市场营销精解.docxVIP

Practice Exam QuestionsStrategy and PlanningOrganisations need to grow over time otherwise their competitors will erode their revenue. Explain each of the four growth strategies . (Draw diagram of the growth matrix to assist your explanation). (4) Using an example to illustrate, explain and justify which strategy is the most appropriate for a fashion clothing brand that is in the mature stage of the industry life cycle (6).Firms consider pursing various market segments as part of their overall growth strategies, which may include the four major strategies. The rows in the exhibit distinguish those opportunities a firm possesses in its current markets from those it has in new markets, whereas the columns distinguish between the firm’s current marketing offering and that of a new opportunity. Current NewMarket penetration ProductdevelopmentMarket developmentDiversification Markets Current NewMarket penetration: a growth strategy that employs the existing marketing mix and focuses the firm’s efforts on existing customers.Market development: a growth strategy that employs the existing marketing offering to reach new market segments, whether domestic or international.Product development: a growth strategy that offers a new product or service to a firm’s current target market.Diversification: a growth strategy whereby a firm introduces a new product or service to a market segment that it does not currently serve.List each of the steps in the marketing planning process. Explain why it is necessary to undertake a situation analysis (analysing the current market) in order to develop a marketing mix strategy (a future set of activities). In your explanation you might discuss the possible implication on developing a marketing mix strategy without undertaking a situation analysis. Situation analysis refers to a collection of methods that managers use to analyse an organizations internal and external environment to understand the organizations capabilities, customers, and