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Developing quality products, right pricing, communication and reaching customers where they are, and in the form most desired by customers are the basic principles of successful marketing. Organizations strive to get it right in marketing decisions by first investing time and effort to understand consumers, identify needs and wants and develop strategies aimed at pursuing profits through the delivery of value to customers.

a) Using practical examples, explain how consumer behavior influences marketing strategy (10 marks)

b) Discuss organizational factors that may influence the success of product development strategy (10 marks)

c) You have been appointed the marketing manager of a newly established ice cream company. The ice cream is positioned as a premium product. The company is concerned with effective distribution of ice cream using a strategy that preserves brand image. Suggest and explain the appropriate distribution strategy you will use to sell the ice cream (10 marks)