You are about to launch a new range of ‘smart’ glasses to consumers. (Smart glasses provide the functionality of a modern laptop from a pair of spectacles). Assess which of the four basic pricing strategies would be most suitable for your new product and briefly outline the implications of your chosen pricing strategy on the other elements of the marketing mix.

Feb 15, 2024

You are about to launch a new range of ‘smart’ glasses to consumers. (Smart glasses provide the functionality of a modern laptop from a pair of spectacles). Assess which of the four basic pricing strategies would be most suitable for your new product and briefly outline the implications of your chosen pricing strategy on the other elements of the marketing mix.

Introduction to MarketingDuration:

Please answer TWO questions and write your answers as reports. All questions are worth 50 marks each.

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You are about to launch a new range of ‘smart’ glasses to consumers. (Smart glasses provide the functionality of a modern laptop from a pair of spectacles). Assess which of the four basic pricing strategies would be most suitable for your new product and briefly outline the implications of your chosen pricing strategy on the other elements of the marketing mix.
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This assignment will be assessed using the USBS generic marking criteria (excluding teamwork) with all criteria equally weighted.

Your tutors will not respond to questions about exam topics during the period the exam is ‘live’.

  1. The TAP is individual work, carried out upholding the values of academic integrity.
  2. A TAP (24hr or 48hr) has a notional ‘work time’ of up to 8 hours.
  3. You may either type your answers into a new document (clearly labelling each answer), or write your answers directly on the exam paper (removing any optional questions that you have not chosen).
  4. Referencing is required. Reference your work using the Harvard referencing system. Please include a brief bibliography after each of your answers. The bibliography is excluded from the word count.
  5. You should write approximately 750 – 1,000 words per answer, using multiple headings and subheadings.
  6. Submit your answers as a Word or pdf file using the appropriate link on Canvas. Please note that for a file to be accepted by Turnitin, your submission must be a single file and must include at least 20 words of typed text. Further guidance about Turnitin submissions can be found here:
  7. To ensure your anonymity in this assessment, please do not write your name anywhere in the final submitted document.
  8. If you experience any IT problems when uploading your final submission, please contact IT Services and provide a screenshot of the issue you have encountered using their online help system at:
  9. LATE SUBMISSION IS NOT PERMITTED FOR TAKE-AWAY PAPERS.

COMPLETE TWO QUESTIONS FROM THE FOLLOWING SIX CHOICES:

Question 1:

You are about to launch a new range of ‘smart’ glasses to consumers. (Smart glasses provide the functionality of a modern laptop from a pair of spectacles). Assess which of the four basic pricing strategies would be most suitable for your new product and briefly outline the implications of your chosen pricing strategy on the other elements of the marketing mix.

Question 2:

Your company provides holidays for UK residents. You are launching a new holiday. Please briefly describe the holiday you will provide, outline the way(s) that you will segment your market, the segment(s) you will target and the way that you will position your new holiday to make it as attractive as possible to the selected segment(s).

Question 3:

You work for a communications agency and are pitching for work from Rolex (Rolex.com) in a market of your choice. Please specify the market, explain your proposed communication strategy for Rolex and suggest the promotional tools you believe Rolex should use, giving both your reasons and market-specific examples.

Question 4:

You are responsible for the marketing of Ferrari cars (Ferrari.com). Please assess the usefulness of understanding the anatomy of your products (also known as ‘the product onion’) using the approach outlined by Drs Brassington and Pettitt in the core text.

Question 5:

You are about to be appointed as the new head of marketing for the University of Sussex and can influence the university’s future strategy. Which of Michael Porter’s generic strategies* might you choose and why?

* introduced in: Competitive Advantage: Creating and Sustaining Superior Performance by Michael E. Porter (1985)

Question 6:

You are responsible for marketing a new Xiaomi laptop (https://xiaomi-mi.com/notebooks/) in a market of your choice. Please specify the market then detail the way that you are going to use your marketing tactics (7Ps) giving reasons for the choices you make.

END OF PAPER

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