Marketing Management

FINAL EXAM

Directions: Answer the following questions comprehensively. Use separate sheet for each question.

1. Your boss learned that you are currently enrolled in MBA. She asked your help to be enlightened with
some thoughts about marketing, to wit:

a. What activities does marketing involve besides selling?

b. How would you respond to the criticism, “Marketing just adds unnecessary costs to the price
of everything we buy?”
c. How do consumers in a market-directed economy influence what products will be produced
and by whom?
d. Why do we need middlemen? Don’t they just add to the cost of distributing products?

2. Many literatures have said that customer lifetime experience (CLX) is the new marketing because it
achieves higher customer satisfaction rates, reduced customer churn and increased revenues. The
Customer Lifetime Value (CLV) helps business develop strategies to acquire new customers and retain
existing ones while maintaining profit margin. Foregoing considered, answer the following:

a. Name a company and determine ways or procedures on how CLV can be measured.
b. Which is better: retain longstanding customers or acquire new customers? Identify tactical
approaches on how to create and reinvent the customer experience to increase CLV.
c. Given a large number of customer data where market segments are diversified, what tools
(mobile, social media, print, etc.) could be best applied to successfully implement the firm’s
rewards program vis-à-vis target market positioning and brand loyalty?
d. Some companies, inspite of its potential benefits, do not attempt to measure CLV, what are
the possible reasons? Recommend solutions to drive growth and enhance brand loyalty.

3. Since the world has become one global village, accessibility to information turned out to be easier and
consumers are becoming even more diverse. Foregoing considered, answer the following:

a) Why is an awareness of diversity among markets and marketers important?

b) Is Internet marketing research a better alternative to traditional marketing research?
c) How can marketers estimate the current and future demand?

4. COVID -19 is a human tragedy that has precipitated an economic and financial catastrophe. This
coronavirus crisis triggered a deep economic downturn of uncertain duration which caused the
entire sectors of the market and economy to have been shuttered. Premises considered, answer
the following:

a. How much have been the profound impact of the pandemic in businesses in the Philippines?
b. What specific measures were implemented by the Philippine government authorities to
mitigate the adverse effect of the virus on businesses?
c. Given the effects on the inflation, what important policy/guidelines can you derive from the
spending and savings patterns of Filipino households, which can help marketers of
consumer-oriented firms, plan out their marketing strategies for the next three years?

5. The digital marketing landscape is constantly evolving, not just in terms of technology and platforms,
but also how digital pays its part in the consumer journey. As Web marketers, what strategies can
you recommend to maximize customer engagement and create an influence to gain consumers’
preference and reach a wider audience? Cite example/s and develop a business model or
framework.