CORK INSTITUTE OF TECHNOLOGY
INSTITIÚID TEICNEOLAÍOCHTA CHORCAÍ
Semester 1 Winter Examinations 2011
Module Title: Marketing Management
Module Code:
MRKT 7006
School:
School of Business and Humanities
Programme Title:
Bachelor of Business in Recreation and Leisure Management
Programme Code:
BRECL_7_Y3
External Examiner(s): Ms. Marie O Dwyer
Internal Examiner(s):
Ms. Ruth O Donnell
Ms. Deirdre O Donovan
Mr. Conor Kelleher
Instructions:
Answer 2 questions. All questions carry equal marks.
Duration:
2 Hours
Sitting:
Winter 2011
Requirements for this examination:
Note to Candidates: Please check the Programme Title and the Module Title to
ensure that you have received the correct examination paper.
If in doubt please contact an Invigilator.
Question 1:
a. Since the marketing environment is constantly presenting new opportunities
and threats, it is critically important that companies continuously monitor and
adapt to changes in the marketing environment. Taking the example of a
company of your choice from the recreation and leisure sector, illustrate how
changes in the different forces in its macro-environment can impact upon it.
(30 marks)
b. A company that understands the implications of Michael Porter’s Five Forces
Model, and how each of these five forces works is in a good position to
identify strategic opportunities and threats. Explain Porter’s model,
supporting your answer with reference to examples from the recreation and
leisure industry.
(20 marks)
(50 marks)
Question 2:
a. Outline the process of segmentation, targeting and positioning. (15 marks)
b. The major segmentation variables used to segment consumer markets are
geographic, demographic, psychographic and behavioural. Using examples
from the recreation and leisure sector explain each of these bases for
segmentation. In your answer, give particular emphasis to the various forms
of demographic and behavioural segmentation.
(35 marks)
(50 marks)
Question 3:
“Relationship Marketing is a philosophy of doing business, a strategic orientation,
that focuses on keeping and improving relationships with current customers rather
than acquiring new customers” (Wilson, Zeithaml, Bitner & Gremler, 2008).
a. Outline potential stages in the evolution of customer relationships.
(20 marks)
b. Describe the benefits for customers of long-term association with firms.
(15 marks)
c. Discuss the benefits to organisations of maintaining and developing a loyal
customer base.
(15 marks)
(50 marks)
Question 4:
a. Price is the only revenue-generating element of the marketing-mix; each of the
other elements represent a cost to the organisation. Outline the factors that
affect the pricing decision.
b. Explain each of the following pricing terms:
(30 marks)
(20 marks)
i. Penetration pricing
ii. Price skimming
iii. Odd-even pricing
iv. Promotional pricing.
(50 marks)