Marketing

MBA – Marketing Management

Assignment 1

1. “The difference between marketing and selling is more than semantic. Selling focuses on the needs of the seller, marketing on the needs of the buyer”. (Theodore Levitt, 1960). Discuss the development, meaning, importance, and implications of the marketing concept from a marketing perspective. (15 marks)

The discussion should clearly show the following:

* The historical development of the marketing concept.

* What the marketing concept really means.

* The important of the concept to marketers.

* Attitudinal changes required to implement it.

* Programs and activities needed to activate the concept in an organization.

* Difficulties faced by organizations in implementing the concept.

* Benefits that will result from the implementation of the concept.

Examples from your own experience or from business literature should be used to clarify your explanations, descriptions, and conclusions where appropriate. .

2. “A Company cannot be all things to all people – it must focus its efforts.” (Jack Trout, 1997). Examine the concept of positioning its meaning, importance, applications, and implications for marketers. (15 marks)

The answer should specifically include the following:

* What is meant by positioning from a marketing perspective?

* Importance of the concept to marketers.

* Bases that can be used for positioning

* The process used for positioning

* Characteristics of successful positioning.

* Positioning options available for marketers.

Examples from your own experience or from business literature should be used to clarify your explanations and descriptions where appropriate. .

Each of the answers for the two questions above must have a minimum word count of 2000 words and must be word processed (typewritten). You may use any authoritative statements, models, methodologies etc. in your answers. Where ever this is done the accepted referencing system...