Mkt Assignment

(Marketing Management) This assignment constitutes 60% of your overall grade for this module.

Submission date: 9th February 2012.

“Marketers plan their market offering at five levels………The most basic level is the core benefit: the fundamental service or benefit that the customer is buying…….Marketers must see themselves as benefit providers.”

Kotler, P., and Keller, K.L., (2009), A Framework for Marketing Management, 4th ed., Pearson Education, page 191.

By reference to academic literature, explore and critically evaluate the concept of core benefit. Make recommendations to management from the conclusions arising from that evaluation.

You are required to produce an academic paper which demonstrates your understanding of key aspects of Marketing Management.

The paper should have a sound theoretical and conceptual perspective, containing evidence of critical debate within an appropriate academic literature. A minimum of 6 academic journal articles should be referred to.

The report also needs to be grounded in a 'real world' business context, making recommendations for management.

(Marketing Management) This assignment constitutes 60% of your overall grade for this module.

Submission date: 9th February 2012.

“Marketers plan their market offering at five levels………The most basic level is the core benefit: the fundamental service or benefit that the customer is buying…….Marketers must see themselves as benefit providers.”

Kotler, P., and Keller, K.L., (2009), A Framework for Marketing Management, 4th ed., Pearson Education, page 191.

By reference to academic