5 Core Customer and Market Place Concepts Q1

Q.
a) Define 'Marketing'. (5 marks)

b) Explain five (5) core customers and market place concepts. (20 marks)

(25 marks, 2013 Q1)

Real Estate Marketing Research Q2

Q.
a) Define 'Real Estate Marketing Research'. (5 marks)

b) Using an appropriate example in real estate, elaborate the objectives for the following types of research:

Exploratory Research. (7 marks)
Descriptive Research. (6 marks)
Causal Research. (7 marks)

(25 marks, 2013 Q2)

Consumer Market and Consumer Behavior Q3

Q.
a) Explain 'Consumer Market'. (5 marks)

b) Elaborate four (4) major factors that influence the behaviour of a consumer. (20 marks)

(25 marks, 2013 Q3)

Customer segmentation Q4

Q.
a) As marketing companies move away from mass marketing towards target marketing, firms are focusing on the buyers who have greater interest in the best values they have created. Discuss the steps in designing a customer-driven marketing strategy. (15 marks)

b) Discuss two (2) variables that might be used in segmenting the consumer market. (10 marks)

(25 marks, 2013 Q4)

Marketing Strategies in Product Life Cycle Q5

Q.
a) Explain stages of 'Product Life Cycle'. (10 marks)

b) With a relevant example in real estate, elaborate the marketing strategies to be adopted in any two (2) of the identified stages. (15 marks)

(25 marks, 2013 Q5)

Pricing Strategies Cost or Value-based Q6

Q.
a) Elaborate two (2) factors affecting a firm's pricing decision. (10 marks)

b) Explain the differences between value-based pricing and cost-based pricing. (15 marks)

(25 marks, 2013 Q6)

Sales Management and Selling Process Q7

Q.
a) Explain five (5) major steps in sales force management. (10 marks)

b) Elaborate five (5) steps in selling process. (15 marks)

(25 marks, 2013 Q7)