Question 1:
a) Describe the role and importance of “Marketing Research” in a firm's overall marketing activities.
b) Outline the phases in the formal marketing research process and describe the activities which are carried out at each phase.
Question 2: Examine the nature and role of a completely integrated Marketing Information System (MKIS) in the marketing decision making process in the modern marketing firm. Identify and describe the four component parts which make the system.
Question 3: Marketing Intelligence is similar as Marketing Research. Describe this statement and show the role and significance of Marketing Intelligence in today's competitive environment.
Question 4: Data mining has become a significant tool in the Marketing Intelligence. Describe and describe this statement showing the role of Data Mining to discover patterns not easily traceable from available data.
Question 5: As a newly recruited manager in a company, describe to your Board how marketing orientation can be beneficial to the business.
Question 6: No organization operates in a vacuum. It is subject to the environment in which it is operating. Describe and discuss this statement.
Question 7: By using a flow diagram, describe the main sequential phases of the Marketing Planning Process. Having done so, describe the type of marketing activities, information gathering and decisions made by management at each of the phases listed.
Question 8: Philip Kotler: “the Marketing Mix is the set of controllable variables which the organization can use to affect buyer's response.” How far do you agree with this statement? Use illustrations from Mauritian context to support your arguments.