Section A: Short Answers (Answer All Questions)

1.Marketing Information System consists of internal database, marketing intelligence, marketing research, and marketing decision support system.Discuss the meaning of Marketing Intelligence.

2.What is THEmost important marketing function? Explain. (3 pts)

3.What is customer equity?How can a company increase its customer equity?(3 pts)

4.Which is more profitable, EXISTING customers or POTENTIAL customers? Why? (3 pts)

5.What are the aims of EXPLORATORY RESEARCH research? (3 pts)

Section B: Short Essays (Answer Both Questions)

1.Differentiate between CUSTOMER VALUE and CUSTOMER SATISFACTION from the perspective of marketing, and explain how the two concepts are essential to successful marketing?. (6 pts)

2.Classify the following into the macro or micro element of marketing environment:

i)technology; and

ii)consumers

Explain and give reasons to support your answers. (9 pts)