市場(chǎng)營(yíng)銷(xiāo)學(xué)課件之習(xí)題

市場(chǎng)營(yíng)銷(xiāo)學(xué)習(xí)題精選樣題高等教育自學(xué)考試商務(wù)英語(yǔ)（獨(dú)立本科段）《市場(chǎng)營(yíng)銷(xiāo)學(xué)》（一）試卷課程代碼：5001考試時(shí)間：150分鐘（本份試卷要求用英文作答）I.MultipleChoice(15marks,1markforeach)Directions:ChoosethebestonefromA,B,CandD.1.Asfarasthemarketingmixisconcerned,thecommunicationin7c’sreferstothe_____in7p’s. A).Promotion B).product C).PriceD).place……II．TorFStatements(15marks,1markforeach)Directions:

WriteTfortrueandFforfalsestatement.

1.____TQMstandsfortotalqualitymethod……III.Short-answerQuestions(25marks,5marksforeach,40-50wordsforeachquestion)Directions:Pleaseanswerthefollowingquestionsbriefly.Question1:Giveadefinitionofpersonalselling.Question2:Pleasegiveabulletpointanswertoexplaintheroleofpackaging.…….IV.CaseAnalysis(25marks,about150-180words)Athenaisalargemanufactureroftractorsandotheragriculturalmachineryinyourcountry.YouhaverecentlybeenappointedMarketingDirectorforthecompany.Showinoutlinehowyouwoulduseany5Psoftheextendedmarketingmixtodeviseyourmarketingstrategyforthenext2to7years.V.ReportWriting(20marks,about120-150words)WriteareporttoyourManagingDirectorexplainingthedifferentmethodsandtechniquesavailabletocarryoutmarketingresearch.(2marksforreportformatand18marksforcontent)Short-answerquestionsBrieflyexplainwhatismeantbyeachofthefollowing:MarketingMarketCustomersandconsumersSWOTSTEEPLEMOSTPESTSMARTStrategyandtacticsEthicalconsiderationsforpricingReportWritingWriteareporttoyourManagingDirectorbrieflyexplaining:

(a)whatismeantbytheinternet(b)whatawebsiteis(c)howeachelementoftheextendedmarketingmixmighthavetobeadaptedoralteredformarketingontheinternet.要點(diǎn)提示To:ManagingDirectorFrom:ACandidateDate:4April,2006Subject:Marketingandtheinternet(a)1TheInternet1.1Itisacommunicationmediumthatlinksnetworksofnetworkedcomputers.1.2TheyhavetheabilitytocommunicatewitheachotherthroughtheuseofcomputersoftwaredevelopedbyInternetServiceproviders.…..(C)3ProductAlthoughareal,tangibleofferingitonlyexistsinvirtualrealityforthecustomer:3.1Extensiveuseofphotographs3.2Detailedproductdescriptions3.3Testimonialsfromsatisfiedpurchasers3.4Guaranteesandunconditionalrefundsoffered4PlaceTherearenohighstreetshopsorconveniencestoresforthecustomertodropinto:4.1Theuseofreputableinternationalcarries(DHL,Fedex)4.2Ensuringrapiddelivery(asfaraspossible)……CaseAnalysisAthenaisalargemanufactureroftractorsandotheragriculturalmachineryinyourcountry.YouhaverecentlybeenappointedMarketingDirectorforthecompany.Showinoutlinehowyouwoulduseany5Psoftheextendedmarketingmixtodeviseyour(a)marketingstrategyforthenext2to7years.(b)marketingtacticstopursuethisstrategyoverthenext12months.要點(diǎn)提示示A)StrategyProduct:ToextendourrangeofagriculturalmachinerytocoverallaspectsoffarmingbyMarch2008.Price:ToberegardedasthebestvalueforqualitysupplierintheindustrybyDec.2007Place:TohaveestablishedmajorsalesandservicecentersthroughoutthecountrybyDec.2007Promotion:TohaveestablishedAthenaastheleadingbrandnameintheagriculturalmachineryincountrybyDec.2008People:TohaveallstafffullytrainedinserviceoperationsandproductKnowledgebyJan.2007…….QUESTION1(a)Brieflydescribetheprocessofamarketaudit.(b)BrieflyexplainthemeaningofaSWOTanalysis.(c)BrieflyexplainwhyaSWOTanalysisissoimportanttomarketplanning.ModelAnswertoQuestion1(a)Amarketauditshouldbethecontinuousmonitoringandevaluationoftheperformanceofthemarketingfunction.Assuchitwillallowforcontrolandmodificationofthemarketingfunctioninlinewithenvironmentalandcompetitiveforcesthatreactuponthecompany.Amarketingauditconsistsof7keyelements(orstages)allofwhichrequireanalysis:Themacroenvironment?theuseofSTEEPLEanalysis?demographicsanddemographictrendanalysisThetaskenvironment?markets,customers,competitors?distribution,suppliers,publics?facilitatorsandexternalagenciesMarketingstrategyaudit?missionstatement?objectivesandgoals?strategiesMarketingfunctionaudit?formalstructureandhierarchy?functionalefficiency?organisationalinterfaceefficiencyMarketingsystemsaudit?informationsystem,planningsystem?controlsystems,newproductdevelopmentMarketingproductivityaudit?profitabilityanalysis?costefficiencyanalysisMarketingfunctions(mix)audit?product,price,place,promotion?people,process,physicalevidence(b)ASWOTanalysisisananalyticaltoolforassessingareaswithinacompanyandtheexternalenvironmentaffectingthecompany.S=strengths,theseareinternalelementsoraspectsinwhichthecompanyisverystrongorhasacompetitiveadvantage.W=weaknesses,theseareinternalelementsoraspectswherethecompanyhasdeficienciesorisatacompetitivedisadvantage.O=opportunities,theseareareasintheexternalenvironmentthatacompanymightbeabletoexploittogainacompetitiveadvantage.T=threats,againthisreferstotheexternalenvironmentandrelatetopossibledangersthatmighthappenthatcouldhaveaharmfulaffectonthecompany.(c)ASWOTanalysisisimportanttomarketplanninginsofarasitshouldrevealjusthowwell(orbadly)thecompanyisdoingandexposethereasonsforsuch.Identifiedstrengthscanbebuiltonandweaknesses(hopefully)rectified.Thismightmeanproductextensions,newproductdevelopments,arethinkingofpromotionalstrategies,afreshlookatpricingand/ordistributionmethods.Theopportunitiesanalysismightrevealareasfornewproducts,newmarketsorpossibly,neworadditionalsegments.Itmayrevealapotentiallynewchannelofdistribution.Thethreatsanalysismightrevealpreviouslyignoredcompetitors,achangeinconsumerperceptions,achangeintrendsorpurchasebehaviourinthemarket.Alloftheseelementsallowthemarketertoalterorfinetunetherespectivemarketingmixesassociatedwiththeirproductsorservicesinthelightofinformationobtained.QUESTION2Brieflydescribetheroleofmarketingforeachofthefollowing:(a)anationalcharity(b)amanufacturerofladies'perfumes(c)centralgovernment(d)amarketstallholdersellingfruitandvegetables.ModelAnswertoQuestion2(a)Anationalcharity:?toinformitspublicsofitsexistence?toeducateitspublicsastoitspurposeandaims?topromotethecharity’’sworkandachievements?togainsupportandcreatefavorableperceptionsandattitudestowardsthecharity?totryandencouragedonationsandothertypesofassistance(b)Manufacturerofladies’perfumes:?toinformofproduct’sexistence?topromotethebenefitsofusingtheperfumes?toencourageandpromptsalesandrepeatusage?togainmarketacceptanceandmarketshare?tobuildbrandimageandbrandperceptions?topositiontheproductswithinthemarketplaceandcustomer’’smind?tomaximisedistribution(inlinewithbrandpersonality)?productandpackagingmodificationsinlinewithtastesandtrends?seasonalsalespromotionstoenhancesalesandmarketshare(c)Centralgovernment:?toinformpublicsofimportantdevelopments?toeducatepublicsaboutmattersofconcerntothenationsortheirownindividualwellbeing?tochangebehaviourand/orattitudes?tostimulateinterestandfurtherdiscussionsofimportantissues?toassistand/orpromotetradeininternationalmarkets(d)Amarketstallholdersellingfruitandvegetables:?ensuringthebestlocationpossibleforthestall?ensuringcontinuityofsupplyofproduct?displayingproduceinthebestpossiblewaytopromotesales?pointofsalesdisplaysandpricing?possibleaggressivepersonalsellingtosecuresales?buildingpersonalrelationshipstomaximisecustomerretentionQUESTION3WriteareporttoyourManagingDirectorindicating6differentexternalagenciesthemarketingdepartmentmightwishtouse,supplyingrelevantexamplesoftheservicesthateachmayoffer.(2marksforreportformat,18marksforcontent)ModelAnswertoQuestion3To:ManagingDirectorFrom:ACandidateDate:4April2003Subject:Externalagencies1.1Advertisingagency1.1.1Responsiblefor(possibly)thecreation,productionandplacementofmediaadvertising.1.2Publicrelationsagency1.2.1ResponsibleforcarryingoutPRactivitiessuchassponsorship,exhibitions,mediarelationsandcrisismanagement.1.3Salespromotionagency1.3.1Willdevise,prepareandcarryoutspecifiedsalespromotionactivitiesinlinewithcurrentmarketingtactics.1.4Mediaindependentagency1.4.1Willhavefullknowledgeofcurrentmediachannelsandtheirfeesandwilladvisetheorganisationonwhichisthebestfortheircommunications.1.4.2Willnegotiaterateswithmediaownersandplaceadvertisingaccordingly.1.5Directmarketingagency1.5.1Willpreparedirectmarketingcampaignsfromtheirownororganisationsdatabase(s)andtakefullresponsibilityforconductingsuchacampaign.1.6Exportagency1.6.1Willhandlesalestointernationalmarketsonbehalfofanorganisation.Additionalacceptableanswerscouldbe:1.7Personalsellingagency1.7.1Willprovidehighlytrainedspecialistsalesforceonatemporaryormorepermanentbasistosupplement(orreplace)anorganisation’’ssalesforceforspecificsalescampaigns.1.8Productdevelopmentagency1.8.1Willbecommissionedbyanorganisationtoprovideideasfornewproductdevelopmentsorindeedformodificationstoexistingproducts??newproductdevelopmentagency.1.9Patentagency1.9.1Willhandleallthelegalaspectsofregisteringapatentortrademarkwiththerelevantauthorities.1.10Packagingspecialistagency1.10.1Willprovidespecialistservicesinthedesignandmanufactureofpackagingfororganisationalproducts.1.11Brandnameagency1.11.1Willbegiventheresponsibilityofcreatingabrandnameforanewproduct.Willalsocarryoutextensiveresearchtocheckthevalidityandlegalityofanysuchname.QUESTION4(Compulsory)YouhavebeenappointedMarketingManagerforatheatre,situatedinthecentreofyourcapitalcity.Showinoutlinehowyouwoulduseany5Psoftheextendedmarketingmixin:(a)yourproposedmarketingstrategyforthenext3-5years(10marks)(b)themarketingtacticsyouwouldemployduringthenext6––18months.(10marks)(Youranswersmustrelatetoandberelevantforthetheatre)QUESTION5Brieflyexplainwhatismeantbyeachofthefollowing:(a)amarketaudit(5marks)(b)theInternet(5marks)(c)e-commerce(5marks)(d)SWOT.(5marks)(a)MarketAuditThisisacontinuousandsystematicinvestigationandanalysisofthemarketingfunctionwithinanorganisation.Itwilllookatsuchthingsas:·themacro-environment(usingSTEEPLEorPEST)·thetaskenvironment(markets,competitors,customersetc)·themarketingstrategy(mission,objectives,strategiesetc)·organisationalaudit(structure,efficiency,relationshipsetc)·marketingsystems(information,planning,controletc)·marketingfunction(products,prices,promotionsetc)(b)TheInternetTheInternetisagenericnamethathasbeengiventoanelectronicglobalcommunicationandinformationsystem,facilitatedthroughtheuseofcomputers.Itconsistsofmanynetworksofnetworkedcomputersallwiththeabilitytoaccesstheworldwideweb.Itallowsfore-mailcommunicationacrosstheglobe,currentlyhasinexcessof1.8billionwebpagesandinexcessof36millionwebsitescoveringeverysingletopicyoucanthinkof.Itallowscompaniestoinformoftheirexistence,toadvertisetheirproductsorservicesandinmanycasesenablescustomerstopurchasefromthemusinge-Commercewhilst'on-line'.(c)eCommerceReferstoelectroniccommercialtransactions.AmajorfeatureoftheInternetistheabilityforconsumers(andorganisations)tocarryoutpurchasesandtransactionsacrosstheglobe,bytheuseofelectroniccontactviaacomputer.Customerscanorderwhatevertheylike,payforthemusingacreditorchargecardandsitbackandawaitdeliveryoftheorderedgoods.Therearenoretailoutlets,nosalesstaffandpricesusuallyreflecttheabsenceofmiddlemenandretailersbybeinglower.eCommerceisnowworthinexcessof$2billionperdayacrosstheglobe.CurrentlyB2B(businesstobusiness)transactionsaccountfor90%ofalleCommercetrading.(d)SWOTThisistheacronymforananalyticaltoolusedinbusiness,andreferstoStrengths,Weaknesses,OpportunitiesandThreatsinanorganisation’soperatingenvironment.Anorganisationwilllookatitsownoperationandtrytoidentifywhereithasstrengths(suchasproductrange,marketshareetc).Similarlyitwillseektoidentifyinternalweaknessesalso(oldmachinery,poordistributionetc).Lookingattheexternalenvironmenttheorganisationwilltrytoidentifyopportunitiesthatcanbeexploited(newmarkets,newtechnologyetc)andthreatsorpotentialthreatsmightharmoreffecttheorganisation(newcompetitors,decliningmarketsetc).QUESTION6(a)Brieflyexplainthedifferencebetweenmarketingresearchandmarketresearch.(4marks)(b)Brieflyexplain,usingasuitableexample,5differenttypesofmarketingresearch.(10marks)(c)Show,usingasuitableexampleofeach,thedifferencebetween:(i)atrackingstudy(3marks)(ii)ad-hocresearch.(3marks)(a)Marketingresearchreferstoanyaspectofthemarketingoperation.Suchresearchmightbeintopricing,productsortypesofdistributionetc.Marketresearchimpliesresearchcarriedouttoinvestigatetheparticularaspectsofaspecifiedmarket.(b)SalesResearchThecompanywishestoknowexactlyhowmanyitisselling,whoisbuyingorhowmanyeachbuyeractuallybuys.CompetitorResearchThecompanymaywishtoinvestigatewhoitscompetitorsare,whattheysell,whattheirpricesare,theirmethodsofdistributionetc.AdvertisingResearchThecompanymaywishtoinvestigatetheeffectivenessofarecentadvertisingcampaign.ConsumerResearchThecompanymightwanttofindoutconsumers'attitudesandopinionstowardstheirvariousproducts.DistributionresearchEvaluatingtheeffectivenessofdistributionchannels,investigatingalternativeornewmethodsofdistribution.(c)(i)AtrackingstudyThisisresearchthatiscarriedoutoveraperiodoftimeandisprimarilyusedtocheckon(ortrack)changesinadependantvariable,duetotheactionsofanothercausalvariable.Researchisusuallycarriedoutbefore,duringandafteranevent.ExampleAcompanymightwishtomonitorchangesintheconsumerlevelofawarenessforoneofitsproductsbefore,duringandafteranadvertisingcampaign.(ii)Ad-hocresearchThistendstobeaoneoffresearchprojectthatiscarriedouttoobtaininformationordataaboutaveryspecifictopic.ExampleAcompanywishestoevaluatetheincreaseinsalesfollowingatrainingprogramforitssalesforce.QUESTION7(a)Brieflyexplainthevariousrolesinadecision-makingunit(DMU)foranindustrialorganization.(b)Whyisknowledgeoftheserolessoimportanttoacompanyprovidinggoodsorservicestosuchanorganization?(a)IndustrialDMUrolesare:Starter(orinitiator)·TheonewhofirstrealisesapossibleneedforaproductorserviceAdvisor·Apersonwhomightbeaskedforadviceeitherforreassuranceorbecauseofpreviousexperienceand/orknowledgeDecisionmaker·ThepersonwhowillmakethedecisionastowhetherornotthepurchasewilltakeplacePurchaser·Thisisthepersonwhowillactuallymaketheorder.Itispossibletheywillnothavebeenaskedforanyadvice,beeninvolvedinanydecisionmakingandhavenothingtodowiththeusageofthepurchaseEnduser·Thepersonwhomaybetheonethatactuallyusesthepurchase,frequentlytheymaynothavebeeninvolvedatanyotherstageoftheprocessGatekeeper·ThisisapersonwhocouldcontrolaccesstoothermembersoftheDMUorpossiblytheflowofinformationtothemembersFinancier·Inanindustrialsituationthisisalmostcertainlygoingtobeaccountsmanagementordepartment,whomayormaynothavebeeninvolvedinthebuyingprocessinanymanner(b)Importancetomarketingdepartment:·toidentifygatekeeperandtheirlevelofimportance·identifytheadvisorsandthetype,levelandimportanceoftheadviceoffered·identifyeventualdecisionmaker,orifagroupdecisionwhoisthemajorforceinthedecisionunitandtheleveloftheirimportanceDependentonthetypeofproductorservicesold,eachdifferentrolemayhavemajorsignificanceonaneventualpurchase.Aroutinere-buysituation(consumables,wellestablishedrawmaterialsetc)thenmajorroleisthatofthepurchaser(thebuyer)whowillbelittlemorethananorderplacer.Gatekeeperhasnoinfluence.Amodifiedre-buy(whentheorganisationmightbeconsideringachangetoanewsupplier,orachangeintheactualproductpurchased)thenadvisorsanddecidersbecomemoreimportant.Theyneedtobecontactedandanappropriatepresentationorrepresentationmadetothem.Gettingpastthegatekeeperbecomesmoreimportanttoensureyoureachtherightpeople.Anewbuy(buyingfortheveryfirsttime).Identifyingandgettingpastthegatekeeperisessential.Knowledgeofadvisorsisveryimportantandidentifyingthedecisionmakerisalsoveryimportant.Theroleoftheadvisorisparamountasitmaywellbetheresultoftheirinputthatdecidesthepurchasedecision.Thefinancierassumesmajorimportanceinrespectofmajorcapitalpurchasesandapresentationofcost-benefitsmayberequiredtogaintheirsupport.Fortechnicalproductstheninvariablyitwillbetheadvisorsandenduserswhowillhavemostoftheinfluenceastheywillbeprimarilyconcernedintheuseofthepurchase.Decidersmaysimplyfollowtheiradvicesubjecttopossibleinfluencefromfinancier.Mostindustrialsellingreliesagooddealupon:Personalselling·Whoistheadvisorordecisionmakerthesalespersonneedstoseetomakeaneffectivepresentation?Whatistheirbuyingpolicy?Isitcost,quality,deliveryorafterservice?Exhibitionsandtradeshows·Whoaretheimportantpeoplethatshouldbeinvited,entertainedandspokentoontheorganisationstradestand?Tradepressadvertising·Whoislikelytobuyand/orreadthese?QUESTION8Internationalmarketsneedtoberesearchedbeforeentrydecisionsaremade.Brieflydescribe:(a)6differentareasofresearchthatneedtobecarriedout(b)4differentmarketentrymethodsavailabletoanorganisation.(a)Environmentalanalysistools:STEEPLE·Social:languages,religions,beliefs,attitudes,cultures·Technology:acceptanceof,knowledgeof,levelof,rateofchange·Economic:inflation,taxation,unemployment,standardofliving,grossdomesticproduct·Education:levelsofliteracy,highereducation,lifelonglearning,vocationaleducation·Political:governmentstability,competitionpolicies,protectionism,foreignpolicies·Legal:commercialandconsumerlaw,employmentlaw·Environment:pollutioncontrols,manufacturingrestrictionspressuregroupsOtherareastobeconsideredandresearchedinrespectofaninternationalmarket:·Demographics:howthepopulationiscompiled,agegroupings,occupations,gendermixes·Infrastructure:road/railways,mediaavailability,retailstructure·Incomepercapita:howisthewealthdistributedinthecountry·Competition:levelofcompetition,thetypeofcompetition,howdotheycompete(b)Marketentrymethodsavailableforinternationalmarketinginclude:·freightforwarder:simplyresponsiblefortransportationonly·exporthouse:willlocatecustomersoractforcustomers,willhandlealldocumentationandfreight·agents:willhandlegoodsinforeignmarketsandforwardtoand/orlocatebuyers·distributors:willselltoandforwardgoodstospecifiedcustomersAdditionalacceptableanswerscouldbe:·piggybacking:combiningwithanexistingfirmalreadyininternationalmarketsbyusingtheirexistingfacilitiesandchannelsforafee·consortiumexporting:anumberofsmallorganisationswhogrouptogethertominimisecostsofsupplyingtoforeignmarkets·licensing:permittingamanufacturerinaforeigncountrytoproduceyouproductsandsellthemforanagreedfeeand/orroyalty·franchising:providingallthefacilitiesrequiredtoallowanoperatorinanothercountrytousetheorganisationstradingname,brandsandexpertiseinrunningtheirownbusinessforafeeandroyalties·jointventure;joiningforceswithanorganisationinaforeigncountrytoformathirdindependentcompanyfortradingpurposes·branchorsubsidiary:openingupanautonomousoperationinanothercountryunderthecompletecontroloftheparentcompanyQUESTION9(a)Brieflyexplainthedifferencesbetweenadvertisingandsalespromotion.(b)Describe4possibleobjectivesofadvertising.(c)Describe4possibleobjectivesofsalespromotion.(a)Advertisingisusuallyanongoingelementofthecommunicationsmixthatisaimedatinforming,persuading,reassuringandremindingcustomers.Theideaistomakecustomersawareofaproduct,topersuadethemtobuyit,reassurethemtheyhavemadethecorrectchoiceandtoremindthemtodoitagain.Itisalsoaveryimportantelementusedinthecreationofabrandimageandpersonalitytobuildcustomerloyalty.Salespromotionisusuallyashort-termtacticaimedatencouragingimpulsebuyingthroughtheuseofsomesortofspecialofferinlinewiththecurrenttacticalobjectiveoftheorganisation.(b)Theobjectivesofadvertisingarelikelytobe:·toinformcustomerofaproduct'sexistence·toeducatecustomersinhowtheproductisusedorwhatitisfor·topromotetheproductbenefitsandfeaturestoarouseandstimulatecustomerinterest·topersuadethecustomertobuyAdditionalacceptableanswerscouldbe:·toassistinthecreationandmaintenanceofabrandimage·topositionorrepositionaproductinthemindoftheconsumer·toreassurecustomersthattheirpurchasedecisionwasthecorrectone·tocontinuouslyremindcustomersoftheproduct,itsbenefitsandvalues(c)Theobjectivesofsalespromotionarelikelytobe:·toincreasemarketshare(ifonlytemporary)·topromotetrialduringthelaunchofanew(ormodified)product·tocountersimilaractivitiesfromacompetitor·tothwartthelaunchofacompetitor'snewproductAdditionalacceptableanswerscouldbe:·toreduceanorganisation’’sstockholding·toclearaproductthatisgoingtobedeleted·tostimulatesalesofaseasonalproductduringnon-seasonalperiods·toencouragebrandswitchingfromcompetitors'products·toencouragecustomerstobuymoreandstockuptheircupboards(reducingspaceordesireforcompetitors'products)·toprovideatemporaryboosttosalesQUESTION10(a)Brieflydescribewhatismeantbyeachofthefollowing:(i)authority(ii)responsibility(iii)delegation(iv)accountability.(i)Authority:Thisishavingtheempowermenttotakespecificactionswithouthavingtorefertoaseniorlevelofmanagementforpermissionorapprovalbeforehand.Itistherighttodirecttheactionsofothers.(ii)Responsibility:Givespowertoamemberofstafftodoaspecifictaskortasks.Italsoimpliesthatthesetaskswillbedoneinthedesiredmannerandtotherequiredstandard,andthestaffmemberwillseethemthroughtoanagreedlevelofcompletion.(iii)Delegation:Istheprocessofempoweringasubordinatetocarryoutaspecifictask,byassigningvariousdegreesofdecisionauthorityandresponsibility.(iv)Accountability:Beinginthepositionofbeinganswerabletoanother,forwhateverhashappenedortranspired,forwhichthepersonhadbeengiventheauthority,andwasresponsibleforthroughdelegation.QUESTION11WriteareporttoyourManagingDirectortoshowtheroleofapublicrelationsdepartmentandoutline7differentactivitiesthisdepartmentcouldundertake.To:ManagingDirectorFrom:ACandidateDate:11April2002Subject:PublicRelationsFurthertoyourrequestforinformationregardingPublicRelations(PR)andanoutlineofsomeoftheactivitiesofPR,Isubmitthefollowingforyourattention.1DefinitionofPublicRelations1.1PublicRelationsistheplannedandsustainedeffortsbyanorganisationtocreatemutualgoodwillandunderstandingwithitspublics.1.1.1Itisaplannedactivity,notanad-hocaffair1.1.2Itissustained,itiscontinuousnotspasmodic1.1.3Mutual,itisatwowayprocess;youlistenaswellasspeak1.1.4Publics;allthosemembersofthecommunityorsocietythattheorganisationwillhavecontactordealingswith.2TheRoleofPublicRelations2.1Toinformandeducateitspublicsabouttheorganisation,itsphilosophiesandvalues,itsproducts,itsstaffandtocreatetrust,empathyandunderstandingwithitspublics.3ThemajorPublicRelationsactivities3.1Mediarelations3.1.1Organiseandconductpressreceptions,pressconferences3.1.2Issuingofpressreleases3.1.4Supplyingcompanydetailsandphotographs3.2Exhibitions3.2.1Findingsuitableeventstoattend3.2.2Arrangingforrelevantfacilitiesforstands3.3Publications3.3.1Internalhousejournalsornewsletters3.4Sponsorship3.4.2Negotiatingrespectivedetails3.5Crisissituations3.5.1Beingtheorganisationspokesperson3.5.3Minimisingharmordamagetotheorganisation3.6Parliamentarylobbying3.6.1Presentingtheorganisation'sviewstoimportantofficials3.6.2Obtaininginformationandfeedbackfromgovernmentsources3.7FinancialPR3.7.1Keepingmediainformedoffinancialmatters3.7.2Promoting(orresisting)possiblemergerortakeover3.7.3Financialnewsforshareholderandinstitutions3.8Liaisonwithexternalconsultancies3.8.1Locateandbriefexternalagencieswhenrequired3.9Photography3.9.1Hiring,briefingandliaisonwithexternalphotographersasrequired3.10Managementandthemedia3.10.1Preparingandtrainingmanagementformediainterviews3.10.2WritingspeechesforpublicoccasionsACandidateQUESTION12Marketsegmentationisanessentialmarketingstrategy.Brieflyexplain,usingonerelevantexampleforeachofthefollowing:(a)demographics(b)lifestyles(c)usagerate(d)ACORN(e)socialclass.(a)DemographicsThisisdividingapopulationthroughtheuseofquantitativemethods(measurableorstatisticallyrecorded).Itcomprisesofsuchthingsasages(eg15-25,26-35etc),genders(maleorfemale),incomes(suchas￡10,000-￡15,000,￡￡15,001-￡￡20,000),religions(suchasCatholic,Muslim,Jewish),education(suchasuniversity,highschool,secondaryschooletc).Thisinformationcaninvariablybefoundinsecondarydatasources.(b)LifestylesThisclassificationisbasedontheAIO(attitudes,interestandopinions)principleandsuggeststhatpeoplewithsimilarvaluesoftheabovearelikelytobuysimilarproducts,readsimilarpapersetc.Thisprovidessegmentssuchasachievers,socialclimbers,survivors,striversetc.(c)UsagerateThismethoddividesthemarketbytheamountofpurchasesmadebythecustomer.Itoffersnon-users,lightusers,mediumusersandheavyusers.ItisawellknownfactthatAmericanJackDanielsBourbonhastheremarkablesalesstatisticinthat90%ofallitssalesareboughtbylessthan15%ofitstotalcustomers––indicatingsomeveryheavyusers.(d)ACORNThisacronymstandsforAClassificationOfResidentialNeighbourhoodsandisamethodusedtoclassifyallthevarioustypesofresidentialpropertieswithagivencountry.Itisclaimedthatpeoplelivinginsimilarcategoriesofpropertiesarelikelytohavesimilartypesoflifestyles,purchasehabits,needsandwantsegA=agricultural,D=poorqualityterracedhousing,J=affluen