Discovering Marketing MKTG1000

Individual Assignment

This assignment is an application based assignment that is designed to test your

understanding of marketing concepts (mainly chapters 4, 6, 8, 10 and 11). You
will need to answer all the questions and provide justification for your answers.
You will be marked on your ability to apply marketing concepts and to discuss
your answers in a coherent and logical manner.

By the end of this assignment you will be able to:

1) Apply market segmentation to a real life brand or product
2) Critic and understand advertisements and marketing communications
3) Develop an appreciation of the rationale underlying marketing strategies
4) Formulate recommendations for real life marketing problems

Note: For Question 1, please choose PROPER ads and not product images as
they are NOT ads. They will need to have a brand and professional execution to
constitute an ad.

Question 1 (Total: 50 marks)

This is an application question. When discussing the answers, please make sure
you are relating your answers to the advertisements (AD) and not your general
perception of the brand. You will need to link to the symbols, the visuals, and
characters (and so on) that you can see in the ad. Please do not make up
imaginary claims which are NOT reflected in the Ads.

Choose TWO print advertisement for one product category of your choice (for
example, ice cream) but from different BRANDS that targets two different groups
of consumers. For each of the ads, you will need to answer the following
questions:

1a) What is the positioning of the products shown in the

advertisement? Describe the positioning base(s) being used in the
advertisement. Why do you think the positioning base was chosen
in relation to the products/brands competitors? Are the product
positioning for products shown in the two advertisements similar
or different? You will need to discuss by applying the relevant
positioning bases. Note: There are usually only TWO positioning
bases used in each advertisement.
**Use at least 2 academic references to support your answer (10
marks)

1b) Using the five bases of segmentation, identify which THREE

bases of segmentations have been utilized. Based on the
segmentation bases you have identified (those relevant and
applicable to your ad), describe and discuss who is the target
market within each advertisement by critically analyzing the
symbols, images, words and content of the print advertisement to
relate and justify the segmentation bases.
** Use at least 4 academic references to support your answer (30
marks)

1c) Compare the two advertisements: Discuss how and why the
advertiser has effectively OR not effectively communicated the
 message to the intended audience. You should center your
discussion around: Which of the two advertisements is MORE
effective? Why do you think that is the case?
** Use at least 2 academic references to support your answer. (10
marks)

IMPORTANT NOTE:

Use academic references for each question. Textbooks are not considered
as an academic reference. Academic journal articles will be the source of
academic reference. Refer to the Curtin Library website for the academic
databases. Examples would be ProQuest, Science Direct, Emerald, etc.
Word Count: 1000 1500 words. (10% over is allowed)
ADS need to be official manufacturer/brand generated advertisements.
(You can refer to: adsoftheworld.com, www.luerzersarchive.net,
www.coloribus.com and such websites to search for RELEVANT ads)
Videos are NOT acceptable. They should strictly be in PRINT form (e.g.
publishable in magazines, newspapers). You will receive 0 for using
videos to answer the question.
If the 2 chosen advertisements are from different product categories, you
will also receive 0 (Please check with your respective tutors if you are
unsure)
Question 2 (Total: 50 marks)
Copying is a common occurrence in the marketplace. From fashion products to
cars, from food to cosmetics, it is well documented and observed that brands
often copy one another.
2a) Answer the following questions in the order prescribed:
(i) Define classical conditioning and stimulus generalization using
academic references (not a direct copy and reference from
your textbook Chapter 4).

**Use at least 2 academic references to support your

answer (4 marks)

(ii) Discuss the applications of stimulus generalization by

providing TWO DIFFERENT examples that is evident in the
marketplace (e.g. no Pavlov dogs).

**Use at least 2 academic references to support your

answer (10 marks)

2b) Answer the following questions in the order prescribed:

(i) Discuss TWO advantages and TWO disadvantages of copying
from the perspective of the original brand.

**Use at least 2 academic references to support your

answers (8 marks)

(ii) Discuss TWO advantages and TWO disadvantages of copying

from the perspective of the copycat brand.

**Use at least 2 academic references to support your

answer (8 marks)

(iii) Discuss from the perspective of a consumer, what would be

the PERCEIVED VALUE derived from buying a counterfeit or
copycat product/brand. Discuss in relation to hedonic value
and utilitarian value.

**Use at least 2 academic references to support your

answer (10 marks)

2c) Answer all of the following questions in relation to

concepts from Chapter 10 (10 marks)
 Product innovation occurs on a daily basis. Companies invest
billions of capital into research and development.

** Use at least 3 academic references to support your answers.

1 academic reference is expected for each answer. Do not cut
and paste your answers from websites and other sources:

(i) Take a photo of ONE convenience product, ONE shopping product and
ONE unsought product. For each of the products, discuss how and
why they are categorized as a convenience, shopping and unsought
product. (3 marks)
(ii) Everyday there are new product modifications which brands
undertake. Provide ONE example for EACH of the following product
modifications. YOU MUST ATTACH AN IMAGE OF THE PRODUCT (1
mark):
a. Quality modification
b. Functional modification
c. Style modification

For EACH of the product modifications, explain the reason why brands
undertake the type of modification. What would be the product
BENEFIT? (3 marks)
(iii) Discuss the target market for EACH of the product modification. (3
marks)

NOTE:
Use academic references for each question. Textbooks are not considered as
an academic reference. Academic journal articles will be the source of
academic reference.
Word Count: 1000-1500 words. (10% over is allowed)
You may use examples and images of brands from your home country.
This is an application question. Please do not make up statements that are
untrue (unjustified). It will have to be realistic and practical.

Mandatory:
1) For Question 1, you will need to attach EACH of the ads in your submission.
Each ad should be on a separate page. If the ads or images are not attached,
the assignment will not be marked.
2) For the hardcopy submission, ads and images used in both questions should
be printed in their original colour.
3) Apply the theories from your MKTG10 textbook and reference your textbook
accordingly.
4) Textbooks are NOT considered academic references even though it is a given
that you will be referring to it. You will need to use databases to search for
academic journals via ProQuest, Emerald Database, Science Direct, and so on
to support and apply the marketing theories.

NOTE: You will be marked on your academic references and how you are able to
integrate marketing concepts into your assignment. You are not allowed to copy
and paste the same definition (and reference) for all your answers. You will be
penalized for the lack of references and incorrect referencing.

Formatting: Font size: 12 pt | Spacing: 1.5 pts | Font: Times New

Roman/Calibri
Submission:
A softcopy MUST be submitted via TURNITIN link.
Please use the assignment template and attach the cover page to your
assignment.

Deadline:
Week 6 (3 April 2017) Monday by 4pm according to the submission guidelines
above.