MKT420 june 2015 - CONFIDENTIAL BMIJUN 20151MKT420...

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CONFIDENTIAL BMIJUN 20151MKT420 UNIVERSITI TEKNOLOGI MARA FINAL EXAMINATION COURSE COURSE CODE EXAMINATION TIME PRINCIPLES AND PRACTICE OF MARKETING MKT420 JUNE 2015 3 HOURS INSTRUCTIONS TO CANDIDATES 1. This question paper consists of six (6) questions. 2. Answer four (4) questions in the Answer Booklet. Start each answer on a new page. 3. Do not bring any material into the examination room unless permission is given by the invigilator. 4. Please check to make sure that this examination pack consists of . i) the Question Paper ii) an Answer Booklet — provided by the Faculty 5. Answer ALL questions in English. Hak Cipta Universiti Teknologi MARA CONFIDENTIAL
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CONFIDENTIAL BMIJUN 20151MKT420 2 QUESTION 1 a) Describe the Model of Marketing Process. ( 20 marks) b) Explain any two (2) major trends that change the marketing landscape. Changing economy: The great recession has caused many consumers to change their spending habits and buying attitude. This created an age of consumer frugality, which will last into the future. Therefore marketers have to change their marketing strategies and emphasize the value of their product. The challenge is whether companies can balance their value proposition with current times, as well as enhancing its long-term equity. Digital age: Boom in technology is an advantage in the marketing landscape as it creates new ways for companies to learn and connect to their customers. It helps marketers to target consumers more effectively on a faster, low cost basis; at the same time build closer, two-way relationships. Searches on Google are tracked to create customer profiles in order to recommend appropriate advertisements. Facebook, Twitter and mobile applications are another advantage as companies can connect with their customers on a more personal level. ( 5 marks) QUESTION 2 a) Describe any four (4) factors of macro environment. Demographic forces: Different market segments are typically impacted by common demographic forces, including country/region; age; ethnicity; education level; household lifestyle; cultural characteristics and movements. Economic factors: The economic environment can impact both the organisation’s production and the consumer’s decision making process. Technological factors: The skills and knowledge applied to the production, and the technology and materials needed for production of products and services can also impact the smooth running of the business and must be considered. Political and legal forces: Sound marketing decisions should always take into account political and/or legal developments relating to the organisation and its markets. (10 marks) b) Explain two (2) major differences between micro environment and macro environment. Hak Cipta Universiti Teknologi MARA CONFIDENTIAL
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  • Fall '15
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  • Marketing, Cipta Universiti Teknologi, Universiti Teknologi MARA, Hak Cipta Universiti Teknologi MARA

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