Mid_Term_1_Spring_2011 - marketing(9 marks Question 3(a...

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SKEMA BACHELORS (EAI Programme) MARKETING PRINCIPLES MIDTERM I (10/02/2011) Time allowed: 1 ½ hrs ANSWER ALL QUESTIONS SECTION A Question 1 (Essay) – you need to write at least 1 ½ pages Discuss how changes in all macro environment forces influence marketing decisions today. Provide examples of your own for each factor that you discuss. (55 marks) SECTION B Question 2 (a) Define sustainable marketing (3 marks) (b)Explain the difference between consumerism and environmentalism (3 marks) (c) Identify and describe the five principles of enlightened/sustainable
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Unformatted text preview: marketing (9 marks) Question 3 (a) Define the term “self-concept” (3 marks). (b) What is the difference between a belief and an attitude? For each, give an example to illustrate your answer. (5 marks) (c) Explain how marketers might use the life-cycle stage of their target market to sell cosmetics. (7 marks) Question 4 (a) Define “market space” (3marks) (b) Explain the difference between needs, wants and demand (3 marks) (c)Identify and describe the 6 stages of evolution of marketing (9 marks) TOTAL MARKS: 100...
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