Baba

Question 1

a) Classify the following as convenience, shopping or specialty goods: (pg226)

i. Laundry Detergent

ii. A Rolex watch

iii. A Lamborghini

Give reasons for your answer.

(12 marks)

b) It is argued that every product goes through a product life cycle (PLC). Explain any three strategies a marketer may employ at the maturity stage of the plc, clearly explaining what the maturity stage entails.

(8 marks)

(Total: 20 marks)

Question 2

a) List and describe the six steps in the adaption process.

(8 marks)

b) Explain the characteristics that influence an innovation’s rate of adoption.

(12 marks)

(Total: 20 marks)

Question 3

a) Define the following terms:

i. Macroenvironment

ii. Microenvironment

iii. Marketing Intermediaries

iv. Marketing Environments

(8 marks)

b) The company and all of the other actors operate in a larger Macroenvironment of forces that shape opportunities and pose threats to the company. Please elaborate the six major forces in the company’s macroenvironment.

(12 marks)

(Total: 20 marks)

Question 4

(a) Explain the term “market segmentation”.

(4 marks)

(b) What are the bases commonly used for segmentation?

(10 marks)

(c) What are the factors to be considered when identifying a target segment?

(6 marks)

(Total : 20 marks)

Question 5

Discuss the following Pricing Strategies with examples:-

(a) Price Skimming (5 marks)

(b) Price Penetration (5 marks)

(c) Price Discrimination (5 marks)

(d) Psychological Pricing (5 marks)

(Total...