PRINCIPLES OF MARKETING GCB1043 / GDB2043

Group Assignment # 1
Date of submission : 2 July 2019

1. Provide an example (name it) of a recent purchase experience in which you were
dissatisfied because the product marketing mix did not meet your expectations. Indicate
how the purchase fell short of your expectations and also explain whether your
expectations were formed based on product promotion or on something else.

2. Provide an example of any electrical goods brand (name it). Analyse how the electrical
marketers use the elements of the marketing mix to create differential advantage?

3. MEDAN kopitiam Coffee restaurant is planning to open a number of new restaurants to

appeal executives and businessmen in Ipoh. Give some examples that indicate how the
7 P’s might be adjusted to appeal these consumers.

4. You are going to open a computer items and training shop in your own locality next
month. Among five adopter groups of the adoption process, who are your target groups
(name them) and why do you place greater emphasis on them and where can you find
them?

5. Provide 3 examples of reference groups in Malaysia. Within each example, analyse how
might affect their own buying behaviour and as a marketer, name the products and/or
services that are best produced and marketed to each of this group and why.

6. Choose one washing shampoo/soap brand (name it) in consumer market.

a) Discuss how it might be using the market segmentation in marketing strategy.
b) How can market segmentation of the brand influence decisions about the
marketing mix?
c) Write down the positioning statement of the product

7. Outline the information required that might be used in purchasing :-

a) a new laptop computer
b) a second hand house
c) a secondhand motorcycle / handphone
(names the brand of the above as an example)

8. New consumer products continue to fail at a disturbing rate. Recent studies put the
failure rate of new consumer product is at 95 per cent. Give five reasons why do new
products fail? Discuss how do marketers’ role could reduce this failure rates.

9. What is a specialty good and how might its marketing mix and the kind of buying
behaviour associated with it differ from those found with other products?

10. Provide one example of a new purchased item (name it) for a building contractor or
factory, the designations and roles of each person involved in the buying process.