Assignment Task / Description:
1. Define Marketing. What is marketing process as set out in your text book. Explain the
various elements of marketing process. ( LO1; Assessment Criteria 1.1)
1. Define Marketing. What is marketing process as set out in your text book. Explain the
various elements of marketing process. ( LO1; Assessment Criteria 1.1)
2. Select an organization of your choice, identify the marketing orientation it focuses on and
evaluate the benefits and costs of the marketing orientation for the selected organization
( LO1; Assessment Criteria 1.2)
evaluate the benefits and costs of the marketing orientation for the selected organization
( LO1; Assessment Criteria 1.2)
3. The Dunkin Donut Case: ( LO1; Assessment Criteria 1.2)
For more than 50 years, Dunkin Donuts has offered customers throughout the United
States, and around the world, a consistent experience the same donuts, the same coffee,
the same store d cor each time a customer drops in. Although the chain now offers iced
coffee, breakfast sandwiches, smoothies, gourmet cookies, and Dunkin Dawgs in
addition to the old standbys, devoted customers argue that it s the coffee that sets
Dunkin Donut apart. To keep customers coming back, the chain still relies on the recipe
that founder Bill Rosenberg crafted more than 50 years ago.
The company is so concerned about offering a consistent, high-quality cup of coffee that
managers in Dunkin Donut s Tree-to-Cup program monitor the progress of its coffee
beans from the farm to the restaurant. The result? Dunkin Donuts sells more cups of
coffee than any other retailer in the United States 30 cups a second, nearly one billion
cups each year. Building on that success, the company plans to more than triple its
current number of stores, amassing 15,000 franchises by the year 2015.
For more than 50 years, Dunkin Donuts has offered customers throughout the United
States, and around the world, a consistent experience the same donuts, the same coffee,
the same store d cor each time a customer drops in. Although the chain now offers iced
coffee, breakfast sandwiches, smoothies, gourmet cookies, and Dunkin Dawgs in
addition to the old standbys, devoted customers argue that it s the coffee that sets
Dunkin Donut apart. To keep customers coming back, the chain still relies on the recipe
that founder Bill Rosenberg crafted more than 50 years ago.
The company is so concerned about offering a consistent, high-quality cup of coffee that
managers in Dunkin Donut s Tree-to-Cup program monitor the progress of its coffee
beans from the farm to the restaurant. The result? Dunkin Donuts sells more cups of
coffee than any other retailer in the United States 30 cups a second, nearly one billion
cups each year. Building on that success, the company plans to more than triple its
current number of stores, amassing 15,000 franchises by the year 2015.
What marketing orientation does Dunkin Donut follow here and why? Give
reasons and justification.
reasons and justification.
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