The Chief Marketing Officer (CMO)

The Chief Marketing Officer (CMO) liked your STP presentation and asked you to review their overall marketing mix and current strategies, making recommendations for improvements.

The final assessment (Assessment item 4) is to be done in the same group as Assessment 3. This is for you to evaluate how well the marketing mix of the organisation is performing for your chosen organisation from Assessment 3.

Incorporating theoretical concepts into your discussion from chapters 9-13and with the use of other theoretical sources and secondary research, please discuss the following:

1. Outline and describe the 8 marketing mix concepts theoretically and apply the components to one of your products offerings. It is recommended to narrow your analysis to a product line where multiple products exist. As part of your application be sure to explain and evaluate all of the 8ps’ of marketing (product, prices, promotion, distribution, partnerships, people, processes and physical evidence).

2. Given your evaluation of your overall marketing strategies, the competition and broader contemporary issues facing marketers today, provide recommendations for your organisation. Your recommendations should focus on each of the 8ps and illustrate how contemporary issues may impact on your organisation and its marketing strategy.

For example, for this report, contemporary issues may include, but are not limited to, Corporate Social Responsibility, social media interactions, advances in technology, ethical concerns, environmental concerns and globalisation etc. Higher marks will be rewarded to the student who are able to identify the contemporary issue/s and creatively involve within the discussion.

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