Question 1:
a) What is meant by Customer Relationship Management (CRM)?
b) Nestlé's products include baby food, bottled water, breakfast cereals, coffee, confectionery, dairy products, ice cream, pet foods and snacks. Construct a flow model of the Buyer Behaviour Process indicating how Nestlé marketing activities support the different stages of the buying procedure.
Question 2:
a) What are the five competitive forces of the Michael Porter's Model used to determine industry attractiveness?
b) Examine the various stages of the marketing research process an airline company like Air Mauritius Ltd. may have to examine to enhance consumer loyalty.
Question 3:
a) What is understand by extended marketing mix?
b) Suppose that a car company like the Leal Company Ltd (LCL) is planning to analyse market segment sizes and develop customer profiles. Discuss the bases that LCL might use for segmenting the Mauritian market for its various series of BMW car.