QUESTION 1

The marketing mix is probably the most famous marketing term. Its elements are the basic, tactical components of a marketing plan. Also known as the Four P's, the marketing mix elements are price, place, product, and promotion. The concept is simple. Think about another common mix - a cake mix. All cakes contain eggs, milk, flour, and sugar. However, you can alter the final cake by altering the amounts of mix elements contained in it. So for a sweet cake add more sugar

(a) Why marketing mix is so important for small businesses as well as huge multinationals in the service industry?

(b) Price is a sensitive issue unless the market demand is very high for the product or service. Elaborate on the key pricing strategies of marketing

QUESTION 2

When the customer pays for a product or service, it is assumed that the product will work correctly or that the service received is as promised. Ideally, the customer will be satisfied, and there will be no complaints.

(a) How should a business deal with customer complaints?

(b) Customer care is at the heart of any successful service organization. What is the importance of customer care?

QUESTION 3

Integrated Marketing Communications is a term used to describe a holistic approach to marketing. It aims to ensure consistency of message and the complementary use of media. The concept includes online and offline marketing channels

(a) Explain fully the reasons for the growing importance of Integrated Marketing Communication

QUESTION 4

Whether in the workplace or on the football field, or even amongst members of a community, effective teamwork can produce incredible results

(a) An effective team leader needs different characteristics to promote high level of morale and make employees feel supported and valued. Discuss the different characteristics that a team leader needs

(b) The importance of teamwork is presented in every seminar you attend or business book you read. What is the importance of teamwork to employees and service companies?