T1 2021 MMK368 Business Marketing
About answering the questions:
- The word limit upper threshold is 400 words for each question. All the words in the document are counted. Make sure to include a word-count at the end of the document.
- You may insert data as images from your Market Analysis Excel file into your exam answers. These images will not be included in your word count.
- You need to express your thoughts clearly and succinctly. Maintain the focus on the questions and do not use the digital environment as a way of producing unnecessary and irrelevant information.
- You must cite all the sources you use and provide a list of references for them, except your Data Collection, Market Analysis, and Target Market Strategy, and the Target Market Background Words used for citations and references are included in the word count.
- The answers to each question must “stand alone”. Do not refer from one answer to another.
- You do not need a calculator, although you may need to do some simple arithmetic.
- You may use your own diagrams, figures, charts, and tables to answer a question.
About your background information
- This assesses your understanding and application of business-to-business marketing concepts.
- The following questions require you to use your Data Collection, Market Analysis, and Target Market Strategy reports as background information. You should take examples from these reports, as required, when answering the exam questions.
- You should assume the assessor is familiar with the Target Market Background
- Make sure all the information you want the assessor to read is included in your answer to each question and that your answer to each question is complete in itself.
- Assessors will not have access to your Data Collection, Market Analysis, and Target Market Strategy
- Your responses may be checked against your assessment reports for the accuracy and veracity of the information you provide.
GET HELP FROM MARKETING QUESTION 1 – Market Segmentation strategy (8 MARKS)
How to segment a market is an important part of a target market strategy. In your own words, describe the ways you segmented the market, what the weaknesses were, and reasoning for the segmentation strategy you ended up using. Make sure you discuss the criteria you used to test whether a segment was viable.
Make sure to use specific examples from your Data Collection, Market Analysis, and Target Market Strategy to illustrate your response, as required. Answers to this question should be not more than 400 words.
QUESTION 2 – Business buying strategy (8 MARKS)
How different businesses buy is an important part of target market strategy. In your own words, describe the differences between the business buying processes and approaches of both small and large firms, making sure to explain the implications and intended outcomes from the decisions you made to address these differences.
Make sure to use specific examples from your Data Collection, Market Analysis, and Target Market Strategy to illustrate your response, as required. Answers to this question should be not more than 400 words.
QUESTION 3 – CHANNEL (DiSTRIBUTION) management (8 MARKS)
Channel strategy is an important part of a target market strategy. In your own words, describe how you developed APMC’s channel strategy, making sure to explain the main decisions you made and the important implications and intended outcomes that might arise as part of the strategy.
Make sure to use specific examples from your Data Collection, Market Analysis, and Target Market Strategy to illustrate your response, as required. Answers to this question should be not more than 400 words.
QUESTION 4 – PerSonal selling and sales management (8 MARKS)
Personal selling and sales management is an important part of a target market strategy. In your own words, describe how you applied the sales force deployment process in your country market, making sure to explain the main implications and intended outcomes that might arise from the decisions you made.
Make sure to use specific examples from your Data Collection, Market Analysis, and Target Market Strategy to illustrate your response, as required. Answers to this question should be not more than 400 words.
QUESTION 5 – Data and Strategy issues (8 MARKS)
Over the course of your project, problems may have arisen. These may have included data integrity issues, missing data, being given incorrect instructions or having instruction altered or needing to review and re-work strategies. Discuss problems that you encountered personally, or observed in your workshops, and what was done to overcome these.
Make sure to use specific examples from your Data Collection, Market Analysis, and Target Market Strategy to illustrate your response, as required. Answers to this question should be not more than 400 words.
