BSc (Hons) Management
Cohort: BMAN/11/FT Jan Examinations for 2011– 2012 Semester I /2011 Semester II MODULE: MARKETING MANAGEMENT MODULE CODE: MKTG 1107 Duration: 2 Hours and 10 Minutes
Instructions to Candidates:
1. 2. 3. 4. 5. This question paper consists of Section A and Section B. Section A is compulsory. Answer any two questions from Section B. Always start a new question on a fresh page. Total Marks: 100.
This question paper contains 4 questions and 4 pages.
Page 1 of 4
SECTION A: COMPULSORY QUESTION 1: (40 MARKS)
You work in the marketing department of Emtel Ltd, and the company will soon be launching the new Samsung smart phone. As a marketer, you know that you cannot appeal to all buyers in the market, in that they are too numerous, too widely scattered and too varied in terms of their needs and buying habits. Emtel Ltd thus needs to practice market segmentation, target marketing and market positioning.
(a) Describe the concepts of market segmentation, target marketing and market positioning. (9 marks)
(b) Use the example of Emtel Ltd above to explain how demographic segmentation and psychographic segmentation can help the company properly segment the cellphone market. (14 marks)
(c) What are the 4P’s of the marketing mix? Briefly explain each with regards to the Emtel case. (12 marks)
London will be hosting the 2012 Olympic Games, and a company conducted a survey to help understand why some British people play sports and some don’t. The survey had different criterias and the results enabled the company to generate different sporting segments with regards to peoples’ attitudes and motivations towards sports. In line with the survey conducted on the British people, Nike will be launching new sport products in the UK just before the start of the Olympic Games. The target markets will be identified from the survey conducted.
(d) Nike has the option of either going for undifferentiated marketing or differentiated...
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