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MARKETING
POLICY & STRATEGY
Instructions to candidates:
a) Time
allowed: Three hours (plus an extra ten minutes’ reading time at the start – do
not write anything during this time)
b)
Answer any FOUR questions
c) All
questions carry equal marks. Marks for each question are shown in [ ]
1.
Discuss the key issues of segmentation and how this could enable Mallard Drake
to re-brand their products. [25]
2.
Product positioning is a key aspect of marketing. Mallard Drake appear to have
put very little thought into their Christmas range and its positioning. Discuss
their problems in this area and suggest how they could have resolved this
problem. [25]
3. Assess
the benefits of strategic alliances and mergers for Mallard Drake and make
recommendations on which they should choose. [25]
4.
Xcelsior Toys clearly failed to take into account personal consumer behavior in
their business planning. What are the major influences on a buyer’s decision
making? [25]
5. How could a better
understanding of the marketing mix enhance the company’s profits? [25]