Objectives

To enable students:

• Determine the external factors influencing the micro and macro marketing environment dynamic marketplace (CLO2 – 10%)

• Recognise the importance of marketing channels, such as, advertising (off- and online) and public relations, and direct and online marketing (CLO 4 – 10%)

Assessment

Students will be assessed based on the criteria outlined in the rubric provided.

Requirement

This is an individual assignment.  You are required to answer the following questions to complete your report.

You are the marketing manager of an automobile company. One of your jobs is to effectively communicate the value of the products and services to the target market. Table 1 shows two types of cars offered by your company.

Table 1: Your Company’s Product List

Your written report should include answer to the following questions:

1. Who are the target markets for Product A and Product B? Provide justification based on demographic, psychographic, and behavioural characteristics.

2. How have you structured the promotion mix strategy to engage consumers, communicate customer value persuasively, and build customer relationships for each product?

3. How do external factors influence your promotion mix choices for Product A and Product B?

4. Do you think it is more beneficial for an automobile company to target segments individually, or should they consider the overall market as a whole? Justify your answer with relevant arguments.