市场营销要求.docVIP

PINGDINGSHAN UNIVERSITY BTEC HND in BUSINESS (Management and Marketing) Assignment Name of Student Unit Title Unit 1: Marketing Assignment Title Case study: GREE’S marketing mode Assignment No Assignment 1 Name of Tutor NIU JINCHAO Name of Internal Verifier CHAI Qiaoyan Submission Deadline April 22, 2011. Outcomes and Assessment Criteria Outcome Assessment Criteria Feedback Tutor’s decision Internal Verification Investigate the concept and process of marketing (1.1) compare alternative definitions of marketing a identify the main characteristics of a marketing-oriented organization b explain the various elements of the marketing concept c identify and assess the benefits and costs of a marketing approach d Explore the concept of segmentation, targeting and positioning (1.2) identify and explain macro and micro environmental factors which influence marketing decisions a propose segmentation criteria to be used for two products b outline the factors which influence the choice of targeting strategy c explain how buyers behavior affects marketing activities in two different buying situations d Merit grades awarded M1 M2 M3 Distinction grades awarded D1 D2 D3 Professor’s additional feedback and comments Internal verification of assignment brief (final agreed version) IV name Date I conform that this is all my own work Student signature Scenario GREE’S MARKETING MODE Company Profile Gree Electric Appliance, Inc. of Zhuhai, founded in1991, has become the world’s largest specialized air conditioner company integrating RD, manufacture, sales and service. In 2008, its annual sales revenue reached 42.032 billion CNY, while the net profit stood at 1.967 billion CNY. It’s one of the “Top 100 Chinese Listed Companies” ranked by Fortune for consecutive eight years. Gree brand air conditioners produced by Gree Electric Appliances are the unique air conditioning brand that ranked “Word Brand” by