Question 1

You have just been appointed as an advertising manager to an organisation of your choice. (You should be reasonably familiar with this organisation.) The organisation is launching an advertising program targeting relevant organisations in your country or region.

Explain the key decision stages you would follow in developing a business-to-business advertising program suitable for your organisation, its products (goods or services) and target market(s).

Identify your organisation, its products (goods or services) and target market(s) in enough detail to enable the marker to assess the appropriateness of your answer.

Question 2

You are the marketing manager of an organisation that markets products/services to other organisations. Applying relevant macro- and micro-level bases of segmentation, explain how you would segment the business (or organisational) market for a product or product range marketed by your organisation, so that you could better match the needs of the market.

Identify your organisation, its products (goods or services) and target market(s) in enough detail to enable the marker to assess the appropriateness of your answer.

 

Question 3

As a new customer relationship manager in your business-to-business marketing organisation, you have been asked by the Chief Marketing Officer to develop a profitable CRM strategy, taking account of relevant CRM priorities and different types of relationship marketing programs. As part of your analysis to support your recommendations, you also should explain how your strategy would strengthen relational ties with organisational customers.

Provide adequate information about the organisation, its products/services and target market(s) to enable the marker to appropriately assess your answer.

Question 4

The Marketing Manager of your organisation has convinced your CEO that the organisation’s prices are too high compared with local competition and, in turn, the Manufacturing Manager has argued that high prices and unreliable supply of key raw materials are major causes of that problem. Your CEO has asked you to seek alternative sources of supply of those raw materials to improve both cost and reliability of supply. Applying the organisational buying process framework, explain how you would conduct this procurement project, and how your approach would ensure the needs of key stakeholders within your organisation are met.

Identify your organisation and its products in enough detail to enable the marker to assess the appropriateness of your answer.

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