Question 1:

After the market segmentation process has been completed, the organization should begin developing the marketing mix factors. Discuss.

Question 2:

Discuss the role and importance of promotional expenditures in each stage of the product life cycle. Illustrate your answer with suitable examples.

Question 3:

(a) In setting prices, it is essential to establish only target market objectives. Comment.

(b) If a company is to respond accurately to price changes, it must thoroughly understand its competitors. Discuss.

Question 4:

Sakibon, a new fast-food chain specializing in low-calorie, but highly tasty food, is a new entry in the industry. It must contend with strong and well established competitors such as KFC and McDonald. How can promotion help with the introduction of Sakibon? More specifically, does the communications flow model suggest kinds of communications that management should use to build sales and market share against these competitors? Discuss your answer.