Marketing Management

Marketing Management

Mock Exam Questions

Question 1

Services constitute a large percentage of the economy and furthermore are the fastest growing sector in the modern economy. However, the marketing of a service has several differences compared to the marketing of a product. Explain the issues a marketer of services needs to consider in developing their marketing strategy.

Question 2

Using 2 examples with which you are familiar, one being a service company and the other a retail company explain why and how the companies have segmented their offerings.

Question 3

Using examples, discuss the various stages of the product life-cycle. How can a business manipulate and control products at various life-cycle stages to achieve competitive advantages?

Question 4

What strategies are available to the marketer to demonstrate corporate social responsibility? Provide examples to illustrate your points.

Question 5

“Brands are at the heart of marketing and business strategy” (Doyle, 2006, p. 163). Discuss the assertion using examples of brands to illustrate your points.

Question 6

Many non-profit organizations are creating marketing departments and hiring Marketing Managers from the for-profit sector. Critically discuss how the marketing function might be similar or different in both sectors.

Question 7

A retailer has asked the Marketing Department to undertake market research to determine the reasons sales have dropped off. Explain the various methods of investigation available to the marketer.

Question 8

Outline the concept of Relationship Marketing and Customer Relationship Management. Discuss what you think such an arrangement is trying to achieve.

Question 9

“Marketing today is not a function; it is a way of doing business.” Evaluate this statement.

Question 10

Discuss how changes in the Micro and Macro environment affect the marketing of a business of your choice.

Question 11

Why do businesses increasingly use IMC? Critically...