C/M/42. Marketing Exam Preparation

This paper provides answers to the following questions: What is the relationship and difference between Strategic Planning & Marketing Planning? Give an example of a component of each. What are an organisation's Intangible Resources and why might they be positive or negative? In Environmental Analysis what are the 'Non-controllable Forces'? Identify and explain the criteria a market segment should meet before a marketer is justified in using it as an target market? What is the difference between Socio-Economic Segmentation and Wells and Grubar's Family Life Cycle? In the Boston Consulting Group's 'Growth Share Matrix' what are the characteristics of a 'Star'? How is distribution strategy likely to change through the Product Life Cycle? What is CRM and what are the main aspects of CRM?