1. Explain the approach to market segmentation and targeting that would be used by a real estate agency instructed to write a Marketing Plan for a real estate developer that involves the leasing of office space in a mixed-use development.

2. One of the first steps property marketers take when preparing a marketing plan for a property development is a PESTEL analysis of the macro-environment and a SWOT analysis of the site/building.

a) Explain what the acronyms PESTEL and SWOT stand for, with examples of the type of information that would be included; and

b) Discuss how a PESTEL and SWOT can be used to guide a marketers' decision-making when writing a marketing plan.

3. You work in the research department of a large multi-disciplinary property company. A developer has commissioned you to produce a research report. Property Research Guidelines produced by the Property Institute of New Zealand lists eight elements relating to best practice for a property research brief. Describe the three elements below and explain why they are important to the production of a quality property research report, with examples provided in class.

a) Scoping client requirements

b) Obtaining instructions in writing

c) Representation

4. The Stimulus Response Model suggests that there are 'uncontrollable influences' such as consumer characteristics that impact buyer's responses. Select three characteristics (eg. personal, cultural etc) and explain, with examples, how they could influence buyers when looking to purchase a residential property as a home.

5. There are five main methods of sale for residential property. In your own words:

a) Explain each method, the key advantages and disadvantages of each method, and provide possible vendor/property circumstances for each method; and

b) Discuss how property market cycles can impact the preference for particular methods of sale by real estate agents, giving examples.

6. An Integrated Marketing Communications Strategy is designed to co-ordinate the organisations' promotional efforts.

a) Describe what promotion means and the purpose of promotion; and

b) Discuss how the five main promotional tools could be effectively utilised in the marketing of apartments and townhouses in a residential property development, giving examples.