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Question 1:
You work in a travel agency. Recently published market research has revealed the existence of a variety of different types of customer who book package holiday.
(a) Explain the term segmentation, targeting and positioning process.
(b) What variables would you use to identify different market segments for the travel agency? Illustrate your answer with examples.
Question 2:
(a) With the help of a diagram, explain one model of buyer behavior and discuss the various stages of the buyer decision process.
(b) What are the different factors affecting consumer behavior? Illustrate your answers with examples.
Question 3:
Explain what is meant by the term marketing environment and discuss the main factors that organisations should consider when designing marketing plans.
Question 4:
(a) Distinguish between exclusive, intensive and selective distribution strategy. (b) What are the factors that influence the choice of distribution strategy?
Question 5:
As far as the marketing of services is concerned, it is argued that the traditional 4 P's are not enough to describe the marketing mix. Discuss.
Meaning of the promotion mix: Promotion mix refers to the combination of the various promotional elements viz, advertising, personal selling, publicity and sales promotional te
explain the various approaches that are followed by FMCG companies in test marketing?
Give examples of product line strategies.
the buying situation characterised by low consumer involvement but are significantly brand loyal are known as..
What are various perspectives to explain E-Commerce? E-Commerce can be defined through various perspectives, which are given below: a. Communications perspective b. Bus
Personal selling process: the personal selling process is a logical sequence of steps that a sales person takes in dealing with a prospective customer. The approach of selling me
Tool Belt Store (TBS) is expanding its chain of hardware stores across the country. TBS has more than 5,000 full-time employees and more than 20,000 part-time employees. TBS recent
Q. Explain about Promotion Mix? Meaning: - Promotion is the co-ordination of every one seller initiated efforts to set up channels of information as well as persuasion in orde
Brand loyalty: The starting point in understanding brand equity is the extent to which a brand enjoys customer loyalty. It is important to discriminate between habitual buying
Formulating the Marketing Strategy: Formulation of marketing strategy consists of two main steps: 1. selecting the target market. 2. positioning the offer. 3. assembli
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