Marketing Strategy Master Research Proposal 硕士开题报告-Past Exam

论文题目：Past Examination Paper of Marketing Strategy
论文语言：English
指导价格：面议
论文专业：MBA
字数：每题两页A4不包括reference
学校国家：英国
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论文用于：Master Research Proposal 硕士开题报告
截止日期：2010-11-04
补充要求和说明：

Marketing Strategy Textbook: Marketing Management (Philip Kotlel and Kevin Lane Keller, 13th edition)
 
All the references are requested according to the Hardvard Citation Standard.
 
I need your help to fulfill all the questions in the past examination paper and try to cover all the relevent thories with examples.
At least 2 pages of A4 paper for each question answer.

COMPULSORY QUESTION

Question 1

 Theodore Levitt argued that customers are often seeking a satisfying overall service rather than mere production of physical goods. Evaluate this prescription, & show with illustrations how the supplementary elements of customer care, delivered by staff & systems, could contribute in delivering satisfaction. 

CHOOSE TWO FROM THE FOLLOWING FOUR QUESTIONS

Question 2

When McDonalds enters a new market in the absence of competition, how can the high price that it generally charges represent ‘value’ for the customer. Evaluate this strategy by considering the range of benefits & sacrifices that a customer seeks, illustrating your answer with relevant examples.

Question 3

Examine ‘Communication’ as depicted in the ServQual model – “external communications to customers”. Critically evaluate whether this is sufficient emphasis on communication & indicate where else in the model communication may occur, & with who it occurs.

Question 4

A director of your company observed “we market successfully at home, & the same marketing processes will work in overseas markets”. Critically assess this statement in light of the recommendation to ‘think global, but act local’. 

Question 5

A commentator recently observed “if you are not thinking customer – you are not thinking”. Evaluate the philosophy behind this prescription, indicating how the efficiency/effectiveness matrix introduced in the module could help in its implementation.