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MKTG 600 Managerial Marketing

tag 0 Download 2 Pages / 305 Words tag 10-11-2020
  • Course Code: MKTG 600
  • University: Centennial College
    icon is not sponsored or endorsed by this college or university

  • Country: Canada


Part A
Q1). You have been hired to develop a marketing plan for David Jones, who are losing market share because of their reluctance to adopt online sales. Write a memo to David Jones’ management outlining a marketing plan to improve their sales, including the specific advantages of target marketing and the consumer decision making process. Suggest three market segments they should target and define them in operational terms.
Q2) Goods and services differ on many aspects, yet they have much in common too. Discuss this statement, assuming that you are the marketing manager for a new restaurant in Melbourne. What is their marketing mix? Relate this to the product/market expansion grid and to suggest ways that this can be used to promote your restaurant.
Part B
Q3). What information will you need to include in a MIS (Marketing Information System) for the global airline Qantas? How can Qantas use marketing research to better understand their current market? Suggest one qualitative and one quantitative method they should use, and justify your choice.
Q4). According to some marketers, promotions are the most important element in the 7 P’s of the marketing mix. Consider why some marketers say this, and provide three examples to illustrate why promotions may be the most important element.
Q5). What is the significance of family life cycle and lifestyle in understanding consumer behaviour, especially consumption? How can these variables be used to promote products in the growth stage of the PLC?
Q6). Explain how the business market differs from the consumer market for products such as motor vehicles. In doing so consider the key differences between business purchasing and consumer purchasing
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