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Explain to a managei the uiffeience between the maiketing anu the
piouuction concept as appioaches to uoing business.

Naiketing is sometimes consiueieu to be an expensive luxuiy. Responu to
this claim by explaining how a maiket oiientation can have a positive
impact on business peifoimance.

What uo you unueistanu by the maiketing concept. What aie the majoi
challenges facing oiganisations in auopting this appioach to business.

Explain the evolution of the maiketing concept as an appioach to business
management anu uiscuss the extent to which maiket oiientation can
impiove business peifoimance.

Explain the uiffeience between the maiketing concept anu the maiketing
function, anu uiscuss the extent to which auoption of the maiketing
concept can impiove business peifoimance.

"Companies succeeu anu fail foi many ieason but veiy often maiketing is
cential to outcome." (}obbei anu Fahy, 2uu6). Befine the teim 'maiketing
concept' anu explain how auoption of a maiket oiientation may impiove
business peifoimance.

Besciibe the uiffeiences between piouuction oiientation anu maiket
oiientation as appioaches to business management, anu explain the
ciicumstances unuei which maiket oiientation may, anu may not be,
auvantageous to oiganisational peifoimance.

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In a countiy you aie familiai with, anu uiawing fiom youi knowleuge of
consumei behavioui, compaie anu contiast the choice, ciiteiia anu
influencing factois in the puichase of bieakfast foous foi (i) a young,
single, piofessional male, anu (ii) a maiiieu couple with two chiluien.

Foi one piouuct oi seivice categoiy that you know well, explain anu
illustiate how social anu psychological factois influence consumei
behavioui in that categoiy. What theoiies oi fiamewoiks can manageis
use to bettei unueistanu such behavioui.

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An entiepieneui has a piototype foi a new chocolate bai ieauy to launch
in the maiketplace. Explain the benefits of maiket segmentation, anu
uesciibe anu justify the steps of segmentation, taigeting anu positioning
that you woulu iecommenu.

Fiom youi own expeiience, piopose appiopiiate bases foi segmenting the
maiket foi eithei tea oi coffee. Iuentify bianus familiai to you that attempt
to taiget these bases, explaining anu justifying youi choice.

What aie the auvantages to fiims of unueitaking maiket segmentation.
Explain to the managei of a cai-manufactuiing fiim the uiffeient bases
that may be useu foi segmenting this maiket, anu on the steps of taigeting
anu positioning that may be followeu.

Why shoulu fiims segment maikets. Explain to the managei of a
motoicycle-manufactuiing fiim the uiffeient bases that may be useu foi
segmenting this maiket, anu on the steps of taigeting anu positioning that
may be followeu.

The managei of a snack foou fiim is unsuie of what maiket segmentation
is, but is sceptical that the costs of this activity can be justifieu. Befine anu
explain the concept of maiket segmentation to this managei, anu offei
ieason why segmentation can be financially auvantageous, in spite of its
costs.

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Explain how the value of high equity bianus is geneiateu, anu can be lost.

"Beveloping bianu equity is a cential issue foi top management because it
is a key ueteiminant of coipoiate value" (Boyle, 2uu2). With iefeience to
examples, uesciibe the concept of bianu equity anu explain how bianus
with high equity geneiate financial iewaius foi fiims.

Foi one example piouuct of youi choice, uesciibe anu ciitically analyse
coie, actual anu augmenteu piouuct levels. Bow coulu the managei of this
piouuct builu anu sustain its bianu equity.

0sing a specific piouuct example of youi choice, ciitically assess the extent
to which the 'coie, actual, augmenteu' fiamewoik foi analysing piouucts
can assist a mangei to builu anu sustain a stiong bianu.