SEPTEMBER 2009 MARKETING MANAGEMENT Instructions to candidates: a) Time allowed: Three hours (plus an extra ten minutes reading

time at the start do not write anything during this time) b) Answer any FIVE questions c) All questions carry equal marks. Marks for each question are shown in [ ] 1. 2. 3. 4. Discuss the value of the Product Life Cycle theory to Strategic Marketing Planning. [20]

Distinguish between advertising and sales promotions and discuss their importance to the marketing of products and services. [20] Explain the activities associated with EACH stage of the Marketing Research Process and highlight the practical difficulties that can be faced during EACH stage. [20] As an independent Marketing Consultant, you have been asked by one of your new clients to explain the activities and benefits associated with a comprehensive Marketing Environmental Audit. What information would you include in your explanations? [20] Write notes on the THREE of the following: a) Direct marketing b) Branding c) Product positioning d) Product mix

5.

[20]

6. 7. 8.

Identify the market segmentation methods that can be considered by a company marketing a range of cosmetics and summarise the conditions to effective market segmentation. [20] What are the main internal and external influences on setting prices for products and services? [20]

Using appropriate examples, outline the contributions different distribution channels can make to the overall marketing efforts of an organisation. [20]

INSTITUTE OF COMMERCIAL MANAGEMENT