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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.
Approaches to environmental scanning: 1. Systematic approach: in this approach, formats for various issues are developed and is done systematically in a step by step fa
What are the corporate strategy of stakeholders A view which is becoming increasingly popular is that corporate strategy must be supported by the organisation's key stakeholder
The company 2TW manufactures and sells products overall Europe and is organised into dozens of strategic business units (SBUs). SBU managers, who report to regional directors, have
what are the advantages of upward strech
Customers in this market could be segmented in a variety of ways. The product/service could be targeted to a number of different market segments and marketers could develop a vari
What is pricing in functions facilitating exchange? Pricing: Determination of price of a product is a significant function of marketing manager. Product’s price is influen
Ask a managing director of a large company made the following statement: "to be successful in business, all you need is a customer. you don''t need any of those tight little academ
Mega marketing: It is the strategic coordination of the economic, psychological, and political and public relations skills to gain the corporations of a number of the parties i
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Major decisions in sales promotion: in using sales promotion a company must establish its objectives select the tools develop the program pretest the program implement and control
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