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Question: MARKETING ASSIGNMENT 1
“ACTIF”
“Actif” is a small UK -based independent travel agent (registered with ABTA) which
specialises in alpine sports holidays via direct marketing. They are v ell established and have an excellent reputation. They currently position themselves as providing \'alpine sports holidays for the discerning enthusiast\' and the majority of their clients, they claim are young upmarket and single people.
Holidays from Actif comprise of small high-quality hotels offering luxury
accommodation and excellent cuisine, Actif also arrange an extensive range of sporting services through their extensive network of providers.
However, this market t is now showing trends of generally moving m re upmarket and
even the large travel operators are now offering luxury rooms with good food in their
larger hotels. Consequently the gap in the market which they currently enjoy is
subsequently being eroded and Actif are concerned about the hitherto loyal customers
switching to the larger operators who are offering a comparable experience and saving up to 20% of their holiday cost.
Actif have turned to you, a Marketing Consultant to advise them specifically on their
segmentation, targeting and positioning strategy.
TASKS
As a Marketing Consultant you have been asked to write a report to include the
following:

1. Consider the market of Actif and present to your client their key segment
groups providing a clear rationale for your choice of variables.
2. Outline to your client the benefits of a clear targeting and positioning strategy;
present a positioning map to help clarify your answer.
3. Provide your client with a list of key measures which could be implemented in
order to compete effectively with their competition.

Answer: Marketing Segmentation: Marketing Segmentation is known as a process that divides the total market into several relatively homogeneous groups. This process is used by both profit oriented and non-profit oriented organisations and in order to meet the needs of specific market segments the marketing mix is adjusted to achieve this. In order for market segmentation to be effective it must meet t......(short extract) to download the full answer, please Sign in or Register then make a payment or submit an essay

Question: “DO LOYALTY CARDS MAKE CUSTOMERS MORE LOYAL?”

AN INVESTIGATION INTO THE USE OF LOYALTY CARD SCHEMES AS A STRATEGIC MARKETING TOOL TO MAKE CUSTOMERS MORE LOYAL TOWARDS GROCERY RETAILERS; WITH FOCUS ON THE SUCCESS OF TESCO CLUBCARD.

Answer: 1.0 Introduction 1.1 Rationale In today’s hyper-competitive environment, loyalty is critically important to businesses and is a vital key to increased profitability and long term survival (Reichheld, 1996). The continued increase in the number of companies entering the retail sector has resulted in fierce competition as existing players attempt to sustain competitive advantage by fostering r......(short extract) to download the full answer, please Sign in or Register then make a payment or submit an essay

Question: MARKETING ASSIGNMENT 2
\'SANDRA\'S SANDWICHES\'

Sandra\'s Sandwiches is a small sandwich shop situated among a row of shops on a busy trunk road in London. Open from 7.30 a.m. until 3 p.m., it sells \'traditional freshly-filled
sandwiches and rolls\' using fillings made on the premises by Sandra and her assistant. In the morning hot bacon, sausage and egg sandwiches are also available. Prices start at 95p (egg mayonnaise) and the most expensive sandwich, \'The Big Breakfast\' is £1.95.
The shop is located near a large office block as well as residential houses and the majority of its customers are from the large .office block who buy their sandwiches on the way to work or at lunch time. The remainder of the customers are casual passing trade as, conveniently, there is a nearby parking/stopping place.

Up until now, Sandra\'s Sandwiches has enjoyed being the only provider of sandwiches in the nearby vicinity. However, Roberto, the owner and baker at \'Continental Bakers and
Delicatessen\' and also situated on the row has recently decided to extend his product range to provide freshly filled foccacia and ciabatta breads with continental\' fillings such as tomato and mozarella, pastrami ham, etc. Roberto believes this will appeal to the local market and \'cash in\' on the trend for Mediterranean-type foods. Prices for-Roberto\'s sandwiches\' range from £1.30 (tomato and mozarella in ciabatta) to £2.45 for the \'Mediterranean Medley\'.

Obviously Sandra is extremely concerned of the likely impact on her business and has turned to you, a Marketing Consultant, for advice.

TASKS:
As a Marketing Consultant advising the owners, prepare a 1500 word report to include to
following:
1. Describe the New Product Development (NPD) process to your client and the
importance of NPD for continued business success. Provide some new product ideas
for your client to support your answer.
2. Describe the different pricing methods available. Advise your client of the most
appropriate pricing strategy for her products.
3. In the past, the majority of Sandra\'s trade has been made up of staff from the large
office block (situated nearby) and passing trade. What other methods of distribution
might Sandra consider?

Answer: New Product Development: New Product Development is known as a seven-phase process in which new product ideas are initiated, screened, commercially assessed and progressed further, rejected or set aside for later reworking. It ensures the growth or survival of an organisation. NPD is the development of product development, product alterations, original products and new brands through research and......(short extract) to download the full answer, please Sign in or Register then make a payment or submit an essay

Question: “Difference” in public relations research: A case for introducing Critical Race Theory

Answer: This paper refers to the study of Pompper (2005) entitled “Difference” in Public Relations Research: A Case for Introducing Critical Race Theory. The author has tried to investigate the role of a series of factors in the development of public relations research. In this context, it is assumed by Pompper that race and culture can influence the format of the public relations research perhaps mor......(short extract) to download the full answer, please Sign in or Register then make a payment or submit an essay

Question: Primary and Secondary Data Collection Methods Paper - Business Research Applications.

Answer: The term \"secondary research\" refers to using existing sources such as published reports, articles about industry trends or census data. Secondary research is less expensive and takes less time to collect than primary research, and is used to make a preliminary assessment of your idea\'s viability.......(short extract) to download the full answer, please Sign in or Register then make a payment or submit an essay

Question: Is Mass Marketing Dead?

Answer: Mass marketing provided a number of disadvantages. Costs for advertising slots were exceptionally high, meaning that small companies did not get a look in, and large companies had to put aside excessive amounts of money for their marketing budget. Distribution costs for the marketing were also high as it had to reach such a large market. These large costs would be all well and good if mass marketi......(short extract) to download the full answer, please Sign in or Register then make a payment or submit an essay

Question: The Advertising of the UK car industry and
its effects upon the buyer behaviour of the
consumer.

Answer: The focus of this dissertation is to look at the topic of advertising and consumer behaviour with particular emphasis upon how advertising techniques may affect the consumer’s buyer behaviour. This study looks into advertising techniques and various differing advertising models. It also looks into consumer behaviour and how the consumer’s decisions may be affected by aspects such as motiv......(short extract) to download the full answer, please Sign in or Register then make a payment or submit an essay

Question: Explore the relationship between target marketing and the marketing mix.

Answer: Target marketing and the marketing mix are two extremely important subjects within the world of marketing. Organisations cannot appeal to all buyers in the entire market so marketers use target marketing to identify the parts of the market it can serve best. Target marketing is when the seller identifies market segments, selects one or more of them and develops products and marketing mixes tailore......(short extract) to download the full answer, please Sign in or Register then make a payment or submit an essay

Question: Strategy and the changing role of pricing in European b2b markets.

Answer: Students studying strategy and marketing are taught that price is an important aspect of product positioning. Price is the odd-one-out of the marketing mix because it generates revenue. In contrast, product, promotion and place incur costs. Although there are no universal rules to what constitutes a good pricing policy, students are taught that pricing strategy will be generally determined by a co......(short extract) to download the full answer, please Sign in or Register then make a payment or submit an essay

Question: To what extent does the print-media influence young people into smoking, in relation to the recent restrictions on tobacco advertising?

Answer: Media messages in our modern society are endemic. They are projected through television, film and radio, by way of advertising, via newspapers and magazines, on the internet and through books, brochures and posters. It is near impossible to escape the constant messages fired from the media, and the extent of its influence upon society has been frequently questioned throughout the years. Despit......(short extract) to download the full answer, please Sign in or Register then make a payment or submit an essay

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