mp week 13 - Marketing Principles This week Putting It All...

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MKTG1001: Semester 1 Marketing Principles This week… O ur Final M arketing C ase Study E xam T opics Podcast Survey Putting It All Together Today we will “put together” all the topics that we covered this semester, by looking at one case study
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MKTG1001: Semester 1 Operating in a dynamic environment: Its position within the industry and the influences of macro change The Firm (Strengths: resources, brands, products, finance, culture) Develop an appropriate strategy (Considering the 3C’s and the environment) U sin g its k n o w le d e f c su m rs ( From consum er behaviour and arket research/inform ation) Select a target market/s and set positioning (And then proceed to implementation 4Ps/7Ps) Product/brand Price Place IMC
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MKTG1001: Semester 1 Our topics (and cases) were. .. Week Topic Case Study 1 Introduction to Marketing New Coke 2 Marketing Strategy Woolworth’s 3 The Environment ABC Learning Centre 4 Consumer Behaviour VB Beer 5 Segments and Positioning Kellogg’s
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MKTG1001: Semester 1 Our topics (and cases) were. .. Week Topic Case Study 7 Products/Brands Milo 8 New Products New Visa Card 9 Pricing Subway/McD’s 10 Place/Market Research Cadbury & St.George Bank 11 IMC Beer (Industry) 12 Digital Mktg Obama
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MKTG1001: Semester 1 You can use: Headings Bullet points Underlining Draw models Construct tables Some General Exam Tips Watch time limit and allocate time carefully A s a broad tip , aro un d o ne p ag e is abo u t rig ht – w o uld su gg est a m axim f tw pag es
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MKTG1001: Semester 1 Sample Exam Question In what cases should a firm use an intensive, selective or exclusive distribution strategy? What would be the best approach for a firm like Cadburys?
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MKTG1001: Semester 1 Some Exam Tips, cont’d. .. Some questions require a for/against response and then give a supported recommendation Answer both/all parts of the question Should the firm use an intensive distribution strategy?
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MKTG1001: Semester 1 Sample Exam Question (Suggested answer) Choosing a Distribution Strategy The choice of the most appropriate distribution strategy for a firm would depend on a number of factors, including: Consumer behaviour Type of product/price Brands/image Existing logistics network Availability of retailers $’s available for promotion
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MKTG1001: Semester 1 Sample Exam Question (Suggested answer) Consumer behaviour (high or low involvement) Type of product/price (convenience or specialty) Brands/image (high or low) Existing logistics network (organised or basic) Availability of retailers (many or few) $’s available for promotion (lots or limited)
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Sample Exam Question (Suggested answer) Strategy Approach Product/ price Brand/ image Etc.
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This note was uploaded on 11/06/2011 for the course MARKETING 1001 taught by Professor Unknown during the Three '09 term at University of Sydney.

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mp week 13 - Marketing Principles This week Putting It All...

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