Question 1:
a) What are the evaluative criteria marketing management can use to assess the usefulness of marketing segmentation variables?
b) Explain how ‘organisational buying' situations differ from ‘consumer buying' situations and discuss the idea of an organisational decision making unit (DMU).
Question 2:
a) Appraise the value of the product life cycle (PLC) concept in strategic product planning.
b) Discuss the principles of market ‘skimming' and market ‘penetration' pricing Strategies.