1. A marketing plan opens with an executive summary. Discuss the importance of the executive summary and briefly explain three other elements of a marketing plan.

2. Name and explain the four stages of the product life cycle. Explain your answer using an example of a product or a service.

3. What is difference between fixed and variable costs? Give an example of each for a company that makes mobile phones.

4. You have been appointed to a graduate position in an international hotel chain. Your boss wants you to write a short summary of the major challenges facing service firms, particularly for a hotel chain such as this.

5. Outline the four elements of culture and illustrate how these aspects may affect the promotion of products in different countries.

6. You are buying a packet of biscuits and notice there is very little information on the packaging. Based on what you’ve learnt in this course, name four functions of labels and packaging

7. Name and discuss the implications of any four of the nine empirical laws of shopping

8. Are standardisation and localisation mutually exclusive international marketing strategies? Explain your answers.