BSBMKG502 Establish and adjust the marketing mix

This document provides information on BSBMKG502 Establish and adjust the marketing mix. It includes assessment task cover sheet, written questions, and instructions. Topics covered include organizational policies and procedures, marketing communication methods, development of new products or services, marketing mix components, consumer behavior principles, product life cycle, pricing strategies, and promotional strategies.

BSBMKG502 Establish and adjust the marketing mix
Assessment Task 1 Cover Sheet
Student Declaration
To be filled out and submitted with assessment responses
 I declare that this task is all my own work and I have not cheated or plagiarised the work or colluded
with any other student(s).
 I understand that if I If I am found to have plagiarised, cheated or colluded, action will be taken against
me according to the process explained to me.
 I have correctly referenced all resources and reference texts throughout these assessment tasks.
Student name
Student ID number
Course name
Student signature
Date
Assessor declaration
I hereby certify that this student has been assessed by me and that the assessment has been carried out
according to the required assessment procedures.
Assessor name
Assessor signature
Date
Assessment outcome S NS DNS Resubmission Y N
Feedback
Student result response
My performance in this assessment task has been discussed and explained to me.
I would like to appeal this assessment decision.
Student signature
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A copy of this page must be supplied to the office and kept in the student’s file with the evidence.
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BSBMKG502 Establish and adjust the marketing mix
Assessment Task 1: Written Questions
Task summary
 This is an open book test, to be completed in the classroom.
 A time limit of 1 hour to answer the questions is provided.
 You need to answer all of the written questions correctly.
 Your answers must be word processed and submit to the assessor.
Required
 Access to textbooks/other learning materials
 Computer and Microsoft Office
 Access to the internet
Timing
Your assessor will advise you of the due date of this assessment.
Submit
 Answers to all questions
Assessment criteria
All questions must be answered correctly in order for you to be assessed as having completed the task
satisfactorily.
Re-submission opportunities
You will be provided feedback on their performance by the Assessor. The feedback will indicate if you have
satisfactorily addressed the requirements of each part of this task.
If any parts of the task are not satisfactorily completed,the assessor will explain why, and provide you written
feedback along with guidance on what you must undertake to demonstrate satisfactory performance. Re-
assessment attempt(s) will be arranged at a later time and date.
You have the right to appeal the outcome of assessment decisions if you feel that you have been dealt with
unfairly or have other appropriate grounds for an appeal.
You are encouraged to consult with the assessor prior to attempting this task if you do not understand any
part of this task or if you have any learning issues or needs that may hinder you when attempting any part of
the assessment.
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BSBMKG502 Establish and adjust the marketing mix
Written answer question guidance
The following written questions use a range of “instructional words” such as “identify” or “explain”, which tell
you how you should answer the question. Use the definitions below to assist you to provide the type of
response expected.
Note that the following guidance is the minimum level of response required.
Analyse – when a question asks you to analyse something, you should do so in in detail, and identify
important points and key features. Generally, you are expected to write a response one or two paragraphs
long.
Compare – when a question asks you to compare something, you will need to show how two or more things
are similar, ensuring that you also indicate the relevance of the consequences. Generally, you are expected
to write a response one or two paragraphs long.
Contrast – when a question asks you to contrast something, you will need to show how two or more things
are different, ensuring you indicate the relevance or the consequences. Generally, you are expected to write
a response one or two paragraphs long.
Discuss – when a question asks you to discuss something, you are required to point out important issues or
features and express some form of critical judgement. Generally, you are expected to write a response one
or two paragraphs long.
Describe – when a question asks you to describe something, you should state the most noticeable qualities
or features. Generally, you are expected to write a response two or three sentences long.
Evaluate – when a question asks you to evaluate something, you should do so putting forward arguments
for and against something. Generally, you are expected to write a response one or two paragraphs long.
Examine – when a question asks you to examine something, this is similar to “analyse”, where you should
provide a detailed response with key points and features and provide critical analysis. Generally, you are
expected to write a response one or two paragraphs long.
Explain – when a question asks you to explain something, you should make clear how or why something
happened or the way it is. Generally, you are expected to write a response two or three sentences long.
Identify – when a question asks you to identify something, this means that you are asked to briefly describe
the required information. Generally, you are expected to write a response two or three sentences long.
List – when a question asks you to list something, this means that you are asked to briefly state information
in a list format.
Outline – when a question asks you to outline something, this means giving only the main points, Generally,
you are expected to write a response a few sentences long.
Summarise – when a question asks you to summarise something, this means (like “outline”) only giving the
main points. Generally, you are expected to write a response a few sentences long.
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BSBMKG502 Establish and adjust the marketing mix
Assessment Task 1 Instructions
Provide answers to all of the questions below:
1. Outline two organisational policies and procedures that are relevant to marketing.
The organisational policies relevant to marketing are:
 Ethical, accurate and consistent approach must be maintained in the marketing,
which will not harm the ideology or the favour of the company.
 The materials must be relevant to the legislation of the compliance requirements,
including minimum performance standards set by the funding bodies in service of
the daily contract (Perreault, 2018).
The organisational procedures to marketing are:
 Authorisation: The authorisation is important as all the marketing and the
marketing materials must be approved by the Chief Executive Officer at first as it is.
 The courses along with the content and the also the outcome of the advertisement
of the company must be informed and analysed before launching the advertisement
and taking it into account.
2. Analyse the following information on products and services and, based on your analysis,
recommend an appropriate marketing communication method. Provide a rationale for your
recommendation.
Product
NatureCare Products is an Australian owned producer of natural skin care products. Its main
target groups are professional women aged 25 – 55. The company wishes to promote its
products as high quality, eco-friendly products. Currently products are sold online and through
health care shops. However, the company wishes to find other media options that fit its branding
image. Being a profitable company, it can afford to spend at least $50,000 on marketing.
Service
Grow Management Consultants provide leadership development services to businesses. The
company has been established for six months only and has 5 clients. The company would like to
expend its client based but due to limited funds is seeking advice on low cost and effective
media options.
Rationale:
The Company NatureCare has been looking forward to establish itself as a popular
sustainable company for the products of women, related to the natural skin care products. Thus
the amount of the product sale is dependent on the availability of the products and its demand
on the market. Thus the demand of the product is dependent on the amount of the client
currently the company has, which is 5. Therefore the company is open to recommendations for
the development increasing its strength of clients, and that too within limited because the
company is only 6 months old.
Recommendation:
The company must be encouraged for branding of their company as more as possible, that
will n make the company known to others which will infuse the interest of the clients. Hence the
company is suggested to develop a marketing team with a strong PR (Public Relations) team
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BSBMKG502 Establish and adjust the marketing mix
that will help the company gather clients by increasing the reach of the company. And if there is
problem in facing and setting up of the marketing team, due to lack of funds, then offline
marketing must be encouraged, providing door to door marketing that will also make the
company quite popular and known to the people who will be interested in the products of the
company. Hence the product sale will increase as well. This will also grant the company with
employment availability and many people may find it interesting to work on.
3. Outline how the development of new products or services can provide marketing opportunity
options for a business, both in existing and new markets.
The development of new products or services can provide marketing opportunity options for
a business. There are a lot of companies that focus on the development of outsourcing of
the products and also the profit and loss faced by the company. In an existing company the
number of the increase in the number of the new products is not that important compared to
the services and the quality of the products the company is already established in the
market and the availability of the products in the market is already there, but in case of a
new company the quality and the amount of the products is also important. The availability
of the variety of products, must be there as it will help in the marketing of the Company and
people may be interested in trying out the products as well. Therefore both ye quality and
the quantity of the products must be there for a newly set company.
4. Describe the purpose of the marketing mix and each of its components.
The Marketing Mix is important as it will provide the terms of the marketing of the company.
Some important factors can be analysed like:
 To develop the strength and to notice, analyse and evaluate the weakness of the
company.
 To become more adaptive and give tough competition to the similar companies in the
market.
 To improve the profitable collaborations and the partnerships, between several
business organisations or partners (Stead, and Hastings, 2018).
5. Describe three key principles of consumer behaviour and their influences on consumer buying
behaviour
Three Key Principles and influences of Consumer behaviour:
 Rejection: the consumer has the full right to reject a product in terms of the
tampering of the product before delivery and if the delivery of the product is late. It
influences the customer to be well aware of the quality and review the quality and
the delivery of the product respectively.
 Revocation of Acceptance: The customers has full right to revoke acceptance if
the person finds the product to me damaged or improper. It influences the
exercising of the fundamental right of equality and therefore instills a kind of
fairness from the company’s end, and since the customer is paying for the product
he deserves the product to be fully functioning and have good quality.
 Recovery of Damages: The customer have full right to claim the recovery of the
damaged product or for replacement of unsatisfactory delivery of the product. It
influences the customer to not be deprived and be taken advantage of, by the
company by providing wrong or tampered product, therefore the customer develops
the right to claim quality product or provide alternative option for the paid money of
the product.
6. Describe how consumer behaviour impacts on determining the marketing mix.
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BSBMKG502 Establish and adjust the marketing mix
The consumer develops the idea of filling in the gaps of the formed due to the needs of the
customer and making decisions regarding the purchase, processing information, planning
and implementation of the plans (Festa, Cuomo, Metallo and Festa, 2016).
7. Describe the product life cycle and its impact on the marketing mix.
The life cycle of the product is the based on the four stages of the time on the market,
introduction, growth, maturity and the decline. The life cycle of the product depends from
product to product. The marketing mix helps the product to be surpassed by several
marketing techniques and deals in the maturity of the product over time. Due to marketing
mix the products tends to develop, introduced, grow, mature and finally decline.(Stead and
Hastings, 2018).
8. Describe three types pricing strategy that a business could adopt
The three types of the pricing strategy are:
 Penetrate: Setting low price, so that it can be availed by most of the customers.
 Skim: Setting of a relatively high price to reinforce its value of the product of the
company.
 Follow: To set the price keeping a follow up of the largest competitor of the
company in the market.
9. Describe three types of promotional strategy that a business could use.
Three typed of promotional strategy that a business could are:
 Traditional and online Advertising: Due to advertising the reach of the company
may grow and it will help in maintaining of the market value of the company and
also increase its value and status.
 Cultivation of the Relationship with Personal Selling: personal selling is the
most effective forms of promotion and also is expensive. But positive approach
about this type of promotion is that it helps in building f relationships with the
customers thereby selling the product or promoting a product becomes easy and a
lot influential.
 Direct Marketing: Targeting of the direct audience with tailored and direct
messages may help in persuading the person to avail the product or make them
feel interested in the plan or the scheme that is company is providing. It can provide
access to large number of people and the reach may certainly increase as well.
10. Describe the three types of distribution strategy,
 Indirect Distribution: This type of distribution happens when the product reaches
the final customer or client going through various distribution channels in the
between.
 Direct Distribution: This type of distribution includes the direct access of the
customers with the company. The customers are provided with the product directly
from the company and hence the process includes less channel in between.
 Selective Distribution: Premium companies have selective areas or distributing
facilities that relate to the distribution of products of the company, they have limited
outlets and the product is only available there.
11. Outline two statistical techniques that can be used to gather and analyse marketing information.
Two important technique are:
 Surveys: By doing surveys with concise and straight forward questionnaires the
marketing information of the company can be gathered and analysed easily.
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BSBMKG502 Establish and adjust the marketing mix
 Field Trials: By placing a new product in the market the company us the response
and the feedback of the customers to analyse and gather information regarding
their company and also regarding the response of the customers to the company
and the products (Haider, et al. 2019).
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BSBMKG502 Establish and adjust the marketing mix
References:
Perreault, W.D., 2018. Essentials of marketing. New York: Mc Graw Hill.
Stead, M. and Hastings, G., 2018. Advertising in the social marketing mix: getting the balance right. In
Social Marketing (pp. 29-43). Psychology Press.
Haider, A.A., Zafar, A., Khalid, A., Majid, A., Abdullah, M.A. and Sarwar, M.B., 2019. Marketing
Management.
Festa, G., Cuomo, M.T., Metallo, G. and Festa, A., 2016. The (r) evolution of wine marketing mix: From the
4Ps to the 4Es. Journal of Business Research, 69(5), pp.1550-1555.
Stead, M. and Hastings, G., 2018. Advertising in the social marketing mix: getting the balance right. In
Social Marketing (pp. 29-43). Psychology Press.
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BSBMKG502 Establish and adjust the marketing mix
Assessment Task 1 Checklist
Student’s name:
Did the student provide a sufficient and
clear answer that addresses the
suggested answer for the following?
Completed
successfully Comments
Yes No
Question 1
Question 2
Question 3
Question 4
Question 5
Question 6
Question 7
Question 8
Question 9
Question 10
Question 11
Task Outcome: Satisfactory  Not Satisfactory 
Assessor signature
Assessor name
Date
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