英國留學生市場學作業寫作需求-市場研究與信息-Marketing Research & Information
英國dissertation網專業代寫市場營銷管理dissertation，英國留學生市場學essay寫作需求由英國dissertation網提供BUSINESS SCHOOL
Hand in location: (tick as appropriate) STOKE ? STAFFORD
Module Name: Marketing Research & Information
You should hand in one copy of your assignment by the time and date above to the appropriate ‘hand-in location’ at the Business School Receptions on either the second floor Brindley Building, B227 or K166, Octogan, Beaconside as specified above. The Brindley reception is open Monday to Thursday 9.00am to 6.00pm and Friday 9.00am to 4.30pm. The Octogan reception is open Monday to Thursday 8:45am to 4:30pm and Friday until 4:00pm. Fill in the Business School front cover (staple together with your assignment). This must be date stamped. MAKE SURE that you fill in all the relevant details on this form (these are given above!). One copy of the front sheet, date stamped, will be returned to you by the Office. This is your receipt, keep it. You can submit work by post, but you must send it recorded delivery, it must be postmarked two days before the deadline date and a copy must be kept by you in case it is lost in the post. Faxed assignments will not be accepted.
There has been an important change to the academic regulations that will come into force for all on-campus and UK partner students from this academic year – September 2010/11.
In essence, if you fail to submit any assessment for a module you will be given a Grade Point N (Fail due to non-submission) for that module and you will no longer have a guaranteed re-sit entitlement. Any further attempt entitlement will be at the discretion of the Award Board. This regulation applies to all undergraduate and postgraduate awards and at all levels. The regulation change has been incorporated into the University’s published academic regulations available on the website at the following links.
Assignments must be submitted by the due date. The only circumstance in which assignments can be submitted late is if an extenuating circumstances form is submitted. In these circumstances work may be submitted up to 2 weeks late only (this is not automatic). If the extenuating circumstances are upheld, the assignment will be graded, otherwise a 0 will be awarded.
Ethics Disclaimer:
I confirm that the University’s guidelines for ethical approval have been consulted and that all ethical issues and implications in relation to the above project have been considered. I confirm that ethical approval need not be sought.
Name of Module Leader: Sue Clews #p#分頁標題#e#
Signature of Module Leader: Date:
Maximum word length: 2500 words
State the number of words used at the end of the assignment. You may include diagrams, figures, appendices etc. without word penalty. A sliding scale of penalties for excess length will be imposed. The penalties will be as follows:
Up to 10% excess words no penalty
11-20% excess words 10% penalty
21-30% excess words 20% penalty
31% plus excess words the work will be capped at a pass i.e. 40% or grade point 4
NB. None of the above penalties will be used to change a student mark which is above the pass mark, to one that is below the pass mark. Therefore the maximum penalty for exceeding the word limit will http://www.mythingswp7.com/thesis_sample/shichangxuezuoye/be a reduction to a pass grade.
Learning Outcomes Covered by this assignment:
1. Demonstrate knowledge and understanding of the marketing research process
2. Analyse and critically apply marketing research principles to marketing research problems
3. Develop a comprehensive and detailed marketing research plan
4. Critically evaluate the likely outcomes and quality of your detailed marketing research plan
Assessment Criteria/Weightings/Marking Scheme:
To achieve a ‘Pass’ grade
The marketing research proposal will contain a statement of the research problem and research objectives and a general outline of the methodology for collecting and analysing data including a critical analysis of the research methods selected, sample methodology and control document. A suitable method of communication will be proposed and a time plan for the research included.
To achieve a ‘Distinction’ grade
The following are in addition to the requirements for a pass.
The proposal will provide evidence of excellent subject knowledge and application and critical analysis. Each section of the proposal will be clearly linked to the research objectives. Students will provide a justified and creative selection of methodologies and a means of analysing the data required. The proposal will be written to an excellent standard and contain appropriate terminology.
Scenario:
Ice cream is traditionally seen as a summer choice in the UK resulting in product sales being affected in the last two years by poor summer weather. The de-seasonalisation of ice cream has been discussed within the market for a number of years (e.g. The Knowledge Store, 2006) but the only sectors where year round sales occur are in the premium and luxury ice creams.
Premium ice cream has a higher fat content and is generally sold as a take-home product, from supermarkets etc (as opposed to ‘impulse’ ice cream which comprises hand held individual items at retail outlets). Luxury products include super premium ice cream (higher still fat content and less air resulting in a denser ice cream) plus branded ice creams e.g. Cadbury, Mars.#p#分頁標題#e#
Premium ice creams are made with fresh cream, real eggs, and natural flavourings. They contain much less air than the cheaper ices creams, which means that they do not melt so quickly, are firmer textured, and need to slightly warm to room temperature before scooping. Quality ingredients aside, lesser ice creams also have more air whipped in. As much as half the carton may be air, in fact. More air means softer ice cream that scoops more easily and melts more quickly. Gelato has no air added at all (other than that which is incorporated naturally because of the churning process.). Gelato has more egg yolks, more milk and less cream hence less fat than regular ice cream.
Sorbets do not contain milk, cream or eggs, they are made from fruit, sugar, and lemon juice. They were very popular during Victorian years, when they were served as palate cleansers between rich, heavy courses. A sorbetto, the Italian version, has a higher fruit to water ratio, and is softer and less icy in texture.
Due to concern over healthy eating, there has been an increase in ‘portion controlled’ products (i.e. smaller sized bars, lollipops etc. e.g Magnum Minis, a Unlever product). At the same time there has also been a higher interest in fruit content items such as sorbets.
When the Mintel (2009) report was compiled, ice cream sales were not affected by recessionary pressure as ice cream was perceived as a ‘permissible and affordable treat’ (Mintel, 2009). Sorbets and frozen yogurts are also perceived as a treat. However as times become tougher, will the perception of ice cream being affordable still be the case?
Mintel (2009) findings indicate that “two fifths of consumers claim to eat ice cream all year round, and manufacturers are trying to de-seasonalise their product ranges”. This is achieved by time specific products (e.g. Cadbury’s Creme Egg ice cream lolly, launched prior to Easter) and substantial promotion. Despite this there is still a health conscious thrust in the sector and consumers are limiting the frequency of purchase of ice cream (but are still happy to pay for premium versions when they buy).
One of Mintel’s (2009) key findings is that “awareness of sorbets and frozen yogurts is quite low because they have not been as actively promoted as ice cream.” Should producers promote health benefits linked to consumption of these products, “to meet the demand for low and no-fat dessert options” and to raise sales?
To increase individual consumption of ice cream (including sorbets and frozen yogurts) new products and innovation - not just line extensions - must be developed. Successful product developments during the past twenty years have included Vienetta, the ice cream Mars Bar and Magnum (The Knowledge Store 2006).
A very recent trade exhibition of ice cream products held in Harrogate (BBC 2010) sponsored by the Ice Cream Alliance (ICA) welcomed exhibitors and buyers from around the world. “The ice cream sector is a major part of the UK's food economy with an estimated value of £4 billion”. BBC News (b) (2010) this includes not only sales of products but also manufacturing, transport and display equipment sales. Ice cream (food) sales contribute £1.4bn to the UK economy (BBC News (b) 2010)#p#分頁標題#e#
The Alliance supports artisan producers (small businesses who specialise in crafting and creating quality ice cream) see the video link at http://www.bbc.co.uk/news/uk-11682557 New flavours being unveiled this year include rhubarb, bubble gum, stollen (just in time from Christmas), apple pie and even cheese (parmesan cheese flavoured ice cream already exists). (BBC News (a) 2010)
You are advised to listen to the following BBC Radio 4 programme for more information on the current UK ice-cream market
http://www.bbc.co.uk/programmes/b006qnx3/episodes/player
According to The Knowledge Store (2006) future product development may include:
• New ice cream concepts
• New eating occasions
• Alternatives to snacks, desserts, confectionery, other indulgences
• Usage of shapes and ingredients to fit various eating occasions
• Products for children/novelties
• Products for adults
• Value-for-money packs
• Personal indulgence
• Entertaining
• Healthy experiences
• Ethnic/exotic/new experiences
Assumption:
Unilever, within the Carte D’Or brand portfolio, are investigating product development opportunities in either premium ice cream or sorbet products. They have observed the recent launches of gelato by Antonio Federici and are keen to investigate gelato, more specifically, to identify how gelato is perceived by consumers relative to Carte D’Or ice cream, and whether there is scope for product development within this ’new’ category.
Task:
You have been invited to advise the company on marketing research issues. You are to assume the role of an experienced Marketing Research consultant and have been commissioned to undertake a formal marketing research study. This will initially involve the development of a marketing research proposal. In order to prepare the proposal you will need to undertake secondary research and show that you have knowledge of the ice cream market.
It has been agreed that formal marketing research will be undertaken which will focus on the following key areas:
• Profile of key UK competition including an analysis of their marketing strategy
• Identification of the potential target market for a new ice concept, including its size.
• Identification of potential market response to your ice concept (you may use your discretion to suggest suitable flavours / mixtures– this will give further evidence of your background research). This information will influence the positioning strategy.
• Identification of suitable communications media in which to launch the range
You are required to write a Marketing Research proposal outlining a programme of research to provide appropriate information on each of these key areas. You are not required to conduct any primary research. #p#分頁標題#e#
The proposal should be presented in report format (2500 words max). It must cover all areas of the research process.
Key tasks will include:
• Identifying the research problem
• Formulating the research objectives, identifying primary and secondary objectives.
• Critically evaluating appropriate research methodology (for both data collection and the sample plan)
• Preparing an appropriate data collection tool (questionnaire, or discussion guide, or interview checklist etc) as an appendix
• Suggesting suitable creative reporting techniques
• A reflection on the appropriateness of the proposal for this market segment
ADDITIONAL INFORMATION TO TAKE CAREFUL NOTE OF:
Plagiarism
Contrary to popular student belief getting caught and being punished for committing plagiarism is not a rare occurrence.
We strongly recommend that you read the full document at the above address. Summarised below are some of the key points. You will have committed plagiarism and may be caught, reported and punished (as described below) if you:
Copy extensively from the work of others (from sources such as books, magazines, journals, web-sites for example) and submit the work as your own. NB It is acceptable to refer to the work of others as long as you do not use too much, and reference your sources properly . If you do not know how to do this,
• Copy another student’s work and submit it for assessment under your own name.
• Allow another student to copy your work and they then submit it for assessment under their name.
The last item is of particular importance; few students seem to understand what it means. You should be aware that if, for example, you allow another student to borrow your work and they subsequently copy some of that work and present it as their own, you and they will both be punished even though they copied your work.
What happens if you get caught?
Examination Boards may punish offending students in a number of ways. Typically, punishments range from reducing grades, making students re-sit modules, through to failing students on a module or an entire award.
The University regards this form of cheating as a serious offence.
Please consider yourself warned!
Ethics Approval
In general any proposal which: involves human or animal participants, their ‘products’ (e.g. body samples, written records, etc); has a direct impact on individuals (e.g. research that will evaluate imposed changes to people’s working environment), or uses contemporary material that may implicate living subjects or organisations; will need ethical approval. Such research activity cannot be ‘disclaimed’. For these projects the University requires all students, staff and supervisors to apply for Ethical Approval using the fast track approval form or, if appropriate, the full ethical approval application form.#p#分頁標題#e#
Only where there are no ethical implications should the disclaimer be signed. The signing of the disclaimer implies that ethical principles have been reviewed in relation to the ‘proposed’ work and no issues have been found to apply to the research ‘proposal’. In these cases research may then proceed. Please note that no research should be embarked upon until approval has been granted or a disclaimer has been submitted.
For students, where ethics approval is deemed necessary (i.e. the Disclaimer Form has not been signed) the Fast Track Ethical Approval Form must be signed by the student, their supervisor, and one other member of academic staff. The form should then be lodged with the Business School’s Ethics Committee Secretariat (c/o Helen Ascroft). Copies of completed and approved forms may be retained by the student/supervisor as deemed appropriate for the module/project/award. All ethics approval forms and disclaimers are subject to quality audit.
For staff, only their own signature is sufficient (see appropriately headed ‘staff’ fast track form). A copy of the form should however also be sent to the Chair of the Faculty Ethics Panel.
英國dissertation網專業代寫市場營銷管理dissertation，英國留學生市場學essay寫作需求由英國dissertation網提供。References:
BBC news(a) Ice cream show whips up the crowds Accessed 3 November 2010
BBC news(b) Harrogate hosts major Ice Cream trade show Accessed 3 November 2010
The Knowledge Store. Market Focus: UK Consumption lags behind other countries. (2006) Accessed 3 November 2010
Mintel (2009) Ice Cream –UK [Online] Available from Accessed 3 November 2010
Gelato vs Ice cream. World of Ice Cream [Online] Available a Accessed 3 November 2010
