zdanowicz, G. and Price, M., 2019. Learning what our target audiences think and do: Extending segmentation to all four bases. BMC public health, 19(1), p.382.
https://link.springer.com/content/pdf/10.1186/s12889-019-6696-2.pdf
Patel, M., Phillips-Caesar, E. and Boutin-Foster, C., 2012. Barriers to lifestyle behavioral change in migrant South Asian populations. Journal of immigrant and minority health, 14(5), pp.774-785.
https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4666510/
Stankevich, A., 2017. Explaining the consumer decision-making process: Critical literature review.Journal of International Business Research and Marketing, 2(6).
https://www.researchgate.net/profile/Bojan-Obrenovic/publication/335491132_Explaining_the_Consumer_Decision-Making_Process_Critical_Literature_Review/links/5d68f0df92851c154cc5c252/Explaining-the-Consumer-Decision-Making-Process-Critical-Literature-Review.pdf
Willman-Iivarinen, H., 2017. The future of consumer decision making. European Journal of Futures Research, 5(1), pp.1-12.
https://link.springer.com/article/10.1007/s40309-017-0125-5
Submission Directions:
The assignment may only be submitted via Blackboard submission in the assessment folder of this unit. Students will be permitted one submission only. Each student needs to ensure that the document submitted is the correct one.
Please read this information and ensure you have followed all instructions before you submit your assignment
Reference requirement
Assessment Design – Adapted Harvard Referencing
Holmes will be implementing as a pilot program a revised Harvard approach to referencing. The following guidelines apply:
Reference sources in assignments are limited to sources which provide full text access to the source’s content for lecturers and markers.
The Reference list should be located on a separate page at the end of the essay and titled: References.
It should include the details of all the in-text citations, arranged alphabetically A-Z by author surname. In addition, it MUST include a hyperlink to the full text of the cited reference source.
For example;
P Hawking, B McCarthy, A Stein (2004), Second Wave ERP Education, Journal of Information Systems Education, Fall, http://jise.org/Volume15/n3/JISEv15n3p327.pdf
All assignments will require additional in-text reference details which will consist of the surname of the author/authors or name of the authoring body, year of publication, page number of content, paragraph where the content can be found.
For example;
“The company decided to implement a enterprise wide data warehouse business intelligence strategies (Hawking et al, 2004, p3(4)).”
Non Adherence to Referencing Guidelines
Where students do not follow the above guidelines:
Students who submit assignments which do not comply with the guidelines will be asked to resubmit their assignments.
Late penalties will apply, as per the Student Handbook each day, after the student/s have been notified of the resubmission requirements.
Students who comply with guidelines and the citations are “fake” will be reported for academic misconduct.
Academic Integrity
Academic honesty is highly valued at Holmes Institute. Students must always submit work that represents their original words or ideas. If any words or ideas used in a class posting or assignment submission do not represent the student’s original words or ideas, the student must cite all relevant sources and make clear the extent to which such sources were used. Written assignments that include material similar to course reading materials or other sources should include a citation including source, author, and page number.
In addition, written assignments that are similar or identical to those of another student in the class is also a violation of the Holmes Institute’s Academic Conduct and Integrity Policy. The consequence for a violation of this policy can incur a range of penalties varying from a 50% penalty through to suspension of enrolment. The penalty would be dependent on the extent of academic misconduct and the student’s history of academic misconduct issues.
All assessments will be automatically submitted to Safe-Assign to assess their originality.
Further Information:
For further information and additional learning resources, students should refer to their Discussion Board for the unit.
