Pathway MSc Marketing Suite / MSc Business Project Management / MBA Module Marketing Management Module code BMK

0101

In-Class Test 21st January 2011 9:11 11:15 BSG/23 Candidates must answer three questions only 1. You have been approached by the manufacturer of a new range of childrens (25 marks) toys. Your brief is to produce segmentation, targeting and positioning strategies for the launch of the new range. (a) Develop a detailed marketing mix programme for a new coffee shop located in (15 marks) Huddersfield. What problems does the shop face as a result of providing a service rather than (10 marks) a tangible product, and what strategies are available to overcome these problems? Using a framework of your choice, conduct an environmental analysis for a (15 marks) University based in the UK. To what degree are the environmental factors outside the control of the (10 marks) University? Produce a 2 year marketing plan for a company of your choice. (25 marks)

2.

(b)

3.

(a)

(b)

4. 5.

Using a range of examples from across industries, explore what options are (25 marks) available to an organisation for creating and sustaining a competitive advantage. (a) Provide a detailed outline of the stages involved in developing a new model of (15 marks) mobile phone. How can the phone manufacturer organise effectively for new product (10 marks) development? Using examples, examine how marketing strategies vary through the different (15 marks) stages of a product life cycle. Using examples, demonstrate how marketers can use the concept of the (10 marks) diffusion of innovation to more effectively market their products/services, and how this concept is related to the product life cycle.

6.

(b)

7.

(a)

(b)