Assessment 1 consists of the following choice of essays:
1. Using recent and present examples, describe how a marketer will decide whether a penetration or skimming pricing strategy will be more suitable for a new product or service.
2. Discuss the extent to which an understanding of marketing would be of use to organisations other than businesses.
3. Discuss the ways that changing technology impacts on Integrated Marketing Communications.
4. Using recent and present examples, describe how an understanding of motivation theory could be useful to marketers.
The essay questions are designed to cover:
1 Understand the nature of marketing and its role within business
2 Appreciate how the marketing function operates within business organisations
3 Understand how organisations can use the marketing mix to influence consumers/customers;
4 Communicate as an individual more effectively.