REVISION SESSION

Marketing Perspectives

What we will be testing you on in exam conditions

Your basic understanding of the course

principles and theories.

You can both define and explain the key

marketing terms and concepts.

Your development of critical thinking

ability

Do you understand what the pros and cons, the

advantages and disadvantages are of the principles and theories that have been introduced to you?

Your depth of awareness of marketing

practice

Can you apply what you the course content to the

wider business environment through using examples?

Your continued input into your own

learning process over time

Do you demonstrate clear evidence of your own

independent reading and work?

The Format of the Exam

The exam lasts 2 hours.

Exam contains five questions and

you need to answer Two questions Read (& re-read the questions very carefully)
USE EXAMPLES FOR YOUR

ANSWER

Properly Allocate Your Time

It is a two hour exam worth 50% of your grade
Make sure you completely

understand each question you are attempting Read carefully and think Read the instructions carefully on the answer paper Keep checking the time: after 1 hour you should be half-way through

Structure your answers

Introduction Objectives show you understand the question Structure of essay Definitions/models being used Advance the argument Answer the question ( if the question asks for a model/framework outline and apply it to either the example given OR give your own if this is required) Make points while you are writing. Think paragraph by paragraph - each a mini-essay i.e. introductory statement, evidence, conclusion Conclude Summarise what you have said so that you show you have answered the question - no new material can use bullet points

Example of an Introduction
(Tell us what you are going to say)
EXAMPLE: Critically discuss how penetration and

competitor-orientated pricing might assist the Olympics to meet its objective... Section 1 and 2 gives
Aim of structure can use Introduction Essay headings This essay critically discusses how two pricing strategies can assist the Olympics in meet its objective in capturing the imagination of young people around the world. Section one gives outlines the challenges facing the Olympics in attracting young people as a sporting audience. Section two details how the use of penetration and competitor-orientated pricing strategy may assist in addressing these challenges, giving the advantages and disadvantages of each technique. This essay then concludes that pricing strategy is one component of the marketing mix that can be used to encourage young people to attend Olympic events but that it cannot operate in isolation but must be implemented with It is not the other marketing mix reference to a who done it? clearly variables.

shows critical appreciation

Example structured paragraph and how it gets marked

Competitor-oriented pricing is defined as prices based on the prices of competitors (Baines et al 2008). Competitors can either be those concept Defining who operate in the same market or those who provide products and services that consumers consider as Explaining substitutes, that they meet the same consumer need concept (Porter 1984). For example, competitors of the Olympics might be other large scale sporting fixtures such as football matches or other leisure time activities such as attending the cinema or clubbing. Consider that the cost to see Hearts play is 15 and to see a film at a Vue cinema 5.65 costs student and Knowledge of research Industry practice has shown that amongst students the weekly spend on socialising is 28.15 (NUS/HSBC 2008). Thus by adopting competitor-oriented pricing the Olympics could offer similar prices to these competitors.

Example of a Full Conclusion (Tell us what you have just said)

Conclusion This essay has discussed how the Olympics might use competitororiented pricing and a penetration pricing strategy to attract young people. The challenges of attracting young people as audience members are identified as: lack of disposable income, extent of competition and a general trend away from sport. Pricing strategies that result in low-prices may attract young people but these will only be effective with a suitable promotional campaign to inform the target audience. Thus this essay concludes that whilst pricing theory does assist the Olympic committee meet its goals it cannot be the only marketing theory that is utilised.
Really good if you can identify connections between topics i.e. Focussed and broad revision of course

The Exam Questions

Every question asks you to CRITICALLY DISCUSS

You are required to make judgements (or report

on the judgements of others that you are gathered in your reading) as to the value (i.e. Pros and cons) of something.
It does not mean just criticise it

means think about what works and what does not in a theory IT DOES NOT MEAN REPRODUCE ALL THAT YOU KNOW

Why the low grade?

A weak answer is marked that way due to: Failure to answer the question No use of examples Poor structure - no introduction, disorganised core, random thoughts, no conclusion Reproducing and describing i.e. what is happening rather than explaining why something happens Lack of focus - listing everything that is known on the subject and not discussing points Shows no awareness of course content i.e. Could have been written without attending lectures/reading text book. Please remember that this is not an essaywriting competition but a course examination