Marketing
Submitted by: Submitted by ellis2230
Views: 242
Words: 1371
Pages: 6
Category: Business and Industry
Date Submitted: 11/12/2012 05:17 PM
Final
exam
hints
3-‐4
pages
each,
3
questions
30%,
10%
each
Areas:
• Target
audience
• CSR
• CRM
• Not-‐for-‐profit
• Ethics
1.
You
are
the
campaign
manager
for
a
new
anti-‐smoking
campaign
(targeting
existing
smokers
to
quit)
(blood
donation
campaign
for
supp
exam).
In
developing
your
campaign
you
want
to
use
and
appropriate
segmentation
tool
that
focuses
upon
behavioural
change.
You
need
to
explain
to
your
team:
o The
most
appropriate
segmentation
technique
to
use
o How
you
will
select
which
segment
to
target
o How
to
apply
this
segmentation
technique
and;
o Which
strategies
(ten
processes
of
change)
are
most
appropriate
for
your
chosen
target
• Prepare
and
to
your
team
addressing
these
points.
2.
You
work
as
the
program
development
manager
for
an
environmental
advocacy
organisation
in
Australia
(e.g.
a
not-‐for-‐profit
organisation
like
Greenpeace).
Your
organisation
has
decided
for
the
first
time
to
develop
a
social
marketing
campaign
that
relies
on
seeking
funds
through
cause
related
marketing
• Outline
the
criteria
that
will
guide
your
search
for
the
most
appropriate
commercial
partner
(for-‐profit)
• Discuss
the
possible
benefits
you
will
present
to
potential
partners
as
a
result...
