Question 1:

(a) Explain what you understand by the term marketing concept and how it evolved from the production concept and the sales concept?

(b) How does the marketing concept differ from the sales concept?

Question 2:

A company's marketing environment consists of the micro environment and the macro environment.

(a) What do you meant by the term macro environment?

(b) List and explain key components of the macro environment.

Question 3:

(a) Describe the term market segmentation and outline the reasons why businesses would segment their market.

(b) Explain with examples the four main bases for segmentation in consumer markets.

Question 4:

(a) Define advertising and discuss on its role within the marketing mix.

(b) Explain the stages in an advertising campaign.

Question 5:

(a) Briefly describe the stages of marketing research process.

(b) Distinguish between primary data and secondary data and summarise the advantages and limitations associated with each.

Question 6:

(a) Define the term product life cycle (plc).

(b) With the aid of a diagram explain the different stages of the plc.