Service Characteristics, The Role of Marketing in Strategic Planning, and The Marketing Environment

Assignment #2: Service Characteristics, The Role of Marketing in Strategic Planning, and The Marketing Environment (Chapter 2,3,&4)

  1. Identify your brand.
  2. Briefly introduce your brand.
  3. Identify and demonstrate how your brand can deal with the four service characteristics. Give specific examples for each.
  4. Identify the marketing mix (the 7ps) and illustrate an actual example (at least 1 example) for each category from your brand.
  5. Apply the product-market expansion grid to your brand. List an example for each stage and explain how your brand can develop growth strategies in the table below.
  Existing Products New Products
Existing Markets Market Penetration Product Development      
New Markets Market Development       Diversification  
  • What are some of the unique challenges your brand faces nowadays? List at least 2 examples and explain each.
  • What are the microenvironmental factors for your brand? List at least 3 examples and briefly explain each.
  • What are the macroenvironmental factors for your brand? List at least 3 examples and briefly explain each.
  • Conduct a SWOT analysis for your brand. List at least 3 examples for each component and explain briefly in the table below.
Strengths           Weaknesses
Opportunities           Threats
  1. Reference list.
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