Question 1:

You work in a travel agency. Recently published market research has revealed the existence of a variety of different types of customer who book package holiday.

(a) Explain the term segmentation, targeting and positioning process.

(b) What variables would you use to identify different market segments for the travel agency? Illustrate your answer with examples.

Question 2:

(a) With the help of a diagram, explain one model of buyer behavior and discuss the various stages of the buyer decision process.

(b) What are the different factors affecting consumer behavior? Illustrate your answers with examples.

Question 3:

Explain what is meant by the term marketing environment and discuss the main factors that organisations should consider when designing marketing plans.

Question 4:

(a) Distinguish between exclusive, intensive and selective distribution strategy.
(b) What are the factors that influence the choice of distribution strategy?

Question 5:

As far as the marketing of services is concerned, it is argued that the traditional 4 P's are not enough to describe the marketing mix. Discuss.