Question:

(a) "The purpose of a company is to create a customer ... The only profit centre is the customer". In light of the statement define customers and explain the importance of customer focused strategies.

(b) The word Quality has been defined in several ways. Provide three strategic definition of Quality.

(c) What is consumer behavior and how it relates to the three elements of marketing strategy?

(d) Differentiate between the substitution effect and income effect of a price change and illustrate same by way of a diagram for the case of an inferior good.

(e) Define lifestyle market segmentation and using the holiday travel market, give two examples of this type of market segmentation.

(f) Why is it difficult for a clothing manufacturer operating in a number of different overseas markets to standardise its product?

(g) Explain what is meant by "diffusion of innovation" and why the consumer group of "early adopters" in this model is of particular interest to marketers.

(h) What is meant by derived demand (using an example of your choice)?

(i) Differentiate between Classical conditioning and Instrumental conditioning.

(j) Discuss the use of colour as a powerful marketing tool with reference to applications of information processing theory and perception.