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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.
Prepare a report describing the main influences on consumer buying behavior and
provide examples to support your explanations. [20]
2.
Compare and contrast THREE pricing methods that can be considered by marketing
management and summarize the benefits and risks associated with EACH method.
[20]
3.
Critically apprise THREE advertising media that can be used in order to support
the launch of a new range of cosmetics for men. [20]
4.
Explain the following marketing terms to a group of marketing students:
a)
Integrated marketing
b)
Relationship marketing
c)
Performance marketing [20]
5.
Advise one of your clients on the importance of effective marketing research
and identify the key elements of the marketing research process. [20]
6.
Explain the importance of developing new products and describe the approach to
be used for the development of a new product. [20]
7.
Write notes on THREE of the following:
a)
Niche marketing
b)
Demographic segmentation
c)
Product hierarchy
d) The
role of packaging within the marketing mix [20]
8. What
is your understanding of the term brand
equity? Discuss the main criteria you would consider in
selecting a brand name for a product or service. [20]