1) What Micro Environment factors (Textbook Chpt 3, pgs 72-75)

The company, suppliers, marketing intermediaries, competitors, publics, and customers

2) What Macro Environment factors (Textbook Chpt 3, pgs 75-91)

Demographics, economic, natural, technological, political, and cultural

3) Describe the strategies for growth (Textbook Chpt 2, pg 45)

Market penetration – making more sales without changing original product line, spur
growth through marketing mix improvements (adjustments to product design, advertising,
pricing, and distribution efforts)
Market development – identifying and developing new market for its current products
Product development – offering modified or new products to current markets
Diversification – starting up or buying businesses outside of its current products and
markets

1) Describe the Tai Tokerau Honey products in terms of the product layers - core, actual
product and augmented product. (pg 205)
Core – What is the buyer really buying? Must first define core, problem solving benedits or
services that consumers seek
Actual – Develop product and service features, design, quality level, brand name, and
packaging
Augmented – Offering additional consumer services and benefits

2) How effective branding (pgs 211and 222-225)

Brand – name, term, sign, symbol, or design, or combination that identifies the maker or
seller of a product or service, can add value to a product
Brand equity – differential effect that knowing the brand name has on customer response to
the product and its marketing, measure of brand ability to capture customer preference and
loyalty: differentiation, relevance, knowledge, and esteem

3) a. To ensure your idea is feasible you want to generate some more ideas and
then screen these ideas (i.e. idea generation and idea screening). (pgs 239-243)
Idea generation – systematic search for new product ideas
Idea screening – helps spot good ideas and drop poor ones as soon as possible
1. Define the five elements of the promotion mix (Page 342 for an overview of the
promotion mix)
Advertising – any paid form of non-personal presentation and promotion of ideas, goods, or
services by an identified sponsor
Sales promotion – Short term incentives to encourage the purchase or sale of product or
service
Personal selling – Personal presentation by salesforce of firm for the purpose of making
sales and building customer relationships
Public relations – Building good relations with various publics by obtaining favourable
publicity, building up good corporate image, and handling of unfavourable events
Direct and digital marketing – Direct connections with carefully targeted individual
consumers to both obtain an immediate response and cultivate lasting customer
relationships

2. Explain what IMC is. (Page 342-345)

Integrated marketing communications – Company carefully integrates its many
communications channels to deliver a clear, consistent, and compelling message about the
organisation and its brands.

3. Define sustainable marketing and discuss how Vodafone has adopted a sustainable
marketing approach. (Page 454-455 and 466-468)
Sustainable marketing – Calls for socially and environmentally responsible actions that meet
both the immediate and future needs of customers and the company
Consumer oriented marketing – company should view and organise its marketing activities
from consumer point of view
Consumer value marketing – put most of its resources into consumer value building
marketing investments
Innovative marketing – continuously seek real products and marketing improvements
Sense of mission – define its mission in broad social terms, rather than narrow product
terms
Societal marketing – make marketing decisions by considering consumers wants and
interests, company requirements and society long run interests