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 BE200 – Marketing Management Tutor Marked Assessment Spring 2015 Read carefully the following instructions and both cases study, and then answer each question in an essay format. To support your analysis use relevant material from BE200 covered so far an

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مُساهمةموضوع: BE200 – Marketing Management Tutor Marked Assessment Spring 2015 Read carefully the following instructions and both cases study, and then answer each question in an essay format. To support your analysis use relevant material from BE200 covered so far an   الثلاثاء مارس 10, 2015 12:01 am

BE200 – Marketing Management
Tutor Marked Assessment
Spring 2015

Read carefully the following instructions and both cases study, and then answer each question in an essay format. To support your analysis use relevant material from BE200 covered so far and other resources such as AOU e-library articles.
INSCTRUCTIONS:
• Cut-off date: Submit this assignment no later than April 27, 2015. All late submissions require approval from the branch course coordinator and will be subject to grade deductions.
• Word count: you should discuss the questions in no more or less than the number of words mentioned for each question (plus or minus 10%).
• Referencing: You must acknowledge all your sources of information using full Harvard Style Referencing (in-text referencing plus list of references at the end). Use E-library: to get journal articles on the topic (Emerald, EBSCO…). Use at least 2 articles.
• Plagiarism: Remember that you should work the information from references into your own original thoughts and INTO YOUR OWN WORDS. Plagiarism will lead to a significant loss of marks. Extensive plagiarism could mean that you failed your TMA. (Refer to AOU definitions of cheating and plagiarism at the end of this document)
• Essay guidance: Your response to each question should take the form of a full essay format. Avoid using subheadings and bullet points. Use BE200 textbook, slides, case study and E-Library. Plan what you will write, and have a well-organized outline.
• Using PT3 form: When you have completed your TMA, you must fill in the assignment form (PT3) posted on your Moodle account, taking care to fill all information correctly.
• Turn it-in upload: A soft copy of your TMA and PT3 form should be uploaded to Turn it-in via the link posted on your Moodle account, within the cut-off date.
• This TMA is 20% of BE200 Grade.

For textbook: Principles of Marketing (Arab World Editions) with My Marketing Lab - refer to chapters 1, 2, 5 and 7




TMA 01

Case Study: Harley-Davidson

Few Brands engender such intense loyalty as that found in the hearts of Harley- Davidson owners. Long ago, Harley Davidson realized that the best way to create lasting relationships with its customers was to understand them on their own terms. The company spends a great deal of time and money in pursuit of that goal. It wants to know who its customers are, how they think and feel, and why they buy a Harley. That customer-centric strategy has helped build Harley-Davidson into a multibillion–dollar company with the largest company-sponsored owner’s group in the world.
Harley-Davidson has learned that it sells much more than motorcycles. The company sells a feeling of independence, individualism, and freedom. These strong emotional connections have made Harley- Davidson ownership much more of a lifestyle than merely a product consumption experience. To support that lifestyle, Harley- Davidson recognizes that its most important marketing tool is the network of individuals who ride Harleys. For this reason, Harley- Davidson engages its customer base through company-sponsored travel adventures, events, and other things, such as clothes and accessories both for riders and those who simply like to associate with the brand.
Answer the following questions:
Question 1: (30 Marks)
The first four steps in the marketing process involve building customer relationships. The final step involves capturing value in return.
a. Describe what is meant by customer relationship management (5 Marks)
b. Explain how does Harley-Davidson build long-term customer relationship? (10 Marks)
c. Describe the five marketing management concepts and explain which one describes best Harley- Davidson marketing strategy? (15 Marks)
Word count: 400 words
Question 2: (35 Marks)
a. Explain the difference between marketing segmentation, targeting, differentiation and positioning (15 Marks)
b. Compare and contrast undifferentiated, differentiated and concentrated targeting strategies. Which strategy do you think is the best? (12 Marks)
c. Based on the case and on your personal information, explain in details who are the segments targeted by Harley-Davidson. (8 Marks)
Word count: 300 words
Question 3: (35 Marks)
a. Explain and analyze the decision process buyers of motorcycles go through before purchasing their motorcycle. (15 Marks)
b. Do Harley-Davidson fans go through the same process? Explain. (10 Marks)
c. How might a marketer influence a consumer’s information search through each of the four information sources of the decision process? (10 Marks)
Word count: 400 words


Grades deduction for:
TMA Presentation: (up to 5 marks)
Up to 5 marks should be deducted for poor presentation or poor organization of the TMA outline and discussion or TMA presented without PT3.
Proper referencing: (up to 5 marks)
Referencing should be both in-text referencing, plus a list of references at the end using Harvard style. Up to 5 marks should be deducted for poor referencing.

Use of E-Library: (up to 5 marks)
A minimum use of 2 articles from AOU e-library is required to support the discussions. Up to 5 marks should be deducted for no use or poor use ofe-library.

Word count: (up to 5 marks)
The answers should be within the specified word count. A deviation of 10% is acceptable; if more, a deduction up to 5 marks will be applied.
Arab Open University Definitions of cheating and plagiarism
Plagiarism means copying from internet, from unreferenced sources, from other students’ TMAs or any other source. Penalties for plagiarism range from failure in the TMA or the course, to expulsion from the university.
According to the Arab Open University By-laws, “the following acts represent cases of cheating and plagiarism:
• Verbatim copying of printed material and submitting them as part of TMAs without proper academic acknowledgement and documentation.
• Verbatim copying of material from the Internet, including tables and graphics.
• Copying other students’ notes or reports.
• Using paid or unpaid material prepared for the student by individuals or firms.
• Utilization of, or proceeding to utilize, contraband materials or devices in examinations.”
Penalty on plagiarism: The following is the standard plagiarism penalty applied across branches as per Article 11 of the university by-laws was revisited and modified to be more explicit with regard to plagiarism on TMAs. Penalties include the following:
1) Awarding of zero for a TMA wherein more than 20% of the content is plagiarized.
2) Documentation of warning in student record.
3) Failure in the course to dismissal from the University.
All University programs are required to apply penalties that are consistent with the University by laws.

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BE200 – Marketing Management Tutor Marked Assessment Spring 2015 Read carefully the following instructions and both cases study, and then answer each question in an essay format. To support your analysis use relevant material from BE200 covered so far an
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