Question 1:

(a) Using examples, differentiate between the terms "micro? marketing environment and "macro" marketing environment?

(b) Moutinho (2000) argues that the PESTLE framework is a broad bush form of external analysis and it is scarcely adequate for service industries. In an attempt to support Moutinho?s argument, critically explain his model in the context of any service industry of your choice.

Question 2:

(a) Using examples, explain the term "market segmentation", "market targeting" and "market positioning".

(b) Identify and explain any three types of market segmentation you would ideally apply if you were a seasonal product trader. Describe your answer with examples

Question 3:

Marketing planning is instrumental for the long-term survival of any industry. Using examples outline and explain any 4 reasons why a company would invest in the formulation and implementation of a marketing plan.