QUESTION 1) Marketing has been defined in many ways. With this in mind, identify the points YOU believe should be included in a definition.
Question2)
a) BRIEFLY explain the following terms:
i) Customer value
ii) Customer centricity
b) Explain what you see as the MAIN DIFFERENCE between these two concepts.
Question3) Explain in not more than twelve (12) lines what is meant by the term‘ market segmentation’.
Question4) Identify and explain the criteria which can be used to establish the attractiveness (value) of a specific market segment.
Question5) How does the segmentation process assist in the marketing effort?
Question6) Within the macro environment, how could changes in the economic environment in South Africa impact on marketing in South Africa?
Question7) Ethics are extremely important to the well-being of society. With this in mind:
i) Identify two (2) instances of organisations which you are familiar with and show a high degree of ethical behaviour. (Use these examples to illustrate how their behaviour is seen to be ethical.)
ii) In contrast to the above, please identify two (2) examples of organisations which you feel to be using somewhat unethical marketing practices (together with your reasoning for your selections).
Question8)
i) Identify and explain, with the use of examples, the components of a SWOT analysis.
ii) How can a SWOT analysis assist marketers?
Question9) Why do you think an organisation should set marketing objectives?