QUESTION 1

A famous multi-national company in the tourism sector wishes to have a hotel in Mauritius and the company has approached you to assist them in better understanding the local market. You have recommended that an environmental analysis be initially carried out for the said company

List the factors, which are to be covered in the environment analysis. Explain the specific issues, which may be analysed under each of the factors identified by giving suitable examples

QUESTION 2

Suggest to an entrepreneur, how he can use the following elements of the promotional mix to communicate the launch of a new product to his existing and potential customers-

(a) Advertising

(b) Personal selling

(c) Public relations

(d) Direct marketing

QUESTION 3

(a) What do you understand by Product Life Cycle?

(b) Explain the stages involved in the Product Life Cycle concept and their relevance in marketing decision making. You may use any product/service as an example to support your answer

QUESTION 4

(a) Explain and discuss the difference between market segmentation, targeting and positioning process

(b) Identify and explain four reasons for market segmentation

QUESTION 5

The marketing channel participants are vital partners in the value delivery network

(a) Explain the term Marketing Channel

(b) Distinguish between exclusive, intensive and selective distribution strategy