CONFIDENTIAL COURSE CODE DATE DURATION TIME OFENY NIVERSITY MALAYSIA MAY SEMESTER 2012 FINAL EXAMINATION ADVANCED MARKETING MANAGEMENT BPMM7103 9 AUGUST 2012 3 HOURS 9.00 AM - 12.00 NOON INSTRUCTIONS TO CANDIDATES 4. This question paper consists of TWO Parts - PART A and PART B. Read the instructions for each part carefully. 2. Write your answers in the Answer Booklet provided. This question paper consists of TWO PAGES of questions printed on both sides of the paper, excluding this page.BPMMTI03IMAY2012-FIAR PART A INSTRUCTIONS: 1. THERE ARE TWO (2) QUESTIONS IN THIS PART. 2. ANSWER BOTH QUESTIONS, Question 1 Compare and contrast the selling concept and marketing concept. Support your answer with relevant examples. [TOTAL: 20 MARKS] Question 2 Critically evaluate the following statement "the marketplace isn't what it used to be" in terms of societal forces that have created new behaviours, new opportunities and new challenges with relevant examples. [TOTAL: 20 MARKS]BPMMT10S/MAY2012-FIAA PART B INSTRUCTIONS: 1. THERE ARE FIVE (5) QUESTIONS IN THIS PART. 2. ANSWER THREE (3) QUESTIONS ONLY. Question 1 Critically discuss the advantages and limitations of global standardised marketing. Support your answers with relevant examples. [TOTAL: 20 MARKS] Question 2 Critically evaluate ‘green marketing’ in terms of obstacles and opportunities for an organisation. Elaborate your answer with relevant examples. [TOTAL: 20 MARKS] Question 3 Generation Y members are often turned off by overt branding practices and a "hard sell.” ‘As a marketing consultant, provide recommendations on how to reach, attract and persuade Generation Y members to have brand loyalty. Give relevant examples to support your answers. [TOTAL: 20 MARKS] Question 4 Critically analyse the statement below and suggest strategies that companies can adopt to form customer bonds, supported with relevant examples “Creating a strong, tight connection to customers is the dream of any marketers and often the key to long term marketing success. * [TOTAL: 20 MARKS] Question 5 Explain how producers/manufacturers are altering channel member's behaviour by using channel powers. Give relevant examples to support your answers. [TOTAL: 20 MARKS] QUESTION PAPER ENDS HERE