Social Media Marketing BSBMKG502: Marketing Mix Analysis Assignment

This document is a completed assessment for the BSBMKG502 unit, focusing on establishing and adjusting the marketing mix, as part of a Diploma of Social Media Marketing at Queensford College. The assignment includes an assessor guide, student declaration, and assessment summary. The core of the assessment involves answering knowledge questions about the 4 Ps and 7 Ps of the marketing mix, their interrelationships, and their application in today's business environment. The assignment requires defining product characteristics and applying this understanding to a product, such as Sanitarium's Weetbix. The student's responses demonstrate an understanding of marketing principles, organizational policies, and the ability to report on marketing mix activities. The assessment tasks include knowledge questions and a case study, designed to evaluate the student's comprehension of marketing concepts and their practical application within a business context.

ASSESSMENT COVER PAGE
BSBMKG502 Establish and adjust the marketing
mix
Please fill out the following
Qualification 10118NAT Diploma of Social Media Marketing
Student number
Student name
Student email
Assessor name
Assessment due
date
Submission date
STUDENT DECLARATION
I declare that:
 This assessment is my own work, based on my own study and research and no part of it
has been copied from any other source, except where due acknowledgement/reference
has been made.
 If this assessment was based on teamwork, as authorised by the trainer, I have not
submitted the same final version of any assessment material as another student.
 I have not previously submitted this assessment or any part of this assessment for this or
any other course/unit.
 I have kept a copy of my assessment.
 I give permission for my assessment to be reproduced, communicated, compared and
archived for the purposes of detecting plagiarism or collusion and to fulfil Queensford
College’s requirements as an RTO.
 Any assessment deemed unsatisfactory will require me to undergo reassessment which
may be different to the one originally submitted.
 I am aware that in the event that I disagree with the assessment outcome I have the
right to appeal that result. I will follow the complaints and appeals process.
Student Signature: Date:
FOR ASSESSOR
Result  SATISFACTORY  NOT YET SATISFACTORY
FINAL OVERALL
RESULT (if
applicable)
 COMPETENT  NOT YET COMPETENT  NOT
APPLICABLE
If final overall result not applicable, indicate what is still required.

QUEENSFORD COLLEGE Social Media Marketing
BSBMKG502 Establish and adjust the marketing mix
 Log Book  Workplace Observations
 Other List:
Trainer/Assessor
Signature
Date:

QUEENSFORD COLLEGE Social Media Marketing
BSBMKG502 Establish and adjust the marketing mix
ASSESSMENT SUMMARY SHEET
To be deemed competent students must have a satisfactory result recorded for each
assessment activity. If a result is not satisfactory for any assessment task, the
trainer/assessor will determine the training and assessment tasks to be completed.
TASK 1 - KNOWLEDGE QUESTIONS
 SATISFACTORY  NOT YET SATISFACTORY  NOT APPLICABLE
TASK 2 - KEY TERMS AND DEFINITIONS
 SATISFACTORY  NOT YET SATISFACTORY  NOT APPLICABLE
TASK 3 - CASE STUDY
 SATISFACTORY  NOT YET SATISFACTORY  NOT APPLICABLE
TASK 4 - PROJECT
 SATISFACTORY  NOT YET SATISFACTORY  NOT APPLICABLE
Feedback to Student
The student has been given feedback and informed of the assessment result and the
reasons for the decision.
Trainer/Assessor
Signature
Date
Other
Resubmission Date
Is this assessment
subject to an appeals
process
 Yes  No
Outcome of appeal

Assess
or
Guide
RTO No. 31736 |CRICOS 03010G
Social Media Marketing
Assessment Kit
BSBMKG502 Establish and adjust the marketing mix
Student
Name:
Student
No.
Email: Phone No.
OFFICE USE ONLY
Document name BSBMKG502 Establish and adjust
the marketing mix Assessment Kit
Person
responsible Head of Operations
Issue date Version 2 March
2017 Status Released
Document control management – Uncontrolled when printed

QUEENSFORD COLLEGE Social Media Marketing
BSBMKG502 Establish and adjust the marketing mix
Copyright
Copyright © 2016 Malekhu Investments trading as Queensford College. All rights reserved.
Version control & document history
Version Summary of modifications made
Version 2 March
2017
Version 2 assessment material created & mapped for Dip
Social Media Marketing
Assessment Kit| Version 2 March 2017 Page 5 of 41

QUEENSFORD COLLEGE Social Media Marketing
BSBMKG502 Establish and adjust the marketing mix
ASSESSMENT INFORMATION – STUDENT
General Information
This assessment is suited as a summative assessment in a learning and assessment
pathway. The timeframe and deadlines for the assessment will be negotiated
between yourself, the student, and your assessor. Your assessor could be the same or
a different person to your trainer.
In order to be assessed as competent, you will need to show sufficient evidence which
demonstrates that you can perform the required competencies to the required
standard. You also need to show you can demonstrate these skills, attitude and
knowledge consistently, confidently and sometimes in a variety of situations.
Gathering evidence
Queensford College Assessors will use a variety of methods for gathering evidence.
Assessments will be made up of a combination of the following tasks:
Question and Answer - (written or verbal) - You will have a set of written questions
to complete. Your assessor is likely to ask you to verbally verify some of your
answers.
Project - You will need to complete one or several projects that relate to the
simulated work environment. This will allow you to demonstrate the application of
your knowledge and skills as required by the unit/s of competency.
Activities - You will need to complete activities that relate to the simulated work
environment to demonstrate your understanding of the unit/s.
Assessor Observation/Demonstration - You will be asked to demonstrate some
tasks directly to your assessor. This may happen, either in the classroom or in a
simulated work-environment as you perform your usual tasks/ duties.
Please make sure to write your name on all assessment documents.
If you do not agree with an assessment decision you have the right to appeal. See
other attachment
Note: Please ensure that all work/evidence provided is your own. If you are found to
have submitted work other than your own, your enrolment may be cancelled and you
may be withdrawn from the program. Your signed Student Declaration forms part of
the assessment record. For further information, please refer to your Student
Handbook.
Assessment resources
For classroom based assessments, your assessor will provide you with all necessary
resources to complete the assessment tasks. For simulated workplace based
assessments, Queensford College will ensure that you have access to the resources
you require to complete the assessment tasks.
Please note
Assessment Kit| Version 2 March 2017 Page 6 of 41

QUEENSFORD COLLEGE Social Media Marketing
BSBMKG502 Establish and adjust the marketing mix
The practice of plagiarism or collusion is prohibited. Plagiarism is the practice of taking
someone else’s work or ideas and passing it off as one’s own work and collusion is the
presentation another person’s assessment as one’s own and/or providing your own
work to another person to allow them to pass it off as their own. If you are unclear
about any of the requirements for this assessment, please discuss this with
your assessor.
NOTE – Re-assessment:
Students will have a maximum of two (2) reassessments attempts if competency
is not achieved in the first instance.
The final grade of ‘C’ for Competent or ‘NC’ for Not Competent is only given at the
completion of the unit of competency when all components or parts of the assessment
are graded as ‘S’ for Satisfactory. Unsatisfactory results are marked as NS.
Elements for Competency Demonstration
Elements for Competency Assessment:
Performance Evidence:
Evidence of the ability to:
 Report on activities undertaken to establish a marketing mix in an organisation,
including information on each element of the mix, such as:
- customer service levels
- product or service distribution
- product or service pricing
- additional products or services, if any
- product or service promotion
 Report on success of marketing mix activities developed, including coverage of
any necessary adjustments made
Knowledge Evidence:
To complete the unit requirements safely and effectively, the individual must:
 Outline organisational policies, procedures, products and services related to
marketing
 Describe principles and concepts of marketing such as consumer or buyer
behaviour and elements of marketing mix
 Outline and explain statistical techniques used to gather and analyse marketing
information
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QUEENSFORD COLLEGE Social Media Marketing
BSBMKG502 Establish and adjust the marketing mix
Foundation Skills:
Reading
 Evaluates and comprehends textual information from a range of sources
Writing
 Documents results of analysis of marketing mix
 Presents analysis results in required format
Numeracy
 Evaluates financial and marketing data using whole numbers, decimals and
percentages to make accurate calculations
Navigate the world of work
 Monitors adherence to organisational policies and procedures and considers own
role in terms of its contribution to broader goals of work environment
Get the work done
 Develops plans to manage relatively complex tasks with an awareness of how they
may contribute to longer-term operational and strategic goals
 Makes decisions by systematically analysing information, identifying and
evaluating options against set criteria, and choosing most appropriate option
 Evaluates outcomes of decisions to identify any required adjustments
Assessment Kit| Version 2 March 2017 Page 8 of 41
Please note:
This assessment is made up of four Tasks. Task 1 and 2 can be completed in
this workbook and handed into your facilitator or uploaded into the Workbook
Task 1 and 2 submission link online.
Task 3 and 4 can also be handed to your facilitator or submitted online using
the Task 3 Case study submission link and the Task 4 Project submission

QUEENSFORD COLLEGE Social Media Marketing
BSBMKG502 Establish and adjust the marketing mix
TASK 1: KNOWLEDGE QUESTIONS
INSTRUCTIONS
Please write your answers clearly in the space provided. All questions must be
answered, please ask your assessor if you don’t understand any of the questions. If
you require more space attach a page clearly marked with your name, the name of
the unit of competency (which can be obtained from the front of this Assessment
booklet and the question you are responding to. Some questions may require you to
reference the learning materials provided by Queensford College. Your assessor will
ensure that you have been provided with all relevant documentation.
T1,Q1. Describe the 4 P’s of the marketing mix, their relationship to each other
and how the 7p’s complement these in today’s business environment
The four Ps or 4 Ps is the concept of marketing mix is considered to be the
foundation framework in businesses. A set including the marketing tools which is used
by firms for pursuing the marketing objectives and strategies in target market. The 4
Ps constitutes of the elements, product, promotion, place and price (Bagozzi et al.
2018). The four 4 Ps or the marketing mix was first introduced in the year 1960, after
which it became one of the most important framework in marketing decisions. The
main purposes for applying the concept of 4 Ps in marketing decisions are the ability
of stimulating strengths by addressing the identified weaknesses. 4 Ps also contribute
towards the aspect of competitiveness and the capability of adapting to changing
business environment. 4 Ps also reflects the capability of collaborating the internal
departments through the main goal of establishing or understanding products or
services or idea in association of the elements of marketing mix (Baker and Saren
2016.).
The four Ps of marketing are considered interlinked because of the fact that
each elements needs to align together for deducing a marketing decision or strategy.
For a successful and efficient marketing strategy, the marketing actions need to
reflect right product, with the right price, through the right channels (place) and in the
association of right promotional activities.
7 Ps of marketing is the extended version of marketing mix that is used for the
context of service marketing by the addition of physical evidence and people. The
application of 7 Ps in today’s business can be understood by the benefits of the
extended marketing mix elements. The extended marketing mix allows the businesses
to reflect the functions of service offerings. 7 Ps helps in enhancing the values of
offerings of a product, thereby increasing the product benefits. It also stimulates
employment opportunities by incorporating ‘people’ as the point of delivery and by
opening source of revenue generation. 7 Ps of marketing helps in segregating the
service elements from goods, which in return contributes to the reduction of
complexity in businesses of 21st century. The consumers of 21st century reflects
increased level of expectation and varying degree of priorities due to presence of
numerous options in product offerings in the market. The extended version of
marketing mix that includes the two elements of product offerings, goods and service
association in the 21st century businesses leads to the directed focus on framing the
elements with the consideration of customer preferences and perception. The
development of the understanding regarding the required processes of businesses is
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QUEENSFORD COLLEGE Social Media Marketing
BSBMKG502 Establish and adjust the marketing mix
stimulated through the structuring of marketing mix. The structuring of marketing mix
and service mix based on the data and information regarding the consumer need and
preferences will ensure the accomplishment of planned objectives of businesses.
Assessor Use Only: Correct Written
Response
Correct Verbal Response (please provide
notes)
T1,Q2. Define the term “Product characteristics” and then list the characteristics
of Sanitarium’s Weetbix product & how these characteristics differentiate it
from its competitors
The application of variants attributes and application of product on the value addition
for the target customers reflects the concept of product characteristics. The product
characteristics can be shape, quality, weight, size, quality and colour (Baker 2016).
The product characteristics of an organization’s offerings build uniqueness and
competitive advantages for a specific brand by differentiating from other brand’s
product characteristics.
Product characteristics of Sanitarium’s Weetbix are as follows:
 Commonly known as Wheat biscuits
 Quantity of Sanitarium’s Weetbix ranges from 100 g to 1.4 kg
 The packaging of Sanitarium’s Weetbix products are cardboard packaging box
 The Weetbix are plant-based products, which considered as breakfast cereal.
 It contains seed, cereal grains, wheat.
 The product represents the goodness of wholegrain
 The quality of product is good with the features like low in sugar, high in iron,
contains vitamins like, niacin, riboflavin and thiamin.
 One serving of the product offers 20 percent of folate RDI for the women
consumers
The characteristics of products differentiate the values of Sanitarium’s Weetbix by the
presence of health factor associated with variations. Another step or initiative in the
Assessment Kit| Version 2 March 2017 Page 10 of 41

QUEENSFORD COLLEGE Social Media Marketing
BSBMKG502 Establish and adjust the marketing mix
characteristics of Sanitarium’s Weetbix was adopted by the company that contribute
towards protecting the competitive advantage of the products. The ‘one square meal’
of Sanitarium’s Weetbix was introduced as a response or solution for the hassle of
having breakfast with the flexibility of location and time. Another competitive
advantage of the company, Sanitarium’s Weetbix that differentiates the product
offerings from the competitors can be its plan-based ingredients, which reflects health
benefits and easy digestion (Chernev 2018). The health benefits of the product are
accompanied by the product design and packaging convenience, forming a complete
picture of one of the best cereal option. The company’s product characteristics also
own health star ratings with 1490 KJ energy, low fat of around 0.3 g, and sugar level of
3.3 gm. The sodium content is around 270 mg and high iron content with 10.0 mg per
100 g.
Assessor Use Only: Correct Written
Response
Correct Verbal Response (please provide
notes)
T1,Q3. List four factors that should be taken into account when setting pricing of
a product/service. Be sure to elaborate the reasons why they should be taken
into account and the potential ramifications if they are not.
The choices or decisions that are taken while setting prices of the services or products
is known as pricing decisions. Pricing decision is considered a constituent of marketing
strategy for business that influences the relationship of organization with the
customers. Competitive and fair pricing decisions are significant as it influences the
percept of the customers and in return increases profitability. There are various
factors that tend to influence the pricing decision of an organization including:
 Competition level: Presence and potential competition in the market influences
the perception and buying decisions of consumers majorly. With the exception
with the monopolistic environment, the competition level majorly affects the
market position of a specific organization. For gaining a desired or considerable
amount of profit margin in the market, the organizations have to build the
strategy of pricing in accordance with the value proposition of products with the
understanding regarding competitive price offerings (Haider et al. 2019).
Ignorance towards the competition may lead to the declining state of existent
market values. The intensity of competition is directly proportional to the
flexibility in pricing decision of an organization.
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QUEENSFORD COLLEGE Social Media Marketing
BSBMKG502 Establish and adjust the marketing mix
 Perceived values: The perceived values of products directly influence the
relationship between pricing and product features of a company. The
significance of the consideration of perceived values in pricing decision can be
understood by an example of customers’ perception of associating low price
with lower pricing with low standard or quality. The lower pricing of the products
is mostly responsible for reflecting cheap quality of materials or usage value
(Lovelock and Patterson 2015). However, the unfair or overpriced products can
also affect lead to brand switching. Understanding market with the help of
research procedures is important for stimulating the knowledge regarding
perceived values of the offerings.
 Product development costs: The cost associated with the development of a
product or associated costs of delivering a service includes, employing human
resources, resourcing raw materials, implementing procedures through process
or equipment and sales & marketing cost. Cost price associated with profit
margin and tax values builds the selling price of a product or service.
 Market demand: The market demand of products in the market can be
determined by the processes like market research and customer feedback.
Market demand of product or service offerings can majorly influence the
customer buying decision. Thus, the pricing decision must be structured based
on the data regarding market demand.
Assessor Use Only: Correct Written
Response
Correct Verbal Response (please provide
notes)
T1,Q4. What is meant by the term, “Marketing environment” & how does it
impact on the marketing decisions of an organisation?
Assessment Kit| Version 2 March 2017 Page 12 of 41