Parcel Force Essay

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Learning outcomes On successful completion of this unit a learner will: LO1 Understand the concept and process of marketing LO2 Be able to use the concepts of segmentation, targeting and positioning LO3 Understand the individual elements of the extended marketing mix LO4 Be able to use the marketing mix in different contexts. Context The purpose of this assignment is to apply your knowledge of marketing to Dell (well known computer supplier) through an informal report. Your report should answer each of the following questions in turn: Task 1 - Understand the concept and process of marketing (LO1) 1a) Identify the main characteristics of a marketing oriented organisation and explain if you think Dell exhibit these characteristics. (1.1) You are required to consider the following in formulating your answer: Definitions: alternative definitions including those of the Chartered Institute of Marketing and the American Marketing Association, satisfying customers’ needs and wants, value and satisfaction, exchange relationships, the changing emphasis of marketing Marketing concept: evolution of marketing, business orientations, societal issues and emergent philosophies, customer and competitor orientation, efficiency and effectiveness, limitations of the marketing concept 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 1b) Discuss the benefits and costs to Dell of adopting a marketing orientated approach. (1.2) You are required to consider the following in formulating your answer: Costs and benefits: benefits of building customer satisfaction, desired quality, service and customer care, relationship marketing, customer retention, customer profitability, costs of too narrow a

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