COURSE TITLE: PRINCIPLES OF MARKETING

COURSE CODE: MKT1013 / BAM2423

Question 1:

Customer equity is a result of customer relationship management. Explain how does a firm manage customer equity carefully? Provide a diagram to support your answer.

(10 marks)

Question 2:

Explain how macro-environment factors affect the company to serve its customers? Give relevant examples to support your answer.

(20 marks)

Question 3:

Brands are the key elements in a company's relationship with the customers. How a company develops the branding strategies? How does a company manage their brand carefully? Give relevant examples to support your answer.

(20 marks)

Question 4:

How does a company adjust the prices to take into account the different types of customers and situations? Give relevant examples to support your answer.

(20 marks)

Question 5:

Assume that you are the marketing manager of Starbucks, create a marketing report that is aimed to attract more customers to purchase the products.

(30 marks)