consider as customer value driven product;the product mix decisions (i.e. width, length, depth, consistency)    

Learning Outcomes tested
 
Assessment Criteria  :
Students must demonstrate the ability to:
§  LO1: Understand marketing, customer driven marketing and the changing marketing landscape.
§  LO2: Analyze and solve the challenges facing marketers in the international marketplace concerning social responsibility and ethical issues.
§  LO3: Apply and demonstrate knowledge of the elements of a customer value-driven marketing strategy and mix and the forces that influence it.
§  LO4: Appraise the market place competitiveness and the position of an organization and device marketing strategies considering consumer and buyer behavior.
 
§  Better understanding of the consumers and the changing trends in the environment and how organizations should change with moving times.
§  Demonstrate good understanding of social responsibility and ethical issues.
§  Demonstrate and apply knowledge of the product and service mix.
§  Understand the market place, competitors and other players in the market.

1
Question1:

Assuming the role of the marketing manager for Proctor & Gamble (M) Sdn Bhd prepare a brief introduction of the company, and using laundry detergent as the one main product in focus, prepare a report based on the following:-

  1. the product classification it belongs to (i.e convenience, shopping, specialty or unsought) and explain the justification(s);                           (500 words)
  2. which aspects of the detergent brand you consider as customer value driven product;                                                              (500 words)
  3. the product mix decisions (i.e. width, length, depth, consistency) with explanation, and                                                   (500 words)
  4. Proctor & Gamble’s promotional tools that has the biggest influence on your purchasing decision.                                                              (500 words)

   (4 questions x 25 marks: 100 marks)
 
                                                                                                          (Total: 100 marks)
Note:
Refer Appendix 1 for the remaining marks allocation.
The total marks for this assignment is 100% but it carries 20 % of overall assessment for this module.
 

* The detailed marking criteria’s for the allocation of 100 marks is provided in Appendix 1

LENGTH REQUIRED

2000 words +/- 10%.  Any deviation from this will be penalized.

FORMATTING AND LAYOUT
  • A Microsoft Office Word Document or other relevant applications as permitted by module lecturer/ typed using computer. Usage of typewriter or hand – written is STRICTLY not allowed.
  • 12 font size, Time New Roman font and bold title and sub titles
  • A4 sized paper
  • Fully justified alignment
  • 1½ line spacing
  • Margins of 1” at top and bottom; left and right

 
Appendix 1: Marking Criteria for Individual Coursework (20%)

No.
 
Assessment Criteria Weightage Marks Allotted by Lecturer
Questions
a)
Product classification (500 words) 25%  
 
b) Customer value (500 words)          25%  
c) Width:

Length:

Depth:

Consistency

(500 words)

         25%  
d) Personalized answer from one of the following:-
TV ads, Radio, Magazine, Newspaper, or digital marketing
(500 words)
         25%  
 
Total marks
100%  
 
 
Overall Marks
20%  

2
Case Study- Bristol-Myers Squibb
As the world is currently rushing to develop a Covid-19 vaccine, numerous pharmaceutical companies have been busy preparing to either research, tests or develop an effective vaccine. Bristol-Myers Squibb is one of the largest privately owned pharmaceuticals in the world that manufactures drugs, clinical trials for a variety of medical treatment, but has been associated with fraudulent activities in recent years.
The company had used CSR to get out of the crisis. They following are the advantages of CSR:-

·         CSR attracts the masses;
·         Enjoy a lot of airplay on social media;
·         Support from the masses which translates to greater profits; and
·         It allows for-profit companies to appear as if they care about other things, not just money.

The biggest disadvantage of CSR is that it can be expensive. Drawing from Bristol-Myers, millions of dollars are being used to support the CSR causes that target communities; for example, the health outreaches and free drug trials. All these consume a lot of money that would have been used to develop the business.
For example, Bristol-Myers has invested in a children’s hospital located in New Jersey. The hospital targets children from remote areas who have mental illnesses and conditions that would be expensive to treat in the private clinics. Establishing a children’s hospital denotes that the company cares about the future of the society,  shows that the company is humane and cares for those who cannot afford such delicate care.
Bristol-Myers has also invested in educating vulnerable populations on the prevention, treatment, and cure of some of the health conditions that affect such communities. For example, “Bristol-Myers Squibb restructuring” (2007) cites India as one of the countries that have benefitted from this type of CSR from the pharmaceutical company.
India is not only one of the most populous places on earth, but it is also one of the poorest countries. Health facilities and health care are not very diverse, despite the interesting factor that a significant number people in India are doctors.
The Indians tend to mix modern medicine with traditional medicine, which has led to confusion and poor health practices in the general region.

“Bristol-Myers Squibb restructuring” (2007) also reveals that Bristol-Myers Squibb has invested millions of dollars in clinical trials for advanced medicine such as the Covid-19 vaccine. “Bristol-Myers Squibb restructuring” (2007) explains that Bristol-Myers Squibb has also been big on corporate giving. Corporate giving is donating money to non-governmental organizations.
Many of the non-governmental organizations that the company aids focus on community-based activities like outreaches and door to door visits. The pharmaceutical company is recognized during all these corporate social responsibility activities. It gives the company a marketing advantage by making it a household name and becoming endorsed by the entire community. “Bristol-Myers Squibb restructuring” (2007) argues that the endorsement of a community ensures that the products or services of the company have a monopoly in the society.
It is important to note that most of the CSR activities are done in the international market place, especially at developing countries. Prieto-Carrón, Lund-Thomsen, Chan, Muro, and Bhushan (2006) explain that there are two reasons that explain this trend. First, developing countries are perceived to be in more need than the developed countries. Indeed, there are people who believe that health care facilities and practices in developing countries are deplorable.
Despite this, the idea that a private company is supporting a noble cause in Malawi, which is one of the poorest countries in the world, is compelling even to critics. The second reason CSR targets developing countries is that companies use this opportunity to advertise themselves in the developed countries.
CSR is a type of marketing strategy because it improves public image. Thus, such companies do the CSR elsewhere and use their data and success in the community-based projects to market themselves in the developed countries, where they get more profits.
Source:
Ivy Panda. (2019, October 3). Corporate Social Responsibility at Bristol-Briston-Myers Squibb. Retrieved from https://ivypanda.com/essays/corporate-social-responsibility-at-bristol-briston-myers-squibb/

Questions
 

  1. With reference to the case study above on CSR, identify the relevant marketing management orientation(s) being practiced by Bristol-Myers Squibb. Utilise a flowchart to illustrate the changes of management orientation since 1900 till the present time.                                          (30 marks)

                                                                                                      (500 words)

  1. Relate on how Bristol-Myers Squibb could tie its various international CSR programs back to its core business objectives? (40 marks)

                                                                                                      (500 words)

  1. Relate on Bristol-Myers Squibb’s implementation of digital marketing, or any forms of technology to publicize its CSR program in order to bolster its reputation to its stakeholders and the general public.                (30 marks)

                                                                                                     (500 words)
 
 
        (Total: 100 marks)
Note:
Refer Appendix 1 for the remaining marks allocation.
The total marks for this assignment is 100% but it carries 30 % of overall assessment for this module.

LENGTH REQUIRED

1500 words +/- 10%.  Any deviation from this will be penalized.
 
* The detailed marking criteria’s for the allocation of 100 marks is provided in Appendix 2

FORMATTING AND LAYOUT
  • A Microsoft Office Word Document or other relevant applications as permitted by module lecturer/ typed using computer. Usage of typewriter or hand – written is STRICTLY not allowed.
  • 12 font size, Times New Roman font and bold title and sub titles
  • A4 sized paper
  • Fully justified alignment
  • 1½ line spacing
  • Margins of 1” at top and bottom; left and right

 
 
 
Appendix 2: Marking Criteria for Group Report (30%)
 

No.
 
Assessment Criteria Weightage Marks Allotted by Lecturer
Section
a)
The relevant marketing management orientation(s) 30%  
 
b) CSR programs and Company Objectives 40%  
c) Utilise digital marketing or any forms of technology to publicize its CSR program through: 30%  
 
Total marks
100%  
 
 
Overall marks
30%  

 
 
 
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