Q1:Critically discuss and write short notes on the following FOUR (4) marketing terms. Provide examples to support your answer (a) New Product Development Process (b) Customisation (c) Service Characteristics (d) Brand Equity(4 X 25 marks =100 marks) Q2(a) Explain the concept of Product Positioning with the help of an example .(70 marks) (b) Discuss POP and POD and its relevance to marketing(30 marks) Q3(a) Explain what you understand by the term 'learning' and highlight the value of learning theory to the marketing of products and services. .Support with an example.(20 marks) (b) Explain the theory of human motivation based on the Hierarchy of Needs theory developed by Abraham Maslow(50 marks) (c) Why is memory relevant to understanding organisational buyer behaviour?(30 marks)

Q4(a) : Discuss the micro & macro model of communication with the support of

relevant example . (50 marks) (b) Differentiate between mobile marketing and social media marketing . Provide examples to support you answer and include advantages and disadvantages of each (50 marks)

Q5(a):Discuss appropriate Pricing Strategies that will help in a Wholesaler sponsored retail chain .Support with relevant example to justify the reasons.(50 marks) (b) Explain the reasons why Domestic firms refuse to enter foreign markets.(50 marks) Q6(a) Discuss the marketing research process with an example to support(50marks) (b) Design an appropriate customer service questionnaire for KAPLAN Singapore an using open ended and close ended questions as discussed in class . Justify why each questions were selected . (50 marks)