ࡱ> %` bjbjٕ A54r\r\r\h\tN]4+^^p^^^```$hU9b`"`bb^^eeeb^^ebee6^^ /[r\jc0+ |d8 `h-aJewa<a```XeX```+bbbb$ $7.DD .D Effective Marketing Activities Assessment Task Cover Sheet Students Name:Business: Please complete and check all sections before mailing to the College. Make sure this cover sheet is securely attached to your Assessment Task. Please (() the type of submission (Full Submission Partial Submission Resubmission Task 3 Effective Marketing Activities completion BSBCMN409A  Participant Declaration: I declare that the material contained in this Assessment Task is my own work. XStudents Signature: / / College Use: Code: Comments Assessment Result: % Competent % Competence not yet demonstrated  Assessed By: Signature:Assessed By: Name: / / Part A  Marketing Mix and Target Marketing  Q1. What are the 4 Ps of marketing?     Q2. Identify a better marketing mix for the following product line: Product: high quality computer LCD monitor Price: middle price range Place / distribution: variety stores like Kmart; but limited numbers are available Promotion: Kmart catalogue      Q3. What are the 4 rules for target marketing to work effectively? 1. Measurable _____________ 2. ___________________ size 3. responsible ie ____________________________ 4. ___________________ by promotional activities Q4. Olives Super sandwiches is looking at the opportunity to move into the health conscious market and target market this group. She wants you to give her an idea of how to put together her marketing mix to be able to effectively target market to this health conscious segment. What are your suggestions for each of the 4 Ps? Product (give an example of one of the product lines she would offer to this group):   Price: what would be her pricing strategy (high low or medium) and why ?    Place: how would you distribute this product and why would this be suitable?    Promotion: how would you promote this product? Describe this in detail      Q5. What is the main benefit that Olives is offering this target group?     Part B Promotional Activities and Sales Messages  Q6. What are the 6 rules for running effective promotions? 1._____________________________________ 2. Clear ___________________________________ 3. ________________________ Results 4. Benefits exceed ___________________ 5. It is ______________________ 6. _______________ plans based on outcomes Q7. What would be one potentially effective promotional method for her target market of health conscious people?    Q8. Explain why this would be effective ie why would that method work for that group?      Q9. What would be the benefits to the listed target groups for a healthy food option? GroupBenefitOverweight people looking at a diet Fit sporting people Parents buying lunch for their children  Q10. Identify 2 sales messages that would work in conjunction with the target market for one of Olives Opportunities of either top quality gourmet food or healthy Opportunity:  2 potential Sales messages:       Why would they work?       Part C Cost Benefits and Implementation  Q11. For one of the measurable results we might be seeking in our promotion, identify a suitable promotional technique that would allow you to achieve this. Result to be achieved:  Promotional technique:   What is it suitable?     Q12. List some of the costs that need to be considered when doing a cost / benefit analysis for the planned promotion for case study 2 The Presentation.     Q13. Explain if the benefits expected from the planned promotion in case study 2 exceed the costs or not. Summarise your calculations.        Q14. List in time order the steps needed to be taken for the implementation of the planned Promotional Presentation in the case study. DateTaskWho            Q15. Evaluate the provided audience feedback from the Presentation and summarise what it is telling Super Scented Flowers?     Q16. What additional audience feedback could have been sought to assist in evaluating the Presentations effectiveness?        Review case study 3 below, and answer questions 17 & 18 ABC Book Store had noticed that sales were down in fact they only now noticed that sales have been declining for the past 6 months. So they have decided to run some adverts in the local paper. They were only planning on doing 2 ads but they didnt notice any response to the first 2 so they decided to re-run them. The Advertising rep at the paper convinced them to run the ads on multiple days each week as ads on Wednesdays are cheaper than Saturdays. The initial 2 adverts cost them $4000; then they agreed to another $7000 in advertising. They also decided to offer a 50% off sales promotion. They didnt have time to look at what items they should discount so they did it across the board for the 2 weeks that it ran for. And the last part of their marketing plan was to give out give away bags that included a free hat and pen. Each bag cost them $12 and they gave away all 2000 of them. And the campaign was a huge success. Their sales for the 2 weeks went up to normal levels. At the beginning their were a few teething problems too many people in the store to get the discounted Harry Potter latest release and they didnt plan for enough staff. But they rostered extra staff on after that. Q17. Explain what you would have done differently and why ?        Q18. What steps should have been taken at the planning stage to make this promotional activity more effective?          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