1. The meaning of the term 'marketing' remains an area of confusion in the minds of many. As a marketing management course student, explain the implications and the real meaning of marketing. Show how this can be distinguished from selling.(3pts)

2. Discuss the marketing management philosophies.(3pts)

3. What are the factors to be considered to evaluate marketing environment? Discuss.(3pts)

4. As the very nature of product life cycle (PLC), product passes through different stages and hence marketers need to implement different strategies to deal with. Discuss.(3pts)

5. "It is not enough to attract new customers; the company must also keep them and increase their business. Too many companies suffer from high customer churn or defection. Adding customers here is like adding water to a leaking bucket". What is the implication of this statement? Discuss.(4pts)

6. Consumers don't always pass through the entire buying decision stages; they may skip some, particularly when they are buying their regular brands like toothpaste. However, they may take a full range of considerations that arise when they face a highly involving new purchase and you are asked to explicitly discuss these buyer decision processes.(5pts)

7. Mr. X has conducted a research on how to segment and target a given market to serve best. Having evaluated different segments, he needs to consider different market coverage strategies or approaches to reach and serve the targeted market. Explicitly discuss those strategies. (7pts)

8. Samrawit is a marketing manager of JX Company which is actually leading the market; having the lion's share of the market. Because of the uncertain business environment, her company would be run over unexpectedly by the market challengers who are always struggling to take over her position. Therefore, to keep the actual position of her company and staying number one in the market, what would you recommend? Discuss in detail.(7pts)

9. A national Fast Moving Consumer Goods company known for its sweet products is planning to launch a new brand of 'chewing gum' in Ethiopia markets. Chewing gum will be available nationwide in coffee, banana and cinnamon flavour. Design a suitable promotional mix for the above product. Assume your own brand name and clearly specify the target markets.(10pts)

10. Porter has suggested that there are three possible separate generic strategies for competing successfully in markets, namely: (5pts)

(a) Cost leadership (b) Differentiation (c) Focus

Discuss the work of Porter, in particular the meaning and implications of each of these generic strategies and how they might apply in the context of strategic marketing.