Prepare a report describing the main influences on consumer buying behavior and provide examples to support your explanations

Prepare a report describing the main influences on consumer buying behavior and provide examples to support your explanations

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]


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