Review of Paper on 4Ps to 4E’s of marketing in the wine industry

ASSESSMENT 1: Review of Paper on 4Ps to

4E’s of marketing in the wine industry

LB5202 Marketing Management 2020

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JBR article for review

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Guidelines

• Review of paper in max 1500 words by answering the question which has been set for this case study.

• Write paper in essay format

– Short introduction (what is the paper talking about)

– Body : The longest part of the paper • Your view and analysis of what was interesting in the paper – why

it was interesting, did you agree or disagree with the points you chose to discuss, cite some evidence from secondary research to make your point

– Conclusion • Implications for marketing management, lessons to be learnt and

implications for industry practice (do not just repeat the recommendation from the paper – justify your recommendation from your analysis and research)

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Additional information (1) • Secondary research (where to look)

– Market research reports – Newspaper reports and articles – Other journal articles – Databases for relevant trends (what other elements are relevant to successful

marketing today) • How to use & reference secondary research

– For example while citing data:[According to Mintel (2018) report on consumer uptake…56 % of consumers.] The reference for this citation is as follows: • Mintel (2018) ‘Consumer trends in Social Medial usage – November 2018’

Retrieved from Retrieved from http://academic.mintel.com – While citing another journal article [‘Albaum, Strandsov and Duerr (1994) have

described the sales response function…..]. The reference for this citation is as follows: • Albaum, G.A., Strandskov, J., Duerr, E., Dowd, L. (1994), International

Marketing and Export Management, New York: Addison-Wesley

• How to use & reference secondary research – If your secondary sources are not acknowledged they will be considered as

plagiarized for which there are severe penalties.

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Additional information (2)

• Proof read your essays thoroughly

• Use tables, diagrams and further analysis of data to support your recommendations

• Give page numbers

• Double or 1.5 spacing between sentences for ease of reading and marking

• DO NOT use bullet points in any part of the essay

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