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AUGUST EXAMINATIONS 2022

Marketing Management

1. Critically evaluate the view of Levitt that in order to understand and serve the needs and wants of their customers that organisations need to identify the industry they are situated in.

2. Discuss why the marketing mix has had to change over time in order to meet the changing nature of society.

3. ‘Positioning is the battle for the mind’. Evaluate the importance of profiling market segments in order to position a brand in the minds of target audiences.

4. Assess how an understanding of the psychology of target customers might help marketers to drive them through the descision making process (DMP). How might other factors have an impact on customers?

5. Qualitative methods of market research attempt to understand how customers think. Discuss the relevance of this approach in the modern past paced changing world.