Critical Thinking
Weightage: 5 Marks 
Learning Outcomes:
Ø Demonstrate a solid understanding of overall marketing concepts, goals and strategies within the context of organizations goals and strategies.(Lo 1.1)
Ø Ability to carry out objective and scientific analysis of consumers’ needs and wants (Lo 2.3 & 2.6).
Ø Explain issues pertaining to marketing environment both internally and externally (Lo 1.2)
Ø Build a strong understanding of the social, economic, ethical and technological challenges facing marketers (Lo 3.1)
Assignment Questions: 
1. There are four macro strategies to create and deliver value to customers and that can help a firm to develop a sustainable competitive advantage. Think of companies from the local market who you are very loyal to in many categories like (food, electronics, personal care etc.). Is it the product, location, operational, or customer excellence that you are loyal to that firm? Critically examine. (2.5 Marks)
2. You have read about the 4E Framework for Digital Marketing. You are required to choose a product category from your local market and critically examine how it uses the 4E framework for that product with the help of best social media elements. (2.5 Marks) 
Answer: 
1. 
2.College of Administrative and Financial Sciences

Assignment 1

Deadline: 17/10/2020@ 23:59

Course Name: Marketing Management

Student’s Name:

Course Code: MGT201

Student’s ID Number:

Semester: I

CRN:

Academic Year: 1441/1442 H

For Instructor’s Use only

Instructor’s Name:

Students’ Grade: Marks Obtained/Out of

Level of Marks: High/Middle/Low

Instructions – PLEASE READ THEM CAREFULLY

· The Assignment must be submitted on Blackboard (WORD format only) via allocated folder.
· Assignments submitted through email will not be accepted.
· Students are advised to make their work clear and well presented, marks may be reduced for poor presentation. This includes filling your information on the cover page.
· Students must mention question number clearly in their answer.
· Late submission will NOT be accepted.
· Avoid plagiarism, the work should be in your own words, copying from students or other resources without proper referencing will result in ZERO marks. No exceptions.
· All answered must be typed using Times New Roman (size 12, double-spaced) font. No pictures containing text will be accepted and will be considered plagiarism).
· Submissions without this cover page will NOT be accepted.

ASSIGNMENT-1

Critical Thinking

Weightage: 5 Marks

Learning Outcomes:

· Demonstrate a solid understanding of overall marketing concepts, goals and strategies within the context of organizations goals and strategies.(Lo 1.1)
· Ability to carry out objective and scientific analysis of consumers’ needs and wants (Lo 2.3 & 2.6).
· Explain issues pertaining to marketing environment both internally and externally (Lo 1.2)
· Build a strong understanding of the social, economic, ethical and technological challenges facing marketers (Lo 3.1)

Assignment Questions:

1. There are four macro strategies to create and deliver value to customers and that can help a firm to develop a sustainable competitive advantage. Think of companies from the local market who you are very loyal to in many categories like (food, electronics, personal care etc.). Is it the product, location, operational, or customer excellence that you are loyal to that firm? Critically examine. (2.5 Marks)

2. You have read about the 4E Framework for Digital Marketing. You are required to choose a product category from your local market and critically examine how it uses the 4E framework for that product with the help of best social media elements. (2.5 Marks)

Answer:

1.

2.Chapter 1
Overview of Marketing

©McGraw-Hill Education. All rights reserved. Authorized only for instructor use in the classroom. No reproduction or further distribution permitted without the prior written consent of McGraw-Hill Education.

2
© McGraw-Hill Education

Learning Objectives

Learning Objective 1.1 Define the role of

marketing.

Learning Objective 1.2 Describe the evolution of

marketing over time.

Learning Objective 1.3 Describe how marketers

create value for a product or service.

3
© McGraw-Hill Education

Phyter Bars

© Getty Images

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© McGraw-Hill Education

What Is Marketing?

Marketing is the activity, set of institutions, and

processes for creating, capturing, communicating,

delivering, and exchanging offerings that have

value for customers, clients, partners, and society

at large.

5
© McGraw-Hill Education

Exhibit 1.1 Core Aspects of Marketing

Jump to Appendix 1 long

image description

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© McGraw-Hill Education

Marketing Is about Satisfying Customer

Needs and Wants

How does Hershey’s offer value?

©Education Images/UIG via Getty Images

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© McGraw-Hill Education

Exhibit 1.2: Exchange the Underpinning of

Seller-Buyer Relationships

Jump to Appendix 2 long

image description

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© McGraw-Hill Education

Exhibit 1.3: The Marketing Mix

Jump to Appendix 3 long

image description

9
© McGraw-Hill Education

Marketing Creates Value through Product,

Price, Place, and Promotion Decisions

The Marketing Mix:

The controllable set of

decisions or activities that

the firm uses to respond

to the wants of its target

markets.

Product

Price

Promotion

Place

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© McGraw-Hill Education

Product: Creating Value

The fundamental purpose

of marketing is to create

value by developing a

variety of offerings,

including goods, services,

and ideas, to satisfy

customer needs.

Goods

Services

Ideas

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© McGraw-Hill Education

Price: Capturing Value

Price is everything a

buyer gives up (money,

time, energy) in

exchange for the

product or service.

©Rich Polk/Clear Channel/Getty Images

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© McGraw-Hill Education

Place: Delivering the Value Proposition

Place represents all the marketing processes

necessary to get the product to the right customer

when that customer wants it.

Place more commonly deals specifically with

retailing and marketing channel management, also

known as supply chain management.

13
© McGraw-Hill Education

Promotion: Communicating the Value

Proposition

Promotion is communication by a marketer that

informs, persuades, and reminds potential buyers

about a product or service to influence their buying

decisions and elicit a response.

14
© McGraw-Hill Education

Exhibit 1.4: Marketing Can Be Performed by

Individuals and Organizations

Jump to Appendix 4 long

image description

Etsy

Website

http://www.etsy.com/

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© McGraw-Hill Education

Marketing Impacts Various Stakeholders

• Customers

• Suppl




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