MKT202: ((Online) Marketing Management) Describe the entities that are marketed, based on the excerpt.
Module / Subject / School:
MKT202: (Online) Marketing Management
Singapore University of Social Sciences
Requirements:Â
Question 1:
(a) Describe the entities that are marketed, based on the excerpt. (Refer to Chapter 1 in the prescribed textbook)
Please research on other Disney cruise ships to gain a broader understanding of the offerings of such vessels. In your submission, include screenshots, images, or links as evidence to support your descriptions.
Your answer to this question should not exceed 100 words (15 marks)
(b) Discuss any two (2) social and one personal factor play in influencing a consumer’s
decision to book a Disney cruise holiday. (Refer to Chapter 3 in the prescribed textbook)
Please include visual evidence such as screenshots from online sources, consumer reviews and social media posts to support your points.
Your answer to this question should not exceed 450 words (45 marks)
(c) Summarise any three (3) strategies that Disney Cruise Line could use to manage
customer relationships. Present sound examples in your summary to support each strategy. (Refer to Chapter 19 in the prescribed textbook)
Your answer to this question should not exceed 250 words (30 marks)
What we score:
72%
Our Writer’s CommentÂ
This assignment is designed to assess students’ understanding of business practices.
To secure an A+ grade, adhere to these guidelines and make sure your work aligns with the grading criteria:
Question 1(a): Describing the Entities Marketed
1. Be Concise and Specific
Since you have only 100 words, it’s important to be clear and to the point. Identify and describe the key entities being marketed in the context of Disney cruise ships. Think about the physical products, experiences, and services that Disney markets through its cruise line.
- Tip: Focus on the unique features of Disney cruise ships that distinguish them from other cruise lines. You might mention the family-friendly atmosphere, themed entertainment, and exclusive experiences. Use your words wisely—every word counts here.
2. Support with Visual Evidence
Include relevant screenshots, images, or links to support your descriptions. These visuals should directly relate to the entities you describe and help reinforce your points.
- Tip: Make sure the visuals you choose are high-quality and clearly illustrate the aspects you’re discussing. A well-chosen image can make your answer more compelling and easier to understand.
Question 1(b): Social and Personal Factors Influencing Consumer Decisions
1. Identify Key Factors
When discussing social and personal factors, focus on those most relevant to a consumer’s decision to book a Disney cruise. For social factors, you might consider family influence, social media trends, or peer recommendations. For personal factors, think about lifestyle, personality, or self-concept.
- Tip: Choose factors that are strongly linked to the decision-making process for a Disney cruise. Make sure to explain why these factors are influential and how they affect consumer behavior.
2. Use Visual Evidence
Include screenshots from online sources, consumer reviews, and social media posts to back up your points. These should illustrate how the factors you discuss are reflected in real consumer behavior.
- Tip: The visuals should be relevant and directly support the points you’re making. For example, a screenshot of a positive review on a family-oriented website could highlight the importance of family influence in the decision to book a Disney cruise.
3. Be Analytical
Don’t just describe the factors—analyze them. Explain how these factors interact and why they are particularly important in the context of Disney cruises. This deeper analysis will help you score higher.
Question 1(c): Managing Customer Relationships
1. Summarize Key Strategies
Identify three strategies that Disney Cruise Line could use to manage customer relationships. These could include loyalty programs, personalized communication, or customer feedback mechanisms. Make sure to explain how each strategy works to maintain or enhance customer relationships.
- Tip: Choose strategies that are particularly relevant to the cruise industry and Disney’s brand. Provide examples of how Disney Cruise Line might implement these strategies effectively.
2. Provide Strong Examples
Each strategy should be supported by a sound example. For instance, if you discuss a loyalty program, you could mention a specific tiered reward system that incentivizes repeat bookings.
- Tip: The examples should be realistic and clearly demonstrate the potential effectiveness of the strategy.
General Tips for All Questions
1. Follow the Word Limits
Each question has a strict word limit, so make sure you stay within it. Being concise and focused will help you cover all necessary points without exceeding the limit.
2. Reflect on Feedback
Consider the feedback you received on your 72% score. Were there areas where your analysis could have been deeper, or where you needed more evidence? Address these areas directly in your next submission.
3. Cite Appropriately
Even though this is a marketing assignment, proper citation is still important. Make sure to cite any sources you use, especially if you’re including research or reviews in your answers.
4. Proofread Your Work
Before submitting, take the time to proofread your answers. Look for any grammatical errors, unclear sentences, or areas where your argument could be stronger. A well-polished submission can make a big difference in your final grade.
By focusing on these areas, you can improve your analysis and presentation, helping you score higher in your next assignment.
Good luck—you’ve got this!
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