Submitted by: Submitted by vikneswaran36
Views: 151
Words: 310
Pages: 2
Category: Business and Industry
Date Submitted: 03/09/2013 02:34 AM
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...