Economic Value to the Customer

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Final Examination
Marketing management
(208522)
Date: from April 11, 2011 to April 18, 2011
Dr Parameth Voraseyanont

First and Family name.............................................................................................................................................................. Student I.D. …………………………………………………. Major............................Human resources Management....................... Examination room............................ take home examination..................................Seat Number..........................................

Instructions
(1) There are 8 essay questions, complete all questions with critical thinking and well thought discussions. (2) It is an open-book examination—all learning and outside reading materials are welcome. (3) The examination questions are not allowed to publicize (4) Answer under each question.

(5) The answers need to be returned by email to me at Parameth@buu.ac.th /cc. aceunsw@hotmail.com before 11.50 p.m. on April 18th ,2011.

Essay Questions:
1. Please outline the market planning process (with well clarified component in marketing plan)? Also identify and explain at least 5 frequent mistakes in the planning process?

2. A chilled-food manufacturer (based in Cambodia) is considering expanding its markets into P.R. China and Thailand in coming years. You are assigned by the CEO to working on this project. What are factors (and information) you may needed to analyze ‘attractiveness’ of P.R. China and Thailand market, and what would you recommend to CEO about attractiveness of those market? Please use real information to illustrate and support your decisions.

3. Please clarify and explain the economic value to the customer (EVC)? (Note: you should start explain by basic concept, then example, implications and limitations of this methods)

4. What is/are relationship (s) between product life cycle and marketing strategy? Also suggest a strategy on each stage of life...
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