1. Discuss the concept of perceived value and its importance to consumer behaviour and marketing. Discuss the theory and then give practical examples of how customers perceive various brands and how this impacts on their behaviour.
2. To evaluate an organization’s Strategic Business Units (SBU), the Boston Consulting Group developed a portfolio performance framework.
3. Segmentation, targeting and positioning are interrelated activities which are important to achieving a successful Marketing Mix. Discuss these concepts in theory and give practical examples of how they can be applied to one industry of your choice. Examples of an industry you might choose: fashion for men, or personal care products (shampoo, shavers etc.), or pet products, or toys, or vehicles, or furniture, or fashion for women, or financial services, or beverages, or baby products, or snack foods or another industry.
4. Marketing decision makers in a firm must constantly monitor competitors’ activities – their products, prices, distribution, and promotional effort.
