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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]