Question 1

Outline the importance of marketing for small business.Using specific examples, explain how a small business owner in the hospitality industry might use marketing to create customer value and engagement for their business. Please elaborate in the following two aspects

1. Marketing mix and macro-environmental elements.
2. Areas of marketing that you would recommend

Question 2

Imagine you have been tasked with setting the advertisement plan for two local brands. The first one is a new brand struggling to gain a market share, as few consumers have heard of it or tried it. The second brand is more mature and established. How would you take advantage of digital marketing and PR? Support your answer with suitable examples.

Question 3

Integrated marketing communications (IMC) is key for brand building. IMC refers to the combination of different marketing channels to promote a message and reinforce one another. Do you agree that Digital marketing is not everything? What is the importance of IMC Integrated? Please support your answer with examples.

Question 4

What is market research and why is it a crucial component of marketing? In your answer discuss:

1. The differences between primary and secondary data
2. Market research techniques, using examples to illustrate your point
3. Similarities and differences between big data and traditional marketing research tools
4. How you would Zero Moment of Truth (ZMOT) for a new product in the market

Question 5

The Grounds of Alexandria is a themed local venue where dining is an experience rather than just a usual place to eat. This concept was a first of its kind in Sydney and therefore it is a business idea that can be replicated. They have built a diverse business model that serves weekly more than 15000 customers by offering spaces for dining, weddings, entertainment, and events. For this business, discuss the following by using your own examples:

1. How you would a strong value proposition.
2. How the micro and macro environmental forces can influence marketing activities.
3. How you would a Zero Moment of Truth (ZMOT) for a themed venue like the Grounds.