CASE/ SCENARIO You have been hired as the marketing manager of an organisation in Singapore of your choice. Your Chief Executive Officer (CEO) has directed you to conduct a training workshop for your staff to provide them with the knowledge and skills relating to the key concepts and functions of marketi

BM4003: Marketing

Assignment Brief:

CASE/ SCENARIO

You have been hired as the marketing manager of an organisation in Singapore of your choice. Your Chief Executive Officer (CEO) has directed you to conduct a training workshop for your staff to provide them with the knowledge and skills relating to the key concepts and functions of marketing in the related industry.

Prior to the training workshop, your task is to prepare and submit a report to your CEO that covers the following areas.

The report must be 2000 words in length and follow the guidelines stipulated above.

TASKS

1. Discuss the product, production, sales and marketing orientations. Evaluate the pros and cons of adopting a marketing orientation for your organisation.

2. Discuss how the concept of market segmentation, positioning and targeting is implemented in your organisation and analyse how macro and micro environmental factors affect marketing decisions at your organisation.

3. Critically evaluate the components of the marketing mix and the extended marketing mix in the context of your organisation.

4. Identify at least TWO market segments of your organisation and explain how the marketing mix can be adapted for two different customer segments for your organisation.

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