Marketing Pesico

TITLE PAGE

Prepared for:

Ms. Doti Chee (Lecturer)

Marketing Principle

Banking Academy of Vietnam, Hanoi

BTEC HND in Business (Finance)

Prepared by:

NGUYEN HOANG LY

Registration No.: F05 131 (F05B)

Feb, 2013

Table of Contents

EXECUTIVE SUMMARY 5

INTRODUCTION 6

MAIN BODY 7

1.1. Explain the various elements of the marketing process 7

1.1.1. Situation analysis 7

1.1.2. Marketing Strategy 8

1.1.2.1. Poter’s five forces 8

1.1.2.2. Market matrix 9

1.1.3. Marketing mix decision 9

1.1.4. Implementation and control 10

1.2. Evaluate the benefits and costs of a marketing orientation for a selected organisation 10

1.2.1. Marketing orientation 10

1.2.2. Evaluate the benefits and costs of marketing orientation for Pepsico 11

2.1. Show macro and micro environmental factors which influence marketing decisions 12

2.1.1. The influences of micro-environment factors in marketing decisions 12

2.1.2. The influences of macro-environment factors in marketing decisions 15

2.2.1. What is market segmentation? 16

2.2.2. Consumer market: 16

2.2.3. Industrial market: 17

2.2.4. Benefits of segmentation 18

2.3. Choose a targeting strategy for a selected product/service 18

2.3.1. Definition of marketing targeting 18

2.3.2. Advantages of concentrated marketing 19

2.3.3. Criteria of targeting strategy 19

2.3.4. The targeting strategy on the two markets 20

2.4. Demonstrate how buyer behaviour affects marketing activities in different buying situations 20

2.4.1. Definition of consumer and organizational buying behavior 20

2.4.2. The differences between Consumer and Organizational Buying Behavior 20

2.4.3. The different types of buying situation in the buying process affects marketing activities 21

2.4.3.1. Process of consumer buying behavior 21

2.4.3.2. Process of organizational buying behavior 21

2.4.4. The factors