N1067 Introduction to Marketing

COMPLETE TWO QUESTIONS FROM THE FOLLOWING SIX CHOICES:

Question 1:

You are about to launch a new range of ‘smart’ glasses to consumers. (Smart glasses provide the functionality of a modern laptop from a pair of spectacles). Assess which of the four basic pricing strategies would be most suitable for your new product and briefly outline the implications of your chosen pricing strategy on the other elements of the marketing mix.

Question 2:

Your company provides holidays for UK residents. You are launching a new holiday. Please briefly describe the holiday you will provide, outline the way(s) that you will segment your market, the segment(s) you will target and the way that you will position your new holiday to make it as attractive as possible to the selected segment(s).

Question 3:

You work for a communications agency and are pitching for work from Rolex (Rolex.com) in a market of your choice. Please specify the market, explain your proposed communication strategy for Rolex and suggest the promotional tools you believe Rolex should use, giving both your reasons and market-specific examples.

Question 4:

You are responsible for the marketing of Ferrari cars (Ferrari.com). Please assess the usefulness of understanding the anatomy of your products (also known as ‘the product onion’) using the approach outlined by Drs Brassington and Pettitt in the core text.

Question 5:

You are about to be appointed as the new head of marketing for the University of Sussex and can influence the university’s future strategy. Which of Michael Porter’s generic strategies* might you choose and why?

* introduced in: Competitive Advantage: Creating and Sustaining Superior Performance by Michael E. Porter (1985)

Question 6:

You are responsible for marketing a new Xiaomi laptop (https://xiaomi-mi.com/notebooks/) in a market of your choice. Please specify the market then detail the way that you are going to use your marketing tactics (7Ps) giving reasons for the choices you make.