MKT4004D Answer 2 Questions

SEMESTER 1 EXAMINATIONS
ACADEMIC YEAR 2018/2019

MKT4004D

Marketing Management

Professor Damien McLoughlin

Dr. Penelope Muzanenhamo*

Time Allowed:2 Hours

Instructions for Candidates:

Answer two questions

All questions carry equal marks

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MKT4004D Answer 2 Questions

1. Mini case study: Caitlin is a married 52-year old secondary school teacher; She has 2
grown children who no longer live at home. Caitlin drives a Hyundai. Her home is
furnished with IKEA products. Her favourite hair products are by L’Oreal. Her triple
door closet is packed full with fashion brands such as GAP, Calvin Klein, Tommy
Hilfiger, Skechers, Geox and ECCO. On the day that her daughter got married, Caitlin
put on a Massimo Dutti dress for the first time ever. Yet Caitlin insists: “I hate
Marketing, look at the damage that all these companies are doing. Marketing is not
good at all.”

(a). Explain the role of Marketing in society and within the firm to someone like Caitlin.
(70%)
(b). Why might a consumer like Caitlin be inclined to have a negative view of
Marketing? Discuss. (30%)

2. Innovation is crucial to both companies and customers. Innovation provides new

products that are a key source of growth for companies, and which offer better
solutions and variety to customers.

(a). Discuss how companies get new products and apply examples to support your
discussion. (20%)
(b). Identify the stages in new product development, and critically evaluate these
stages, taking into account how the Internet potentially affects product
innovation. (80%)

3. A 28-year old Conor walks into a supermarket to buy a bottle of fresh milk only, but
he comes out with a bottle of red wine and some cheddar cheese. Taking into account
Conor’s behaviour as described above, analyse one model that marketers use to
investigate consumer behaviour, and highlight its limitations. (100%)

4. Marketing services is more challenging than marketing tangible products:

(a) Discuss the core features of Services and the challenges associated with the
features, which make it harder for marketers to ensure competitive customer
value creation and delivery. (70%)
(b) Explain how marketers potentially address the challenges that you have
identified above. (30%)

oOo

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