Differences between relationship and target marketing

Assignment Help Marketing Management

Reference no: EM132568320

MBA7003 Marketing - Gulf College

Part A

Multiple choice of 10 questions designed to test the breadth of knowledge across the module topics

Question 1 Which of the following is the best definition of marketing?

a) The management process responsible for identifying, anticipating and satisfying customer needs profitably
b) The management process responsible for developing, driving and controlling the organisation's sales activities
c) The management process responsible for communicating with customers, both current and potential.
d) The management process responsible for maximising the use of organisational resources

Question 2. This is an important group of consumers because they are required to kick-start the adoption process. These people like new ideas, are often well educated, young, confident and financially strong. The correct term for this group is:

a) Laggards
b) Innovators
c) Early majority
d) Late majority

Question 3.
Which of the following is NOT normally part of a Macro- environmental analysis?

a) Political forces
b) Suppliers
c) Economic factors
d) Socio-cultural trends

Question 4.
The first, and probably the most crucial, stage of the marketing research process involves:

a) Undertaking the data analysis and interpretation
b) Management problem definition
c) Deciding the research plan
d) Data collection

Question 5.
In Porter's (1985) five forces, what is meant by `Threat of substitutes'?

a) The threat from direct competitors making the same type of product as your organisation
b) The threat that key organisational personnel might have to be replaced at critical times
c) The threat of new competitors entering the market
d) The threat from different types of product which meet the same needs as the products marketed by your organisation

Question 6. A group of people chosen from a defined population to be survey respondents or research participants is called a:

a) Quota
b) Cluster
c) Sample
d) Segment

Question 7. In the Boston Consulting Group (BCG) Portfolio Analysis matrix, market growth rate is used as an indicator of a product/brand's:-

a) Current profitability
b) Performance in the market within which it operates
c) Current sales performance
d) Potential for future profitability

Question 8.
According to Blackwell and Engel (2005), what are the five roles within the B2B buying centre?

a) Initiator, Influencer, Decider, Buyer, User
b) Assistant, Executive, Manager, Director, CEO
c) Window shopper, active shopper, passive shopper, positive shopper, negative shopper
d) Junior buyer, buyer, senior buyer, merchandiser, merchandising director

Question 9.
According to the Ansoff Growth Vector Matrix, pursuing growth by marketing exiting products in existing markets is described as:

a) Diversification
b) Product development
c) Market Penetration
d) Market development

Question 10.
Which of the following best describes `Marketing Myopia' as described by Levitt (1960)?

a) A failure to conduct a comprehensive environmental audit
b) A failure to focus on new product development
c) A failure to understand the long-term development of markets in terms of customer needs rather than products
d) A failure to invest sufficient resources in marketing activity

Part B
Essay questions designed to test knowledge of marketing theory and its application

Please answer 2 essay questions from 3

Question 1

i) Explain the differences between relationship marketing and target marketing

ii) Evaluate the appropriateness of each approach in the following markets:
• Management consultancy
• Women's clothing

Question 2

Contemporary marketing has been influenced by the increasing use of social networking sites by brand owners.
i. Giving examples, analyse the different roles that social networking sites can play in an organisation's marketing activities
ii. Evaluate the potential of social networking media as a marketing tool.

Question 3

i) Discuss brand equity and brand values.
ii) By considering a company you are familiar with in the Middle East, explain how it has used these concepts to build powerful brand?

Attachment:- Marketing Examination.rar

Reference no: EM132568320

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