N1B406-E1

The University of Nottingham

BUSINESS SCHOOL

A LEVEL 2 MODULE, AUTUMN SEMESTER 2009-2010

MARKETING STRATEGY

Time allowed TWO hours

__________________________________________________________________________

Candidates may complete the front cover of their answer book and sign their desk card but
must NOT write anything else until the start of the examination period is announced

Answer TWO Questions

All questions carry equal marks

Dictionaries are not allowed with one exception. Those whose first language is not English
may use a standard translation dictionary to translate between that language and English
provided that neither language is the subject of this examination. Subject specific translation
dictionaries are not permitted.

No electronic devices capable of storing and retrieving text, including electronic dictionaries,
may be used.

DO NOT turn examination paper over until instructed to do so

ADDITIONAL MATERIAL: None

N1B406-E1 Turn over

 2 N1B406-E1

1. “What is market segmentation? Discuss the advantages of market segmentation and any
advantages that might stem from using mass marketing instead. Illustrate your answer with
examples.

2. Define the term “positioning” and discuss the various ways in which a firm may position its
products or services. Illustrate your answer with examples.

3. Contrast the marketing challenges that are likely to be faced when entering a market in the
growth stage of the product life cycle as opposed to entering in the mature stage. Illustrate
your answer with examples.

4. “The relationship between competitive advantage and a brand’s ability to offer superior value
to customers is 100% robust”. Discuss the validity of this statement according to your
interpretation of ‘competitive advantage’ and ‘value to customers’. Illustrate your answer
with examples.

5. Describe and analyse the options facing a company wishing to grow its markets. Illustrate
your answer with examples.

N1B406-E1 End