1. The Marketing Process

The Marketing Process is divided into three phases: Diagnosis, Strategy and Execution. Briefly describe each aspect of the "Diagnosis" phase for an existing brand in the marketplace and explain its importance.

2. Setting Marketing Objectives

John Dawes proposes a framework for setting marketing objectives that includes four types of objectives and "assumptions".

You are planning the launch for a Yummy, a new premium dog food brand into the Toronto/GTA market.

Identify eight types of marketing objectives and assumptions (combined) across this framework that are appropriate for your marketing plan. Explain your choices and how they fit together.

3. Marketing Communications Planning

You are planning the marketing communications (promotions) for the launch of Yummy, a new premium dog food brand into the Toronto/GTA market. Explain the following concepts and how they can help you develop an appropriate plan

• ESOV
• The 60/40 rule
• The sales funnel
• Reach

4. Growing market penetration

Empirical evidence shows market penetration is the pathway to growth for brands in B2C and B2B repertoire and subscription markets and requires marketers to build two market-based assets: "mental availability" and "physical availability."

Explain these two market-based assets and the underlying pillars that marketers must focus on in building these assets.