M04 Exam Revision Session

29th March 2011

 Exam Format
• 2 hours duration
• 5 questions in total
• You need to answer 3 questions
• All questions carry equal marks
• Make sure you read through thoroughly all
questions and make notes before you start
 Topics to revise
1. Marketing orientation
• Orientation types
• Difference between stakeholder and customer
orientation
• Linking the above to macroenvironment
2. Ethics
• Link ethics to macro and micro environment
• Model(s) to assess ethical conduct
 Topics to revise
3. Product
• How product anatomy can add value
• PLC
• Strategic marketing options at various stages
• Portfolio analysis
• Models used to aid portfolio analysis
 Topics to revise
4. Consumer and organisational buyer behaviour
• The buying process for each
• Difference in high and low involvement
• Decision making unit
• Risk, image, hedonistic factors
5. Segmentation, Targeting and Positioning
• Different ways of segmentation
• Target market strategies
 Topics to revise
6. Promotions
• Marketing and communications objectives
• Advantages and disadvantages of;
– Advertising
– PR
– Sales promotion
– The Internet