25 marks QUESTION 2 a List and describe the criteria for successful

25 marks question 2 a list and describe the criteria

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(25 marks) QUESTION 2 a) List and describe the criteria for successful segmentation. (10 marks) b) Segmentation is a process of segregating the population into distinctive groups. Explain the five (5) bases of segmentation. Provide examples to illustrate your answer. (15 marks) QUESTION 3 Strategic planning calls for extensive analysis and superior strategy development. The use of specific grids and matrix is crucial to help the management team to carefully analyze and reshape their strategic business units (SBUs). Identify and explain the appropriate grid that you can use to reshape your SBUs. (25 marks) QUESTION 4 a) Briefly explain how a product can create good customer value. (4 marks) b) Describe the three (3) levels of product for each of the following . i) Mobile phone (3 marks) Toothpaste (3 marks) Jewellery (3 marks) c) Using examples, distinguish the different types of consumer products. (12 marks) Hak UniversiU Teknologi "ARA CONFIDENTIAL
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CONFIDENTIAL BMIOCT 20101MKT420 @ Cipta 3 QUESTION 5 You are the Product Manager for "Classy, a well-known brand for a multi-purpose food blender. You are required to make adjustments to its pricing and the objective is to temporarily increase its sales. Explain five (5) tools of price adjustment strategies that can be used to materialise your objective. (25 marks) QUESTION 6 a) Briefly explain the concept of Integrated Marketing Communication (IMC). (5 marks) b) Advertising is any paid form of communication, which has an identifiable source and reaches the mass market effectively. Elaborate the five (5) strengths and weaknesses of advertising. (20 marks) Hak UniversiU Teknologi "ARA CONFIDENTIAL
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CONFIDENTIAL BMIOCT 20101MKT420 END OF QUESTION PAPER @ Cipta Hak UniversiU Teknologi "ARA CONFIDENTIAL
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  • Marketing, UniversiU Teknologi

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