Question 1
- Choose a real company that sells inventory (the company may also sell services, but it must sell inventory). Write a brief description of the company’s sales process. Make sure to describe the relationship between orders (if the company takes orders), sales and receipt of cash. Include details about the resources and agents, both internal and external, involved in the process. You may draw an activity model to help describe the company if you want.
- Using your company description, draw a REA model of the sales process. The model should include all necessary classes, relationships and multiplicities/cardinalities needed to create a database to record the events in the sales process.
- Create an Access database based on the REA model you created. The database must include all necessary tables and relationships described in the REA model. For each table (excluding many-to-many join tables), you should include at least 3 attributes appropriate to the table. Each table must have a Primary Key.
Question 2
By reference to academic literature, explore, evaluate, and critique, the concept of Segmentation, Targeting & Positioning (STP). Use appropriate industry examples (plural) to exemplify how organisations (plural) have applied STP, to demonstrate your learning and application of this topic.
Indicate how any company could apply the concepts around STP, making generic recommendations.
You are required to produce an essay that demonstrates your understanding of this key aspect of strategic marketing.
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