Scenario

You are a member of a team of researchers employed by the independent Supermarket Research (ISR) organisation. ISR carries out surveys and compiles statistics on a wide range of business issues at the request of local supermarket businesses.

You have been asked to write an informal report outlining the recent changes in the marketing environment. Use examples from recent supermarket news. Your report should include the following:

1. Explain the importance of marketing to an organisation. [LO1]

2. Using examples describe various techniques of market research which can be used in order to understand the market the business will be involved in. [LO2]

3. Explain alternative uses of place. [LO3]

4. Explain and illustrate the application of marketing segmentation, targeting and positioning. [LO4]

5. Explain the use of varying pricing strategies in different markets. [LO5]

6. Explain and evaluate the effectiveness of different methods of promotion. [LO6]

7. Distinguish between the different stages of the product life cycle and how it varies in different markets. [LO7]