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Marketing Management Assessment Answer
Task:
You are an independent marketing consultancy firm. One of your clients (engaged in a business sector of your choice) has asked you to conduct a consultancy project on his/ her behalf. S/he gave you this brief:
Select 3 companies which have invested in a marketing communications campaign, which was aired on local mass media within the last 12 months. Foreign students (only) may opt for foreign mass media.
These three campaigns must refer to the same product (or service) classification but not necessarily targeting the same market segment/s.
For each campaign, identify and critically analyse how the following salient marketing concepts have been applied effectively: market segmentation, target marketing, product positioning, differentiation and customer-driven marketing strategy. For each concept, it is essential that a comparative critical analysis between all 3 campaigns is made.
At the start of your assignment paper, you are asked to give a two-page (approx.) overview of the 3 selected campaigns. This does not form part of your word count.
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