The Reflective Project The first part of this course has been about the development of your professional and academic self. This essay – “What Business Are We In?” – asks you to identify why this question is so important. Content and Structure Please discuss “Why what business are we in is so important?” by choosing one of the options below and consider how they might answer if they were properly marketing oriented. For example, a fast food retailer might be in the business of satisfying hunger quickly, cheaply and conveniently. a) A fast food retailer b) A national airline c) A car manufacturer d) A hairdresser Your essay should focus on the organisation’s attention on the customer’s problem that it is trying to solve rather than on the product as such. This is more likely to lead to a creative and flexible approach to designing a marketing mix and a marketing offering that the customer appreciates and is less likely to lead to a situation where the organisation is left behind by more innovative competitors. This essay should give you experience applying some of the concepts you have learned in this module such as the concepts of Products and services in the market place, Needs, Wants and Demands, Marketing Management Philosophies and the Marketing Mix . You need to consider what to include in the body of your project and what to include in the appendices as it must be as creative as possible. Essential information must be included in the body of the project and will be counted in the word count. Extra illustrative information may be included in the appendices.

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Related questions

Question

The Reflective Project

The first part of this course has been about the development of your professional and academic self. This essay – “What Business Are We In?” – asks you to identify why this question is so important.

Content and Structure

Please discuss “Why what business are we in is so important?” by choosing one of the options below and consider how they might answer if they were properly marketing oriented. For example, a fast food retailer might be in the business of satisfying hunger quickly, cheaply and conveniently.

a) A fast food retailer
b) A national airline
c) A car manufacturer
d) A hairdresser

Your essay should focus on the organisation’s attention on the customer’s problem that it is trying to solve rather than on the product as such. This is more likely to lead to a creative and flexible approach to designing a marketing mix and a marketing offering that the customer appreciates and is less likely to lead to a situation where the organisation is left behind by more innovative competitors.

This essay should give you experience applying some of the concepts you have learned in this module such as the concepts of Products and services in the market place, Needs, Wants and Demands, Marketing Management Philosophies and the Marketing Mix .

You need to consider what to include in the body of your project and what to include in the appendices as it must be as creative as possible. Essential information must be included in the body of the project and will be counted in the word count. Extra illustrative information may be included in the appendices.