Assignment 1

Summary

Task 1

1. Compare Alternative Definitions of Marketing

1.1 Comparison of three marketing definitions with an explanation of their different emphasis.

1.2 Application of the most appropriate definition to The Gauchwin Group, Chartered Surveyors explaining why, or an application of elements from various definitions explained in relation to The Gauchwin Group.

Task 2

2. Explain the Various Elements of the Marketing Concept

2.1 An explanation of customer orientation versus product and sales orientation with examples where appropriate from your company.

2.2 An analysis of competitor activity and how your company responds.

2.3 An explanation of the increasing influence of societal issues and how they relate to your company.

Task 3

3. Macro & Micro Environmental Factors

3.1 Identify and explain macro (P.E.S.T.L.E.) and micro (stakeholders, suppliers etc) factors which influence marketing decisions.

3.2 Provide examples from ...