To help with any queries you may have about the examination, I have written some guidelines below. You will have had experience preparing exam questions in your review sessions. The following document provides some further hints and tips, with some sample questions at the end. I have also attached a document with questions from January and Resit last year, with an outline of what the answer should contain.
What do I have to do?
In the examination, you will be asked to select three questions to answer from a choice of six. Very broadly, these areas might be taken from the nine major sections listed in the course outline as below.
3) Marketing to Consumers & Consumer Behaviour
* Why is customer analysis an important component of strategic marketing management? Making reference to a company of your choice suggest TWO models that can be used in undertaking such an analysis.
* With reference to models and products of your choice, describe both the Consumer Buying Process and four common types of behaviour that consumer’s exhibit.
* Explain, using examples, how marketers try to influence consumers at the different stages of the consumer decision process.
5) Product Strategy, Brand Management
* Describe and discuss each of the key stages involved in new product development and explain why innovation is a key marketing strategy for organisations today.
* What is the Boston share/growth matrix? [30] In turn, give an example product for each of the four boxes and describe the marketing implications. [70]
* What is a positioning map and how are they useful to marketers? [50] For an industry of your choice draw an example of a positioning map with at least 6 product/brands located on it according to appropriate criteria with comments on the strengths and weaknesses of each location. [50]
* Assess the advantages and disadvantages of brand extensions. Use appropriate examples