LO's

Module learning outcomes covered by this test (from the Module descriptor)

1

relevance of theories of consumer and buyer behaviour to different marketing situations

4

Evaluate the changing nature of marketing, particularly the role of e-marketing, and assess the contribution of these changes to marketing practice

Guidelines

Issue date

11/Feb/2021

Duration

3 hour

QUESTION 1

THE BRIEF

Lion Air Flight 610 took off from Jakarta, Indonesia on Monday, October 29th, 2018 to Pangkal Pinang, the largest city of Indonesia's Bangka Belitung Islands. Twelve minutes after takeoff, the plane crashed into the Java Sea, killing all 189 passengers and crew. Nearly five months later, the Ethiopian Airlines Flight 302 took off from Addis Ababa, Ethiopia on Sunday, March 10th, 2019 to Nairobi, Kenya. Six minutes after takeoff, the plane crashed near the town of Bishoftu, Ethiopia, killing all 157 people aboard.

Both crashed jets were Boeing 737 Max 8s, a variant of the best-selling aircraft in history.The crashes of Lion Air Flight 610 and Ethiopian Airlines Flight 302 rocked the aviation industry, sparked numerous investigations, and resulted in the grounding of hundreds of Boeing 737 Max jets worldwide.

Your Task

a)Critically discuss three main marketing issues from the crashes that should be of concern to the marketing fraternity worldwide.

(30 Marks)

b)Using the Network Theory, demonstrate how the crash of the Ethiopian Airlines Flight 302 has affected the Ethiopian Airline brand and its sales performance.

(20 Marks)

QUESTION 2

Use the Product Life Cycle model to ANALYSE two (2) differences between the maturity and decline stages of products and industries and critically assess the effectiveness of any three (3) growth strategies for extending the life cycle of either a product or an industry in a decline stage.

(50 Marks)