市场营销第二次业要求.doc

PINGDINGSHAN UNIVERISITY BTEC HND in BUSINESS (Management and Marketing) Assignment Name of Student ? Unit Title Unit 1: Marketing Assignment Title The Extended Marketing Mix of Yanjing Beer Group Assignment No Assignment 2 Name of Tutor Wang Feng Name of Internal Verifier CHAI Qiaoyan Submission Deadline June 18,2010 Outcomes and Assessment Criteria Outcome Assessment Criteria Feedback Tutors decision Internal Verification Identify识别 and analyse分析 the individual 各个elements要素 of extended marketing mix 扩展营销组合 (1.3) describe how products are developed to sustain competitive advantage ?产品如何被开发来支撑竞争优势 a ? ? explain how distribution is arranged to provide customer convenience ?解释为了使顾客便利，分销渠道是如何安排? b ? ? explain how prices are set to reflect an organisations objectives ?解释价格是如何被制定出来，来反映组织目标 c ? ? illustrate how promotional activity is integrated to achieve marketing objectives ?阐述为了实现目标，促销行为活动是如何被整合的? d ? ? analyse the additional elements of the extended marketing mix ?扩展的营销组合要素去解释其他的营销组合要素 e ? ? Apply the extended marketing mix to different marketing segments and contexts (1.4) recommend marketing mixes for two different segments in consumer market ?在不同的营销细分市场和背景去应用扩展的营销组合 在消费市场推荐两个不同的 a ? ? explain the differences in marketing products and services to organisations rather than consumers ?解释面对组织市场，我们应该在产品服务和营销的时候，消费者的区别 b ? ? explain how and why international marketing differs from domestic marketing ?国内市场和国际市场为什么不同，怎么不同？ c ? ? Merit grades awarded M1 ? M2 ? M3 ? ? Distinction grades awarded D1 ? D2 ? D3 ? ? Professors additional feedback and comments ? Internal verification of assignment brief (final agreed version) IV name ? Date ? I conform that this is all my own work Student signature ? Scenario The Extended Marketing Mix of Yanjing Beer Group A Brief Introduction The Yanjing Beer Group was established in 1993, but early in 1980 its brewery was founded. During the course of its development, the Yanjing Beer Group ad