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 BE200 – Marketing Management

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مُساهمةموضوع: BE200 – Marketing Management   الخميس يوليو 31, 2014 9:43 pm

BE200 – Marketing Management
Tutor Marked Assessment
Summer 2014

Read carefully the following instructions andboth cases study, and then answer each question in an essay format.To support your analysis use relevant material from BE200 covered so far and other resources such as AOU e-library articles.
INSCTRUCTIONS:
• Cut-off date: Submit this assignment no later than August 2, 2014. All late submissions require approval from the branch course coordinator and will be subject to grade deductions.
• Word count:you should discuss the questions in no more or less than the number of words mentioned for each question (plus or minus 10%).
• Referencing: You must acknowledge all your sources of information using full Harvard Style Referencing (in-text referencing plus list of references at the end). Use E-library: to get journal articles on the topic (Emerald, EBSCO…). Use at least 2 articles.
• Plagiarism:Remember that you should work the information from references into your own original thoughts and INTO YOUR OWN WORDS. Plagiarism will lead to a significant loss of marks. Extensive plagiarism could mean that you failed your TMA. (Refer to AOU definitions of cheating and plagiarism at the end of this document)
• Essay guidance: Your response to each question should take the form of a full essay format. Avoid using subheadings and bullet points. Use BE200textbook,slides, casestudy, and E-Library. Plan what you will write, and have a well-organized outline.
• Using PT3 form:When you have completed your TMA, you must fill in the assignment form (PT3) posted on your moodle account, taking care to fill all information correctly.
• Turnit-in upload:A soft copy of your TMA and PT3 form should be uploaded to Turn it-in via the link posted on your moodle account, within the cut-off date.
• This TMA is 20% of BE200 Grade.

For textbook: Principles of Marketing (Arab World Editions) with My Marketing Lab - refer to chapters 1, 2, 3 and 7
For textbook: Principles of marketing, 5th European edition by Philip Kotler, Gary Armstromg, Veronica Wong and John Saunders: refer to chapters 1, 3, 4 and 9


Case Study: NOKIA
Marketing concepts take up a huge part in the business development as they include the process of executing and planning the product, the promotion, the pricing, and the distribution of the goods and the services in exchange for the customers’ satisfaction (American Marketing Association). Marketing cannot be completed without the 4 P’s which represent a huge part of the marketing process. These are the product, the place, the pricing and the promotions (Donald, 1996). This marketing concept plays an important role in the development and the diversification of business.
Nokia Corporation (Nokia) is the world’s primary and main manufacturer of mobile devices. The company which concentrates on telecommunication developments is headquartered in Finland. Nokia focuses on product development and marketing.
Market Segmentation
Nokia is regionally segmented all over the world in a way which insures that its divisions can reach everypart of the world including rural areas that can use Nokia products and services. The company focuses its products on the family of the GSM including radio technologies, multi access capabilities and the internet protocol network. The company’ products are offered worldwide to distributors, operators, and corporate customers and to independent retailers. The company has operations in the Middle East, China, Europe, Africa, the Asia-Pacific, and Latin America and inNorth America. It has also collaborated with Avaya, Inc. for its delivery and for enterprise.
Market Targeting
Through the consistent release of new units of mobile phones with different services and difference features, the company targets a market which is expected to support this kind of products and services. The company is very optimistic that its new line of product is going to be supported by the target market. This market includes sports’ enthusiast who will appreciate the sports services that the phone is offering, it also responds to the needs of fashion fanatics who are lookingfor the latest trend and updated fashion designs suitable for theireverydaylives. The music driven consumers segment is also the company’s top target market due to the music services that the new products are offering; this includes radio, the mp3, the Xpress Music, and the music player.
The Market Positioning: Product- Price-Place-Promotion
Nokia products are subjectto high levels of quality control in order to insure that clients receive high tech and quality worth of a product. Including in the top-end devices of the company are the newly released designs which are considered safe and possessboth high quality standards as well as good design features. Mobile phones accessories such as the headset, the memory card and its features including the camera and video are some of the features that clients want in their mobile phones. To be able to keep abreast to the faster world, it is much important for Nokia to keep updating its phones so that the company will also be up to date and cannot be overcome by its competitors.
In cooperation with the local mobile operators, the company offers a solution designed for low cost of ownership and for providing affordable mobile phones. In this manner, though the products offer a wide range of high tech features, the company maintains its prices at a fordable level for consumers. This strategy of low prices will also benefit the company itself, since the cost of services and maintenances will also be reduced.
Through its strategy of diversifying its products and its services, the company has operations in the United States, Venezuela, India, Brazil, and Indonesia in addition to other parts of the world. Its focus is the development of luxury mobile phones and communication products. In this manner, Nokia’s products and the services are expected to have a good return on income. In this manner, the company also merged and shared its products with other service providersin order to create a strong team for promoting its products, and for continuously providing high quality services that will allow its brand to optimize mobile advertisements worldwide. This collaboration provides consumers media sharing solutions as well as other benefits.
Nokia adopts various advertisement strategies to promote its products and services in the market. Its advertisement campaign includes TV ads, newspapers, radio, printed media and other means such as posters. Some of its advertisements are worldwide in order to raise consumer awareness on the latest trends in the field of the mobile phones. Promotions are also used by the company in order to attract consumers. Providing high quality services and high technology products is the best for promotions because consumers will determine the quality of the products based on the special and unique features it possesses.


Answer all of the following Questions:

Question 1: (25 Marks)
a. Discuss Nokia’s key successfactors. (13 Marks)
b. Define segmentation as explained during BE200 lectures and identify the various segmentation strategies used by Nokia based on relevant examples from the case study. (12 Marks)
Word count: 350 words

Question 2: (25 Marks)
Marketing mix is a term used to identify the crucial ingredients in a business, which will conduce to long term profits. Explain the principles of this concept and illustrate relying on course explanations how it might be applicable to Nokia case?
Word count: 300 words

Question 3: (25 Marks)
The marketing environment represents a mix between the internal and external forces which surround an organization and have an impact upon it, especially their ability to build and maintain successful relationships with target customers.
What are the micro-environment factors affecting Nokia Corporation? Explain each in details and linkitto the Nokia case studyby providing concrete examples.
Word count: 250 words


Question 4: (25 Marks)
What recommendations would you make to Nokiasenior marketing executives to help develop a successful Marketing strategy? Begin by defining Marketing strategy and elaborate your arguments by focusing on the Marketing mix tools
Word count: 200 words

Grades deduction for:
TMA Presentation: (up to 5 marks)
Up to 5 marks should be deducted for poor presentation or poor organization of the TMA outline and discussion or TMA presented without PT3.
Proper referencing: (up to 5 marks)
Referencing should be both in-text referencing, plus a list of references at the end using Harvard style. Up to 5 marks should be deducted for poor referencing.

Use of E-Library: (up to 5 marks)
A minimum use of 2 articles from AOU e-library is required to support the discussions. Up to 5 marks should be deducted for no use or poor use ofe-library.

Word count: (up to 5 marks)
The answers should be within the specified word count. A deviation of 10% is acceptable; if more, a deduction up to 5 marks will be applied.

Arab Open University Definitions of cheating and plagiarism
Plagiarism means copying from internet, from unreferenced sources, from other students’ TMAs or any other source. Penalties for plagiarism range from failure in the TMA or the course, to expulsion from the university.
According to the Arab Open University By-laws, “the following acts represent cases of cheating and plagiarism:
• Verbatim copying of printed material and submitting them as part of TMAs without proper academic acknowledgement and documentation.
• Verbatim copying of material from the Internet, including tables and graphics.
• Copying other students’ notes or reports.
• Using paid or unpaid material prepared for the student by individuals or firms.
• Utilization of, or proceeding to utilize, contraband materials or devices in examinations.”

Penalty on plagiarism: The following is the standard plagiarism penalty applied across branches as per Article 11 of the university by-laws was revisited and modified to be more explicit with regard to plagiarism on TMAs. Penalties include the following:
1) Awarding of zero for a TMA wherein more than 20% of the content is plagiarized.
2) Documentation of warning in student record.
3) Failure in the course to dismissal from the University.
All University programs are required to apply penalties that are consistent with the University by laws.

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