ECONOMICS
EC 351
MARKETING MANAGEMENT
One and One Half Hours (1
1
Hours)
2
TWO questions should be answered.
1.
What is positioning? Give examples of it being done either successfully or
unsuccessfully, and describe its role in conjunction with segmentation and
targeting.
2.
A manufacturer of hair shampoo is planning marketing research to help it
design a shampoo for the 21st century. It wishes to obtain accurate and
useful data about shampoo usage and preferences between different types of
product. Suggest some suitable questions for a questionnaire and a method
of selecting people to complete it.
3.
Critically evaluate the usefulness of the Product Life Cycle model for managing
the marketing mix.
4.
Give examples of the impact of environmental forces on the marketing mix.
How may such forces differ in domestic and international markets?
5.
Describe an appropriate promotional mix for a product or service of your
choice. How might the use of data from the firm’s Marketing Information
system make the promotion more effective?
6.
What is SWOT analysis? How might it help an airline improve its competitive
position?