Part1 2019

Q. a) Explain three (3) marketing concepts adopted by organisations to carry out their marketing strategies. (15 marks) b) Explain the role of marketing in a company's strategic planning to create and deliver customer value. (10 marks) (25 marks, 2019 Q1) A. Ref:

Q. a) Determine the four (4) variable groups known as "four Ps" for marketing mix used by the organisation to carry out its marketing strategies. (5 marks) b) With the use of examples in relation to the marketing of residential properties, explain how two (2) variables of marketing mix are used in the development of marketing strategies that meet the customers' need. (20 marks) (25 marks, 2019 Q2) A. Ref:

Q. a) Explain the five (5) product levels within the customer value hierarchy. (10 marks) b) Discuss the various stages of new product development by using a residential property development as an example. (15 marks) (25 marks, 2019 Q3) A. Ref:

Q. a) Elaborate on two (2) bases/variables for property purchasers market segment. (10 marks) b) Explain the market-targeting strategies that firms can choose after identifying the best market segment. (15 marks) (25 marks, 2019 Q4) A. Ref:

Q. a) Discuss two (2) elements of a company's internal environment and how each may affect a company's marketing operation. (10 marks) b) Discuss three (3) variables within the company's micro environment and how they affect its marketing activities. (15 marks) (25 marks, 2019 Q5) A. Ref:

Q. a) Elaborate on the pricing strategies for a new product during the introductory stage. (15 marks) b) Explain the difference between value-based pricing and cost-based pricing. (10 marks) (25 marks, 2019 Q6) A. Ref:

Q. a) As marketing companies move away from mass marketing towards target marketing, firms are focusing on the buyers who have greater interest in the values they create best. Discuss the steps in designing a customer-driven marketing strategy. (10 marks) b) Discuss three (3) advantages of marketing segmentation in the development of a customer-driven marketing strategy. (15 marks) (25 marks, 2019 Q7) A. Ref: