Question 1:

You work for a new regional airline that has recently started serving Mauritius. It is a low-cost budget airline.

a. Explain what are the characteristics of services, and analyse why it is important to the airline in the context of marketing.

b. Propose an effective extended marketing mix (7Ps) that will attract and retain customers for the airline.

Question 2:

a. You have been approached by a local university to provide advice on its marketing planning. Write a report that includes:

b. An evaluation of its current portfolio of course programmes by using any portfolio management tool of your choice.

c. Recommended product strategy for ensuring the expansion of the university.

Question 3:

Segmentation is fundamental to marketing. It suggests that different groups of customers may require different marketing initiatives.

Using examples, for organisations of your choice, critically evaluate how a segmentation approach has created value for the organisations and for the customers.