Cim Certificate

Topics: Marketing, Takeover, Scientific method Pages: 3 (677 words) Published: November 22, 2010
CIM PROFESSIONAL CERTIFICATE IN MARKETING
ASSESSING THE MARKETING ENVIRONMENT
CASE STUDY: Cadbury
MOCK EXAM FOR THE DECEMBER 2010 PAPER
Part A – Answer All Tasks (40%)
It is recommended you spend approximately ONE hour on Part A

Task One
Define the following terms and briefly explain their significance to Cadbury • Brand extension
• Fairtrade
• Nostalgia
• Hostile takeover
(8 marks) CIM PROFESSIONAL CERTIFICATE IN MARKETING
ASSESSING THE MARKETING ENVIRONMENT
CASE STUDY: Cadbury
MOCK EXAM FOR THE DECEMBER 2010 PAPER
Part A – Answer All Tasks (40%)
It is recommended you spend approximately ONE hour on Part A Task One
Define the following terms and briefly explain their significance to Cadbury • Brand extension
• Fairtrade
• Nostalgia
• Hostile takeover
(8 marks)
Task Two
Outline TWO key social developments and their impact on product innovation in the confectionary market (8 marks)
Task Three
Explain ONE opportunity and ONE threat presented by the rise in the ‘ethical consumer’ for Cadbury (8 marks)
Task Four
Describe and explain TWO political factors that could influence the future growth of Cadbury (8 marks)
Task Five
Suggest TWO research methods that Cadbury could use to monitor the success of their advertising campaigns with customers (8 marks)
PART B – Answer All Tasks (60%)
It is recommended you spend approximately TWO hours on Part B Role
You are a Marketing Assistant for Cadbury and have been asked by the Marketing Manager to prepare a short report for circulation to the Marketing Team. Based on your knowledge of this unit and your analysis of the Cadbury case study material previously provided, address the following tasks. Your previously prepared PESTEL and SWOT analyses must be included as appendices to your report. Task Six

(a) Outline and explain the trends in the macro environment that are influencing acquisitions and mergers in the confectionary industry (10 Marks)
(b) Evaluate the impact and influence of...
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