Exam (elaborations) 6USM Strategi78

1. Examination duration: 3 hours. 2. The marks for each question are shown in brackets; use this as a guide on how much time to spend on each question. 3. Read the instructions at the top of each section. 4. No books, dictionaries, notes or any other written materials are allowed in this examination. 5. Calculators, including scientific calculators, are allowed, provided they are not programmable and cannot store or recall information. All other electronic devices, including mobile phones and smart watches, are not permitted. 6. Candidates who break ABE Examination Regulations will be disqualified from the examinations. 7. Question papers must not be removed from the examination room. Section A 1 × 5 marks 2× 10 marks 25 marks Section B 3 (of 4) × 25 marks 75 marks Total: 100 marks 6USM_SAM1 © ABE 20192 Section A – 25 marks (1 × 5 marks + 2 × 10 marks each = 25 marks total) Answer all questions 1 (5 marks) Evaluate TWO benefits of developing a marketing orientation culture within an organisation. 2 (10 marks) Critically discuss the concept of segmentation, targeting and positioning and apply this to an organisation of your choice. 3 (10 marks) Critically discuss how Porter’s Value Chain can help identify strategies that can be used by organisations to achieve competitive advantage. Show how a car manufacturer might use this model to support your answer. 6USM_SAM1 © ABE 20193 Section B – 75 marks (3 of 4 × 25 marks each = 75 marks total) Answer THREE questions only 4 (25 marks) Critically assess the potential impact of macro environmental forces on the marketing strategy of a major international hotel group. 5 (25 marks) Critically discuss the role of internal marketing and its importance for both services and product marketing. 6 (25 marks) Critically evaluate the potential challenges in achieving customer loyalty and retention. Use examples to support your answer. 7 (25 marks) The Marketing Director of a consumer goods manufacturer has asked you to undertake a competitor analysis. Briefly summarise the content of this analysis and critically evaluate how each aspect of the analysis can be used to enhance strategic decision-making from a marketing perspective. End of question paper