Assignment & Case

Marketing Week 1

Literature:
CH1: Marketing
CH3: The Marketing Environment
Instruction
Complete with your team (max. 5 students) the assignments and
case. Please use the answer form in doing so.
Please hand in your final version before the first session week 2
(TT1) by uploading it to the sharepoint site of the course Marketing
(https://cursussen.sharepoint.hu.nl/fem/24/MPEN-MKG14/Lists/Dropbox/AllItems.aspx) or by giving it in hardcopy to your
lecturer (depending on the agreements made with your class
lecturer).
Dont forget to bring a hardcopy or softcopy version of your answers
to class and prepare as a team how you will be presenting your
answers.
For the presenting teams, Prepare a PPT presentation of maximum
15 minutes.
Prepare a hand-out.
Take notice of the Evaluation Grid of Oral Presentation (How is an
oral presentation judged)

N.B. This is a team exercise. Every group member is responsible for

the work which is handed in at the deadline. Hence every group

Utrecht, 2016-2017, annette.ammeraal@hu.nl

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member may be asked by the instructor to clarify your teams

answers.

Assignment & Case overview:

Week 1: Introduction into Marketing & Marketing Environment

Lecturer
TT1
TT2

General explanation of the course

Lecturers explains assignments next
week
CH1: Introduction into Marketing
CH2: Understanding the marketplace
and consumers
CH3: Marketing environment, internal
and external
Lecturer presents Practical examples of
CH1,CH2, CH3

TT3

Students

Homework for
week 2:

Read CH1,CH2,CH3

Practice MC questions week 1

Practice calculations
- Marketing by the numbers CH2
#1,2
6th edition p63-64
- Marketing by the numbers CH3
#1.
6th edition p100
(See Sharepoint pdf file
marketing by the numbers)

Read CH5,CH6,
Practical Examples
CH5, CH6
Company Ass.# 1
Case: Pegasus airlines
CH1 6th edition p36-37
(see Sharepoint Case
study PDF file)

Assignment # 1
(60 points: 10 per question, 20 points for questions 1 and 2)
1) Select an industry
Examples of industries are: transport, energy, IT and computers,
supermarkets, publishers, garden centres, travel agencies, employment
agencies, etc.
1a) Please mention for your industry of choice at least 6 relevant
developments in its macro-environment. (20 points)
2) Please select a company or brand which operates in your industry of
choice. The company or brand of choice must have both consumer - and
business clients and must opeate internationally. It is best not to take an
SME (small medium entreprise).
2a) Please mention for your company or brand of choice at least 6
relevant developments in its micro-environment. (20 points)
Utrecht, 2016-2017, annette.ammeraal@hu.nl

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3) From this companys or brands perspective, do the developments you

identified in the macro- and micro-environment, have a positive or
negative impact for the particular company or brand?
4) Draw an organisational chart of your company of choice. Include all
sister companies and SBUs (Strategic Business Units).
Case Week 1: Pegasus Airlines
(40 points)
Please read the case on page 36-37 and answer the following questions:
Question 1: Give examples of the needs, wants and demands that
Pegasus customers demonstrate, differentiating these 3 concepts. What
are the implications of each for Pegasus practices? (10 points)
Question 2: Describe in detail all the facets of Pegasus product. What is
being exchanged in a Pegasus transaction? (10 points)
Question 3: Which of the 5 marketing management concepts best applies
to Pegasus? (5 points)
Question 4: What value does Pegasus create for its customers? (10
points)

Utrecht, 2016-2017, annette.ammeraal@hu.nl

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Question 5: Is Pegasus likely to continue being successful in building

customer relationships? Why or why not? (5 points)Answer Form

Marketing Week 1

(Total points to be earned:

100)
Team #
.. Class
..
Names:
..
..

..

..

Assignment # 1
(60 points: 10 per question, 20 points for questions 1 and 2)
1) Select an industry: (20 points)
Industry:

1a) Please mention for your industry of choice at least 6 relevant

developments in its macro-environment.
1a) Developments in the macro environment

(3) + or impact

1
2
3
4
5
6

Explanations:

2) Please select a company or brand which operates in your industry of

choice. The company or brand of choice must have both consumer and business clients. (20 points)

Utrecht, 2016-2017, annette.ammeraal@hu.nl

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Company or brand:

2a) Please mention for your company of choice at least 6 relevant

developments in its micro-environment.
2a) Developments in the micro environment

(3) + or impact

1
2
3
4
5
6
Explanations:

3) From this companys or brands perspective, do the developments you

identified in the macro- and micro-environment have a positive or
negative impact for the particular company or brand? (See tables
abover for questions 1a and 2a for indicating positive (+) or negative (-)
impact and/or type an explanation here) (2 x 5 = 10 points)

4) Draw an organisational chart of your company of choice. Include all

sister companies and SBUs (Strategic Business Units). (10 points)

Utrecht, 2016-2017, annette.ammeraal@hu.nl

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Case Week 1: Pegasus Airlines

(40 points)
Please read the case on page 36-37 and answer the following questions:
Question 1: Give examples of the needs, wants and demands that
Pegasus customers demonstrate, differentiating these 3 concepts. What
are the implications of each for Pegasus practices? (10 points)

Question 2: Describe in detail all the facets of Pegasus product. What is

being exchanged in a Pegasus transaction? (10 points)

Question 3: Which of the 5 marketing management concepts best applies

to Pegasus? (5 points)

Question 4: What value does Pegasus create for its customers? (10
points)

Question 5: Is Pegasus likely to continue being successful in building

customer relationships? Why or why not? (5 points)

Utrecht, 2016-2017, annette.ammeraal@hu.nl

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\
Log book Assignment 1
Team name: .
Group members:

Tasks for
this week.

Who
agreed to
take this
task.

Was it
turned in by
the
deadline
Yes/No

Utrecht, 2016-2017, annette.ammeraal@hu.nl

Was it of
sufficient
quality
Yes/No

If deadline
or quality
not met
then who
fixed it?

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Utrecht, 2016-2017, annette.ammeraal@hu.nl

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