Question 1:
a) Name and explain the five determinants which are pertinent to an individual’s purchase condition.
b) Describe a purchase repertoire (or evoked set) and critically explain how Marketing Communications may aid perceptual selection.
People have a set of values, beliefs and motivations which are relatively consistent through time.
c) Explain the seven major value groups which bring about strong correlation between people’s value and their purchase behaviour.
Exemplify your solution with everyday life examples.
Question 2:
“The outside world is often considered as a domain of threat and opportunity. So the context in which organization see themselves against the outside world is extremely significant”. Referring to the statement above,
• Explain the role of Internal Marketing Communication for organisations.
• Discuss clearly the determinants which bring about strategic credibility.
Question 3:
The responsibility of Marketing Communication Manager is to sense those elements that may not be strong now but which in future can have an impact on organization and its offerings.
a) Name and explain the five indispensable elements of the external environmental context.
b) Critically explain the external environmental factors which the Marketing Communication Manager must take in consideration while deciding on the media selection for the launch of the following in the Mauritian market:
• Branded new luxury car
• Latest Smartphone
Question 4:
(a) Describe how effective Marketing Communication is delivered and maintained in the context of:
• Organization’s corporate goals,
• Communication needs,
• Segment characteristics of the relevant target audience
(b) Critically explain the relevance of marketing strategy and its significance in Marketing Communications.