Evaluate TWO brand strategies that can be considered by marketing management and comment on the value of branding to the marketing of products and services

Evaluate TWO brand strategies that can be considered by marketing management and comment on the value of branding to the marketing of products and services

STRATEGIC MARKETING MANAGEMENT

 

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 FIVE questions

c) All questions carry equal marks. Marks for each question are shown in [ ]

 

1. Evaluate TWO brand strategies that can be considered by marketing management and comment on the value of branding to the marketing of products and services. [20]

 

2. Critically appraise the value of Ansoff’s product-market matrix in selecting marketing strategies. [20]

 

3. Explain what you understand by the following marketing terms:

 

a) Penetration pricing

b) Going rate pricing

c) Consumer sales promotions [20]

 

4. Describe the financial ratios you would use in order to complete interfirm comparisons within a specific industry. [20]

 

5. One of your clients has asked you to advise him on the stages to be considered in order to conduct a marketing audit. What advice would you provide to your client? [20]

 

6. Compare and contrast THREE control mechanisms that can be considered by marketing practitioners and summarise their benefits and limitations. [20]

 

7. Write notes on THREE of the following:

 

a) Selective distribution

b) Packaging

c) The value chain

d) Public relations [20]

 

8. Distinguish between psychographic and geo-demographic market segmentation and describe the variables that can be used in order to apply these segmentation approaches. [20]


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