(a) describe what you understand by the phrase marketing concept and how it evolved from the production concept and the sales concept?
(b) How does the marketing concept diverge from the sales concept?
A company’s marketing environment comprises the micro environment and the macro environment.
(a) What do you understand by the phrase macro environment?
(b) List and describe 4 key constituents of macro environment.
(a) Illustrate the term market segmentation and outline the reasons why businesses would segment their market.
(b) Outline with instances the four major bases for segmentation in consumer markets.
(a) Define the term advertising and discuss on its role in the marketing mix.
(b) Describe the phases in an advertising campaign.
(a) Briefly describe the phases of marketing research process.
(b) Make a distinction between primary data and secondary data and summarise the merits and limitations associated with each.
(a) Define the phrase product life cycle (plc).
(b) With the assists of a diagram describe the different phases of the plc.