Questions Agro-Marketing (Prof.

Verbeke)
1. Compare the marketing management approach with the previous approaches of marketing. 2. Give the different forms of purchase behaviour and illustrate with a product and situation (occasion). 3. Which evolutions in the retail and how can you act on this and explain the influence of the 4 Ps (place, price, product and promotion) 4. Generic strategies 5. Methods to conduct market research of the purchase behaviour of the consumer. 6. Explain the evolutions in the retail sector in the case of the distribution of fresh vegetables. 7. What is marketing? Explain the difference between marketing and sales. 8. Design the marketing mix in the case of Business to Business (B2B) and Business to Consumer (B2C). Illustrate this in the case of Procter and Gamble and the guest speaker (not the case for you, but you can expect a similar question). 9. I am a marketing manager of a cookie factory. Cookies symbolize cosiness (e.g. with coffee) and become more popular. Design the marketing research profile to discover new experiences. Apply this on: research design, information sources, methods of gathering/ collecting information 10. Explain the push and pull strategy. 11. Tate & Lyle want to bring a new product made of sucralose on the market. Illustrate, by executing a SWOT-analyse, what the opportunities are for T&L. 12. What is the relationship between price assessment by the consumer and the price setting by the producer. 13. What is STP? Illustrate this using an example. 14. Explain break-even. 15. Explain the meaning of the portfolio model? Where would you position light butter, olive oil butter, farm butter (i.e. craft/traditional butter made on the farm) and which strategy would you apply for each of these products? 16. You are responsible for the promotion of Pauwels N.V. (import and distribution of seeds, pesticides,). Design the promotion mix for this company. 17. B2B marketing: explain the marketing mix for industrial buyers, resalers and institutional buyers.